Team Member Digital Marketing

DARYL MALONE

**** ***** ****** • Aurora, IL ***** • 312-***-**** • • adu5nh@r.postjobfree.com

Qualifications for a Marketing Manager

PROFILE

Versatile, strategic results-driven change agent driving growth through innovative business paradigms, revitalizing core equities, and strengthening brand trust in consumer products and business-to-business services with years of progressive experience creating innovative ideas and programs that achieve key business results for world-class brands. Masterful at creating clear, compelling vision, shaping new strategies, and inspiring and aligning diverse groups. Possesses a solid work ethic and thrives within high-pressure environments. Innovative and detail-oriented problem solver with a proven track record of devising strategies and promotional programs to improve sales, penetrate new markets, and accelerate business growth. Motivational management style with a record of building dynamic internal teams and directing external entities in order to drive results that grow revenue and shareholder value. Excels at developing and managing relationships with C-Level Clients. Dedicated team player with dynamic communication, interpersonal, and organizational skills. Core Competencies:

- Strategic Planning - Consumer Insights - Trade Marketing

- Account Management

- Business Development

- Consumer Marketing

- Transactional Selling

- Consumer Marketing

CAREER HIGHLIGHTS:

• Assisted the Rum Category Innovations team from concept development to market launch of BACARDI Limon flavored rum, the first major BACARDI rum innovation in over a decade. After extensive consumer research, the launch of BACARDI Limon initiated the commercialization of a new range of BACARDI flavored rums positioned to compete outside of the rum category and to sell at a 15% premium to the standard Bacardi rum. BACARDI Limon rum became the #1 selling flavored clear spirits in its first year, surpassing category leader ABSOLUT Citron vodka, and selling 350,000 cases.

• The successful launch of BACARDI Limon provided the opportunity for renewed promotion of the traditional BACARDI rum product line (which had become somewhat staid) at the on-premise (bars, clubs, restaurants).

• In order to leverage the affinity for BACARDI rum amongst African-American consumers, created the BACARDI Limon Style Show, a multi-city fashion & lifestyle event co-sponsored by Vibe magazine, an influential Urban lifestyle publication.

• Negotiated BACARDI Limon product integration in two reality TV series – Blow Out (Bravo network) and Fight For Fame (E! network). The series generated millions of viewers in the Brand’s male/female, 25-34 year old consumer target.

• Implemented shopper marketing programs for multiple consumer packaged goods brands.

• Based on consumer insights, introduced and grew the McCafe line of specialty beverages to $2.9M in 4 years. DARYL MALONE

Page 2 • 312-***-**** • • adu5nh@r.postjobfree.com PROFESSIONAL SYNOPSIS

TAG-One Digital Marketing, Naperville, IL 6/2020 – Present Owner/ Head of Digital Marketing

A digital marketing firm, specializing in digital marketing and advertising services. We work closely with small online businesses to develop key strategies for growth, procedural development, product development, and strategic communication.

• Develop and support the delivery of entrepreneurial programs and/or events to promote business development and growth among online member companies and applicants

• Strategic market development and growth including communications planning, writing and design, and distribution

• Worked to bring coaches and online entrepreneurs together with industry professionals from various niches’

• Direct efforts to develop resources to cultivate and assist online member companies and applicants

• Coordinate brainstorming sessions to generate ideas that may be developed into products and services

• Problem Solving, Teaching, Coaching, and Process Improvement

• Organizational strategy, policy, and procedure development

• Sales and Lead Generation

• Analytics and Reporting throughout traditional and digital media KidZania USA, Chicago, IL 5/2019 – 6/2020 Group Sales Director (Chicago & Dallas)

• Member of the launch team that opened first US location Frisco, Texas in November 2019

• Develops and implements the necessary marketing and sales strategies for group sales teams Coordinates with the marketing team in order to increase market share and aligns the operation with KidZania’s goals and standards.

• Develop a sales culture and cultivate a strategic team environment that provides exceptional guest service and ensure all staff members perform at a consistently high level

• Create and sustain an exciting, high-performance work environment that helps inspire and motivate sales success

• Lead and influence sales staff through effective motivation, leveraging individual strengths to ensure guest satisfaction and maximum productivity

• Select and develop Sales Specialists for more responsibility or internal promotability

• Promote positive team member relations including effective delegation of managerial duties, fostering high team member morale, upholding operations standards and execution of the performance management process

• Manage, mentor and motivate all team members to achieve goals, objectives and quotas

• Analyze financial reports and develop action plans to grow revenue and control expenses in order to meet or exceed annual budgets

• Maintain systems which ensure overall fiscal responsibility

• Determine group sales pricing and promotion strategy aligned to marketing objectives

• Set department goals by period for each area

• Capitalize on business opportunities in the market area by executing company marketing strategies to drive sales

• Administer decisions around all park group sales and performance incentive programs

• Establish and maintain commercial relationships with educational authorities and companies

• Develop sales programs for schools, parties, camps, corporate and government channels

