Marketing Management

WILLIAM J. SCHAEFER

** **** ****** ~ Southport, Connecticut 06890

917-***-**** ******@*********.***

SENIOR Response MARKETING EXECUTIVE

Strategic Planning ~ Multi-Channel Marketing ~ Turnarounds

Integrated marketing leader known for building best-in-class marketing

organizations, developing winning strategies, driving market share &

revenue growth, for startups to Fortune 1000 firms. Solid background in

brand building, operations optimization, cost containment and improving

overall profitability. Specialize in media & entertainment, publishing,

catalog and advertising industries. Integrative thought leader, recognized

for the capability to create and articulate strategic and organizational

vision, motivating staff to embrace and effectively execute change

initiatives. Fluent in English and German. Additional expertise in:

? Brand Development ? P&L Control/Budgeting ?

Creative Management

? E-commerce ? CRM ? Social Media

? Acquisition/Retention ? Analytics ? Change Management

PROFILE & ACCOMPLISHMENTS

Priceline.com

Designed brand strategy and built multi-channel e-commerce marketing

enterprise for new business vertical. Hired 60 personnel for five

departments. Grew customer base by 5MM within 8 months.

Gaiam Media

Engaged as interim CEO to integrate new business acquisition, re-brand

business, assess current management and workforce weaknesses and upgrade

deficient areas.

Designed new digital strategies, built 24-month business plan to refocus

business energies and increase enterprise value; identified and

discontinued non-strategic business efforts and streamlined operations.

Reduced cost of goods sold (COGS) by 30%, increased net revenue 40%.

Columbia House Club

Restructured organization, designed and implemented new segmentation

strategies -- increasing sales revenue by $70MM.

Overhauled 135-person Creative Services unit, technology platforms, and

designed new workflow models. Increased productivity over 1000% and lowered

operating costs by $8MM per year.

Wunderman Worldwide Advertising

Designed creative and operation strategies, managed program logistics for

90MM house file.

Built in-house marketing unit for catalog retention programs. Responsible

for $100MM P&L budget, hired all staff, developed new organizational

infrastructure and workflows.

Negotiated vendor contracts, saving $2MM annually and resulting in program

retention rate of 95%.

BMG Direct/ Bertelsmann Entertainment

Designed new catalog brand strategy and built marketing enterprise.

Increased market share by 35% and membership from 2MM to 9MM; turned $2MM

annual service loss into $40MM profit in under 18 months, $65MM the

following year.

Developed segmentation strategy which increased revenue by $16MM.

Reduced catalog cycle time 50% while increasing page count 40%. Raised

marketing productivity over 500%.

Launched BMG Video Club, increasing revenue by $15MM.

WILLIAM J. SCHAEFER Page Two

PROFESSIONAL EXPERIENCE

121 MARKETING, LLC, Southport, CT 1997-Present

President/CEO

Founder of professional services firm devoted to helping clients achieve

business excellence by building best-in-class digital and traditional

marketing enterprises through strategic, analytical and operations

excellence. Broad solutions suite including both above and below-the-line

promotion services.

Performed turnaround and marketing initiatives for Bookspan/Doubleday,

CBS/Viacom Showtime Networks, Columbia House Club, Hanover Direct, and

Gaiam Media.

BMG DIRECT (Division of Bertelsmann AG), New York, NY 1991-1996

Vice President, Creative Services & Business Development

Re-branded music/video club for $2B global media/entertainment company.

Overhauled infrastructure, processes and technology platforms; managed

$20MM budget and hired all

60 personnel.

Co-founded Business Development unit, creating joint venture with MBNA Bank

to co-brand credit card for 18MM combined members, increasing incremental

revenue by $6MM annually.

Additional experience as a Partner/Chief Marketing Officer for S&S

Graphics, and Director of Creative Services for Wunderman Worldwide

Advertising and FCB Advertising.

EDUCATION

NEW ENGLAND COLLEGE, Henniker, NH

Bachelor of Arts in Fine Arts and Philosophy

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