Marketing Sales
Resume:
**** ******** ***** • Bethesda, MD *****
Phone 301-***-**** • E-mail *************@*****.***
Roger W. Lockhart
Dear Andrew:
Having grown up in a Parkersburg-area family whose livelihood depended on careers in Mid-
Ohio Valley plants, and where I also worked as a college student, I was intrigued with this
posting and hope you will consider my qualifications.
I am a versatile, hands-on and results-driven Integrated Marketing Communications executive,
whose expertise in strategic communications, public and media relations, and marketing
planning is unique with perspective from both the agency and corporate sides in B2B and B2C
market segments.
The majority of my career has been spent working with blue chip brands as the lead client
services director for some of the most respected full-service advertising agencies in the country.
In this collaborative, service-driven role, I was responsible for leading the agency deliverables
process (marketing/brand strategy, TV and radio production supervision, print, out-of-home and
online creative, collateral, events and sales promotion, PR, media planning, research and market
analysis) while managing and guiding growth initiatives for a diverse group of corporate
clientele and achieving a balance of measurable success and return on investment.
For the past 10 years, I directed and developed the marketing communications efforts for the
Associated Press and its multimedia portfolio of news and information products and technology.
Targeting the electronic media industry, mobile, online and government markets, my role was to
lead and execute communications strategies to re-position the 165 year-old AP brand in a digital
era. This involved building and strengthening the brand's role and reputation as the essential
global news source, advancing revenue growth in support of multiple stakeholders and business
development sales efforts, new product launches, increasing market share and developing
multifaceted programs to promote and publicize the value proposition of AP’s breaking news,
content, online services and software solutions.
My experiences have required an expertise for facilitating incremental growth and achieving
stakeholder expectations through cross-functional collaboration with all levels of internal and
external constituents through strategic thinking, business and employee relationship development
and leadership skills.
Whether it was spearheading the efforts to re-position the Associated Press brand or leading
multi-million dollar marketing initiatives for McDonald’s franchisees, one of my unique
strengths is in the blending of the brand through integrated marketing communications (IMC). I
actually taught the class and helped develop the curriculum as an Adjunct Professor of Marketing
at American University's Kogod School of Business.
The premise of IMC is the utilization of numerous strategic communications disciplines in
support of the business plan to further differentiate and position the brand, maximize the budget
and achieve the desired results.
My expertise lies in knowing how to develop and implement the brand strategy and marketing
communications initiatives with the best and most efficient combination of these disciplines.
This includes innovative ideas for positioning and expanding the customer base, advertising in
traditional and non-traditional media, public and media relations, use of web-based and social
media platforms, sales collateral, event development, speaker placement and media training,
strategic conference presence, direct e-marketing, corporate partnerships, community outreach,
grass-roots initiatives and internal communications.
I hope that my experience, expertise and business acumen are consistent with the qualities you
are seeking in this Senior Communications Specialist position and I look forward to learning
more about this opportunity.
Thank you for your consideration.
Roger W. Lockhart
*************@*****.***
Resume/CV
Marketing Communications Consultant, 2009-Present
Independent Consultant specializing in Integrated Marketing Communications solutions for a
variety of B2B, online media, B2C retail and non-profit clients and projects. Areas of expertise
include strategic communications, PR, media relations, strategic partnerships/alliances, social
media, business development and member/client relations.
The Associated Press--Director, Marketing and Member Communications, 1999-2009
Senior Management position responsible for the overall integrated brand and marketing
communications for the global broadcast division of the world's largest member-based
newsgathering service. Targeted to the TV, Radio, Print, Digital and vertical business markets,
my role was to develop, manage and implement brand communications strategies to generate
awareness, enhance the sales process and member retention, increase market share and
awareness within vertical business segments and maximize the brand value of AP multimedia
content, products, services and technology solutions.
