Marketing Sales

LARRY ROSS

** *** ***** *****, ****, UT ***** 801-***-**** *****.****@*****.*** www.linkedin.com/in/larryrossvp

• • •

Dear Sir or Madam,

As a Vice President of Marketing, I have more than 17 years experience as a trailblazer and innovator in the

marketing industry.

I possess a unique combination of both strategic and tactical skills rarely found in a single individual. Those skills

include a strong background in all aspects of online and offline marketing. My online expertise includes Internet

Marketing (CPC / CPM / CPA Advertising, SEO, Email Marketing, Webinars, Viral Campaigns, Affiliate

Marketing), Web Monetization, Online Operations, Lead Nurturing, Customer Retention & Loyalty, and Web

Analytics. My offline experience includes Product and Corporate Branding, Product Development, Trade Shows,

Direct Mail, Business Development, Creative Services, and Competitive Research.

I have done work for a wide variety of national and local clients, including Sunkist, Treetop, Cessna, Logitech,

Gold's Gym, Iomega, Princess Cruise Lines, Nordic Track, Red Baron Pizza, Salt City Candles, Norbest,

Morinda, Nu Skin and Central Bank.

I am interested in obtaining full-time employment within your organization. I would welcome the opportunity to

discuss my qualifications with you. I can be contacted at 801-***-**** or by email at *****.****@*****.***.

I look forward to meeting with you to discuss how my skills may best serve your organization.

Sincerely,

Larry Ross

Vice President, Marketing, E-commerce

LARRY ROSS contʼd

17 Dry Creek Drive, Lehi, UT 84043 • 801-***-**** • *****.****@*****.*** • www.linkedin.com/in/larryrossvp

SUMMARY

More than seventeen years of marketing experience including Marketing VP and co-founder of a brand

marketing firm; creating and implementing marketing initiatives across all mediums, developing

cohesive brand strategies, staff training and management, and organizational leadership. Proven track

record for helping start-up and growth companies improve marketing ROI and revenue-to-spend ratios.

CORE COMPETENCIES

• Develop, implement and maintain comprehensive marketing strategies; internet marketing (SEO, SEM,

e-marketing), lead nurturing, advertising, direct mail, trade shows, public relations and other marketing

and sales programs.

• Analyze marketing initiatives and adjust strategies to increase effectiveness. Implement best practice

analytics and reporting (SEO intelligence, KPI, competitive analysis, keyword research, lead scoring,

and Web statistics). Aggregate data into actionable insights to improve marketing efforts, conversion

rates, and customer retention.

• Plan and execute budgets. Ensure appropriate design and execution of marketing materials, programs

and initiatives. Track expenditures and project cost ratios against ROI. Organize productive, efficient

marketing and communication departments and vendor relationships that consistently deliver results.

RELEVANT WORK EXPERIENCE

VICE PRESIDENT, MARKETING, E-COMMERCE

2007 - 2009, OverstockDrugstore.com

Created a new e-commerce division. Developed new brand identities and positioning. Designed

processes for performance monitoring and back-end system integration. Directed storefront creation

and design. Implemented various SEO and SEM strategies. Created successful eMarketing strategies

including e-mail and banner campaigns, e-commerce sales events and other promotional strategies.

• Developed SEO strategies including coding and content guidelines, keyword research (density,

relevance, weight, etc.), and link building–producing a 30% month-to-month increase in organic traffic

• Directed the creation of multiple product feeds for comparison shopping engines, accounting for a 400%

revenue increase and a 250% uptake in site traffic

• Developed e-commerce, online portal, project management, analytical and inventory processes.

Directed optimization of Web content, navigation, cart and check-out processes–all directly contributing

to a quarterly 500% increase in site traffic and a 800% increase in sales

• Strategically designed and managed paid search marketing with a strong focus on CTR and ROI.

• Created research plans including focus and peer groups, Internet user stats and purchasing habits,

competitive analysis and SEO intelligence–analyzing data and making appropriate adjustments

• Built affiliate programs with over 150 active affiliates and still growing

DIRECTOR, MARKETING COMMUNICATIONS, CREATIVE SERVICES

2005 - 2007, VitalSmarts

Developed marketing and brand strategies for B2B and B2C products. Managed the design and

execution of multi-channel marketing plans; tradeshows, webinars, sales support, email campaigns and

product deliverables. Orchestrated the development and deployment of marketing automation systems,

providing a platform for executing, automating and measuring highly effective marketing programs.

