Sales Marketing

JANET S. POORE

*** **** ********** **** ***. **07 . Plymouth Meeting PA 19462

abmd4o@r.postjobfree.com . Home: 610-***-**** . Cell: 312-***-****

http://www.linkedin.com/in/janetpoore

SUMMARY

Holistic Marketing Leader with Fortune 500 and entrepreneurial experience

in Diverse Consumer Products, Retail, New Home Construction, Hospitality,

B2B, Luxury/Lifestyle. Blend hands-on corporate, agency and consulting

experience with broad frame of reference to connect the dots, foster

innovation, create new markets and channels. Results-oriented management,

strategic vision, creativity, analysis with track record of brand

alignment, turnaround, increased sales, quality, cost savings for employers

and clients. Multi-faceted experience includes corporate and multi-product

marketing/branding; brand and product development; customer segmentation;

integrated traditional and interactive marketing communications;

merchandising; marketing research; advertising; PR; promotions; creative

management; competitive analysis; industry/lifestyle trend insight; events.

Go-to-market concept thru launch leadership with cross-functional teams,

vendors. Forward-thinking, right brain/left brain challenges norm, inspires

new ideas, anticipates more than it reacts. Brand Champion adept at

creating out-of-the-box opportunities to build awareness, grow revenue.

Expertise in 360? Holistic Brand Experience across touchpoints to develop

loyalty, brand as a tangible asset; customer-centric emotional drivers to

reach multiple target audiences.

FEATURED ACCOMPLISHMENTS

Continuous track record of multi-million dollar incremental sales growth,

cost reduction, productivity, ROI

-Increased sales 30%+ in multiple companies via strategic and creative

brand marketing skills/leadership

-Increased quality, efficiencies; reduced costs 15%+ via organization,

negotiation, operations leadership

Created expansion plan for Gourmet Gift Company via new

occasions/categories/merchandising channels

Produced holistic brand audits/plans for national retail/service companies

to revitalize brands/grow business

Created foundation for client line by producing lifestyle trend report with

product ideas to leverage trends

Transformed homebuilder's brand by planning, leading and launching

corporate re-branding program

-Defined brand vision, translated hospitality/retail paradigms to create

customer-centric luxury experience

-Drove traffic; increased sales 18% for homebuilder via elevated branding,

advertising, marketing, events

-Increased opening event attendance 300%; drove traffic that exceeded goals

for upscale golf community

-Developed concept for lifestyle magazine funded by vendors to promote

communities and company brand

EXPERIENCE OVERVIEW:

12 years Marketing, Branding, Creative, Communications function leadership

across industries/channels

Department organization/management; leading/mentoring/training reports;

cross functional teams/vendors

360 Brand Experience Development and Communication across touchpoints .

Holistic Brand Audits

Brand development/management -

alignment/strategy/positioning/architecture/voice, messaging synergy

New business development strategy and implementation for business growth -

consumer and B2B

Licensed product development and brand promotions with global entertainment

and sports properties

Short term/long term marketing planning that integrate traditional/digital

disciplines and touchpoints

Integrated traditional/online marketing communications management . Media

Strategy/Negotiation/Buy

Expert strategic, creative, photo, production direction leading internal

teams; external vendors/agencies

Vendor/agency sourcing/negotiation/management/evaluation . Large-scale,

complex project management

Online and traditional qualitative and quantitative marketing research .

PR/Trade/Event Management

Budget/P&L management . Professional idea generation/facilitation .

Visual Identity/Design/Copy

Tracking/performance metrics . Competitive Analysis .

Industry/lifestyle trend insight/analysis

COMMUNICATION - COLLABORATION - CONSULTATION:

All levels to CEO, internally/externally. Strong business and creative

writing, presentation skills.

Counseled internal management, executive clients on competitive issues;

trends; growth opportunities

Collaboration with corporate, sales and field personnel to plan and

implement programs and deliverables

Served on planning committees, chaired industry seminars and interviewed by

media for industry articles.

PROFESSIONAL EXPERIENCE:

WHOLEBRAND MARKETING, PLYMOUTH MEETING PA

PRESIDENT/360 BRANDING, STRATEGIC and CREATIVE MARKETING 2006-current

Holistic strategic/creative brand marketing to create innovation, equity,

business success for clients seeking to create a synergistic, effective

customer brand experience that builds awareness, loyalty, sales, profit.

Entrepreneurial new product, brand and business idea generation,

trend/industry research, product/retail/ecommerce marketing.

