Manager Marketing

ROGER B. TASHJIAN

*** ******** ****** *******, ** 07649 201-***-**** ********@***.***

STRATEGIC, SENIOR MARKETING EXECUTIVE

Innovation, Integrated Marketing, Team Leadership

Dynamic, results oriented professional with over 20 years of business development and brand building in

media, high-tech and service industries. Proven experience in large, small and start-up environment. Expertise in:

New Product Development and Launch P&L and Brand Management

Marketing Strategy and Activation Advertising and Creative Management

Media Positioning and Placement Sponsorship and Event Development

HIGHLIGHT OF ACCOMPLISHMENTS

Innovation: Directed the launch of more than 15 new products and extensions resulting in over $100MM

incremental revenue. Responsibility included consumer insights, product design and positioning.

Leadership: Conceived and developed new revenue opportunities for entire sales force to merchandise

delivering incremental revenue in excess of $700K. (WCBS-FM)

Advertising: Rare experience on all points of contact – client, agency and content provider. Heavy

experience in media negotiating and contract development.

Integrated Marketing: Directed marketing message against a younger target via new advertising campaign,

grass roots promotion, online, partnerships and local events building new revenue streams. (WCBS-FM)

Partnerships: Directed beta trials and led presentations with high profile clients to solidify product offerings

for broadscale roll-out of new technology solutions. (AT&T Wireless and GoAmerica)

Brand Development: Led aggressive grass-roots marketing campaign to build listenership of PM Drive radio

show using non-traditional marketing programs resulting in 22 spot ratings jump to #1. (WNEW-FM)

PROFESSIONAL EXPERIENCE

AUDIO COMPANY OF NEW JERSEY, LLC, Oradell, NJ 2003 to Present

President

Marketing consultant providing a range of services, including marketing strategy, multi-corporation sponsorship

execution, activation, branded merchandise, and media planning and placement. Clients include (partial):

Disney Home Video – Responsible for media placement and promotion development for NY radio market.

BearingPoint Management Consultants – Serve as consultant to develop PGA TOUR strategy and

placement of media to support integrated marketing programs including: television, print, radio, outdoor

and online within the Government and Life Sciences Divisions.

Trump University –All radio placement to support Donald Trump’s real estate lecture series.

Gold Movement – Develop comprehensive media plans to support nationwide gold buying effort.

Vitamin Water – Serve as negotiator for a three party sponsorship agreement in major destination venue.

CBS Radio – Interface to local government organizations to develop joint revenue opportunities.

Bergen County Democratic Organization – Point of contact for placement of all radio media.

Water Works – Develop annual marketing and media plan recognizing a 35% savings in expenses while

delivering a 65% increase in reach.

Book and Clothing Depot – Negotiate supply agreements for Ebay seller to become 3rd largest vendor of

audiobooks on Ebay.

ROGER B. TASHJIAN PAGE 2

RAZOR & TIE MEDIA, New York, NY 2005 to 2006

Vice President – Business Development

Responsibility for building new business channel to bring non-entertainment clients to agency for Direct Response

Television (DRTV) services. Serve as primary liaison for joint venture between Razor & Tie and full-service

partner agency, TenUnited.

Delivered annual budget commitment in first nine months.

Developed and managed new client campaigns including Airborne, Dad’s Pet Care, Elmer’s and Overbreak

Toys.

Creationed DRTV campaign for drive-to-web coupon campaign that delivered 28% redemption rate.

Speaker at annual National Youth Expo – Reaching Your Demo with Alternate Marketing Platforms.

Trained staff on measurements and key performance indicators to meet improved client service levels

WCBS-FM, New York, NY 2002 to 2005

Director of New Business Development

Responsible for developing new revenue opportunities by managing and implementing strategic partnerships at

the most well known Oldies station in the country. Day-to-day management of existing client lists, including new

business growth opportunities.

Exceeded budget by 43% and 22% respectively using creative sales strategies and developing long-standing

client relationships.

Initiated program using online assets to more effectively market the traditional radio medium.

