Sr Brand Manager

Posted on: 2007-07-10

Angela A. Mullins 2756 Sanibel LN Se 770.434.9639/202.550.1648 Smyrna, GA 30082 [email protected] Executive Summary Senior Marketing Manager with demonstrated achievement in launching new products and meeting sales and profitability objectives; Experience in both consumer retail marketing and business-to-business marketing. Skills - How I Add Value  Demonstrated expertise in developing marketing plans and leading cross-functional teams to drive positive results, especially in a fast-paced environment. Experience in developing and executing marketing communications plans.  Has managed all aspects of the advertising agency relationship, including strategic and creative planning and budgeting.  Effective communicator at all levels within the organization, demonstrated through extensive negotiation and tactical decision-making sessions with upper management, marketing, finance, sales, advertising, customer service and outside vendors.  Strong financial acumen. Experience Feb. ’05 – Apr ‘07 Russell Corporation Atlanta Georgia Sr. Brand Manager – Jerzees Mass Retail, Wholesale Clubs, Food and Drug • Developed product marketing plans and retail marketing programs to support the Jerzees brand strategic objectives ($200MM Business). o Championed the development of a new women’s line of active wear from conception to sell-in at mass retail. o Led the team that grew sales of women’s active wear in the Club channel by $5MM in 2006. o Worked with executive management to sign new licensees such as FIFA World Cup generating $2MM in incremental sales for 2006. • Established wholesale pricing and margins for new styles; performs P&L analysis at the style/account level. • Planned and guided Marketing Research initiatives for the Jerzees Brand. • Developed national media plans to increase awareness, advertising in American Profiles (C & D markets) as well as Billboard campaigns in select markets. Also planned and executed grass roots marketing campaign for the Hispanic community (Latino festivals, generating over 1MM impressions in summer of 2006). • Managed the development and execution of creative materials, including in-store media, POS, and other merchandising vehicles and in-store fixtures to drive product trial; Conducted sales/ square foot analysis and revises future programs to be more effective. • Worked closely with field sales on development and execution of programs that drive unit sales at the top strategic customers; assisted sales teams with presentation of product and marketing plans to retail marketing managers and buyers. • Managed a $5MM customer marketing budget, updating and forecasting spending quarterly and on a project by project basis; manages the retail Co-op budget. • Managed the agency-of-record and other vendors in development of strategic customer marketing objectives, strategies, tactics and spend levels. • Managed and coached two marketing managers and a marketing coordinator. Apr ’03 – Dec ‘04 America Online, Inc. Dulles, VA Senior Marketing Manager – Direct Response • Primary responsibilities include driving the growth of AOL’s Dial Up and Broadband services through the inbound telemarketing channels. • Developed and managed marketing programs; Tested new offers and price plans to increase member registrations. • Forecasted call volumes and projected orders; managed the budgets for promotional spending and testing. • Increased the growth of key price plans (new product sales of $24.95 Broadband plan grew from 10% of Sales mix to over 61% in 2003). • Developed and managed affinity marketing relationships (value-add offers with retail partners like Wal-mart, Toys R Us, Banc One Visa and Best Buy). • Managed key marketing research projects to gain insights and improve member registration rates. • Implemented key initiatives with customer service to improve call center performance and improve operations tactics. • Managed the marketing analysis relationship and made recommendations on the reporting infrastructure. Apr ’00 – Feb ‘01 Mckinley Marketing Partners Alexandria, VA Marketing Consultant – Brand/Marketing Communications Worked with multi-national telecommunications company in the following: • Developing and executing corporate integrated marketing communication plan for VoIP product launch. • Worked with key team members to develop brand positioning and to define core value to the consumer. • Developed sales tools, including sales toolkits and presentations for trade shows. • Managed all aspects of the advertising agency relationship, including tracking of internal budgets. Aug ’98 – Mar ‘00 MCI WorldCom Arlington, VA Brand Manager – Calling Card o Managed residential and small business calling card product; generated $950 Million in sales. Sales grew 5% YOY. o Developed marketing strategies, formulated pricing strategies; oversaw the launch of new initiatives. Worked with marketing analysis to track performance trends. o Developed inbound Telemarketing upsell strategies; Developed scripting and positioning for sales agents. o Managed the execution of customer incentives through Partner marketing programs. Dec ’97 – Jul ’98 Sara Lee Corporation – The Bali Company Winston-Salem, NC Brand Manager – Just My Size Intimates o Responsible for driving the growth and profitability of the Just My Size intimates business (bras and shape wear) through the mass retail channel (Wal-Mart, K-Mart & Target); generated $50 million in sales annually. Managed $6 million consumer and trade marketing and advertising budget. o Developed annual marketing and promotional plans. o Worked with Megabrand team and Ad agency to develop the “I AM” advertising campaign. o Developed new packaging to fuel sales and attract new customers. o Developed product line extensions with Merchandising team; forecasted volumes and determined pricing strategy. o Trained Customer Service representatives. o Lead consumer marketing research efforts; analyzed industry and market trends. May ‘92 – Dec ’97 Sara Lee Direct Marketing Division Winston-Salem, NC Direct Marketing Manager – Just My Size Catalog o Oversaw profit and loss, strategic planning, product development and marketing execution for the Just My Size Catalog ($30MM business). Repositioned the catalog with a new core audience and grew sales 11% YOY. o Developed Circulation strategy; Formulated acquisition and list strategy as well as retention/winback strategies. o Developed advertising and promotional plans; worked with in-house agency to plan and paginate the catalog. o Developed Merchandising and product develop strategy and direction o Supervised an Assistant Marketing Manager. Strategic Planning and Marketing Manager o Worked with the division President in managing the strategic and financial planning process for $170MM Direct marketing Division, including the One Hanes Place catalogs, Just My Size Catalog businesses. o Tracked competitive and market trends to guide Executive management in strategy development. o Worked with Business Unit heads in developing strategies to exceed corporate profit objectives. o Diversity Trainer Assistant Merchandise/Product Development Manager • Developed merchandising and product development strategies for Just My Size & Color Me Natural Catalogs. • Oversaw all aspects of product sourcing, including vendor recruitment, licensing and price negotiations. • Managed excess and obsolete inventory. Identified new quality control processes to reduce returns and improve profitability of all product lines. • Performed SKU product and category analysis, including ROI and square inch analysis. Marketing Assistant • Developed strategies for Co-ops, FSIs and package insert programs; • Analyzed direct mail test plans and model controls. • Managed sales of L’eggs and Hanes hosiery thru on-line services. EDUCATION Clark Atlanta University, MBA, Marketing 1992 University of Arkansas at Fayetteville, BSBA, Marketing, 1988 Sara Lee Direct Internship Program, summer 1992 Diversity Trainer – Sara Lee Direct