Marketing Director

EDDY L. HALLMARK

Roswell, GA ****.********@*****.*** 404-***-****

EXECUTIVE SUMMARY

Successful marketing professional with demonstrated proficiency in direct response advertising, marketing analysis, budget management and media purchasing known in the industry as keenly analytic with demonstrable, results-oriented skills in process improvement, sales increases, and company-wide cost savings.

Growth: Revenue increase of $5.6 million through Hispanic, credit card and referral marketing programs

Efficiency: Expense reduction of $1.9 million through yellow page and media contract negotiations

PROFESSIONAL ACCOMPLISHMENTS

DIRECTOR OF MARKETING

Vernon Library Supplies, Norcross, GA 2013–present

Utilized email marketing with database of 25,000 to acquire new customers and grow revenue base

Managed digital marketing (SEO/SEM), direct mail, telemarketing and social media campaigns

Directed launch of new website and migration to new Magento Ecommerce Site

Developed 2,000 B2B clients through public libraries and universities

MARKETING AND PUBLIC RELATIONS MANAGER

Coles College of Business, Kennesaw State University, Kennesaw, GA 2011–2012

Strategically marketed all seminars through the Executive Education Program while pursuing MBA

CONSULTANT

Hallmark Consulting, Roswell, GA 2008–present

Provided consulting services to small and mid-sized businesses in an effort to help clients maximize sales and marketing efforts through strategic direct marketing processes.

DS Waters of America, Atlanta, GA 1997–2008

VICE PRESIDENT, MARKETING

Increased revenue by $1.8 million through creating and implementing referral program via telesales and website

Managed $16.4 million annual marketing budget for 3 divisions, 12 regions and 140 locations

Lowered print production expense by 30% through pioneering internal online distribution system

Increased online customer acquisitions by 20% through redesigning company website (www.water.com) and overseeing all internet advertising (SEO, SEM, affiliate programs, internet yellow pages and email campaigns)

Reduced media expense by 11% through negotiating all contracts and managing relationships with 30 vendors

Created marketing communications for 1.2 million existing customers and managed customer relationships through monthly statement messages, product fulfillment, bill inserts, satisfaction surveys and website

DIRECTOR OF MARKETING

Managed marketing budget of $33.9 million including media, print production, sponsorships and telesales

Acquired 133,000 new customers annually through the development of advertising and branding programs

Secured $1.0 million in savings by negotiating 25% lower direct mail and print contract rates

Produced $900,000 in yellow page advertising savings through coordinating directory consolidation plan

Directed post merger transition between advertising agencies (FME to DDB and Wahlstrom to Ketchum)

MARKETING ANALYSIS MANAGER

Increased revenue by $2.2 million by creating and launching a fully-integrated Hispanic marketing program

Increased revenue by $1.6 million through coordinating cross-functional credit card initiative team

Reduced cost per order by 24% through initiating and implementing media tracking system

Negotiated 15% lower media rates through designing media strategy and purchasing all advertising

Improved response rates by 10% through overseeing design of new creative and regional offer testing

EDDY L. HALLMARK

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

BUSINESS ANALYSIS MANAGER

Supported the President and two Divisional Vice Presidents with analysis, reporting and forecasting

Prepared month-end reporting and year-end budgeting for Marketing, Customer Service and Operations

Generated monthly advertising accrual journal entries with Marketing and Accounting Departments

Produced regression analysis to show impact of weather on bottled water consumption

Created and maintained financial reports using J.D. Edwards on an AS/400 server

INVESTMENT BANKING ANALYST

CS First Boston Corporation, Los Angeles, CA 1994–1996

Provided strategic and financial advisory services for bank and thrift clients in western United States

Prepared over 80 presentations with detailed profiles and analyses of public and private companies

Assisted in advisement of Wells Fargo on $11.6 billion acquisition of First Interstate Bank

Provided analytical support for Home Savings of America on sale of $8.2 billion New York branch network

Conducted due diligence and created affordability analysis for Wells Fargo’s $2.5 billion deposit divestiture

Generated investor presentation for $1.4 billion merger of Washington Mutual and American Savings

Initiated financial and strategic analyses for $1.2 billion sale of Cal Fed Bancorp to First Nationwide Bank

Created offering memorandum for divestiture of $964 million franchise and represented client during sale

MULTI-UNIT GENERAL MANAGER

Taco Bell Corporation, Irvine, CA 1992–1994

Oversaw operational and financial management of two stores with yearly gross sales of $1.9 million

Supervised, coached and provided training for 10 managers and 50 crew members

Achieved top customer satisfaction survey score within a market of 31 stores

Increased profit by 16% and sales by 7% over previous year in 2 stores

Conducted ServSafe training classes for 450 managers

EDUCATION

DUKE UNIVERSITY, Durham, NC

Digital Media and Marketing Certificate Program 2015

KENNESAW STATE UNIVERSITY, Kennesaw, GA

Master of Business Administration, Management and Marketing (3.91 GPA) 2012

Guatemala (Social Entrepreneurship), Edge Connection Consultant, SIFE, Beta Gamma Sigma

Hungary (International Management), Bagwell Scholar, Golden Key, Graduate Research Assistant

UNIVERSITY OF SOUTHERN CALIFORNIA, Los Angeles, CA

Bachelor of Science, Business Administration, Summa cum Laude (3.82 GPA) 1992

Bachelor of Arts, Spanish, Magna cum Laude

Spain (Study Abroad Program), Best Business Plan (Entrepreneur Program), Phi Beta Kappa

MARKETING SKILLS

Direct response advertising, analysis, creative design, print production, market research, budgeting, retention, media purchasing, field marketing, e-commerce, marketing communication, CRM, agency management, sales support, B2B, B2C, telemarketing, sponsorship management, contract negotiation, strategy, social media and brand development.

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