Marketing Manager
Resume:
View My VisualCV Online: http://www.visualcv.com/nhopkins
Nick Hopkins Letters of
Recommendation
Assoc Brand Manager
Rich Products, SeaPak Consumer Brand Letter of
Recommendation
St Simons Island, GA
United States Professional
********@***.***
Letter of Recommendation from
Alumni http://marriottschool.byu.edu/profile/index/ Lyndon Smith President of Bio
Profile: student?studentId=152 Huma Netics Inc.
My
http://www.seapak.com/
Company:
Letter of
Recommendation MBA
Summary Student
Nick Hopkins Letter of Recommendation from
Dr. Bruce Money, Chair of
St Simons Island, GA
Business Management
********@***.*** www.nickhopkins.com
Department BYU Marriott School
of Management.
Marketing Professional with experience developing and executing brand strategies including product
launches, account/consumer promotions, loyalty/CRM programs and mass media. Skilled in consumer
insight and sales data analysis to discover key trends and develop successful brand strategies.
Agency/cross-functional team lead experience to execute brand plans
CPG Product Launches Shopper Insight and Scanner Data Analysis CRM and Database
Optimization CPG Budget and P&L Management Coupon Strategy Digital Marketing Brand
Strategy Development/Execution Cross-functional Team Management Proficient in MS Office
Written/Verbal/Presentation Skills Spanish Bilingual
PROFESSIONAL EXPERIENCE
Rich Products, St Simons Island, GA, May 2011 - Present
Assoc Marketing Manager, SeaPak Consumer Packaged Goods Brand
Marketing analytical lead for consumer behavior and shopper scanner data info including Symphony
IRI, dunnhumby, Markettrack and EYC programs. Responsible for customer and account specific
marketing programs and promotions including in-store point of sale, mass media and loyalty/shopper
card promotions. Other brand responsibilities include coupon strategies, large and value size brand
portfolios, CRM/database, consumer loyalty and mass media marketing
Launched and managed new "Family Size" portfolio that has become the #1 set of new
products in the Category
Developed first online loyalty program in the category to support key product launches and
consumer loyalty
Created coupon strategies that have increased coupon redemption rates by over 100% on
Sunday Newspaper inserts through optimizing market lists, coupon creative/layout, and
coupon value amounts
Launched CRM program that optimized the consumer database and enhanced consumer
interaction through better targeted digital outbound programs which increased open rates
on brand emails from 3% to 50+%
Led various Cross-Functional teams including packaging, procurement, R&D,
manufacturing and finance to launch new Holiday Entertainment Line
Managed Brand mass media strategies for Lent 2012 (peak sales season) which included
network/cable TV, digital billboards, in-store advertising and coupons for regionally focused
effort. Managed analysis of control and test market results to determine best strategies and
highest ROI of tactics for future implementation
Peppermill Casinos, Reno, NV, June 2010 - April 2011
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Casino Marketing Senior Analyst
Analyzed customer data to identify trends and develop strategic plans that grew revenues and drove
business. Developed monthly progress reports/scorecards to track financial results and consumer/
market trends to create strategies and maximize competitive positioning. Managed cross-functional
teams to execute marketing strategies for various properties
Identified program insufficiencies and created new strategies that have increased revenues
at various properties
Implemented online and direct marketing programs that have increased business and
customer participation
Created and analyzed program P&Ls to track customer behavior and forecast opportunities
to grow revenue
Analyzed/created strategies for Flight Program solving problems and increasing profits
$2.5million year over year
Bio Huma Netics Inc., Chandler, AZ, September 2008 - February 2010
Director of Marketing
Led all brand initiatives including advertising, brand positioning and social/digital marketing. Developed
online programs including SEO and social media marketing that increased brand awareness and drove
incremental sales. Executed primary and syndicated data analysis on market, competition and
customers that led to launch of company CPG retail brand
Increased brand awareness and traffic to company site by 231% through digital and SEO
marketing programs
Developed brand initiatives using innovative online strategies and launched regional/
national/international customer strategic programs that helped company enter into 4
additional countries and expand in Mexico/Europe
Harrah's Entertainment, Reno, NV, March 2005 - August 2006
Database Marketing Coordinator, Northern Nevada Flight Charter Program
Analyzed Charter Program consumer data and trends to identify opportunities and draw marketing
implications
Guided enhancement in customer segmentation strategy when faced with falling revenues
by analyzing and interpreting customer database that resulted in biggest yearly revenue
increase (20.3%) in Charter Program history
Wal-Mart, Reno, NV/Idaho Falls, ID/Rexburg, ID, May 2003 - March 2005
Night Manager/Assistant Manager/Management Intern
