Sales Marketing
Resume:
Brian P. Curtiss
Hudson, Ohio 44236
*********@*****.***
SUMMARY
A creative and dynamic top marketing executive with extensive
experience in all aspects of brand building, market analysis,
marketing strategy, marketing research, project management, e-
commerce, business development and financial planning. Coaches teams
to achieve objectives and exceed expectations, facilitating the long-
term growth of an enterprise. Leverages a keen eye for detail to
assess industry conditions and deliver innovative solutions to complex
problems, ensuring the profitable future of an organization.
EXPERIENCE
Cleveland Clinic
Cleveland, Ohio
Director, Strategic Marketing-Wellness Enterprise 2009-Present
World class healthcare provider and research institution; $5 billion in
annual revenue.
Pioneered development of consumer marketing strategy for Wellness
Enterprise start-up unit, supporting the Clinic's mission of advancing
preventative care and wellness among consumers.
. Generated 900,000+ site visitors and $260,000+ in revenue over 13
month period for newly launched 360-5.com health and wellness website.
. Improved conversion rate tenfold for online educational programs in
just three months by increasing landing page persuasiveness.
. Reduced customer acquisition cost -58% by changing primary acquisition
strategy from pay-per-click to relationship-based cost per lead
method.
. Generated over 2000 high potential leads for employer channel sales
team and delivered 2X ROI in just 3 months by creating high impact
trade ad/webinar program.
. Conceived, developed and negotiated contract for new Cleveland Clinic
revenue stream by launching GO! Foods healthy eating program in
Buehler's grocery stores (13 store chain in central/northeast Ohio).
. Led development of overall wellness branding strategy and architecture
for entire Cleveland Clinic organization.
Sterling Jewelers, Inc.
Akron, Ohio
Vice President, Marketing 2003-2009
$2.5 billion U.S. subsidiary of Signet Jewelers Limited, the world's
largest specialty retail jeweler.
Led team of 17 to develop and implement corporate marketing
plans/strategies for key insights and leverage, including brand
positioning, advertising, direct mail, e-commerce, market research, and
competitive analyses.
. Established Kay Jewelers as the #1 brand among U.S. retail jewelry
stores, overtaking key competitors Tiffany and Zales while
simultaneously building Jared the Galleria of Jewelry into the #4
ranked jewelry chain.
. Increased Kay retail sales 50% over five years, from $1,000,000,000 to
$1,500,000,000, and tripled the size of Jared business to $756,000,000
via continuous improvement of advertising, marketing and direct mail
initiatives.
. Created four new T.V. campaigns and five new radio ads that exceeded
category norms for recall/persuasion.
. Conceived idea for positioning Kay as the #1 jewelry store in America.
Developed all required network TV substantiation to place the claim
on air and make it bulletproof from competitive challenge.
. Gained corporate approval to invest $1,000,000 in capital for a new
direct mail campaign management system, resulting in over $2,600,000 in
incremental sales in its very first quarter of introduction.
. Generated over 53% increase in kay.com revenue by improving website
mechanics, merchandise presentation, and marketing initiatives. Added
$3,000,000 in incremental volume by launching jared.com.
. Presented plan and earned approval from Signet PLC board of directors
to test new corporate growth vehicle by consolidating real estate
assets of regional brands, uniting under single brand name, and
supporting new entity with T.V./radio.
Amerifee LLC Southborough, Massachusetts
Vice President, Marketing 2000-2002
Early stage healthcare provider of patient loans for elective procedures;
$350 million in annual loan volume.
Recruited to lead all marketing activity, including strategy, research,
advertising/PR, promotions, marketing communications, events, and sales
support. Managed staff of 10 and $5 million budget. Firm sold to
Capital One in 2002.
. Drove +51% revenue growth by securing talent to re-build marketing
department with a consumer products mindset; recruited 5 key managers
with Hasbro, Dunkin' Donuts, Gillette and Veryfine backgrounds..
. Created 28% of company's incremental volume over 12 month period by
launching two new products based upon infertility/cosmetic surgery
procedures.
. Generated and focused sales resources on 3,000 high potential leads by
developing research plan/segmentation strategy to identify and target
premier sponsors for core dental business.
. Created and placed new brand building display/collateral system in over
3,000 physician offices.
. Increased physician sponsors from 7,000 to 12,400 by deploying direct
mail, advertising and trade show campaigns.
Sherwin Williams Wood Care Group/THOMPSON MINWAX 1995 - 2000 Upper
Saddle River, New Jersey
Category Marketing Director 1998-2000
$350 million Sherwin-Williams division; primarily Minwax/Thompson's brands;
created from assets of L&F Products.
Oversaw marketing initiatives for three key brands representing
$120,000,000 in revenue, including advertising, PR, market research,
promotion, and brand positioning, as well as annual plan development.
Restored share growth to protect leadership position of Thompson's Water
Seal core brand.
. Reversed years of continuing market share declines for key Thompson's
Water Seal brand, turning around previous year's seven point share
loss into 1.5 point gain.
. Developed TV copy that exceeded McCollum Spielman advertising norms for
consumer recall and persuasion, and supported with new $10,000,000
Thompson's national advertising campaign.
. United five separate Thompson's lines with 120 SKUs under a single
architecture with new packaging, POS displays, and advertising.
. Reduced product cost of longstanding Thompson's Wood Protector formula
by $2.4 million per year, while simultaneously improving technical
performance.
. Introduced seven new SKUs to revitalize Cuprinol brand, growing sales
14% to $16,000,000 in first year.
General Manager, Marketing and Sales, Dura Seal 1995-1998
Assumed full P&L responsibility for mature line of professional floor
coatings. Held responsibility for marketing/sales plans. Directed
initiatives of full-time field sales team of eight. Managed $2,000,000
annual budget.
. Increased annual sales over 28% to $8,000,000 and positioned brand to
sustain growth to $16,000,000.
. Generated $1,000,000 in high margin incremental revenues by securing
R&D funding to drive first major product line expansion in 30 years,
launching 43 new SKUs in five new categories..
. Grew annual sales by an incremental $2,000,000 by initiating
development and sales of water based products.
. Created Masterline brand, growing line to $1,000,000 and 15% of total
unit volume by adapting and re-branding proprietary polyurethane
formula to penetrate low-end segment. .
. Increased annual growth rate from 4% to 22%, earning recognition
by division president for driving fastest growing brand.
Education
NOrthwestern University, Evanston, Illinois
M.B.A., Kellogg School of Management, Marketing, Industrial Relations
Southern Methodist University, Dallas, Texas
B.A., English, minor in Economics
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