Marketing Customer Service

KEVIN A. HOBBS

Home: 805-***-**** Mobile: 805-***-****

E-mail: *******@**********.***

Senior executive with success in marketing and business development.

Strategist, innovator, and research expert that is successful at

launching new products and developing break-through advertising &

marketing promotions that produce exceptional growth and profitability.

An expert in branding & brand development.

PROFESSIONAL SKILLS

. Business and Marketing Strategy

. Branding & Brand Development

. Targeting & Customer Segmentation

. Advertising & Multi-Channel Marketing

. Customer Service & CRM

. Digital Marketing & Internet Strategy

. SEM, SEO, & E-Commerce

. Partner/Vendor Relationship Management

. Market Research/Consumer Insights

. Global/International Marketing

. Productivity & Performance Improvement

. New Product Launch

. Corporate Communications (PR)

. Budgeting and Planning

. Segmentation & Statistical Analysis

. Mentoring and Team Development

MANAGEMENT EXPERIENCE

HOBBS & ASSOCIATES CONSULTING, Thousand Oaks, CA

2009 to present

Managing Director

A marketing consulting company advising small business groups.

Consulting assignments focused on branding, loyalty marketing and

developing integrated multi-channel direct marketing promotions.

Clients include firms in membership clubs, restaurant industry, financial

services, publishing, and telecommunications.

AFFINITY GROUP, INC. Ventura, CA

1998 - 2009

Senior Vice President 2007 - 2009

Vice President of New Business Development 2004 - 2007

Vice President of Marketing 1998 - 2004

$600M Holding Company conducting business in membership clubs (The Good

Sam RV Club, Coast-to-Coast, Golf Card International), publishing (Ehlert

Publishing & TL Publishing), retail stores (Camping World), and

partner/strategic alliance products & services (financial services,

insurance, recreational services, etc.).

. Grew club membership levels over 9% to over a million members using

integrated multi-channel marketing campaigns (direct mail, email,

print, website, and retail POS). Prior to campaign, division

experienced 5 years of stagnant growth.

. Created internet marketing department that quickly grew to more than

$37M in consumer sales.

. Grew partner/strategic alliance sales to contribute more than 35% of

organization's Net Operating Profits. Introduced new products and

enhanced marketing of existing partner products including P&C

insurance, extended warranty products, vehicle financing, cellular

services, and roadside assistance services.

. Launch new affinity credit card which grew to a cardholder base of

263,000.

. Developed single source marketing database of 5.7 million potential

customers. Database models that have increased promotional response

rates by 40%.

. Cut public relations costs by 40% while increasing positive media

coverage.

. Developed comprehensive new branding platform, including the

development of branding guidelines, the design of new logo, and

development & launch accompanying marketing campaign.

. Conceptualized and launched a "Cause Marketing initiative" creating

partnership with Paul Newman Charities that generated over $100K in

charity contributions and over $1 million in positive company media

coverage.

. Developed and launched marketing efforts for new Events Division with

45 shows in 35 cities.

KEVIN A. HOBBS *******@**********.***

Phone: 805-***-****

TRANSAMERICA LIFE COMPANIES, Los Angeles, CA

1996 - 1998

Vice President, Market Development

Managed the Market Development function at the nation's fourth largest

life insurance and annuity company.

. Developed strategic alliance with telemarketing/internet company to

direct market term life insurance. New distribution channel grew to

be 5th largest agency within 6 months of operation.

. Developed single source marketing database with over 2 million

potential insurance & annuity customers.

AMERICAN AUTOMOBILE ASSOCIATION, Orlando, FL

1993 - 1996

Corporate Director, Market Research & New Business Assessment

Headquarters for the nation's largest federation of automobile clubs with

over 69 regional franchises with a combined membership base over 50

million members.

. Conceived and implemented comprehensive customer satisfaction tracking

process that led to 33 new association standards (franchisee

requirements) in the U.S. and Canada.

. Led research efforts to develop new association branding platform.

Also played key role in introducing new platform to regional

franchisees for approval.

GENERAL MILLS, Orlando, FL

1989 - 1993

Director, Business Planning (International Marketing & New Concept

Development)

Worked within restaurant division (now called Darden's Restaurants),

which is the nation's largest collection of casual dining restaurants

including Red Lobster, Olive Garden, and Longhorn Steak House.

. Led marketing efforts to reposition international restaurant concepts

in Japan and Canada. New positioning led to 7% sales improvement.

. Conducted market research and operations analysis to launch China

Coast Restaurant concept and the Bahama Breeze Restaurant concept.

EDUCATION

M.A., Economics

University of Wisconsin, Oshkosh

B.A., Economics and Political Science

University of Wisconsin, Madison

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