VP Director Integrated Marketing Advertising in Atlanta GA Resume Debra Radcliff

							                                                     Debra Radcliff
                                Smyrna, GA 30080 deb.radcliff@me.com 714-330-0444 (mobile)
                                                        Qualifications for…
                            Executive-Level Management in Advertising / Marketing
Strategic marketing and advertising executive with a 22-year track record of success, leveraging business and artistic acumen to
improve customer perception, expand global market share and maximize profits. Strong ability to work in a dynamic creative
environment and partner across many functional teams and levels within any organization. Hands-on leader with proven
abilities in developing, training, and mentoring diversified marketing and advertising teams. Demonstrates exceptional skills in
business expansion and profitability through marketing strategies and brand development. Expertise encompasses:

 Digital/Social Marketing     Advertising/Marketing Promotions    Corporate Communications         Profit/Loss Responsibility
 Product/Brand Marketing      Graphic Design/Photography          Print/Catalog Production         Forecasting/Budget Compliance


                                                Selected Accomplishments
    Developed and directed integrated marketing strategies for the new and exclusive line of Martha Stewart Living product
    launches for Paint, Patio Furniture, Closet Organization, Carpet, Kitchen Cabinets, Countertops, Decorative Hardware and
    Holiday Décor for The Home Depot, exceeding sales plan for the first year. Marketing elements included TV integrations,
    Magazine campaigns, in-store collateral and POP, TV and Radio, Email, Direct Mail, Social, Digital and PR executions and
    other various cross platform marketing tactics.
    Reduced advertising production cycle by four weeks through streamlining processes, while reducing department headcount
    and G&A by 10% for Sports Authority.
    Developed in excess of $2.1M of new business in six months for Pierce Promotions.
    Created and executed 44 grand opening advertising plans in 2004 for The Home Depot, achieving over 100% of sales plan
    for 40 new stores by devising integrated, multimedia advertising and marketing strategies.
    Designed and launched aggressive guerilla marketing plans for The Home Depot targeted against local competitors.
    Instituted multicultural marketing initiatives that specifically addressed markets with high Hispanic penetration. Developed
    and implemented four regional strategic marketing plans, generating $700,000 incremental sales for 19 Home Depot stores.
    Established and managed new West Coast divisional advertising department for EXPO Design Center; instituted processes
    and production schedules; hired and oversaw a team of 18 coordinators and artists that executed all divisional advertising.
    Spearheaded communitywide telethons, generating over $3M annually for the Jewish Federation of Greater Atlanta.

                                                         Career Track
THE HOME DEPOT, ATLANTA, GA
Senior Director Marketing                                                    February 2010 to September 2012
Oversee and direct all Marketing strategies for The Home Depot’s core US retail business. Provide leadership of over 35 senior
and mid-level marketing managers in the development of strategic and tactical marketing plans that leverage new insights, best
practices, innovative executions and media integrations to create growth, improve financial performance and gain competitive
advantage. Serve as the primary liaison between Merchandising SVPs and all Marketing cross-functional departments including
Online, Digital (SEM, SEO, Social, Mobile), PR and Internal Communications, Branding, Visuals, CRM and Operations.
Responsible for $80M incremental budget over and above base marketing plans, providing strategic guidance for incremental
spending and ensure all plans are within budget guidelines and planned effectively.

SPORTS AUTHORITY, INC., DENVER, CO
Vice President Advertising and Marketing                                              April 2007 to February 2010
Provided leadership for all Advertising/Marketing initiatives to the largest full-line sporting goods retailer in the U.S. with 476
stores in 45 states, generating approximately $2.5 billion annual sales. Led, mentored and motivated a team of 55 advertising
and marketing professionals in the development and implementation of all aspects of national and regional advertising and
marketing including creative, copywriting, production and photography. Maximized profitability through delivering on time,
under budget executions across all media platforms including print, broadcast, direct mail, online and vendor-funded
opportunities. Provided guidance and leadership to in-house photography studio including all on-set and on-location
photography, as well as regional marketing teams to support Grand Openings, Sports Sponsorships and Competitive Grassroots
initiatives. Partnered with Global Merchant groups and Marketing team to develop and implement effective and targeted
advertising and marketing campaigns with the goal of meeting or exceeding sales objectives and ensuring strong ROI.
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                                                       Debra Radcliff
                                             deb.radcliff@me.com        714-330-0444

