Sales Marketing

Multi-faceted leader and hands-on advertising, marketing and promotion

executive with over 20 years of in-depth, cross-functional leadership and

analytical performance management. Senior management experience is rooted

in the incisive ability to strategize and execute forward-thinking

solutions that always exceeds client's benchmark by delivering:

unparalleled revenue growth, profit margins, new product

growth/development.

Expertise in repositioning brands by improving corporate and brand

recognition through the use of innovative, strategic planning that

includes: an integrated marketing mix of research, analysis, P&L,

advertising, promotion, and event sponsorship. Proactively identify and

develop new product opportunities and secure growth through tactical

negotiation with upper management decision makers. Additional Specialty -

Beauty hair care market, as well as comprehensive, segmented marketing

creative for both African-American and Hispanic markets.

CAREER SKILLS

New Product Introduction Competitive/Trend Analysis

Strategic Planning Market Penetration and

Expansion Segmented Marketing Sales Forecasting

Cost & Budget Management Market Research/Test Marketing

Advertising & Promotion Strategies Media Planning

Creative (Print, Radio & TV) Collateral

Development Comprehensive Print Production Senior

Copywriting Digital Marketing

Strategic Planning Direct Mail

Program Development & Implementation

Consumer/Business Promotion Implementation & Execution

Event/Trade Show Planning & Management

PRODUCT MANAGEMENT & BRANDING

AVLON INDUSTRIES, Melrose Park, IL

1992 to Feb. 2009

Marketing Consultant - Reported directly to President & Senior V.P.

Marketing $30-35 million,

privately held company

. Generated an 18%-38% total, yearly sales increase in salon retail hair

products continuously during the above period* via strategic

planning. This included: advertising, direct mail and promotion

program development via multi-tiered channels of national chain sales

accounts, regional/local, professional salon product distributors and

national consumer programs. In addition, the crea- tion and

execution of national ads, promotions and sales collateral (for distri-

butor, consumer, retail consumer and sales force), product collateral

(includes: brochures, posters, booklets, calendar,

etc.), P.O.P. (displays/banners) and premium promotion selection. All

aimed at domestic market. International markets include: Europe, South

America, Central America and Mexico.

*Current sales are not available due to new senior management

transition.

PRODUCT MANAGEMENT

AVLON INDUSTRIES, Melrose Park, IL

Cont'd

Product Management & Branding 1992 to

Present

. Successfully generated a 12%-20% total, yearly sales increase in salon

relaxer sales during the above period via the analyzing of target

markets, identifying new product opportunities, and developing

innovative strategies to extend and expand flagship product line. This

also included the development and execution of creating advertising,

collateral (distributor, primary/secondary consumer, retail con-sumer

and sales force) and promotional programs aimed at the same channels

and market targets previously referred to under salon retail products.

Domestic and international markets: Europe, South America, Central

America and Mexico.

. Responsible for assisting in the strategic planning to enhance and

increase brand awareness and product demand for company's maintenance

products, salon retail products, permanent wave, relaxer and hair

color brands. This has led to this company becoming the number

one, ethnic brand in the salon relaxer category-nationally-among

African-Americans and Hispanics; the number two brand -nationally-in

salon retail products among African-Americans; the number six brand-

nationally-in hair lightener among general market in competition with

international, conglomerate hair color companies like Clairol, Wella,

L'Oreal and Matrix.

. As a result of my creative efforts and marketing, this increased brand

aware-ness and product demand for Avlon products has led to inquiries

from Proctor & Gamble and L'Oreal for the purchase of the

company. This is directly related to the increased market share

that Avlon brands have acquired in the salon industry marketplace

during the last 8 years. Both inquiries have been made-simultaneously-

in 2006 through spring 2008.

. Produced competitive market analysis reports, industry and package

goods trend reports, new product projections and launch plans,

advertising and promotion plans, retail loyalty program and influencer

magazine PR programs.

. Established and developed loyalty, direct mail marketing program aimed

at stylists nationally via introduction of Avlon Asset newsmagazine

(48 to 60 pgs). Initial base of 20,000 stylists--now currently at

50,000 stylists-- since imple-mentation in 1999. In addition to hand-

outs at national distributors. Created concept and executed creative

including the supervision of art director, retouch-ers, printer, print

production team and other secondary vendors (i.e. photo-graphers and

staff associated with photo shoots, stock photo companies, etc.).

. Supervised and managed project teams from 12 to 35 people for the

execution and implementation of communication materials,

promotion/publicity projects (both company/joint venture) and also in

the area of regional/national trade shows.

COST & EFFICIENCY MANAGEMENT

. Developed and supervised project budgets ranging from $25,000 to

$250,000. Reduced annualized expenses by 10-20% yearly through

comprehensive ana-lysis of the historical, overall marketing

plan/project budgets, print production and post production budgets,

photo shoot and other related vendor budgets. Increased ROI via

efficient budgeting, close monitoring of expenses, and tactical

negotiation with industry partners, or co-op partnerships (i.e.

magazines, chain salons, and non-industry, complementary brands).

OTHER EMPLOYMENT HISTORY

MPD STUDIOS, Chicago, IL (Graphic & Digital Company) 2002 to

2007

Marketing/Creative Director Consultant

Clients: McDonalds, Sprite,

LEAPHART & ASSOCIATES, Evanston, IL (Consultancy Firm)

Marketing Product Manager/Marketing Assistant

Clients: Johnson Publishing Company, Chicago, IL (Ebony/Jet - retail Hair

care products.)

Seagram Liquor Company, New York, NY (Chivas Regal, Mumms Cognac-promotion

& events)

Soft Sheen Products Company, Chicago, IL (salon and retail hair care

products)

Miller Brewing Company, Milwaukee, WI (promotions & special events)

Pabst Beer Company, Milwaukee, WI (Malt liquor products & special events)

Johnson Products, Chicago, IL (salon and retail hair care products)

Local Pepsi Cola Bottlers, Chicago, IL (promotions & special events)

Palm Beach Products, Minneapolis, MN. (Retail hair care and skin care

products) Josepha of Paris, Paris, France (salon hair

care products and cosmetic products)

VINCE CULLERS ADVERTISING, Chicago, IL

Senior Copywriter/Copywriter Supervisor

Clients: Kellogg's, Ameritech and Sears

OGILVY & MATHER ADVERTISING, Chicago, IL

Senior Copywriter

Clients: Nationwide Insurance, Sears (Home furnishings, small

appliances and major appliances), SC

Johnson Company (retail hair retai

retail hair care/perms) and Great America

EDUCATION & AFFILIATIONS

MEMBER OF AMERICAN MARKETING ASSOC.

Seminar training includes: lifestyle, package goods,

luxury & digital marketing

SAN JOSE STATE UNIVERSITY, San Jose, CA

Double Major Degree in Journalism / Creative Writing

Minor Advertising / Marketing

Leslie Honor

8223 S. Wabash Chicago, IL 60619 773-***-****

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

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