Director of Marketing and PR Communications

KEVIN D. SMITH

PR AND MARKETING EXECUTIVE **** Laurel Oak Drive

Suwanee, GA 30024

Phone: 678-***-****

Email: ************@***.***

SUMMARY OF QUALIFICATIONS

Accomplished PR and marketing communications professional with a proven track-record leading teams

that successfully elevate and advance global brands. Extensive experience from broad-based

professional roles in product, corporate and motorsports communications as well as product marketing

and experiential promotion through all forms of media. Adept at developing and activating innovative

communications strategies that consistently exceed expected results. Proficient in providing PR counsel

to company executives. Sustains excellent media relationships.

CAREER PROGRESSION

MIGHTY DISTRIBUTING SYSTEM OF AMERICA, LLC - Norcross, GA Dec., 2014 – Present

(Distributor of Mighty auto parts, chemicals and lubricants to franchisees in North America.)

Director of Marketing and Public Relations Dec., 2014 – Present

Responsible for the strategic development, planning and execution of all marketing communications,

trade show exhibits, promotional events and public relations communications for Mighty in North America.

• Within the first month, planned all print and electronic media placements for the calendar year

working within pre-defined budgets and solidified all insertion orders.

• Within the first two months, directed the conception, design, construction and deployment of an

entirely new trade show exhibit.

• Within the first three months, conceived, orchestrated and implemented an all-new ad campaign

designed to more consistently and powerfully convey Mighty’s core business proposition and

increase awareness.

LOTUS CARS USA, INC. - Lawrenceville, GA Sept., 2008 – Aug., 2014

(North American distributor of Lotus automobiles, parts, and accessories to retail dealer network.)

Marketing and Public Relations Communications Executive Sept., 2008 – Aug., 2014

Responsible for the strategic development and execution of all marketing communications, promotional

events, experiential activities and product, corporate, executive and motorsports communications for

Lotus in North America. Adept at finding creative ways to maximize return on investment, spreading finite

budgets far to gain greater marketing exposure and press coverage.

• Directed launch of Evora in North America including strategic development of overall launch plan,

scheduled media placements, exhibits at major auto shows, involvement in events such as the

Pebble Beach Concours d’Elegance, Monterey Motorsports Reunion weekend, Legends of

Motorsport vintage racing events, multi-city Lotus Evora exhibits and test drive opportunities

integrated into luxury lifestyle events and activation at select American LeMans Series races.

• Achieved highest share of automotive, lifestyle, electronic and social media coverage in Lotus’

North American history as a result of an innovative layered launch strategy for Evora.

• Orchestrated North American exposure for several Lotus concept vehicles first revealed at the

Paris Motor Show in September, 2010 and later at the Los Angeles Auto Show in November,

2010.

• Strategic development, planning and orchestration of 48-city Evora Open House events across

the US and Canada to initially show and provide test drives in early pre-production Evoras

generating over 150 pre-sold cars at launch.

• Led the world for Lotus with North American Evora sales volume a full 60 percent of global sales.

GENERAL MOTORS - Detroit, MI Aug., 2004 – Aug., 2008

(One of the world’s largest manufacturers and distributors of automobiles, parts, and accessories.)

Manager, Cadillac Communications June, 2005 – Aug., 2008

Responsible for the strategic development and management of all product, corporate, executive and

motorsports communications for 11 Cadillac products selling 235,000 units annually in the U.S.

Responsible f or t he o ngoing m ultiple a ward-winning l aunch o f t he 2 008 C adillac C TS. L ed

communications team of four.

• Instrumental in helping orchestrate Cadillac’s ongoing renaissance and improving the public’s

perception of the new Cadillac.

KEVIN D. SMITH page 2

W orked v ery c losely w ith C adillac P roduct P lanning t o d efine p roduct d ifferentiating

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characteristics and with Global Marketing to fully integrate all marketing and PR messaging and

communications.

Charged with keeping Cadillac products, key executives, marketing initiatives, Team Cadillac

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racing activities and dealerships positively represented in the news.

