Market Research Help Desk
Resume:
MARK S. MASTERS
Sr. Marketing Management
*********@*****.***
(Multiple Industry
Highlights)
Marketing planning from strategy to tactical linkage including: product and services management, sales and selling systems (direct and indirect), pricing, audience definition, market research, distribution channels (identify/negotiate), buy or build, CRM intro’s, public/trade relations, competitives
(assessments/shop/compare), create --- produce --- deploy promotion and branding thru a national team of talent. Designed to foster our client’s “Defendable Strength™” and gain market share. MarketMotion, President 1991- Present
For over 30 years my marketing firm has assisted clients to accomplish one or all of three roles from a marketing perspective: RESULTS BELOW.
- Gain market share and grow the business (top and bottom line).
- Position or reposition the business to maximize the company’s “Defendable Strength™”.
- Approach the subjects above with the stakeholders (owners/executives/Board) opportunities and desires for timing to exit and “monetize” their efforts. RELEVANT EXPERIENCE
Retail / Tourism-Hospitality
• Tested/verified the B/O to front end POS system developed and serviced for 7/11 by Canmax was strapped with limitations selling to smaller c-store chains. Repositioned the co. via trade relations thru their premier 24/7 help desk. In less than 18 months the co. was acquired and shareholders made whole for their investment.
• Launched and branded the first outlet mall concept in N. TX and OK (5 markets including Dallas, OKC, and Tulsa). Outlet Malls of America, “Everybody Needs an Outlet”.
• Reestablished balance between group and transient business for 4-star Adolphus Hotel during a lengthy recession while maintaining a profitable ADR. Identified key feeder markets and rebuilt CRM database (10K records). Utilized high frequency direct mail and moderate trade advertising to soften direct sales.
• Drew a 10% increase in ski traffic (primarily from Colorado) for State of New Mexico Tourism and Econ. Development thru extensive market research and an aggressively, selective travel and consumer advertising campaign. (Research showed an overwhelming percentage of Americans didn’t realize NM as a U.S. state).
Medical and Healthcare
• Brought in by Bay Area BioRad Labs Clinical Diagnostic division to launch a new portal that has been under development for 3.5 years between HQ and Israel. Initially hired to manage the launch. After 7 months of 4 separate bodies of market research determined 5 market factors working against the co. The $2 MM our Director/client was going to request from his Board was reallocated/diverted to more lucrative areas. (National lab publication The Dark Report named MarketMotion as the only marketing firm in their Resource Directory for this work in 2021).
• Prepared “Situation Summary” for launch of Class III medical laser to be used for wound healing, neuropathy, and post-surgery recovery. Start-up, NeuroLase.
• Served as “outsourced” marketing manager for boutique third-party benefit administrator (TPA- Nexcaliber) 27 years in all marketing and communication functions. Highlights: participated in attracting largest FBO operator in U.S. as a client ($1 MM annual fee), managed all marketing components for largest E. TX grocery chain client including on-site employee health clinic (10 yrs., and trained sales reps for business development remotely in Israel.
• USNOW, a Dallas-based medical benefit insurance distributor for PALIC (New Orleans) insurance carrier was experiencing a faltering revenue stream with 8 sales associates. Within 120 days the CEO acted on several recommendations and accepted assistance to recruit a seasoned VP Sales, engage in an aggressive mixed media schedule of print, direct mail, and digital advertising in 6 specific verticals. Heavily supported by medical insurance trades. Renewed dedication to the CRM, changes to sales compensation, and the sales process changes grew premium from $20MM to $26MM in just over 1 year. PALIC impressed by the results made an offer and bought the company a year later (Undisclosed, CEO rcvd. $1 MM). Product Manufacturing & Food/Beverage
• Developed a quarterly demand program for Kraft Foodservice DFW region. Increased “case” sales by 30% in less than a year and presold commitments from key accounts 90 days in advance improving cash flow. The program was being evaluated to expand to Phoenix and Denver when Kraft was acquired by US Foods.
• Completed competitive analysis and review of the product management role for American Standard (A/S plumbing fixtures) in 10 weeks as a collaboration with Langberg & McHugh management consultants. A/S moved into the #2 category spot behind Kohler in less than 2 years.
• Secured two new clients in 7 months for grocery POS and packaging yielding 8% increase to bottom line for Houston ad agency: Campbell Soups and Shiner Bock beer. Agency, Alban Group.
