Director Marketing

JOSEPH ALESI ** Hawthorne St. • Cranford, New Jersey 07016 • C: 908-***-**** • H: 908-***-**** • *******@*******.*** • jalesi.com

JOSEPH ALESI

Creative Director, Brand Strategist, Swell Guy.

QUALIFICATIONS, EXECUTIVE PROFILE & SELECT ACCOMPLISHMENTS

Ad Campaign Development Online & Alternative Media

Brand Building & Positioning Social Networking

Integrated Campaigns Customer Retention

Copywriter and Art Director Successful Team Leader

Award-winning integrated creative specialist who consistently sparks innovation resulting in effective ad

campaigns and high performance marketing. Strength in ensuring strong interactive concepts utilizing current

and emerging technologies. Directs, oversees, and participates hands-on in the creation of advertising – from

concept, art direction, writing, and UX leadership across teams of creative staff – to ensure ROI on client

spending. Committed leader who creates effective solutions that maximize marketing potential.

Identify client problems immediately and return with ideas that solve them.

•

Strong direction of both the creative and business sides – to attract and retain clients.

•

Thorough understanding of all online channels and how to maximize big ideas by taking advantage

•

of all avenues.

Captured substantial new business in agencies for a broad spectrum of products and services through the

•

creation and presentation of persuasive and effective, consumer-focused campaigns.

Built advertising agency for Turner Broadcasting System, developing innovative, brand defining, creative

•

campaigns to drive awareness and promote brand attributes to consumers and business constituents.

Served as Creative Director developing fully integrated national advertising campaigns in several of

•

the largest ad agencies in the world.

Won numerous awards for consumer and trade campaigns.

•

Believe it’s crucial to keep it fun. There is a significant difference between work that comes from people

•

who “want to do it” as opposed to those who feel they “have to do it”.

JOSEPH ALESI 11 Hawthorne St. • Cranford, New Jersey 07016 • C: 908-***-**** • H: 908-***-**** • *******@*******.*** • jalesi.com

PROFESSIONAL EXPERIENCE

FREELANCE/VARIOUS AGENCIES/ BRANDS: Pabst Blue Ribbon; Heinz-Lea & Perrins;

John Frieda; StarKist

Freelancing: January ’09-present

EXECUTIVE CREATIVE DIRECTOR

• Pabst Blue Ribbon- Hired to come up with the Big Idea for PBR 2010. All ideas leveraged an influencer loyalty while

expanding the brand’s reach to new customers. Big Ideas open sourced the brand 360 degrees via online, social media, viral,

non-traditional, new technologies & mobile strategies.

• Lea & Perrins- Hired to come up with the 2010 Big Idea for Heinz’s Lea & Perrins Worcestershire Sauce. All campaign

strategies delivered a fully integrated creative approach delivering effective solutions solving brand objectives.

• John Frieda- Hired to come up with the Big Idea for John Frieda’s Root Awakening 2010. All campaign ideas met client’s

expectations separating the John Frieda Collection from its competitors.

• StarKist- Hired to come up with the Big Idea for StarKist’s Tuna Creations 2010. All campaign strategies delivered 360 degree

creative solutions addressing client’s objectives of increasing sales and awareness of product line.

THE AGENCY/TURNER BROADCASTING SYSTEM – New York, NY 2005-2008

TBS, Inc., the leading provider of programming for the basic cable industry, serves nearly a billion customers around the globe and employs more

than 9,000 people worldwide.

VICE PRESIDENT CREATIVE

• Launched full-service agency, ‘The Agency’, as Executive Creative Director charged with the development of

innovative consumer and trade solutions for the client, TBS. Assumed equal accountability for development of brand strategy to

promote TBS market growth. Hired, motivated, and directed staff of fifteen account executives, project managers, art directors,

copywriters, print, online programmers & designers, and traffic staff.

Energized and steered the conception and delivery of brand defining, integrated creative campaigns incorporating buzz-

•

generating components and promotions.

As a result of reinventing the network’s brand and program specific ad strategies, CourtTV became the fastest growing

•

cable network in 2007.

Structured the start-up agency, establishing all business processes and systems including estimates, invoices,

•

salary schedules, and creative briefs. Manage client expectations and interactions with The Agency to quickly create

agency-client business efficiencies.

Guided the successful re-branding transition from CourtTV to truTV. Retained program ratings and grew the network to

•

even higher ratings after the transition.

Won the Cannes Gold Lion for Best Integrated Consumer Campaign and numerous Mark Awards for

•

Affiliate Relations Trade work.

