Sales Marketing

Resume Eric S Barker

Eric S. Barker

**** ******** **., ********, ** 44260 Home: 330-***-****

Cell: (330)

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***********@*****.***

SUMMARY

Dedicated Results-Driven Marketing Professional with over fifteen years experience in Marketing and

Management. Emphasis on Marketing Analysis, Developing Marketing Plans and Strategies.

Demonstrated ability to work effectively with employees at all levels and to meet organizational

performance and business goals.

COMPETENCIES

PROFESSIONAL EXPERIENCE

PatentHEALTH, LLC, Canton, OH August, 2009 - Present

Director of Marketing and Business Development

Manage all aspects of marketing and business administration for PatentHEALTH's brands

across all distribution channels to include direct mail, ROP advertising, radio and television DR

and retail.

Identify and maximize all available opportunities for the purpose of eclipsing all

PatentHEALTH's sales, profit and growth goals.

Plan and analyze all direct response and retail revenue programs by evaluating all

contributing media forms to ensure profitability.

Develop and execute a Direct Mail program for PatentHEALTH.

Develop strong back-end direct response programs, maximizing value of continuity

programs.

Manage all areas of trade show participation.

Develop new planning, measurement and forecasting tools, ensuring that all capital resources

are utilized to the fullest extent so that revenue, profit and cash flow are maximized.

Carefully scrutinize all key business indicators including: Advertising expenses, product

costs, sales reports, market data and retail promotion and distribution.

Manage and implement all testing, from implementation to back-end analysis and roll-out.

Responsible for all aspects of product packaging including: graphic development, production

scheduling, and legal compliance.

Direct and execute all tactical aspects of the division's marketing plans to include: market

feasibility, competitive landscape, creative development, testing, measurement and criteria,

legal review and compliance, roll-out scheduling, inventory management and back end

development.

Eric S. Barker

PAGE TWO

Stylin Concepts/Whitney Automotive Group, Independence, OH

Stylin Trucks, J.C. Whitney, carparts.com April, 2000 January, 2009

Marketing Director

Developed both short term and long term marketing plans that meet the goals and objectives of the

company s strategic plans.

Develop Marketing budget including forecasting Sales, and all expenses through P&L.

Create, maintain, execute master promotion schedule including catalog mailings, email campaigns,

magazine advertising, web promotions and other marketing programs.

Project sales volume and order volume on a daily, weekly, monthly and yearly level per growth &

profit objectives.

Identify, plan & measure marketing test strategies.

Developed new marketing opportunities:

Research and develop new mailing lists.

Identify opportunities that exist in space/magazine advertising.

Work with e-marketing team to maximize effectiveness of email campaigns through customer

segmentation, triggered emails and targeted email offers.

Introduced new newsstand distribution of catalogs (Magalog) 5x in 2005.

Identify & Maximize Return on Investment for all marketing opportunities

Executed analytical projects including (but not limited to):

Square Inch Analysis Establish framework, use results to improve catalog.

Internet Marketing Analysis Report daily/weekly/monthly results using Omniture Site Catalyst

software, including many ad hoc queries and campaign analysis.

Response Analysis By promotion/list/source code, breakeven/P&L, etc.

RFM Analysis Analyze make-up of house files, understand buying patterns.

House file analysis/Waterfall model.

Developed & implemented new Match Back Analysis program in 2005, allowing Stylin to better

source business coming in through the internet and other unknown sources.

Report on sales and expense performance vs. Budget/plan and hold marketing teams accountable

for performance.

Improved Overall Company Sales by 500% in 5+ years.

Executed all Catalog Print Buying from 2000-2008.

Duncan Hill Co. Ltd., Kids Stuff Catalog Company, Canton, OH May,1995 April, 2000

Marketing Manager

Spearhead Strategic Marketing Plans for all divisions of consumer catalog company, including:

The Perfectly Safe Catalog, a child-safety catalog targeted towards new parents

Jeannie s Kids Club, Children s hard goods catalog targeted to parents of children age 0-5

Natural Baby Catalog, natural cotton fiber clothing & diapers, wood toys, homeopathic medicines,

etc.

