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Core Qualifications
Professional Experience
The Association of National Advertisers (ANA)
Senior Director
2013 2015
Marketed, sold, and managed marketing workshops to member organizations. Workshops covered six key areas: Agency Relations;
Brand Building; Creative Development; Metrics; Marketing Communications and Marketing & Strategy Process. Worked closely with
members to generate content and agendas for the Advertising Financial Management, Agency Relations, Research and Measurement,
and Production Management committees. Objective of committees was to explore efficiencies, cost savings, return on investment and
bringing better value to members organizations, as well as enhance and improve the client/agency relationship to help lead to the
best possible work and optimal business results. Within committee meetings, led and provided a forum for education; networking
and discussion to help elevate individuals in their respective organizations, as well as advance client/agency relationships throughout
the industry as a whole. Meetings generated a net promoter score (NPS) of 49.2% and conferences an NPS of 52.5%, with overall
meeting and program content scoring 3.46 and 3.29 respectively (on a 1-4 basis). Responsible for the publishing of two white papers.
AKMC LLC
Sales and Marketing
2012 2013
Responsible for sales, marketing, and account services for plans, programs and campaigns that encompass advertising, website
development, social media, SEO, LBLO, SEM, and e-commerce solutions.
Implemented social media program, bringing 10,000 targeted likes to the client within a one-month period.
Developed white label program for SEO, LBLO, and PPC services for small to mid-sized companies and brought on over 100 clients
worldwide for a social media/PPC white label program (B2B execution).
Signed major advertising agencies to implement social media programs for such clients like Kraft, Louisiana Seafood and Florida
Department of Citrus.
2003 2012
Division head responsible for brand strategy and planning, US positioning, brand architecture, and analysis and interpretation of
research in a decentralized organization, reporting to the Chairman/CEOs office of a $3.1 billion subsidiary of a major Japanese
conglomerate. Accountable for pro-actively identifying marketing opportunities to grow the companys business revenues. Managed
marketing operations, budgets, up to 15 staff members, and six agencies. Managed agencies and emphasized a partner relationship.
Division responsible for all company branding, advertising, public relations, Internet initiatives (web, social media, digital, SEO and
SEM), CRM, research, sports marketing, and marketing procurement for consumer electronics (B2C), office equipment (B2C & B2B)
and solar energy (B2C and B2B), as well as corporate.
Developed the operating infrastructure and established strategic objectives, strategies, and initiatives in alignment with HQ.
Generated 20% lift in brand image by creating a comprehensive marketing and communication strategy that played a pivotal role
in growing the brand image in the U.S., and directly contributed to the achievement of the companys business objectives.
Selected by CSO to take over website reconstruction, launch, and management, resulting in a 25% lift in traffic.
Developed solar go-to-market plan for a new product launch (competitive analysis, roll-out materials, packaging, and pricing
strategy).
Applied Integrated Marketing Communications with Salesforce.com and Marketo for Solar Group.
Executed crisis management protocol for Sharps rapid response program (part of corporate risk management).
Implemented Intranet site to better inform employees of internal communication matters at a zero cost structure.
Andrew Kritzer
Active International
Director of Operations, Business Services Group
2002 2003
Managed customer base of approximately 40 clients using Actives business services. Generated key relationships that allowed the
company to be the go to source for various supply items.
Generated $3.9 million of incremental business within a three-month period by implementing new service capabilities that helped
increase group's sales efforts and expanded base offerings. Salesman on both the asset acquiring and service side of the business.
Improved P&L by optimizing group, defining strategy and assessing current lines.
Generated annual sales in excess of $18 million by developing a business plan that established customer acquisition goals and
overall expansion of the department.
Prepared and implemented sales/marketing programs (trade and consumer) that helped the company achieve its annual sales
target in nine months.
Designed and launched merchandising programs for retail, retail-direct, and builder channels that reduced expenditures by 15%.
Developed marketing promotional strategies and programs (B2C and B2B) to drive national and regional sales goals that resulted
in a 40% lift in sales.
Worked on development of new product roadmap that included volume projections and rationale, pricing, cost targets, capital
estimates, engineering hours, promotional expense and ROI (robotic pool cleaners).
1999 2001
1995 1999
Responsible for strategic planning and research for the Consumer Electronics (B2C and B2B) and Information Systems (B2C and
B2B), and Storage Systems (B2B) Divisions.
Worked on marketing for the launch of LCD monitors. Assisted in traditional product marketing, as well as managing direct sales
through Samsung Direct.
Increased brand awareness by over 50% in a one-year period, by defining and maintaining a clear, compelling, and consistent
corporate brand.
Directed public relations activities for Samsung Electronics America, overseeing all PR initiatives for consumer electronics,
information systems, and storage systems businesses.
A senior member of the Strategic Marketing and Communications Department, reporting to the president.
Managed an internal team and multiple external PR agencies (Edelman and HWH).
Responsible for all press activities at the Consumer Electronics Show (CES), COMDEX, International Housewares Show, as well as
press events at each of the shows.
Oversaw product launches and events, initiating more than 50 announcements per year.
Evaluated opportunities for sponsorships and events.
Education
Syracuse University, Syracuse, NY
Bachelor of Science (Dual Degree)
Marketing - Crouse-Hinds School of Management
Telecommunications Management - Newhouse School of Public Communications