Digital Marketing Social Media

Daniel Monaco MBA, PMP, PMI-ACP Informed Plans that Work

Chicago 469-***-**** add4jf@r.postjobfree.com linkedin.com/in/daniel-monaco99/ Insightful Brand Creative Leader, Cross-functional Collaborator As key marketing member of EssilorLuxottica’s US leadership team that doubled US revenue to $3.4B, developed and built their consumer brand strategy that delivered business objectives. The new master brand strategy fueled demand generation and customer acquisition that cemented B2B and B2C loyalty.

• Umbrella brand architect for varied consumer brand repositioning models, e.g., health, e-energy, CPG

• Digital strategist and builder of consumer decision journeys, applying strategic analytics

• Thoughtful achiever of winning brand campaigns, offerings, product mix, omni channel programs MANAGEMENT EXPERIENCE

AT MARKET, LLC Chicago, IL 2018 - Present

Managing Director, Project Management Consultant

Develop targeted growth initiatives for B2B and B2C health nonprofits, health products, brand positioning campaigns, co-branded fundraising programs and marketing communications governance structures. ESSILORLUXOTTICA Global online retail eyewear leader $18.9B revenue Dallas, TX 2006 – 2017 VP, Marketing Project Management, Insights & Agencies, $3.4B revenue 2016 - 2017 Oversaw brand initiatives of patient-doctor funnel for doctor subscription model. Integrated B2C and B2B agencies, digital marketing, IT, Creative Services, Decision Sciences. 24 staff, $51M budget.

• Devised and created Essilor’s compelling umbrella brand strategy, anchoring sub-brands in masterbrand across advertising, CRM, SEO to serve health practice providers in a geo-targeted model, overcoming reputation risk. Improved communications budget ROI for B2C channels +29% and B2B channels +56%.

• Pioneered Vision Source Optical Retail’s patient decision journey and brand positioning that expanded sales by +13%. In 2017 this chain became the largest US optical retailer. Followed successful pilot.

• Directed agency partner upgrades, evolving tech stack and dashboards, i.e. PlaceIQ, GA360, SEM, Connected TV, affiliate marketing ads, AI crowd research, Tableau, Salesforce, GPN’s Edge.

• Collaborated with global and US marketing teams to a data-centric approach, using insights, ad testing, demographic, psychographic, prescriptive, profile and response data to improve marketing campaigns.

• Board Member, Marketing Chair, Partnership for Vision Health Supervised System 1 communications creative approach, achieving top nonprofit test scores and video platform for new health campaign. Communications plan obtained 3.4 M exams in market. Guided AOA leadership of doctor partners to join the program. Supported 23K subscribing doctors, 21 companies. Vice President, Consumer Marketing & Strategic Insights, $2.5B revenue 2011 – 2016 Owned B2C marketing, digital, broadcast, PR/social and CRM to build brand demand and doctor loyalty. Marshalled B2B CRM technology, segmentation, insights and advertising. Ran marketing strategy, creative business, planning and budgeting reviews. Global marketing SME for advertising ROI, ad tech and media. Daniel Monaco 469-***-**** add4jf@r.postjobfree.com Page 2 of 3 Built and managed team of 16 (advertising, CRM, PR/social media, crisis communications, decision sciences, website) staff and 6 agencies supporting US market and global headquarters. $43M budget.

• Orchestrated 360 campaigns, lifing lens sub-brand sales for Crizal +11%, Xperio Sun +29% and Varilux

+6% vs YG. Solidified threshold awareness of brands, realizing media savings from business synergies.

• Transformed brands’ marketing funnel via cohesive video, audio, CRM and banner content in demand generation campaigns. Geo-targeted digital acquisition plan for providers generated a 17% ROI.

• Propelled winning clicks to bricks’ pilots’ ROIs to $2-6 per $1 spent with unique targets and positionings. Supported Kodak Visions Centers, Essilor Experts and Personal Optics retail.

• Steered digital ecosystem. Overhauled CMS to Adobe CMS, connecting sites, CRM promotions, retargeting, SEO, SEM, YouTube, Twitter, FB, news content, link building and blogger influencers.

• As brand story governance chair, trained and guided rapidly growing team to align brand messaging for new product-service-feature announcements, campaigns and launches across creative touchpoints.

• Recruited and administered cross-functional tiger team to pioneer CRM Ability for the company.

• Earned I-Share Innovator’s and Medical Marketing OTC awards for successful TV commercials.

