VP Director Integrated Marketing Advertising in Atlanta GA Resume Debra Radcliff
Debra Radcliff is a 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. She has a strong ability to work in a dynamic creative environment and partner across many functional teams and levels within any organization. Debra is open to relocation for the right opportunity.
Debra Radcliff Smyrna, GA 30080 email@example.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. Page 1 of 2 - Debra Radcliff firstname.lastname@example.org 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