Marketing Sales

Joni Merkel, MBA 859-***-****

Lexington, KY – Have Readiness to Travel Globally abnl9m@r.postjobfree.com

MARKETING COMMUNICATIONS EXECUTIVE – GLOBAL MARKETING OPERATIONS – EMORY MBA

Defines and drives business, marketing and customer strategy

while bringing strong leadership to challenging situations.

Decisive leader able to use sound judgment to overcome complex business challenges within international and

domestic environments. Key contributor to business and marketing strategy planning with ability to rapidly move companies

and organizations forward.

Creates top-line revenue growth and bottom-line profitability through shrewd strategic thinking and practical business

operations management. Equally skilled at establishing strategic industy partnerships while creating a productive work

environment that supports rapid international expansion.

Solutions- and results-oriented executive with proven ability to lead and motivate globally dispersed teams for

maximum operational effectiveness to get the job done. Builds internal/external client and corporate partner relationships

through mutual respect, trust and influence, to get results.

Expertly engages and manages multiple interactive, design, advertising, and PR agencies worldwide based on eight

years of agency management experience.

Highly creative marketer with an entrepreneurial mindset who moves easily from vision and strategy to implementation.

Played lead role in overhauling and managing the marketing operations, dramatically changing organization culture and

processes, resulting in 212% growth of international customer base, 237% increase in ad sales, and more. The

organization posted its first profit in four years – all within 9 months of having assumed the role – CNG.

Saved company 32% of total expense category for marketing and agency services by leveraging efficiencies across

programs. Entered into an out-of-control spending situation and quickly implemented improved processes that had it

cleaned up in less than a year – CNG.

Managed internal startup and initial operation of a corporate marketing communications department for a very successful

$13B global company. W ithin 6 months generated $4M+ in sales over target of a major new product launch by

developing the company’s first U.S. consumer marketing campaign and rollout through DIY retailers Lowes and Home

Depot – SQD.

Created a new brand strategy resulting in a cohesive brand that consistently communicated the org anization’s brand to

all customer segments and geographies – CNG.

Expanded program portfolio to include additional Masters courses offered in more major cities throughout the world, a

new Forum program offered in New Zealand and Bangalore, and a brand new major online learning initiative – CNG.

Championed geographic needs resulting in a 212% increase in international membership, and increased awareness

with a 290% increase in major media placements – CNG.

Created strategic alignment of the organization’s overall business strategy to the newly created customer

strategy – CNG.

Senior brand, communications and content advisor to $13B global company throughout an enterprise-wide e-

business transformation initiative replacing the company’s 60+ disparate websites with a single global customer retail portal –

SQD.

EXECUTIVE SKILLS

Startup, Turnaround, Change P&L Management

Business/Corporate Strategies Purchasing & Contract Negotiations

Cross-Functional/International Team Leadership Strategic Alliances/Corporate Partnership Development

Cost Analysis, Reduction & Control Growth Management & Business Development

AREAS OF EXPERTISE

Brand Development Communications, PR, Media Relations Product Launches

Redesigning Marketing Processes Direct, Online & Email Marketing Art Direction & Creative Services

Positioning Companies & Products Social Marketing Strategic Partnerships

Strategic Planning Advertising Sales & Business Development

Customer Experience Management Presence/Tradeshow Marketing Key Account Management

JONI MERKEL 859-***-**** PAGE 2 OF 4

PROFESSIONAL BACKGROUND

MARKETING REVOLUTION PARTNERS – Lexington, KY 2008 – Present

Business, Marketing and Communications Consulting

PRESIDENT

Launched startup of an independent consulting firm specializing in the delivery of full-range consulting services – strategic

business planning; corporate strategy; brand, marketing and communications strategy; operational turnaround, and research –

with emphasis on helping companies achieve profitable revenue growth and competitive differentiation.

Identifies and acquirs new business, and manages all aspects of the project lifecycle – from scope of work through

provision of deliverables, followoup, and relationship management.

Engaged by corporate and non-profit clients representing a broad range of industry sectors.

