Sales Manager

**** **** ***** ******

Prospect, KY *****

Home: 502-***-****

John B. Overfield Mobile: 502-***-****

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

MARKETING, STRATEGIC PLANNING & SALES EXECUTIVE

Experienced at rapidly growing profit for global & start-up brands, leading strategic alliances and developing

relationships within Club, Convenience Store, Drug, Grocery, Hotel, Mass, & Restaurant classes of trade with both

CPG & Agency corporations. Presently consulting & planning on returning back to corporate America.

OVERFIELD CONSULTING 2006 - PRESENT

DOE ANDERSON 2004 - 2006

Senior Vice President Director of Brand Development & Marketing

Reported to the CEO of the Advertising Agency. Responsible for spearheading efforts to create value by

strategically building Doe Anderson and the client’s business.

Developed key client presentations and brand building model to elevate the quality of strategic thinking on

existing accounts. Model output examples include: new positioning and advertising campaign for US Tobacco

brands and business to business direct marketing for Fifth Third Bank.

BROWN-FORMAN CORPORATION

Vice President Marketing Director, Developing Brands 2001 - 2003

Selected to lead a department responsible for developing Brown-Forman’s future brands.

Achieved depletion volume growth of 46%, generating $57.6 million in sales and $29.7 million in gross profit

• Woodford Reserve: premium positioning, packaging, integrated public relations driving +42% CAGR,

“Official Bourbon” of Kentucky Derby & Breeders Cup. Gold Medal Winner World Spirits Competition.

• Tuaca liqueur: Targeted programming with integrated radio advertising driving +37% CAGR.

• Don Eduardo: Award winning package design, focused restaurant programming/PR driving +33% CAGR.

Vice President Channel Marketing Director 1997 - 2001

Led a newly created department addressing the need for marketing excellence to customers and consumers.

Established an alliance with The Coca-Cola Company generating measurable increases in Jack Daniel’s and

Coke consumption, resulting in 500 million yearly servings.

• Secured approval for the first integrated logo, “Jack & Coke” & trademarked “America’s Cocktail” tagline.

• Directed development of 30 national account on-premise programs.

• Initiated worldwide military program increasing sales of Jack Daniel’s by 30%.

Developed Southern Comfort / Island Oasis alliance & created proprietary products – Southern Comfort

Hurricane and Jack Daniel’s Lynchburg Lemonade. Result: Southern Comfort sales +60% in accounts that

purchased Hurricane mix.

Vice President Brand Director Jack Daniel’s 1995 - 1997

Directed the marketing and financial planning of the Jack Daniel’s brand with $320 million in sales, annual

marketing budget of $35 million and brand profit of $158 million.

Led Jack Daniel’s 2000 strategic growth initiative that recommended a new three-year plan to revitalize and

grow the Jack Daniel’s franchise.

• Reversed depletion decline and grew volume +2% and brand profit +$10 million; +7% in first year.

Directed T.G.I. Friday’s Jack Daniel’s Grill, which T.G.I. Friday’s supported, with $18 million in network TV.

$100 million in Jack Daniel’s entrees sold, same store sales + 6%, and Jack Daniel’s bar sales increased 50%.

OTHER EXPERIENCES

Brown-Forman (Senior Brand Manager, Brand Manager & State Sales Manager)

EDUCATION

THE UNIVERSITY OF DAYTON

Master of Business Administration (MBA)

THE OHIO STATE UNIVERSITY

Bachelor of Science, Business Administration

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