Marketing Manager

John Anderson *** S. Oak Ave., Westmont, IL ***** 312-***-****

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

CAREER

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. Innovative thinker with creative roots at award winning communications

agency.

. Successful business manager with demonstrated leadership skills at

Fortune 500 company.

. Proven top performer with strategic experience in consumer brand

marketing, advertising, direct marketing, digital media, merchandising,

promotion and retail environment design.

. Effective relationship management skills to lead through persuasion and

collaboration to deliver results.

PROFESSIONAL EXPERIENCE DJFLKDJFLKJSDFLKJDFALKJDFLKDJFLAKDJL

J.P.MORGAN CHASE

Vice President, Brand & Advertising

2004 - Present Responsible for brand and communication platforms and

advertising agency day-to-day management that represents $105 million

annual media budget. Supervise creative and communication's direction

across traditional media, display & search online advertising, direct

marketing, merchandising, collateral and debit card plastics design.

. Lead development and execution of advertising messaging in support of

incremental checking acquisition goals across 93 DMAs. Exceeded LY's goal

by 9%.

. Developed Washington Mutual acquisition rebrand campaign across

broadcast, print, out-of-home, online search & display advertising,

web/microsite design and Business Banking rehit advertising promotion.

Unaided brand awareness increased by 86% in heritage WaMu markets.

. Initiated Retail bank's first ever online display & search brand

advertising media campaign. Campaign resulted in industry leading CPC

and CTR plus exceeded goals for overall impressions and elapsed time on

chase.com.

. Partnered with analytics group and agency media buying team to evaluate

media strategies and test design on a quarterly basis to optimize media

mix and weight to drive business results.

. Lead product innovation ideation sessions to increase Chase brand

relevance. Efforts resulted in successful launch of Chase Mobile banking

enhancements, iPhone app (QuickDeposit), sms 2-way text alerts

(Instant Action Alerts) and Person to Person Payments (P2P QuickPay).

. Launched first ever Chase debit card cash back rewards program - Chase

RealCash. Leadership included creation of value proposition,

communication platform, card plastic design and supervised the execution

of all communication tactics - print, online display advertising, direct

marketing and web microsite design.

. Manage brand attribute research tracker to measure brand awareness,

relevance and consideration. Identified trends and authored

recommendations to improve messaging and media strategies as well as

product designs.

. Leveraged US Open Tennis Tournament sponsorship with company's first ever

'text to win' promotion that introduced new Chase Mobile banking service

in Tri-State area. Campaign included print, out-of-home, in-branch and

on-site events/signage. Campaign drove $240 million in new account

balances and exceeded promotion's customer entry goals.

. Deliver coaching to 20+ marketing managers and supervise

development/execution of 15-20 marketing programs on a weekly basis

demonstrating expertise in establishing insightful creative agency

briefing direction that results in impactful copy outputs,

art/photography design and layout to best meet business objectives.

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Head of Merchandising & Retail Environment 1999 -

2004

Responsible for all planning and creative execution of in-branch marketing

cross-sell programs to deepen existing customer relationships with an

annual budget of $7 million. Collaborated with multiple business units to

define messaging hierarchy and customer experience.

. Designed in-branch environment direction for all new banking centers that

included a $240 million capital investment over two years. Design

strategy applied to exterior permanent signage standards, interior space

planning, branding, merchandising and employee apparel.

. Developed merchandising strategy based on EnviroSell study that included

new creative platform, messaging strategy and hardware design. Custom

fixture design includes a manufacturing patent and an initial capital

expenditure of $6 million. Strategy improved customer recall of

messaging and decreased annual merchandising spend by $2 million.

. Recommended new banking center marketing distribution tool (The 1Box).

Tool integrated both the delivery of the marketing materials with the

communications sent directly to the Branch Managers. Approach improved

the clarity of the marketing programs with the field teams, streamlined

the distribution process and reduced the annual distribution costs by

15%.

FRANKEL (ARC Worldwide)

Account Supervisor 1996 -

1999

Delivered account strategic promotional plans to drive business results.

Clients included: Kraft Foods, Keebler, United States Postal Service

. Managed the daily activities for all Kraft Dinners promotional efforts.

Responsibilities included leading the strategic development of the

consumer and trade programs and supervised four direct reports and

multiple creative teams. Partnered with Kraft Consumer Promotions and

Brand teams to secure final promotional calendar.

. Developed/implemented promotional platform to launch of new single serve

product Easy Mac.

. Partnered with Keebler brand management to develop new consumer

positioning of Grahams. Restage resulted in new brand direction,

packaging and consumer promotion plan.

. Grew agency revenues through successful capabilities' presentation to

Keebler brand and consumer promotions teams. Agency awarded projects to

develop and concept promotional calendar for flagship brand Cheez-It.

. Developed positioning, consumer benefits and merchandising direction for

United States Postal Service's new retail product launch. Successfully

identified tie-in and strategic partners - Hallmark and American Greeting

Cards. Revenue exceeded $72 million plan by 11%.

SPIEGEL GROUP

Market Planning Manager 1994 -

1996

Responsible for all sales and market planning activities for (4) Spiegel

catalog brands with $245 million in annual sales.

. Conducted biannual marketplace analysis used to shape corporate

direction. Analysis included evaluation of Spiegel customer file,

retail/catalog marketplace, and shift in key competitor's

activities/positioning.

. Initiated analytical analysis on a wide range of marketing and corporate

issues by examining Spiegel's marketing master file database to dray

insights and recommendations.

. Developed marketing and advertising plans for two retail chains

representing a $300,000 marketing budget.

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FRANKEL

Sr. Account Executive/ Account Executive/ Account Coordinator

1988 - 1994

Responsible for managing the development and implementation of integrated

promotional campaigns and seasonal traffic driving events. Clients

included: Target Stores, McDonald's Corporation

. Developed promotional marketing plan for Chicago market launch - 'Target

Time" campaign. Integrated advertising and merchandising campaign

included radio industry's first ever-synchronized dead-air promotion.

Store sales for initial launch exceeded plan by 35%.

. Identified Target Stores' entertainment properties, license and tie-in

partners including- Nickelodeon, Disney and PBS that resulted in

successful national promotions integrated through product, promotion and

advertising.

. Wrote McDonald's annual new product and marketing plans. Efforts

included defining new product characteristics, positioning and in-store

communication for #1 fast food chain.

. Launched eight-market test of McPizza family size and subsequent personal

size pizza.

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Bachelor of Journalism, Drake University, Dean's List

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