VIEWS: 128 PAGES: 2 CATEGORY: Resumes POSTED ON: 10/10/2012
Guy Peters is a passionate, award-winning marketing executive with more than 15 years of diverse industry B2B and B2C experience from Fortune 100 to start-up.
GUY D. PETERS firstname.lastname@example.org San Francisco, CA 415.827.0884 Strategic Marketing Leader Combining analytics and creativity to expand market share and grow revenue Passionate, award-winning marketing executive with more than 15 years of diverse industry B2B and B2C experience from Fortune 100 to start-up. Turning insights into winning strategies and flawless execution through internal collaboration and unique, creative programs and partnerships to deliver results Product appearances in hundreds of media outlets, including Wall Street Journal, BusinessWeek, Wired, Popular Science, Elle, Vogue, Allure, Marie Claire, and on The Today Show, Good Morning America, Nightline, ESPN, CNN, Dr. Oz, The Doctors, The View, and 20/20 with Barbara Walters ● Product Development & Launches ● Market Segmentation ● Traditional Media ● Brand Strategy and Positioning ● Trade marketing ● SEO, SEM & Social Media ● Market Insights/Research ● Mktg/Op/Strat Plans ● Public Relations PROFESSIONAL EXPERIENCE SOLTA MEDICAL, Hayward, California (medical device specializing in aesthetics) ● 2011–2012 Sr. Director, Global Marketing Responsible for department of 20 people, 4 direct reports, and advertising, social media, SEO/SEM, PR, tradeshows, channel development, collateral, inside sales, and creative services for portfolio of 6 brands Managed 18 social media properties, organically growing and delivering social engagement Integrated and launched acquired new technology with new branding only 9 weeks after acquisition Managed 7 PR agencies with 1.5B global media impressions in Q1 2012, a 475% increase YoY Drove lead generation/ nurturing activities through marketing automation systems Redesigned 3 websites and implemented new SEO, increasing UMV traffic by 34% YoY Reduced marketing budget variance from 14% in Q2 2011 to 0.7% in Q1 2012 Built strategic and operating plans to align with and drive company goals Voice of the Customer - Gain insights to create fully integrated plans, combining digital and traditional marketing to surround the customer and consumer with consistent messaging PACIFIC PULMONARY SERVICES, Novato, California (respiratory therapy) ● 2008–2010 Director of Marketing Brought in to jump-start a new business unit that had been launched to poor results Helped grow revenue to $165M from $131M, and grew revenue in new business unit to $30M from $15M Tripled customer acquisition from 400 to 1,200 per month Managed CRM (Salesforce.com) implementation testing with sales and IT Created new positioning and messaging and trained 250 person sales team Designed and automated new workflow processes to enhance communication between marketing, customer service, sales, customers and patients Created and built an operations team of 12 people focused on revenue enhancement RADAR CORPORATION, San Ramon, California (radio frequency consumer products) ● 2004–2008 Vice President, Sales & Marketing Responsible for all marketing and sales operations for a start-up’s new disruptive technology Created a new premium brand, including strategy, logo, packaging, positioning, creative, PR, and E-commerce website Took revenue from $0 to $1M in first year with almost no marketing dollars Received BusinessWeek Magazine’s “Top 25 Consumer Products of the Year” award Guy Peters Page 2 METABOLIFE INTERNATIONAL, San Diego, California ● 2003–2004 Director of Marketing Hired by a private equity firm to help turnaround the business for sale Reversed sales declines with new print, television and Internet campaigns around new brand positioning, messaging, and product launches, based on market research insights Developed new product pipeline and achieved distribution in mass, drugstore, and grocery retail TAYLORMADE-ADIDAS GOLF/ DUNLOP SLAZENGER GROUP, San Diego, California ● 1998–2003 Director of Marketing, TaylorMade & Maxfli Brands (2001–2003) Planned and implemented strategic marketing initiatives for a $500M organization Increased revenue to $500M from $370M Managed a team of ten, a $21M budget, and all outside agencies Global Director of Marketing, Maxfli, Slazenger and Dunlop Brands (1999–2001) Responsible for all marketing for a $100M business, including strategic planning, new product development/launches, promotion, market research, creative, PR and all media Grew revenue from $0 to $20M in one year for a new product with a creative launch plan and almost no marketing dollars and earned Pro Golf’s “New Product of the Year” award Managed a team of nine, a $6M budget, and all outside agencies Senior Marketing Manager, Maxfli Golf (1998–1999) Led all marketing initiatives, inclusive of life-cycle planning, product development, packaging, messaging, website development and management, research, and sales collateral Produced print and TV campaign using Jack Nicklaus as a spokesman Launched the industry’s first consumer rewards program, reversing sales decline on the Greg Norman branded business NABISCO FOODS GROUP, Parsippany, New Jersey ● 1996–1998 Product Manager, Egg Beaters Responsible for marketing and new product development for a $90M business unit Led a high-performance, cross-functional new product development team to determine critical Go/No Go decision while managing supply chain and commercialization for a national launch Conducted new product market research, including concept screens, focus groups, human factors, and conjoint and volumetric analyses Associate Trade Marketing Manager, Margarine Liaison between brand and sales teams for Blue Bonnet, Parkay, and Fleischmann’s brands Launched new products and promotions to the sales team Customized national programs for individual key accounts CADBURY BEVERAGES, Stamford, Connecticut ● 1994–1996 Associate Field Marketing Manager, Coca-Cola Bottling System Managed local marketing initiatives for a portfolio of brands, including Canada Dry, Schweppes, Sunkist, and A&W Managed local programs for five Coca-Cola bottlers, resulting in growth rates averaging 13% Planned and implemented $5M in spot media, tied to local retailers, in three markets Assistant Field Marketing Manager, Coca-Cola Bottling System Performed competitive analyses based on syndicated research data Created and delivered presentations for top Coca-Cola bottlers (NY, LA, New England and Mid Atlantic) and key retailers to determine distribution, advertising, pricing and promotion initiatives EDUCATION MBA, Marketing - Cornell University, Johnson Graduate School of Management, Ithaca, New York - 1993 BS, Finance - California State University, Sacramento, California - 1987
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