Manager Marketing
Resume:
RICHARD K. BAKER
Kirkwood, Missouri 63122 **********@***.***
Qualifications Multi-disciplined senior branding and marketing communications
executive with record of leveraging cutting edge technology to grow share for major brands in
consumer and B2B markets:
Comprehensive Marketing Background: Cross-functional skills in all aspects of consumer and
B2B marketing – integrated advertising/marketing communications, global brand
positioning/brand management, market research/analysis, consumer promotions/incentives and
distribution channel management.
Principal Communications Executive: Communications executive for major consumer
brands and B-to-B brands. Skilled in brand positioning, communication strategy, creative
development, media planning, direct marketing, creative production, agency management,
public relations and communications research/tracking.
Pioneer in Internet and New Technology: Leveraged expertise in new media, digital and
database marketing as competitive edge to consistently over-deliver against key performance
metrics. Pioneer across multiple industries in deploying flash technology, search engine
optimization, rich media assets, viral marketing, mobile technology and e-lead capture.
High Energy Team Leader: Skilled in recruiting and developing talent and fostering a
positive work environment that inspires loyalty and staff retention. Able to coach / mentor staff
and build external vendor teams that consistently exceed expectations.
S elected Achievements
Brand Turnaround: Reversed 6-year market share decline as Brand and Marketing
Communications Manager for a major B2B capital equipment brand by delivering a
sustained 10% year-over-year market share increase.
Brand Growth: Managed brand growth of a major materials handling company to
increase overall purchase intention and shopping activity.
Brand Leadership: Established brand as premium price/high value leader in product
category. Awarded numerous Chicago BMA Tower Awards and national ’Best
Advertising Campaign’ from BMA.
P rofessional Experience
RKB COMMUNICATIONS Kirkwood, Missouri
President/Owner (02/09-Present)
Management of full service advertising and marketing communications agency.
THE RAYMOND CORPORATION -Division of Toyota, Inc. Greene, New York
Global Materials Handling Equipment manufacturing firm with annual revenues of $700M
Marketing Communications Manager (6/08–1/09)
Established re-branding program by developing architecture and appointed new creative
marketing communications and merchandise agencies. Developed strategic B-to-B
marketing communications plans and leveraged new technology to grow market share.
Led integrated B2B internet-based and traditional marketing initiatives.
Launched new marketing collateral style/template.
R ICHARD K. BAKER / PAGE 2
Professional Experience (Continued)
CNH INC./NEW HOLLAND / KOBELCO NORTH AMERICA Chicago, Illinois
Brand and Marketing Communications Manager (4/07–1/08) Established branding
architecture and turned around steep 6-year market share decline. Conducted market
assessment and research to diagnose critical issues and identify key opportunities.
Developed strategic B-to-B marketing communications plans and leveraged new
technology to grow market share, re-establish brand / market competitiveness,
identification of national accounts and rental industry targets and working thru 500+
dealer/distributor base.
SHOW WORKS Lake Forest, Illinois
Chicago-based event marketing and promotions management agency
Director of Marketing (2001-2007) (Agency closed in 2007)
Established new Western suburbs office
Acquisition of new accounts
Continued agency annual growth-27%
Management of executive conferences/client trade shows
Development of corporate event marketing programs-15 annually
HYSTER COMPANY Greenville, North Carolina
Global materials handling company with $700M+ revenues
Advertising and Sales Promotions Manager (1988-2001)
Management of advertising, brand/marketing communications and marketing campaigns for
premier market leading materials handing company..
Exceeded company growth in market share and units growth (30%).
Increased penetration of units, aftermarket and national accounts.
Directed brand-focused advertising and communications program.
Developed local marketing campaigns for 240+ North American dealerships.
Directed database marketing (8-10 mailings/40,000 pieces) and lead inquiry.
Implemented corporate/marketing communications national/regional markets.
Directed licensed corporate merchandise program, catalog/internet sales.
Principal corporate communications and trade media contact. .
Co-ordinated Penn & Teller ‘lift truck card trick’ for ‘Late Show with David Letterman’
Managed national trade show programs (39 annually), NA YP Co-op program.
Developed new sales literature format, printing and fulfillment-750,000 pieces annually.
THE AD GROUP, INC. Baltimore, Maryland
Ownership/Management of 7 person, full service advertising agency.
President (1979-1986)
SHEAFFER EATON- Division of Textron, Inc. Pittsfield, Massachusetts
Sheaffer personal writing instruments and Eaton fine writing paper
Advertising and Division Communications Manager (1976-1979)
E ducation
Bachelor of Science in Marketing Missouri Western State St. Joseph, Missouri
Master of Arts in Communications Saint Louis University St. Louis, Missouri
Master of Science in Advertising Study Northwestern University Evanston, Illinois
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