Roy Brannon

Dallas, TX *****•linkedin.com/in/royleebrannon

advj9f@r.postjobfree.com • 214-***-****

Senior-Level Marketing & Brand Development Professional

15+ yeas of demonstrated expertise in navigating changing consumer market trends.

— Areas of Expertise —

Niche Marketing & Brand Development Global Public Relations Profit & Loss Entertainment Product Development Retail Strategic Planning & Execution Hard-hitting Negotiations Traditional & Digital Media Content Marketing SEM & SEO Google Analytics

— Career Accomplishments —

Refined and motivated strategic marketing, sales, and brand awareness for Southwest Airlines, American Airlines, Church’s Chicken, Wendy’s, TGI Fridays, Taco Cabana, General Mills, Neiman Marcus, Sally Beauty Supply, Target, Wal-Mart, 7-Eleven, Showtime, and HBO, etc.

Negotiated and secured product placement agreements for $5.2 million in film projects with Nike and Golfsmith by impacting theater marketing collateral, media buys/promotions, and social media pre-launch activities. Content creation on YouTube and Instagram for the purpose of brand positioning, new product introductions, public relations and sales generation.

Influenced niche-marketing opportunities, built high performance teams, and delivered multimillion-dollar budget management.

Professional Experience

The Lerma Agency – Dallas, TX

Sr Director Brand Leadership (2022)

Direct and manage staff in advertising, technical, internet, merchandising, planning and inventory departments.

Led the overall brand and marketing operations for select clients.

Manage relationships with SEO consultants and all SEM vendors to ensure all participants are rowing the same way for maximum growth.

Led creative development process for digital ads

Plan and manage implementation of the brand strategy, advertising and promotional activities including print, radio, online and local market promotions.

R. L. Brannon Media & Marketing – Dallas, TX

Managing Partner (2018 to 2022)

Formulated strategic marketing plans aimed at advancing business. Handle public relations and communications. Explore market research and coordinate product development, and sales promotion.

Selected Contributions:

Introduced Digital Seat Media within select colleges and university venues to deliver brand content and enhance consumer engagement via mobile apps.

Executed a comprehensive strategy of retention, upselling, and acquisition for Direct TV, resulting in a reduction in churn and increase of subscribers of 227%.

Camelot Communications – Dallas, TX

Vice President of Marketing (2004 to 2017)

Cultivated trusted marketing strategies for new products. Mobilized strategic marketing plans and strengthened new streams of business. Facilitated public relations and collaborated in customer planning targeting African-American and Hispanic media behavior as well as general market media behavior. Shaped accounts, media buying and planning. Unified field marketing for local market team and creative development and offered insights to expedite market expansion.

Selected Contributions:

Advanced market share for Southwest Airlines from .56% to .65% on mid/long-range flight in 30 months and expanded total market share from 12.9% to 13.8% during the same time period.

Improved the B2B and B2C response for Kaiser Permanente, advancing responses by 12% and 14% on first and second DR waves, respectably.

Generated 565 new sales in Las Vegas for CenturyLink by introducing a low-cost solution for calls to Mexico and Latin America.

Additional Experience

Brannon-Cottrell Group – Dallas, TX

President

Orchestrated daily operations, including product and business development. Guided contract negotiations, creative development, brand management, public relations, market research, and digital strategies. Developed and approved all media plans.

Drove Showtime subscription growth over a 6-month period from 10% to 18% by developing an effective marketing strategy and identifying key demographics. Achieved the highest ratings in history for Showtime’s original series programming.

Deployed innovative advertising campaigns for AHN syndicated networks targeting viewers between 25-54 years and surpassing viewership from 20% to 70%. Achieved an increase in advertising revenue (57% to 96%) and a boost in overall revenue by $22M.

Pro-Line Hair Care – Dallas, TX

Vice President Advertising

Pioneered profitable marketing strategies in ethnic hair care. Oversaw media buying, sales support, market planning, public relation, and product development. Developed and launched new products and facilitated alternative product placement in television and motion pictures. Accelerated market research/analysis, tracked consumer insights, headed brand management.

Formulated a media marketing plan, assisted retail partners, and recommended product positioning for CPG haircare targeting women in two age groups (12-24 and 25-54). Achieved recognition as the most successful new product introductions in the category.

Education and Credentials

Bachelor of Science in Advertising & Marketing Oklahoma State University –Stillwater, Oklahoma

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