Michael J. Muscarella

***** **** **** ******

Richmond, VA 23233

804-***-**** Cell

804-***-**** Home

actc27@r.postjobfree.com

Executive level experience with proven skills in marketing, creative development, management, leadership, staff development and change management. Strong analytical skills balanced with exceptional creative thinking. Experience includes agency and client side in marketing, creative, operations and brand development. Over 15 years experience with branding, marketing and direct response via collateral, mail, web, catalog and development channels. Education includes two bachelors in design and an MBA from a top tier institution.

WORK EXPERIENCE: Present Seniors Helping Seniors Richmond, VA

Director

Overall management and market development of a senior home care agency.

• Development and execution of business plan

• Management of customer management systems (Salesforce) and operations

• Development of marketing programs through, grassroots, direct mail and web programs

• Content management/marketing on website and social media

• Responsible for P&L

WORK EXPERIENCE: 5/2013 - 4/2014 Haddad & Partners Richmond, VA/Fairfield, CT

Strategy/Account Director

Account leadership of a digital agency with a focus on highly engaging and results-driven creative. Specialties: Interactive & social media strategy, direct response, websites, online banner campaigns, interactive tutorials and demos and email marketing.

• Management of all account managers and operations

• Responsible for strategic planning for client projects

• Management of Barclays Online Savings, Capital One/ShareBuilder.com and Drexel LeBow MBA.

• Brand and creative strategy for the launch of YouScience.com career guidance platform.

• Lead ShareBuilder.com’s internal product team on development of Knowledgebase content delivery

• Oversight of all estimates (SOWs), client on-boarding, communications and customer satisfaction

WORK EXPERIENCE: 3/2009 – 5/2013 Capital One Financial Richmond, VA

Director – Brand Strategy for Sharebuilder.com 5/2012 – 5/2013

Responsible for the rebranding and launch of the newly acquired ShareBuilder.com brokerage. Optimized the website and set a baseline for acquisition and cross sell controls through in-market tests and offline optimization research.

• Development of new messaging, brand and creative guidelines for the online brokerage

• Managed testing and refinement of new messaging

• Responsible for redevelopment of all digital marketing assets and website.

• Manage Agency selection and relationships

• Oversight of the internal creative team

• Deployment of an overall marketing operations process

• Management of campaigns as needed

• C-Level management and communication for buy-in and consensus of the above.

Director - Brand 3/2009 – 5/2012

Group director of an in-house agency for the bank side of Capital One. Lead a staff of 30 to deliver brand communications, direct response and digital marketing for a 1000+ branch network. In addition, I provided creative and marketing operations process development to Commercial, Regional, Retail, Online and Small Business Banking.

• Responsible for overall client engagement at the Director to C level

• Responsible for overall look and feel for all brand communications for Capital One Banking

• Developed departmental tracking and estimating tool (SharePoint) leading to accurate estimating and budgeting

• Responsible for Brand IT including all Macintosh servicing and Digital Asset Management

• Lead business case/RFP for implementation of the Wave Digital Asset Management system.

• Subject matter expert on lean process driving a better than 50% reduction in time to market mailings

• Integral part of delivering a new Brand “look and feel.”

WORK EXPERIENCE: 2/2004 – 3/2009 SmartPractice, Inc. Phoenix, AZ

Director – Creative Services and New Product Development

Directed an in-house agency and product development groups for a company that sells patient communication materials, practice management tools, medical apparel, dental and medical supplies, practice marketing tools and medically themed greeting cards (patient recall). Companies located in Japan, Denmark, Germany, Canada and the U.S. I also negotiated and developed the American Dental Association’s personalized products catalog and patient communications materials.

Team leadership of a staff of 49 FTEs and 20 temporary employees to develop 17+ catalog titles and websites, 1400+ direct mail pieces and email/web campaigns. Oversaw the yearly development 2500 sku’s of patient communication and practice management products.

Managed licensing relations with titles such as Nickelodeon, Jim Davis Studios (Garfield), Thomas Kinkade, Peanuts and others. Partnered with Finance to develop inventory and on-demand manufacturing strategy.

• Responsible for departmental P&L and catalog print/production.

• Manage an internal budget of $3 million and an external spend of $8 million.

• Developed departmental workflow, SOP’s, financial controls and training programs.

