Marketing Sales

MICHAEL O’CONNELL

Tampa/St. Petersburg, FL 401-***-**** ***********@*****.*** linkedin.com/m-o-connell

SENIOR MARKETING EXECUTIVE

QUALIFICATIONS SUMMARY

My proven marketing record demonstrates substantial revenue increases by ensuring the customer knows who you are, understands your product and is influenced to purchase. Building global brands like Godiva Chocolates, Vicks, Samsonite, Braun and Honeywell, I devised industry leading initiatives for Fortune 1000’s and developed startups into category leaders.

Combining both the science and art of marketing, I deploy cutting-edge analytics to strategically target key market segments and ensure sales success with effective, award winning advertising programs that:

Extend market reach with effective messaging and delivery

Maximize social media, e-commerce and search engine management channels

Employ analytics to optimize product development, advertising and sales through strategic planning

Boost customer base with productive lead generation

Open new markets with targeted messaging and successful marketing tactics

Provide marketing direction for B2B/B2C go-to market strategy, media, & brand messaging

Viral/Guerilla/Event Marketing

NOTABLE MARKETING ACCOMPLISHMENTS

Positioned Company as Fastest Growing New Tech Firm.

American Bio Physics developed a new to market product, the Mosquito Magnet. Led intensive analytics, developing global marketing effort, along with innovative guerilla advertising and radio campaign.

Results: Named Inc. Magazine’s fastest growing new technology company, growing sales 26,000% ($0-$66M) over a 3 year period.

Propelled Startup to Category Leader.

Health and beauty client, CryoMax sought product launch program. Led focus groups and developed analytics, creating strategic plan for logo design, packaging, and sales materials. Created B2B marketing, attracting Walgreen’s, Kroger, and CVS, among others.

Results: Revenue grew to $14M over a 5 year period.

Developed Effective Online Campaign.

Global distributor, Honeywell, needed website and internet marketing campaign. Boosted lead generation with personalized URLs for direct sales, devised innovative web program, and created packaging and marketing materials.

Results: Sales growth from $62M to $114M over a 3 year period.

Directed B2B and B2C Product Launch.

Vodka client (Shakers Vodka) was new to the market and had no brand awareness. Led focus group research and analytics, developing viral and traditional marketing program. Targeted the consumer, increasing demand on distributors which lead to an increase in sales of over 30%.

Results: The product grew to be the #18 vodka nationwide with $18M sales.

Turned Around Struggling Manufacturer.

Village Naturals, maker of health & beauty products, was challenged with declining sales. Overhauled marketing from package design to messaging. Improved channel marketing and category management programs. Transformed the product line into a category leader.

Results: Sales increased by 27% in one year. .

Created Powerful Analytics to Boost Sales.

Ashley Furniture HomeStore required lead generation with precision marketing. Developed analytic and tracking programs that evaluated product, markets, and consumer segments. Designed campaign, measuring effectiveness throughout program.

Results: Delivered consistent +50% YOY growth.

CAREER EXPERIENCE

Marketing Consultant – Self Employed: TPI Consulting 2017-present

Consult for various companies for marketing & advertising analytics/research and implement strategic marketing programs. Clients are regional and national such as Argus Dental & Vision benefits, 1-800-ACCEPT-ME, and Tampa Bay 3d Tours.

Chief Marketing Officer, Kane’s Furniture, Inc. 2013 to 2017

Directed and implemented measurable marketing programs for Florida based regional furniture chain with 18 locations.

Social, digital, e-commerce, viral, and traditional advertising platforms have produced an increase in sales from $143M in 2013 to $190M in 2016 (25% growth).

Instituted a new online marketing program with Social & Digital Advertising that drove web site traffic & ecommerce sales up over 60%.

Created and implemented defined ROI analytics for all new marketing programs with a focus on re-targeting consumers.

Manage $20M annual ad budget and a staff of 10.

VP of Marketing, Ashley HomeStore, Texas 2010 to 2013

Implemented data analytics and market research to develop highly productive advertising and marketing programs.

Supervised creation of marketing collateral, managing P&L to ensure profit goals.

Devised online marketing initiatives for greater lead generation and sales.

Managed $7M budget with revenue growth of $12.5 million in 2010 to $25.5 million in 2013 100% increase

Principal/Owner, O’Connell & Associates Inc., 1989 to 2009

Directed highly successful full service marketing / advertising agency serving industry leaders such as Godiva Chocolates, Samsonite, Braun, Honeywell, Vick’s and Sesame Street Children’s products, among others.

Instrumental in developing, designing and implementing behavioral analytics for marketing campaigns and programs.

Managed $25M budget and staff of 30+.

Education:

Providence College, Providence RI BA

Dale Carnegie, Tampa, FL Leadership Academy

Recognition:

My work has been recognized with Telly, Clio and International Davey Awards.

Skill Set Summary:

Branding • Corporate Communication

Marketing Analytics • Business Planning

Pardot/Sales Force • Digital Marketing

SEM / SEO • Merchandising

Market Research • Event Marketing/Planning

B2B & B2C • Digital Media

e-commerce • Product Positioning

Global Web Development & Marketing • Business Planning

Design/Creative • Sales Support

Channel Marketing • Print/Collateral

Team Building & Leadership • Direct Response Marketing

Innovative Marketing Strategies • Project Management

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