Developed and implemented programs to deliver over $700,000 in incremental revenue, including the annual

Summer Drive-In Movie Series in which Disney granted WCBS-FM the only U.S. license to show their movies

in an outdoor venue.

Managed agency list to deliver highest share and revenue results in over five years.

GOAMERICA COMMUNICATIONS, Hackensack, NJ 2001 to 2002

Director of Product Management

Total P&L responsibility for portfolio of wireless products, including Blackberry, Treo and other wireless data

products. Responsible for research, testing, assessment and implementation of new and future technologies.

Renegotiated multiple supplier agreements realizing savings of over $23 million.

Successfully managed $18 million inventory to reduce levels and roll stock.

Developed pricing model making inventory a $6 million profit center.

Developed and implemented company-wide RMA policy reducing costs and effort.

Managed combined Marketing and Operations staff of 14 employees.

WNEW-FM, New York, NY 1998 to 2000

Director of Marketing

Responsibility for building marketing and street team in order to launch new radio format in the New York City

metropolitan area. Developed marketing campaign for branding new station format and personalities, including

branding positioning, logo development, media presentations and external communications.

Developed grassroots marketing campaign resulting in 22 place rating jump to #1 in key demographics.

Cultivated relationships with major advertisers to develop value-added opportunities increasing billings by

over 90%.

Worked with sales staff to develop promotional opportunities to increase billings by over $750,000.

Developed joint program with Columbia Records for exclusive band opportunities in New York City.

Managed and developed career plans for 3 full-time employees and 4 interns.

ROGER B. TASHJIAN PAGE 3

T-MOBILE (formerly Omnipoint), Cedar Knolls, NJ 1996 to 1998

Consumer Marketing Manager

Responsible for the development of a comprehensive consumer-marketing plan including: promotions,

sponsorships and collateral. Accountable for the development of co-marketing programs to position Omnipoint

in the marketplace. Developed a full-featured portfolio of content and value-added services.

Negotiated agreements with handset vendors to realize $20 million annual savings.

Leveraged sponsorships and events to forge connection with target audience. Properties included New York

Mets, New Jersey Nets, Philadelphia Eagles and Detroit Pistons.

Led team to select agency to handle external partnership requests.

Signed multiple partner agreements in support of local media buys.

Developed career development plans and management goals for Consumer Marketing staff.

AT&T CONSUMER /AT&T WIRELESS SERVICES, Basking Ridge and Paramus, NJ 1989 to 1996

Product Manager, Enhanced Services 1994 to 1996

Rapidly promoted to Product Manager in fastest growing division. Driving force in overall communication and

Enhanced Services strategies for customer acquisition in the Northeast region. Responsible for the marketing of a

portfolio of products, as well as product development, including Voice Mail, Wireless Data, and Information Services.

Oversaw acquisition marketing initiatives, which included pricing and promotion increasing sales by 65%.

Negotiated contracts with vendors to introduce three new products.

Repositioned products in marketplace to increase customer usage and extend product life.

Led local VoiceMail launch and directed nationwide team that served as chief liaison to Senior Management.

Recipient of AT&T President’s Award for Service Excellence.

Product Operations Manager, Maritime Services 1992 to 1994

Initiated product development with R&D, sourcing and product marketing team. Responsible for daily operation

of product line delivering over $135 million in annual revenue.

Developed marketing plan for introduction of a new maritime product that combined service with hardware.

Negotiated internal and external supplier contracts, including Italian hardware manufacturer.

Developed pricing plan to maximize revenue.

College Recruiting Manager 1989 to 1992

Designed and administered the Consumer Communications college recruiting program, including both full time

and summer intern program.

Managed campus presence program and developed relationships with targeted universities.

Initiated cost cutting program to reduce annual expenses by over $100,000.

Developed career development plans for 8 direct reports and 16 recruiters.

Received Spirit of Communication Award for deliverables (top .1% of management).

EDUCATION

LEHIGH UNIVERSITY Bethlehem, PA

M.B.A. May, 1991

Awarded full tuition scholarship - Research–“Using Servqual as a Measure of Quality in Service Industries”.

B.S. May, 1988

Concentration: Marketing and Finance

Contact this candidate