A. BRIAN C. DOUD
**** ****** *** ****, ******** Brook, AL 35223
SENIOR-LEVEL STRATEGIC MARKETING EXECUTIVE
> Senior-level executive with proven experience in brand marketing for some of the world’s foremost brands
> World-class expertise in sponsorship marketing
> Skilled strategist with the capability to transform strategic goals into operational plans
> Extensive experience in creating brand communication strategy through advertising and public relations
AREAS OF EXPERTISE
Strategic Marketing and Operations Planning
PR & Advertising Strategy
ROI and Profit Optimization
Cross-functional Team Leadership
Personnel Management and Development
VICE PRESIDENT. LAWLER BALLARD VAN DURAND, Birmingham, Alabama (2010–Present)
Provide strategic marketing services for agency clients, focusing on driving brand recognition, sponsorship marketing, celebrity spokespersons, customer segmentation, communication planning through advertising and public relations, and market evaluation and market growth planning.
> Structured integrated marketing platform for Smithfield’s new corporate spokesperson
> Devised a 5-year operational restructuring plan for Smithfield Specialty Foods Group aimed at acquiring new businesses, launching new brands and products, and aligning the business to increase manufacturing capacity
> Developed a sponsorship marketing strategy to guide Smithfield Packing Company in choosing sponsorship opportunities for its brands
> Created the Childhood Obesity Strategy and Recommendations for Smithfield Foods
> Conceived the strategic framework for Alabama Power’s charitable giving communication plan
> Conducted an independent review of Alabama Power’s annual customer segmentation analysis which provided unique insights in developing a targeted advertising campaign for select consumer segments
PRESIDENT. SPONSORSHIP MARKETING SOLUTIONS, Atlanta, Georgia (2009–2010)
Provided sponsorship marketing consultancy services to clients.
> Spearheaded a $600 million advertising platform with China Shipping Containers
> Developed a sponsorship marketing strategy for Heinz Foods Foodservice Division
> Secured integrated marketing partners for Samsung’s Ultimate Gamer 2 reality television series
> Managed renewal of beverage sponsorship agreements for PARC Management, a national theme park chain
> Developed brand platform and media messaging campaign for Elf Magic, a regional plush toy company
THE COCA-COLA COMPANY, Atlanta, Georgia (1992–2008)
SENIOR DIRECTOR OF BUSINESS AFFAIRS – SPONSORSHIP MARKETING (1999 – 2008)
Secured sponsorships for Coca-Cola classic, Sprite, Powerade, Full Throttle, and Dasani to meet the brand’s integrated marketing requirements. Identified potential sponsorship partners and managed the sponsorship acquisition process. Managed development of media messaging for sponsorships. Led the sponsorship marketing activities in support of the Dasani, Full Throttle, Powerade, Dasani Flavors, Sprite Flavors, and Gold Peak Tea brand launches, and the re-launch of the Nestea brand. Administered an annual budget in excess of $100 million.
> Orchestrated more than 100 sponsorships in the professional sports, college sports, motor sports, theme park and casino gaming channels
> Saved more than $9 million annually by reducing cash-sponsorship fees to theme parks more than 25%
> Reduced casino sponsorship fees 15% by developing value propositions that established benchmark values for marketing activities, enabling Coca-Cola to take credit for promotional value delivered
> Engineered more than 200 strategic alliances with such companies as FOX Sports, World Series of Poker, DC Comics, MTV, EA Sports, Kraft, ConAgra, Procter & Gamble, and Sony
> Secured agreements with celebrity talent, including Salma Hayek, Emeril Lagasse, Sandra Lee, Maroon 5, LL Cool J, Kelly Clarkson, Carrie Underwood, Dick Vitale, and various NASCAR drivers and teams
> Created value-for-value partnerships with national CPG companies such as Hershey, Tyson, M&M Mars, Johnson & Johnson, and Newell Rubbermaid
> Launched and managed the integrated marketing campaign for My Coke Fest / Dasani Fest, a one-of-its-kind program in conjunction with the 2003–2007 NCAA Men’s Final Four basketball tournaments
> Led the acquisition of master use and publishing rights for musical compositions from Universal, EMI, and Sony-BMG used in advertising and promotional activities
> Managed client relationships for domestic spectacular signs in New York City’s Times Square, Atlanta’s Five Points and San Francisco’s South of Market
MANAGER – GLOBAL STAFFING (1997–1998)
Oversaw daily recruiting and staffing activities for Coca-Cola North America Finance. Supervised a team of 4 recruiters and administrative assistants. Administered a $5 million annual budget.
OPERATIONAL AUDITOR – CORPORATE AUDIT (1994–1997)
Led operations-focused audits and presented findings to senior management. Provided critical assessments of domestic and international operations, specializing in reviews of advertising agencies. Seconded to Coca-Cola Baltics in 1996 to establish new businesses in Estonia, Latvia, and Lithuania. Seconded to Global Marketing in 1995 to develop new contract template for advertising agencies.
SPECIAL ASSIGNMENT – COCA-COLA IRELAND (1994)
Developed the strategy for the launch of Powerade in Ireland, and recommended a 3-year marketing program for product trials and repeat purchases. Led market research on competitors, flavors, and pricing. Determined sourcing of product for import.
PRINCIPAL ANALYST – COCA-COLA FINANCIAL CORPORATION (1992–1994)
Developed optimal capitalization models for the acquisition of foreign and domestic bottlers. Managed a $373 million portfolio of bottler and capital investments.
INVESTMENT BANKER – MEDIA FINANCE. AT&T CAPITAL CORP., Atlanta, Georgia (1990–1992)
CASH MANAGEMENT ANALYST. FIRST MARYLAND BANCORP., Baltimore, Maryland (1989)
BRANCH MANAGER. FIRST NATIONAL BANK OF MARYLAND, Baltimore, Maryland (1987–1988)
Emory University, Atlanta, Georgia
Master of Business Administration in Finance & Accounting
The Johns Hopkins University, Baltimore, Maryland
Bachelor of Arts in Economics