Marketing Sales

GEORGE N. KAFTAN

**** *. **** **** *****, #*** • Pompano Beach, FL 33069 • 954-***-**** • ******@*****.***

SENIOR-LEVEL MARKETING EXECUTIVE

OV ERV I EW

I am a dynamic and innovative strategic marketing professional with exceptional planning, management and

analytical skills. Most recently, I have managed multi-channel marketing and lead generation programs for a $100

million business both domestic and international, with accountability for MROI and market-level P&L.

My professional scope encompasses creating and driving strategic brand awareness through multiple digital marketing

efforts including Pandora radio digital ads and landing pages. Development of B2B & B2C database e- mail marketing

promotions, social media, content marketing, PPC (display and text) and redirect campaigns ultimately, influencing

purchasing behavior, and increasing the propensity to respond and convert.

View My Portfolio: HTTP://G3LLC1.WIX.COM/GNKMARKETING

PRO FESSI ON AL E X PERIEN C E

CELSIUS – Negative Calorie Energy Drink (CELH) – BOCA RATON, FL – 2013 – PRESENT

• Vice President of Marketing

Grew strong financial results in third quarter by 66% from comparable year ago quarter, improved margins.

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Created Celsius brand awareness by multiple marketing efforts including Pandora radio digital ads, PR events,

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radio and television interviews, television product placement, database marketing and social digital media

Development database B2B & B2C e-mail marketing promotions, social media, PPC, and redirect campaigns

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Oversee and managed brand equity (including positioning, advertising, packaging, consumer promotion, and

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pricing) and accountable for a $3 million marketing budget

Set strategic direction for the brand through annual marketing plans and on-going business reviews

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Strategically planned all consumer communications- print, TV, DR radio, digital marketing initiatives

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Supported Sales Team and Distributor network to drive sales and address business issues; including

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distribution drives, account presentations and trade shows

Enhancing the development of trade marketing materials and account sales materials including POS and

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selling materials for Vitamin Shoppe, GNC, Publix, HEB, Hiller’s and other national supermarket chains

Set strategic direction with our Public Relations firm on all PR initiatives

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Identifies and executes incremental business opportunities (Amazon.com, Publix Skip The Clip Coupon)

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ON RITE C OMPANY, INC. – FORT LAUDERDALE, FL – 2010 to 2012

• Director of Marketing

Managed strategic marketing initiatives for a $100 million business both domestic and internationally and led direct

marketing program strategy and implementations for 3 brands across markets in the U.S., Canada, Panama, Chile,

Norway and Greece.

• Development of digital and conventional marketing programs including e-mail marketing, promotions, SEO,

SEM, PPC, social media, catalogs, websites and banner ads.

• Developed and managed a $1 million multi-channel marketing budget, with accountability for Marketing ROI

and market-level P&L.

Managed a $500K Direct Mail program, producing an average annual volume of 250,000 mail pieces.

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Grew internet web lead volume by 85% in 6 months after redesign, and over 100% in 12 months, through

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conversion- optimized website and expanded SEO/SEM platform.

Led multi- channel programs in direct mail, email, web, and telemarketing channels, increasing prospect lead

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volume by 12% year- over-year.

Spearheaded the testing and rollout of several private beauty line labels, retail- financing program that has

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resulted in incremental sales of over $1 million, in the first six months and projected to drive annual

incremental system- wide sales of over $3 million.

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CARLS FURNITURE - C OCONUT CREEK, FL – 2007 - 2010

• Vice President of Marketing

Developed and implemented integrated marketing strategies, brand management and market research/analysis for

over 12 showrooms. Provide feedback on performance programs and make r ecommendations to senior staff and store

managers. D evelop and administer a budget in excess of $3.5M.

Generate sales of $175M and work on expense control and success with a $1M marketing expense reduction.

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Developed marketing strategies in electronic media, website, ROP, magazine, POP, Internet, Intranet and all

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collateral. Plan and create direct mail strategies and generate an average 25% rate increase of store traffic.

Developed email and direct mail campaigns to generate sale promotions with a 36% r eturn rate.

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Developed, analyzed, planned and negotiated all media including television, radio, newspaper, and magazine.

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LENDINGONE - BOCA RATON, FL – 2005 - 2007

• Director of Marketing

Managed the marketing function with emphasis on championing the brand and expanding the customer base.

Conceived and implemented integrated marketing communication plans that maintained brand consistency,

maximized effectiveness, met measurable objectives and executed customer relationship management strategy.

Serviced more than 30 Loan Officers in over 11 states with advertising and marketing materials.

Branded LendingOne as the number one rehab hard money-lender with no market presence to a leader in its field

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by increasing sales of more than $40 million in the first year.

Managed sales and marketing including developing strategic business plans, ensuring overall profitability, revenue

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growth, maximum market penetration, brand awareness, sell-through, and client satisfaction.

Achieved sales objectives and profit margins totaling $105 million in annual sales volume.

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Marketing Magic Advertising - Hollywood, FL 2000 - 2005

• Operations Manager/Executive Director of Marketing

Operations Manager for the second largest advertising agency in Broward County, FL. Managed Overall Company

Operations, Marketing and Production. Tracked and analyzed marketing data from sales and developed marketing

strategies for new product rollouts to gain market share in all markets.

Select Clients and Projects

Cunard/Queen Mary 2: Created interactive DVD Mailer to consumer market for the Queen Mary 2. Addy Award.

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Blue Nun Wine: Planned and launched consumer campaign using promotional website, POP, print media, and

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Supermarket end caps. Addy Award.

SunCruz Casinos: Created consumer gaming campaigns through radio, TV, POP, direct mail, and e-mail blasts.

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SeaEscape: Created consumer gaming campaigns through radio, TV, POP displays, direct mail, and e-mail blasts.

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Hotels & Resorts: Cr own Sterling Suites, Embassy Suites, SuperClubs, Crystal Casino Palace

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TINSLEY ADVERTISING - MIAMI, FL 1993 - 2000

• Senior Account Manager

Leading independent marketing and branding advertising agency with billings of $104M, ranked #4 in FL. (www.tinsley.com)

Developed marketing strategies for new product rollouts to gain market share in all markets.

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The Florida Keys: Increased consumer bed rate 400% through billboards, consumer magazines, print collateral, and TV.

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Mayor’s Jewelers: R e-branded Mayor’s as the premier jeweler through print collateral, direct mail, promotions,

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in- store signage, and private Shows

Occidental Hotels/Allegro Resorts: Branded client for international consumer travel through consumer travel

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magazines, POP materials for travel agents and print collateral for sales team.

Franchise Marketing - Kenny Rogers Roasters, Miami Subs, and Subway DMA Franchisees.

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A REAS O F EX PERTIS E

• Targeted Digital Marketing Strategies • Budget Control • Campaign Planning & Execution

• Research Analysis / Analytics • Strategic Market Planning • Brand Management • Interactive Email Campaigns

• Social Media / Viral Marketing • Web Site Development & Management • Direct Mail • Public Relations

E DU C A TI ON

The School of Visual Arts, New York, NY

COMPUTER SKILLS

Microsoft Office (Word, Excel, PowerPoint) Adobe Products, Constant Contact

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