BRANDING STRATEGIES | MARKETING EXPERT COMPETITIVE MARKET POSITIONING
Motivated and innovative marketing executive with over 20 years experience delivering state-of-the-art marketing campaigns and promotional materials that deliver proven, sustainable bottom-line results. Strong ability to create and communicate a call to action to launch projects on time and on budget. Develop and implement strategies that increase sales, build brand awareness and expand market share. Track record of accelerating growth by revitalizing, rebranding and reinvigorating a company’s image. Creative thinker with direct hands-on experience to quickly conceive, develop and execute plans, integrating all creative and practical aspects of the development and production process, to optimize revenue, increase exposure and reduce costs.
PIPELINE INTERNATIONAL, Compton, California • 2007 - Present • www.pipelinegear.com
Vice President of Marketing/Partner
A licensing and manufacturing company of unique surf and snow clothes and surf gear inspired by the world famous Pipeline surf break, located on the North Shore of Oahu, Hawaii. Vice President of Marketing/Partner Brought on board to revitalize and rebrand the company to target the youth market and become the face behind the brand. Utilize social media and the latest technologies, including the design, re-launch and management of an ecommerce website, to reach the company’s audience. Collaborate with licensees and built a nationwide sales team with a direct-to-retail strategy. Manage freelance artists, vendor relationships and supply chain activities. Key Projects and Accomplishments: • Revitalized an outdated brand to appeal to the younger consumer. Created a new, updated image, setting the look, tone and feel of the brand and re-launched across all marketing pieces. Created an online store to sell directly to consumers. • Changed marketing direction to a direct to consumer sales strategy, executing a grassroots advertising and promotional campaign and securing a surf team to promote the brand. • Drove sales from 0 to $1.5 million in the United States.
JEFFREY ALEC COMMUNICATIONS, Los Angeles, California • 1986 - Present • www.jeffreyalec.com
Marketing communications firm specializing in business-to-business brand identity development and design in new and traditional media. President/Creative Director/Owner Deliver outstanding customer-focused creative brand strategies to align with clients’ marketing objectives, gain visibility, drive revenues and solidify and expand the client’s position in the market place. Provide the strategic direction and vision, holding full P&L and budgetary accountability and overseeing all day-to-day activities to ensure the smooth flow of business. Cultivate and nurture account activities to expand customer base and grow revenues. Lead talented creative team in the creation of commercials, catalogs, product packaging, trade show signage, web design, print advertisements, logos and company branding that exceed expectations. Streamlined processes and systems, utilizing the latest technology to reduce costs and improve productivity.
Key Projects and Accomplishments:
SNAP-ON SPECIALTY TOOLS
Challenge: To focus the brand message and strategically position the global Torque Wrench and Airframe tooling division to unite the company.
Action: Collaborated with the client’s Vice President of Marketing and marketing team to capture a distinct brand campaign and launched to the Snap-On teams’ worldwide digital assets.
Results: All teams used the same brand element, which created a cohesive tone and feel and provided a distinctive new look.
Challenge: To create a new brand identity that would help shore up current customers and capture new markets.
Action: Created a new identity that focused on all-season versatility and durability and incorporated the new look into advertising, catalogs, direct mail, interactive marketing, packaging and the website.
Results: Three years after the launch of the campaign, the company continues to enjoy a distinctive edge that drives revenues.
Challenge: To launch a new line of medical devices and build brand identity.
Action: Collaborated with the Vice President of Sales and Marketing and the communications department staff to develop a strategy and create a full suite of marketing collateral that was extended to advertising, surgical and technical guides, interactive marketing, trade show booths, packaging and the website.
Results: The company continues to make inroads in tough markets, building identity, bringing new products to market and increasing sales.
Challenge: This premier architectural engineering company had not updated their identity in 45 years and wanted a more contemporary view.
Action: From the ground-up re-launched the company with a full suite of marketing materials such as advertising, brochures, trade show booths and the website.
Results: With the repositioning in progress, response has been outstanding.
UNIVERSITY OF CALIFORNIA, Los Angeles, Los Angeles, CaliforniaCoursework in Business and Advertising/Graphic Design