Sales Marketing
Resume:
Michael S Simpson
**** **** *****, ******, ******* 34102
*****@****.***
RESUME
Proven marketing executive with 20 years experience of increasing
responsibility in product marketing, corporate marketing, ecommerce
marketing, strategic planning, and thought-leadership in multiple
industries. Proven success launching and managing digital marketing
initiatives as well as social media relationships and strategies utilizing
multiple forms of media as a catalyst for exposure, increased sales and
business opportunities.
Sales Support, Collateral Strategy & Leadership Creative Direction
& SEO
Positioning, Segmentation Competitive & Market Media Placement
& Pricing Analysis B2B, B2C
Brand Manager & Evangelist Market Intelligence Social Media Management
Global Branding Strategies Loyalty/CRM Programs Ecommerce Marketing
Public Relations New Product Development SEO and Affiliate
Presentations & Marketing
Communication Video Production Web Development
PROFESSIONAL EXPERIENCE
DIRECTOR OF MARKETING
Protect-A-Bed - Chicago, IL
2007 - Present
Responsible for directing all international marketing activities and go-to-
market strategies for retail, wholesale, internet and media. Integrated
responsibilities include international branding development, management and
creative direction for our in house design department, new product concept
and development, managing all internet and ecommerce initiatives and
supporting our national sales and training efforts.
o Drive and execute all outbound marketing events including trade shows,
sponsorships, media appearances, collateral, PR and advertising.
o Monitor, evaluate and report on results of marketing programs and
appropriately modify strategies and programs based on corresponding
objectives, results and competitive dynamics.
o Conducted market research, including external customer interviews, to
gain insight into the "customers buying moment", information regarding new
product development needs and feedback on the performance of current
products.
o Implemented "Basecamp" 24/7 online project management solution for
USA and international marketing groups.
o Spearheaded presence on social media sites including Facebook,
Twitter, LinkedIn, Myspace and YouTube.
o Developed and established an International Brand Standards Guide.
o Leading market launches of new products and product enhancements from a
global perspective.
o Masterminded $1,500,000 ongoing nationwide billboard campaign.
o Responsible for over $1,000,000 in consumer magazine advertising
annually.
o Coordinate national trade shows, events and new customer presentations.
o Currently working with Great Britain, South Africa, Australia, China,
Scandinavia, Russia, Malaysia, Indonesia and Taiwan on international
marketing campaigns.
Creative Direction
Responsible for overseeing design and development of product packaging,
multimedia, sell sheets, outdoor advertising, direct marketing, video
production, customer communications, consumer publications, trade
publications, web site and blog, trade show materials, pop displays, sales
samples, sales support materials and training materials as needed.
o Collaborated with agencies, creative services, local marketing, and media
to develop external communications and advertising campaigns, materials
and communications.
o Completely redesigned packaging for the full line of Protect-A-Bed
products to better differentiate our products in retail environments.
o Design and implement product translation requirements.
o Oversee digital asset management and provide solutions to encompass both
production and workflow enhancements as well as access to those resources.
o Built a comprehensive online management system for international access
to approved corporate creative, marketing material and media distribution.
o Implemented project management and tracking system procedures, timelines,
and schedules to increase creative development capacity and ensure on-time
delivery of all projects.
o Ensure that all design work meets or exceeds design standards, maintains
the brand integrity and adheres to corporate compliance.
o Direct interaction with our Chinese manufacturer regarding design
materials for packaging, boxes, care labels, POP displays, and new product
concepts.
o Developed comprehensive brand compliant sales tools including,
presentations, videos, collateral, and reports to increase the efficiency
of the sales team.
Internet and ecommerce Channel Development
Responsible for the overall direction, coordination, implementation,
execution, control and completion of B2C and B2B ecommerce projects while
ensuring consistency with company marketing strategy, commitments and
goals. Managed and executed large scale Web site development projects for
multiple international corporate ecommerce sites. Managed the ecommerce
platform business development team and served as the liaison between the
implementation partner, web-site design agency and internal IT ecommerce
platform development team and business members.
o Integrated ecommerce into corporate accounting system (Sage ACPAC) to
automate and expedite online orders through payment to shipping,
eliminating manual entry.
o Built extensive network of commissioned affiliates through our corporate
site and affiliate management partners, LinkShare and Commission Junction.
o Established a "Data Feed" based ecommerce solution that continually feeds
product data for inclusion and display on shopping comparison sites.
(shopping.com,
o Developed "Amazon.com" and "Ebay.com" online stores that generated
immediate sales.
o Developed and implemented MAP pricing policy for internet resellers.
o Developed consumer information blogs for exposure and promotion of
Protect-A-Bed products.
o Developed and maintain ongoing Google adwords campaign.
o Integrated top level SEO strategies into all web initiatives.
o Established weekly reporting with Google Analytics and Web CEO.
DIRECTOR OF MARKETING
Xmar Consulting, Inc. (XMARketing) - Libertyville, IL
2001 - 2007
Responsible for initiating and implementing over 200 client marketing
campaigns. Developed brand marketing strategy for top clients nationwide.
XMARKeting is a brand strategy and full-service marketing agency located in
Chicago, IL specializing in working with small business owners.
