Marketing Sales

Brent Crenshaw

**** *. ***** **. *******, IL **613

*************@*******.*** ( 480-***-****

Marketing Professional

Brand Management ( Advertising ( Market Research ( Media Planning

( Sales

Innovative, creative Marketing Professional with a strong interest in

applying extensive knowledge of agency, vendor, and consumer marketing

practices and selling strategies to a position in marketing management.

> SIGNIFICANT EXPOSURE TO MARKETING, BRAND MANAGEMENT, ADVERTISING, MARKET

RESEARCH, AND SALES TECHNIQUES GAINED THROUGH DIVERSE EMPLOYMENT

EXPERIENCE IN START-UP / EXISTING COMPANIES, AND SOLID EXPERIENTIAL /

THEORETICAL GRADUATE-LEVEL EDUCATION IN GLOBAL MARKETING.

> GARNERED PRACTICAL EXPERIENCE IN IDENTIFYING TARGET MARKETS, ANALYZING

COMPETITIVE LANDSCAPES, DEVISING BRAND POSITIONING AND PRODUCT INNOVATION

STRATEGIES, AND GATHERING COMPETITIVE INTELLIGENCE THROUGH GLOBAL COMPANY

CONSULTING PROJECTS DURING MBA PROGRAM.

> TALENT FOR INTERFACING WITH EXECUTIVES FROM FORTUNE 100 COMPANIES, MEDIA

PLANNING AND BUYING, AND MANAGING MULTI-MILLION-DOLLAR ADVERTISING

BUDGETS. CONSISTENTLY EXCEEDED GOALS AND ACHIEVED REVENUE FORECASTS.

> FLUENT IN SPANISH AND PROFICIENT IN @RISK, IRI, MICROSOFT OFFICE,

NIELSEN, SCARBOROUGH, SIMMONS, SPSS, AND TAPSCAN PROGRAMS.

PROFESSIONAL EXPERIENCE

THUNDERBIRD SCHOOL OF GLOBAL MANAGEMENT - GLENDALE, AZ 2008-2009

Graduate Student

Attended and earned MBA in Global Marketing to gain a greater understanding

of marketing and brand management from all aspects (Consumer Packaged

Goods, Commercial Products, and Service-based B2B and B2C companies) to

complement previous employment experience. Acquired a balanced education by

learning theoretical concepts in the classroom, and developing / executing

projects for companies which hired Thunderbird for consulting assignments.

Gained practical experience in the utilization of quantitative analytical

techniques and computer modeling tools to formulate strategic marketing /

branding plans, production levels, R&D investments, product positioning,

pricing, and distribution, advertising spend, and sales personnel

recruitment decisions based upon market research and competitive analysis

tactics.

Key Achievements:

> Selected as 1 of 35 out of 94 applicants to attend a two-week brand

management seminar in New York City, which featured 26 senior marketing

executives from leading global companies and consultancies, including

American Express, BMW / MINI, Cisco, Domino's Pizza, Eli Lilly, GE,

Goldman Sachs, Google, Interbrand, L'Oreal, Motorola, P&G, and Unilever.

Learned successful global branding and marketing strategies / tactics

utilized by industry leaders, including incorporation of consumer

insights, social media, audio branding, and product and company

nomenclature.

> CHOSEN TO GAIN EXPOSURE TO GLOBAL COMPANY OPERATIONS, MARKETING

PRACTICES, AND BUSINESS DEVELOPMENT INITIATIVES THROUGH STUDY ABROAD

PROGRAMS IN THE CZECH REPUBLIC AND PANAMA. GARNERED UNDERSTANDING OF

CONDUCTING BUSINESS IN EUROPE AND PANAMA, INCLUDING IMPORT / EXPORT

REGULATIONS, TRADE PRACTICES, TOURISM / ECOTOURISM, AND SHIPPING /

MANUFACTURING PROCESSES FROM CHIQUITA, THE COL N FREE TRADE ZONE, DELL,

DHL, HONEYWELL, SKODA, THE SMITHSONIAN INSTITUTE, AND TOYOTA.

RELEVANT PROJECTS:

> Brand Management Consulting Project - Conceptualized and developed a

comprehensive brand plan focused on shifting marketing strategy from B2B

to B2C for a leading global solar panel manufacturer generating domestic

annual net sales of $17.5 million.

o CONDUCTED A COMPREHENSIVE BRAND AUDIT, WHICH INCLUDED REVIEWING

METHODS UTILIZED TO MARKET AND BRAND PRODUCTS, AND CONDUCTING MARKET

RESEARCH TO IDENTIFY BRAND EQUITY BY INCORPORATING "MYSTERY SHOPPING"

TECHNIQUES WITH CURRENT DEALERS.

o Formulated brand plan for B2C shift, which addressed brand identity /

essence, customer marketing, category management, product management,

product naming, target market positioning based upon consumer

segmentation, advertising development, media planning, and P&L

forecasting.

o Recommended and presented integrated approach to 40 employees,

including senior management, which encompassed improving and

stabilizing B2B image prior to entering B2C market and increasing

total marketing expenditures 500% (from $250,000 to $1.5 million) to

catapult brand awareness. Projected ROI on marketing spend within two

months of incorporation and a 3% revenue increase in 2010.

