TOM CATALANO

**** ********** *****

Eugene, Oregon 97401

541-***-****

wdvzsc@r.postjobfree.com

www.linkedin.com/in/tomcatalano

SUMMARY

Strategic Planning

Budgeting

Brand Management

Market Research

Sales Lead Generation

Creative Direction

Internal & External Communication

Advertising & Promotion

Publicity

Copywriting & Editing

Events & Trade Show Coordination

Staff Supervision & Agency Direction

PROFESSIONAL EXPERIENCE

PETERSON CO., Eugene, Oregon May 2004 – June 2009

Marketing & Communications Manager

Directed all marketing, advertising, promotion, and internal & external communication for multi-location Caterpillar dealership in B2B and B2C markets. Reported to company president.

- Hired on to introduce company, products, and services to customers in new sales territory and grow business. Challenges: Customers and prospects knew the product brand but the company brand was unknown and, because the headquarters was out of state, suspect. Also, the market was flooded with dominant and established competitors. I wrote a strategic plan, created a budget, and launched campaigns in all medium. Market share increased from zero to 34% and revenue increased from zero to $120M in 2 years. They are now considered to be a strong competitor.

- Discovered that majority of employees retained after company acquisition of new territory had negative experiences with previous management, including poor communication. I took the following steps to introduce the company brand to employees:

- Proposed and launched company’s first internal newsletter to promote the company’s mission, direction, and successes to all 300 employees. Published monthly for 5 years.

- Expanded newsletter to include 2 out-of-state companies and 700 additional employees.

- Created and distributed employee satisfaction surveys, compiled results, and presented findings to management and employees. Response rate increased 46% and company communication was indicated as “satisfactory” by 97% of respondents.

- Coordinated quarterly employee meetings, presented marketing and market updates, assisted senior managers with presentation content and materials.

- Developed and managed annual marketing operating budget (of up to $650K), consistently within or under budget.

- Using current market research, I proposed, designed, and coordinated targeted campaigns to launch 3 new product introductions in a competitor-dominated market. Efforts contributed to achieving 28% market share for that product line within two years.

- Discovered 2,400 customers in the database not being called on. Hired, trained, and supervised an Inside Sales Representative who made outgoing calls, qualified leads, and closed deals. Incremental business expected to be $2M+/yr.

- Drafted short, medium, and long-term marketing plans for future territory expansion.

- Researched competitors, analyzed market conditions, and presented findings to sales force and top executives on on-going basis. Findings often led to specialized and targeted campaigns.

- Established company brand image and standards. Created brand guidelines for other departments.

- Established ongoing publicity campaign with local media and fielded media inquiries. Succeeded in receiving press coverage every month over 5 years.

- Coordinated the creation and distribution of 6 quarterly newsmagazines to B2B and B2C customers. Efforts contributed to high scores on each of 5 customer satisfaction surveys.

- Directed outside advertising agencies, creative service individuals, and other vendors.

- Wrote articles, letters, speeches, and created PowerPoint presentations for senior managers. Wrote a presidential letter that defused a potential crisis involving an activist group.

CATERPILLAR INC., Peoria, Illinois May 1998 – May 2004

Regional Marketing Communications Representative

Provided guidance and support to marketing managers at 18 independently owned Caterpillar dealerships with more than 200 store locations in North America. Created and managed budget up to $2.1M.

- Provided council on dealer ad campaigns and brand identity issues, introduced corporate programs, reviewed copy and design, provided co-op funding, and shared best practices. Verified that dealer’s goals were matched to corporate office objectives and, if not, worked with Marketing Managers to reprioritize their goals.

- Organized and lead 5 regional dealer groups. Directed creative design and supervised photo shoots. Efforts contributed to 5% regional market share growth.

- After corporate office ceased financial support for an annual Marketing Manager’s conference, I assembled and lead a committee to create the Caterpillar Dealer Marketing Manager’s Association, which is now independently run and funded. This association continues to meet annually to share best practices.

- Directed advertising agencies on creating and executing regional and national ad campaigns.

- Managed marketing website and blog. Wrote and edited content. Tracked results. Surveys indicated that this was a valuable marketing resource for North American dealers.

PATTEN INDUSTRIES, INC., Elmhurst, Illinois Aug. 1987 – May 1998

Advertising Manager

Responsible for all marketing and advertising activity for $200M multi-location Caterpillar dealership with several divisions.

- Developed budgets, created and coordinated advertising, utilized market research, created campaigns for lead generation, wrote and placed publicity, organized & promoted customer events, coordinated trade show participation, created & distributed internal newsletters and external newsmagazines, and supervised marketing staff and call center.

- Brand expert for signage, logo usage, and compliance, ensuring consistent company image and customer awareness.

EDUCATION

Post-graduate studies

Northern Illinois University, Dekalb, Illinois. Major: Business Administration & Marketing

BA, Bachelor of Arts

Aurora University, Aurora, Illinois. Major: Business Administration, Minor: Marketing

Honors/Awards: Senior Class President, Senior Senator, recipient of prestigious Senior Award

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