Marketing Executive

DANTREL VAN ROBINSON

**** ******* ****** – Houston, TX 77051

713-***-**** phone - *******.********@*****.*** email

PROFILE

Highly creative, results-driven marketing communications executive with diverse experience in sales, proposal development and budget administration for global organizations. Over seven (7) years of building business-to-business marketing and communications strategies.

PROFESSIONAL EXPERIENCE

Marketing Activation Manager, Southeast Region 2004 – 2007

Coca-Cola North America – Montgomery, AL

Responsible for implementing the comprehensive communication strategy of brand launches, consumer promotions, administration of $850K annual marketing budget and public relations activities. Composed post-promotional analyses (i.e., volume and profit performance) for company’s heartland division.

• Led and completed a nine (9) month sampling initiative of VAULT energy soda. Scope of work included gaining bottler commitment through product awareness presentations (i.e., communicating competitive flavor enhancements, demographic appeal, etc.), media planning and leading a cross-functional team of brand management, local bottlers and promotional agency to distribute over 1 million samples throughout Tennessee, Alabama and Panhandle Florida.

• Created and presented internal and external marketing communication activity for Coca-Cola Zero, with a primary focus on conveying the recipe variance from diet Coke to reduce brand cannibalization and attracting a new demographic.

• Spearheaded regional launch of Coke Blak, a carbonated cola with coffee “essence”, throughout the Southeast by leading product awareness campaigns within assigned bottler territory, created targeted sampling events and taste surveys.

• Executed the national launch of Full Throttle Energy Drink within assigned territory. Duties included composing talking points on the product’s ingredients and flavor composition, coordinating a promotional activation team across assigned territory and reporting post analysis results to brand management. This program resulted in over 500K samples in three (3) months and subsequent strong penetration in the energy drink marketplace.

• Successfully established a $1.5 million online regional promotion that tied the MyCokeRewards loyalty program, local bottlers and SEC Conference Football (e.g., University of Alabama, Auburn University, etc.). Increased consumption of 7% versus prior year across entire brand portfolio. Promotion. Promotion included TV and internet advertisements, in-store point-of-sales and on-pack entry codes.

Marketing Consultant, Urban Division 2002 - 2004

Cumulus Broadcasting, Inc. – Albany, GA

Responsible for the marketing operations of three (3) urban radio properties including on-air imaging, concert promotions, community events and account management of over $300K in non-traditional revenue.

• Developed and coordinated GrooveSpeak, a weekly “open mic” event coordinated with a local venue, Miller Brewing Company and our hip-hop station. Program grew 400% in the first year and generated $15K in monthly revenue.

Account Manager, WFOX-FM 2000 – 2002

Cox Broadcasting, Inc. (a division of Cox Communications, Inc.) – Atlanta, GA

Spearheaded the Cox Radio Interactive program, a strategic sales plan that integrated the station website with on-air promotions. Deliverables included developing a customer sell-in presentation, data analysis and content writing for the website. This program increased sales 4% versus prior year, without any additional stress on spot inventory.

Marketing Specialist II, Dept. of Economic Development 1998 – 2000

City of Gary – Gary, IN

Generated internal and public marketing communication activities for city departments. Responsibilities included developing press releases, print collateral, desktop publishing, graphic design and multimedia presentations.

• Prepared talking points for the Mayor’s multimedia presentations and press releases using Microsoft Office and PowerPoint. Served as marketing communications representative for the Department of Economic Development.

• Conceptualized, led and maintained the city’s first website (www.gary.in.us) in 1999. Responsibilities included content writing, graphic designs, layout development and public relations activities that saved over $20K in annual printing costs. Served as the webmaster and liaison between city departments and website hosting agency.

• Contributed to the successful bid to host the Miss USA® Pageant in 2001. Recommended promotional items, presentation development and creative content. Subsequent tasks included managing the $800K annual marketing budget to promote the pageant throughout the state of Indiana.

EDUCATION

Indiana University 1998

B.A. in Organizational Communication, emphases on Marketing and Mass Media

Minor in Graphic Design

• Dean’s List 1997-98

• Publicity Manager for Student Activities Board (1997)

• Member, Phi Beta Sigma Fraternity, Inc. (1998)

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