MARTY HETHERINGTON

*** ***** ***** ***** ***, MI 48067 248-***-**** fjmkzm@r.postjobfree.com

Marketing Director

Account Team Leader Strategy and Tactical Channel Plan Development Elevated Brand Awareness Budget Forecasting & Cost Savings New Business Development

Highly accomplished, strategic marketing executive with superlative record of directing all aspects of successful marketing programs, projects, and operations on both domestic and international levels for several agencies. Keen strategist with demonstrated proficiency at launching retail initiatives to dramatically improve bottom-line performance. Motivational manager with expertise in hiring, building, and piloting high-performance cross-functional teams. Polished professional with superior communication and presentation talents.

Selected Achievements

Trained in London, UK for two years with well-known strategic planners Paul Slaymaker and Fran Foster as part of an SBU

Conducted archetype research for Chrysler in Asia with Dr. Rapaille – a pioneer in the field.

Point person to build the BBDO International Network after the transition of Chrysler account from FCB to BBDO.

Increased brand awareness by leading strategic and creative ad campaign development and production of six television commercials. [BBDO / Pentamark Worldwide]

Negotiated two-year contract with Canadian Jazz Artist Diana Krall as Canadian Chrysler Brand spokesperson. [BBDO / Pentamark Worldwide]

Secured marketing budget savings of 40% in a down industry. [Grote Industries]

Saved production costs by introducing an Internet-driven marketing management system. [Davinci Selectwork, LLC]

Increased agency revenues by 32%. [BBDO / Pentamark Worldwide]

Improved brand awareness by obtaining rights for use of The Simpsons characters to promote Voyager Minivan in Japan. [Bozell Worldwide, Inc.]

Areas of Expertise

Strategic / Creative Planning New Product Launch Website / Collateral Development

Interactive Marketing Account Mgt. International Startups Project Management

MARCOM Planning Brand Development Financial / Budget Management

Event Strategies / PR Cost Analysis Sponsorship Creation

Channel Planning e-Commerce

PROFESSIONAL SUMMARY

DAVINCI Troy, MI

Consulted with DAVINCI on the Chrysler business in the area of strategic planning and campaign development 2009-2010

ACXIOM Corporation Southfield, MI

Global interactive marketing services company, helping other companies maximize the value of online digital information and analytic consultation.

Brand Strategy Manager and Sales Executive – Digital and Interactive Services 2007 - 2009

Handled the Chrysler Business including strategic development and multi-channel campaigns (mail, email and RelevanceX display) for Dodge Ram Truck Launch, Town and County Minivan and Ram Heavy Duty Digital Push.

Brand Manager for AutoNation and South East Toyota Dealer Groups – sold in a Social Influencer Campaign to identify where current AutoNation owners reside within the social networks and degree of influence they generate.

Acted as the international liaison for the automotive group in Europe supporting similar activities internationally.

Coordinated the sales push of highly efficient online targeting launch campaigns and segmentation analysis to Chrysler.

Introduced Life Event Trigger Marketing initiatives to OnStar.

GROTE Industries Madison, IN

$150M manufacturer of safety systems for heavy-duty trucks and work vehicles

Marketing Manager 2006 to 2007

Managed all areas of B2B marketing, including: strategic planning development, annual Marcom planning, tradeshow, advertising, media, PR, retail & aftermarket promotions, catalog / website management, packaging, and merchandising.

Led a core team of four while managing outsourced agency relationships / associates.

Secured marketing budget savings of 40% in a down industry.

Established first-ever review of agencies vying for brand advertising / PR business; reduced costs by selecting lead agency.

Re-organized core team to re-invigorate marketing planning and annual event execution, resulting in a highly efficient team.

Introduced new eRelations / initiated CRM strategy to improve new product launch targeting; gained 30% coverage increase.

Established a benchmark brand awareness and market share research program the facilitated measurement of awareness.

DAVINCI Selectwork, LLC

Daimler Chrysler’s $110M international media management and communications agency for business outside of NAFTA

Managing Partner 2004 to 2006

Orchestrated all media planning and new product launches.

Delivered new business acquisition strategies in retail and quick-service food industries.

Led five direct reports and an international network of 15 while coordinating a $100M international media budget.

Managed a 12-market Internet campaign to pre-launch Dodge globally; attracted 150,000+ website hits and captured early-adopter database information for each market.

Developed pre-launch strategy (including guerilla marketing) for major auto show in Geneva to secure 1.4 million impacts.

Saved production costs by introducing an Internet-driven marketing management system.

BBDO / PentaMark Worldwide Windsor, Canada

$75M global agency of record for Daimler Chrysler

Vice President / /Brand Director – Chrysler Jeep Brands 2001 to 2004

Directed brand marketing initiatives for Chrysler and Jeep in Canada while managing budget of $50M+ and nine staff.

