Sales Marketing

MIKE CAPETANAKIS

***** ******** **** ? Plainfield, Illinois 60585-2244 ? (h) 815-***-**** ?

(c) 708-***-**** ? **********@***.***

EXECUTIVE PROFILE: VICE PRESIDENT/ CMO/ MANAGING DIRECTOR

Creative, innovative Marketing Executive with an extensive record of

managing marketing teams, forming strategic alliances and using multiple

channels to increase sales and profits. Specializes in retaining existing

and attracting new customers, creating/launching new products and building

customer databases. Dynamic professional who excels in all forms of Direct

Mail, Email, SEM, Website, Catalog, Telemarketing, Space, Inserts, DRTV,

and Internet marketing. An expert in database marketing and CRM who uses

SEM to produce leads. Hands-on leader who tries new things, leads by

example, writes copy for Online & Offline media and forms internal and

external partnerships. Analytics' include Salesforce, Microsoft and Excel.

I have experienced major accomplishments in sales, marketing, and senior

management positions in the consumer product industry with well-known firms

and brands, including: The Learning Company, Tribune Company, Encyclopaedia

Britannica, Disney, Dr. Seuss, CTW/Sesame St, Compton's CDROM, Jacques

Cousteau, Donald Trump, Ken Roberts, Investools, and CBS, here in the USA

and Internationally.

PROFESSIONAL SUMMARY

MCDM Strategic Direct Marketing

Plainfield, Illinois

Private consulting company where I design, implement, and facilitate

marketing brand strategies. I specialize in lead acquisition and customer

retention programs using Online and Offline media.

President

2009-

> Created website and direct mail campaign for Strategic Data

Intelligence, an IT company.

> Created marketing acquisition program for a SAT prep company and a

financial services company.

> Launched the "un-retirement" of Ken Roberts and his Ultimate Technique

for Success Club.

> Developed marketing plans for Larry Levin and his online education

programs at Trading Advantage.

> Preformed New Business Development for iTune's #1 podcast- The Options

Insider Radio Network.

> Member Company of DMA and ECHO AWARDS judge.

Trump Institute/Net Marketing Alliance (MIT Financial) - privately held

$250 million+ firm. American Fork, Utah

Publishing company marketing 4 financial products under different seminar

brands. The seminars teach people how to make money investing in real

estate, stock market, tax liens and asset protection. Brands included

Donald Trump, David Bach, The Duchess of York/ Sarah Ferguson, and others.

Managed Marketing, PR, Analytics & Creative staffs

Vice President Direct Marketing 2005 to Nov'08

Managed $50 million marketing budget to produce affluent people/leads to

attend seminars using multi-media advertising: DM, DRTV, Email/Website, T/M

& Space. Managed 14 employees, wrote all copy, and mailed over 100 million

pieces/year.

> Produced 30% more leads with the same budget by developing a customer

profile/model and using segmenting direct mail & Email lists to fit

that profile, resulting in a sales increase of 150% from $80 million

to $200 million.

> The Trump brand was one of the first pages on Facebook, a media

designed to interact with your customers. I had a page created to

targeted males, 45+ than added video and links.

> Developed SEM leads using Yahoo, Google, AOL, and MSN using skyscraper

and banner ads; paid on CPC basis.

> Converted DRTV ads into flash and video ads for the Internet; paid on

a PI basis.

> Created & managed DRTV consisting of long version-1 hour and short

versions-120, 60 & 30 second spots.

> Repositioned Donald Trump, David Bach & Duchess of York/ Sarah

Ferguson brands/websites- sales +25%.

> Sourced a financing offer for intangible products from SEC firm-

projected 40% in new business development sales.

> Lowered costs 22% by establishing strategic partnerships with key

vendors- managed all print production/creative.

> Increased leads 4 fold by redesigning corporate websites for

functionality and to better target premium customers.

> CRM was expanded to include testimonials from customers under the

LEARN banner.

The College Network- privately held $80 million company

Indianapolis, Indiana

Online educational firm specializing in helping adults receive their

College degree. Managed marketing & creative staffs.

Vice President Marketing Strategy & Development

2003 to

2005

Developed and executed the online & offline marketing strategies and

plans, and interfaced with product management, sales, business development,

finance, editorial, and customer service to identify and produce research

to support all business initiatives. Established and managed agency

relationship and other vendors. I managed 5 employees and $7 million

budget.

> Prepared marketing plans, short and long term strategies which reduced

direct mail activity and maximized online customer acquisition.