CORENET GLOBAL – Atlanta, GA 2006 – 2007

Global Association Operating Seven Offices in North America, EMEA, and Asia Pacific

DIRECTOR, GLOBAL M ARKETING

Recruited to lead transformation of marketing operations for this professional corporate real estate association operating

seven offices in North America, EMEA, and Asia Pacific, with end-to-end global marketing operations responsibility.

Spearheaded new marketing, brand and customer strategy, marketing plan development, technology/online strategy, vendor

selection, contract negotiations, and organization building. Expertly managed all interactive, design, advertising and PR

agencies based in New York, Atlanta, Washington D.C., Baltimore, Shanghai, London and Germany.

Results: Within 9 months, the organization posted its first profit in four years.

STRATEGY DEVELOPMENT

Led the development and implementation of CNG’s off - and online marketing strategy, planning, programs and results

assurance efforts for all CNG services and products. Authored the organization’s first strategic, comprehensive global

marketing plan that served as the basis for accelerating the organization’s penetration throughout worldwide markets.

Conceived an entirely new e-marketing strategy, hired a leading e-marketing firm utilizing the latest technology to

execute on the organization’s new customer-focused e-marketing strategy and consistently deliver customer value and a

branded online experience.

Worked closely with CNG leadership on the development of CNG enterprise base protection and growth strategy based

on a rigorous and recurring review of customer segmentation and offer/approach development tuned to each program.

Expanded and promoted the organization’s portfolio to include additional Masters courses offered in more major cities

throughout the world, a new Forum offered in New Zealand and Bangalore, and a major online learning initiative.

ACHIEVE REVENUE & EXPENSE TARGETS

Restructured company’s pricing to improve profitability and increase membership acquisition and retention rates.

Facilitated cost reductions of 32% in category spend by effectively managing and engaging the lead agency and

leveraging efficiencies across global programs.

Authored a plan to revitalize ad sales by responding to the changing needs of exhibitors, advertisers and the industry

which resulted in a 237% increase in ad sales the first 6 months of 2007.

DRIVE SALES PROCESS

Developed the organization’s first go-to-market strategy.

Established a new customer relationship sales model to better serve valued customer partnerships.

Served as marketing lead on four-person cross-functional team in developing IT solutions for sales and marketing to

bolster customer data for use in new customer segmentati on and targeting efforts/database marketing.

BRAND MARKETING DEVELOPMENT

Led the development, communication and stewardship of new global brand positioning, architectures and

policies/guidelines. Result: A cohesive brand that consistently communicated the organization’s brand to all customer

segments and geographies.

Rebranded the North American Global Summits to align and maintain brand consistency across all five (5) Global

Summits. Result: NA Spring07 Global Summit exceeded corporate sales goals 153% ov er previous year.

Rebranded the globally-recognized Awards to create a cohesive, recognizable identity that is unique to the industry.

MARKETING INNOVATION

Initiated and led cross-functional teams (editorial, a third-party sales/client relationship partner, new printer, etc.) in the

extreme makeover of the print version of the organization’s bi-monthly magazine from stodgy, heavy-industrial design to

entirely fresh, new format with poignant, user-friendly content. Result: The magazine won the coveted and prestigious

2008 American Graphic Design Award for magazine redesign.

Developed and launched an online edition of the newly designed bi -monthly magazine. Result: 2008 ad revenues

forecasted to exceed previous year over 300%.

JONI MERKEL 859-***-**** PAGE 3 OF 4

Designed and developed a Customer Experience Management Roadmap as a part of the new customer strategy. Result:

Realigned the whole extended enterprise around the customer vs. around individual business functions and programs.

Implemented and delivered key strategic initiatives to impr ove the customer experience. Result: Increased customer

loyalty and 41% increase in member retention over FY06.

CHAMPION GEO NEEDS

Proactively engaged the international team to define international market and customer requirements.

Restructured and streamlined international pricing, and championed two new programs in Asia -Pac region to promote

membership and program revenues. Results: Within 9 months, international membership posted a 212% increase over FY06.

Advanced organization’s market awareness through the development of a highly aggressive and cohesive global PR

strategy, including hiring additional PR agencies in Germany and Asia -Pac markets. Personally developed global

communications/PR plan and coordinated all PR agencies and efforts worldwide. Results: Successfully increased

company’s quantity of major media placements in FY07 nearly 290% over previous year.

