Marketing DirectoréManager
Resume:
PAUL L. VELLA
MARKETING DIRECTOR/MANAGER
Accomplished marketing communications and media campaign innovator. Equipped with several years of combined experience impacting corporate performance through the development, enhancement and orchestration of sales, marketing and advertising programs.
•Expertly align programs with strategic business direction to achieve enterprise objectives on national/ international levels, optimizing business practices and boosting revenue generation
•Effective manager of projects, people and budgets
•International, national, regional and local experience
•Achieve award-winning results through focus on the continuous delivery of top quality products/services
•A positive, insightful, creative and ROI focused professional
EXPERTISE
Marketing Strategy Development
National and Global branding
Website redesign lead
Creative/media resource relationships
Engaging presentations and delivery
Brand and product launches
Complex print/broadcast projects
Process improvement
Inter-departmental Liaison
Dynamic leader and creator of teams
PROFESSIONAL EXPERIENCE
MFI Technician (temporary contract)
RESEARCH IN MOTION (RIM), Waterloo, Ontario • Current
Provider of technical diagnostics for the current and new blackberry products.
Marketing Manager
INTELLIGENT MECHATRONIC SYSTEMS (IMS), Waterloo, Ontario • 2007–2008
Served as primary leadership force of marketing programs for this start-up, hi-tech organization comprised of 60 staff members targeting international markets. Functioned as liaison with corporate executives, supporting identification of company directives.
•Developed marketing packaging, advertising and tradeshow strategies
•Boosted product visibility by enhancing product website, successfully leading re-launch and re-branding efforts
•Impacted sales performance through provision of detailed reports that resulted in the successful reallocation of $100K for key programs and tradeshow participation
Strategic Marketing Planner
RARE METHOD, Calgary, Alberta • 2006
Planned and directed advertising programs and produced collateral materials to create interest in the purchase of products, services and organizations. Managed accounts and prepared / delivered new business pitches. Orchestrated creative media planning and development.
•Revitalized Calgary Tourism promotional program through conceptualization and implementation of innovative and comprehensive strategic plans and budget realignments
•Spearheaded communications planning integrating traditional, non-traditional and public relations for client
Co-Owner, President
LEAP! CREATIVE, Calgary, Alberta • 2004–2005
Established business and external relationships with clients and business partners. Planned, directed and coordinated new business development, operations and account management. Oversaw alignment of budgeting, forecasting, selling and orchestration of projects.
•Spearheaded creation of partnerships and client relationships, positioning service as strategic value-add offering
•Contributed to client’s 30% sales increase by instituting comprehensive marketing and PR methodology
•Produced world-class industrial video at $90K below projected expenses for Golden Hills School District to promote foreign student enrollment, producing short film with $10K budget
Brand Development Director
WATERMARK ADVERTISING, Calgary, Alberta • 2002–2004
Oversaw business development and brand building for agency. Managed new business acquisition, internal creative development and new business pitches. Developed sales kits for new clientele.
•Expanded agency resources and contacts through strategic alliance building with US agency
•Produced broadcast in just 48 hours, raising public awareness of divisive political issue and heightening national awareness to influence progress. Contributed towards achieving 65% adult agreement with policy change
•Identified, developed and evaluated marketing strategies based on knowledge of establishment objectives, market characteristics and systemic influencers
Advertising Director
WIZARDS OF THE COAST, Seattle, Washington • 2000–2001
Supervised 4 personnel, managed $2M television production budget and oversaw creative strategy development. Developed advertising materials and creative projects for global commercial and print productions. Cultivated relationships with agencies and suppliers. Liaised with marketing and brand personnel. Orchestrated casting, locations and post production of commercials.
•Gained 30% market share re-growth by repositioning 5-year-old product through broadcast television in Japan
•Formulated, coordinated and directed advertising activities and policies for 3 product lines through collaboration with marketing and public relations personnel
Group Media Director
GEE JEFFREY & PARTNERS, Toronto, Ontario • 1999–2000
Chosen to supervise 2 personnel providing oversight of media department, account management, new business pitches, campaign planning and purchasing. Solicited advertising in print and broadcast. Created and delivered sales presentations to clients.
•Prepared and delivered the most successful launch of prepaid wireless services through implementation of marketing strategy and campaign that employed guerilla tactics, selective television / radio spots and event promotions. Client won National Cassie award for campaign’s effectiveness
•Accelerated staff development and interdepartmental efficiency through internal educational program
•Enabled recognition with a Gold Lion award at Cannes Ad Festival through innovative concept design
Media Director
MCLAREN MCCANN, Calgary, Alberta • 1998–1999
Hired to manage, maintain and elevate revenues within assigned account base. Supervised 4 personnel and attended yearly planning conferences.
•Expanded account budget to $20M through repair and transformation of dealer group relationships
•Created unique media campaign for client targeting niche market – market research, analysis, radio promotions
•Located and contacted potential clients providing estimated costs of advertising products and services
Media Director
THE AGENCY GROUP, Calgary, Alberta • 1997–1998
Trained and managed team. Oversaw account management, new business development and media planning. Created, researched and delivered sales presentations.
•Contributed to successfully pitching and winning 10 new accounts totaling $5M
•Introduced new campaign and call forwarding program to accelerate government lobbying efforts that contributed to 90% respondent agreement
•Promoted government initiative for Youth Employment Training Program elevating results 125%
AFFILIATIONS
Member, KW Leadership Council
Chairman, Calgary Advertising & Marketing Awards Show
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