Marketing Manager

ROMAN VEGA

**** ***** **** **** . ***********, MD 21029 . 404-***-**** .

*************@*****.***

CAREER SUMMARY

Senior marketing and advertising leader with over 20 years of experience

creating cutting-edge marketing campaigns for some of the world's most

recognized brands. Possess domestic and international experience in

multiple categories with expertise in sports, footwear, apparel, airline

and beverages. Results-driven professional with proven success in

developing brand architecture, consumer segmentation, brand strategies and

positioning, while working in small and large cross-functional

organizations.

WORK EXPERIENCE

Under Armour - Baltimore, MD

July 2014 - April 2015

Senior Category Director - Basketball

Led an international cross-functional team to drive growth of the Under

Armour Basketball brand and business through the development and execution

of powerful go-to-market strategies and initiatives.

. Managed the integration and execution of the international Curry One

launch, which resulted in the strongest footwear launch in the history of

Under Armour and 70+% sell-thru.

. Led a 7-person team consisting of Brand, Sports Marketing and

College/Grassroots Marketing with a budget of nearly $19M.

. Authored the athlete positioning plans for Stephen Curry and Emmanuel

Mudiay, which drove their consumer facing positioning in the marketplace.

. Championed the go-to-market process with an international cross-

functional team, which resulted in $66M in revenue in 2014 and increased

consumer adoption.

. Responsible for and influenced decisions pertaining to brand, digital,

social media, sports marketing, grassroots, retail, events, distribution

and product creation.

. Assisted with the managing of athlete and agent relationships for Stephen

Curry, Emmanuel Mudiay, Kemba Walker and Greivis V squez.

. Managed the day-to-day relationship with the NBA, which resulted in a

deeper partnership between Under Armour and the NBA.

New Era Cap Company - Buffalo, NY

July 2013 - March 2014

Director of Category Brand Marketing

. Implemented the category offense in Sport and Culture, which resulted in

integrated product and marketing stories and stronger alignment between

Product, Marketing and Sales.

. Assisted the VP Marketing with setting the strategic brand direction,

which resulted in a globally unified and consistent brand voice and

position in the marketplace.

. Within 3 months, was given additional responsibility to oversee a team of

8 people between Category Marketing and Brand Design.

Orlando Magic - Orlando, FL

September 2009 - March 2013

Vice President of Brand Management

. Oversaw the day-to-day operations of the 37-person marketing department,

which included: Brand Management, Event/Game Presentation and Broadcast

Production, with a budget of $4.6 million.

. Championed the development and implementation of the inaugural brand

architecture, which resulted in a unified strategic marketing foundation

for the entire organization.

. Selected as the Orlando Magic Team Synergy Award recipient in first year

of leading the marketing department, which is the highest departmental

award given out annually by the organization.

. Personally selected by the Chairman of the Metro Orlando Economic

Development Council to participate on the Regional Branding Committee

responsible for developing a brand campaign touting the business

advantages of the City of Orlando.

. Led the submission process for the prestigious Sports Business Awards,

which resulted in winning Facility of the Year in 2012.

. Managed the creation and launch of a new Orlando Magic primary logo.

Nike, Inc - Beaverton, OR

November 2001 - May

2009

Global Brand Leader - Nike Basketball

March 2008 - May 2009

Provided strategic leadership and communicated Nike Basketball's

positioning, while representing the voice of the consumer, thus ensuring

a consistent and integrated brand message throughout the world.

. Appointed to help spearhead the global consumer insights process to

develop seasonal concepts, which provided marketing and product platforms

for global and regional functions.

. Assisted with the development of the inaugural global brand plan for Nike

Basketball.

. Managed the global process to aid regions in developing and executing

regional marketing plans for LeBron James.

. Led a cross-functional team through the go-to-market process, which

provided marketing, product and retail tools to the United States, China

and Europe.

. Assisted with the development of a global consumer segmentation model for

Nike Basketball.

Brand Manager - Jordan Brand

July 2004 - March 2008

. Co-managed the launch of the Become Legendary campaign, which resulted in

increased market share and revenue.

. Championed the development, integration and execution of the FY '05, FY

'06 and FY '07 marketing plans, which helped contribute to the Brand's

growth of 15%, 43% and 9% respectively.

. Led or co-led the creation of annual $20-$37 million

marketing/advertising campaigns, which helped increase market share in

the basketball footwear category to 33% and grew total revenue from $260

million to $745 million.

Roman Vega

Page Two

Brand Manager - Jordan Brand (con't)

July 2004 - March 2008

. Managed the development, integration and execution of the AJ XX, AJ XXI

and AJ XXII marketing campaigns, which resulted in a Gold Effie for the

AJ XX campaign and 85% sell-thru of the footwear in 2005, 2006 and 70% in

2007.

