Sales Marketing

RICHARD ZETLIN

** ***** **** **** ~ Framingham, MA 01701 ~ 508-***-**** ~

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SENIOR ACCOUNT EXECUTIVE

Accomplished, results driven marketing professional offering successful

experience driving market share, brand recognition, and revenue

improvements. Recognized as a strategic and tactical implementer of

measurable marketing plans that favorably impact revenue growth and

delivering results that exceed expectations. Characterized as a hands-on

manager when necessary, creative thinker and problem solver with a unique

combination of business, budgetary and marketing expertise marked by

explosive business development growth, successful new market launches and

innovative acquisition and retention strategies.

Professional strengths and abilities include:

Strategic & Tactical Planning

Social Media

Competitive / Trend Analysis

Campaign Management

Partnership Marketing

Brand Management

Lead Generation

Client Acquisition

Business Development

E-Marketing

Media Planning & Buying

Manage Financial Performance

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PROFESSIONAL EXPERIENCE:

The Motorsport Lab, Inc., Needham, MA

2010-Present

A start-up experiential marketing agency dedicated to creating purposeful

interactions and engagements through the use of exotic sports cars as a

rolling media platform.

Managing Director

Develop and execute unique, inspirational and interactive programs that

make promoting business fun and exciting. Utilizing exotic super cars like

the Ferrari 360, these vehicles are centered on all campaigns to create

enthusiastic and responsive experiences that win brand loyalty, generate

sales and engage clients and prospects.

Key Achievements:

. Develop integrated marketing programs through the use of exotic

automobiles

. Initiate driving programs for clients to motivate associates, business

partners and vendors

. Create unique consumer interaction and prospect engagement

opportunities for loyalty, branding and sampling campaigns through the

use of rare and exotic mobile billboards

. Continually promote the business through the use of social media

platforms- Facebook, Twitter and YouTube

Foolproof Marketing Strategies; Framingham, MA

2006-Present

Independent agency and consulting practice providing sales and marketing

guidance to small companies.

Managing Director

Direct the marketing, sales and business development strategy, tactics and

execution by providing management, marketing, customer service and contact

strategies for small company clients typically with annual revenue of less

than $100M. Spearhead the project management, research, sales/expense

planning and reporting. Develop and maintain the marketing and sales

budgets. Provide hands-on execution where needed, manage staffs ranging

from one to seven when necessary and outsource personnel where appropriate

to provide telemarketing support, enhance website, execute direct marketing

campaigns, search engine marketing campaigns. Identify and evaluate

marketing and sales opportunities while establishing and/or maintaining

brand standards.

Key Achievements:

. Re-engineered client company's entry into search engine marketing by

incorporating site optimization, pay-per-click promotions and e-mail

communication strategies

. Increased sales lead to close ratio by 30% by launching a CRM system

to develop lead prioritization, lead generation and pipeline

development procedures to direct new business

Richard Zetlin

Page 2

Professional Experience Continued...

. Delivered an increase in customer retention of 500 basis points,

outperforming district, regional and national averages by

incorporating grassroots marketing and customer satisfaction efforts

. Accelerated growth by 11% by formulating strategic marketing plans,

creating a sales strategy and identifying new target segments to

prospect

. Reduced marketing expenditures by $750,000 by auditing and improving

media buys

. Maximized marketing ROI by executing strategic development, media

planning, creative and production processes to capitalize on each

marketing dollar spent

. Produced a 7% increase year over year by identifying and mining

organic growth opportunities by communicating with past and present

clients and prospects and asking for referrals

. Generated 100% increase in sales leads by researching and

establishing lists of target businesses and internal contacts for

acquisition initiatives resulting in an immediate 5% quarterly

increase

BJ's Wholesale Club, Inc., Natick, MA

Assistant Vice President, Manager of Marketing Business

2000-2006

Hired, coached and mentored a professional staff of marketing

professionals. Directly responsible for developing strategic marketing

plans and implementing marketing communications in the forms of customer

acquisition, retention, awareness, branding, loyalty and new market launch

programs through multi-media advertising and sales channels. Managed and

provided direction to external vendors and agency partners. Managed $50M

budget and associated P&L's to develop and execute corporate initiatives.

Key Achievements:

. Consistently outperformed sales plans by developing successful

strategies and leading launch plans for over 60 new locations and 5

new markets

. Contributed to 12% sales increase by implementing high impact

marketing programs which increased traffic and built awareness through

online and offline channels

. Achieved an 18% savings in expenses by negotiating supplier and

advertising contracts

. Increased marketing ROI 11% by contributing to CRM strategies and

determining unique messaging by customer segments and developing multi-

channel communication programs for each

BJ's Wholesale Club, Inc., Natick, MA

Manager of Marketing Business

1997 - 2000

Key Achievements:

. Produced a 5% 4Th quarter sales increase by identifying and producing

an exclusive partner direct marketing program with a major vendor

. Delivered a 7% increase in membership leading to a 6% increase in

sales through the development and introduction of new customer

acquisition strategies

. Improved customer retention 5% by introducing a new communications

vendor, streamlining mail & email procedures and pioneering unique and

personalized messaging

. Contributor to a brand standards manual that ensured consistent look

amongst all materials and marketing collateral used across every

channel, regardless of vendor or production facility

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TECHNICAL SKILLS

Microsoft Excel, Word, PowerPoint, Access, Outlook, QuickBooks,

Salesforce.com

EDUCATION & AFFILIATIONS

Bachelor of Business Administration, Finance Major; University of

Massachusetts/Amherst

Entrepreneurship/Ecommerce/Digital/Social Media, Prosper Learning Center,

Provo, UT 2008-2009

Certified in web development, Search Engine Optimization and online

marketing

Member - American Marketing Association/Boston; New England Direct

Marketing Association; Business Network International; Society of Industry

Leaders; Society of Professional Consultants

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