HERITAGE BUILDING GROUP, JAMISON PA

CORPORATE DIRECTOR OF MARKETING 2004 - 2006

Reported to President & CEO, led Marketing, Branding, Advertising,

Merchandising, Creative, PR, Events, Media, Research. Managed

department/marketing/advertising budgets. Hired/managed staff;

vendors/agencies. Researched and analyzed consumer segments; lifestyle

trends to incorporate into marketing, branding, product. Worked with

field/vendors to execute property openings and consumer/Broker programs.

Worked with designers to merchandise model homes/design center. Managed

trade show/awards/sponsorship participation; press/media relations.

. Facilitated 18% sales increase to achieve record sales in 2005

. Led planning/implementation/launch of corporate branding program that

created brand alignment and differentiation, increased awareness/sales.

Defined brand vision, voice, target segments, positioning. Developed

strategy to enhance brand experience, image. Directed all touchpoints

from naming, logo, website, advertising, photo style and signage to phone

scripts, customer surveys, new product concepts and visual identity

standards.

. Drove traffic exceeding 60 day goals, event attendance +300% (500+),

buzz/press by directing award-winning invitation and grand opening gala

event for upscale golf course community to attract agents/high end

buyers.

. Effectively used advertising dollars, expanded awareness, increased

traffic/sales by negotiated/executed media contracts, improved ad

creative, new interactive media, innovative out-of-home, direct response

programs.

. Led creative planning for new 25000 sq. ft. design center, as all-

sensory brand touchpoint to increase upgrade sales. On executive team,

worked with architect/functional teams to plan/design for optimal

merchandising

. Upgraded quality by sourcing/hiring more effective

branding/advertising/research/design/production vendors.

. Advanced technology by initiating Internet advertising; digital

renderings, animated tours, SEO. Aided pre-construction sales by

producing digital interior model home tours to play in sales trailers

. Managed/transformed 24 page quarterly employee newsletter into major

corporate communication tool

. Developed concept for lifestyle magazine funded by vendors to promote

communities and company brand

CREATIVE/SOLUTIONS, CHICAGO, IL

OWNER/BRANDING, MARKETING, COMMUNICATIONS CONSULTANT 1992 - 2004

Holistic brand development/marketing to build/revitalize brands. Developed

brand audits/strategy

. National Retailers: Developed holistic brand audit/plans to revitalize.

Included brand strategy/positioning; aesthetic & functional store

environment; private label concepts; advertising; brand extension

concepts.

. Midas: Developed Holistic brand audit/revitalization plan. Analyzed

positioning to align/update brand image. Included strategy, creative

tactics, advertising; CRM; visual branding; branded products; website,

concept store

. Hedstrom: Provided foundation for new product line via lifestyle trend

study - included trend research, analysis insights, style boards,

trend/color report. Identified 6 trends, provided ideas to leverage into

products

. Gourmet Gift Company: Created "next level" strategic plan to expand

business from seasonal to year-round cycle. Included new

categories/products; organization matrix for retail/direct/incentive

channel development.

. COPCO: Developed brand identity and package design for new tea kettle

and tabletop pottery product lines

. McDonald's: Created promotion event/menu/premium concepts for movie tie-

in. Created traffic-driving ads

. Keck Garrett Associates: Enhanced NBD by developing/implementing

repositioning and rebranding of agency into integrated branding firm.

Directed design/wrote copy for website, collateral, case studies,

presentations.

Provided new business development, client service; PR; client project

strategy and implementation

. Keebler Company: Acted as temp. Director, Marketing Services on 4 month

assignment to manage department, staff of 14, agencies and vendors.

Directed branding, packaging, in-store merchandising and marketing, sales

collateral, integrated promotions, FSI's, displays and special projects,

e.g., Cheetos NASCAR redesign, Tiffany crystal employee awards and

Keebler Elves truck wraps for long haul trucks.

ALBERTO-CULVER CO., MELROSE PARK, IL

DIRECTOR OF CREATIVE SERVICES 1991 - 1992

Led all corporate/brand identity; brand/corporate communications,

promotions. Entailed department planning, budget development/management,

staff/vendor/project management, strategic/creative vision, change

management.

. Boosted sales and updated image by leading development of strategic

branding and package design. Ex: New FDS packaging/branding and

advertising saved major retail account; increased sales 30% first year.

. Initiated cross-functional management task force that facilitated all

product development projects and identified potential issues/solutions

upfront, while ensuring interfunctional continuity.

. Facilitated heavy, fast-paced, dynamic workload, upgraded quality,

increased cost efficiency by vendor sourcing, expansion, negotiation,

direction; staff mentoring

POORE ASSOCIATES, DALLAS, TX

FREELANCE CREATIVE MARKETING CONSULTANT 1988 - 1991

Creative Marketing for CPG clients including Mary Kay, Max Factor, 1928

Jewelry, 7-UP, Jimmy Dean

FRITO-LAY, INC., DALLAS, TX

MANAGER, CREATIVE SERVICES 1984 - 1988

Led all brand/corporate identity, packaging. Department/branding vision,

strategy/objectives development, creative direction, budget

development/management, project/staff management. Initiated/implemented

programs to maximize brand identity, package design, in-store

merchandising.