Executed overhaul of struggling night and backroom crews and determined strategic positioning for
featured CPG products. Used POS scanner data to understand retail, shopper and product sale trends
to create merchandising strategy
Led over 50 employees and developed strategic plans for overnight operations that
achieved a 25%+ increase in inventory efficiency by using shopper and sales insights to
better merchandise and position CPG products
EDUCATION / FIELD STUDIES / TEACHING
Online Professor Marketing Management Course B341
Brigham Young University Idaho, Rexburg, ID, August 2010 - Present
Master of Business Administration, Marketing
Brigham Young University Marriott School of Management, Provo, UT, April 2008
Major in Marketing, Minor in Strategy and International Business
VP of MBA Communications and VP of Pricing for Marriott School Shop
Recipient of Marketing Leadership Scholarship and Global Management Certificate
Amalphi Arts LLC, Provo, UT/Buenos Aires, Argentina, January 2008 - April 2008
Field Study, International New Business Development Team
Directed multicultural marketing field research of South American by developing and executing
surveys, interviews and shopping research for Amalphi in Argentina creating customer profiles and
target segments to identify opportunities
Page 2 of 8
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Performed primary/secondary and qualitative/quantitative research to create South
American marketing strategy that facilitated Amalphi's move into South America by creating
meaningful conclusions and recommendations
Sam's Club, Bentonville, AR, January 2007 - April 2007
Field Study, New Business Development Team
Developed insights and market research methodologies to research critical attributes and consumer
behavior of emerging US Hispanic market using qualitative/quantitative data to discover insights/trends
that supported key recommendations
Constructed a marketing profile for the U.S. Hispanic market analyzing growth of emerging
population centers
Presented research to Sam's/Wal-Mart which validated findings and was used to launch
new Super Mercados
Bachelor of Science, Business Management
Brigham Young University Idaho, Rexburg, ID, April 2004
Major in Business, Minor in Spanish
Completed various Marketing Plans for local business using statistical software SPSS
SERVICE LEADERSHIP
Volunteer Representative
Cordoba, Argentina, August 1998 - September 2000
Developed and mentored new representatives in culture and language, developed and
executed charitable events
Effectively led and organized other representatives, bilingual in English/Spanish
Work History
Rich Products, SeaPak Consumer Brand
St Simons Island, GA, United States May 2011 - Present
Assoc Brand Manager
Marketing analytical lead for consumer behavior and shopper scanner data info including
Symphony IRI, dunnhumby, Markettrack and EYC programs. Responsible for customer and
account specific marketing programs and promotions including in-store point of sale, mass media
and loyalty/shopper card promotions. Other brand responsibilities include coupon strategies, large
and value size brand portfolios, CRM/database, consumer loyalty and mass media marketing
Launched and managed new Family Size portfolio that has become the #1 set of new
products in the Category
Developed first online loyalty program in the category to support key product launches
and consumer loyalty
Created coupon strategies that have increased coupon redemption rates by over 100% on
Sunday Newspaper inserts through optimizing market lists, coupon creative/layout, and
coupon value amounts
Launched CRM program that optimized the consumer database and enhanced consumer
interaction through better targeted digital outbound programs which increased open rates
on brand emails from 3% to 50+%
Led various Cross-Functional teams including packaging, procurement, R&D,
manufacturing and finance to launch new Holiday Entertainment Line
Managed Brand mass media strategies for Lent 2012 (peak sales season) which included
network/cable TV, digital billboards, in-store advertising and coupons for regionally
focused effort. Managed analysis of control and test market results to determine best
strategies and highest ROI of tactics for future implementation
Page 3 of 8
View My VisualCV Online: http://www.visualcv.com/nhopkins
Peppermill Casinos
Reno, NV, United States Jun 2010 - Apr 2011
Senior Marketing Analyst
Analyzed customer data to identify trends and develop strategic plans that grew revenues
and drove business. Developed monthly progress reports/scorecards to track financial
results and consumer/market trends to create strategies and maximize competitive
positioning. Managed cross-functional teams to execute marketing strategies for various
properties
Identified program insufficiencies and created new strategies that have
increased revenues at various properties
Implemented online and direct marketing programs that have increased
business and customer participation
Created and analyzed program P&Ls to track customer behavior and forecast
opportunities to grow revenue
Analyzed/created strategies for Flight Program solving problems and increasing
profits $2.5million year over year
BYU-Idaho
Rexburg, ID, United States Aug 2010 - Present
Instructor
Online Instructor Marketing Management Course B341
Bio Huma Netics Inc.
