Marketing Manager

** ********* ***** ****: 609-***-****

Princeton Junction, NJ 08550 Cell: 609-***-****

E-Mail: ************@*****.***

David Grueneberg (www.linkedin.com/in/davidgrueneberg)

PROFILE

Highly visible industry leader with broad expertise across Traditional and Digital communication channels.

Proven ability to build teams, spur innovation, eliminate barriers, service customers, drive business

growth and provide industry leadership.

EXPERIENCE

Marketing/Media POV Consulting Jan. 2010 to present

• Provide objective advice, expertise and specialist skills with the aim of creating value,

maximizing growth and improving the business performance for my clients drawing upon my

experience in HBA, CPG and healthcare categories.

For Agency, Media Companies, Marketing Service &Research Providers

Zenith Optimedia Direct, New York, NY Feb 2008 - Dec 2009

SVP, Director of Client Services and Strategic Planning

• Direct and manage the activities of agency client services department.

• Agency managed $500mm in billings across all communication channels.

• Clients: Abbott Labs, Sanofi-Aventis, Schering Plough, Jenny Craig, T-Mobile, Merial, Genzyme,

Astra Zeneca, HSBC Life Insurance, Wells-Fargo Mortgages, Curves.

• Drove marketing innovation for brand plans and explore and developed 360 programs with key

marketing partners in order to fully integrate channel communication.

o Utilized key consumer insights to drive strategy & execution

• Successfully tested new geo-targeting strategies to drive brand share growth in opportunity

areas.

• Collaborated with digital agency for strategic integration of digital channels with traditional

planning.

• Cooperative development of strategies for Paid Search, Banner, CPA and Content sponsorship

programs with existing and new media partners (both on and offline). Educate brands on

broadband video, social media and mobile marketing for testing and learning.

• Built alignment on appropriate campaign metrics and the role of each communication channel.

• Developed and executed best practices for enhancing brand effectiveness and efficiency (i.e.

Hybrid DRTV, GeoTargeted cable, Social media).

o Increased Mass reach program ROI by 25%.

o Overachieved by +10% 2008 consumer response goals for Abbott Diabetes Care

Freestyle meter campaign, improved conversion by 40%.

• Develop and maintain relationships between agency, clients and all partner agencies.

• Participated in successful new business pitches (awarded Jenny Craig - January, 2009).

• Team Management: Manage a department of 10 client service professionals.

• Prepare agency revenue projections, client P*L reporting.

Bristol-Myers Squibb, Plainsboro, NJ 1982-2007

Director of Advertising Resources (2001-2007)

• Directed and managed the activities and relationships with all outside communication agencies

providing media/marketing resources to all BMS companies, both for consumer and professional

media (Mindshare, FCB Healthcare). Includes Digital and DR specialist agencies (Mindshare

Interactive, Eickoff).

• Directed annual media/marketing investment $300mm

DTC Brands: Plavix, Abilify, Orencia, Atripla, Reyataz, Sustiva Pravachol, Glucophage.

OTC Brands: Excedrin, Excedrin PM, Keri, Comtrex, Diabetes Consumer Products.

Nutritional Brands: Enfamil, Tolerance, Early Family Beginnings Project, Next Step.

Other: Corporate Image Advertising, Clinical Trial Recruitment

• Reviewed/approved all communication strategy development and implementation oversight.

• Managed National Broadcast and Cable Upfront TV Strategy/Process and Annual Print media

Negotiations.

o Saved BMS an average of 20% on Demo CPM’s through strategic buying process and

upfront commitment calibrations.

• Operational oversight of Exhibits Services Group which managed over 120 domestic and 20

international conferences annually.

• Drove marketing innovation for brand plans and tested emerging communication platforms.

• Shared brand target insights via formal agency briefings to allow agency opportunity to develop

successful communication plans which delivered/exceeded brand goals.

• Drove integration of offline and online channels to maximize campaign effectiveness and reach

“engaged” targets.

• Negotiated all agency fees and determined appropriate agency staffing.

Controlled total agency FTE’s and fees by enhanced processes to control volume of

requests.

• Drove process and best practices to enhance effectiveness and efficiency.

• Developed and maintained relationships between internal customers, joint venture partners and

external agency resources.

• Developed and executed an annual media training seminar and a media supplier fair.

• Managed “Celebrity” Talent contract for Corporate Branding Campaign (Lance Armstrong)

• Maintained worldwide alignment of BMS consumer media agencies (Europe/Asia).

• Team Management: Responsible for professional growth and development of six professionals.

• Active participant in Association of National Advertisers committees.

Bristol-Myers Squibb: BoClaro (In-House Agency), New York, NY

Director of Media Planning (1996-2001)

• Directed the development and implementation of all consumer advertising media.

• Approximately $300mm annually (Network TV, Print, Internet, Radio, Out of Home,

Newspapers).

Clairol: (Nice ‘N Easy, Herbal Essences, Loving Care, Ultress, Men’s Choice)

BMS OTC&DTC: Excedrin, Comtrex, Ban, Keri Lotion, Pravachol, Glucophage, Dovonex

Nutritionals: Enfamil, Boost, Sustical, Nutrament

• Negotiated exclusive marketing sponsorships for Clairol including “Cosmo Makeover” CD-

ROM which sold in excess of 20,000 units annually ( 3 years)

• Created a streamlined process for developing and presenting strategic recommendations.

• Directed the Print Media buying staff and the development of buying strategies to maximize

BMS leverage and added value opportunities.

• Directed the development of several customized computer software ideas to improve

reporting efficiency.

• Team leader of European Global Media Team, responsible for driving best practices across

regions, including consolidation of vendors and value improvement goal setting.

• Directed Clairol Sponsorship of Women’s Singles Tournament at US Tennis Open (media,

hospitality, signage, etc.).

• Generated Integrated Marketing Programs as standard procedure for all BMS divisions.

• Negotiated innovative strategic partnership with I-Village website to exclusively feature the

haircare/color business (Content Sponsorship, Exclusivity, User selection tools, integrated

with offline media; print and National radio series, I-Village Radio).

• Team Management: Managed a department of 15 professionals.

• Responsible for creating a highly charged service/customer focused department which

provided competitively superior services at a highly efficient cost (versus external agency

benchmarks).

Bristol-Myers Squibb: BoClaro (Continued), New York, NY

Senior Manager/Manager of Media Planning (1982-1996)

Advertising to Women, Inc. New York, NY 1981-1982

Media Supervisor

Dancer, Fitzgerald, Sample, Inc. New York, NY 1977-1981

Media Planner/Senior Media Planner

EDUCATION

State University of New York at Albany

Communications, BA, May, 1977

SPECIAL

RECOGNITION

• Top 25 DTC Marketer of the Year - 2003 (DTC Perspectives Magazine).

• 2003 Bristol-Myers Squibb President’s Award: Contributions to Marketing Services Group.

• 1997 Bristol-Myers Squibb the President’s Club Award: Contributions made to enhance marketing

productivity.

• Worldwide Medicines High Impact Initiative: Advertising and Media College

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