BEN HALLIWELL

**** ******* ***** **. • Midlothian, VA 23112

H: 804-***-**** • M: 804-***-**** • abnsvz@r.postjobfree.com

Passionate marketing leader with over a decade of experience in developing and measuring multi-channel marketing and brand

strategies for products and services within a variety of industries. Tested manager who is adept in budgeting, forecasting, system

integrations and P&L with successes at every level. Skilled in developing staff, LOB, and thriving in fast-paced, matrixed

organizations by building strategic relationships with a track record of exceeding corporate goals by “doing more with less”.

Strategic Marketing • Lifecycle Product Management and Marketing • Marketing ROI • Consumer/Competitor Research • CRM and

Retention • Multi-Channel Campaigns & Branding • Channel Development • LOB Development/Management • Resource Development •

Strategic Partnerships • Process Efficiency Improvements • Database and Segment Target Marketing • Buyer/Merchandiser • Negotiation

PROFESSIONAL EXPERIENCE

CAVALIER: Richmond, VA • 2007-Present

Privately held, regional facilities-based telecommunications provider with $550M in annual revenue

Director of Strategic Marketing

Reporting to the Executive VP of Marketing, the residential and sales team makes up 6% of the company overhead and delivers 40% of the

company’s revenue. Responsible for overall marketing strategy and product positioning to meet annual sales and profit objectives through

direct response, mass-media, PR, guerilla/viral, mobile, social, and online tactics with heavy focus on marketing analytics, consumer research

& segmentation, and product development.

Key Accomplishments:

• Oversaw the creation of new corporate brand and two supporting strategic business-unit brands as result of brand studies

• Secured strategic partnerships with three Agent vendors, U-Promise, Google, DirecTV, Detroit Pistons, Detroit Shock, eMusic,

Pittsburgh Penguins, Washington Capitals, Ohio State University, Rent to Own, BuzzHub, and 22 outside agents

• Directed build-out of Referral and Retention programs which acquires 20% of new subscribers and retains 18% of churning customers.

• Actively participated in the creation of internally shot or recorded media spots for TV, radio, print, and online including developing

message & visual strategy and by providing modeling, voice-over, and acting talent.

• Developed standardized company-wide sales reporting metrics and reporting schemas for forecasting and budgeting. Built and

maintained DM, email, and media targeting strategies and reporting including the initial development of a life-cycle sales funnel to track

overall effectiveness and ROI of segmented campaigns and constructing a marketing leads management system.

Product and Marketing Manager – IPTV

Directed the product build-out through multi-departmental teams for new IPTV product to include sourcing content, pricing & promotional

strategies, and management of network vendors in order to meet forecasted thresholds for subscribers and profitability.

• Identified market selection, new channel development opportunities, and managed tactical roll-out for expansion including securing

necessary government regulatory approval, in addition to securing over 250 linear channels, video-on-demand, and pay-per-view

agreements with content providers.

• Led the municipal communications strategy for FCC regulated Digital Transition.

• Ownership of life-cycle management of phone, internet, and ancillary features from concept, launch, and sunset.

CIRCUIT CITY: Richmond, VA • 2005-2007

2nd largest retailer of consumer electronics in the nation with over $25B in annual revenue until filing for Chapter 7

CRM Marketing Manager

Promoted by the CMO during the rebranding initiative to develop and launch a Loyalty and Reward program with the objective of attracting

and retaining highest life-time-value customers by leveraging $2.5B credit card program (10% of annual revenue) to mitigate largest

competitor’s competitive advantage. Circuit City Rewards was conceptualized, tested, and launched in four months and returned annual ROI

of over 35% within first fiscal year. Responsible for developing and implementing twelve-month marketing plan for key promotional periods

by analyzing consumer insights, industry trends, merchant portfolio, and relevant competitive factors and securing necessary vendor funding.

Key Accomplishments:

• Designed brand and message testing through weekly versioning of TAB and online messaging to develop the launch strategy within all

media channel assets and customer touch-points including development of Rewards site, recurring TAB allocation, build-out of DM

triggers, DB development, in-store collateral & signage, field training, closed-circuit & media commercial spots, inventory sourcing,

application process, segmentation, and data integration

• Partnered with merchants, category marketing, and advertising in addition to store-environments, finance, and training, to create

supporting multi-channel programs in key drive periods utilizing all available assets.

