VP Licensing Consumer Products in NYC Resume Paul White by PaulWhite21


Paul White is an innovative brand building executive with proven ability to create high profile and profitable programs through product extensions, retail marketing and strategic alliances.

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									PAUL S. WHITE
                                                                                        New Rochelle, NY 10804
                                                                     (917) 359-1163: paulwhite23@optonline.net
Executive Profile:
Innovative brand building executive with proven ability to create high profile and profitable programs through product
extensions, retail marketing and strategic alliances. Well respected professional with 15+ years of building brand equity
across multiple brand franchises. In-depth knowledge of licensing operations at all levels. A tactical thinker with
demonstrated ability to deliver mission-critical results.

Skill Highlights:
Licensing                                                Retail Marketing
Brand Development                                        Product Ideation
New Business Development                                 Strategic Alliances
Retail Development                                       Leadership and Team Building

Professional Experience:

Select Branding, LLC, New Rochelle, NY                                                                Mar 2012 – Present
Provide consulting services for companies seeking help to grow their business through licensing, branding and/or sales
development . Such services include:
    Brand extensions, new market penetration, retail development and other strategic initiatives that leverage the core
    assets of the organization
    Identifying, evaluating, forging and managing B2B partnerships and alliances
    Communicating the value proposition and differentiating features of company’s offering to a targeted audience

US Tennis Association, White Plains, NY                                                             Feb 2007 – Feb 2012
Director of Licensing and Retail Development
Headed the USTA’s licensing and retail business creating brand extensions for the US Open Tennis Championships.
Strengthened the company’s revenue position by leading the implementation of new business strategies based on industry
trends and their impact on the target audience. Negotiated, or supervised negotiations, for all license agreements and
oversaw the management of licensees across all categories. Surpassed department’s revenue goals for five consecutive
fiscal years.
Highlights: New Business
     Introduced US Open B2B catalog distributed to an incremental 3,500 independently owned tennis specialty shops
     Enhanced venue sales and customer experience through on-trend, lifestyle product offerings and interactive displays
     Executed cause-marketing programs with Heidi Klum, Jay Z and Venus Williams garnering exposure outside of the
     traditional tennis media outlets
     Opened the USTA’s first-ever Pop Up store effectively creating an additional branded outlet for US Open sales and
     promotional events
     Added and maintained licensed partners across diverse categories including apparel, gift, fashion, digital media,
     jewelry, accessories, toys, electronic games and real estate
     Maximized merchandise sales among USTA’s corporate partners, ticket subscribers, affiliate tournaments and USTA
     membership community
     Collaborated with cross-functional teams to implement new product and retail programs in support of the USTA’s
     youth initiative focusing on growing tennis for children 10 and under
     Executed and managed USTA’s license deals in Italy, India and Japan

HIghlights: Retail Development
   Placed US Open branded endcaps at Dick’s Sporting Goods, Sports Authority, Academy and Barnes & Noble
   Implemented chain-wide signage at Target in support of USTA’s youth tennis initiative
   Helped grow sporting goods business at Walmart through integrated marketing programs (parking lot events)
   Orchestrated product launch event at Bloomingdale’s supported by in store promotions
   Secured product exclusive at Urban Outfitters helping to establish US Open product as a trending brand
   In-store marketing program at FAO Schwarz supported by social media campaign
   Co-op funded merchandise displays made available to independent tennis shops
   Liaised with the Advanced Media Group to bring the e-commerce site in-line with the event and retail merchandise
   programs and better represent the brand
                                                                                                 Paul S. White / Page 2

HBO, New York, NY                                                                                Oct 2006 - Feb 2007
Director Licensing
Helped transition HBO’s licensing methodology from an opportunistic approach into a tactical strategic direction.
Responsible for creating new revenue generating opportunities for HBO programming including The Sopranos, Entourage
and Sex In The City.
    Negotiated HBO’s largest license deal in their history (casino gaming)
    Helped develop products for the launch of HBO’s first retail store
    Conducted market research and set strategy for the launch of The Sopranos branded wine

MTV Networks, New York, NY                                                                        Oct 1998 – Jan 2005
Senior Director of Licensing and Merchandising (2004-05)
Director, Licensing (2001 – 2003)
Manager, Licensing (1998 – 2000)
Managed the Consumer Products Licensing and Merchandising business for MTV brand and its long-form programming.
Defined strategy and business plan for each property. Successfully exploited the brand’s assets generating profit and
exposure while maintaining integrity and relevance within their respective demographics.
Highlights: New Business
    Electronics: Executed MTV’s most successful single product ever licensed with the MTV branded karaoke machine
    (LIMA Award 2003)
    Personal Audio: Secured MTV’s first ever product line in personal audio category; supported by exclusive launch at
    Macy’s Harold Square
    Home Furnishings: Launched MTV’s Home Furnishings business with MTV Cribs franchise, generating $20M in Y1
    retail sales via JC Penney exclusive partnership
    Movie licensing; Developed product line for Jack*** The Movie with Spencer Gifts securing merchandise programs in
    all stores leading up to and during the film’s theatrical release, generating six-figure revenues
    Apparel; Cultivated and launched the MTV retro logo program gaining placement in specialty trend shops nationwide
    and garnering attention from the celebrity community
    Event Merchandising: Planned and managed merchandise operations for the 2004 and 2005 Video Music Awards
Other Responsibilities:
    Negotiated, or approved, all Consumer Products licensing, merchandising and promotional contracts
    Conducted market/consumer research and competitive analysis to identify market opportunities
    Worked in partnership with PR and Marketing groups on creation of in-store and online promotions/sweeps
    Managed budgeting and forecasting process throughout the fiscal calendar and presented P&L positions to senior
    Identified ways to cross promote merchandise within other areas within the company (on-air product placement,
    DVDs, MTV Radio Network)
    Oversaw all of MTVN’s internal and external premiums and promotions involving products for advertisers and

NBA Properties, New York, NY                                                                                1990 – 1998
Licensing Manager, Consumer Product Group (1996-1998)
Licensing Coordinator, Trading Cards and Collectibles (1994 – 1995)
Photography Coordinator (1991 – 1993)
Managed account relationships for 40+ NBA domestic and international licensees representing more than $200 million
annually in retail sales within the sporting goods, trading cards, collectibles, gifts and novelties categories.
   Executed operations in support of annual business plan within the hard goods category primarily focusing on
   competitive research, identifying new licensees, new distribution channels and meeting financial goals
   Managed daily account operations including ensuring licensee contractual compliance
   Developed and managed retail promotions including conceptualization, product selection, fixturing and point of
   purchase displays
   Collaborated with regional offices on implementation of international promotions
   Negotiated contract terms for renewals and new license partners
   Negotiated photography agreements between NBA Photos and the trading card licensees


University of Massachusetts, 1990, Amherst, MA
BS, Sport Management (Contracting affiliate of the School Of Management)

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