Marketing Director

Mark Anzalone

**** ********** *****, *** ******, Ohio 43054 ? 614-***-**** ?

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

New York Metro Address - 180 Glenbrook Rd, #55, Stamford, Connecticut 06902

Lead Account Director / Management Supervisor / Strategic Planning

Large Account Management Experience / Multi-Industry Professional

Business Development / Agency Management and Operations / Client and Agency

Experience

Professional Summary: 22 years of increasing leadership responsibility

creating and executing marketing campaigns for a large number of categories

and target audiences. Marketing, advertising and media experience with

major healthcare corporations, agency holding groups and startups while

promoting category-leading brands including Advil, Robitussin, Centrum,

Viagra, Zoloft, Zyrtec, Maxwell House, Crayola, Baush & Lomb, Pearle

Vision Centers and Azur Advanced Pro-Cellular Sunscreen.

Lead account management experience for as many as nine simultaneous

assignments each ranging in size from $750K - $3.3 million. Supervisory

responsibility for six Account Directors, one Media Director, one Research

Director and one Creative Director. Experienced business developer with

high client satisfaction.

Proven track record of effective branding, communication programs and sales

support through analysis, testing strategies and field force development

and support. Deep experience with consumer, trade and ethnic campaign

development and execution while managing advertising budgets ranging from

$550 million to $1.8 billion annually.

Career Track: Professional growth through such positions as Media

Supervisor, Associate Advertising Director, Director of Relationship

Marketing, VP Account Director and EVP General Manager.

Personal Profile: I believe in collaboration. I never ask anyone to do

anything I wouldn't do myself. As a result I build teams that are highly

motivated and empowered. They always possess a real respect for

supervisors, peers, subordinates and clients. I thrive in dynamic

environments with constant change. I try to be a fun contributor to the

creative process. I learn from some and teach others.

Education: BA in Advertising, University of Oregon School of Communication

and Journalism

Professional Experience

THE OTO GROUP, COLUMBUS, OHIO 2002 - PRESENT

Advertising and marketing service provider specializing in relationship

marketing to healthcare clients.

Founder and President

Oversight and development of all company staff and assignments.

. Analyze category and translate brand attributes into segmented compliance

and persistency programs.

. Quantify market dynamics and customer motivations to ensure scalable and

repeatable campaigns are able to drive awareness, trial and loyalty with

a positive ROI.

. Counsel and assist clients with evaluation and implementation of

physician, consumer and KOL programs on a local level across the EU,

Africa/Middle East and Eastern Europe.

. Plan and present global marketing plans to client Presidents, CMOs, and

Marketing Directors.

. Launch integrated marketing campaigns that incorporate sponsorships,

grassroots word-of-mouth campaigns, print advertising, sampling programs,

press releases, broadcast media, social media, online communities,

consumer compliance programs, direct mail, sales literature and CME

programs.

. Execute brand promotion strategies, plan media, design relationship

marketing program infrastructures, produce communication tactics and

collaborate with patient advocacy groups.

Key Clients: Pfizer, TAP Pharmaceuticals, Wyeth, Novartis, Sanofi-Aventis,

Amgen, Genentech, Cardinal Health, A.I. Specialty Healthcare

Professional Experience, cont.

GSW WORLDWIDE, COLUMBUS, OHIO 1998 - 2002

Advertising agency specializing in healthcare and pharmaceuticals

Executive Vice President and General Manager

Joined GSW as VP Account Director responsible for bringing relationship

marketing capabilities to a B2B agency by building a new business unit from

the ground-up within a fast growing marketing service holding company.

Ultimately promoted to EVP/GM with Operating Board responsibilities,

business development objectives, client service, creative oversight, and

management of research and media departments.

. Assured quality, thoroughness, timeliness, creative excellence, client

satisfaction and success on all marketing projects.

. Mentored and grew dynamic team of marketing professionals

. Provided business unit integration within the overall holding company to

ensure cross-selling of PR, interactive, media, research, relationship

marketing and professional advertising.

. Generated more than $14 million revenue through new and existing clients.

Responsible for business unit P&L that retained more than 30% profit.

. Participated in long-term strategic planning for the holding company's

growth and success.

Key Clients: KeyBank, Nationwide Insurance, GlaxoSmithKline, Eli Lilly,

Ohio State University Medical Center, eGovNet, National Century Financial

Enterprises, Ethicon Endosurgery, Medesis Pharmaceuticals

Pfizer US Pharmaceutical Group, New York, New York 1997 - 1998

Director, Relationship Marketing

Directed the creation and integration of programs utilizing new interactive

technologies with existing advertising, direct marketing and trade

programs. Managed relationship marketing programs for brands with combined

revenues of approximately $20 billion annually.

. Hands-on approach to develop dynamic publishing capabilities for the

division's acquisition, retention and compliance programs while

integrating call centers, databases and more than 60 individual customer

segments.

. Used various testing strategies to identify the most effective incentive

and call-to-action activities.

. Incorporated huge volumes of existing branded materials into new

communication vehicles that were customized for each customer based on

psychographics, demographics and behavioral data.

. Responsibilities grew to include consumer media and commercial

development consultation.

. Leveraged positive ROIs to create awareness and excitement for

relationship marketing internally leading to additional business units

funding similar programs for their own portfolios.

Key Brands: Viagra, Zyrtec, Zithromax, Glucotrol XL, Aricept, Norvasc and

Cardura

Wyeth Consumer Products, Madison, New Jersey 1991 - 1997

Director, Electronic and Database Marketing

Established a new staff department responsible for all emerging technology-

based marketing programs.

. Developed several pilot programs to test response rates, interest and

ultimately consumer acceptance for commercial support of their internet

experience. Formed strategic alliances with major media companies to

create online serial dramas made available through sponsorship of Wyeth

brands.

. Incorporated commercial messages, call-to-action and incentives to begin

collecting opt-in consent for future contact. The goal was to create a

corporate asset based on customer-level information that our competitors

didn't have.

. Developed internet-only SKUs comprised of seasonal combinations of

various Wyeth products offered to subscribers of the online programs.

Professional Experience, cont.

ASSOCIATE DIRECTOR, ADVERTISING

Responsible for planning and implementation of a $550 million ad budget,

day-to-day management of 14 consumer agencies, four multi-cultural agencies

and three B2B agencies.

. Analyzed four years of commercial production data to improve television

commercial production process. Results maintained high production values

yet reduced costs by 20%.

. Prepared comprehensive media plans using all measured media including

upfront and scatter network television, national and local cable,

newspapers, FSIs, print and out-of-home.

. Collected, analyzed and projected competitive activities using primary

and secondary data, input from the field force and industry contacts.

Key Brands: Advil, Robitussin, Centrum, Dimetapp, Primatene, Clearblue

Easy, Chap Stick, Denorex, Compound W, Dristan, Anacin, Dristan,

Preparation H, Fibercon, Anbesol and Caltrate

Additional Agency Experience

OGILVY & MATHER WORLDWIDE, NY - KRAFT/GENERAL FOODS: MAXWELL HOUSE COFFEE,

GENERAL FOODS INTERNATIONAL COFFEES, JELL-O, SHAKE-N-BAKE; HERSHEY FOODS:

MOUNDS/ALMOND JOY, HERSHEY KISSES

Avrett, Free & Ginsberg, NY - Crayola, Baush & Lomb, Nair, Super Clubs,

Taylor California Cellars, Transderm Scop, Claridge Casino and Hotel

DeWitt Media, NY - BMW Financial Services, Pearle Vision Centers, Long John

Silvers, Rent-A-Center

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