Marketing Development
Resume:
Geoffrey R. McCarty
**** ******* **** *****, *******, VA 24018
Cell: 540-***-**** Home:
*********@*****.***
Senior Marketing Leader
Strategic Business Development, Brand Transformation, Visionary Market
Positioning
Strategic Planning Established major aftermarket auto parts company as
national player within industry
Aggressively repositioned home improvement brand to
successfully distinguish it from competitors
Developed strategies to effectively compete in highly
commoditized market
Brand Development Strategically redefined brand promise, upon which new
creative positioning was developed and executed
Achieved true brand differentiation and brand
preference within category
Business Development Established research as critical tool for
organizational growth and development
Leveraged emerging opportunities to grow market share
Demonstrated capacity to drive results
collaboratively across functional groups
Established consistent methodology to measure Return
on Marketing Investment to ensure the most effective
and efficient use of marketing dollars
Leadership Transformed marketing/advertising role from
service/support department to that of strategic
contributor to the business
Consolidated merged marketing/advertising functions
to leverage efficiencies and optimize productivity
Transitioned outsourced advertising functions to
in-house capability, reducing cost and improving
efficiencies
Led company in establishing computer-based
advertising capability
Experience
MSM Consulting, LLC; Roanoke, VA
10/08 - present
Principal, strategic marketing consulting firm
. Marketing leadership with a focus on strategic development, brand
transformation and market positioning.
. Partners with clients to address business challenges, in order to
position organizations to effectively compete and ultimately transcend
their categories.
. Provides strategic marketing consulting services based on extensive
experience across a wide range of industries, both retail and commercial;
including the automotive aftermarket, home improvement, grocery and
banking.
. Offers guidance across the spectrum of marketing needs, including
consumer insight, brand clarity, business development, marketing
strategy, creative vision, communication planning and metric analysis.
Geoffrey McCarty, Page 2
Advance Auto Parts; Roanoke, VA
1/00 - 8/08
Senior Vice President of Marketing & Advertising
. Established marketing as lens through which company saw marketplace,
providing guidance for organization to deliver on consumers' needs.
Centralized research function utilizing available resources to conduct
consumer insight, market research and business intelligence studies to
provide knowledge of market dynamics and potential.
. Developed "best-in-class" Marketing team, establishing
marketing/advertising role as central function within organization,
transitioning from solely being a support function.
. Established AAP as national player after acquisitions grew organization
from 1700 stores to 2500 stores by 2003, by developing "We're Ready in
Advance" campaign, building creative and media strategy to deliver
message nationally.
. Transformed organization's perception of marketing from tactical device
to a powerful strategic driver of business by defining brand's place,
outlining strategies to build the brand and tactics that support the
brand positioning; developed successful internal marketing campaign to
engage and inspire the organization.
. Strategically repositioned AAP brand by conducting consumer insight
research to clarify consumer perceptions and behaviors and applying
discovery to redefine the brand promise and build new creative
positioning; growing market share in both retail and commercial sectors.
. Partnered with peer functions to assess their needs and accomplish their
goals; helped Merchandising grow their category sales, developed HR
recruiting/hiring strategies to increase retention by 20%, collaborated
with Commercial Sales team to drive 15% comp increases.
. Broadened customer base by targeting Hispanic audience (aggregated ROI of
245%) and by developing a Driver's Ed program to appeal to new, younger
drivers that grew to nine states and over 1M students in two years.
. Refined marketing investment to improve efficiency and effectiveness;
increasing brand metric return while improving A/S ratio each year (2.25%
in 2001 to 1.63% in 2008) and eliminating unproductive programs and
inefficient media.
Hechinger/HQ
1/96 - 12/99
Vice President of Marketing & Advertising
. Consolidated separate marketing/advertising functions of organization,
leveraging best from both organizations, optimizing headcount and
reducing payroll by 25%.
. Assimilated and enhanced advertising function of acquired retail stores;
assessed personnel, files and systems, while establishing transition plan
to accommodate future needs; achieved smooth transition, with relatively
few issues.
. Developed and implemented marketing strategy to distinguish organization
allowing it to compete very effectively against two larger competitors by
repositioning the brand and creating awareness of its unique offerings.
Home Quarters (HQ) - wholly-owned, independently-operated subsidiary of
Hechinger Stores 2/94 - 1/96
Director of Advertising
. Initiated in-house advertising capability; assessed existing processes,
efficiencies and evaluated needed changes of personnel and systems;
purchased system and conducted training, transitioning outsourced
functions to in-house functions, reducing cost and improving
efficiencies.
Pep Boys 9/87 -
2/94
Creative Director (advertising planning, development and execution)
. Researched, purchased, developed transition plan for implementation of
initial computer-based advertising capability and trained graphic
designers, typesetters and production artists to use new system;
enhancing work quality, increasing efficiency and productivity and
positioning advertising group to better support needs of the
organization.
Acme Markets
6/85 - 9/87
Art Director
Responsible for management of design and production of print advertising
program
Fleming Foods
8/84 - 6/85
Senior Graphic Designer
Responsible for design and production of weekly print and radio advertising
Geoffrey McCarty, Page 3
Education
Bachelor of Arts-Fine Arts (honors), Millersville University of
Pennsylvania
Albright College
Professional AffiliationS
Board of Trustees, Taubman Museum of Art
Elected to Board for the new $66 million art museum. Led development
of the brand positioning and participated in development of the
marketing strategy.
Elected by Executive Committee to serve as Chairman of Marketing
Committee.
Corporate Executive Board
Member of Marketing Leadership Council, participating in executive
roundtables.
Valley Character (Greater Roanoke Valley Character Coalition)
Co-Chair of Marketing Committee for the coalition through its first
three years of development. Continuing to participate in the
marketing planning and development.
AAIA - Automotive Aftermarket Industry Association
Member of Marketing Committee two years, contributing to the
development of the "Be Car Care Aware" marketing campaign.
Advance Auto Parts - Leadership Conference
Responsible for leading the development of the bi-annual conference
for the organization including the creative theme development as well
as the overall conference planning and execution. Objective of the
Conference was to convey corporate vision for the future; primarily
targeted to Store Managers (4,000 attendees).
Advance Auto Parts - Charitable Contributions Committee
One of four members of committee. Developed committee's charter,
which guided the organization's charitable giving and participated in
the monthly meetings to monitor the activity of the giving.
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