Sales Marketing

stephan ulbrich

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

Address:

City: Houston

State: TX

Zip: 77057

Country: USA

Phone: 214-***-****

Skill Level: Any

Salary Range:

Primary Skills/Experience:

Mid to senior level management. Director level or higher.

Educational Background:

Job History / Details:

Product/Brand Marketing Executive

A highly energetic, creative and strategic builder of brands

PROFILE:

Innovative and results driven marketing executive with a proven track record of building and growing products in multiple categories and industries. Successful leader in the development of effective local, regional and national marketing plans across multiple channels for major packaged goods, retail, health care and manufacturing companies. Proven record of generating exceptional sales and profits.

Motivational leader who thrives on building, training and retaining highly effective teams with the management and communication skills necessary to generate accelerated growth and profits.

KEY BUSINESS STRENGTHS:

* Market Planning, Development and Research * Product Introduction & Lifecycle Management

* Strategic Planning * Ad Agency Management

* Creative Branding/Channel Marketing * Team Leadership in Cross Functional Environment

* Value Proposition & Profit Optimization (ROI) * Social Media Marketing

* Media Management, Planning & Buying * Website Development

* Creative Development * E-Commerce and Digital Marketing (SEO/SEM)

* Consumer Behavior & Insight Research * Public Relations/Corporate Communications

* Event Planning & Partnership Marketing * Brand Development/Repositioning & Market Expansion

* Product Portfolio Management, Pricing & Sourcing * P&L Management

PROFESSIONAL EXPERIENCE

Director of Brand Development 2012 - Present

FKM, Houston, TX

Leading brand development and field marketing support for client, Clockwork Home Services, a leader in nationally branded franchises for the home services contractor market. Marketing and advertising management and relationship building with franchisees and corporate retail locations for three major brands: One Hour Heating & Air Conditioning, Mister Sparky Electrical and Benjamin Franklin Plumbing.

Marketing Consultant 2010 - 2011

Advanstar Communications, Los Angeles, CA

Marketing consultant for this leading worldwide B2B media company providing integrated marketing solutions for the fashion, life science and power sports industries.

* Led the development and branding of a new worldwide B2B educational product for the retail power sports industry, launched in 2011.

* B2B brand development and mass marketing including branding and packaging, digital media, print media, social media marketing, online advertising, consumer and trade show management and event sponsorship.

* Increased 2011 international Dealer Expo attendance by 7%.

Director of Marketing 2002 - 2009

Tucker Rocky Distributing, Fort Worth, TX

Senior corporate and brand marketing leader for the second largest worldwide manufacturer and distributor of aftermarket parts, accessories and apparel in the power sports industry. Responsibilities included marketing management, ad agency management, portfolio management, new product branding/marketing, vendor relations, advertising production/creative development, competitive analysis, website development, catalog production, product trademark and packaging, social media marketing, online advertising, digital media, in-store POS, consumer insight research, trade show management, athlete contract negotiations, and event sponsorships. Official company spokesperson and media contact for corporate and brand marketing communications.

Hired, managed, mentored and trained a department of 22 with 4 direct reports.

* Drove the evolution and expansion of the company from a traditional two-step wholesale distributor to a brand-centric B2B marketing and manufacturing company. Managed 16 brands, launched 4 new brands, acquired 2 existing brands, resulting in brand sales growth of 35% and $400M growth in total company sales.

* Developed and managed $20M annual corporate and brand marketing budget.

* Managed product portfolio of 850 vendors/manufacturers, 16 proprietary brands and over 100,000 product SKU's. Grew vendor count by 55% with a 28% increase in direct margin.

* Eliminated 110 poor or declining performance products resulting in stronger profit margins and a 15% reduction in warehouse space.

* Conceptualized, developed and launched Speed and Strength, a new line of street apparel, outperforming projected plan by 20% with over $4M in domestic and Canadian dealer sales and over 450 new stocking dealers.

* Created brand repositioning and expansion strategy for Firstgear TPG, a premium line of technical performance apparel, resulting in a 10% increase in brand sales and a 20% increase in new stocking dealers.

* Designed and implemented a revolutionary digital marketing/media network "TRtv" as a cost effective and efficient supplement to traditional media utilizing the integration of onsite video production, website development, social and online media, intranet site development and web blogging to connect brand/product content with company sales reps, a 10,000 member dealer network and consumers, streamlining efficiency and reducing advertising and sales training costs.

* Reduced annual media expenses 25% by aggregating all corporate and brand media contacts to leverage volume discounting, delivering significant savings to company's bottom line.

* Developed and launched new industry segment brand, QuadBoss, a premium line of ATV parts and accessories, into the ATV segment, outperforming plan by 15% with over $2M in sales and over 250 new stocking dealers.

Associate Marketing and Media Director 2001 - 2002

McClain Finlon, Denver, CO

Senior marketing and media executive for this leading national advertising, marketing and public relations agency. Primary areas of responsibility included all media planning and buying, consumer insight research, in-store marketing, media/marketing mix optimization, digital media and new business development. Managed and mentored a staff of 12 with 3 direct reports.

* Management responsibility for Red Robin Restaurants marketing and media. Led pilot program involving realignment of in-store marketing, media planning and placement for this national 400+ store casual dining chain, delivering 5% increase in same store sales.

* Conducted consumer research and retail market analysis of Red Robin in-store POP, creating integrated family-focused concepts.

* Re-organized media/marketing department into brand teams, delivering greater client focus, productivity and efficiency.

* Selected/named Media Chairman of Business Development Committee which captured 20% in new client business.

Senior Manager, Advertising and Communications 1999 - 2001

VHA Inc., Irving, TX

Senior marketing executive for this leading B2B healthcare purchasing cooperative serving over 2,500 hospitals and health institutions including Cedars-Sinai and the Mayo Clinic. Responsibilities included website development, ad agency management, content inventory and management, P&L, market research, member and vendor relations, advertising strategy, and cross functional planning/communication. Internal brand champion and official company spokesperson for national media. Managed staff of 6 with 2 direct reports.

* Conceptualized, developed and directed the launch of LaurusHealth.com, a comprehensive B2B and B2C health information website (similar to Web MD) benefiting both consumers and VHA member hospitals. Achieved over 1 million subscribers outperforming year 1 plan by 15% and over 2,500 VHA member hospitals and capturing a 40% participation rate.

* Consulted cross functionally with member sales and outside content providers to deliver optimal sourcing and pricing by negotiating group discount rates, lowering annual costs by 10%.

* Collaborated with national sales team to develop targeted communications and collateral marketing/media materials for 2,500 hospitals.

* Managed and led two outside ad agencies in all aspects of creative development, media planning and placement including, national and local TV, collateral materials and signage. Conducted search and retention of local ad agency, Fogarty & Klein, for agency of record (AOR) assignment based on fee-based pricing, resulting in annual cost savings of 25%.

ADDITIONAL WORK EXPERIENCE

Responsible for media management, planning and buying for several national and global ad agencies servicing a variety of clients including: major consumer packaged goods, multi-chain casual restaurants, transportation, energy and beverage accounts and oil/petroleum brands.

Berry Brown Advertising Dallas, TX

The Hively Agency Houston, TX

Ted Bates Southwest Houston, TX

GSD&M Austin, TX

Saatchi & Saatchi Advertising New York, NY

McCann Erickson New York, NY & Houston, TX

EDUCATION

Bachelor of Science in Advertising

The University of Texas at Austin

KEY BRAND EXPERIENCE BY CATEGORY:

Packaged Goods

Apparel

Beverages

Power Sports

Petroleum

Restaurants

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