Sales Marketing

Paul T. Bona

520-***-**** ******@*****.***

http://www.linkedin.com/in/paulbona

PROFILE

DIRECT TO CONSUMER SENIOR EXECUTIVE

20+ Years of Marketing Experience in Customer Centric Environments

Accomplished Executive who possesses a combination of strategic long term vision and hands on,

results driven focus; a cross functional professional with outstanding leadership skills, unsurpassed

expertise in identifying talent, team building and the ability to teach, delegate, motivate and hold

individuals accountable. Is known for high degree of personal integrity, contagious passion for excellence,

resourceful business solutions and decision making abilities; comfortable communicating and

collaborating with Executives, management, associates, vendors and customers. Experienced in

managing complex, multi divisional organizations and/or those that are distressed and in need of turn a

round or to be phased out; a KPI master who works magic with a P&L. Key contributor to enterprise level

strategy, strategic and operational planning and financial budgeting. Works the strategic and operational

planning process from conception through implementation; operates cross functionally within all areas of

an organization; hands on in development of processes, procedures, promotional, testing and eventual

analysis.

CORE COMPETENCIES

• Strategic Planning & Forecasting • Key Performance Indicators (KPI) • P&L Management

• Profitability Analysis • Break Even Analysis • Financial Forecasting

• Database Management & • Due Diligence Analysis • Mergers & Acquisitions

Analysis

• Vendor Analysis/Management • Circulation Planning • B2C & B2B

SELECTED PROFESSIONAL ACCOMPLISHMENTS

Created improved website to increase sales, market share and profits; researched possible reasons

for declining sales, met with entire staff to determine who, why, what, etc. and realized sales were being

lost due to a slow and inefficient customer ordering website. Brought in subject matter expert (SME) with

direct e commerce, fixed all website issues and kept control in house. IMPACT: After resolving

customer issues, sales increased 10% first year and improved going forward.

Designed, created and managed proprietary credit department to promote loyalty and increase

revenue. Recognized an opportunity by having an in house credit system; researched with SME’s,

developed an in house credit group, successfully launched the new product, opened, managed, promoted

and handled the small amount of bad debts. IMPACT: Proprietary credit customers were 3 – 5 times

more profitable than bank card/cash customers, the eventual 1M accounts produced $150M in

revenue at 10% EBITDA.

Directed the marketing, credit, database, print and paper advertising and general financial due

diligence of four major catalog company acquisitions; purchasing these companies out of bankruptcy

provided an opportunity for the organization to grow and increase profitability. Centralized all

departments, instituted direct mail philosophy, brought in credit plan and converted both business and

cultural philosophies from old company mentality to new organizational philosophy. IMPACT: The parent

company increased revenue by $140M with EBITDA of $5M within 12 months for the acquired

companies.

Eliminated non profitable catalog efforts to increase profit for the organization; the division was

implemented without adequate strategic planning and analysis and had been operating at a loss since

inception. Researched to see if the division could be profitable, created strategic business plan and

analysis for current status and future potential and recognized it would not be profitable, thus eliminated

the division. IMPACT: The elimination of the division saved $600K annually of EBITDA.

EDUCATION

Master of Business Administration Marketing

Loyola University of Chicago, Chicago, IL

Bachelor of Science in Business Administration Marketing

St. Louis University, St. Louis, MO

Paul T. Bona

Page 2

PROFESSIONAL EXPERIENCE

TRISPORTS/BOSTON APPAREL GROUP/BASS PRO SHOPS, AZ, MA, MO 2010 &

2012

Consultant

• Operated in a consultant capacity by developing profitability analyses, marketing plans, business

analyses, etc.

• Collaborated with all divisions throughout organizations.

• Provided analysis and evaluation of current marketing procedures, development of customer file and

sales forecasting models, development of promotional sequencing and profitability assessments.

• Conducted corporate direct to consumer ecommerce, print profitability and strategic planning analysis.

• Identified marketing, financial growth and profitability risks and opportunities.

• Developed P&L’s for current and forecasted promotional efforts.

BOSTON APPAREL GROUP, Taunton, MA 2011 – 2011

SVP Marketing/Credit

• Oversaw all marketing, ecommerce and credit, advertising, promotional strategic and operational

planning and execution, sales budgeting and forecasting.

• Provided financial input, coordination and collaboration of marketing, creative and merchandising

efforts to assure P&L success, sales growth and EBIDTA maximization.

• Managed, evaluated and reported on the status of the business, provided long and short term cross

functional planning, evaluation and implementation, communicated objectives and status with

management and the organization, made decisions and continually built vendor relationships.

CROSSTOWN TRADERS, INC., Tucson, AZ 2002 – 2008

Chief Marketing Officer/EVP Marketing

• Oversaw corporate marketing catalog, ecommerce, proprietary credit functions and advertising strategy

for 10+ divisional catalogs and websites, $450M+ in sales and $250M in advertising.

• Ensured P&L success, sales growth, advertising optimization and EBITDA maximization.

• Managed, evaluated, made decisions and reported on the status of the business, provided long and

short term cross functional planning, evaluation and implementation, communicated objectives and

status with management and the organization and continually communicated and built vendor

relationships.

FINGERHUT COMPANIES, INC., Minnetonka, MN 2000 – 2002

VP Strategic Marketing/SVP Marketing

• Oversaw all marketing, ecommerce, advertising, promotional strategic and operational planning and

execution, sales budgeting, forecasting and financial input.

• Responsible for P&L success, sales growth and EBIDTA maximization.

• Handled strategic business unit (SBU) marketing relationships, database development, cross file

promotional strategy, development and implementation.

• Managed, evaluated, made decisions and reported on the status of the business, provided long and

short term cross functional planning, evaluation and implementation, communicated objectives and

status with management and the organization.

FIGI’S FOOD & GIFTS, INC., Marshfield, WI 2000 – 2000

President

• Oversaw all areas of organization including: Finance, marketing, merchandising, creative, inventory

planning, customer service and distribution.

• Responsible for revenue and EBIDTA stability, growth and operational efficiency.

• Evaluated business and financial success, employee relations, customer satisfaction.

• Communicated internally and with corporate on business operations.

Paul T. Bona

Page 3

ARIZONA MAIL ORDER Co., INC., Tucson, AZ & Greenwich, CT 1993 – 2000

SVP Marketing

• Oversaw corporate marketing operations for catalog and ecommerce, proprietary credit and advertising

strategy for the base 10+ divisional catalogs and websites.

• Responsible for P&L success, sales growth, advertising optimization, EBITDA maximization.

• Performed due diligence of four major catalog company acquisitions.

• Revamped marketing, advertising and promotional strategy for acquired companies.

• Assimilated and integrated acquired companies into base business operations, business philosophy

and culture. Responsible for P&L success, sales growth, advertising optimization, business philosophy

and culture.

• Managed, evaluated and reported on the status of the business, provided short term cross functional

planning, evaluation and implementation, communicated objectives and status with management and

the organization, and made decisions.

ARIZONAS MAIL ORDER Co., INC., Tucson, AZ

VP Marketing/Director of Marketing

SPIEGEL, INC., Oak Brook, IL

Assistant Circulation Manager/Circulation Policy & Research Analyst

ALDEN’S, INC., Chicago, IL

Marketing Analyst

LIBERTY MUTUAL INSURANCE CO., Chicago, IL

Outside Claims Adjuster – Worker’s Compensation Specialist

Contact this candidate