Marketing Sales

DAVID J. FIELDS

HOME: 615-***-**** ? CELL: 615-***-****

E-MAIL: abhgmo@r.postjobfree.com

*** ******** ****, ***********, ** 37172

MARKETING MANAGER . MBA

PROFILE

[pic]

Accomplished marketing leader with broad experience in creating marketing

strategy and executing marketing plans in three industries including CPG.

Proven ability to direct highly targeted marketing strategies that grew

revenues and profits. Expertise in development and execution of retail

marketing plans, brand development, advertising management, and marketing

research/customer insights. Strong record of effective public

presentations and written communications to internal and external

audiences.

SELECT MARKETING ACHIEVEMENTS

[pic]

Proven ability to develop and execute marketing strategy:

. Managed marketing plans and budgets for most profitable division of

company with annual growth in revenue and profits

. Directed development, design, and launch of $80 million product line

resulting in record revenues and profit margins

. Orchestrated product realignment strategy that reversed a $1.8M loss to a

$0.9M profit in 6 months

. Led redesign and relaunch of existing products that resulted in a

dramatic reversal of 5 year sales decline

. Created marketing, product, and sales strategies for retail, mass

merchant, wholesale, distribution, and e-commerce channels that achieved

10%+ year-over-year growth

. Launched private label product line that exceeded sales and profit

targets in first year

. Executed market segmentation, product positioning, sales forecasting, SKU

rationalization, and pricing

Demonstrated success in using marketing plans and tactics to achieve

business goals:

. Created multi-channel marketing and sales plans

. Drove optimization of the mix of product features and benefits, pricing,

distribution, and promotional activities for each market segment

. Demonstrated ability to increase market share and to drive new product

placement

. Managed the mix of packaging, merchandising, printed materials,

advertising, web strategy, public relations, trade shows, and other

actions into cohesive annual plan to maximize effectiveness

. Directed creative efforts (including copy, graphics, photography, and

video) with internal and external agencies that met marketing objectives

and maximized effectiveness and ROI

. Led sales conferences that provided training on new product

benefits/features, unique brand position, promotions, merchandising, and

drivers of consideration in decision-making process

. Created product development road maps and timelines for complete product

life cycle using Stage-Gate approaches

. Developed ADDY Award-winning marketing campaigns

Proven record of developing, interpreting, and applying highly-actionable

marketing research to development of marketing and new product strategies:

. Leveraged marketing research findings to strengthen position in line

reviews with key accounts

. Established brand analysis that led to repositioning and redesign of

products which achieved significant competitive advantage for key product

lines and services

. Led market segmentation projects that produced the targeting of distinct,

actionable groups of current and potential customers resulting in a

reversal of negative sales trends

. Directed ongoing competitor tracking for multiple product categories

EDUCATION AND CERTIFICATION

[pic]

MBA, Belmont University, Nashville, TN

BS, Tennessee Temple University, Chattanooga, TN

Certification in Marketing Research, Burke Institute, Covington, KY

PROFESSIONAL EXPERIENCE

[pic]

BATH FITTER Springfield, TN/ Montreal, QC

2010 - 2011

Senior marketing leader for provider of home improvement products and

services

Director of Marketing and Communications

. Developed marketing and sales strategies for $350 million product line

. Executed highly targeted strategies and tactics in broadcast, print,

direct mail, and internet media

. Guided the development of new corporate brand identity

. Led all internal and external corporate communications for 200+ locations

in U.S. and Canada

TRICOR Nashville, TN

2008 - 2009

Senior marketing leader for business-to-business provider of manufactured

good and services with accounts including Anderson Hardwood Floors,

Franklin Sporting Goods, and the State of Tennessee

Marketing Director

. Developed and executed marketing, product, and sales strategies

. Managed product development/management, sales, marketing, and customer

service organizations

. Created the product development/management processes

HICKORY HARDWARE Nashville, TN

2006 - 2008

Marketing leader for CPG manufacturer with international accounts including

Lowes, Home Depot, Menards, Wal-Mart, True Value, and Rona

Marketing Manager

. Developed and executed marketing and product strategies resulting in 27%

and 10% sales growth for two business units

. Guided the development and launch of new Hickory Hardware brand identity

and packaging

. Directed advertising, retail programs, and public relations

. Created the marketing and product management road maps/timelines based on

Stage-Gate processes

. Acquired and interpreted all corporate brand, customer satisfaction, and

product marketing research

GFK Nashville, TN

2004 - 2006

Senior researcher at world's 44h largest provider of consulting and

marketing research services to accounts including Chase, Bank of America,

U.S. Bank, and TD Ameritrade

Senior Research Director

. Consulted with clients on the development of marketing strategies and new

products/services

. Led design of marketing research to meet business needs of Fortune 100

banking and financial service clients

. Directed research instrument development, data analysis, and application

of data to client business models

. Presented research results to highest corporate leaders at client

companies

. Managed client relationships and negotiated contracts

THOMAS NELSON Nashville, TN

2002 - 2004

Senior marketing leader at 6th largest trade and business book publisher in

U.S.

Vice President of Marketing

. Directed the development of marketing strategy for a $55 million product

line that resulted in 11% sales growth rate

. Led teams in development of marketing plans for retail, direct, and e-

commerce channels

. Designed and executed sales promotions, packaging, and merchandising

. Executed redesign and successful relaunch of existing products that led

to major turnaround in sales

LIFEWAY Nashville, TN

1987 - 2002

Senior marketing leader for publisher of educational curriculum

Director of Marketing Strategy and Planning

. Progression of increased marketing responsibility with 7 promotions in 15

years

. Developed product and marketing strategy that grew key business unit

sales to $160 million

. Provided quantitative and qualitative research used for product

development, strategic planning, advertising development, and competitive

analysis

. Directed National ADDY Award winning marketing campaign

ACTIVITIES

[pic]

Home Improvement Research Institute

2006 - 2011

Vice President - Board of Directors

Provided leadership in development of marketing research projects for home

improvement industry association

Belmont University Nashville, TN

2006 - 2007

Adjunct Professor of Marketing

Taught senior-level marketing courses in undergraduate program

PROFESSIONAL DEVELOPMENT

[pic]

Accelerating Continuous Improvement - Business Excellence Institute

Measuring Advertising Effectiveness - NOP World

Institute of Business Forecasting - Best Practices Conference

Stage-Gate Processes - Product Development and Management Association

Certification in Marketing Research - Burke Institute

New Research Models for Marketing Issues - Total Research Corporation

Seven Habits of Highly Effective People - Covey Leadership Center

FrontLine Leadership Management Training

Fundamentals of Marketing: Modern Concepts and Practices - American

Management Association

Contact this candidate