. Authored and managed the integration and execution of the Holiday '04-'06

Carmelo Anthony marketing plans, which resulted in 75% sell-thru of the

footwear and one of the best liquidating apparel collections for the

brand.

. Co-led the development of a consumer segmentation model, which resulted

in more strategic and segmented marketing strategies.

. Developed and implemented athlete positioning statements for Derek Jeter

and Carmelo Anthony.

. Led a cross-functional team in planning, strategic and creative

development and execution for one of the premier national high school all-

star basketball games, the Jordan Brand All-American Classic, from 2002-

2007.

. Launched the inaugural Jordan Lifestyle apparel collection, via a music

video, featuring Common, Carmelo Anthony, Terrell Owens and Quentin

Richardson, which resulted in a Gold and Silver Effie.

. Managed Jordan Corporate Responsibility initiative, Jordan Fundamentals,

which provided $1 million annually to teachers who served economically

disadvantaged students.

. Involved with the management of athlete and agent relationships for

Michael Jordan, Derek Jeter, Carmelo Anthony, Chris Paul, Terrell Owens,

Richard Hamilton, Ray Allen, Josh Howard, Joe Johnson, Mike Bibby,

Michael Finley, Quentin Richardson, Warren Sapp and Roy Jones, Jr.

Senior Advertising Manager - Jordan Brand

November 2001 - June 2004

. Championed the creative development of all advertising initiatives, which

included: strategy development, writing creative briefs, collaborating

with product teams, leading the advertising agency and managing the $18

million advertising budget.

. Oversaw the creation of the brand-building Love campaign, which

contributed to the Brand's growth of 15% in FY '03.

. Led the effort to produce the first ever documentary by the Jordan Brand,

Sweet Science, which resulted in an airing on ESPN2 and being named one

of the top 10 non-traditional ideas of 2003 by Advertising Age.

. Supervised the development and execution of the FY '04 Carmelo Anthony

marketing plan.

The Coca-Cola Company - Atlanta, GA

July 1998 - November 2001

Advertising Manager - Coca-Cola North America Consumer Communications Group

February 2001 - November

2001

. Oversaw creation and implementation of the $22 million POWERADE Very Real

Power advertising campaign, which resulted in increased awareness, sales

force/bottler acceptance, and a Gold Effie.

. Led cross-functional team through the selection process for an agency of

record for POWERADE.

. Managed relationships with Warner Brothers/Harry Potter, Christina

Aguilera, ESPN, NFL, NASCAR and NHL during creative development of

partner advertising initiatives for brand Coca-Cola and POWERADE.

Marketing Services Manager - Latin America Group

April 2000 - January 2001

. Managed the creative development process to provide pan-regional

marketing support for all countries in Latin America, which included

strategy development, writing creative briefs, collaborating with brand

teams and cultivating client/agency relationships.

. Co-led the advertising agency of record selection process for brand Coca-

Cola and Sprite.

. Coordinated the planning and creative development of the brand Coca-Cola

television commercial featuring Christina Aguilera.

Assistant Advertising Manager - Corporate Advertising

July 1998 - March

2000

. Co-led a cross-functional team responsible for the development of the We

Go Together global advertising campaign for brand Coca-Cola and

McDonald's, which resulted in a 10% increase in sales, an increase in

preference, store visits and awareness.

. Championed the advertising for Fruitopia's 1999 new flavor launch of

Kiwiberry Ruckus, which at the time was the most successful new flavor

ever introduced by Fruitopia, fueling the brand's annual growth rate of

26%.

Managed the advertising requirements for Africa, Portugal and Spain.

DDB - Dallas, TX

March 1995 - July 1998

Account Executive - American Airlines International

August 1996

- July 1998

Field Account Executive - Pepsi - Minneapolis, MN

May 1996 - July 1996

Assistant Account Executive - American Airlines

March 1995 -

April 1996

. Helped implement the first international television and print campaign

for American Airlines throughout 27 countries, which resulted in a

unified advertising campaign and the achievement of cost-savings and

efficiencies.

. Selected to help lead the development and implementation of the Pepsi

Stuff Program in Minnesota, which resulted in an 8% volume increase

versus pre-program time frame.

Martinez Group International - Dallas, TX

June 1994 - March 1995

Account Executive - Frito-Lay and Greyhound

. Assisted in the development and implementation of Hispanic community

relations programs for Frito-Lay and Greyhound.

EDUCATION

Wichita State University, W. Frank Barton School of Business - M.B.A.

Marketing / Management, December 1993

Emporia State University - B.S. Marketing, May 1992 (Men's basketball team)

Cowley County Community College - A.A. Marketing, May 1990 (Men's

basketball team)

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