Resume for: Brian K. Risinger

**** ****** **** *****, ************, TN 38017

Phone:704-***-**** Email:abjmsm@r.postjobfree.com

EXPERIENCED STRATEGIC COMMUNICATIONS LEADER

BRAND STRATEGIST/INTEGRATED COMMUNICATIONS SPECIALIST

Brand Strategy - Messaging Platform Development - Advertising

Marketing Research - Positioning Strategy - Public Relations

Public Affairs

Multifaceted, integrated communications professional with broad experience

in marketing, brand strategy, strategic planning, issues management,

advertising, collateral development, interactive and public relations,

within a variety of industries and product categories. Seasoned in

executing in-depth market analysis, marketing strategy, core brand

positioning, message development and creative strategy. Skilled in group

dynamics, relationship management, new product launches and project

management. Category experience includes consumer packaging,

telecommunications, food service, healthcare, higher education, energy,

economic development and legislative affairs.

Corporate Branding - Strategic Planning - Quantitative/Qualitative Analysis

- Integrated Communications - Field Marketing - Positioning Strategy -

Project Management - New Product Introductions - Media Relations - Issues

Management - Creative Strategy - Public Relations Strategy - Creative

Testing - Employee Communications - White Paper Development - Channel

Marketing - Competitive Research - Digital Communications - Event

Management - Direct Marketing - Web Site Creation - Social Media -

Organizational Communications - Executive Communications - Speech Writing -

Online Marketing

Professional Experience:

ALSAC/St. Jude Children's Research Hospital: Memphis, TN: Present

Not-for-profit children's hospital specializing in the research and

treatment of pediatric and childhood cancer.

Director-Communications:

Leadership and management of communications and project management teams

supporting the marketing and fundraising efforts of St. Jude. Provide

strategic oversight and direction, brand strategy, project management and

operational leadership of the department. Assist in the development of

internally and externally facing initiatives across the entire

organization.

Key Accomplishments:

? Creation of department professional development program which added

to individual and team intellectual capital and core competencies.

? Conducted personnel capacity study resulting in reorganization of the

department, account reassignments and revision of work processes to

improve productivity and responsiveness to client needs.

? Developed corporate guidelines for brand management, corporate

identity and third-party relationships, as well as a comprehensive

case statement to support expansion of operations internationally.

? Managed multiple, integrated communications programs involving social

media, web site development, public relations, collateral development

and advertising.

? Developed an integrated communications plan and supervised tactical

execution for the organization's largest event.

Luguire George Andrews (LGA): Charlotte, NC: 18 months

26-year old integrated marketing communications firm specializing in

financial services, building products, healthcare marketing, automotive,

economic development and higher education.

SVP of Client Services/Account Director/Brand Strategist:

Leadership and management of marketing services department. Function as

member of the executive management team conducting long-range strategic

planning, financial and operational analysis for the organization. Develop

marketing communications strategy for a broad base of clients, overseeing

ad campaign development, marketing research projects, public relations

programs and competitive analysis.

Key Accomplishments:

? Successful brand development and account planning efforts for 5 key

accounts resulting in new brand promise identification, brand identity

standards and key message development.

? Led the re-branding and repositioning effort of a national child

safety products company, resulting in the re-establishment of market

leadership position and a 30% increase in sales. Project included

design of quantitative and qualitative market research methodology,

benefits and creative testing, point-of-sale, theme-line and graphic

identity development.

? Managed brand creation and marketing communications project for a

major university. Project involved extensive internal and external

marketing research, internal communications, as well as coalition and

consensus building among faculty, staff and administration. Plan

involved production and placement of national media leading to a

significant increase in awareness and perception.

? Led the development of a comprehensive advertising and marketing

campaign aimed at building brand loyalty among national distributor

network. Program supported the introduction of a portfolio of products

and services designed to offset pricing pressure.

? Developed company-wide internal communications initiative for

national distributor, which included creation of a vision statement

and tactics for employee retention and corporate recognition programs.

Chernoff-Newman - Columbia, SC: 18 years

Market leading advertising and public relations firm specializing in

telecommunications, new technology, food packaging, economic development,

legislative strategy and healthcare.

SVP of Client Services/Senior Brand Strategist:

Responsible for management of integrated marketing services department,

which includes account service, creative and public relations. Function

as lead brand strategist for the agency, advise on marketing communications

planning for clients and develop strategic plans for key agency accounts.

Key Accomplishments:

? Led the successful re-branding effort for a statewide public

television and public radio network, which resulted in a 30% increase

in brand awareness. Project involved development of new brand

architecture and nomenclature system.

? Managed the national launch of a new construction product resulting

in a 30% increase in sales. The roll-out involved national media

relations, web site design, white paper development, trade show

management, the development of collateral materials, usage DVD's and

interactive direct mail program.

? Orchestrated the branding, marketing and advertising efforts for the

most successful launch of a state lottery in the United States. Launch

involved significant public relations programs, retail point of

purchase, television and radio production, sponsorship negotiation and

game development. First year sales totaled $800 million.

VP Client Services/Account Supervisor/Project Manager:

Day-to-day management of key agency accounts, function as part of agency

senior management team involved in decisions related to corporate culture,

business development and long-range strategic planning. Introduced the

concept of branding and integrated communications to the agency and was

responsible for establishing the branding process and training of agency

staff. Managed the agency's largest account for over 10 years.

Key Accomplishments:

? Active participation in management and conversion of agency

organizational structure from department oriented to account team

oriented.

? Developed and managed marketing communications and branding efforts

for start-up technology company, which involved category creation,

product naming, process naming, marketing strategy, product

positioning, advertising, trade show management and public relations-

resulting in successful sale of company.

? Assisted in growth of agency over twelve years from a staff of 15

with $10 million dollars in annualized billings, to a staff of 30 with

$35 million in annualized billings.

? Managed multiple new product launches over a ten year period for

industry leading food packaging company. Launches involved creation of

new categories as part of the marketing effort. Company achieved

market share of 70% in majority of product categories.

Client Experience:

Sonoco

McDonald's

W.R. Grace & Company

Pirelli Optical Systems

Pirelli Cables & Systems

Cisco Systems

Digital Optics Corporation

Avanex

South Carolina Education Lottery

South Carolina Electric & Gas

Santee Cooper Power

Piedmont Natural Gas

Pirelli Power Systems

Chem-Nuclear Systems

The University of South Carolina

Prudential Real Estate

North Carolina State University

Novant Health

Presbyterian Healthcare

S.C. Medical Association

Providence Hospital

Time Warner Cable

Britax USA Child Safety

Babson Capital Management

Linpac Plastics

American Tire Distributors

BellSouth

S.C. Educational Television

S.C. Dept. of Commerce

Riegel Textiles

Conita Technologies

ATC Panels

S.C. Tort Reform

Category Experience:

QSR

Gaming

Financial Services

Energy/Utilities

Packaging

Healthcare

Manufacturing

Technology/Telecommunications

Foodservice

Higher Education

Economic Development

Insurance

Education: B.S. in Marketing, University of South Carolina

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