• Conduct relevant market research and analyze competition amongst the entertainment industry

• Manage all Accounts Receivable processes

• Prepare and deliver marketing and sales proposals/presentations and follow up with key decision makers

• Effectively qualify leads and maintain an active pipeline of potential business opportunities

• Create innovative ways to drive and expand sales into existing accounts and new business partners DARYL MALONE

Page 3 • 312-***-**** • • adu5nh@r.postjobfree.com PAYCHEX, Chicago, IL 5/2017 – 5/2019 Senior Retirement Plan Consultant

• Responsible for generating, prospecting and up-selling new and existing clients; these clients consist of existing and non-existing clients that span over the territorial regions of Central/ Western Illinois, Indiana and Southern Wisconsin region. My primary focus is to sell and implement a cost effective Benefit package which consist of a Retirement Plan (401K) and / or a Flexible Spending Account within the targeted businesses.

• Presentations with C-Level Management and/or Key Decision Makers.

• Quota driven environment with career sales numbers exceeding plan. Plans with $500K - $1M in 401K assets.

• Recognized in 2018 & 2019 for outstanding performance - Highest ARPU (Average Revenue Per Unit) in Zone.

• Provided consultative plan analysis in accordance with plan needs.

• Expedited the resolution of client problems or complaints to ensure client satisfaction and retention. The Avalon Group, LTD Naperville, IL 10//2014 - 5/2017 Co-Partner

Develop strategic plans, structure and process for urban/multi-cultural engagement marketing company. Fiscal responsibility for client accounts and programs. Created systems and procedures to streamline partner management initiatives. Cultivate business relationships and managed high-profile accounts – Bacardi USA, Inc., McDonalds Corporation, Target Superstores, Vibe Magazine. Developed, planned and manage multi-scaled event initiatives. Oversaw national promotional budget for blue-chip brands. Leveraged strategic platforms for Clients to create brand affinity programs.

The Marketing Store World Wide, Chicago, IL 11/2010 – 10/2014 Account Director – Strategic Business Partner, McDonald’s USA

• Spearheaded an interdepartmental group to develop vision for multicultural marketing and how it should be structured on McDonald’s national business.

• Created strong value proposition across multicultural, generational and economic segments

• Team lead in numerous new business pitches

• Part of the team that established business goals, product architecture and marketing strategies based on unique consumer insights

• Created total market integrated plan for McDonald’s Flavored Beverage Campaign that increased sales +15% and created new revenue streams ($2.9B in 4 years).

• Led all integrated marketing programs which helped McDonald’s maintain sales leadership in African-American, Hispanic and Asian Consumer Segments with a 42% share of the market

• Fiscal responsibility - managed $5+ million budget, successfully meeting annual profit and budget goals

• Managed four (4) direct report staffers and directed 30+ member Pan-Agency cross-functional agency teams including Account Management, Planning & Research, Media, Creative, Digital, Production, Engagement and Finance

• Launched successful McDonald’s McCafe Desert Campaign targeting African Americans, Hispanic and Asian consumers based on insights; increased awareness +20% over 5 years

• Devised breakfast marketing strategy platform to reposition the “ALL Day” breakfast day-part business

• Part of the team that created the marketing strategy to re-launch and evolve the McDonald’s “Dollar Menu and More” Platform. Led the national promotional planning in support of the new “McCafe Premium Roast Coffee” category. Worked with Leo Burnett (Chicago) in the repositioning of the brand

• Digital Marketing - Led the strategy and revamped efforts for a targeted McDonald’s African American microsite 365Black.com

• Technology Digital Marketing & Social Media- Member of the team responsible for the development, testing and integration of the McDonald’s smartphone mobile order application “McD App”

• Managed and led the development of the key multi-cultural millennial activations: Latin Grammy Awards, Essence Music Festival and the McDonald’s Flavor Battle QSR (online, digital), HBCU Sports Classics Activations. DARYL MALONE

Page 4 • 312-***-**** • • adu5nh@r.postjobfree.com ADDITIONAL EXPERIENCE:

AstraZeneca Pharmaceuticals LP 3/2003 -11/2010 Cardiovascular Account Specialist

Burrell Communications Group, Chicago, IL 2/1992- 3/2003 Account Director

(Bacardi USA, Inc. & McDonald’s Corporation)

EDUCATION: 1992 B.A., Business/ Marketing, University of Wisconsin-Madison

• Chicago Council of the American Association of Advertising Agencies (AAAA) in conjunctions with the The University of Illinois at Champaign-Urbana

• Institute of Advanced Advertising Studies Certificate conferred Spring 2000 SKILLS:

• Highly motivated and action-oriented with strong problem solving and analytical skills

• Passionate about using technology to address and identified problems

• Ability to work independently and be willing to take leadership roles as necessary

• Proven ability to manage changing priorities

• Expertise in digital, online, mobile, direct, and shopper marketing

• Proficient with Mac and various Microsoft Office Application MEMBERSHIP:

• University of Wisconsin-Madison Football Alumni

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