application/x-httpd-php executiveresumesdetails.php HTML document text Daryle Rico


Name : Daryle Rico
Industry Type : Marketing Director
City & State : Portland, OR
Job Title OR
Relocation Preferences : Related Professions
Objective : Phoenix, AZ
Resume :  

Seasoned marketing and creative guru with a proven ability to produce
measurable results in fast-paced, deadline-driven environments.


16 years of integrated marketing experience, including advertising, branding, public relations, sales promotion, direct response, interactive media, and special events.
Strategic thinker with demonstrated success in planning and executing national campaigns, product launches, websites, and innovative sales support tools.
Impressive record of new business success with a list that includes several national clients.
Notable career combining exceptional creative talent with high-caliber team management skills.
Diverse business background with experience in retail, healthcare, consumer products, financial services, professional services, food products, building products, hospitality, real estate, and non-profit organizations.
Nationally recognized for creative excellence in print, broadcast, direct mail and the Web.


EARTH ADVANTAGE, INC., Portland, Oregon 2008 - 2009
Director of Marketing
Reported to the Director of Operations. Responsible for promoting all home certification and builder education programs. Delivered marketing support to a national network of 400 builders and sponsors. Supervised all aspects of marketing, including branding, advertising, public relations, media planning, corporate communications and stakeholder relations.
Notable achievements:
o Evolved the marketing organization into an action oriented team that earned national
o Negotiated print media contracts, increasing value-added from all vendors.
Designed and produced collateral materials to support builder and realtor education programs.
Developed annual marketing plans for strategic partners and outlined advertising and public relations goals for strategic alliances.
Conducted qualitative and quantitative market research studies to determine market share and positioning, test new programs, and understand buying criteria.
Mounted trade shows, home tours and other off-site marketing events.
Prepared and managed an annual marketing budget of $300,000.
Directed strategic positioning and logo development/design for Earth Advantage Institute.
Developed name, logo, and introductory marketing plan for new Builder 2030 program.

FRED MEYER JEWELERS, Portland, Oregon 2006 - 2008
Director of Marketing
Reported to the President. Responsible for the development and implementation of all marketing strategies and tactics to support retail operations in 410 stores. Spearheaded production of all marketing tactics while establishing a cohesive national brand image in all marketing communications.
Notable achievements:
o Reduced production and distribution costs for direct mail programs by $1-million in one year.
o Developed and executed marketing plans that produced over $430 million in sales.
o Reduced marketing costs for major in-store sales events by 50%.
o Launched a new product sales catalog that produced $4-million in sales.
o Launched two multi-million dollar e-commerce websites.
Negotiated all media contracts and corporate sponsorships, maximizing advertising exposure.
Planned and implemented a $12 million marketing budget.
Supervised creative production of all marketing materials, producing award-winning results in print advertising, sales catalogs, direct mail, point-of-sale materials, and the Web.
Collaborated with senior management to establish promotion calendars, budgets, and deliverables.
Established and maintained time lines, production dates and vendor relationships.
Supervised all internal creative production and managed outside advertising agency.
Ensured compliance to best practices and leveraged FMJ buying power.
Mentored a staff of six and partnered with HR to address employee performance issues.

BRADSHAW ADVERTISING, Portland, Oregon 2001 - 2006
Creative Director/Senior Writer
Comprehensive responsibility producing all creative deliverables. Experienced in advertising, brand development and management, corporate identity, advertising, corporate collateral, Internet marketing, and managing creative resources and vendor relations. Supervised and mentored a 6 member creative team. Directed the agency's new business effort. Improved financial performance of department by expanding scope of work for existing clients.
Notable achievements:
o Spearheaded new business efforts that increased agency billings by $600,000 in one year.
o Surpassed departmental profitability goals for six consecutive years.
o Supervised selection & training of creative staff, managing 95% staff retention over six years.

GOODWILL INDUSTRIES of the COLUMBIA WILLAMETTE, Portland, Oregon 2000 - 2001
Creative Director
Reported to the Director of Marketing. Conceived and supervised the production of all marketing communications to support 120 Goodwill chapters throughout North America. Introduced strategic development process to in-house marketing department. Re-focused corporate communications from a promotional platform to a brand platform with promotional support.
Notable achievements:
o Developed a national advertising franchise program that reduced production costs by 50%.
o Led creative efforts that produced the first $1-million sales week in company history.
o Enhanced organization's creative reputation by earning numerous national awards for retail and mission-based advertising campaigns.
ROBLEY MARKETING, Portland, OR 1992 - 2000
Creative Director/Senior Writer
Responsible for conceptualizing, creative direction, and management of all creative deliverables, including design, advertising, web development, and radio and television production. Experienced in brand development and management, corporate identity, B2B and B2C advertising, sales collateral, integrated marketing campaigns, project management, budget management, web site design supervision, radio and television production, and management of creative resources. Provided creative leadership for six national accounts.
Notable achievements:
o Tripled agency billings in three years by expanding agency's core competencies.
o Managed a creative staff of 13, maintaining 100% staff retention over four years.
o Directed new business efforts that secured three national accounts within a two-month period.
Senior writer and broadcast producer on all key agency accounts.
Hired and mentored a 13 member creative staff.
Helped build the agency from a staff of 10 to a staff of 30 in 18 months.
Major national and regional clients included: Danner Boot Company, Boise Cascade, Wells Fargo Bank, Copper Mountain Trust, United Healthcare, Time-Warner Television, Oregon Beef Council, and Holiday Retirement Corporation.


Budget Planning & Management
Broadcast Supervision
Copy Writing
Corporate Communications
Direct Mail
Email Marketing
Integrated Marketing/Advertising/Public Relations
Media Planning & Placement
Print Production
Project Management
Sales Promotion
Search Engine Optimization
Social Marketing
Strategic Planning
Trade Show & Event Planning
Web Content & Development


B.S., Speech Communication

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