Sales Marketing

Paul E. Castner

**** ********** ***** ******: 813-***-****

Lithia, FL 33547 *********@*******.***

ACCOMPLISHED MARKETING COMMUNICATIONS PROFESSIONAL

• • Program Execution •

Strategy Development Brand Equity & Visibility ROI

Highly motivated Marketing Communications Professional with a proven record of leading strategy,

content, program, and sponsorship development for leading global corporations/brands. Has effectively

worked with business, marketing, and communications leaders to build and implement high impact

programs that drive growth, enable sales, reinforce the value proposition, and build the brand.

Accomplished in business-to-consumer and business-to-business marketing with expertise in traditional

and non-traditional marketing programs. Creative and dynamic leader with proven capacity to build and

develop highly focused teams through exceptional interpersonal and communication skills. Works well at

all levels of an organization. Poised and articulate media spokesperson.

CORE COMPETENCIES

• • • Interactive/Web/Social Media

Strategy/Research Marcomm Planning

• • • Pro Sports Sponsorships

Advertising Creative Trade Show & Events

• • • Measurement/ROI

Media Relations/PR New Product Launches

• • • Ad Agency Management

Positioning/Messaging Sales Support/Promotions

PROFESSIONAL EXPERIENCE

TRANSITIONS OPTICAL, INC, Tampa Bay, FL 2006-current

World’s Leading Manufacturer of Photochromic Prescription Eyewear

Director, Marketing – Sponsorships & Sunwear (6/2008 – current)

Leader of Transitions Annual PGA TOUR Event and SOLFX Sunwear Marketing. Responsible for marketing and

communications of the Transitions Championship and relationships with the PGA TOUR and pro golf endorsers

Kenny Perry and Trevor Immelman. Oversight of key agencies and $14 million sponsorship and activation budgets.

• Developed and managed most successful launch in company history with golf sponsorship by

delivering over 900 million consumer PR impressions annually.

• Integrated national PR and media campaigns to use golf as a platform to talk eye health with

consumers. Launched new “Improve Your Vision Improve Your Game” educational campaign.

• Increased Transitions website traffic 83% during tournament week. Tournament attendance an all-

time high with 50,000 attending.

• Worked with NBC Sports and Golf Channel to optimize brand integration into broadcasts with in-

broadcast value measured at $17million by Repucom.

• Excited and informed 2000 Transitions employees with impactful internal communications campaigns.

• Generated over 200 million SOLFX consumer PR impressions in 2010 by leveraging strategic sunwear

partnerships with Oakley, Callaway, and Nike.

• Partnered with American Optometric Association (AOA) to launch “Read the Green Sweepstakes” that

generated over 50,000 consumer inquiries via an in-store retail promotional program and website.

Sr. Manager, Transitions - Marketing Communications (12/2006 – 6/2008)

Responsible for management of Transitions Marcom efforts in US and Canada with accountability for

planning and annual Media, PR, Corporate Website budgets in excess of $35 million. Managed 5 person

staff and responsible for management of agency relationships including Saatchi & Saatchi, Burson-

Marstellar, Euro Magnet, Saatchi Canada, National PR Canada, Zenith Media and Active International.

• Built strong media campaign (TV, Online, Magazines) during key buying season to solidify

Transitions as brand leader. Elevated aided consumer brand awareness to all-time high of 80%.

• Saved company $3 million annually for national media buys through use of media barter.

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PAUL E. CASTNER PAGE

• Negotiated very successful syndicated media buy with Wheel of Fortune and Jeopardy (Sony

Pictures) that included product integration, unique sponsorships and prizing opportunities.

• Worked with media agency on TV up front negotiations which provided considerable savings versus

spot media buying, guaranteed GRP’s and preferred programming.

• Developed award-winning TV, print and online creative by leading development of strategy, creative

briefs, content, and delivery of on-time, on-budget, high quality products.

GREY HEALTHCARE GROUP, Kansas City, MO 2006

Leading global animal health marketing communications firm.

Account Director (Consulting Appointment)

Management of Hill’s Pet Nutrition (Colgate-Palmolive) Professional Channel Marketing. Responsible for P&L and

day-to-day account management.

• Managed 10-person account services staff with 4 supervisors, 4 ae’s and 2 coordinators.

• Oversight of Hill’s brands, conferences, symposia, PR, academic, professional affairs, and E-biz.

• Developed integrated marketing communications plans for key Hill’s product initiatives.

