Marketing Manager

To: Recruitment

PGA Tour

From: Wayne L Caster

*** ***** ***** ****** *****, 303

Ponte Vedra Beach, FL 32082

(H) 904-***-****

(C) 904-***-****

******@*****.***

RE: Market Research & Development - Corporate Marketing

Listed on the following pages is a detailed outline of my overall career

path including areas of direct responsibility for creative, content

development, Brand management, purchasing and vendor negotiations. I have

extensive experience in project management, web application development,

system integration with IT and marketing program strategies. Research,

predictive modeling, segmentation and strategic digital marketing

applications for over 36M individual households was my area of

responsibility. Although my scope has primarily been in management during

the last 15 years, I have a solid working knowledge of both the PC and Mac

operating systems as well as most development software including Microsoft

applications and Adobe Creative Suite products. In addition, I have over

ten years of experience teaching Advertising Layout & Design at Illinois

State University, where I taught upper level courses in the evenings.

Much of my experience has been managing development teams creating database

applications to integrate with digital marketing programs. My strategic

responsibilities transitioned processes into completely automated marketing

applications utilizing dynamic content data and graphic streams into

completely personalized digital on-demand production environments.

Throughout my career, I have had the opportunity to provide direction to

many of the most respected agencies and organizations in the industry

developing innovative digital and marketing applications. DDB Worldwide,

Draft International, Hallmark Business Expressions, Xerox, IBM Creative and

many others have been significant external partners.

Thank you in advance for your review of my resume and any consideration for

joining the team at PGA Tour in Ponte Vedra. My salary requirements / work

arrangements are flexible... and negotiable.

I look forward to hearing from you and discussing this opportunity in

further detail.

wlcaster

PROFESSIONAL PROFILE

Wayne L Caster

220 South Ocean Grande Drive, #303

Ponte Vedra Beach, FL 32082

(H) 904-***-****

(C) 904-***-****

******@*****.***

SUMMARY / INTRODUCTION

Background includes marketing, direct marketing, brand development,

creative design and strategic applications of new database development and

integration into marketing segmentation / predictive modeling automation

processes. I had the pleasure of working with a Fortune 20 organization at

their Corporate Headquarters for 27 years, marketing to a consumer base of

35 million households and a sales force of more than 17 thousand agencies

throughout the United States and Canada.

CORE COMPETENCIES

. Strong management, delegation and multi-tasking skills

. Highly creative with a proactive approach to problem solving

. Innovative (create and foster change; strategic and tactical)

. Technical expertise (current on technology, identify/apply

concepts and manage complex application development)

. Application of research and development to large scale

initiatives

. Oversight of user interface testing, evaluations and security

audits

. Manage direction for major project / application development

teams

. Thorough knowledge of print/web development execution

. Background of conventional / digital print processes

. Extensive experience with database integration applications

. Administrative skills (establish plans, develop systems and

concepts,

detail oriented decision maker)

. Exceptional personal qualities (honesty, integrity, self

confidence,

mentoring aptitude and maturity)

EXPERIENCE

Dorsa Consulting Services, Inc. - Jacksonville, FL

2007 - 2011

Director of Marketing

Management of all marketing and communications activity for five Defined

Benefit companies within the organization. Corporate Office is Atlanta

with offices in North Florida, South Florida and Texas.

. Overall responsibility for Brand development and implementation across

media channels.

. Created marketing strategies for increasing Company presence and Brand

in the marketplace.

. Developed sales and marketing material for third party administrators

(TPA's).

. Developed web applications to personalized portals for secured user

accounts.

. Created marketing integration with TransAmerica, ING, MetLife and others

for co-op programs.

State Farm Insurance Companies - Corporate Offices: Bloomington, IL

2003 - 2006

Manager, Marketing Concepts & Emerging Technologies / Direct & Database

Marketing

Primary areas of responsibility were the introduction (concept / white

papers) to executive management and development of new digital technologies

to incorporate into the marketing automation process.

. Created predictive modeling and database segmentation into an on-

demand strategy.

. Developed dynamic content graphics to accommodate cross segment

marketing designs.

. Designed fully personalized marketing solutions into automated

systems for print and internet.

. Developed infrastructure for electronic graphics and metadata

database for marketing apps.

. Created the web based SF Digital Asset Management System to

centralize program development activity between State Farm divisions,

advertising agencies and production facilities.

. Created Personal Font Program that incorporated each State Farm

agents' handwriting into

a database managed system to use in direct marketing material in an

electronic ordering system.

. Managed the creation of the Targeted Leads Household Manager internet

tool which assigned

probability scores to determine propensity to buy lists for agents to

target their market.

. Created and managed a team to develop the on-line Agent Advertising

System for dynamic content designs for all television, newspaper,

radio, billboard and internet media through agency channels.

