B RADFORD D . W ATSON

** ******* **** • Troy, MI 48098

248-***-**** primary • 248-***-**** alternate • abnoei@r.postjobfree.com

Qualifications for Senior-Level Financial Management

P R O FI L E

Decisive, detail-oriented finance professional highly knowledgeable and experienced in finance, marketing, and

accounting. Exhibits outstanding planning, analysis, forecasting, reporting, and problem solving skills. Adept in

overseeing billion-dollar marketing budgets, training over 300 finance professionals worldwide, providing

accurate monthly forecasts, and identifying and resolving issues. Dynamic, personable team player. Possesses an

extensive track record of executing complex projects to meet and exceed organizational goals. Additional areas

of expertise include:

Business Plan/Budget Development Monthly Forecasting/Variance Reporting Global Consolidation

Financial Database Management Product Development/Cost Control Fixed Marketing Cost Control

Business Valuations Sales Incentives Development/Costing Sales/Market Share Analysis

CAREER TRACK

FORD MOTOR COMPANY 1990 to Present

Highlights:

Significantly improved the forecasting of dollars generated for purchasing regional and local media by initiating

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the development of an “Executive Dashboard” solution and creating a new accounting and distribution process.

Initiated the advertising agency’s fee contract review process for spot media purchase fees, which resulted in

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year-over-year savings of $3 million.

Freed up over $250 million in budgeted incentive dollars by co-authoring a comprehensive “stair-step”

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incentive analysis paper that documented the ineffectiveness of incentive programs on the bottom line.

Developed a lease mix estimator that predicted incremental lease mix changes for a given change in the

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monthly payment gap between APR and lease payments. This tool was used to anticipate lease funding

requirements by Ford Credit.

Created metrics that evaluate dealer inventories, sales patterns, sales objectives, and incentive targets used to

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develop model year transition strategies.

Crafted a regional SUV portfolio strategy that reduced units sold at a contribution loss from 29% to 12% while

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maintaining volume across the entire SUV portfolio.

Developed and launched a patented “Flex Buy Rebate” retail financing product, which reduced the mix of high

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cost lease contracts on selected vehicle lines by 12 percentage points.

Established regional share recovery plans that included the deployment of $10-$15 million in incremental

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incentive support per quarter over a two-year period.

Prepared the financial valuation and internal accounting for selling the Salt Lake City and Tulsa

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“AutoCollection” branded dealership networks and various other dealership assets as well as dissolving the

Ford Investment Enterprise Corporation (FIECo), a wholly owned subsidiary of Ford Motor Company.

Achieved documented savings of over $3 million by developing an early warning system used to detect

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potential part obsolescence before new parts were released.

Progression:

Middle East Revenue Pricer, Export Operations and Global Growth Initiatives 2009 to Present

Develops pricing proposals for unique or mandatory equipment required for North American and foreign sourced

vehicles sold in the Middle East, which accounts for 60% of export operation’s global sales. Develop competitive

price analysis highlighting series price-walks as compared with competitive vehicles. Determines feature-adjusted

competitive price levels from which price target proposals are developed. Provide revenue, contribution margin,

and profit assumptions for the vehicle line profit reporting and five-year business plan.

Continues…

B RADFORD D . W ATSON

Page Two • 248-***-**** primary • 248-***-**** alternate • abnoei@r.postjobfree.com

CAREER TRACK

FORD MOTOR COMPANY 1990 to Present

Progression, continued:

Fixed Marketing Supervisor 2006 to 2008

Led a team of five financial analysts responsible for the $1 billion+ fixed marketing budgets for Ford and Lincoln

Mercury brands within the US market. Collaborated with the marketing brand and communications teams to

establish and deliver cost commitments, resolve funding issues, and comply with GAAP and SOX requirements

regarding expense and capital project reporting. Prepared business plan, annual budgets, and monthly forecasts for

various fixed marketing items along with the financial consolidation of the Lincoln Mercury division.

Revenue Analytics Manager 2004 to 2006

Evaluated the effectiveness of numerous incentive programs on improving market share through the use of

incremental sales analysis, cost per incremental sale, and enterprise profit metrics; presented findings to the senior

management team. Co-wrote a comprehensive stair-step incentive analysis paper that documented the

ineffectiveness of the incentive programs on improving sales and share growth. Discontinued use of these

programs led to redeployment of over $250 million of incentive budget annually. Served as a key member of

the way forward revenue team charged with developing the US revenue strategy for the initial “Way Forward”

restructuring plan. Trained 15 regional controllers on post program methodologies and calculation mechanics.

Regional Finance Manager 2002 to 2004

Created retail incentive programs for three sales regions attributed with producing over 16% of the national sales

volume for the Ford and Lincoln Mercury brands. Prepared a comprehensive, regional market share and profit

analysis study that was presented to the chief operating officer requesting additional incentive support.

US and International Finance Analyst 2000 to 2002

Developed annual business plans, budgets, and monthly forecasts for US and international operations of FIECo.

Managed the transfer of US FIECo operations to global marketing and the subsequent transfer of FIECo

International to their respective regions.

Acquisitions Finance Planner 1999

Provided business valuations used for the purchase negotiations of 10 privately held dealerships as part of a three-

person negotiating team in order to consolidate the franchises into an “AutoCollection” branded, corporate owned

network.

Project Leader, Accounting and Analysis Consistency Initiative 1997 to 1999

Led a finance and accounting team that eliminated over 80 reporting inconsistencies between the external financial

statements, the corporate accounting system, and the financial forecasting system, which were approved by the CFO

and implemented across all three systems. Worked with product development, marketing and sales, powertrain, and

purchasing finance teams along with corporate accounting to execute approved changes.

Corporate Profit Consolidator 1995 to 1997

Managed the launch of Hyperion’s Essbase database used to consolidate the financial forecasting results for global

automotive operations of the Ford Motor Company. Trained over 300 finance professionals in the US, Canada,

Mexico, England, Australia, and Brazil.

Earlier experience includes serving as a Product Line Profit Analyst, Product Cost Analyst-Contour/Mystique

Program, and Obsolescence Cost Analyst.

COMPUTER STILL SET

Proficient in Microsoft Excel, Word, PowerPoint, Hyperion Essbase, and PeopleSoft.

Exposure to Microsoft Access, Business Objects, and DataEase.

EDUCATION

Master of Science in Accountancy, Accounting, Walsh College

Master of Business Administration, Finance, Michigan State University

Bachelor of Science, Finance & Marketing, University of Utah

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