Marketing Sales

Michael P. MacConnell

* ******** **. #* ***********, MA 02129 617-***-**** (

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

Professional Summary

Dynamic and driven senior-level marketing professional with over nine years

experience in Brand, Retail and Sponsorship Marketing. Strengths include

strategic planning, product positioning and relationship management.

Experience

Zone Labs

Danvers, MA

Director - Sales & Marketing

2/2009 - 11/2009

. Created and managed the Performance Related Business unit, a business

unit focused on identifying, promoting and extending Zone Labs

association with elite athletics

. Designed and implemented performance related brand elements including

creating a dedicated product line, effective marketing strategy,

promotional calendar, creative elements and distribution plan

. Lead internal sales team, developed customer acquisition strategies and

managed the entire CRM process

. Implemented creative and brand guidelines for performance related

communication elements, assisted individual markets adaptation of

guidelines and elements

. Developed and managed a roster of influential brand ambassadors including

elite athletes, dietitians, coaches and organizations

. Collaborated with and managed all internal and external stakeholders

including Creative, PR and Media agencies

. Developed and tracked key metrics for quantifying performance based

results

Acushnet Company

Fairhaven, MA

Worldwide Marketing Manager - Golf Balls

2007 - 2009

. Developed the worldwide Titleist and Pinnacle marketing strategies to

ensure that end-user golfer needs were identified, product

development/advancements were defined and marketing was deployed to

support the strategy and market position, as well as pre-empt new market

entries

. Created and managed all golf ball related marketing initiatives

. Managed all research initiatives including a major brand segmentation

study. Expanded connection with golfers, specifically Titleist and

Pinnacle consumers to better identify their preferences and understand

their loyalty

. Ensured the global consistency and execution of golf ball promotion and

merchandising toward increasing market share and brand positions in

emerging, less mature global markets

. Liaised with Communications Group and Sales and Marketing partners to

manage the worldwide marketing of Titleist and Pinnacle products with

consumer demand that supported worldwide golf ball objectives for

volumes, revenue, margin, OI and market share

. Developed and managed annual marketing department budget

Octagon Worldwide

Norwalk, CT

Account Director - Consulting

2003 - 2007

Sprint-Nextel NFL - National Strategy and Partnership Marketing

. Created and oversaw strategic NFL initiatives including the annual

product plan, promotional calendar, business unit integration, direct

marketing initiatives and jewel event execution

. Developed and executed partnership marketing strategy with targeted NFL

sponsors and licensees

. Created long-term strategy, management and evaluation program for all

sponsorship elements

. Managed the Sprint/NFL budget and contractual inventory spend

. Coordinated with Sprint Sports Marketing Group, MarComm, PR, Product

Marketing, Acquisition Group, Base Marketing and other business unit

stakeholders to effectively leverage Sprint's NFL rights and ownership of

Signature NFL events

Sprint-Nextel North Region

. Developed activation and implementation plans in support of brand

approach, including consumer, business and trade strategy for Sprint-

Nextel's sponsorship portfolio

. Managed & negotiated Sprint-Nextel's extensive portfolio (40+) of

sponsorships for the North Region (NASCAR, NHL, NFL, MLB, NCAA, Golf &

Tennis) with a sponsorship budget of $10MM+

. Created the long-term strategy, management and evaluation program for all

athlete partnerships

. Provided strategic planning, development and execution of marketing and

sales promotional programming around existing partnerships

. Coordinated and managed all marketing channels throughout promotional

development and execution (wireless, internet, retail, advertising,

sales, telecom, direct, etc.)

. Developed turn-key activation tool kits for all local markets to leverage

Nextel's sponsorship assets

Sprint, Nextel & NASCAR NEXTEL Cup Series (NNCS) - National Strategy and

Partnership Marketing

. Leveraged, created and expanded relationships with official NASCAR

partners to enhance Nextel's sponsorship activation and drive business to

business opportunities

. Developed long-term partnership strategy for driving specific Nextel

business initiatives through the NNCS

. Created and executed national multi-million dollar co-marketing platforms

with premiere partners including Ford, Anheuser Busch, EA Sports,

Kellogg's and AOL

. Responsible for all marketing plans and product launches for premier

NASCAR themed programs and devices

. Assisted in the planning for the Sprint-Nextel brand re-launch and

related elements

Octagon Worldwide

Account Manager - Consulting

Nextel & NASCAR NEXTEL Cup Series (NNCS) - National Programs

. Played integral role creating the overarching objectives, strategies and

tactics for the launch of the inaugural NNCS season

. Created and managed a successful product licensing program, negotiated

licensing agreements with 14 Nextel Cup teams in order to maximize

Nextel's product mix and further integrate Nextel into the NASCAR culture

. Managed the Nextel Racing Experience mobile marketing tours. Created the

execution templates, event books, collateral, budget and strategies for

three nationwide tours featuring over 185 event days each

Atari Interactive

Beverly, MA Brand

Manager Mass Market

2000 - 2003

. Managed numerous major brands and licenses, including Monopoly, Looney

Tunes, Wheel of Fortune, Jeopardy!, Beyblades, Transformers and many

others

. Responsible for over $26 million dollars in revenue for FY '03

. Developed effective product positions, strategies, objectives and

lifecycle management targets to ensure that each brands financial goals

were met

. Responsible for implementing the best marketing mix possible, including

budgeting, packaging, pricing, consumer and trade initiatives in order to

maximize revenue

. Worked directly with the sales force to maximize presence at retail and

capitalize on industry trends

University of Massachusetts

Amherst, MA Assistant Varsity Alpine Ski Coach

1998 - 2000

Education

University of Massachusetts, Isenberg School of Management

Amherst, MA

Master of Business Administration

5/2000

Boston College Carroll School of Management

Chestnut Hill, MA

Bachelor of Science, Marketing

5/1998

. Captain Boston College Men's Ski Team '97 - '98

Affiliations

. Member of the Green Mountain Valley School Board of Trustees (2000-2003):

Development and Strategic planning committees

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