2001 - 2003

Manager, Marketing Creative / Marketing Customer Insights

Management of Creative Unit which centralized design of all State Farm

product marketing with both internal and external agencies. Responsible

for creative direction with State Farm's national agencies, DDB Worldwide,

Draft International and Hallmark Business Expressions / Loyalty Group.

. Provided design, content development and production supervision to

staff.

. Member of the Leadership Team for establishing Enterprise Brand

standards and guidelines.

. Management liaison with external resources for internet application

development, print

production and on-demand multimedia design initiatives.

Other positions with State Farm throughout my

career:

Marketing Associate / Marketing Customer Insights

Creative development of marketing programs and strategies. Developed

conceptual designs incorporating

production requirements and deliverables for Companywide applications.

Coordinated project activity with internal and external resources.

. Development of program / campaign initiatives from concept to

completion.

. Utilized internal Creative Services as well as outside agencies to

design promotions.

. Developed and maintained third party relationships.

. Responsible for RFP's, contract development and vendor negotiations.

Senior Marketing Research Coordinator / Marketing Technology

Provided research, prototypes and development strategies for future

marketing infrastructure requirements regarding database driven integration

of automation.

. Developed user interface Brand guidelines for both intranet /

internet marketing applications.

. Designed and developed the State Farm Agent Internet Ordering system

to personalize

direct marketing material.

Staff Assistant / Marketing Development

Began development of the concept to integrate several marketing areas into

a fully integrated and automated environment. This would be staged over

time as digital technologies evolved.

. Created, developed and managed the Agent Electronic Library - a

centralized database for all agent

and staff information (personal photo's, staff photo's, office

photo's, personalized marketing data

as well as formal and informal signatures).

. Managed the Marketing Systems area for all direct marketing programs.

. Transitioned mainframe design systems into a personal computing

platform.

. Assisted with development of the State Farm Customer Marketing

database (75 million records).

Senior Analyst / Purchasing Support Services

Proposed, developed and implemented standards and procedures for a

Companywide electronic graphic

publishing system. Responsible for management of all Corporate divisions

and 27 regional offices.

. Assumed leadership of the Electronic Publishing Steering Committee.

. Managed the Technical Assistance Group from representative divisions

and IT.

. Responsible for vendor negotiations with external sources for

equipment and technical resources.

. Management of equipment approvals, scheduling and training for

Enterprise installations.

Senior Buyer / Purchasing Division

Management of Print & Promotions staff. Purchasing liaison to Advertising,

Public Affairs and Creative.

. Responsible for print specifications for all national four color

process projects.

. Management of print vendor relationships and new vendor selections.

. Regularly participated in on-site press approvals in various

locations.

. Also managed contract and purchasing agreement negotiations.

Senior Designer / Creative Services

Provided development, design and coordination of internal and external

promotional material. Worked in conjunction with State Farm internal

"clients" to create marketing and sales collateral.

TEACHING EXPERIENCE

Illinois State University / Adjunct Instructor

Advertising Layout & Design - Graphic Design Department

. Taught evening courses for intermediate and advanced level students

in advertising design

. Served on various graduate committees evaluating student design and

curriculum requirements

. Developed internships and student employment opportunities with major

agencies in the Midwest.

EDUCATION

Western Illinois University

Bachelor of Arts Degree

University of South Florida

National Association of Purchasing Managers

Certified Purchasing Manager ( CPM - 3 Modules )

Additional educational seminar and conference listing available upon

request

INDUSTRY AWARDS

Print Magazine International Business Graphics / Best of the Best

Award - Promotion

Central Association of Direct Marketing / Tempo Award - Gold -

Marketing

Central Association of Direct Marketing / Tempo Award - Gold -

Creative

Direct Marketing Association / International ECHO Finalist Award -

Print Promotion Package

Direct Marketing Association / International ECHO Leader Award -

Marketing Program

Midwest Direct Marketing Association / Silver Award - Direct

Marketing Promotion

Midwest Direct Marketing Association / Gold Award - Direct Marketing

Design

Midwest Direct Marketing Association / Gold Award - Direct Marketing

Promotion

Kansas City Advertising Association / Omni Award - Internal Program

Promotion

Minneapolis Advertising Association / Arc Silver Award - Direct

Marketing Program

National Center for Database Marketing / Excellence Award - Campaign

Program Initiative

CAP Ventures International / Leadership Award - One-to-One

Communications

International Association of Business Communications / Publication

Design

Life Advertisers Association / Design

Desi Award / Excellence in Publication Design - Magazine

Desi Award / Excellence in Advertising Design - Advertising Campaign

Desi Award / Excellence in Publication Design - Corporate

Publication

St. Louis Advertising Association / Excellence in Design - Print

Promotion

Evansville Advertising Association / CLIO Award - Advertising

Promotion

Evansville Advertising Association / CLIO Award - Design

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