https://www.linkedin.com/in/tonysciolla 760-***-**** ■ email@example.com Senior Marketing Executive
Igniting Brand Awareness ■ Increasing Market Share ■ Driving Double-Digit/Multimillion-Dollar Sales Growth Traditional and Online Marketing ■ B2B and B2C ■ Diverse Industry Experience Strategic, business-driven, and classically trained marketing leader and dynamic communicator with an impressive track record in generating breakthrough results for diverse companies. Proven strengths in evolving knowledge, skills, and expertise as marketing adapts to new technologies and changing customer needs. Career highlights:
Transformed a 35-year, $500M commercial insurance firm lacking meaningful positioning and undefined image into its next level of success/perception and today is a premium/leading brand in its market with $1B in revenue.
Championed new vision, differentiated value proposition, game plan, team, and strategy encompassing all traditional marketing elements and recast of company mission, vision, core values and strategic imperatives in 12 months.
Generated double-digit sales growth in Kiosk movie rentals vs. existing unbranded units for TNR Entertainment and positioned it as lead competitor to Redbox in DVD movie rental kiosk business by driving retooled marketing approach.
Developed marketing game plan in first 8 months and created and launched new branded business approach with new name, value proposition, identity, and merchandising program.
Generated $50M and $35M respectively in 1st year of orchestrating new product introductions for Miller Sharps (Miller branded non-alcoholic beer entry) and Lowenbrau Light (licensed Lowenbrau beverage line extension).
Led comprehensive product and market development effort for national and test market introductions, including market analysis, concept/product development, positioning, brand imagery, promotion, and go-to-market sales plans. Core Competencies:
Strategic Marketing Planning Brand Identity & Positioning New Business Development Value Proposition Creation Market Research & Competitive Analysis New Product Development Web 2.0, SEO & SEM Customer Engagement & Satisfaction Team Development, Mentoring & Leadership P&L Management Professional Experience
Chief Marketing Officer – The RS Group, Carlsbad, CA 2012 – 2018 Provide marketing leadership and served as a team member in support of The Ken Blanchard Company’s New Channel Partner Business Initiative / Unit. Led development of annual channel business and marketing plan, partner benchmark survey, and channel conference while driving ongoing sales analysis, customer communications, and other ad hoc marketing projects. Past clients with The RS Group include The San Diego Chargers, Global Icons Licensing, and Scholastic Book Fairs.
Grew year 1 sales by 75% ($800K) for Channel Partner Unit through spearheading its first comprehensive go-to-market business plan.
Drove channel sales growth from $1.2M to $3.2M+ by creating channel partner benchmark survey that measured partner perceptions and established a strategy for improvements in company image, product solutions, and customer support.
Engaged partners by developing quarterly partner newsletter that reinforced sense of community and strengthened Channel Group’s image, solution, and service performance as evidenced in annual benchmark survey/metrics.
Aligned quarterly partner newsletter on market developments, solutions/updates, services, and events. Vice President, Enterprise Marketing – ICW Group Insurance, San Diego, CA 2008 – 2011 Drove modern-day, game-changing marketing initiatives that helped transform a $500M privately held financial services company into a premium brand and paved way for its next level of performance. Directed marketing planning, strategy, and execution for corporate as well as business units. Managed $4M budget, 8-person team, and outside agency resources. Tony Sciolla – Page 2-760-***-**** ■ firstname.lastname@example.org
Orchestrated new corporate brand strategy and customer-focused positioning concept that was embraced by company management and associates.
Performed customer research, launched new positioning proposition and new identity elements, and aligned marketing, solution and service dimensions in support of new direction. Integrated positioning into key company culture.
Centered marketing plan on fostering cross-functional support, integrating outside service providers, and hiring and building internal marketing team and capabilities.
Created new sense of purpose, energy, and focus among 500+ associates, and inspired organization to build to $1B in written revenue with clients by pioneering high-impact corporate marketing plan to complement new brand positioning. Chief Marketing Officer – TNR Entertainment, Houston, TX 2006 – 2007 Hired to propel national growth and expansion in the new self-serve, automated DVD movie rental kiosk market for an early stage company that had secured 2 rounds of private investment. Strategized, formalized, and executed comprehensive marketing program to help expand company from regional to national footprint with Kroger as major national customer. Managed $2.5M budget and built a strong team of 4 marketers to drive customer focus and business performance.