. Increased sales via effective brand identity/packaging. Fritos grew 12%

($48MM). Nut line rolled out 6 months early due to success in test market

as result of re-positioning, new name (Nut Harvest), brand identity,

packaging

. Reduced package development costs by 15% from $4 million in one year.

. Achieved more effective brand image/communication, sales growth;

time/cost efficiencies by developing Best Practices Packaging Creative

Workplan; fostering design communication research as marketing tool

. Improved cost/time savings, shelf image by initiating/leading quality

improvement program & color standards

. Increased efficiencies by restructuring systems/staff.

Initiated/directed creation of custom reports that delivered highly

effective instant tracking/analysis of budget/project data.

. Developed logo branded retail casual apparel for JC Penney that sold out

in first month

EDUCATION:

UNIVERSITY OF THE ARTS - Philadelphia PA BFA Degree - GRAPHIC DESIGN

(Merit Scholarship)

Ongoing Professional Training: General and industry specific Marketing,

Management, Technology

AWARDS

2004 - 2 NAHB Pinnacle Awards: Best Full Color Ad and Direct Mail Piece

2005 - 3 NAHB Pinnacle Awards: Best Black & White Ad; Direct Mail Piece;

Community of the Year

2006 - 2 NAHB Pinnacle Awards: Best Corporate Brochure and Corporate

Website

FEATURED TECHNOLOGY

PC/MAC; MS OFFICE; Outlook; Internet Savvy; SEO/SEM/PPC/Social Media;

CRM/contact database software (ACT, Filemaker Pro, Now Contact); VOCUS PR;

Working knowledge Adobe CS for creative direction.

EXECUTIVE ADDENDUM

JANET POORE

BRAND...It starts with a foundation of values and mission, the DNA that

differentiates a company, product, or service. It's strategically creating

and synergistically communicating the 360? holistic brand experience - for

customers, business partners, employees, community - that delights,

compels, creates loyalty, forms reputation and builds brand equity as a

tangible asset - at every touchpoint. It's especially important in

experiential categories, consumer or B2B, where the decision to purchase

and do business is as much about the promise, the image, the personal

experience, and the emotional connection with the brand, as it is the

product or service. - Janet Poore

As a multi-faceted marketing executive and brand ecologist with a holistic

POV and an entrepreneurial passion for breaking new ground, I not only

understand the essence of marketing and branding products and services in

creating the 360 brand experience, but also the impact of innovation in

creating new products, new channels to sell them and new ways to reach the

customer, whether the traditional or the digital space or both together.

With a track record of increasing revenue, employers have benefited from my

brand expertise. My efforts helped Heritage new home sales rise 18% in

2005. At Frito-Lay, I increased sales on Fritos 12% in one month,

annualized at $48 million. At Alberto-Culver, an HBA and hair care company,

my expertise saved a major retail account, rejuvenated the FDS brand's

image and helped increase sales of the line 30% first year.

As Director of Marketing for a real estate developer with 25+ properties, I

brought my branding, retail and CPG marketing experience to new homes. With

a home being the most emotional purchase and lifestyle choice, I helped

Heritage create differentiation, value proposition and positioning that was

the foundation for a major branding initiative I led and launched for

Heritage Homes Group in 2006. In concert with conducting internal and

consumer marketing research, I brought in world-class branding consultants

to align the brand image with the product and create a brand experience

from new name, logo, advertising, website, signage, collateral, sales

centers, customer surveys, etc, to a 25,000 sq. ft. retail-style design

center for upgrade selections with partners like Kohler, Andersen Windows

and Mohawk. I also spearheaded a new photography approach, styled with

ambience and natural light, more editorial and inviting. Events such as

chef cooking demos and designer decorating seminars were planned to promote

upgrade sales. It was planned to create an all-sensory luxury brand

experience and WOW factor with innovative merchandising like a waterfall

wall, interactive kiosk, working gourmet kitchen and 2 home theaters,

geared to promoting buzz, sales and brand evangelism.

Segmenting homebuyers by demographic, lifestyle and lifestage, I worked

closely with the research firm I hired to identify motivators for each

segment, consumer insights, a needs analysis and positioning platform. The

positioning of "With a personalized approach and superior design, Heritage

helps customers realize their goals," was the foundation of the new brand

tagline I created - Built to Become You. In concert with the new branding,

I planned non-traditional options like mall pop-up stores to promote brand

and communities, a homebuyer panel for trend brainstorming to be used to

develop new home features, and a proprietary lifestyle magazine supported

by vendor advertising and brand alliance partners to promote communities,

build CRM database, sales leads.