> Global Marketing Strategy Project - Devised an international marketing

strategy for a P&G's Clearblue Easy Pregnancy Test product, focused on

potential opportunities for brand expansion into 1 of 3 markets (Mexico,

Russia, and South Korea).

o CONDUCTED THOROUGH SWOT, CUSTOMER SEGMENTATION, MARKET SHARE, REVENUE

PERFORMANCE, AND INDUSTRY POSITIONING ANALYSIS OF KEY COMPETITORS AND

P&G UTILIZING PORTER'S FIVE FORCES MODEL.

o Performed research to identify consumer purchasing factors, including

brand recognition, product variation, and pricing disparity, and

analyzed risk for each country, identifying social, economic,

political, technology, and distribution channel barriers.

o Determined Mexico as top choice for product expansion due to relevant

market indicators, including size and accessibility of market, high

fertility rate, stable inflation, and currency benefit.

> Competitive Intelligence Consulting Project - Consulted with a global CPG

company to re-evaluate corporate strategy surrounding brand management,

sustainability, strategic sourcing, environmental responsibility, and

compliance initiatives.

o ANALYZED COMPETITIVE LANDSCAPE, RESEARCHED INDUSTRY BEST PRACTICES,

PROPOSED ESTABLISHMENT OF SUPPLIER CODE OF ETHICS, AND PRESENTED

STRATEGIC RECOMMENDATIONS TO EIGHT COMPANY EXECUTIVES UTILIZING WEBEX,

WHICH DETAILED ATTAINMENT OF OPTIMAL PRODUCT / BRAND POSITIONING,

ADDRESSED COMPLIANCE ISSUES THROUGH INCORPORATION OF VENDOR AUDITS,

AND DERIVED ENHANCED GOOD WILL, REDUCE COSTS, AND INCREASE PROFIT

BENEFITS.

> Global Product Development Project - Audited innovation cycle and stage /

gate process for new product development, and provided recommendations

for uniform interpretation of data and standardization of global

processes for Cadbury Adams confectionary product line.

SUN CITY COMMUNICATIONS, KVIB FM - PHOENIX, AZ 2005-2007

Account Manager

Recruited to establish accounts and generate revenue through advertising

sales for a start-up, independent radio station. Determined target market

audience through comprehensive research and compiled data for utilization

with targeted business account prospects. Conducted cold calls, penetrated

and established relationships with key account decision makers of local and

national businesses, negotiated contracts, devised client promotions, and

authored marketing messages.

Key Achievements:

> Generated more than $775,000 in gross advertising revenue and grew

account base from zero to 53 billable clients.

> INSTITUTED AND INCORPORATED AN INNOVATIVE LEAD GENERATION METHOD TO

IDENTIFY POTENTIAL LOCAL AND NATIONAL ADVERTISERS TARGETING THE PHOENIX

MARKET (ENGLISH, SPANISH, AND BILINGUAL AUDIENCE), WHICH YIELDED

APPROXIMATELY 60% OF TOTAL REVENUE.

> SPEARHEADED CROSS-FUNCTIONAL EFFORTS BETWEEN A CLIENT, AREA BUSINESSES,

AND INTERNAL PROGRAMMING / SALES DEPARTMENTS TO CREATE A CHARITABLE

PROGRAM, WHICH RAISED $20,000 TO PROVIDE THANKSGIVING DINNERS TO 2,500

PHOENIX-AREA HOMELESS FAMILIES.

LOPEZ NEGRETE COMMUNICATIONS - HOUSTON, TX 2004-2005

Junior Media Planner (2004-2005)

Promoted within six months to co-manage $51 million media portfolio to

target the Hispanic market for Bank of America, GEICO, Tyson Foods and Visa

USA. Interpreted market research for trends and growth opportunities,

analyzed competitor strategies, evaluated promotional opportunities, and

authored media plans. Negotiated ad-spend budgets with clients, placed

media buys for Internet, print, and out-of-home advertisements, and secured

free ad placements.

Key Achievements:

> Collaborated with directors to develop and implement strategy for annual

negotiations with Visa VP of Marketing, which yielded 50% budget increase

to $27 million and generated $2 million in additional revenue for the

agency.

> NEGOTIATED $2.1 MILLION VISA USA MAGAZINE AD BUDGET WITH VENDORS, WHICH

INCLUDED PREMIUM PLACEMENT AND AN ADDITIONAL 40% ($800,000) IN FREE

ADVERTISING PLACEMENT ACROSS 12 PUBLICATIONS.

> PERSUADED VISA'S VP OF MARKETING TO APPROVE AND INCORPORATE A $660,000

BUDGET FOR THE NEW / EMERGING DIGITAL MEDIA MARKET TO ENHANCE VISIBILITY

WITH TARGETED CUSTOMERS ON HISPANIC INTERNET PORTALS.

MEDIA ASSISTANT (2004)

Supported Media Department charged with management of a $70 million

portfolio for Fortune 100 companies, including Bank of America, GEICO, Visa

USA, and Wal-Mart. Obtained, input, and reconciled invoices from all media

outlets for network TV, spot TV, radio, print, and OOH advertising with

100% accuracy.

Key Achievements:

> Initiated all research and development for digital media planning for

Hispanic consumers across all agency accounts.

> CONSTRUCTED A MONTHLY ADDED-VALUE REPORT FOR WAL-MART, WHICH DETAILED

AMOUNT OF FREE ADVERTISING PLACEMENTS.

EDUCATIONAL BACKGROUND

MASTER OF BUSINESS ADMINISTRATION IN GLOBAL MARKETING ( THUNDERBIRD SCHOOL

OF GLOBAL MANAGEMENT - 2009

Bachelor of Science in Corporate Communications ( University of Texas-

Austin - 2002

Bachelor of Arts in Spanish ( University of Texas-Austin - 2002

Study Abroad Program ( Universidad de Granada - 2001

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