Marketing Director/Manager
Resume:
Douglas Johnson
**** ****** ****, **********, ** 22601
****************@*****.***
Thank you for taking the time to review my resume’.
As you will see, I am a creative professional with over 30 years of experience in the marketing/advertising/graphics and publishing industries. I am very well versed in working with executives, outside vendors, agencies, internal departments and printers. Delivering results on-budget and on-time.
During my time with the Homeschool Legal Defense Association, a non-profit association that works with homeschoolers, I have created many successful marketing programs including a trial membership that had a 33% retention rate and implemented a complete social media marketing plan, realizing over 100,000 “fans” to-date. In my seven years with HSLDA I have earned “Product Master” designation for Eloqua v.10. Approved all website revisions relating to design, appearance branding and user interface. My experience with multi-touch campaigns is extensive, and with positive results. I implemented a quarterly audit process for HSLDA, which included over 40 ongoing campaigns and dozens of single-touch or special campaigns.
During my time at Rexall, (14 years) I managed, purchased and approved print materials, including packaging, labeling, catalogs, print ads, etc. And I created the first-ever RexallSundown website. I managed a large staff of artists, online designers, writers, proofreaders, videographers and IT techs, as well as managing additional outside agencies and partners. At Rexall there were strict guidelines for packaging, POS and collateral materials, not only to protect our brands but also to conform to FDA regulations and assimilate our products and POS materials into the existing appearance/identity of the retail partners. Launched several brands for Rexall, Sundown, MetRx, Rexall Showcase (MLM), including overseeing entire process.
While with The New York Times, I started as Creative Director and was promoted to Marketing Director, which included responsibilities that range from managing art/marketing staff, print, on-line, and email campaigns, circulation and event marketing.
My talents would be a perfect fit for the position you’re seeking. With great success managing internal and external talent as well as my marketing, project manaement, email, creative management, web development, print and direct mail experience, I am able to assess situations quickly, make necessary changes on the fly and manage/coordinate the projects to assure they are completed with excellence and on time.
I am looking to relocate back to my native state of Florida, and would welcome the opportunity to speak to someone in-person, or for a phone interview. My project management, campaign analysis, and marketing experience would serve your organization well.
Thank You- Douglas Johnson
Stanford Douglas Johnson ****************@*****.***
2705 Middle Road, Winchester, VA 26601 352-***-****
Director / Manager – Marketing / Advertising
Creative Services / Print Production / Brand Development / Product Design & Launch
Event Marketing / Distribution / Packaging / Licensing / Operations / Flexographic Printing
Successfully led effective marketing and advertising campaigns in the consumer products, publishing and non-profit sectors. Experience encompasses product launches, branding, promotions, and large public and private events. Delivered integrated marketing solutions from strategic planning to creative development to implementation. Established and maximized brand value and directly increased profitability. Solid record of creating new revenue streams, managing the creative process for maximum productivity and cost effectiveness. Proven leader and communicator in the difficult non-profit arena.
Implemented many successful campaigns for HSLDA, adding to membership utilizing Eloqua
Created targeted time sensitive sections for Gainesville Sun, increasing magazine revenues
Re-branded / re-launched products for Rexall Sundown, capturing untapped markets
Designed/Managed email campaigns to cold/warm and renewal leads that go to millions annually
Analyzed and reported on active campaigns for the past 7 years for HSLDA, including website, email, social and direct
Overhauled art department at Gainesville Sun, improving efficiencies and reducing advertising errors
Outsourced 90% of advertising department to off-site facility
Managed budgets in excess of 2 million dollars
Implemented the first-ever production/art department for the Jewish Journal
Created the first-ever website for Rexall Sundown
Key Skills: Fostering a creative team environment. Initiating strategic changes to improve brand positioning. Keeping current with market trends in design, art, color, expert in all aspects of printing, including flexographic. Experienced in product enhancements to ensure innovative products. Partnering with management and sales to capture market share in competitive markets. Winning cooperation at all levels of an organization.
BA, Business/Marketing, Barrington University. AS, Advertising, Art Institute of Fort Lauderdale
Selected Accomplishments
Created targeted time sensitive sections for Gainesville Sun, increasing magazine revenues. Paper had a successful bi-monthly magazine with good advertising revenue, but became stagnant due to printing costs vs. page count. Created specialized targeted bind-in sections (magna-strips) that addressed specific, time sensitive markets (i.e. holiday buying guide, vacation planning). Achieved 10%+ in incremental revenue.