Oversaw showroom catalog development, classical advertising, media & creative strategy, Internet / website development, auto-show event management, national brand image strategy, and retail integration.

Increased brand awareness by leading creative ad campaign development and production of six commercials.

Negotiated two-year contract with Canadian Jazz Artist Diana Krall as Canadian Chrysler Brand spokesperson.

Directed successful launch of Chrysler 300C by developing “Word of Mouth” strategy and generated six direct sales that covered program costs; created over 10,000 conversations to promote the new product in the Toronto area.

Increased sales of Jeep Liberty by securing client approval for production of 60- and 30-second cinema and TV ads.

Senior VP / Regional Director – Daimler Chrysler International Account, AMESA & APO Regions (Troy, MI) 2001

Established new international agency network of 24 global offices to service DaimlerChrysler advertising creative business.

Identified and approved all start-up costs, hired and trained a staff of 32, and opened 24 offices within six months.

Developed and tracked annual headcount-based client agreed contract and P&L process for BBDO Detroit; broke even within first year and ultimately increased agency revenues by 32%.

Successfully achieved buy-in from key staff members to transfer from previous agency.

FCB WORLDWIDE Southfield, MI

Global agency of record for DaimlerChrysler’s Chrysler Jeep Brands – $1B in billings

Senior Vice President / Regional Director – Daimler Chrysler 1998 to 2000

Directed DaimlerChrysler AMESA regional business as liaison between local DC / FCB Office Managers and global field coordination team in Detroit.

Assisted with annual marketing and communication plan development to effectively streamline the approval process.

Implemented global strategic and creative development processes, which permitted quarterly reviews of in-market creative.

Increased product awareness by managing pan-regional media effort in Latin America and supervising business of DC AMESA regional clients.

Senior Partner – Account Supervisor Central Group 1998 to 2000

Oversaw international development of Chrysler brand advertising following merger with Daimler.

Collaborated directly with Chrysler launch team to prepare market introduction of new Neon and PT Cruiser.

Spearheaded international side of new Chrysler global marketing policy.

BOZELL WORLDWIDE, INC. (formerly Bozell, Jacobs, Kenyon & Eckhardt) Singapore

Global agency of record for Chrysler and Jeep (pre merger with Daimler) $50 M in billings

Senior Partner / Director of Asia Pacific Region 1997 to 1998

Led coordination of Chrysler Asia Pacific regional account, including establishment of first regional office.

Directed advertising for Chrysler and Jeep brands, from strategic / creative development through campaign productions; saved $115K in production costs.

Played key role in creation of an Intranet creative assets archiving and supply program that reduced production costs and permitted creative usage monitoring.

Contributed to Chrysler’s first Dealer Advertising Association in Japan and Taiwan to achieve 15% increase in retail advertising media and production spending efficiencies.

Increased brand awareness by obtaining rights to use The Simpsons characters to promote Voyager Minivan in Japan.

Partner / Regional Account Director / Director – Brussels, Belgium 1996 to 1997

Directed regional marketing coordination of Chrysler International account for the UK and Scandinavia.

Led brand image marketing team to establish cohesive European messaging for Chrysler International’s Chrysler brand.

Partner / Account Director – Strategic Business, London, England 1994 to 1996

Acted as Worldwide Chrysler Account representative for first Strategic Business Unit in London before relocation of headquarters to Brussels.

Oversaw brand re-launch and directed product-positioning clinic to test consumer acceptance.

Drove Voyager / Grand Cherokee creative launch campaign strategy & production delivering four spots for adaptation throughout for Europe and managed $1.2M production budget.

Collaborated with strategic / creative directors to develop brand & product image campaigns for European Chrysler & Jeep Cherokee. This allowed for a unified Jeep campaign template in all of Europe.

VP /Account Supervisor Bozell Worldwide – Chrysler International, Southfield Michigan 1992 to 1994

Lead all day to day client services for Chryslers re-launch internationally.

Advertising, catalogs, auto shows, media plan approvals, budget coordination

Sr. Account Executive, Account Executive Bozell – Chrysler Plymouth Dealer Ad Associations 1988 to 1992

Coordinated Midwest and Western Dealer Ad Regions production and billing accountability

Account Coordinator – Bozell Chrysler Plymouth Dealer Ad Associations 1987 to 1988

Mailroom Training Program – Bozell Advertising 1986 to 1987

EDUCATION & PROFESSIONAL DEVELOPMENT

Bachelor of Arts, Marketing Michigan State University School of Business - East Lansing, MI

Adcraft Club of Detroit Advertising Seminars | Bozell Agency Academy | Production courses for print and broadcast

Contact this candidate