Sales Marketing
Resume:
Evelyn O’Gilvie
Pasadena, CA 91101
Tel: 323-***-****
E xperience :
*/** - */** *** WALT DISNEY COMPANY, CA
D IRECTOR OF BRAND DEVELOPMENT
Responsible for strategic management of the business in North America
representing the most profitable business units within the company ($37B)
reporting to the Vice President and the Chief Financial Officer. Provided
strategic leadership to a cross-functional organization. Managed a
spending budget of $5MM. Assisted in leading the ABC The View Franchise
committee, marketing staff of 3 and total team of 10+. In the three months
under my stewardship; expanded brand segmentation to include customer
relationship managment.
• Spearheaded strategic plans for ABC Ad sales team.
• Provided richer insights into target consumer; brand, lifestyle
segmentation model and entertainment technology study which
provided conceptual stimulus for four new content projects across the
media networks division which resulted increase in ratings.
• Streamlined CRM program and strategy for the media networks
division.
• Implemented and developed research survey targeting 2MM
customers within internal databases.
• Managed strategic alliances with Leiberman an external research
vendor.
3/04 to 3/10 T HE WALT DISNEY COMPANY, CA
D IRECTOR OF CORPORATE MULTICULTURAL MARKETING
Responsible for strategic management of the business in North America
representing the most profitable business units within the company ($37B)
reporting to the Vice President and the Chief Financial Officer. Provided
strategic leadership to a cross-functional organization. Managed a
spending budget of $20MM. Assisted in leading the companywide
Multicultural steering committee, marketing staff of 3 and total team of
50+. In the five years under my stewardship; increased overall market
share by + 15%, increased incremental attendance via multicultural
consumers at both theme parks; Walt Disney World +19% and Disneyland
Resort by +62% and brand affinity among African Americans at 141% and
Hispanics at 115% versus other competitors. Won Ebony Magazine’s
outstanding women in marketing and communications - Corporate
Marketing Award.
• Spearheaded new multicultural strategic plan for Disney consumer
products that identified key franchise opportunities and identified non-
traditional retailers which generated $2.7M in incremental retail sales.
• Pioneered five new studies to provide richer insights into target
consumer; brand equity study, franchise character, study, African
American and Hispanic segmentation model, multicultural viewership
trends report, urban youth report and entertainment technology study
which provided conceptual stimulus for four new content projects
across the media networks division which resulted in +15 % increase
in ratings.
• Streamlined community outreach program by setting strategic
objectives that aligned with overall company wide business strategies,
reallocated and reduced spending by 2%.
• Developed and implemented Hispanic CRM strategy which resulted in
the development of a two prong approach via offline and online
generating $871MM incremental revenue for the company.
• Assisted in the development and launch of new princess content to
generate incremental revenue for the $3.7B franchise.
• Managed strategic alliances with Carol H Williams and Intertrend
advertising agency.
• Served as a liaison between the company and the external Multicultural
marketplace including the; association of national advertisers and the
american advertising federation.
8/01 to 2/04 V ERIZON, NY
D IRECTOR OF MULTICULTURAL MARKETING COMMUNICATION
Promoted within wireline sector and assigned full P&L accountability for $2.5B
of the multicultural wireline retail market U.S.division. Supervised and
managed integrated communication strategies, plans and programs targeting
Hispanic, African American and Asian consumers that support revenue, share
and brand objectives for; long distance, residential, business, corporate.
Provided strategic leadership to a cross functional organization. Supervise a
group of approximately five senior managers. Managed a $50.0MM
advertising budget. Exceeded residential retail sales goals for AA by 204% and
Hispanic 312%.
• Exceeded international long distance retail sales goals for Hispanic by
118% and AA 157%.
• Increased key brand attributes for Verizon among AA’s +10 points and
Hispanics +13 points.
• Assisted Verizon in becoming the most respected brand among AA’s 41%
and Hispanics 54% versus other competitors.
• Manage, direct and lead specialized external agencies and vendor
resources to deliver communications that are on strategy and effective in
the African American and Hispanic marketplace.
• Set objectives; in conjunction with marketing, track call volumes and sales
to determine the effectiveness of each program.
• Manage Verizon’s involvement with key organizations, i.e. American
Advertising Federation and ANA.
• Won several industry awards for current multicultural efforts; AAF Mosaic
Awards, ANA (4444) O’Toole award and the Imagen foundation.
• Implemented various process and procedures to help the MarCom group
operate
more efficiently.
7/99 to 8/01 V ERIZON, NY
SENIOR MANAGER OF MULTICULTURAL MARKETING
COMMUNICATION
Managed multiple projects successfully on leading retail products; long
distance, residential, business, corporate with combined revenue of $2.5B.
Challenged to provide strategic leadership on understanding the African
American consumer market, advertising development, competitive analysis
and media management.
• Supervise and develop the brand communication plan targeting the AA
consumer market.
• Increased brand awareness of Verizon among AA’s by 10%.
• Increased usage of Verizon products and services among AA’s by 22%.
• Increased awareness of Verizon long distance among AA’s by 15%.
• Manage all budgets for plans and programs targeting AA consumers.
• Manage a full service national advertising agency - Burrell
Communications.
• Manage a $20.0MM advertising budget.
9/98 - 7/99 U NIWORLD GROUP, ADVERTISING AGENCY, NY
M ANAGEMENT SUPERVISOR
Clients: Uncle Ben’s, AT&T
• Develop marketing plans, communication strategies, review creative
executions targeting African American/Hispanic consumers for AT&T and
Uncle Ben’s.
• Implemented various systems within the agency to help our account group
operate
more efficiently.
• Increased Uncle Ben’s sales among Hispanic consumers by 15%.
• Increased usage of AT&T products & services among African American
consumers by 30%.
• Increased Uncle Ben’s and AT&T budget by 50%.
• Supervise an account group of approximately 15 people.
• Managed $20.0MM advertising budget.
12/97 - 9/98 U NIWORLD GROUP, ADVERTISING AGENCY, NY
ACCOUNT SUPERVISOR
Clients: Uncle Ben’s, Starla Caldwell Jeans
• Supervise, develop and implement the planning/execution of national
media, advertising strategies, creative, and promotional activities for Uncle
Ben’s Converted Brand Rice and Starla Caldwell Jeans.
• Supervise and assist in the development of a comprehensive national
public relations program for Starla Caldwell jeans.
• Supervise, identify and implement a Hispanic grassroots events program
for Uncle Ben’s in four markets.
• Increased Uncle Ben’s budget by 20%.
• Managed $4.0MM advertising budget.
Syracuse University, Syracuse, New York
E ducation:
Bachelor of Science, Communications
Member of American Advertising Federation Mosaic council and National
I nterests:
Sales Network
Computer Literacy: Microsoft, IBM, APPLE, WordPerfect, Lotus 1-2-3
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