Marketing Manager

JOHN McLENDON

Summerfield, NC *****

Cell: 276-***-**** **********@***.***

Profile

Proven experience to define, develop and leverage brand equity. An authority in defining strategic plans, target markets, appropriate media, budgets and key messaging to influence customer behavior.

Professional Experience

Moses Cone Health System, Greensboro, NC

Interim Vice President : 2010 / 2011

Lead Marketing Consultant role for Health System Marketing Department.

• Consultant with Moses Cone Health System for the vacant Vice President of Marketing position.

• Direct daily management of the key Marketing areas including internal communications, publications, web and e-marketing, graphic design, community education, special events, public relations, advertising and media planning.

• Operations, strategic planning and financial management of all Marketing aspects of entire system.

• Led developing strategic plans and budgets for five hospitals, two med centers, centers of excellence and consulting for sixteen different medical specialty service lines as well as physicians’ committees.

• Developed and managed a comprehensive $3.4 MM budget for the department as well as sixteen service lines working through the lead executives for each service line. This resulted from working with each service line on their strategic business plan to identify key drivers for business growth.

• Target marketing for the MedCenters resulting in outcomes of up to 30% increase in the daily census.

• Led re-organization of eleven member marketing team resulting in improved efficiencies and work output, redesigned job responsibilities, organizational chart and matching skills assessments.

• Led the effort in marketing plans for centers of excellence resulting in a comprehensive advertising and communications campaign for the Heart and Vascular Center.

• Directed the communications plan efforts for several key community events including the groundbreaking of the Regional Cancer Center and the new $200 million North Tower Project resulting in high volume media coverage.

• Led planning teams for several new web sites including strategic direction, key messaging, navigational maps and identifying key functions.

BASSETT FURNITURE INDUSTRIES, Bassett, VA

Director of Retail Advertising: 2004 - 2009

Responsible for the strategic development, implementation and analysis of national and local marketing and advertising programs working with internal team, outside agencies and consultants.

• Strategic planning and execution of advertising campaigns, in total excess of $8 Million, including budgeting, analysis and strategic media planning.

• Managed strategic media planning, pre-buy analysis and negotiations for 35 corporate owned stores in major markets resulting in increased efficiencies with no additional budget.

• Directed all advertising for corporate owned stores resulting in 2% increase in comp sales and 4% increase in overall sales for 2008, an economically down year for retail.

• Implemented local market analysis and media strategy for targeted direct marketing campaigns for specific markets.

• Facilitated the development and implementation of the quarterly advertising plan books and promotions plan calendars resulting in fifteen national promotions annually.

• Responsible for all retail promotion strategic planning sessions including storyboarding with cross-departmental teams.

• Responsible for direct marketing programs including data base planning and projection management for catalogues, and nation-wide circular inserts.

• Directed E-Marketing direct marketing efforts including strategic planning and key message development, on quarterly calendars to support the brand.

• Facilitated development of strategic marketing resource tools including on-line promotion resource.

• Responsible for the private label credit card program including promotions and results analysis.

• Consultant to licensee network to ensure execution, brand consistency and evaluation of results.

McLENDON MARKETING COMMUNICATIONS, Louisville, KY

Director: 2001 – 2004

Developed both consumer and B2B strategies, plus creation and implementation of marketing campaigns.

• Developed and directed strategic marketing plans, advertising campaigns, public relations and trade show management for internal and external campaigns.

• Strategic media planning including pre-buy analysis and negotiation.

• Developed and managed budgets, results analysis and market research.

• Oversaw quantitative and qualitative assessment measures including focus groups, panel studies,

OPTICAL DYNAMICS, INC., Louisville, KY

Director of Marketing: 1999 - 2000

Responsible for all aspects of marketing, advertising and corporate communications.

• Total financial accountability of $3M budget including budgeting and results analysis.

• Managed strategic media analysis and plan development for independent dealers.

• Acquired trademarks, directed lead generation, database management and target marketing.

• Implemented all public relations, communications and strategic tradeshow planning.

• Conducted market research to assess effectiveness and competitive benchmarks.

JOHNSON & JOHNSON / INNOTECH, INC., Roanoke, VA

Marketing Manager; 1995 – 1998

Managed corporate marketing program including program development and financial accountability.

• Facilitated all campaign concepts, message development and media planning.

• Strategic media analysis and planning for individual dealers.

• Managed plans and results analysis with an annual budget of $5 million.

• Communication plans and brand strategies for product launches.

• Directed all lead generation and managed the leads generation database.

• Responsible for the corporate trade show management program.

LIGGETT-STASHOWER ADVERTISING, Cleveland, OH

Account Supervisor; 1994 - 1995

Team leader for the advertising account for a national retailer.

• Strategic planning and negotiations for broadcast, print media. point-of-purchase and direct marketing.

• Directed competitive profiling, customer segmentation and market analysis to identify new opportunities.

• Managed concept and production of print and direct mail campaigns.

TEXAS STATE OPTICAL, Beaumont, TX

Director of Advertising; 1992 - 1994

Implemented retail franchise advertising and marketing programs with a budget in excess of $6.5M.

• Managed strategic media analysis, plans and negotiations for all markets in 4 state area.

• Created brand management initiatives, product launches and facilitated all market research

• Realigned all media DMA’s to reflect more cost-effective media planning and coverage in order to support a more equitable co-op advertising program on a local store marketing basis.

THE JACOBS GROUP, Cleveland, OH

Regional Marketing Manager; 1986 – 1991

Produced marketing plans and advertising programs for ten regional shopping malls.

• Directed all strategic marketing and implementation for al malls in my region.

Education & Training

BACHELOR’s DEGREE / COMMUNICATIONS Evangel University / Springfield, MO

CERTIFIED DIRECT MARKETER (CDM) Interactive Marketing Institute / VA Commonwealth University

CERTIFIEDMARKETING DIRECTOR (CMD) International Council of Shopping Centers

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