Project Marketing

CHRISTOPHER R. DETORO

**** ******** ******; Dayton, OH 45458

574-***-**** *****.******@*****.***

EDUCATION

Kelley School of Business, Indiana University, Bloomington, IN May 2008

Master of Business Administration, Marketing major, Finance minor: 3.7 GPA

Faculty-selected member: Consumer Marketing Academy

Second Place: Sony/TCU Sales & Marketing Case Competition 2008

Co-chair: MBAA Athletics Committee

The College of William & Mary, Williamsburg, VA May 2005

Bachelor of Business Administration, Marketing with an international emphasis concentration

Studied abroad at the University of St. Andrews, Scotland

Faculty selected recipient of a three-and-a-half year Army ROTC scholarship

EXPERIENCE

Interbrand, Dayton, OH May 2007-August 2007 (internship); July 2008-Present

Consultant

Project lead for the development of a brand strength tracking scorecard for one of the world’s largest retailer.

Conducted and led brainstorming sessions to determine the key brand strength metrics that the retailer

should track.

Project lead and key client contact for international tourism bureau brand valuation and marketing Return on

Investment (ROI) project. Conducted and led financial review and development of ROI calculation model to

guide future marketing investment for 2010 Olympic host country tourism promotions.

Led a cross-functional team composed of designers and strategists for a retail experience refresh for a regional

wireless service provider. Conducted and led research and analysis to create a new wireless store experience.

Conducted financial and qualitative analysis to compile and rank the annual Top Global Brands list published

in Business Week magazine and new Top Retail Brands list published for the first time in 2009.

Created share of choice calculators to estimate impact of new branding for international consumer dairy

products manufacturer and developed brand licensing and pricing strategy to optimize market share.

Quantified impact and cost of corporate brand strategy and branding changes to guide multinational client

strategies through development of a Business Case for Change.

Developed a financial model to value non-profit brands based on “social profit.”

Created a financial model to determine the impact of a brand name change for a large logistics company in the

wake of a large acquisition.

Conducted ethnography studies, in-store experience consumer surveys, shop-alongs and focus groups for

national retail clients.

Responsible for project profit and loss statement in project lead roles.

Corporation for National and Community Service, South Bend, IN August 2005-August 2006

AmeriCorps Volunteer In Service To America

Developed and implemented fundraising and marketing strategies for the Retired Senior Volunteer Program of

St. Joseph County (RSVP); program serves 450 senior volunteers.

Awarded more than $19,000 from the United Way and the Junior League of South Bend through successful

grant proposals, despite no precedent of such funding for RSVP.

Developed and executed an Arts & Crafts show to raise funds for RSVP. Sourced vendors, managed show set-

up and operations, developed pricing strategies and managed event budget and promotions. Craft show helped

to raise more than $15,000.

United States Army Reserve Officer Training Corps, Williamsburg, VA August 2001-August 2004

Cadet

Managed record keeping of cadet participation, attendance, and completion of events; submitted weekly

reports to senior cadet officers.

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