Manager Marketing
Resume:
PATRICK T. NIEHOFF
Fort Mitchell, KY 41017
cell: 859-***-**** ********@********.***
PROFILE
Results oriented media and marketing leader with strong multi-unit retail,
financial services, QSR and automotive experience. Strong focus on driving
traffic and sales via retail and digital channels. Multi-faceted manager
with both corporate/agency experience and digital/traditional background.
Uses data and consumer centric focus to guide strategy and decisions, but
relies on experience to make decisions.
CORE STRENGTHS
( Integrated Marketing ( Media Management (
Leadership
( Digital/Traditional Media ( Data Utilization/Insight (
Team Building
( Relationship Management ( Agency Management ( Budget
Management
PROFESSIONAL EXPERIENCE
Direct Options 2009 - Present
Account Manager
Develop, plan, execute and measure energy conservation programs for
electric utilities. Key clients include Progress Energy (Florida and North
Carolina), Oklahoma Gas & Electric, Minnesota Power.
. Account Management
> Client relationship management
> Direct marketing via traditional mail and digital channels
Focus/FGW 2008 - 2009
VP/Media & Interactive
Responsible for integration of digital and traditional media planning and
buying for all agency clients. Account Director for Group Health
Cooperative (Seattle, WA) and the Cincinnati Zoo.
. Media Management
> Led staff of 4 marketing/media professionals
> Significantly upgraded agency digital media capability
> Integrated digital and traditional efforts for maximum impact
> Decreased broadcast CPP for 2 major clients by 15% over prior year while
upgrading daypart mix
( Led Group Healthcare Cooperative to best year ever in Individual &
Family business line sales
( Led Cincinnati Zoo to attainment of annual attendance goal for 2008
Chappelle Ciafardini Advertising Associates 2007 - 2008
VP/Planning and New Media
Responsible for digital and grassroots marketing activities at Tier 2 level
for Toyota's Cincinnati Region (4 states/118 dealers) and Western
Washington Toyota Dealer Association (19 dealers).
. Developed and implemented first-ever digital advertising program for
these two dealer groups
> Multi-tier strategy (search, vertical auto sites, display)
> Encourage and measure engagement with regional web site
> Produced 40% increase in online leads within 6 months.
. Managed grassroots marketing activities in concert with Toyota
Regional office.
> Negotiated contracts and floor space requirements
> Coordinated vehicle delivery & set-up
> Participated in Auto Shows, Home Shows, Boat Shows, Entertainment events
CNG Financial 1996 - 2006
VP/Marketing
Led and managed all marketing and advertising activities for 1,320 Check 'n
Go cash advance stores in 145 markets, as well as online business. Led
strategic planning, development and implementation of all Check 'n Go
marketing. Managed one general-market and one Hispanic ad agency.
. Drove growth via consistent, aggressive multi-channel marketing campaigns
that emphasized quality and stability in an industry characterized by
negative images. Key metrics include:
> Number of stores increased from 45 in October 1996 to 1,300 in 2005.
> Same store growth in double digits every year.
> Generated over 2 million new customers from October 1996 to 2005.
. Built and managed in-house media buying unit that grew to 10 employees
and $15MM in volume in 145 markets.
. Planned and directed web site evolution from an online brochure and store
finder to an e-commerce site that achieved 300% growth in revenue from
9/04 to 12/05.
. Implemented search program that initially drove phone and walk-in traffic
to stores, and eventually was a key driver in a successful online loan
business.
. Developed, implemented and refined successful CRM marketing programs,
including a customer referral program, inactive customer program, and
customer amnesty program.
KRIENIK ADVERTISING 1990 - 1996
Executive VP/Media Director
Responsible for client relations, media planning/buying and budgets for all
agency clients. Major client was Subway Sandwich Shops. Significant
contributions include:
. Doubled media billings over a 6-year period through new account
acquisition, improving the effectiveness of existing client schedules,
and demonstrating the ROI value of effective media placement.
MEDIA THAT WORKS 1987 - 1990
Account Manager
Company now known as Empower Media Marketing. Responsible for client
relations, media planning, and budgets for the Canadian and Eastern U.S.
Divisions of LensCrafters (90 stores). Planned and negotiated all Network
Cable TV activity for all agency clients.
BON ADVERTISING 1985 - 1987
Senior Media Planner/Buyer
Responsible for media planning/buying and budget management for McDonald's
Restaurant Cooperatives in Louisville, Kentucky and Evansville, Indiana (71
restaurants total).
JERRICO, INC (LONG JOHN SILVER'S) 1984 - 1985
Media Buyer
Responsible for TV and radio buying in 8 markets, and placement of print
advertising for 300 restaurants.
EDUCATION
B.A., Advertising
University of Kentucky (1982)
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