Manager Sales

Michael Merolla

Fair Lawn, NJ **********@*****.*** 201-***-****

Executive Profile

Brand Integration Event & Sponsorship Marketing Strategic Partnerships

Maximizing Brand Assets Through Innovative Partnerships Aligning Teams & Processes to Strategic Vision

Change agent and catalyst for growth who recognizes opportunity, gains consensus at all levels of leadership, and manages cross-functional teams to drive seamless execution.

Event and Tech specialist who initiatives all corporate sponsorship activations.

Marketing and sales leader with a phenomenal depth of expertise in co-branding, event activation, and corporate partnership sales.

Delivered over $10M in revenue to the New Jersey Devils franchise over an 18-year career, built a powerful team to fuel continued growth, and conceptualized highly profitable grass-roots initiatives.

Strengths & Qualifications

Managing Relationships High-Impact Presentations Building Consensus & Engagement Strategic Planning

Budgeting & Forecasting Leadership & Staff Development Operations & Event Management

Influential Communicator Powerful Negotiator Deal Strategist New Business Architect

Leadership Career History

NEW JERSEY DEVILS, Newark, NJ 1997 – 2016

Senior Director, Grassroots Programs & Amateur Hockey Operations (2013 – Present)

Fan Engagement ~$1M Annual Revenue Strategic Relationships Sponsorships & Affiliate Marketing

Promoted to direct, expand, and manage marketing partnerships with a continually larger network of rinks and youth hockey associations, while concurrently overseeing all on-ice operations for youth programs.

Manage and develop a cross-functional staff of 25, supervise execution of special events involving New Jersey Devils Alumni, and leverage team assets to generate revenue during off-peak times.

Key Contributions

Launched a highly successful youth program, forging affiliations with 43 municipalities, schools, and youth organizations to create visibility at a minimal investment, and propelled expansion of youth hockey with a projected goal of 6,800 youth players touched through the program.

Negotiated multi-year agreements to align the New Jersey Devils to key youth events. Developed USA Hockey Weekend Across America and corporate sponsorships with Barnabas Health, PNC Bank and others to drive interest and awareness.

Secured marketing partnerships with 59 local venues in NY/NJ, a critical component of the New Jersey Devils long-range vision; integrated branding, promotional, and other cross-selling opportunities to create early affinity among youth players.

Invited to join the board of the NJ Hockey Hall of Fame Inductee Board, with oversight of the inductee ceremony and the NJSIAA High School Championships.

Conceptualized and launched the Celebrating New Jersey Hockey showcase at Prudential Arena.

Spearheaded online fan engagement initiatives, including a centralized fan hub and real-time standings portal, Player of the Month features, and other well-received digital programs.

NEW JERSEY DEVILS, Newark, NJ (…continued)

Senior Director, Grassroots Programs & Corporate Sales (2005 - 2016)

42% Net Revenue Increase Corporate Partnerships Cause Marketing Channel Development

Following a league lockout, recognized a gap in the sales offering, and initiated a strategic outreach effort aimed at connecting the New Jersey Devils with the regional youth rink community.

Launched programs that have been a breakout success, instrumental in cementing growth within target youth demographics to exponentially expand the fan base, and in connecting the brand with cause-related marketing.

Key Contributions

Delivered year-over-year increases with annual sales of over $1.4M, adding over a half a million dollars in annual sponsorship revenue to the bottom line.

Built out a robust platform to drive sell-through for corporate programs, incentivizing and motivating teams to sell suites and other high-margin assets.

Initiated and nurtured alliances with 59 rink partners throughout the NY/NJ metro-area, cultivating engagement through innovative integration of New Jersey Devils assets, including player appearances and unique group experiences.

Account Manager, Corporate Partnerships (1999 - 2005)

New Business Development Strategic Account Management Integrated Marketing Campaigns

Recognized for performance and diligence in operational audit, and tapped for customer-facing role managing and developing revenue-producing relationships with corporate sponsors and partners.

Within a few short years, catalyzed significant growth in the portfolio, and activated new business across multiple industry verticals.

Key Contributions

Earned a reputation as a closer, initiating, nurturing and negotiating multi-year and high-value commitments from eight main and eleven supplemental corporate partners.

Brought in hundreds of thousands in corporate sponsorship dollars, successfully engaging with senior brand, marketing and product decision makers to leverage the New Jersey Devils brand and fan-base into strategic marketing and brand-building campaigns.

Positioned New Jersey Devils’ assets, e.g. rink-side signage, product integration, and other high-visibility platforms as tactical marketing vehicles designed to connect brands and audiences in meaningful ways.

Staff Accountant, Operational Audit (1997 – 1999)

Audit & Controls Process Improvement Reporting & Analysis Management Presentations

Managed AP for the organization and ensured end-to-end compliance with internal governance and federal/state reporting requirements.

Performed in-depth monthly analysis of G/L accounts, assisted the CFO with the monthly quarterly close and the associated management reporting package, and met with the General Manager to review results.

Restaurant Management (1985 – 1997)

Management Operations

El Torito/Casa Maria – Cook, Bookkeeper, Assistant General Manager (1985- 1993)

Lone Star Steak House – Assistant General Manager (1993 – 1995)

Houlihan’s Restaurants – Assistant General Manager (1995 – 1997)

Education

WILLIAM PATERSON UNIVERSITY, Wayne, NJ 1994

Bachelor of Arts (BA), Sociology

Minor in Accounting

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