Little Feet, a start-up children s footwear catalog and accessories

Carey s Smokeshop, a separate division of Duncan Hill, which markets smoking pipes, cigars and

other tobacco products

Maximize profit contribution by developing catalog circulation analysis and forecasting/budgeting

processes for catalogs

Coordinate the mailing of 8 million catalogs over 38 mail dates in 1999, consisting of 3 million house

files, 5 million new prospects

Eric S. Barker

PAGE THREE

Crafted merchandise sales analysis using square inch P&L analysis, allowing merchants to better

forecast unit sales and replace poor performing (non-profitable) merchandise with new merchandise

Analysis breaks out product sales into a full profit and loss statement on a family, SKU, price point or

product category level

Direct all aspects of catalog production including catalog layout and pricing, some copy writing and

editing, list merge/purge processing, print buying and mail list selection

Raised over $400,000 in 1997 from suppliers for a vendor-sponsored direct marketing television

campaign, partnered with Turner Broadcasting, Inc.

Earned 1999 Catalog Age Gold Award for Best Children s Catalog (Natural Baby Catalog)

Named one of the ten best catalog redesigns of all time by Catalog Age Magazine (Natural Baby)

Contributed to the start-up of 2 new catalog ventures at Duncan Hill (Kids Club & Healthy Feet)

Overhauled Telemarketing and Customer Service Departments. Established external back-up/overflow

call support, re-staffing and introducing up-sell/cross-sell program and employee incentive programs

Implemented Priority Mail parcel fulfillment program in March 1999, saving Kids Stuff $150,000+

annually

Managed 4 direct reports. Recruited 8 employees over 5 years, 4 of which were promoted to

manager/supervisory positions within the company.

Led financial turnaround Kids Stuff Catalogs from an annual loss of $500k+ to a large profit in 1999

Provantage Corporation, Canton, OH 1993 1995

Marketing Representative

Managed sales for computer software and hardware manufacturers such as IBM, Lotus, Borland, and

many more

Managed all aspects of marketing products including pricing, advertising, direct mail promotions,

inventory, and special promotions

Mailed 1 million 96+ page catalogs each year, consisting of primarily house files

Mailed 1 million 16-20 page Price Guides annually

Mailed 500,000 promotional pieces annually ranging from demo software to postcards

Designed and wrote copy for ads for our catalogs and direct mail pieces

Wrote and managed press releases to inform the press of new software releases

Analyzed sales and profitability for accounts and maintained competitive analysis

Enterprise Rent A Car, Akron, OH 1992 1993

Management Training Program

Fulfilled daily automobile rental tasks and operations

Marketed services to insurance companies, dealerships and corporations for replacement and corporate

auto rentals

Managed accounts receivable

Eric S. Barker

PAGE FOUR

EDUCATION AND SKILLS

Computer Skills:

Computer skills include a thorough knowledge of MS Excel, MS-Access, Windows, MS Word,

Approach, MS Publisher, MS PowerPoint, Crystal Reports 9.0 & 10.0, Omniture Site Catalyst, Mail

Order Manager XL, and Internet Explorer. Advanced training in MS-Outlook.

Education:

University of North Carolina Wilmington

BS/BA, 6/92.

Officer (Treasurer) of Beta Gamma Sigma (Honors Business Fraternity) at UNCW.

Member of the Society for Advancement of Management (UNCW Chapter).

Completed COSE Strategic Management Course at Cleveland State University (5 Mo. Program for

Business Owners) in March 2001. Returned in 2004-2005 as mentor for another business through

course.

Completed various training courses for MS-Outlook, MS-Access, MS-Excel.

Attended numerous Catalog Conferences & DMA Conferences.

Completed Management Supervisory & Leadership Certificate Program through University of

Akron.

Don Harbert Improving Performance & Results, 2010

EAST OHIO GAS SCHOLARSHIP EMPLOYEE. (1988-91) Four-year annual scholarship helped

finance college education. Summer employee working in the Engineering Department.

Performed gas line corrosion reads in the three-county region.

Tracked and monitored all corrosion reads by other employees.

Organized reports using Foxpro database, Lotus, and Quattro Pro software.

Implemented new computer system in Corrosion Department.

Valedictorian - Mogadore High School.

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