Achieved a consistently high share of voice in major media, growing share of coverage in lifestyle

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and social media and the most positive coverage Cadillac had seen in many years.

Public Relations Manager, Southeastern Region Aug., 2004 – June, 2005

Responsible for the product, corporate and executive communications covering eight General Motors

automotive brands with 45 product lines representing hundreds of thousands of sales throughout the

southeastern United States. Led communications team of five.

SAAB CARS USA, INC. - Norcross, GA Jan., 1987 – Aug., 2004

(National distributor of SAAB automobiles, parts, and accessories to retail dealer network.)

Director, Product and Corporate Communications Feb., 2002 – Aug., 2004

Oversaw t he s trategic d evelopment a nd e xecution o f a ll c orporate, p roduct a nd e xecutive

communications for Saab Cars USA, Inc. with sales volume then totaling 48,000 units annually across the

U.S.. Led communications team of five.

• Consistently achieved extensive media coverage exceeding levels reached before by Saab in the

US through the launches of the 9-3 Sport Sedan and 9-3 Convertible.

• Directed activities for Saab’s involvement in 40 U.S. auto shows annually.

Assistant Manager, Cadillac Communications Jan., 2001 – Feb., 2002

Chosen for special assignment to reinvigorate all product related communications at Cadillac. Selected

specifically for extensive product knowledge, industry expertise and extensive, excellent media relations

needed to ensure successful roll-out of new products. Helped lead communications team of four.

• Managed latter phases of second generation Escalade launch, strategic planning and complete

launch of Escalade EXT, strategic planning and complete launch of CTS, and initial strategic

launch planning for the XLR luxury roadster and SRX mid-luxury crossover.

• Successfully conceptualized, influenced, and launched the CTS’s very effective press launch

campaign that not only exceeded positive press exposure expectations it simultaneously saved

$250K from the original budget.

Public Relations Manager June, 1998 – Jan., 2001

Developed, implemented and measured the success of product launch programs. Enabled Saab to

achieve the highest levels of positive press exposure to date in the U.S. market. Led communications

team of three.

Training Manager Oct., 1997 – June, 1998

Developed and conducted Saab Way product and cultural training for over 3,000 retail and wholesale

personnel. Produced and was featured in product focused sales training videos for the 9-5 and 9-3

models and developed and participated in satellite video sales training conferences.

District Sales Manager Jan., 1994 – Oct., 1997

Responsible for the overall development and effectiveness of the Saab dealers throughout the pacific

northwest. Increased sales in the district by over 50 percent through effective advertising, full utilization of

co-op funds, product knowledgeable sales staffs, and dealer-focused customer satisfaction.

District Service and Parts Manager Feb., 1990 – Jan., 1994

Provided technical, inventory, training, warranty and customer issue resolution support to northwest Saab

dealers. Consistently attained the highest customer satisfaction levels in the Western Region.

KEVIN D. SMITH page 3

District Parts and Accessories Manager Mar., 1988 – Sept., 1989

Helped dealers formulate marketing and merchandising strategies to exceed their parts and accessories

sales objectives. Increased district's parts and accessories sales by 107 percent within 18 months.

Regional Distribution Manager May, 1987 – Mar., 1988

Sole responsibility for Saab's receiving, port processing, shipping, and invoicing over 8,000 autos to over

70 dealers.

Customer Relations Representative Jan., 1987 – May, 1987

Partnered with Saab dealers and customers to orchestrate the fast and fair resolution of customer issues.

PERRY MORRIS CORPORATION - Newport Beach, CA Sept., 1983 – July, 1986

(An equipment leasing and finance company.)

Lease Sales Manager Apr., 1984 – July, 1986

Collaborated with various financial institutions in the presentation of credit packages and assignment of

lease documents. Sold over one million dollars per month in lease contracts to various funding sources.

EDUCATION

UNIVERSITY OF CALIFORNIA, IRVINE Sept., 1981 – June, 1985

Bachelor of Arts degree in Economics with emphasis in marketing.

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