IMPLEMENTATION OF BUSINESS PROCESSES

Initiated and developed web marketing strategy and metrics for tracking acquisition, conversion and re tention efforts.

Initiated and developed the organization’s first statistical models as a dashboard for tracking acquisition and retention.

[Resigned due to parent illness. Asked to remain through transition. Left on very good terms.]

2005 – 2006

ACADEMIC SABBATICAL

EMORY UNIVERSITY, GOIZUETA BUSINESS SCHOOL (Atlanta, Georgia) – Master of Business Administration

THE EXPERIENCE FACTOR, CUSTOMER EXPERIENCE MANAGEMENT CONSULTING – Lexington, KY 2002 – 2005

PRESIDENT

Launched a management consulting firm specialized in helping companies achieve profitable revenue growth and competitive

differentiation by advancing their customer commitment and drive action through optimizing the customer experience.

SQUARE D/SCHNEIDER ELECTRIC – Lexington, KY / W altham, MA 1/2001-11/2001

MANAGER, INTEGRATED MARKETING COMMUNICATIONS

Recruited by client to define and establish functions of internal startup of corporate marketing communications department for

the $1.3B NA residential business segment of this global manufacturer of high -tech electrical components with $13B in

revenues operating in 93 countries. Managed all aspects of new department, with emphasis on branding strategy, technology

and communications strategy, and the strategic development and creative execution of all integrated marketing, promotion,

and event marketing. Served cross-functionally as marketing communications and brand strategy advisor to senior

management. Created the company’s first comprehensive marketing communications plan for the division’s core Square D

brands. Established agency strategies and procedures, and managed seven geographically dispersed marketing, design and

PR agencies.

Elite assignment as Senior Brand, Communications and Content advisor to global company’s eB@SE division, an

enterprise-wide e-business transformation initiative replacing corporation’s 60+ disparate websites with a single global

customer retail portal.

Generated $4M+ in sales over target in first six months of a major new in-home networking product launch by developing

the company’s first U.S. consumer marketing campaign and rollout through retailers Lowes and Home Depot.

Led company’s first interactive, virtual trade show and sales lead generation program for major segment product launch.

Established and managed strategic partnerships with premier on- and off-line properties including Bob Vila, BobVila.com,

This Old House, Southern Living, Sunset Homes, and State Farm Insurance.

[One of over 2,200 U.S. positions eliminated due to major layoffs and corporate restructuring following 9/11].

J. MERKEL COMMUNICATIONS – Lexington, KY 1998 - 2000

PRINCIPAL

Launched a full-service B2B marketing agency that created for our clients brand experiences in digit al and direct channels that

engaged their customers. Managed all aspects of company and P&L. Generated business and managed client service

offerings from initial strategy through the completion of deliverables. Served as senior agency contact to accounts, analyzing

the strategic and tactical needs of clients and developed and managed deliverable solutions. Responsible for staff utilizatio n

and development, revenue generation, expense control, and operational functions.

Developed and managed a broad portfolio of clients with more than $2MM in annual billings.

Engaged by five internet company start ups. Engagements included brand development, implementing and managing

marketing initiatives, paid internet marketing campaigns, email marketing, and rendering th e clients’ web sites to

maximize customer engagement.

[Recruited by Square D/Schneider Electric to establish internal startup of marketing communications department for its $1.3BB

NA residential division].

JONI MERKEL 859-***-**** PAGE 4 OF 4

– Lexington, KY

ANN+CAROL ASSOCIATES INTEGRATED MARKETING & COMMUNICATIONS 1987 - 1998

VICE PRESIDENT (1995-1998)

VICE PRESIDENT, CLIENT SERVICES (1992-1995)

ACCOUNT SUPERVISOR (1987-1992)

EDUCATION

EMORY UNIVERSITY, GOIZUETA BUSINESS SCHOOL

Master of Business Administration (MBA), Executive MBA Program, 2006

Won PharmaSim Marketing Management Competition

Recognized as Receiving Highest Score in History of Competition Since 1990

UNIVERSITY OF TULSA

B.S., Political Science

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