Sales Marketing

Keith Spondike

**** ********** - ****** ****** ****, MI 48230 - 313-***-**** -

*********@*****.***

SUMMARY

Marketing Executive with a strong track record in brand growth delivering

increased revenue and profits for several globally recognized brands.

Highly skilled in creating marketing strategy that drives to an emotional

level, translates to effective branding communications and connects to the

needs of the target market. Success leveraging today's holistic on-line

and off-line marketing tools to deliver ROI.

Areas of Expertise Value

Proposition

Marketing Strategy: Member of the turnaround team that

reinvented the iconic Cadillac brand. New marketing

strategy resulted in a 36% increase in sales which

moved the brand from number five sales position to

number three.

Brand Communications: Developed integrated brand

communication plan for a Fortune 500 brand that

resulted in the highest brand awareness at 78% in the

category.

Agency Management: 10+ years of agency management with

a number of national advertising and PR agencies.

Improved efficiencies that resulted in a 10% decrease

in agency expenses.

Global Experience: Created global marketing campaigns

that built brand awareness and increased sales in Japan

10%, Middle East 15% and Latin America by 12%.

Financial Results: Increased top line revenue for

Fortune 500 brand by $2.5 billion and recently $140

million for pre-IPO global brand.

Marketing Strategy

Brand Positioning

Consumer Insights

Advertising Development

Agency Management

Promotions

Interactive/On-line

CRM

Public Relations

Product Launch

Product Planning - LCM

Market Segmentation

Pricing Strategy

Distribution Strategy

Process Improvement

EXPERIENCE

GENESIS FLUID SOLUTIONS, Denver, CO

2010 - Present

Marketing Consultant

Retained by the board of this small cap publicly traded environmental

technology company to assist the CEO in developing a marketing and branding

strategy. Responsible for the marketing plan, branding, product marketing,

interactive, promotions and customer experience.

. Developed a go-to-market strategy and created the company's first

customer segmentation, brand identity, brand positioning and architecture

. In process developing new creative platform for new website and marketing

collateral to support sales initiative

ECLIPSE AVIATION CORPORATION, Albuquerque, NM

2008 - 2009

Director of Global Marketing & Communications

Recruited to this $750 million general aviation jet manufacturing company

reporting to the President. Responsible for marketing strategy, agency

management, media planning, sponsorships, consumer promotions, consumer

insights, PR/communications, interactive, budgeting and competitive

intelligence. Directed a team of 12 employees including performance

reviews, career development and succession planning.

. Developed the company's first customer segmentation, brand positioning,

architecture and marketing plan

. Directed new creative development for launch of the EA400 jet campaign

which resulted in over 100 initial deposits and orders valued at $165

million

. Created new customer experience metrics tracking that lead to

improvements in customer delivery process and improved customer

satisfaction by 15%

GENERAL MOTORS CORPORATION, DIVISIONS and AFFILIATES, Detroit, MI

1992 - 2008

DETROIT COACHWORKS

A General Motors Affiliate Company & Cadillac Master Coachbuilder

Director of Marketing & Communications (2006-2008)

Member of the senior management team for a start-up luxury specialty

vehicle manufacturing company. Responsible for all marketing and

communications activities including strategy, marketing plan development,

promotions, interactive, pricing, sales forecasting, product life-cycle

management and public relations.

. Developed new marketing launch plan with volume of 3,500 units and top

line revenue growth of $157 million

. Launched new product which led to initial production volume of 140 units,

worth $5.8 million, being sold out

. Created dealer franchise training program to improve customer experience

through retail sales channel

CADILLAC DIVISION

Senior Global Marketing Manager (2002-2006)

Recruited to GM's $10 billion premier luxury brand to be a member of the

leadership team charged with reinventing the Cadillac brand. Responsible

for target market definition, voice-of-consumer research, brand

positioning, advertising development, promotions strategy, pricing and

distribution strategy. Directed national and retail marketing campaigns

with 1,500 franchise dealer network and wholesale national sales team. P/L

responsibility for $6 billion line of business.

. Member of the leadership team that developed the new marketing strategy

for Cadillac and moved the brand from the number five sales position to

number three increasing sales by 36%

. Executed Cadillac's "Break Through" advertising campaign that signed Led

Zeppelin and resulted in the highest brand awareness, 78%, of any luxury

automotive brand

. Developed media and influencer outreach programs to build awareness and

change brand opinion with an increase of 20% in positive coverage

GMC TRUCK DIVISION

Brand Strategy Manager (2000-2002)

Brand strategist for GM's $18 billion premium truck brand responsible for

strategic marketing, brand positioning and architecture. Also led the new

product development activities for new entries, line-extensions and

accessories.

. Positioned GMC as the "Professional Grade" truck brand that led to a 5%

increase in sales or 26,000 units

. Developed brand strategy to extend the Denali premium brand to other

products which lead to an increase in sales of 15% and delivered $15

million in net profits

GM CORPORATE MARKETING

Sr. Staff Marketing Manager to the Office of the V.P. of Marketing (1999-

2000)

"Chief-of-Staff" for the group vice president of marketing & sales

responsible for developing priority for key issues regarding marketing plan

and growth initiatives. Also led GM's change management program for the

marketing & sales organization.

. Developed and implemented a marketing planning process which set targets

and tracked all key marketing initiatives that led to GM's market share

stabilizing at 28%

. Launched GE's "Work-out" process improvement initiative, called "GoFast"

at GM, and managed a team of thirty-five coaches resulting in over 200

process improvements

GM INTERNATIONAL DIVISION

International Marketing Manager (1997-1999)

Executed target market analysis, brand planning, pricing, advertising

strategy and conducted product research in Israel, Dubai, Japan, Indonesia

and Singapore for GM's $2 billion international marketing & sales division

responsible for marketing the Chevrolet brand in global markets.

. Managed the marketing launch of the new Chevrolet S10 pickup that

resulted in a 8% increase in sales that generated $7 million in

incremental profit

. Instituted new brand planning process based on P&G's CPG brand management

methodology

GM FINANCE GROUP

Finance Analyst (1991-1997) - Assignments in accounts payable, budget &

forecast and product pricing.

EDUCATION

MBA - Marketing Wayne State University Detroit, Michigan

1994

B.S. - Finance Oakland University

Rochester, Michigan 1991

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