• Planned, negotiated, and secured agreements from external vendors for assets and funding in order to develop integrated product

promotions that enhanced program proposition, including specific campaigns with MLB, Bose, Sharp, Lexmark, Onkyo, and general

campaigns focusing on increasing cross-category penetration

• Managed relationships with strategic program vendors; JP Morgan Chase and Maritz to meet both internal and external P&L objectives

for all parties

BEN HALLIWELL • Page 2

M: 804-***-**** • abnsvz@r.postjobfree.com

Senior Pricing Analyst

Responsible for management of pricing strategy, competitive intelligence, and company-wide GMROI for over 350M+ SKUs across all

merchant categories within online and in-store channels.

Key Accomplishments:

• Responsible for determining solutions to $350M POS discounting activities, and meeting objective of 20% reduction within first six

months which reclaimed over $8M in POS margin.

• Selected into cross-functional management roles with inter-departmental strategy teams organized to develop, integrate, and implement

infrastructure projects which streamlined POS systems and decentralized the process for allowing merchant-owners the ability to run

complex pricing strategies for end-of life, geographic, competitive, loss-leader, long-inventory, and upsell/cross-sell tactics.

SUNCOM WIRELESS: Richmond, VA • 2003-2005

Publicly-traded, regional GSM-based wireless telecommunications provider with $900M in annual revenue until acquired by T-Mobile

Manager of Marketing Operations

Oversaw merchandise mix, promotion, and pricing for all handset and accessory inventory for 78 Retail Stores, 158 Indirect Retailers,

Telesales, and Online channels in the role of a buyer and prepared all associate training on new products and created online product

presentations. Negotiated agreements with OEMs to secure handset and accessory inventory, co-op advertising and funding for integrated

promotional campaigns and was the SME for working with our outside Ad Agency.

Key Accomplishments

• Spear-headed rebranding initiative for “simply wireless” by creating services with taxes and fees included which included substantial

alteration of messaging copy, design, signage, retail-floor, and associate image

• Negotiated and secured partnerships within PGA, NFL, CHL, NCAA, and NASCAR for multi-channel promotions supporting key

seasonal and holiday periods and worked as lead contact for partner marketing

• Directed the exit strategy for alleviating long-inventory utilizing liquidation channels – saving more than $1.3M annually

• Monitored web traffic purchase paths and redeveloped banner advertising strategy leading to 400% increase in conversion through

vendor-funded and co-op partnerships

• Built the market entrance strategy as the company launched service into NC markets and relocated corporate offices

• Redesigned Mail in Rebate Program and implemented improvements which simplified internal associate and external agent processes,

improved the customer experience, and saved more than $2.2M annually

• Built and managed CRM based Customer Referral Program that was responsible for over 7% of annual acquisitions with lowest COA of

all channels by over 80%

CAREER NOTE: Additional experience as Marketing Analyst of Prototype Garments for VF Corporation in Martinsville, VA (1998),

Market Analyst of New Business Development for Norfolk Southern in Roanoke, VA (1999-2001), Consultant with the Virginia Tech

Business Technology Center in Blacksburg, VA (2001-2003), and current Partner of Halliwellc in Richmond, VA (2005 to Present).

OTHER PROFESSIONAL ACTIVITY

RVA MAGAZINE, LLC: Richmond, VA • 2005-Present

Privately owned, venture-capital based company focused in publishing local magazine and offering design & event management services

Board of Directors

Original investor and equity shareholder in forming the company through my own LLC; Halliwellc and actively lead the strategic direction of

the firm through monthly board meetings. Developed the publishing process, advertising sales & merchandising strategy, and the build-out

of RVA TV, and RVA Online. Ad sales and readership increases have allowed the firm to produce positive cash-flow within the first six

quarters of operation and fund the extension into design and event management services including logo design for 125 local business, and

multi-year contracts for the Strawberry Festival, New Years Eve, and First Fridays.

MAIN STREET 1971, LLC: Richmond, VA • 2006-Present

Privately owned, asset-management company designed to preserve and grow a series of endowments and funds for improving the housing

conditions of specific students enrolled at Virginia Tech

Board of Directors – VP of Undergraduate Relations

One of six board members who set the strategy for managing the financial investment portfolio and act as the liaison to the undergraduate

committees for relaying projected support within each academic year.

EDUCATION

Candidate for Master of Science, Business Administration

University of Maryland • Adelphi, MD • 2008 - 2010

Bachelor of Science, Marketing Management

Virginia Tech • Pamplin College of Business • Blacksburg, VA • 1997 - 2003

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