• Proved valuation for litigation on behalf of On The Border Foods (OTBF) in two weeks with only 6 weeks before trial. CEO called us with his circumstance because Brinker Intl. was challenging his “in perpetuity” clause he had secured with a Brinker EVP to use the brand to launch a line of food: salsa, chips and margarita mix. Brinker was only offering 10 years after the CEO and his brother had built the business from zero to $20 MM. Based on the brand valuation provided the court ordered the license to be extended to 25 years. Subsequently, the brothers sold the company a few years later retaining 40% and receiving $137 MM from the Chicago capital firm.
• For Rowe Machinery, produced demand stimulation thru aggressive promotion toward existing accounts for “parts” division increasing domestic sales and reinvigorating a complacent intl. distributor network. Generated 30% lift in sales in 16 months making this mfr. An attractive acquisition target. Rowe sold the following year to Mestek and the incumbent President remained in place with buyer. I handled two subsequent marketing assessments for the President of the parent company Mestek with divisions in Cleveland and Cedar Rapids. Telecom Services
• Conducted complete market analysis and guidelines for 50 person field sales force on best
“margin” industry categories within existing customer base by segment, pricing, sales volume, competitors and market environment for audio/web conferencing provider. Suggested adjusting new business audience targets, securing a sr. pricing role to monitor sales, and aggressive test market in 8 markets where the company had a strong presence. Premiere Conferencing grew top line sales from $72MM to $200MM in 18 months.
• Developed pricing guidelines for distributors of RDST prepaid calling cards international markets: Pakistan, India, and Mexico. Produced test radio spots in Southern Colorado for the Hispanic audience.
Oil & Gas Tech/Software (S/W)
• Grew O&G database S/W firm from 100 accounts to 400 and improved margin from 10% to 20% overnight w/ pricing change (experiencing less than 3% churn). Postured the company for the next five years of growth and then exiting in 7th year. Growth occurred thru revealing market research about competitive, product, pricing and service advantages. A systematic direct mail campaign, soft trade show schedule, and key industry editorial yielded consistent demand.
• Relative start-up ($3.5MM) O&G back-office (B/O) technology targeting CFO’s had not grown from two “white elephant” clients in 20 years. Company was “repositioned” and rebranded, along with pursuing a more lucrative (but smaller) audience. Dramatic price increase and a more professional sales group took full advantage of a mixed media promotion campaign and name change for demand stimulation. In less than 18 months annual sales for Bolo Systems improved to $11.5 MM and the company was acquired for $22MM.
• Decline curve and forecasting S/W provider PHD needed to launch their product into Moscow to support a longtime source of referral business. In less than 6 months, a Russian version of the S/W was branded (PHD Precise), packaged into demo CD’s, and armed w/ sales collateral, trade booth presentation, and post-event article by a leading Russian O&G publication. 25 new licenses were sold at SPE Moscow to Gazprom and Lukoil. (Sandia/MM won Silver for branding and sales collateral).
• Seven year old start-up iLandman (ILM) had been struggling to get their strong product in front of the right audience with budget authority. From previous experience w/ Bolo I knew that the E&P’s not the land brokers were key to effective adoption. Over 4 years ILM was repositioned, rebranded, price increased, and incrementally the promotion budget was decreased 10-15% a year from $200K (improving margins) while top line revenue increased from $400K to $6.5 MM. Four consistent years of mixed media, trade events, trade relations, aggressive sales leadership (we recruited the VP sales), and hands-on management. ILM sold for $12MM in year 5.
EDUCATION
University of North Texas, BBA in Marketing 1979-1984 Trained and worked with Ken Fairchild author and crisis consultant preparing over four dozen interviewees for 60 Minutes during 80’s and 90’s. Authored “Showdown with 60 Minutes”. 2007
Volunteer / Community Service
• Board member Pikes Peak region, YMCA 1999-2004
• CDOT Adopt a Highway (Wilkerson Pass and Hwy 24) 2000-Present
• Manufacturing Committee member for the N. Texas Council of Govt. Economic Development Council recommending growth prospects for the DFW region. 1993-1994
• Convinced Dallas City Council to match funds from endowment to raise improvements funding for the Dallas Library system to $7MM 1993-1994
• Organized an internship program w/ three Houston colleges for the local marketing Students thru the Houston Ad Chapter with: University of Houston, Rice University, and St. Thomas. 1987-1988
• Provided promotion guidance for President of MADD Chapter President, Milo Kirk 1986 Additional information is available on LinkedIn related to articles written for the banking, healthcare and oil and gas technology categories.
References Available Upon Request ***
Contact this candidate