Marketing Sales

Michael Pendleton

Email: *********@********.***

Address: **** ***** ******

City: Seattle

State: WA

Zip: 98101

Country: USA

Phone: 206-***-****

Skill Level: Management

Salary Range: 112

Willing to Relocate

Primary Skills/Experience:

See Resume

Educational Background:

See Resume

Job History / Details:

Michael Pendleton

1221 Minor Avenue #602; Seattle, WA 98101 *********@********.*** 206-***-****

KEY QUALIFICATIONS

Effective and energetic marketing professional with over 15 years expertise developing strategies and creating communications designed to cause change. Passionate for understanding consumer insights and creates opportunities for brands to deliver a relevant and memorable brand experience at every point where the brand and customer intersect.

Talents and skills sets include; brand strategy, marketing management, consumer insights, research, partnership marketing, media strategy, public relations, account planning, advertising, online marketing, digital and social media, strategic alliances, event marketing and promotions

Experienced in the following categories: Travel, Tourism, Hospitality, Airlines, Consumer Package Goods, Food Beverage, Music Entertainment, Retail, Healthcare, Technology Software, Luxury Goods, Fashion Apparel, Beauty Cosmetics and International Marketing

EXPERIENCE

Washington State Tourism Alliance: Brand Strategist Marketing Consultant; Seattle, WA: 1/12-Current

Washington State tourism provides over 150,000 jobs and represents a 4.5 billion dollar industry Analyzed competitive media expenditures and operating budgets to determine required resources to grow state tourism. Provided recommendations on budget levels and resource allocations to executive board which was approved and presented to over 300 industry stakeholders at 2012 Washington State Tourism Summit. Provided recommendations for identifying, developing and managing business alliances and marketing partnerships to acquire new business/revenue, drive business goals, increase audience reach and generally add value to the states brand. Analyzed business strategies and marketing plans to create a SWOT analysis to identify key challenges. Provided recommendations for prioritizing tactics for immediate and midrange opportunities. Analyzed consumer insights and changes in media consumption to develop and recommend a digital media strategy which would integrate across traditional media to improve conversion rates and increase visitor arrivals. Created a Washington State Tourisms Social Media Playbook which communicated goals, objectives, and best practices as well as outlined the process for the acquisition and distribution of tourism related content.

Radarworks: Account Director Client Services; Seattle, WA: 7/09-1/12

Marketing Agency: Clients: Expedia, Hotels.com, Oregon Health Sciences University (OHSU), Puyallup Fair, Microsoft, Google

Conducted focus groups, developed surveys and performed in person interviews to obtain consumer insights regarding social media usage and online buying behavior to develop an effective strategy for increasing revenue from the senior market segment. Utilized consumer insights to conceptualize, develop and deploy an online game targeting senior adults which utilized social media channels which increased consumer engagement, increased traffic to website, lengthened users overall time on-site and resulted in an overall increase in bookings and revenue. Provided leadership and managed consumer and stakeholder qualitative research to successfully reposition the clients overall brand Secured agency as a preferred vendor with Expedias affiliate network which gained agency access to hundreds of affiliate partners for potential new business and incremental revenue streams. Developed and pitched a digital centric approach to clients existing media strategy which led to significant increase in website traffic and customer acquisition. Recommendation included integrating online marketing programs across various business units to increase efficiencies and to increase consumer engagement.

BDA: Marketing Manager Public Relations Corporate Communications; Seattle, WA: 9/08 1/09

Consumer Promotions Agency: Sports, Entertainment, Medical, Technology Consumer Packaged Goods

Developed media and public relations strategic programs to support new business development and lead generation activities. Managed public relations agency and secured six editorial placements in targeted publications within three months, advancing public perception that BDA is a trusted advisor and an expert in extending client brands. Responsible for developing corporate communications material for sales teams that included merchandising and branding trends, on-demand corporate collateral, case study development, and press releases that communicated agencys position, services, and products. Designed, developed, and maintained on-demand and communication materials including management of corporate website and prepared web-effectiveness analysis and recommendations to increase visitor traffic and response.

