Sales Marketing
Resume:
Michael Ladd
Bloomfield Hills, MI 48302
Greetings,
My name is Michael Ladd; I noticed your ad seeking an experienced marketing
communications professional, I believe that my credential make me a
qualified candidate.
I have extensive experience working in both worlds; traditional and new
technology marketing communications. Over the years, I've produced and
directed film and video, managed multi-media shows and events, planned and
executed branding and advertising campaigns and developed numerous new
business opportunities.
I've been an entrepreneur and business owner for over 20 years. I've
managed large teams on video shoots to a staff of 25 in the agency
environment. I've also worked as an extension to the marketing departments
of many companies in many industries - building products, finance and
insurance, transportation and logistics, the professional services industry
and automotive supply. My areas of specialty include; the planning and
management of branding and brand communications, integrated marketing
communications, traditional and new media advertising, multimedia and
events.
Please find a little bit more about me in the attached overview. I look
forward to an opportunity to discuss how I can put my strengths to work for
you.
Best regards,
Michael Ladd
OBJECTIVE
Seeking an opportunity where creativity can be applied to all aspects of
business; planning, development and execution.
CAPABILITIES
Marketing communications specialist - able to recognize and understand the
needs, wants and values of a target audience
Business development communicator - when you connect with people, you
connect all facets of a plan moving forward
Management team leadership - as a leader, provide direction to a staff and
solutions to a customer
EXPERIENCE
Partner /President - Smith-Winchester, Inc. - 1999 to 2009
As President, I supervised the Account Management and New Business
Development teams
Partner/COO/CD - Weaver, Ladd, Harries, McGowan - 1994 - 1999
Creative Director - worked for clients in various industries; building
products, ABTco, Stanley Doors; financial services, National Bank of
Detroit, Woodward Asset Management; beverage, The Stroh Brewery Company,
Hiram Walker; and automotive supply, American Axle
Principal/Owner - Ladd Productions - 1984 - 1994
Produced and directed multi-media shows, events and video for education and
motivation; UAW-Ford, UAW-Chrysler, UAW-GM and for product launches; The
Stroh Brewery, National Bank of Detroit
Partner - Xenoworks Design Studio - 1978 -1984
Account supervisor for clients; The Stroh Brewery Company, Chrysler
Corporation, the Taubman Company
EDUCATION
University of Detroit - 1971 - 1973
Studied in the School of Architecture
Arts & Crafts - now College for Creative Studies - 1974 - 1978
Studied in the School of Advertising Design and Fine Arts
PERSONAL
I have been blessed with three wonderful children, all of whom have
discovered their own creative inspiration and are now putting their skills
and talent to very good use.
Once an avid backpacker, my goal was to hike in all 50 national parks; I've
hiked in the Great Smokey Mountains, Glacier, the Grand Canyon, Rocky
Mountain and Redwood.
Today, with my wife riding with me, I'm continuing my goal by riding on the
back of an iron horse.
So far, we've motored my 2004 Harley Davidson Ultra Classic through the
Grand Tetons, Yellowstone and Wind Cave. Having your wife along for the
ride just makes life all that more enjoyable.
Michael Ladd
ADDENDUM - STRATEGIC PLANNING EXAMPLES
ABTCO Building Products
Once part of Abitibi-Consolidated, Inc., formed in May 1997 by a merger of
Abitibi-Price, Inc. and Stone-Consolidated Corporation, ABTco set off on
its own to gain leadership in the residential, interior trim business,
manufacturing extruded moulding, a shaped ornamental edging made from a
combination of composite materials.
The marketing objective set forth was to become the category leader in non-
wood based, interior trim. The product became the superior brand of
choice; its quality was unique and unmatchable. Heavy exposure at regional
and national trade shows helped to build a loyal following of distributors
and builders.
Marketing Tools:
. Integrated product branding program
. Product identity
. Packaging
. Trade show exposure
. In-store merchandising
. Trade advertising
Positioning:
ABTCO
A Building Products Company
Stanley Doors
A division of Stanley Works, Stanley Doors set out to dominate the
residential entryway door market with a portfolio of top quality, leaded
glass doors. The leaded glass designs far exceeded the look and style of
the competition, and the overall quality, craftsmanship and manufacturing
was comparable to that of Stanley's top competitors.
The marketing objective was to increase market share by demonstrating head
to head superiority against the competition; in styling and design,
manufacturing excellence and competitive pricing. With sales increasing,
distribution expanded nationally and into Canada.
Marketing Tools:
. First ever, full-line sales catalog
. In-store merchandising program
. Trade and consumer advertising initiative
Positioning:
Stanley Doors
Helps You Do Things Right
New Dimensions in Glass Design
Biewer Lumber
A family owned business for over 45 years supplying lumber products to both
the commercial and residential, Midwest building products industry. True
believers in being good custodians of the land they forest, the Biewer
family remains committed to the environment and sound forest practices.
Their primary 2005 marketing goal included, but was not limited to, the re-
launch of a new composite decking material - Monarch Composite Deck &
Railing Systems. As the pioneer of an exclusive process of adding color
streaking and texture to both sides of each board to obtain subtle and
attractive variations of wood grain, Monarch has set the standard for the
best composite products on the market.
Marketing multiple category sub-brands required a keen understanding of
regional life styles and market trends. Key messages and imagery were
developed for each category brand providing a unique experience by product,
by brand.
