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JEFFREY ZAFFRON
**** **** ******, *******, ** 79424
806-***-**** abic5i@r.postjobfree.com
WHO:
I'm a professional marketer, branding expert and award-winning creative
director with the proven ability to build brands and create messaging that
swings the door. Over the past 17+ years I've created ultra-successful
fully-integrated advertising and marketing solutions (strategy, research,
creative execution, measurement, etc.) for global super-brands like Wal-
Mart, Serta, Albertsons and, most recently Ashley Furniture. I've led teams
big and small to achieve and surpass organizational goals and create a
strong ROI. My leadership skills are superb, my vendor network unparalleled
and I'm ready to put my skills, experience and overall business acumen to
use for you.
WHAT:
. Creative development and management . Strategic and
relational marketing . Organizational / workflow development
. People and process management . Budget development and
management . Media planning and management
. Brand identity / graphic design . Copywriting / script
development . TV, radio and web production
WHERE & WHEN:
The Ashley Companies / Ashley Furniture HomeStore / At Home Furnishings,
LLC
VP Marketing & Creative Services: Ashley Furniture HomeStore W. Texas
Jan. '08 - Present
Responsible for the advertising, strategic and relational marketing, PR and
all MarCom activities for seven stores with total sales of $85 million
annually. Develop and manage a $7.5 million advertising and promotion
budget. Manage an internal advertising staff, customer care staff / call
center and all production agencies and media outlets.
Managing Director: At Home Furnishings, LLC. - Ashley Furniture HomeStore
W. Texas July '08 - Present
Developed the methodology, business plan and all functions related to
opening a new, boutique furniture gallery. Managed every pre-opening
process from real estate to contractor to ordering and IT functions.
Continual executive management of all ongoing operational processes
(advertising, sales, training, P&L, merchandising, workflow development,
delivery, etc.)
Director of Creative Services: The Ashley Companies
Feb. '05 - Jan. '08
Chief marketing and creative strategist for $3 billion Ashley Companies.
Created, directed and implemented full line of promotional advertising
programs for Ashley Furniture HomeStore which helped them achieve the
number one home furniture retailer position. From ideation through final
production of all integrated marketing materials and programs (broadcast,
print, online, video, outdoor, etc.), I managed the people, the processes
and helped increase the awareness and profitability of this company more
than 33% during my tenure.
Notables:
. Successful development and rollout of new national brand identity
program across the licensee network resulting in 45% increased brand
awareness and recall in our target demographic.
. Achieved 100% on-time delivery of all marketing and advertising
materials across a 350+ store licensee network.
. Development and implementation of Web-based production system
allowing for only a 10% staff increase to handle 120% increase
in store count.
. Promotional plan for 2009 generated increased overall store traffic
(15%) and + comp sales - in recessed economy.
Albertsons Grocery Stores, Inc.
Creative Director
Feb. '03 - Feb. '05
Role with Albertsons was multi-dimensional. Initial charge was to help
design a single in-house advertising facility (policy / procedure,
staffing, IT, etc.) to consolidate nationwide advertising efforts (done
regionally at the time) to build and strengthen the brand through
consistency. Task was completed ahead of schedule and under budget. Once
completed, I assumed primary role of Creative Director for the company;
managing both the Phoenix- based production facility (50+ employees),
working with corporate management, and guiding all marketing and
communications efforts for the entire Albertson's enterprise (broadcast,
web, print, etc.).
Notables:
. Successfully completed set-up of fully functioning advertising
production facility in 10 months; 2 months ahead of schedule and $100,000
under budget.
. Launched successful integrated re-brand of Albertsons; via the
"Helping make your life easier" campaign in all media.
. Developed and managed first ever integrated advertising focus groups
across Albertsons network resulting in the methodology behind
our re-branding.
GES Exposition Services
Regional Director of Creative Services
Jan. '02 - Feb. '03
Managed 5 cross-functional teams totaling 30 employees (structural design,
graphic design, floorplan, detailing and production). Designed and built
structures and produced graphics for large-scale trade shows at venues like
McCormick Place, Navy Pier and more. Also served a creative director and
production management for GES' Central Division satellite offices in
Minneapolis, Milwaukee, Indianapolis, Cleveland, Kansas City, St. Louis and
other centrally located major metropolitan areas; managing an additional
indirect staff of 20.
Notables:
. Revamped procedural processes providing 50% more effective
communications and workflow.
. Renegotiated existing vendor contracts resulting in a 20% across-the-
board cost savings for consumables.
. Chaired national task force responsible for discovery, testing and
implementation of graphics & design standards, best practices and
equipment.
Serta Incorporated
Director of Marketing / Creative Services
Sept. '98 - Nov. '01
Hired as the Director of Marketing Services, my role was to oversee
relational marketing and branding opportunities enterprise-wide. From co-
branding with retailers to developing the marketing plan and rollout
methodology for new lines, I developed and controlled the brand image.
Within 1 year I took over all strategic creative, expanding my role from
strictly business-to-business to include the business-to-consumer
communications as well. Worked on the award-winning Counting Sheep
advertising campaign as well as the branding of Serta's luxury subsidiary,
Masterpiece Mattresses; heralded as one of the most successful brand
launches in mattress history. Managed internal and external creative
resources as well as strategic, production and vendor relations.
Notables:
. Worked on national Counting Sheep campaign (broadcast, print, Web,
etc.) that increased unaided brand awareness 53% in first 6 months.
. Successfully re-branded, redesigned and marketed corporate Web site
increasing traffic from 80M hits/mo to 12MM hits/mo.
. Researched and hired battery of new vendors / re-negotiated existing
contracts cutting production expenses by 50%.
Wal-Mart Stores, Inc.
Group Creative Director
Sept. '95 - Sept. '98
Managed the internal creative department responsible for design and
production of print advertising and collateral materials for all divisions
of Wal-Mart. This included circulars, catalogs, brochures, POP, national
magazine advertising, outdoor, direct-mail, identity, etc. Managed and
produced over 500 jobs annually. Saved the company over $500,000 annually
by bringing outsourced work back into creative services department.
Notables:
. Cut controllable expenditures by 50% with development and
introduction of new quality assurance measures.
. Pitched and successfully brought in new business groups - saving
over $1.5 million during my tenure.
. Increased productivity by 120% with same staff by streamlining
procedures.
Montgomery Ward & Co., Inc.
Copywriter / Designer
Dec. '91 - Sept. '95
Writer and designer of advertising and marketing collateral material
including circular, catalog, in-store signage, hang tags, etc. Worked on
hundreds of projects across all departments (apparel, electronics, home
goods, automotive, etc.)
Notables:
. Designed entire branding line for proprietary fashion line.
. 3 promotions in less than 4 years.
WHY:
Bachelor of Arts Degree: English
Western Illinois University
Dec. '91