Michael Pendleton Page 2 of 2

Passage Events Promotions: Account Director; Seattle, WA: 5/06 11/07

Experiential Marketing Agency: Clients: Starbucks Coffee Company, Safeco, T-Mobile

Responsible for the design and implementation of integrated marketing strategies and all aspects of account management; identifying consumer trends, consumer research, business development, budgeting, forecasting, revenue profit performance, personnel management and managing the creative and production processes. Developed and managed all regional and national promotions while fostering 30 individual client relationships in 18 regional U.S. markets for agencys largest account - Starbucks. Developed Safeco as a new client and increased account revenues over 29% within nine months and identified new revenue streams for agency by coordinating incremental marketing programs with clients strategic partners; such as The Seattle Mariners. Communicated marketing activities with all other internal business units; including the creation and deployment of training programs for operational field teams and provided training, mentoring and individualized career development programs for five account executives within account services department.

Fuel Communications: Brand Strategist - Marketing Consultant: Los Angeles, CA Seattle, WA: 11/00-5/06

Clients: Garden Botanika Skin Care Cosmetics, YMCA, 3Sixty Menswear, BB Maternity, Eddie Bauer Collected and effectively analyzed general and niche market research, industry data and market trends to develop brand strategies, communication plans and integrated advertising and media campaigns. Provided expertise to product development teams by making recommendations on brand strategy and developed packaging concepts, logo design, and sales collateral and promotional support materials for new product launches. Responsible for implementing public relation strategy which included writing press releases, managing all press activities, developing press kits and scheduling editorial visits with media.

Virgin Entertainment: National Marketing ManagerBrand Strategic Alliances: Los Angeles, CA: 1/00-11/00 Developed brand strategy and led all marketing efforts between four core business units, including retail and e-commerce divisions to deliver the industrys leading consumer experience and exceed revenue goals. Developed and launched national retail merchandising standards program in which all stores received monthly promotional merchandising and floor set plans which clearly communicated product information, in-store marketing materials, and fixture and signage placement. Developed and coordinated retail experiential marketing promotions, special events and partner marketing programs in nineteen local U.S. markets and online. Managed department staff, internal creative department and external media agency to develop and execute all national media and marketing activities. Initiated and developed key strategic partnerships; including, MTV and American Express which heightened brand awareness, drove customer acquisition and increased overall sales.

Air New Zealand: Market Development Manager North South America: El Segundo, CA: 10/97-1/00 Increased revenues by 11% as a result of redefining the target audience, implemented affinity marketing strategies and partnered with sales team to develop effective business and pricing strategies with various wholesale distributors and marketing partners. Participated on a global project team to create a cohesive worldwide brand, develop corporate branding guidelines and create a communication plan to deploy these new standards to employees, tourism boards and marketing partners across seven culturally diverse regions worldwide. Managed international branding efforts and led all marketing activities with advertising, media, direct mail and interactive agencies to design and execute successful, integrated marketing programs. Developed and coordinated promotions and sponsorship marketing programs for international events; such as, The Sydney 2000 Olympic Games and The Americas Cup.

Asher/Gould Advertising: Jr. Account Executive: Los Angeles, CA: 2/96-10/97

Clients: Anti-Smoking Campaign of California, SunAmerica, Alta Dena Organic Dairy Responsibilities available upon request

McCann-Erickson Advertising: Jr. Media Planner: Los Angeles, CA: 8/94-2/96

Clients: Nestl (Fancy Feast, Friskies, Contadina, Nestl Cookie Dough, Sweet Success, Coca-Cola Fountain, Cathay Pacific Airlines Responsibilities available upon request

EDUCATION

Murdoch University: Perth, Western Australia

International Marketing, 1993

Eastern Washington University, Spokane, WA

Bachelor of Arts, Business Administration and Marketing, Jun. 1994

Contact this candidate