JOSEPH ALESI 11 Hawthorne St. • Cranford, New Jersey 07016 • C: 908-***-**** • H: 908-***-**** • *******@*******.*** • jalesi.com

PUBLICIS USA – New York, NY 2002-2005

American arm of the 4.39 billion Euro (2006), Paris-based multi-national advertising and communications Publicis Groupe U.S.A., one of the “big

four” advertising holding companies. Publicis provides traditional advertising, media services, and specialized agency / marketing services from

locations in 104 countries.

CREATIVE DIRECTOR – VIGILANTE

Led the agency in producing effective, award-winning creative solutions that separated our clients

from their competition while winning new agency business. Oversaw the development and execution of TV,

print, radio, marketing and brand development assignments.

Clients included GM, Heineken, USTA, Akademiks and Western Union.

• Won numerous awards for work on Heineken, GM and Akademiks. Succeeded in retaining client relationships

over multiple year periods.

• Directed and managed the entire creative staff on a daily basis in producing effective creative, working within all assigned

budgets. Developed a strong staff and productive client relationships.

• Delivered on client objectives, exceeding client expectations while meeting schedule and budget objectives on creative ad

development, brand development, and positioning projects for a target young, urban market.

ALTAMIRA INTEGRATED COMMUNICATIONS – Westport, CT 2002

A communications consultancy with clients that include Ricoh Corporation, Boyden, Millward Brown and Kobrand.

CREATIVE DIRECTOR/CONSULTANT

Sought out to partner with company owner as a consultant to develop a new agency,

create an agency identity, and cultivate new business. Established agency strategy,

credentials and new business presentations. Created traditional and interactive advertising with additional

focus on marketing strategies.

• Successfully positioned the agency as a key player in the Connecticut market. Agency remains vital and growing.

UPSHOT – New York, NY 2000–2001

A marketing agency supporting clients in diverse industries including automotive, beer, spirits, soft drinks, financial services, home electronics,

government services, pharmaceuticals, and telecommunications.

CREATIVE DIRECTOR

Led and oversaw the creative staff in developing brand defining solutions for the agency’s two biggest

clients, Seagram and Coca Cola. Produced innovative, award-winning print, outdoor, on-premise, off-premise and event

creative solutions, ad campaigns, experiential marketing initiatives, and promotional marketing materials. Hired and managed the

entire creative staff. Conducted client presentations. Managed budgets.

• Effectively separated Seagram from the competition, increasing Seagram’s visibility in highly competitive

markets. Results catapulted the client into the industry sales lead.

• Met extreme deadlines while piloting success for all accounts including the largest agency account in the New York and

Chicago flagship office, Captain Morgan.

JOSEPH ALESI 11 Hawthorne St. • Cranford, New Jersey 07016 • C: 908-***-**** • H: 908-***-**** • *******@*******.*** • jalesi.com

DEUTSCH ADVERTISING INC. – New York, NY 1999-2000

Founded in 1969, Deutsch is a $2.8B marketing communications company with a client list that has included DIRECTV, General Motors, and IKEA.

FREELANCE CREATIVE DIRECTOR

Recruited to develop a unique brand-defining campaign for the capture of Dominos Pizza business.

• Pitched and won $100 million Dominos Pizza account.

• Established graphic standards for the agency, creating the agency’s corporate identity package and

overseeing the brand throughout all offices. Established the design of print-related material for the Promotions, Direct,

and Interactive departments.

DDB WORLDWIDE – New York, NY 1995-1999

Part of the Omnicom Group Inc. and with annual revenues of more than $12B, DDB has 200+ offices in over 90 countries and is one of the world’s

leading advertising agencies.

SENIOR ART DIRECTOR

Launched new division ‘Beyond DDB’ that powered DDB’s expanded reach into the newly-evolving

integrated communications space. Directed and led staff in the creation of integrated campaigns that included print, TV,

OOH as well as corporate identities and promotional design. Created successful integrated campaigns for Hershey, FritoLay, Dial,

VTEL, New York State Lottery, Mobil, Bank of New York, and Amtrak.

• Projects included Hershey’s Mr. Goodbar ‘Mouth Get Ready’ campaign (print, outdoor, in-store displays); New York

State Lottery NY Wired game show (show creative, broadcast design, print, outdoor, radio and design)

• Created Bank of New York’s ‘Direct 24’ campaign. Bank of New York was the first bank to successfully establish 24hour

online banking.

** ** **

Prior Experience 1988-1995

Freelance Art Director, VH1/MTV Networks;

Art Director, SCI-FI Channel/USA Networks; Senior Designer, RCA Records (NY);

Associate Art Director, Atlantic Monthly Press (NY).

EDUCATION BFA in Graphic Design/ Advertising School of Visual Arts, New York 1988

Contact this candidate