Dean C. Cost

(C) 913-***-****

adh3s5@r.postjobfree.com

www.linkedin.com/in/deancost

Olathe, Kansas 66062

EXPERT MARKETING EVENT LEADER

Chief, Experiential Marketing • Manager, Conferences/Events • Senior Brand Manager

Value Selling • Experience Leader • Live/Virtual Marketing Expert • Channel Management

Driving Value Propositions • Identifying Marketing Opportunities • Improving ROO/ROI

Results Driven • Persuasive Negotiator • Attention to Detail • Strategically Versatile

WORK EXPERIENCE

Results-Centric Marketing, Olathe, KS Oct 2020 – Present

Consultative Director

Expedite clients to identify clear vision, goals, strategy, and tactics to achieve true ROI at conventions, congresses, events, trade shows, and field sales programs.

Employ clear marketing best practices (SOPs) including virtual/live convention and event operational areas.

Coach clients to decrease budget output, increase target engagement, and realize true predictable long-term growth via Sales Loyalty/Retention programs and Microsites.

Design social media elements to drive specific objectives deploying targeted infotainment and gamification.

Spotlight qualitative/quantitative analysis, providing data-driven insights to senior leaders.

Bayer Pharmaceuticals/Animal Health, Shawnee, KS June 2003 – Oct 2020

Senior Manager, Conventions & Events Jan 2017 - Oct 2020

Promoted multiple times into Senior roles. Elanco acquired Bayer August 2020.

Promoted under company restructure to Senior Manager of Conventions under centralized Business Services group in Whippany, NJ for US Animal Health, US Human Neurology franchise, and US Bayer/Monsanto Crop Science division with combined +2MM budget.

Actively personalized KPIs via experiential venues resulting in +20% memorable takeaways.

Decreased budget output -30%, increased target engagement +10%, realized +8% growth

Created and implemented +50 annual targeted conferences to increase ROO/ROI 20%.

Reported on qualitative/quantitative analysis, providing data-driven insights to senior management.

Senior Manager, Trade Marketing & Events Jan 2008-Jan 2017

Promoted to US Trade (B2B) Marketing Communications in charge of driving Trade advertising publications, Conferences, KOLs, Sponsorships, BayerDVM website, Sponsored Reference libraries, Budget, and Customer Loyalty program for US Small Animal Veterinary/Pet Specialty Retail/Farm Animal/Equine segments. Executive updates managing +3MM budget.

Revitalized BayerDVM.com with 600% increase SEO traffic and 200% increase in time spent.

Developed a data-driven, road-mapping Veterinary loyalty CRM program to plug-and-play brands that impacted field sales 6%.

Manager of Marketing Communication (Events) June 2003-Jan 2008

Reduced spend 8% and negotiated increased strategic reach while fully executing annual $4.2MM advertising B2B plan.

Creative development and design of marketing communications materials through internal teams and outside vendors of over 26 brands.

Drove 45 annual face-to-face experiential initiatives/conventions ($5MM budget) with measurable results. Executions: 10’x10’ to 300’x300’. (domestic/international)

Filled in as Brand Manager of Equine from January 2005 to July 2006. Collaborated with brand development teams to identify opportunities to scale $3.5MM in programs. Generated over $4MM in revenue YOY via strategic planning and implementation of seasonal and annual sales, marketing, and production plans. Directed 3-member team focused on bolstering client communications, campaign effectiveness and YOY sales of 12%.

Prior Experiences: Market Manager, DST Output; Senior Product Marketing Manager, Moen, Inc. / The Rival Company / Brunswick Outdoor Recreation

EDUCATION AND TRAINING

Digital Event Strategist Coursework, Professional Convention Management Association, IL

Northern Illinois University, CTSM Candidate, Certified Trade Show Manager, DeKalb, IL

Northwestern University, Certificate, Branding Program, Chicago, IL

University of Phoenix, MA, Master of Organizational Management, San Diego, CA

Emporia State University, BS, Bachelor of Science, Business, Marketing, Emporia, KS

PERSONAL, AWARDS, TECHNOLOGIES

Pacesetter Award 2014 • Neill P. Overman Veterinary Industry Award 201 • Bayer Continuous Improvement Award • 2X winner Excellence Award • Continuous Improvement Award 2015 • Series 6 & Series 63 Licenses • Cvent • MSOffice • Veeva • SEO • Zoom • Salesforce • Concur • Cross-Functional Collaboration • Persuasive • Attention to Detail • Virtual Events advance • Analytical • Team Management * Data Analytics • Team Builder * Resource Allocator * Gorilla Marketer • Subject Matter Expert • Solution Marketer • Entrepreneurial

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