> Collected customer testimonials as part of enhancing our CRM system

and get a friend leads part of EARN program.

> Initiated marketing tests which offered Project Management

Certificates from E- Cornell to businesses

> Developed SEM leads, on a CPC basis, using Yahoo, Google, AOL, and MSN

(Bing) using skyscraper/banner ads.

> Created lead generation and sales programs using Online, SEM, SEO,

Email, and direct marketing channels leading to 15% increase in sales.

> Analyzed all marketing programs and adjusted strategy and tactics to

increase their effectiveness.

> Increased leads 3 fold by redesigning corporate websites for

functionality and to better target premium prospects created profile

models and new creative.

Success Publishing Group Ltd. Chicago, Illinois

Publisher of Compton's Encyclopedia that was sold to schools, libraries,

businesses and internationally. Employed 22 people full-time, dozens of

freelance writers and more than 150 field sales representatives plus $3

million marketing budget.

President / Publisher 1998 to 2003

Managed all daily department functions to ensure on-time delivery of a top

quality brand reference product for schools, libraries and businesses. Had

full P&L responsibility for a $20 million budget. Reviewed possible company

acquisitions.

> Established international distributors in United Kingdom, Middle East,

Africa, Pacific Rim, Japan China, Latin America and Canada to

reach the international market, increasing sales $10 million.

> Created my first Web site www.comptonsbooks.com. Had relationship with

Amazon.

> Oversaw creation of system that allowed reference printing from a PDF

file instead of film, reducing cost 30%.

> Doubled set sales by integrating new marketing techniques such as

Telemarketing, Web site, and Direct Mail.

> Built and managed more than 150 field sales representative in 26

cities, leading to 10,000 set-sales to institutions.

> Led management buyout of Compton's reference unit from The Learning

Company.

The Learning Company (a Tribune Investment Company) Chicago, Illinois

Leading educational publishing company in the United States, selling

software and reference material, BTC & BTB amounting to $1 billion with 350

employees, publicly owned- NYSE Company.

Vice President Direct Marketing (a profit center) 1992 to 1998

Managed sales and profits of the direct marketing unit, Compton's Learning

Company, which sold software and print products to consumers,

schools/libraries, international distributors and big-box retailers. Member

of the Acquisition Team. Sales were $150 million with marketing budget of

$20 million.

> Started, built and managed a 90-person nationwide, independent,

outside sales force increasing sales from $1 million to $7 million

with profit margins of 60% for institutional marketplace.

> Grew sales from zero to $18 million by developing an international

distributor base.

> Developed strategic alliances with JC Penney and Visa First Card to

direct market Compton's products to their families-with-children

database; results are confidential, but the joint campaigns continued

for years.

> Built customer database by using all direct marketing channels,

increasing sales to the in-house list by 33%.

> Created a new revenue stream that increased profits more than $1

million by managing the list rentals in-house.

> Revised and managed the Compton's Home Library Catalog with a yearly

mailing of over 2 million- all functions.

> Designed trade show exhibit and collateral material.

Encyclopaedia Britannica, Inc. EBUSA Chicago, Illinois

Privately owned, world-renowned reference publisher with $650 million in

revenue and 3,000 employees worldwide.

Vice President Mail Order Division 1987 to 1992

Full P&L accountability for developing and implementing Britannica Home

Library Service, the mail order profit center, budget goals of 30% profit.

Managed more than 200 employees and a marketing budget of $15 million.

> Grew sales from $32 million to $55 million through the introduction of

new products and the development of continuity programs. Managed over

50 million pieces mailed annually.

> Built company's first interactive database with more than 6 million

records, increasing sales from in-house file 40%.

> Acquired and launched Sesame Street catalog, leading to $10 million in

new product development sales.

> Promoted and sourced 96 new products, including Bilingual, a year,

leading to $20 million in replacement sales.

> Transformed the retail Britannica Software Catalog into a school and

library brand mail-order catalog, resulting in $15 million in new

sales for the school and library profit center.

> Supported International divisions with new products, designed direct

mail pieces and marketing collateral material.

> Managed Britcom agency, telemarketing unit which serviced outside

clients, insurance firms, and in-house projects.

> Created new promotional themes for used with TV, DM and space

advertising for various brands.

Earlier employment was on the East coast.

EDUCATION

Long Island University ? Brooklyn, New York Master of Business

Administration ? Finance

Long Island University ? Brooklyn, New York

Bachelor of Science ? Business Management

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