Cultivated new level of focus, energy, performance and excitement to the early stage company by researching, building, and launching its first, customer-oriented marketing plan and program within 90 days.
Conducted consumer and market research, executed retail audits, restructured group, enlisted new outside partners, and updated graphics for new/existing kiosks and improved in-store merchandising activities.
Led product concept, name research, and graphic identity direction for new Movie Cube brand/name and introduced the new “Movie Cube” positioning on all new TNR Kiosk rollouts.
Launched new “Movie Cube” branded kiosk units that generated 12% more sales lift in kiosk movie rentals vs. existing generic in-market kiosks.
Vice President of Brand Extension Sales – Equity Management, San Diego, CA 2002 – 2006 Brought in by the world’s leading corporate trademark licensing agency to develop and managed client licensing programs and prospect and sell brand license deals. Leveraged major brand consumer products and corporate experience to build out equity expertise in both managing and selling major licensing ideas.
Developed and sold Morton Salt Licensing Program within 60 days of finalizing contract that garnered strong feedback from organization as new standard in selling tools and aids to support sales team license development.
Dramatically expanded Kawasaki client license development and revenue and presented a 20-year multimillion-dollar licensing proposal aimed at a broader array of consumer electronics licensing.
Kawasaki proposal included $250K advance and $5M financial guarantee over term of deal. Vice President of Marketing – Buy.com, Aliso Viejo, CA 2000 – 2001 Orchestrated comprehensive branding and marketing program for an early e-Commerce market competitor. Directed both traditional and online marketing activities that gained support from a wide array of cross-functional business leaders, including branding, advertising, PR, creative service, sponsorships, direct marketing, affiliate, and email marketing. Managed $55M budget and 8-person team.
Played major role in driving record E-commerce revenue of $800M at end of 2000 by conceptualizing, developing, and launching company’s first ever marketing plan in first 8 weeks of employment.
Innovated differentiated brand positioning with new marketing campaign and advertising program anchored in the customer buying experience (“Mission Buyers Buying Machine”) in collaboration with Rubin Postaer & Associates. Vice President of Marketing – NFL Properties, New York, NY 1997 – 1998 Hired to oversee national fan advertising/media, research, annual divisional planning, consumer licensing, and sponsorship support and promotion for NFL’s Marketing, Sponsorship, and Licensing Division. Viewed as an optimal personality fit and experience to operate effectively with existing associates with the specific goal of revitalizing associates’ confidence in marketing leadership. Managed $5M budget and 5-person team.
Improved trust, respect, and relationships between marketing and business units by creating a relationship development plan that actively engaged unit leaders and their direct reports in service improvement efforts and relationship building. Tony Sciolla – Page 3-760-***-**** ■ email@example.com
Orchestrated new, more effective approach to annual planning that was greeted with tremendous enthusiasm.
Improved planning approach including Kickoff mindset event featuring streamlined content development, new idea thinking, and one of the world’s leading marketers (Sergio Zyman, former VP of Marketing at Coca-Cola). Summary of Prior Experience (additional details available on LinkedIn): Vice President of Marketing & Channel Sales / Director of Marketing – The Upper Deck Company. Expanded trading card market share and drove $31M in profit in 1996 by establishing goals, strategies, and action plans for new marketing program. Brand Manager / Manager of New Products – Miller Brewing Company. Generated $50M in the first year of introducing Sharp’s non-alcoholic beverage and $35M in first year of launching Lowenbrau Light nationally. Developed Miller Reserve from concept to test market introduction.
Early Career: Account Supervisor – BBDO Chicago Advertising; Account Executive – DDB Needham Chicago Advertising; Marketing Assistant – Quaker Oats Company; Sales & Marketing Representative – Academic Financial Services. Education / Additional Information
Bachelor of Arts, Sociology – University of Pennsylvania Quarterback for Penn Quakers
Professional Development – Diversity Training, Miller Brewing; Presentation Training, DDB Needham Chicago; Situational Leadership Training, Certified in Ken Blanchard’s Situational Leadership; Team Training, Ken Blanchard Companies. Interests – Avid sports enthusiast, runner (San Diego and Rock N’ Roll Marathons); youth sports coach