MARK E. JAMES
SUMMARY
Senior Marketing and Advertising executive with identifiable, measurable achievements in successful corporate turnaround and brand rejuvenation challenges in retail and manufacturing environments. Accomplished change agent combining strategic, tactical, and creative leadership to aggressively grow profitable sales. Skilled in branding, market analysis and segmentation, ad agency direction, database-driven marketing innovations, promotion, product development, strategic sales support and multicultural marketing. Fluent in Spanish. Conversant in French, Italian, and Portuguese.
PROFESSIONAL EXPERIENCE
THE KEYSER GROUP (FLORIDA PLASTICS INTERNATIONAL, INC.) Evergreen Park, IL 2006 2009
Leading Manufacturer of Signage and Menuboard Solutions for QSR and Retail Industries
VP Marketing Corporate, Evergreen Park, IL
Led all branding, marketing, planning, research, prospect targeting, RFP responses, presentations, sales support. Member of Leadership Committee. Sales Manager of Keyser Visual division. Peak staff of 7.
Generated new business opportunities with four major chains representing a total of 8,800 locations within one year of assuming sales leadership of Keyser Visual division.
Selected by President to lead Product Innovation/Engineering. Led development and marketing programs for first digital interactive products, which were accepted for sale to McDonalds system.
Led successful re-branding initiative converting corporate and subsidiary IDs to The Keyser Group, including new logos, website and collateral sales tools, resulting in significant new-customer growth.
Delivered double-digit sales increases by designing a complete re-imaging package for a QSR including graphics, signage, uniforms and serve ware.
Led design project for companys transactional LED lighting website. Project was completed successfully and site launched under budget and ahead of schedule.
BANTA CORPORATION, INC., Menasha, WI 2004 2005
A technology and market leader in printing and supply chain management with $1.5 billion revenues.
Director of Marketing Direct Marketing Group, Oakbrook, IL (2005)
Directed all marketing, budgeting and planning, research, prospect targeting, tradeshow planning and execution, sales proposals, presentations, collateral development and multicultural marketing. Member of Executive Committee. Staff of 3.
Achieved 8.2% sales increase and record 70% operating income improvement by creating a new marketing, prospect selection and sales support strategy targeting highly-profitable inline imaged work in first half of 2005.
Generated $3.7 million incremental sales by focusing prospecting program on 80 Fortune 500 companies. Within first six months, sales team successfully engaged 13 new customers.
Opened new $14 million incremental sales opportunity by creating first-ever collaborative sales program with Literature Management Group.
Director of Marketing Catalog and Direct Marketing Groups (2004)
Created and led all planning and budgeting for marketing, including tradeshows, sales support materials, prospect targeting and presentations. Member of Executive Committees and key contributor to first branding project. Staff of 3.
Increased 2004 operating income to 3.3% of sales for Catalog Group and 4.3% of sales for Direct Marketing Group by creating and implementing new marketing plans for 2004 as compared to negative operating results in 2003.
Drove first-ever total sell-out of available November print schedule for Catalog Group by devising sales program targeting potential customers needs with manufacturing strengths and competitive advantages.
Drove sales success for 2004 which continued into 2005 by developing new marketing program and sales presentation for co-mailing capabilities.
DAVIDS BRIDAL, INC., Conshohocken, PA 2001 2002
Number one retailer of bridal and formalwear. Subsidiary of May Company with $288 million revenues, 155 stores.
Senior Vice President - Marketing and Advertising
Directed all corporate branding, creative development, catalog and collateral production and distribution, internet presence, multi-channel advertising, media, public relations and tradeshows. Staff of 17.
Increased comparative store sales 27.3%, bridal registrations 29.7% and exceeded sales plan 18% by innovating first series of branding promotions supported by national TV, which attracted customers not motivated by traditional price-oriented bridal sale events.
Increased sales 15% and reduced promotional spending 68% by evaluating call activity and re-targeting media into highly responsive, low-cost daytime TV.
Achieved 24% comparative store sales increase and exceeded sales plan 14% by devising new media plan and credit promotion overlay for major bridal sale.
Increased sales in non-bridal dress and accessory programs 30%, by initiating comprehensive branding and labeling program and upgrading quality and consistency of store signage.
BRADLEES, INC., Braintree, MA 1997 2000
Regional discount department store with $1.4 billion revenues, 105 stores.
Senior Vice President - Marketing and Advertising
Led marketing planning and budgeting, research, public relations, media, print and broadcast creative development, weekly multi-page advertising insert program, print and distribution, and ad agency management. Staff of 19.
Successfully emerged from Chapter 11 by initiating and leading new branding program to rebuild discount department store image focused on companys core strengths of quality and low price. Achieved EBITDA goal from 1997 - 1999.
$196 million EBITDA improvement in first year, and $423 million EBITDA the following year by improving ad page productivity 14% and growing average store transaction counts by 5.6%.
BEST PRODUCTS COMPANY, INC., Richmond, VA 1992 1996
Retail catalog showroom with $1.4 billion revenues, 175 stores.
Senior Vice President - Marketing and Advertising
Directed all marketing budgets and planning, development of major catalogs and ongoing multi-page advertising inserts and mailed flyers, print and broadcast programs, media, ad agency and database management. Staff of 26
Joined company in Chapter 11 and revamped marketing program, reversing double-digit multi-year declining sales and significantly reducing expense, enabling successful emergence from bankruptcy.
Devised predictive response models for 50+ mailed publications annually which produced $250 million in incremental sales and saved $20 million in expense by delivering 8% - 12% response rate and transaction increases while reducing circulation by 40%.
Delivered 265% of original $20 million Christmas Catalog sales goal totaling $53 million in revenues by creating data-driven pagination and distribution strategy that increased planned 80 pages to maximum of 180 pages and grew circulation from 3.2 million to 5.7 million while maintaining original budget.
BUILDERS SQUARE, INC., San Antonio, TX 1988 1992
Home improvement retailer, subsidiary of Kmart Corporation with $2.1 billion revenues, 146 stores.
Vice President, Marketing and Advertising
Led all marketing budgeting and planning, including development of weekly ad inserts, print and distribution, broadcast production and media, public relations, co-op programs, and ad agency management. Staff of 24.
Created double-digit traffic increases within six months of assuming responsibility and developed marketing programs that led chain from under-performing Kmart subsidiary to number one in group.
Increased total vendor support 139% in one year ($23 million to $45 million) by creating and selling comprehensive vendor-focused promotional partnership program.
7-ELEVEN, INC. Dallas, TX 1972 1987
Worlds Leading Convenience Retailer with $12.7 billion revenues, 8,200 stores.
Advertising Manager / Creative Services Manager / Copywriter / Account Executive
Won 50+ national and regional advertising awards with in-house advertising staff. Led work through ad agencies that won Gold and Silver Lions at Cannes International Advertising Competition. Won annual Advertising Age award for Best Promotion of the Year and was named one of Advertising Ages Best and Brightest Young Ad Executives. Staff of 33.
EDUCATION
B.A., PLAN II; Western European Studies, University of Texas, Austin, TX, 1971
PROFESSIONAL DEVELOPMENT
Effective Executive Workshop, The Wharton School, University of Pennsylvania, Philadelphia, PA
Advanced Marketing Program, Graduate School of Business, University of Texas at Austin, TX
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