J. Albert “Al” Johnson

*** ********* ***** **********, ******* 30277

404-***-**** ac3ofq@r.postjobfree.com

Summary

Dynamic executive and proven marketing, advertising, and branding leader focused on driving top line sales and bottom line P&L revenue while building brand loyalty with consumers, businesses, and specialty targets for domestic and global Fortune 500 companies through innovative strategies and best-in-class execution. Experience

Vice President Marketing November 2012 to March 2017 TBC Incorporated Atlanta, Georgia

Led marketing and sales efforts of the $700+ million Carroll Tire Wholesale Division through the creation and execution of dynamic programs, promotions and incentives geared towards the development, growth and loyalty of prospective customers and current accounts. Objectives are focused on maximizing top line sales opportunities while protecting margin, with the ultimate goal of bottom line growth to surpass company expectations.

• Increased sales 35.2% over 4 years in an industry that experienced flat to 3% increases annually

• Grew EBITDA 32.3% over same 4-year period

• Surpassed company EBITDA goals the past two years by 17.3% and 26.8% Strategic Marketing Consultant August 2010 to November 2012 Self Employed Atlanta, Georgia

Provided integrated strategic planning, multimedia marketing, branding, communications, advertising and public relations for various national and international clients in a vast range of industries. Supplied clients’ executive management guidance, counsel and insight in the areas of traditional marketing planning, research, new marketing/social tools, brand interpretation and positioning, and overall marketing team development. Client work includes but not limited to:

• Energy - Developed strategic marketing & communications plan targeting private and public investment sector

• Home & Business Security - Strategic marketing and creative development of sales promotional efforts

• Financial Services - Brand and market positioning used in national and international trade and industry presentations, RFPs, and marketing materials

• Sports Marketing - Developed go-to-market strategic plans to drive awareness, understanding, leads, and ROI within the sports sponsorship arena

Vice President Marketing Services, Director of Branding & Advertising September 2000 to August 2010 Aflac Incorporated Columbus, Georgia

Directed all aspects of branding, advertising and online/web services for this Fortune 200 Company. Oversaw and managed the company’s $110+ million marketing budget, including the award winning Aflac Duck advertising and marketing campaign. Primary objectives were to build overall brand awareness and drive sales leads with consumer and business segments in the US, create a better understanding of the company’s portfolio of products and services, and ultimately increase purchase consideration and revenue with these key targets. Top-line results:

• Doubled US sales over a 10-year period (104.1%)

• Consumer brand awareness increased from single digits to over 94%+

• Consumer consideration doubled from 17% to 34% in two years

• Raised business decision-maker awareness to more than 90%

• Elevated business decision-maker consideration as high as 47% depending on segment

• Drove an 11% increase in new business accounts in 2009 Responsibilities included:

• Strategic Planning & Creative Development – Managed external agencies and internal staff on the development and execution of strategic consumer, business-to-business plans (business and broker targets, emerging markets, industry & trade) for national and regional marketing efforts.

• Brand Management – Led the company in its rebranding efforts, including the development of the company’s current brand-mark and style guide. Drove the successful launch of the new brand look and feel both in the US and Japan, and managed the company’s brand standards.

• Research & Insights - Oversaw specific market research as it related to development of key brand messaging, competitive analysis, and impact of marketing efforts with target audiences.

• Web Site Development & Social Media Management - Managed information architecture and redesign of the company's main website and other micro-sites specific to new campaigns, targeted marketing programs and product launches. Developed and managed the company's social media efforts.

• International – Worked closely with brand and advertising executives within Aflac Japan on the integration of the Aflac Duck and brand standards into their marketing efforts for the Japanese market. Al Johnson – Resume – Page 2

• Strategic Alliances – Initiated and grew relationships with co-branding partners including Disney-Pixar, Universal Studios, Paramount Pictures, and Macy’s Department Stores.

• Print Collateral & Point of Sale – Managed the department that handles the development, revisions, and printing of more than 8,000 brochures and forms used to market and sell the company’s products and services.

• Media Planning & Buying –

o Television – Directed the media agency on the development of yearly media plans, “upfront” media schedules and opportunistic media buys around special marketing programs. o Print – Created print media buys focused on consumer, business-to-business, and specialty market publications, including corporate image and investor relation publications. o Radio and OOH – Developed national and regional radio media plans focused on specific sales objectives and needs of target markets.

o Online, SEO/SEM and New Media – Coordinated online media buys around marketing campaigns including search engine marketing and search engine optimization efforts.

• Sports Marketing – Built and developed the company’s sponsorship department to drive brand awareness, understanding and sales, including Aflac’s NASCAR race team and official sponsorship of NASCAR, the Aflac All- American Baseball Game, the Aflac Iron Girl Event Series, and other regional sports partnerships.