PIERCE PROMOTIONS, LONG BEACH, CA
Senior Director Client Services                                                  April 2006 to February 2007
Directed the success and development of assigned client programs for a national experiential marketing event agency. Oversaw
a team of employees in California, Portland and Seattle on the development and execution of programs and events across
multiple platforms. Maintained and grew profitability of agency through business development initiatives and seeking
additional revenue generating areas within existing budget. Developed and communicated marketing strategies, creative
platforms and brand development concepts for new and existing clients through effective presentations and strategic marketing
proposals. Major clients included Verizon (FiOS and Broadband products and services) and Anchor Blue Retail Group.

MAKITA INDUSTRIAL POWER TOOLS, USA, LA MIRADA, CA
Retail National Accounts Marketing Director                                             March 2005 to April 2006
National Accounts/Channel Management focused on driving sales of industrial power tools through relationships with large retail
accounts (The Home Depot, Lowe’s, Sears, Menards) as well as their strategic partners. Development of point of sale (POS) data
analysis, and merchandising strategies, including point of purchase materials and management communication to enhance existing
programs and implement new ones. Responsible for developing relationships with large retail accounts while growing existing retail
business. Managed the buyer/merchant relationships as well as logistical and operations teams necessary to implement programs.

THE HOME DEPOT, ORANGE, CA
Regional Marketing Manager – Western Division                                            May 2002 to March 2005
Directed the development and implementation of all marketing and advertising initiatives for 400 Home Depot stores in 14 states and
53 markets in the western US, including Hawaii and Alaska. Prepared and administered the division’s $40-million advertising budget.
Provided recommendations for enhancing store performance, based on such sales data as average purchase, number of customer
transactions, past market performance, market demographic makeup, and market trends. Negotiated and managed professional sports
sponsorships with the Anaheim Angels, San Diego Padres, Seattle Mariners, Denver Broncos and Phoenix Suns.

National Advertising and Creative Manager – EXPO Design Center                           March 1999 to May 2002
Led the design and execution of national advertising strategies to increase sales and market share. Directed a staff of artists,
copywriters, outside ad agencies, photo studios, and print production vendors in ensuring creative consistency and brand integrity
throughout corporate advertising and marketing efforts. Controlled the department’s $30M advertising budget. Reduced print
production costs by $1.2 million by implementing direct-to-plate printing process in 2002.

THE HOME DEPOT, ATLANTA, GA – Continued
Internal Communications Manager                                                        March 1997 to March 1999
Performed as lead project manager of the company’s internal newspaper and corporate communications; maintained overall
responsibility for an 80-page bimonthly newspaper for seven regional newspapers distributed to 160,000 employees in the US,
Canada, and Argentina. Coordinated all aspects of production, encompassing scheduling, design, editorial, photography, printing, and
distribution. Served as an in-house photographer for a majority of companywide events.

JEWISH FEDERATION OF GREATER ATLANTA, ATLANTA, GA
Publications Manager                                                               September 1993 to March 1997
Managed all marketing, communications and brand development, collaborating with professional staff and lay leadership to drive
fundraising and community building locally, nationally and globally. Budgeted, directed, and executed the production of all
publications, including annual reports, invitations, brochures, ads, videos, and other collateral. Directed and marketed Super Sunday,
the annual fundraising campaign generating $2 million towards the annual campaign. Created and executed Major Gifts events with
Henry Winkler, Leonard Nimoy and other celebrities to raise funds allocated to donor-specific programs including Ethiopian Caravan
Project in Israel.


                                                           Education

              Bachelor of Arts in Journalism, with a Major in Advertising and a Minor in Retail Marketing
                                                  University of Georgia