Sales Marketing
Resume:
ROBERT J. BASSO
Denville, NJ 07834 ************@*****.***
VP, MARKETING
CONSUMER ELECTRONICS, AUTOMOTIVE, FINANCIAL SERVICES
Fortune 50 executive with extensive experience in business development, strategic p lanning, corporate
communications, and integrated marketing. Particular strengths in brand development, product planning,
and sales force integration.
CAREER ACCOMPLISHMENTS
Supported the sales growth of Sony’s recording media product from 3rd-tier brand with limited
retail shelf space to $1 billion in 3 years:
Developed strategy to strengthen dealer relationships via in-store events, dealer-specific
promotions, pre-packs and regional training/sales meetings.
Used advertising merchandising credits and leveraged Sony partnerships to structure
incentive programs for dealers: NFL games, Super Bowl, Pro Bowl, Goodwill Games.
Worked closely with dealers to establish Sony-Only events and bundled recording media
product with other Sony Electronics products for value-added promotions.
As content became more important than hardware, grew Sony’s business from $6 billion to $26
billion and helped Sony re-position brand as both hardware and content developer:
o When Sony purchased CBS Records and Columbia Tri-Star pictures, worked with all 3
groups to develop synergies for promotions and expanded distribution via movie theaters and
music stores.
o Headed strategic team to identify 5 and 10-year growth plan for the corporation.
o Identified threats to come from companies outside the traditional competitors, such as
Microsoft, Apple and IBM.
o Developed corporate marketing program to plan for new business opportunities, advertising
and sales.
Responded to the shift from electronic specialty stores with male consumers to big box retailers
and female consumer increasing sales 45%:
o Positioned recording media product as first electronic product marketed to women. Hired
Ivana Trump as company spokesperson.
o Redesigned and repackaged product, hired food broker reps and expanded distribution into
supermarkets and convenience stores.
o Created new marketing program directed toward woman and new channels of distribution.
This included TV and radio advertising, in-store displays and sales incentive contests.
ROBERT J. BASSO PAGE TWO
CAREER ACCOMPLISHMENTS (continued)
Helped launch new businesses for Sony in Medical, Security Systems and Sports training
products. Put Jumbotron in Times Square and launched new business for large screen TV displays
in sports stadiums and outdoor facilities which also developed a new advertising revenue stream.
Grew Sony’s Children’s business to $25 million in 2 years: Created a new category “My First
Sony” and did not compete against leader Fisher Price. Gained new distribution, expanded product
line to include video and paved the way for PlayStation.
Reached #1 position in portable audio for Sony and helped expand distribution for cameras and
computer equipment:
o Strengthened dealer loyalty and initiated local events to introduce new crossover products
including digital audio and photography.
o Developed simulcast broadcast from Hard Rock cafes nationwide and invited dealers to
participate in event.
o Hired Dick Clark to host event with Paul Shaffer band in NY. Invited celebrities and artists
to participate at all locations.
o Invited Akio Morita, founder of Sony and developer of Walkman, to present special
“Anniversary Product.”
Improved Sony’s corporate reputation and expanded reach in minority communities: Used
strength as leader and innovator to create “Sony Innovators,” a program to recognize rising, new
talent in the music and video industries. Worked with such artists as Quincy Jones, Herbie Hancock
and Ozzie Davis to judge and highlight new talent. Created national advertising program and
recording studio promotions to gain exposure.
Increased market share for BMW by 12% in the sport bike and touring categories:
Repositioned the motorcycles upscale in keeping with the BMW brand. Created a lifestyle
capitalizing on the loyalty of its current owners. Defined the core audience as executives who needed
an “executive escape from the rigors of corporate life”. Partnered with Forbes Magazine, offering
events to reach C-level executives. The first to advertise in business and lifestyle publications.
Re-branded Lincoln Life Insurance as Lincoln Financial Group: Modernized their corporate
identity to reach a younger, broader audience expanding their reach. Created guidelines for all 12,000
independent agents for local marketing and financial accountability. With a consistent corporate
identity, they become a top 3 competitor in the Financial Services Industry.
Developed Mercedes Smart Car Launch Strategy in the US: Developed key market “launch”
strategy as a “style” not a car. Key initiatives were to gain visibility through car rental agencies,
celebrity ownership and lease-to-own. Created “instant” on-street rental use via credit card swipe and
dedicated parking within city limits.
ROBERT J. BASSO PAGE THREE
CAREER ACCOMPLISHMENTS (continued)
Repositioned Rolodex as a sales and marketing company in addition to manufacturing to
enhance the sale of the company. As a result the company sold for a premium of $24 million
over the expected sale price: Re-designed the product line which was expanded to include new
packaging; created content cards which stored additional information such as recipes, key
events/dates, as well as pre-printed cards for hotels, airlines and car rental services. Cards were
included in every new product purchased.
Grew TOTALogistix’s new business 45% re-signed 80% of clients for long-term contracts:
Created new business presentations, literature and website to appeal to “C-level” executives,
emphasizing cost savings, profitability and efficiency from improving logistics performance.
PROFESSIONAL EXPERIENCE
2003 – Present
TOTALogistix, Sparta, NJ
Director of Business Development
A non-asset based Third Party Logistics (3PL) provider that manages logistics for national and
international manufacturers, retailers and distributors. Supply chain solutions are strategic, tactical and
operational, from network design to transportation management.
1995 – 2003
KICKSTART MARKETING, INC., Denville, NJ
President
Founded marketing communications company with emphasis on strategic planning and integrated
marketing communications including public relations, national and local advertising, event management,
and new product development. Partial client list: BMW Motorcycles - Burkhardt & Christy Advertising,
Lincoln Life Insurance - Lowe & Partners/SMS, Smith Corona Corporation, Rolodex Corporation.
1982 – 1995
SONY CORPORATION OF AMERICA, Park Ridge, NJ
Vice President of Advertising/Corporate Marketing
Managed $42 million advertising budget and department of 55 including advertising managers, collateral
support teams, trade show managers and in-house video production studio. Reported to the Executive
Committee and developed employee programs/events, minority communication initiatives and charitable
programs such as the United Way and NFL charities.
EDUCATION
BS, Public Relations
WEST VIRGINIA UNIVERSITY, Morgantown, WV
AWARDS/SPECIAL RECOGNITION
Clio – Walkman TV Commercial, New York Advertising Festival – Gold Award – International
Competition, Numerous Art Directors and Andy Awards for Radio and Print Advertising
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