Marketing Tools:
. Full-line sales and marketing catalog
. New, product focused web site
. Contractor incentive program
. In-store, special order program
Positioning:
Biewer Lumber
Select Cut / Monarch / Dricon / EverGuard
GMAC Insurance
Already a profitable division of GMAC Financial Services, the Dealer
Products & Services unit (DP&S) of GMAC Insurance wanted to gain additional
market visibility to increase exposure to auto dealers beyond
their GM core.
The Goal was to increase awareness of GMAC Insurance products and services
and to help bolster dealerships revenue stream, increase employee
retention, and increase customer satisfaction and loyalty.
With majority ownership by a private venture capital group, building new
business and increasing profits was a goal that was already behind
schedule. A new advertising campaign was critically important.
Marketing Tools:
. Trade advertising
. Online consumer advertising
. Increased trade show visibility
. Internal brand champion campaign
. Updated dealer sales literature and pricing guides
Positioning:
GMAC Insurance
F&I Growth I Risk Management I Business Development
Yazaki North America
Once recognized as the leading supplier of automotive wire harnesses, in
1999 Yazaki recognized the need to reposition itself in the new and growing
world of technology-based component suppliers.
The marketing goal was to step the company into the future in a big and
meaningful way; to be viewed as a supplier partner that understood the
demands of a dramatically changing automotive landscape. Having developed
new products and systems to meet those demanding needs, the time had come
to define and deliver a re-engineered value proposition that would resonate
with OMEs around the world.
Creating a high degree of attraction was another important HR goal.
Recruitment is critical to a growing enterprise.
Marketing Tools:
. Re-branding and re-positioning initiative
. Trade advertising campaign
. New web site development
. Increased and enhanced trade show visibility
. Event sponsorship
Positioning:
Yazaki
All Systems Go!
Vehicle Power and Data Solutions
Con-way Transportation
After many years of growth as one of the leading asset-based transportation
services providers, Con-way wanted to re-brand itself as a global,
integrated resource for their highly-valued freight, logistics and
warehousing customers.
With multiple sub-branded services, all carrying different company names,
color schemes and type fonts, the challenge was to re-package the full
product offering under one, simplified master brand.
Looking to the leading competitors for benchmarking standards, the task of
brand simplification had a well defined path, the task of battling internal
and field politics on the other hand, was a major challenge.
Marketing Tools:
. In-depth market research
. Detailed analysis aligning service offerings to customer needs
. Graphics standards manual
. Trade advertising program
. Corporate positioning initiative
. Customer communications initiative
Positioning:
Con-way
Business Advantage: Delivered
American Axle & Manufacturing
After GM's Gear and Axle Division was sold off in 1994, the newly
established AAM (American Axle & Manufacturing) wanted to claim its'
position in the market as a leading Tier One supplier of driveline systems
and chassis suspension modules.
Led by Dick Dauch, the manufacturing guru under Lee Iacocca's command at
Chrysler, Dauch knew what it would take to establish AAM as a modern-day
supplier devoid of antiquated automotive processes and broken down plants
and equipment.
Everything at AAM required a new look and a new attitude. Under the Dauch
leadership, old contracts were re-negotiated and new ones established with
new customers.
Marketing Tools:
. Branding initiative
. Trade advertising
. New trade show representation
. Sales literature
. New web site development
. Aftermarket initiative
Positioning:
AAM
Delivering. Power.
ADDENDUM - ADVERTISING PLANNING EXAMPLES
Con-way Transportation
When Con-way's new branding exercise was completed, it was time to deliver
the new brand to its customers. A concerted effort was put forth to
develop key messages rooted in extensive research then, woven into a
freshly formatted advertising platform. The campaign recognized each
business unit in copy, but maintained a visual integrity loyal to Con-way's
new branding standards.
To level the playing field against the competition, the new ad campaign
kept pace with the competitors in reach and frequency of message, but
surpassed all else in readership studies.
Ultimately, the branding challenge that stymied Con-way in its early
attempt to gain superiority in the growing and fiercely competitive
transportation and logistics industry, now found harmony in within a
brand management system whose foundation became established in a powerful
new advertising campaign.
Positioning:
Con-way Transportation
Business Advantage: Delivered
Marketing Tools:
. Branding initiative
. Trade advertising
. Sales literature
. New web site development
GMAC Insurance - Dealer Products & Services
How do you connect with an audience that suggests that you don't understand
their needs? Directly and honestly. When the Dealer Products and Services
group of GMAC Insurance set out to re-connect
with its dealer audience, they knew that they were already behind the
eight ball. Timing was running late and old messages were worn out.
The challenge was obvious, but the solution needed clarity and a degree of
direct communication. A message that would resonate with automotive
dealers in a way that would truly recognized their plight.
Business had become difficult for most of the automotive industry,
especially the dealer network. And, the reputations of most OEMs were being
questioned. In this market, being a supplier connected back to an OE was
nothing but trouble.
Quickly, develop an ad campaign that connected directly with the audience's
pain points, recognize their most critical needs and deliver honest answers
to their everyday problems. And start, by identifying the
audience on their own turf - the dealership. Messages that resonate,
visuals that take them home and promises that you know you'll keep, there's
no better combination for success in advertising.
Positioning:
GMAC Insurance
F&I Growth I Risk Management I Business Development
Marketing Tools:
. Branding initiative
. Trade advertising
. Online consumer advertising
. New trade show representation
. Sales literature
. New web site development
Contact this candidate