Created multiple online portal strategies including dedicated sites for speaker bureaus, thought

leadership, enterprise information, public workshops, book launches and affiliate micro-sites.

LARRY ROSS contʼd

17 Dry Creek Drive, Lehi, UT 84043 • 801-***-**** • *****.****@*****.*** • www.linkedin.com/in/larryrossvp

• Created formal marketing processes: strategic conceptualization, program development and

implementation, analytics and follow-up throughout the marketing process; designed brand strategies,

marketing plans and product deliverables, key to driving company growth by 72% in 2006

• Restructured product deliverables that supported a 17% increase in price and reduced product returns

by 178% in 2006

• Created and managed marketing plans that incorporated campaign automation, lead scoring and

nurturing, and analytics–all driving the companyʼs bottom line of sustaining a 41% profit margin

• Initiated new trade show strategies that produced a 33% increase in response rates

• Directed the development of a comprehensive brand strategy and public communication strategies that

included sales and marketing collateral, online presentations, email campaigns, product positioning,

micro-sites, interactive presentations and webinars, tradeshow graphics and messaging–helping

VitalSmarts become ranked #35 on the Utah 100 list of most successful and fastest growing companies

• Developed metrics for tracking marketing initiatives and developed plans for testing and optimization,

increasing overall customer conversion rates by 34% in 2006

DIRECTOR, PRODUCT MARKETING, BUSINESS DEVELOPMENT

2004 - 2005, The Generations Network

Developed and supported business goals and objectives for a new division at MyFamily.com; managed

development and execution of new marketing programs and communication plans, created new product

strategies, performed competitive analyses, and optimized divisionsʼ web-based properties from a P&L

and distributor usability perspective.

• Identified new market and revenue opportunities, leading to successful new product introductions such

as the companyʼs first full-service genealogy product

• Worked with channel marketing managers to define new marketing avenues, including the creation of

the companyʼs first series of infomercials

• Developed detailed product requirements, user flows and launch plans, cutting time to market by an

average of 53%

• Performed research on customer needs and developed competitive analysis methodologies, allowing

the company to acquire quantitative and qualitative information about buying preferences, increasing

conversion rates by 11%

• Led cross-functional teams from business development, IT, marketing, finance and customer support

through the business development process, leading to new product deliverables and acquisitions

VICE PRESIDENT, MARKETING SERVICES

1990 - 2004, R[E]D Brand Marketing

Developed branding, product, advertising and marketing strategies for a broad customer base; product

launch strategies, development and execution of marketing communications, product and marketing

research, and implementation of cohesive branding strategies.

• Created custom research methodology for providing qualitative and quantitative customer feedback for

product attributes, design features, marketing and advertising messaging, brand equity development,

and customer satisfaction

• Repositioned the Norbest Turkey brand, revitalizing the brand and boosting sales 62% in the first year

• Performed statistical analysis and consumer research for companies such a Cessna, Treetop, Sunkist,

Logitech, and Goldʼs Gym

• Refreshed the entire product line for Range Kleen, facilitating a first-year 41% reduction in product

returns and a #1 ranking in their industry

• Specialized in implementing strategies for increasing market share for companies such as Icon Health

and Fitness, now one of the largest manufacturers and marketers of fitness equipment in the world

• Developed enterprise project management solutions for corporate environments for companies such as

Nu Skin International

LARRY ROSS contʼd

17 Dry Creek Drive, Lehi, UT 84043 • 801-***-**** • *****.****@*****.*** • www.linkedin.com/in/larryrossvp

RECENT AWARDS AND RECOGNITIONS

2006 INTERNATIONAL MARCOM AWARDS

Recognizes outstanding achievement by creative and Marketing Communications professionals

• Platinum Award (best in class) in the category of Manual/Training Materials

• Platinum Award in the category of Marketing/Promotional Materials

• Gold Award (best in category) for implementation of rich media in a web site

• Gold Award in the category of Design/Packaging

2006 GOLDEN SPIKE AWARDS

Excellence and best practices in marketing communications

• Silver – VitalSmarts.com web site

• Silver – The Crucial Skills Newsletter

• Bronze – Certified Trainer Success Stories

CLIENTS

Sunkist Treetop Cessna Salt City Candles

Norbest Nu Skin Morinda Logitech

Goldʼs Gym Central Bank Iomega Princess Cruise Lines

Nordic Track Red Baron Pizza

EDUCATION

Bachelors Degree, Communications/Advertising

Brigham Young University

REFERENCES

Furnished upon request

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