Sales Marketing

David Mullen

**** ****** ****** / ******, ** ****9

214-***-**** / *******@***********.***

Senior Marketing Executive

Motto: Don't Let the Paint Dry

Executive Summary

Senior-level Executive with record of achievement in P&L/general

management, team leadership, multi-site operations, business development,

marketing, brand strategy/launch, and startups/turnarounds.

Select Major Client Relationships:

. Bank of America

. Starbucks

. Microsoft

. Alltel Communications

. Nokia

. Snapple Beverages

. Pizza Hut

. Hollywood Casino

. Ben & Jerry's Ice Cream

. Taco Bell

. Dr Pepper/7-Up

. JC Penney

. Selective Insurance

. Make-A-Wish Foundation

. Labatt USA

Industry Knowledge & Expertise:

. Advertising, Marketing & Interactive

. CPG & Services

. Entertainment & Sports

Most Impressive Achievements:

. Won over 100 industry awards, including 2 Food and Marketing Magazine

BRAMMY AWARDS for Sales Promotion of the Year (Rolling Rock 1992 and

Snapple 1999) and Point Of Purchase Advertising Institute (POPAI)

Sales Promotion of the Year (Rolling Rock 1994) beating Nike, Coca-

Cola, and MGM.

. Propelled over 200% growth to $50MM annual revenue in 3 years with

$7MM profit.

. Led 1st sales reversal within beer industry in 1 year facilitating 3-

fold increase in volume, brand acquisition, entry into momentum

markets and improved profit margins.

. Converted business from $1.4B loss into niche stronghold with $1.1B

sale within 5 years; delivered "Sales Promotion of the Year," turning

around 30 million-case annual decline within 3 months in soft drink

category.

. Directed business from startup to #15 among top 100 national players;

won 100+ industry awards.

. Elevated chain to #1 from #51; teamed with Fortune 100 leader to

innovate seasonal co-branding initiative, achieving 16% revenue

upswing in 1 month.

. Earned high rapport within industry; twice published in Sports

Illustrated magazine.

Career Progression

INDEPENDENT CONSULTANT

Dallas, TX / 2009-present

. As independent consultant, provided strategic marketing, branding,

creative services and promotional programs for D Magazine, Dallas, TX;

Beanstalk Digital, Dallas, TX., O-Line Sports, Livermore, CA; Dulce

Vida Spirits, Austin, TX; MyRadio, Scottsdale, AZ: The Curtis Law

Firm, Dallas, TX: Window Traditions LLC, Dallas, TX: and Professional

Sports Marketing, McKinney, TX.

MANAGING DIRECTOR

PRESIDENT & CEO ( EXECUTIVE VICE PRESIDENT-PARTNER ( ACCOUNT DIRECTOR

hawkeye Communications/ Dallas, TX The Marketing Continuum / Dallas, TX /

1986-2008

(Premier marketing firm with $300+ million in annual billings

specializing in advertising, direct, promotion, loyalty, analytics,

strategic planning, merchandising and interactive media)

. 2001-2009: Retained in acquisition campaign to integrate The Marketing

Continuum into Hawkeye infrastructure. Became part of management team

with P&L responsibility for advertising and promotional marketing

practice within $500MM multinational enterprise. Co-led launch of

interactive business.

. 1991-2001: Bought out partners, taking on P&L accountability becoming

sole proprietor. Opened offices in Norwalk, CT, and San Francisco, CA

growing staff to 135+.

. 1987-1991: Advanced to EVP/Partner in 1 year.

. 1986: Recruited to lead start-up company in brand development, product

positioning, marketing strategy, creative, promotion execution and

management of major corporate accounts.

David Mullen

Resume - Page 2

Hawkeye-The Marketing Continuum Continued:

Select Accomplishments:

. Directed teams that received 2 Food and Marketing Magazine Brammy

Awards (Rolling Rock, Snapple,) as well as Point of Purchase

Advertising Institute (POPAI) Sales Promotion of the Year honors

(Rolling Rock).

. Earned recognition by PROMO 100 and Advertising Age as one of top

marketing agencies in US. Attained record billings; increased profit

from $1M to $7M annually.

. Took net revenues from $2M to over $7M with accusation of

merchandising business from Bank of America, event enhancement

business, from Marriott, sales promotional and PR business from

Snapple.

. Secured ALLTEL Communications of Little Rock, AK ($3M revenue account)

with $220K/mo. retainer.

. Grew Hollywood Casino to become highest profile advertising account in

agency; property went from 9th in revenue to 3rd in marketplace.

. Developed program for Ben & Jerry's and partner Rock the Vote; doubled

projected 3 month response rate in 3 days and solidified company credo

of social responsibility.

. Took long time account (Make-A-Wish of North Texas) to record

donations despite 9/11.

. Led move of business to larger and more inexpensive Dallas' West End.

Negotiated 25,000 square foot lease, later expanded to 40,000 sq. ft.

Also negotiated leases in San Francisco, CA, and Norwalk, CT.

. Upon company ownership, streamlined organization by reducing overhead,

changed terms with vendors to allow greater available cash; NEVER

executed line of credit during entire ownership.

. Spearheaded creative and teams that won over 100 national and

international awards, primarily for Snapple, Rolling Rock, Red Stripe

and Hollywood Casino defeating Nike, Coca-Cola, Pepsi, Anheuser-Busch

and MGM.

. Won Whataburger account increasing sales from 51 to #1 of all national

and regional chain restaurant based on over per check average sales

increase.

. Created, developed, negotiated and led execution program for Greyhound

Bus Lines that partnered Planet Hollywood and Turner Home

Entertainment, increasing ridership 7% during peak sales period and

increased Planet Hollywood restaurant traffic and Turner by $2M.

. Led marketing effort for Rolling Rock credited with 1st sales

turnaround (from decline) in US beer category from 7M to 23.5M cases

and tripled gross profits; created most copied promotion in US beer

industry.

. Created and executed store redesign programs for 7-Eleven nationwide.

Helped retain customers despite store closures of up to 72 hours.

. Managed Heileman Baking Company account; created Heileman Hall of Fame

and anthem for sales meeting sung by Lee Greenwood.

ACCOUNT EXECUTIVE

Tracy Locke/BBDO / Dallas, TX / 1984-1986

(Leading advertising and marketing agency with $240MM+ annual billings)

. Led national Labatt USA promotion; managed all media outlets,

facilitating major growth of Canadian brand.

. Ran Haggar Clothing Super Bowl press event featuring 14 Hall of Fame

and Super Bowl NFL athletes.

Additional Experience: Founder, www.greatjoints.com - A Guide to Bars and

Restaurants; Sportswriter, Oakland Tribune; Editor and Founder, Emeryville

Eagle; Sportswriter, Oakland Tribune; Production Manager & Columnist,

Montclarion; Play-by-Play Personality, KALX-FM, 90.7 University of

California Berkeley Men's and Women's athletics.

Credentials & Affiliations

Education:

Bachelor of Arts - Communication Arts / University of California,

Berkeley

Affiliations:

Board Member Emeritus / College of William & Mary School of Education /

Williamsburg, VA

Marketing Board Member / Girls Inc. of Alameda County / Oakland, CA

Former Instructor - Sales Promotion & Managing Marketing Mix / Southern

Methodist Univ. / Dallas, TX

Miscellaneous:

Multiple Speaking Engagements at Industry Conferences

Avid sports enthusiast

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