• Branded Incentives & Merchandising – Responsible for review and approval of incentive items the company produces for sale to the public, philanthropic fundraising efforts, and use in the sales process.

• Philanthropy – Managed the company’s philanthropy department to include the relationship with the Children’s Oncology Group (COG), Children’s Healthcare of Atlanta (CHOA), and the company’s partnership with COG and CHOA through the Aflac Cancer Center. Oversaw the company’s pediatric cancer fundraising and awareness efforts on a national level through our sponsorships and co-branding partners. Creative Awards and Accolades

2002 Gold EFFIE Winner

2002 Financial Communications Society Winner – Best in Show

2003 Gold Midas Trophies

Campaign

“Berra at the Barber” Commercial

2004 Grand Gold American Marketing Effectiveness (AME) Winner for Financial Services

2004 Financial Communications Society Winner – Best in Show

2005 Advertising Icon Walk of Fame Inductee

2005 MarCom Award Winner

Platinum Award “Vote for the Aflac Duck”

Platinum Award “Experiment Commercial”

Gold Award “Aflac All American Baseball Classic”

14 Advertising Age “Top Spots” of the Month

11 AdWeek Best Spots of the Month

Advertising & Communications Manager July 1998 to August 2000 Continental Tire NA, Incorporated Charlotte, North Carolina Managed and directed company’s advertising, marketing and communications efforts for its passenger and light truck replacement division. Total budget management included an $8.5 million advertising budget and a $12 million cost of sales budget. Responsibilities included overseeing internal staff, various agency partners, and the following:

• Strategic Planning – Worked in partnership with other departments to develop the 5-year divisional strategic plan. Created, executed and managed the division’s yearly advertising and communications plan.

• Brand Positioning & Creative – Developed and directed all value propositions, identities and communications of the company brand, Continental Tire, and General Tire brand to various target audiences. Responsible for all marketing and advertising creative of the Continental and General Tire brands.

• Media – Managed and directed outsource partners on national consumer media planning and buying. Handled B2B media buying, including planning, negotiating and scheduling.

• Sales Promotions & Programs – Created national promotions utilizing brand positioning with high profile, strategic partners such as Amazon.com, Panasonic, Nintendo, Sony, Columbia Sportswear, Six Flags Theme Parks and TaylorMade Golf at more than 3,500 retail outlets. Responsible for the creation of point-of-purchase materials and execution of radio partnerships in key markets where trade of product for airtime was involved.

• Public Relations – Primary contact between media and executives of division for information and communication related to the division. Managed outsource partners for trade and consumer public relation strategies and tactics.

• Trade and Consumer Marketing Tools – Developed marketing tools including new product launch kits, product and price catalogues, program materials, consumer product brochures and literature, and warranty packages. Al Johnson – Resume – Page 3

• Internet – Redeveloped overall Internet plan, including the redesign of the company, Continental Tire, and General Tire brand sites to consumers and trade audiences.

• Internal Communications – Created quarterly “Team PLT” divisional meetings. Responsible for communication of the marketing department’s project status and success to internal employees and field representatives. Senior Account Supervisor September 1997 to July 1998 The Zimmerman Agency Tallahassee, Florida

Responsible for the agency’s business-to-business clients including:

• Increased revenues 26% for a $55 million international software company

• Managed a $950 million California grower-owned food cooperative with a $2.5 million B2B marketing budget

• Developed integrated marketing effort for a golf resort and spa to increase overall business

• Worked with the agency’s principals on the development of new business. Senior Account Supervisor June 1996 to September 1997 Meridian Communications Lexington, Kentucky

Senior account person on the agency’s largest client:

• Valvoline Instant Oil Change (VIOC)

o Spearheaded strategic marketing plan of all franchise locations in the Eastern US and Puerto Rico o Increased average revenue for franchisees by 21.1% and average car count per day by 7.6%

• VIOC’s Franchise Sales & Development Department

o Handled the B2B marketing of the department to create a more qualified franchise lead Senior Account Manager March 1992 to June 1996

Christian & Associates Advertising Raleigh, North Carolina Responsible for the agency’s four largest clients

• Accounted for 49.4% of the company’s billing and increase revenues by 19.8%

• Worked with clients and account staff to develop strategic, integrated marketing plans

• Drove the growth of the agency through new business development Account Executive August 1990 to February 1992

The Village Companies Chapel Hill, North Carolina

Coordinated cooperative advertising programs in regional shopping centers throughout the US

• Increased program participation by 25.6%

Education

The University of North Carolina Chapel Hill, North Carolina Bachelor of Arts – English Literature Graduated 1990

• Member of the varsity football team – lettered senior year

• Self financed 40% of college education

• Member of Lambda Chi Alpha fraternity

References

Available upon request

Contact this candidate