Chandler, AZ, United States Sep 2008 - Feb 2010
Director of Marketing
Led all brand initiatives including advertising, brand positioning and social/digital
marketing. Developed online programs including SEO and social media marketing that
increased brand awareness and drove incremental sales. Executed primary and
syndicated data analysis on market, competition and customers that led to launch of
company CPG retail brand
Increased brand awareness and traffic to company site by 231% through digital
and SEO marketing programs
Developed brand initiatives using innovative online strategies and launched
regional/national/international customer strategic programs that helped
company enter into 4 additional countries and expand in Mexico/Europe
Cisco Systems
San Jose, CA, United States Jun 2007 - Aug 2007
Strategic Alliances Marketing Intelligence Intern
Executed key market intelligence on IBM and Fujitsu alliances and built relationship with
outside research vendor IDC Research to provide essential research information for all
Cisco alliances
Collaborated with various research departments throughout Cisco to streamline pre-
existing and new insights and info
Conducted market research and analysis on two high priority alliances worth over $1.5
billion
Page 4 of 8
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Research and data analysis, Vendor Management, Marketing Communications, Market Intelligence
Research and Analysis, Partnership Marketing
Harrah's Entertainment
Reno, NV, United States Mar 2005 - Aug 2006
Marketing Coordinator
Analyzed Charter Program consumer data and trends to identify opportunities and draw
marketing implications
Guided enhancement in customer segmentation strategy when faced with falling
revenues by analyzing and interpreting customer database that resulted in
biggest yearly revenue increase (20.3%) in Charter Program history
Wal-Mart
Reno, NV, United States May 2003 - Mar 2005
Night Manage, Assistant Manager
Executed overhaul of struggling night and backroom crews and determined strategic
positioning for featured CPG products. Used POS scanner data to understand retail,
shopper and product sale trends to create merchandising strategy
Led over 50 employees and developed strategic plans for overnight operations
that achieved a 25%+ increase in inventory efficiency by using shopper and
sales insights to better merchandise and position CPG products
Church of Jesus Christ of Latter Day Saints
Cordoba, Other, Argentina Aug 1998 - Sep 2000
Volunteer Representative
Trained new representatives in culture and language, lead Northern division of organization,
bilingual in English/Spanish
Education
Brigham Young University
Provo, UT, United States Aug 2006 - Apr 2008
MBA, Marketing, Strategy, International Business
Major in Marketing, Minor in Strategy and International Business
Elected VP of Communications for MBA Program
Marketing scholarship recipient
VP of Pricing and Operations for Marriott School Shop
Two time participant in Omniture Web Analytic Competition
TA for Undergrad Marketing class, wrote all tests, mid-term and final for course
Amalphi Arts LLC
Provo, UT, United States Jan 2008 - Apr 2008
Directed multicultural marketing field research of South American by developing and executing
surveys, interviews and shopping research for Amalphi in Argentina creating customer profiles and
target segments to identify opportunities
Page 5 of 8
View My VisualCV Online: http://www.visualcv.com/nhopkins
Performed primary/secondary and qualitative/quantitative research to create South
American marketing strategy that facilitated Amalphi's move into South America by
creating meaningful conclusions and recommendations
Sam's Club
Bentonville, AR, United States Jan 2007 - Apr 2007
Developed insights and market research methodologies to research critical attributes and
consumer behavior of emerging US Hispanic market using qualitative/quantitative data to
discover insights/trends that supported key recommendations
Constructed a marketing profile for the U.S. Hispanic market analyzing growth of
emerging population centers
Presented research to Sam s/Wal-Mart which validated findings and was used to launch new Super
Mercados
Brigham Young University Idaho
Rexburg, ID, United States
Bachelors of Science, Marketing/Spanish
Major in Business, Minor in Spanish
State Representative for Business Organization Delta Epsilon Chi
International Champion in Retail marketing for Delta Epsilon Chi Business Competition
VP of BYU-Idaho Business Club
Honor Roll Junior and Senior Year
Business Scholarship recipient
Service
Volunteer Representative
August 2008 to Sep 2000
The Church of Jesus Christ of Latter-day Saints;
Cordoba, Argentina
Trained new representatives in culture and language
Led Northern division of organization
Bilingual in English/Spanish
Skills
Symphony IRI (Advanced)
1-2 Years Experience, (Currently in use)
Marketing lead on IRI system to pull shopper scanner data to discover market and competitor trends as
well as analyze brand initiatives and strategies including pricing and SKU optimization
dunnhumby Shop (Intermediate)
1-2 Years Experience, (Currently in use)
Marketing lead on dunnhumby to pull consumer insight data and account sales information to discover
consumer, account and competitor trends as well as analyze brand initiatives and strategies including
pricing and SKU optimization. Essential in helping brand to segment base and understand consumer
behavior and preferences toward product assortment and new product launches and promotions.
Page 6 of 8
View My VisualCV Online: http://www.visualcv.com/nhopkins
Access (Intermediate)
1-2 Years Experience, (Last Used 3-4 years ago)
Created Customer Database to better track behavior to optimize revenue opportunities. Helped revamp
Harrah's Northern Nevada Flight Program through customer behavioral analysis to understand best
marketing strategies.
Excel (Expert)
7-9 Years Experience, (Currently in use)
Experience creating financial analysis programs and pivot tables. Created various sales tools and
product conversion documents using excel spreadsheets. Created P&L and other marketing document
spreadsheets.
EYC (Intermediate)
Marketing lead on dunnhumby to pull consumer insight data and account sales information to discover
consumer, account and competitor trends as well as analyze brand initiatives and strategies including
pricing and SKU optimization. Essential in helping brand to segment base and understand consumer
behavior and preferences toward product assortment and new product launches and promotions.
Microsoft Word (Expert)
7-9 Years Experience, (Currently in use)
Experience creating various documents and reports in Word for many years.
Speed to Market (STM)
(Beginner)
1-2 Years Experience, (Currently in use)
Experience as Project Manager and Marketing lead in various STM projects for product launches and
product innovations and improvements
Markettrack (Beginner)
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