• Startup Chief Marketing Officer, Co-founder, Advisory Council, Partnership for Vision Health Advocated industry to change patient behavior and doctor protocol to an annual eye exam. As visionary, implemented the brand campaign, partner presentations, governance framework, care locator service, funding infrastructure and staffing. Responsible for B2B, B2C online and offline content: collateral, print, events, PR, events, social and advertising. Navigated national expansion. $15M budget.

• Lifted revenue by $300M, exams by +4%, new patients by +36% and web site visits by +1.4M.

• Won marketing Rx, communications and special events awards. Vice President, Market Innovation & Retail Brands, $1.7B revenue 2007 – 2011 Partnered closely with Sales, Channel Marketing and Product Management teams to understand market needs and develop retail brand positionings, communications, merchandising and collateral that drove consistent growth. Spearheaded the plan for consumer-recognized brands to support premium pricing and doctor customer strategies. Supervised B2B, B2C marketing services, including research, analytics, advertising, new initiatives, executive presentations support and MBA recruiting. 27 staff, $35M budget.

• Drove groundbreaking test pilots of lens brand ads, growing Crizal +20% and Xperio +15%.

• Helped develop effective needs-based in-store trade up selling and merchandising protocols.

• Reinvigorated Walmart Vision Center by repositioning Nikon Eyes. Sales increased +380% from pricing, product mix, advertising, promotions, merchandising, collateral, staff training and lab ops initiatives.

• Secured +$90M in LensCrafters’ optical lens revenue over 3 years with $15M media investment. Startup CMO, public speaker, Foundation for Eye Health Awareness Designed national theoretical industry business development initiative. Undertook B2C regional drive, working with optical retail, vision health insurance companies and nonprofits. Grew $702M in revenue. Daniel Monaco 469-***-**** add4jf@r.postjobfree.com Page 3 of 3 Senior Director of Innovation, $1.1B revenue 2006 – 2007 Established foundational patient-target learnings. Influenced global HQ to segment by income, channel, product, life stage and need. Guided optical pricing by channel with discrete choice elasticity study.

• Conceived and facilitated talent recruiting program for the company, enabling succession planning. TXU ENERGY Largest US competitive energy e-tailer Dallas, TX 2001 - 2005 Senior Director, Brand Positioning and Advertising, spokesperson $3.4B revenue; 40% company profits Repositioned retail energy brand via marketing: advertising, direct mail, PR, web, marketing operations and research services. Ushered in targeted retention and acquisition campaigns. 20 staff, $25M budget. Other director positions held: Segment Marketing & Research, Consumer Marketing

• Prioritized brand communication investments by ROI, pushing revenue +7% and profit +13%.

• Improved EBIT +$35M with daring data-driven retention campaign and 200K new customers. OTHER WORK ACHIEVEMENTS

UNILEVER brand management - Strong CPG honed branding skill from managing 4 brands, successfully reapplied to other varied businesses with measurable significant success.

• As Brand Manager, New Products, revamped Brummel & Brown, growing sales +52% and profit +150%, gaining management approval for national plan. Achieved Take Control’s winning new product concept.

• Architected RAGU’s multi-year product development process, collaborating with R&D, Research and Operations leads. This effort resulted in quick-to-market new product news that boosted incremental consumer penetration and sales for several years.

• Realized record 20% shares and +31% sales growth in mature category from new COUNTRY CROCK flanker product, leveraging ad agency media and creative expertise. Earned prestigious Delft award. LEO BURNETT Advertising, Client Service - Advanced Kraft and McDonald’s business reviews, plans and advertising. Persuaded board to install controversial Value Meals. Reversed 3-year declines to +5% growth. POLAROID Brand Management - Revitalized iconic instant camera brand Revenue +24%, profits +$85M. Masterminded segmented product plan to record 1M new global users and record sales 2 years in a row. DEMONSTRATED ABILITIES

Microsoft Office 365, Project, GA, Tableau, SAP - Business Objects, Salesforce, Keynote, French language ACADEMIC ACHIEVEMENTS

Project Management Institute, PMI-ACP Agile and PMP Certified, Six Sigma in process 2019 - 2020 Project Management Expert PME3000 - Microsoft Project Software, Certification 2019 Y COMBINATOR Startup School, graduate from leading accelerator, Mountain View, CA 2018 Leading with Big Data & Analytics Certificate, Kellogg Executive Leadership Program 2017 Master of Business Administration, Marketing, Finance, International Business NORTHWESTERN UNIVERSITY, Kellogg Graduate School of Management, Evanston, IL Bachelor of Arts, Dramaturgy, Directing, Improvisation LOYOLA UNIVERSITY of CHICAGO, College of Arts and Sciences, Chicago, IL Daniel Monaco