• Responsible for overall brand development for all titles and businesses.

• Responsible for public relations for all companies.

• Management of all marketing operations and integration, premedia, asset management and print production.

• Introduced Square Inch and Recency, Frequency and Monetary analysis to all titles

• Consolidated all catalogs into the same paper and press size and locked in on paper for 18 months as a hedge against increasing prices ($300,000 savings).

• Managed all print and paper buys and vendor relations.

• Consolidated departments and streamlined accounting and billing to bring gross operating expenses down over $900,000 in 2004/5 and continued to drive down expense year over year while maintaining sales.

4/2003 - 2/2004 TeleHealth Services Raleigh, NC

Consultant

TeleHealth Services is the industry leading supplier of point-of-care clinical access systems to the healthcare industry with over 40% penetration of North American hospitals. TeleHealth is marketing a solution for strengthening patient and staff safety, loyalty and satisfaction through point-of-care access, entertainment and education on-demand. 2002 sales exceeded $200 million.

• Managed agency relationship for website development.

• Analyzed the brand and competition to position new website and new digital point-of-care hospital product.

• Analyzed internal corporate structure for development of website architecture and content.

2000 – 2002 Brann Worldwide Durham, NC

Creative Director

Accounts: IBM Personal Computer Division (PCD), Comerica and Branch Banking & Trust.

• Managed IBM North American integrated communications and IBM worldwide brand collateral

(web, print, mail, email, web banners and catalog)

• 12 direct reports plus oversight of their project teams

• Partnered with Account Director and research department to develop the 2001 IBM Competitive review and 2002 strategic recommendations.

• Worked with GM on the acquisition and transition of the IBM worldwide collateral business.

• Developed inbound print-on-demand system for product collateral fulfillment.

• Re-concepted IBM PC consumer catalog to include a 60% increase in product without increasing page count.

• Reworked BB&T mergers and acquisition program to focus on retention and customer service as well as conversion of acquired bank clients.

1996 – 2000 Goodwin Muscarella, Inc., Raleigh, NC

Account Director/President

Primary accounts: Aeroglide, Allstate Insurance, Bachrach By Mail, Dean Witter, Discover Card, FOXY 107 FM, General Vitamin, R. A. Briggs, Performance Bicycle, Spiegel Inc and TechAlliance.

• Co -Founded and lead a communications firm specializing in direct response marketing and catalog marketing/development.

• Developed a client mix of small independent firms and Fortune 500 corporations.

• Responsible for business development, account management and planning.

• Managed project schedules, staff/vendors, budget allocation and account P&L.

• Developed strategic direct marketing campaigns that consistently yielded improved response rates.

• Consulted on testing and analysis, business process development and strategic planning.

• New business development - established and cultivated customer relationships at the executive level.

• Selected as Significant Business Partner by Discover Card.

• Successfully launched two new consumer catalogs: Bachrach’s “Weekend” clothing catalog and General Vitamin’s Nutra-Vita nutritional/HBA catalog.

• Speaking engagements: Carolina Direct Marketing Association, “Direct Marketing – How to get the best out of your agency,” March 2000.

1993 – 1996 Goodwin Muscarella, Inc., Raleigh, NC

President

• Oversight of all agency functions including Account, Creative, Production and Sales

• Responsible for heavy client management and client satisfaction.

• Directed concept, copy and design that effectively communicated client goals.

• Managed project scheduling, talent/shoot coordination, staff/vendors and budgeting.

• Consulted on workflow management and strategic planning resulting in new business practices/cost efficiencies for Bachrach, Discover Card, Performance Bicycle catalog and Spiegel

EDUCATION

UNIVERSITY OF NORTH CAROLINA, CHAPEL HILL, NC

Masters of Business Administration, 2002

Focus on Finance, Strategy and Marketing

NORTH CAROLINA STATE UNIVERSITY, Raleigh, NC

Bachelor of Environmental Design/Industrial Design

Bachelor of Environmental Design/Visual Design

SPEAKING ENGAGEMENTS

B-to-B Catalog Showcase Five Case Studies in Doing It Right

ACCM 2008, Multichannel Merchant Conference

Maximizing Customer Value

ACCM 2007, Multichannel Merchant Conference

Developing a More Strategic Catalog Department

ACCM 2006, Multichannel Merchant Conference

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