With events an integral part of the brand experience, I directed and

coordinated a grand opening gala for brokers, township/state officials,

press and home buyers to open an upscale luxury golf course community. The

unique and award-winning invitation garnered a 300% increase of guests over

past events, with 500+ attending the 5 hour bash, which included live music

in each decorated model, open bars, butlered hor'dourves, buffet, costumed

"paparazzi", golf simulator and more. The event drove first 60 days traffic

that exceeded goals. I also successfully planned and implemented an

internal launch event for 125 employees and senior management to introduce

the new branding.

Counseling Heritage senior management on how the internet has changed

shopping behavior, I introduced them to the power of internet marketing to

reach today's consumer. In addition to online newspaper and real estate

guides, my internet marketing strategy included advertising on special

interest sites such as golfing, gourmet and employment websites to reach

specific targets. SEO played a major role and digital campaigns were

planned with completion of new sales CRM software. Internet TV and

corporate video were also planned. To help drive pre-construction sales, I

introduced and worked with an interactive agency to produce digital

elevation renderings; and digital animated tours to play in sales trailers

as a merchandising tool so buyers could visualize home interiors.

As a Marketing and Holistic Branding consultant, I utilized a visionary

approach to create a strategic blueprint for a gourmet gift company that

sold retail olive oil gifts. The plan expanded the seasonal business to a

year round business. Strategic initiatives, creative tactics and innovative

idea generation included new product categories, themes to leverage and

create year-round gift occasions and a matrix of new merchandising channels

that segmented retail, corporate promotional incentive and direct.

Categories leveraged trends in gifts and lifestyle. This led to gourmet

food, bath & body, home decor and more, which are sold in retailers such as

Bed, Bath & Beyond.

I produced a trend report for a crafts client which incorporated lifestyle

trends for a new product line. I researched the trends, interpreted their

influence and provided insight on how trends could be leveraged to develop

new products for the female target audience. The report included style

boards to illustrate each trend and color forecast. Exceeding client

expectations, it was utilized by corporate across divisions. The 6 global

trends (Planet Green, Opulent Renaissance, Me Inc., Main Street USA,

Eveolution, Spirituality) are seen today as forecast across categories -

fashion, retail, hospitality, pets, d cor, travel, food, real estate,

homes, personal care, etc.

I've performed holistic brand audits for national retailers. For an optical

chain, I suggested a name change due to its generic name and then generated

over fifty names and taglines. To grow business, I created brand extension

ideas, as well as private label product concepts, along with in-store

events to promote the fashion aspect. I foresaw the future of Lasik surgery

prior to FDA approval and envisioned extending the brand to Lasik centers

to maintain customer retention as demand for glasses shrank.

Recognizing the need for a new image, I initiated and presented an

integrated branding plan to revitalize Midas' brand while aligning its new

positioning as a full service auto repair company. To reinforce the

lifestyle branding, I conceived a road trip travel magazine-style website

and consumer-friendly store concept with new features such as evening hours

so customers could drop off their cars after work and pick them up after

dinner, and an internet caf waiting area. I developed a plan to renovate

500 stores with new branding and merchandising, and brainstormed ideas on

how to fund it.

In 1995, recognizing that most men hate to shop, I saw an opportunity for

Florsheim to reach more customers. Long before kiosks and ecommerce were

commonplace, I conceived the idea to place kiosks in airports and train

stations so men could view an electronic catalog, order shoes and have them

shipped to their home or office. Florsheim implemented the kiosks in their

own locations.

Not just an innovative and intuitive marketing, communications and branding

professional, I'm also an animal lover and seek ways to create emotional

connection through the human-pet bond. In 2002, as the "pets as family"

trend grew, creating a booming pet products industry, I wrote a brief

article challenging "human" product companies to extend their brands to

pets. John Paul Mitchell later introduced a designer shampoo for pets. A

number of designers, such as Ralph Lauren, Burberry, Chanel, Louis Vuitton

and Gucci, launched clothing and accessories for pets. Hotels are now

literally catering to pets with pet menus and dishes. Restaurants are

inviting dogs to their outdoor cafes with special plates. Target has

created an upscale pet boutique. The number of insurance companies that

offer pet health insurance has grown significantly, and some employers

offer it as an employee benefit.

My mind never stops working with creative ideas on how to improve and grow

business, along with taking it to the next level. I enjoy challenging the

norm and breaking the rules to create innovation.

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