Launching profitable projects with informed plans that work. 2340 N. Lincoln Park W, Chicago June 26, 2020

Mary Doherty

SVP Human Resources & Administration

Intouch Group

205 N Michigan Avenue #3200

Chicago, IL 60601

Ms. Doherty,

This submits my resume for Associate Director, PMO at Intouch. I have proven expertise leading the development and timely execution of diverse 360 brand program launches. As a recent example, I led Essilor’s medical device brands’ multi-channel plans to consumer patients. I oversaw the brand managers as project management leads for their respective brand initiatives, providing oversight and guiding integration across channels, brands and agency partners, pre-empting risks. Consistent success came from clear roles, governance and alignment on scope and success criteria with decision makers. The table below shows how I address each requirement of the PMP role for Intouch. Required Experience and Abilities Full filled Requirements BA BA in major in Directing and Set Design

MBA in Marketing, Finance and International business

Executive leadership training in Big Data project management

Y Combinator Startup School graduate

Six Sigma certification in process

10+ years project management, other

relevant experience

4 years agency, 10+ years client experience managing marketing and knowledge work projects. In my last 3 roles, I set up and managed processes where none existed.

Account management roles experience 4 years of experience in account management at Leo Burnett. At my past two companies, I managed the agency relationships for internal clients Producing digital marketing assets and

tactics: websites, emails, digital sales

aids, display ads, mobile applications,

social media, relationship marketing and

SEO

Many 360 projects across the breadth of digital marketing channels. Additional experience includes email marketing, call center messages, direct mail, OOH, broadcast, print, supporting research and knowledge work projects e.g., campaign tracking reports

Effective verbal, written communicator

with senior execs, stakeholder levels

Led and supported senior executives and stakeholders using RACI since my Unilever career start, bringing to 5 different cultures I appreciate Intouch’s declaration as an equal opportunity employer, acknowledging the deep and broad experience of expert +40-year-old talent. I look forward to discussing my fit with the duties required for the role.

Best regards,

Daniel Monaco

add4jf@r.postjobfree.com, 469-***-****

LINKEDIN.COM/IN/DANIEL-MONACO99

Strong client relations, interpersonal skills Proven success influencing organizations using stakeholder management and communication management techniques

Intercept changes from multiple partner

agencies and brand managers; able to

triage. Collaborate effectively at all levels

and functions internally and externally

The past 11 years with Essilor-Luxottica, anticipating, recognizing, intercepting and managing changes was exhibited in my project management across eye health industry, agency partners, US and international marketing staff and department leaders Lead large group meetings/brainstorming

sessions and build consensus

Effective at this at every company, in every annual business, campaign, and new product development planning season and tactical projects, using the many ideation techniques at a PMP’s disposal

Ability to function at both the detail and

conceptual levels

I consistently operate projects from the bottom up and plan from the top down. The details reveal problems and solutions. This is important for risk management, re-planning and executing with excellence Expertise managing time/resources and

juggling competing deadlines effectively

There is always more to do than resources allow. Re-planning with progressive elaboration results naturally in reprioritizing and rebalancing resources to achieve the deadline on budget

Outstanding critical-thinking skills and

innovative problem-solving skills

These skills were developed early at Leo Burnett on the McDonald’s account and furthered at Unilever in brand management

Work ethic, professional attitude, desire

to excel

Exhibited throughout my career and necessary to achieve. One peer VP peer remarked that I was doing most of the work of the team Self-starter: proactive approach to

partners and client relationships

I’ve pioneered and built new marketing platforms for diverse industries such as Unilever’s Ragu multi-year product plan and its first consumer website; Polaroids first consumer segmented product plan that achieved record sales two years in a row; E Ink’s digital merchandising model; TXU Energy’s most effective 360 campaign from appending consumer billing and call center data with quantitative brand tracking data; Essilor’s flywheel patient decision journey and exam platform that drove doctor loyalty and sales. I am currently doing the same for a startup client in clinical nutritional health

Expert in project management best

practices

Expertise honed across varied business models over 20 years.

Adept at applying new learnings along the way

PMP, PMI-Agile certified

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