Successfully accelerated sales for business owners by clearly defining what
triggers sales and then adjusting their brand and marketing to maximize
results. Responsible for creating innovative Marketing Strategy and Brand
Development.
o Responsible for Strategic Marketing Plan Development including
product positioning, customer segmentation, and ROI-focused, multi-
channel media plans.
o Defined client targeting to determine select target markets where
products and services will have the greatest impact and
competitive advantage.
o Media Planning & Buying Expertise that allowed clients to develop
highly targeted and effective multi-channel media plans in a cost-
effective manner.
o Responsible for corporate and product branding and brand
positioning to clearly articulate a clients unique selling
proposition.
o Managed digital marketing initiatives as well as social media
relationships and strategies. Utilize all electronic media as a
catalyst for exposure, increasing sales and business
opportunities.
o Expert at Targeted Direct-Response Marketing. Developed direct
marketing campaigns built to drive immediate results.
o Monitor, evaluate and report on results of marketing programs and
appropriately modify strategies and programs based on
corresponding client objectives, results and competitive dynamics.
o Program Testing, Tracking & Continuous Improvement to maximize
marketing dollars and a programs return on investment.
o Proven ability to transform current marketing trends and
information into profitable strategies for the business
Achievements
. Secured over 80 consulting contracts
. Developed 28 corporate web sites
. Developed over 100 marketing response web sites
. Produced over 200 multi faceted marketing campaigns
. Developed 25 data driven direct mail marketing campaigns over 1
million pieces
. Mailed over 25 million targeted direct mail pieces
. emailed over 20 million targeted opt in emails
. Developed and implemented 2 sales forecasting and lead tracking
programs (Sage CRM)
SENIOR ACCOUNT EXECUTIVE
Moore Corporation - Bannockburn, IL
1991 - 2002
Moore Response Marketing Division
Strategized, Created and Sold high volume direct marketing campaigns using
Moore's core competencies including print, database design and
development, marketing analysis, and data integration. Targeted direct
mail programs designed to acquire and retain loyal and active customers
for industry leaders in the Retail, Real Estate, B2B, Not-For-Profit,
Automotive, Financial and Insurance Services.
o Program analysis of clients past promotional programs with a focus
on lists used, offers made, product positioning and copy
platforms.
o Offer development, and positioning in the marketplace
o Program strategy. I developed positions for products or services
before select customer
segments, and developed the offers and incentives necessary to
promote response.
o Account Management of a team of account coordinators experienced
in the dynamics of direct
mail program design and management. With my direction they were
accomplished at anticipating and avoiding unseen obstacles to
successful execution.
o Managed Response Analysis and Interpretive Reporting. Based on
these analyses clients were advised on what factors to further
test, as well as what programs are perfected for direct mail roll-
outs.
o Performed Strategic Consulting focusing on selling additional
marketing services to clients targeting the data and information
components of a marketing program. My main mission was to
determine and commit to program objectives regarding the analysis,
assessment and acquisition of usable data which can be converted
into powerful marketing files and models. As well, we researched
external prospect files and offered list acquisition and
brokerage, and valuable file appending services.
o Managed Database Design of customer and prospect files into
optimal campaign segments, all for the purpose of achieving
business goals through cross-sell, up sell, and customer
retention. In addition, I have extensive knowledge of dealer
registration services for national marketers which sponsor
localized direct mail promotions.
o Analysis and Reporting using cluster profiles, geo analysis and
mapping to determine affinities between customers and products
which can be used to predict and quantify future customer
behavior.
Print Production Experience
Multiple web production of feature rich personalized mail using
flexographic printing technology. Selling proprietary multiprinter and
collator technology to create multiple component mailings which were
integrated with data driven personalization and versioning that made each
piece unique in its communication values.
Taking the lead in developing direct marketing strategy, I hold a wealth of
experience and intuition for successful direct mail programs.
o Achieved or surpassed sales goal each and every year
o Acquired and increased business in established national
automotive accounts
o Manage Ford relationship with over 8 million in sales
o Acquired Nissan contract with over 10 million in sales
o Acquired Northwestern Mutual Life contract for over 500k in
sales
o Assisted in acquiring Mercedes Benz contract with 3 million in
sales
o Acquired contract to develop communications for the GM side
saddle fuel tank class action six billion dollar settlement
generating over 3 million in sales
o Involved in multiple one shot direct marketing programs with New
York Life Insurance, Toyota, Sears, Discover Card, Goodyear,
NRA, USAData.com, and Chrysler.
o Developed multiple strategic partnerships with data providers
and print suppliers
o Integral part of a dynamic team that invented "Direct Marketing
Internet Portal" to increase digital print on demand sales by
52%
o Developed and presented company qualifications nationwide for
hundreds of proposals in response to RFP's and RFQ's
o Managed dedicated account management team of 5 personnel
o Attended trade shows nationwide to establish new business
relationships
o Worked with national advertising agencies on multifaceted
marketing campaigns
Accomplishments
Veteran - United States Marine Corp - 1982 - 1988
Served as a supply logistics and intelligence specialist at Kaneohe Marine
Corps Air Station, Kaneohe Bay Hawaii. Toured 27 different countries and
engaged in 2 conflicts, Beirut 1983 and Grenada 1983. Received 8
commendations/medals. Honorably discharged in 1988.
Author - "The Sales Cookbook", National Speaker and Trainer
Advanced computer literate, expert in all major office, multimedia and
creative software applications. Word, Powerpoint, Excel, Project, Access,
Act, FrontPage, Adobe CS5, Adobe Photoshop, Adobe Premier, Adobe
Illustrator, Director, CorelDraw
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