Responsibilities incorporated all disciplines of the Integrated Marketing Communications
process: Message development and positioning, public and media relations, digital and social
marketing, strategic and promotional alliances, event development, strategic sales consultation,
trade event management, production of promotional video and online marketing collateral,
internal communications and directing and managing the AP thought leadership speaker’s
bureau. This included managing a staff of up to ten, serving as the global branding committee
chair, acting as chief liaison with the AP Broadcast Advisory Board, developing member
relations with senior executives at multimedia ownership groups and coordinating global
marketing communications efforts with NY and London offices.
The AD Agency, Inc--McLean, VA, Senior Vice President, 1997-1999
Responsible for new business development, account management and overall client services.
Lead business development in the areas of Telecommunications, Retail, Financial Services,
Government and Commercial Real Estate with responsibility for launch of the Downtown, DC
Business Improvement District and the new Washington Convention Center groundbreaking
and introduction. Efforts resulted in an incremental growth of 40% in new capitalized billings
and securing of new revenue and various new client projects.
Arnold Communications/DDB Needham Worldwide VA, 1991-1996
VP-Management Supervisor, Client Services--responsible for agency's top billing B2C
accounts: Chevy Chase Bank, BF Saul Mortgage Co. and retail fashion/apparel outlet
developer McArthur Glen Group. During a period when the agency was acquired by Boston-
based Arnold Communications and new senior management installed, all accounts and billings
were retained. Directed multi-media aspects of integrated marketing planning, promotion, field
marketing and third party alliances-with aggregate billings in excess of $12 million.
DDB Needham Worldwide DC, 1991-1993 (acquired by Arnold 9/93)
Responsibility for account management supervision of Chevy Chase Bank, BF Saul Mortgage,
MOST debit card and POS network, Mobil Oil Commercial Lubricants (Domestic & Global
markets), Blockbuster Video and new business development.
Goldberg, Marchesano, Kohlman, Inc Washington, DC 1989-1991
VP-Director of Client Services--responsible for 10-person account management department,
new business development and supervision of various accounts including Mobil Oil Land
Development, COMSAT, APWU Health Plan and Vanity Fair Retail Outlet Division.
Henry J. Kaufman & Associates Washington, DC 1988-1989
VP Account Supervisor responsible for the strategic planning and integrated communications
programs that included Hardees Food Systems, Air Travel Card, American Automobile
Association, George Washington University Hospital and new business.
DDB Needham Worldwide--DC, 1984-1988
Account Supervisor--responsible for McDonald's Baltimore/Washington TV markets and field
marketing efforts for 240 stores and with an annual budget of $10 million. Also added account
supervisor responsibilities on Chevy Chase Bank, GTE Spacenet, Luray Caverns and
Associated Press Broadcast accounts.
Fahlgren Martin--Columbus, OH 1980-1984
Account Executive promoted to Account Supervisor, handling increased field marketing
responsibility for numerous McDonald's of Ohio co-op markets, as well as the sales
promotion/PR/trade show events division of Toledo-based Champion Spark Plugs, Toledo
Hospital and First Colony Corporation.
WDTV-TV, Withers Broadcasting--Clarksburg, WV 1978 - 1980
As Sports Director/On-Air Anchor for this CBS television affiliate, responsibilities included
establishing a contact data base, newsgathering, writing/producing/editing and anchoring two
newscasts per day, six days per week.
Education
West Virginia University – 1978
Bachelor of Science, Journalism –Marketing Communications
COMMUNITY SERVICE/AFFILIATIONS
Advisor to global humanitarian non-profit, Freedom in Creation - 2 years
St Alban's School Served in numerous parent board and volunteer roles, 12 years
American University, Kogod School of Business Adjunct Professor, Marketing, 5 years
Advertising Club of Washington Past, Elected 2-term President,
Board of Directors member
BCC Little League Baseball, Stoddert Soccer, MD Rec League Basketball
Team Coach, 10 years
Kenwood Club Member, 25 years
Washington National Cathedral Parent Fundraising Committee and Volunteer
Special Olympics Volunteer
Addy Award winner for print/collateral creative excellence
Telly Award winner for video creative excellence
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