Sales Marketing
Resume:
JIM CANESTRARI
Memphis, Tennessee 38120
Home: 901-***-**** Cell: 901-***-****
E-Mail: ***@**********.***
SUMMARY
Accomplished in providing creative direction in marketing communications, brand, image and personnel
management. Proven project and organizational leadership skills with the unique advantage of experience
in both creative judgment and sound business principles. Proficient in guiding strategic focus and
execution of communication programs utilizing conventional and emerging media technologies.
EXPERIENCE
2008-present Marketing Consultant • iDEX Creative Marketing Memphis, TN
Development of strategic marketing initiatives for agency’s client base, including integrated marketing
campaigns, collateral development, event planning, advertising and sales outreach that supports client’s
business objectives.
• Created updated page and cover designs of product catalogs for Smith+Nephew Orthopaedics Group
currently in use. When mockups were presented to the senior management, the format quickly became
the established standard for their catalog documentation.
• Researched and produced vertical market collateral of industrial segments for T&B, including direct mail,
advertising and website design. Brochure for initial campaign of products for wind power was featured in
a Jim Kramer segment of CNBC’s “Mad Money,” followed by a significant spike in the company’s share
price. Also became the lead materials for sales training in 2009.
• Provided consultation for national sales training meetings to both Electrical and Utility Divisions at T&B
including guidance to senior staff in communication approaches, delivery techniques and visual harmony
in presentation files. Noted by several on staff as “raising the bar for the whole company” at 2007 and
2008 meetings.
2006-2007 Consultant • Canestrari Design Memphis, TN
Independent research, design and production management of marketing communications activities for
client base including A S Hospitality, Choice Hotels, Memphis Theological Seminary, Jamieson Distillery, J P
Enterprises, Thomas & Betts Corporation and IDEX Creative. Awarded an ADDY for a vertical marketing
program developed for a major client of iDEX Creative in 2007.
1992-2006 Manager, Marketing Communications • Thomas & Betts Corporation, Electrical
Division Memphis, TN
Developed and implemented communications strategies for division’s product lines, provided tactical
leadership in execution of product launches, campaigns and sales tools support. Held full responsibility for
publishing and distribution of product catalogs and support collateral. Planned and produced materials for
channel marketing programs; managed marketing promotions with emphasis on spotlighting specific
product and distribution channels. Created and implemented advertising and sales training materials for
new product introductions. Controlled total project cost management and budget reporting. Led teams in
production of materials for use in trade shows, exhibits, AV presentations, training, direct mail and special
promotion and incentive programs. Provided consultative technical leadership throughout enterprise in
multi-media projects and Internet development and in preparation of the annual report to shareholders.
Certified as Six Sigma Green Belt, served as SME in high-visibility corporate projects including refining
successful new product launches to market.
Special projects:
• Organized and led the successful marketing launch of Ty-Duct, one of the largest new product lines in
over a decade. Award-winning launch earned substantial revenue in a high-margin product offering.
• Developed comprehensive template for sales resources used in customer training, providing
professional-looking collateral, presentations, and talking points for sales staff. Award-winning
presentation kit resulted in tripling the amount of sales meetings held annually.
• Produced successful marketing campaign for largest national account to differentiate higher margin
products and other similar offerings. The creative promotion was considered the most effective work at
positioning the products’ unique features and became an international standard for representing the
price distinction of cable ties.
• Responsible as division liaison to outside advertising agency, manage all editorial content and campaign
effectiveness of advertising program in trade and regional journals. Also piloted search for new agency
and established procedures for review and confirmation.• Served as leader to address concerns about
data delivery to large customers and internet-based distribution channels, resulting in creation of
proprietary database. Spearheaded development and introduction of entire electrical products catalog of
over 20,000 items in database form through Internet delivery, and continue to update and improve
effectiveness of system.
• Developed intranet-based sales and marketing center, with complete marketing tools available for all
customer service, technical services, sales and marketing staff. Deployed in CD-ROM format to outside
sales, resulted in largest distribution of available marketing materials at lowest cost.
• Developed and distributed first CD-ROM catalog in the electrical industry and subsequent editions.
Demonstrated software in national trade shows and for trade press.
• Designed and developed major new catalog strategy for company-wide use, planned and implemented
graphics standards used in all catalog and related marketing publications. Led corporate team for
publications and established standards for image/text storage and retrieval.
HONORS / AFFILIATIONS
• Awarded TED’s 2006 “Best of the Best” (first place) for New Product Launch (industry-leading marketing
competition) and Sales Application Training materials in Literature/Selling Tools category; 2003 “Best of
the Best” (first place) for Direct Mail in product launch of new cable ties.
• Awarded NAED’s 1995 “Best of Show” for integrated Fax-On-Demand system and CD-ROM catalog
deployment.
• Awarded SD Warren’s 1988 Certificate of Excellence award for catalog and institutional materials for
University of Tennessee, Memphis.
• AIGA member, Memphis chapter. Dale Carnegie “Effective Communications & Human Relations”
graduate.
EDUCATION
1979 to 1982 University of Memphis, Memphis, TN • BFA, Graphic Design
1987 to 1990 Memphis College of Art, Memphis, TN • Adjunct Faculty, developed coursework
and instructed desktop publishing
References and portfolio are available upon request.
Contact this candidate