Account Executive Marketing
Resume:
Steve Stockbauer
Bloomington, IN 47403
**********.*****@*****.***
OBJECTIVE: Obtain agency account services position that blends the best of
scientific, data-driven marketing with brand management and artful creative
execution.
SUMMARY: 13-year advertising agency account services veteran with M.B.A.
education. Have worked on well known fast food brands (Wendy's, Pizza Hut),
a Fortune 500 national hospital system, and a Fortune 500 national health
insurance plan (in a heavily regulated industry segment). Possess a broad
base of experience from strategic to tactical - national corporate brand
marketing campaigns, local campaigns with field marketing organizations,
hard-hitting direct response campaigns, and a wide range of tactical
executions (TV, direct mail, Web, SEO/PPC, newspaper, outdoor, collateral,
radio, inbound/outbound telemarketing).
PROFESSIONAL HISTORY:
Account Supervisor, Finelight, Inc., Bloomington, IN 2005-Present
Be an expert on the business of my clients. Define client target audiences
and understand what moves them. Develop targeted, measurable strategies
that position client's brand in the marketplace and motivate the target to
a specific, desired action. Manage account team in the implementation of
those strategies. Manage client relationship with client-side marketing and
sales VPs. Primary focus is health insurance industry clients in the
heavily regulated Medicare segment - including Universal American, a
Fortune 500 health insurance company.
. Direct teams consisting of representatives from multiple agency
disciplines: creative, direct response & general media, interactive,
telemarketing & telesales, data analytics
. Lead brand positioning efforts and research-client analysis, customer
analysis and competitive analysis
. Develop integrated strategic marketing plans designed to achieve
specific client objectives (awareness, response rates, cost per lead,
cost per sale)
. Develop direct mail targeting strategies, utilizing profiling,
segmentation and response modeling
. Design direct response testing strategies
. Forecast campaign results using agreed upon success metrics
. Collaborate with creative directors, provide strategic input during
the creative development process (TV, direct mail, web, SEO/pay-per-
click, collateral, outbound cold calling)
. Analyze campaign performance and optimize efforts in real time based
on quantifiable results, while developing deeper insights to be
applied in future campaigns
. Collaborate with agency executives to identify growth opportunities
for existing accounts
. Develop and maintain intimate knowledge of each client's business -
product, competition, industry trends
. Manage agency RFP responses and new business pitches in collaboration
with business development staff
. Forecast revenue from my client book of business
. Develop career growth plans for account team members
Account Executive, Doe Anderson Advertising, Louisville, KY 2003-2005
Worked with the Community Health Systems client, a system of 73 hospitals
located primarily in small, rural markets throughout the U.S. Worked with
agency creative and the local hospitals to develop comprehensive branding
communications - from traditional print, radio & TV to outdoor, direct
mail, and PR.
. Led the planning and implementation of advertising for 21CHS hospitals
and their physicians, including "ER+" branding initiative and various
service line marketing efforts
. Managed the client relationship at both the field level (individual
hospital CEOs and their marketing directors) and the corporate level
(marketing directors and assistant group VPs)
. Presented and sold in agency recommendations/POVs, including creative
and media.
. Worked with agency media department to plan and contract local media
Brand Account Executive, Bates USA, Dublin, OH 2001-2002
Worked on the Wendy's national creative, media buying and planning account.
Primary responsibility was to collaborate with the account supervisor and
client brand team to coordinate development of advertising on two of
Wendy's four major brands: 1) Chicken and 2) 99 cent Super Value Menu.
. Spearheaded development of creative briefs for national and test
product TV, radio, print and in-store POP, working with Wendy's brand
directors and brand managers, as well as agency creative and strategic
planning groups (i.e., Homestyle Chicken Strips, promo sandwiches)
. Led implementation of all national added value programs. Coordinated
brand AEs, Bates' media dept., creative, brand and media groups at
Wendy's, as well as print and broadcast media conglomerates (AOL/Timer
Warner, Viacom, etc.) to determine parameters of execution, develop
creative, and obtain approvals
. Worked with the public relations group at Wendy's to develop creative
for event marketing efforts
. Participated in client-side cross-functional new product development
team for Homestyle Chicken Strips
Account Executive, Valentine Radford Advertising, Kansas City, MO 1997-2001
Worked on the Pizza Hut local spot planning and buying account.
Responsible for working with the media dept. to develop local TV and radio
plans in as many as 11 markets at a time. Worked with local market
advertising co-ops to build consensus support and approval of those plans.
Identified, evaluated and implemented local promotions and sports
sponsorships.
. Acted as primary agency contact for multiple Pizza Hut corporate and
franchise clients
. Authorized the purchase of broadcast media and ensured the acquisition
of added value promotions
. Worked with stations and clients to implement added value promotions
. Managed advertising co-op cash flows
. Facilitated communication within co-ops and co-op voting, and led
quarterly co-op meetings
. Supported the launch of multiple new products at the local level
EDUCATION:
Master of Business Administration (Marketing emphasis)
Rockhurst University, Kansas City, MO, December, 2006
Bachelor of Arts - Mass Communications
Bachelor of Arts - English (Creative Writing and Journalism emphasis)
University of Missouri-Kansas City, December, 1996[pic]
Contact this candidate