• Established new processes to improve workflow, overall project management, and creative output.

• Produced new global brand and message guidelines for Hill’s.

THE MORRISON AGENCY, Atlanta, GA 2005

A leading brand development consultancy.

Brand Director (Consulting Appointment)

Management of leading global accounts including Solvay, DBM (HR Consulting), and CheckFree.

• Developed new global branding/positioning strategies for Solvay and DBM.

• Created key messages, message architecture, and matrices for Solvay and DBM.

• Helped launch CheckFree (financial services) products including in-person and online bill payment.

• Led creative and interactive teams in development of new DBM website. Site integrated new global

positioning strategy and key messages.

SOURCELINK/ATLANTA, Atlanta, GA 2001-2005

Atlanta area office of fifth largest integrated marketing services firm in the U.S.

Vice President, Account Service

Responsible for the management, growth, and development of key national accounts including Siemens

Energy & Automation and Motorola. Managed team of internal and external support. P&L Accountability.

• Developed corporate, market, and product ads, sales literature, website and other collateral.

• Oversight of all Siemens media including traditional and online campaigns.

• Led promotion program to help make Siemens Exider 10-city train exhibit a successful U.S. event

with over 20,000 customers and prospects educated and entertained.

• Helped Siemens with development, usability testing, and deployment of new website.

• Developed and managed channel programs including award-winning Channel Partner Newsletter.

• Created / implemented highly successful direct campaigns and new customer literature for Motorola.

• Managed both quantitative and qualitative research including survey development & results analysis.

EARLIER CAREER EXPERIENCE

THE BALL GROUP, Lancaster, PA 1998-2001

Leading consultancy specializing in new product & new market development .

Vice President, Marketing Services

Responsible for the growth and development of the firm as well as P&L Management for key accounts

including ONQ Structured Wiring, US Savings Bonds, US Department of Interior, and Caliber Learning

Network. Created and deployed national campaigns that included TV Spots, Radio, Print Campaigns,

Websites, CRM/Direct Programs, PR, POS, and Sales Collateral. Utilized research to develop strategy and

creative briefs. Recommended and negotiated national media buys.

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PAUL E. CASTNER PAGE

INTEL CORPORATION, Chandler, AZ 1997-1998

Fortune 50 Corporation and world’s leading producer of microprocessors and technologies.

Sr. Marketing Communications Manager

Managed $10 million Marcom budget and 8-person staff for Computing Enhancement Group, a $2 billion

Intel division. Created and deployed national and global campaigns that included Print Campaigns, Websites,

CRM/Direct programs, PR, Trade Shows/Events and POS/Sales Collateral. Utilized research to develop

strategy and creative briefs. Recommended and negotiated national media buys.

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PAUL E. CASTNER PAGE

LUTRON ELECTRONICS, Coopersburg, PA 1992-1997

World’s leading manufacturer of lighting controls for residential and commercial construction.

Marketing Communications Manager

Managed full range of Marcom duties, including a multi-million dollar budget and an 8-person staff.

Created and deployed national and global campaigns that including Print Campaigns, Websites,

CRM/Direct programs, PR, Trade Shows/Events, and POS/Sales Collateral. Utilized research to develop

strategy and creative briefs. Developed Merchandise Displays, Packaging, Staff Training, and

Planograms for Lutron launch into Home Centers. Recommended and negotiated national media buys.

Successfully launched new products like HomeWorks Residential systems into CEDIA Channel.

ARMSTRONG WORLD INDUSTRIES, Lancaster, PA 1985-1992

World’s leading manufacturer of flooring and ceilings for homes and commercial applications.

Marketing Communications Supervisor

Managed multi-million dollar budgets and developed integrated marketing programs targeting builders,

contractors, architects, interior designers, facility managers, home improvement centers, and

consumers. Utilized research to develop strategy and creative briefs. Recommended and negotiated

National Media Buys. Created and deployed national and global campaigns that including Print

Campaigns, Websites, CRM/Direct programs, PR, Trade Shows/Events, Sales Promotions, and

POS/Sales Collateral. Developed Merchandise Displays, Packaging, Staff Training, and Planograms for

Lutron launch into Home Improvement Centers.

EDUCATION

B. S. Journalism, University of Maryland, College Park, MD

PROFESSIONAL ASSOCIATIONS/COUNCILS

American Marketing Association

Association of National Advertisers

Transitions Global Marketing Council

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