Re-branded / re-launched products for Rexall Sundown, capturing untapped market. Rexall brand was a nationally recognized brand with products marketed as inexpensive “dollar store" products. Re-branded and launched the Rexall brand as a premium vitamin, herb and nutritional line with a higher price-point than the Sundown brand. Placed products with higher end retailers (Wal-Mart, Walgreens, etc.), creating substantial incremental revenue from a previously un-tapped market.
Overhauled art department at Gainesville Sun, improving efficiencies and reducing advertising errors. Upon joining the organization, I discovered excessive overtime and creditable errors in advertising. Optimized design staff through reallocation and attrition. Streamlined procedures for maximum efficiency. Changed client deadlines and adjusted press schedules. Cut overtime from 20 hours per week to three and reduced ad errors from 7.5% to <1%.
Outsourced Gainesville Sun advertising department to a central location in Alabama, coordinated resources to facilitate transition and successfully managed the conversion, including personnel and budgetary resources.
Created first HSLDA marketing department, established a marketing presence in a 25 (now 33) year-old organization. Established best-practices and instituted marketing/advertising principles. Partnered with external vendors to create value-added associations. Produced many successful promotions, including an automated email campaign program (Eloqua) that proved very successful, an average of 4% overall conversion rate, that includes cold and warm leads, it doesn’t include renewal numbers which were much higher.
Career History
Marketing Director, Homeschool Legal Defense Association, 2009 to current. Non-profit membership-based organization that protects homeschoolers from governmental interference in their constitutional right to homeschool. Worked effectively with outside vendors, as well as internal departments and management.
Marketing Director, Gainesville Sun (A New York Times Company), 2004 to 2008. Daily newspaper publisher. Managed all brand, marketing, and advertising initiatives, as well as event marketing. Worked with publishers, ad directors, finance, and editors to develop opportunities to create new streams of revenue. Created/managed the first-ever Gainesville Home Show, more than 75 vendors and 780 people attended the two day event. Led 15 staff.
Director of Creative Service, Rexall Sundown, 1990 to 2004. Nutritional supplement manufacturer. Led 34 staff and $2MM+ budget. Oversaw entire creative group and contributed to all product launches, marketing efforts, and corporate branding. Managed development of product packaging, marketing material, point-of-sale material and in-store signage. Drove concept, content and execution of large corporate events. Delivered projects on-time and on-budget.
Creative Manager, Awareness Advertising, 1988 to 1990. Small advertising agency. Managed creative group of designers in producing advertisements, brochures, menus, newsletters, etc. for clients.
Earlier career includes Production Manager, Sunshine Publications and The Jewish Journal.
Current Detail
Marketing Director
Implemented all Marketing Promotion Initiatives / Brand Development Initiatives /
Product Development / Online Product Marketing / Social Media /
Interfaced with: Creative Services / Web Services / Event Marketing
In seven years @ HSLDA I have implemented/conceived many promotions, including ones that brought additional members/revenue. Given tight budgets and almost no personnel resources - created the most successful promotion in HSLDA history, realizing 1,500 new or renewing members in a 2-month period. Implemented a highly successful, automated, email-based, lead-nurturing product, Eloqua - which has produced well. Achieved “Eloqua Product Master” status in October, 2012. Coordinated over 100 HSLDA appearances at conferences across the country annually.
Created seasonal campaigns, both online and direct sales at conferences that increased membership
Instrumental in launching HSLDA Online Academy (Previously PHC Preparatory Academy)
Consulted on marketing initiatives with the Homeschool Foundation, the charitable arm of HSLDA
Partnered with outside organizations, gaining exposure and brand awareness for no-money out-of-pocket
Key Skills: Creating/identifying new market opportunities. Working with outside vendors and internal departments to create the most effective promotions, while staying within budget. CLEARLY stating goals to internal and external partners, in a direct, but informational way to create a goal oriented group, everyone on the same page. Actively seeking-out the most effective communication vehicles for a specific product/promotion and communicating the plan; email, web, direct-mail media and/or social media. Deep research/analytics of the market.
Etc.: Direct and Email marketing, project management, creating, analyzing and sticking to budget. Effectively communicating, and managing up or down. Plus, extensive experience in web design/user experience, printing, email, design, marketing and management, makes me uniquely appropriate for this position.
I apologize, I know this is long, but really, it’s all important! I really think I could be a perfect fit for this position.
This is an exciting opportunity, and I’d love to get back to Fordia.
In case you missed it, please contact me @ 352-***-**** or ****************@*****.***
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