William T Briggs

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					ANTHONY P. ROY
                                                                                                 1929 Kenmont St.  Cordova, TN
                                                                                           (901) 240-6507  resume@tonyroy.com
                                                                                                         http://www.tonyroy.com

SUMMARY:

A highly motivated, strategic thinker and tactical marketing executive with a successful track record in developing processes,
methodologies and systems to integrate all aspects of a complex organization. Over six years of experience marketing multiple
products and creating B2B Internet technology applications for Fortune 500 companies, utilizing skills in project/product
management, strategy, communications, process redesign and software development.


PROFESSIONAL EXPERIENCE:

MANAGER OF INTEGRATED MARKETING SOLUTIONS FOR THE AMERICAS                                     NOVEMBER, 2002 – PRESENT
International Paper: Memphis, Tennessee

Responsible for leading a newly-created team responsible for integrating marketing within all other aspects of the business,
including Supply Chain, Sales, Customer Service and IT. Focused on implementing strategies to promote revenue growth and cost
savings for an $800MM retail business.


       Divised a new integrated supply chain model to increase profitability on IP-manufactured products by 41%, while
        opening up new channels of distribution. Led project team of 35 people to go from concept to customer within 150 days.
        Project is on target to produce $40MM in incremental annual revenue by 2005, with a market potential of $120MM.
       Ensuring financial and transformation-related goals are achieved, while managing the successful implementation of
        tactical and strategic initiatives for customer acquisition, retention and service.
       Creating a direct marketing strategy, along with a customer marketing database to support end-user targeted initiatives.
       Led customer service integration project between IP and HP to provide Marketing with greater visibility into end-user
        comments and complaints, while providing one-call resolutions for customer issues.
       Created cross-divisional synergies to capitalize on commonalities within the business in the areas of customer self-service
        and digital asset management.
       Managing the development and implementation of a collaborative database project to facilitate virtual product design,
        project management and a reduction in speed to market by four weeks.
       Coordinating business process redesign with cross-functional teams from Marketing, Sales, Customer Service, Supply
        Chain, eBusiness and IT to ensure the creation of customer-centric solutions through continual improvements in
        efficiency, speed to market and scalability.
       Coordinating the development of a data warehouse to enable complete access to product level information for internal and
        external customers.
       Crafting channel conflict strategy with sales and marketing leaders; led cross-functional team in developing clear, concise
        and compelling product positioning.

MANAGER OF EBUSINESS PRODUCT MANAGEMENT                                                        FEBRUARY, 2001 – NOVEMBER 2002
International Paper: Memphis, Tennessee

Managed a centralized marketing strategy team tasked with leading cross-functional teams and defining next generation eBusiness
and supply chain opportunities for a portfolio of companies comprising over $12B in annual revenue. Developed/improved
organizational strategies to optimize performance of staff; assured information was communicated to lead team and appropriately
funneled through the organization with the proper level of authority.


       Developed a three-year eBusiness strategy for a newly-realigned business that enabled 30% cost cutting, while reducing
        time to market by 93 days.
       Reorganized budget to introduce $3.2MM in cost savings measures, while meeting the same business objectives.
       Managed all promotions, public relations and advertising activities, including print, online, electronic media, collateral,
        internal and external communications, tradeshows and telemarketing.
       Led a team tasked with defining market-focused product/customer requirements; coordinated with peers across the
        organization to develop and implement new product/solution offerings.
       Managed a team of two managers and four professionals focused on developing business strategy, managing multi-release
        software products and identifying alliance opportunities to enhance IP’s value proposition to our customers.
       Coordinated usability testing and customer research to ensure delivery of customer-focused software solutions.
       Crafted new software product development process to increase speed, leverage resources across the corporation and
        decrease development costs. Developed consistent policies, procedures and standards along with a framework to measure
        and manage software quality and performance.
       Developed outsource model to enable third-party software development for IP’s supply chain and order management
        applications. Allowed internal IT to focus on legacy applications, while continuing to move aggressively with customer-
        facing solutions through out-source partners.

MANAGER OF EBUSINESS STRATEGY, PRINTING AND COMMUNICATIONS PAPERS                              JANUARY, 2000 – JANUARY, 2001
International Paper: Memphis, Tennessee

Built an eBusiness department from the ground up and coordinated the development of the eBusiness strategy for a portfolio of
companies comprising over $12B in annual revenue. Key leader in communicating and translating the company’s evolving
business vision and goals as they apply to eBusiness.

       Recruited and managed a team of 12 eBusiness product managers. Retained entire team through effective leadership and
        motivation.
       Evaluated information technology infrastructure as a member of an eight-person cross-functional team to determine
        present and future eBusiness capabilities, along with a formal recommendation on a company-wide ERP system. Project
        led to a five-year/$500MM investment to replace internal order management systems.
       Provided overall eBusiness marketing expertise and leadership to set the future direction of the eBusiness team in
        alignment with Corporate and Divisional strategies.
       Developed IP’s first eBusiness strategy and provided strategic frameworks to support business managers across the
        company. Created customer/product segmentation framework to support business.
       Pioneered an industry-specific B2B marketplace with major competitors to develop closer customer interactions. IP
        retains 30% ownership in the company.
       Developed, deployed, tracked and measured the effectiveness of a $13MM budget for personnel, marketing programs
        and internal and external software development.

SENIOR PRODUCT MANAGER, ECOMMERCE MARKETING                                                    AUGUST, 1999 – DECEMBER, 1999
Federal Express Corporation: Memphis, Tennessee
http://www.fedex.com

Divised strategies for future iterations of fedex.com and its root applications including tracking, shipping and rate shopping.
Provided specific guidance to team members to ensure project focus was correct and the work was accomplished on time, within
budget and met the highest quality standards.

       Developed eCommerce strategies and value propositions for all FedEx automated products. Worked with sales on pricing and
        creating customer-facing product literature.
       Member of a team that developed a product management process for cross-functional teams to launch global
        applications. Process enabled FedEx to cut four weeks out of the product development process.
       Product managed the early-stage development of FedEx Multi-Ship, a hybrid Internet/desktop application that featured
        FedEx services along with competitive offerings in a single software solution. Application is now fully-functional and
        installed at FedEx’s largest clients.
       Mentored new product managers with a focus on project management, people skills and marketing segmentation.
       Co-developed FedEx Global Trade Manager, a one-stop resource for international shipping information. Created supply
        chain applications to give customer better visibility into shipments.
       Member of a team that created the vision for the next generation of fedex.com. Drafted customer requirements document
        for new interface and new features. Worked on prototype development through Phase I launch.

PRODUCT MANAGER, ECOMMERCE MARKETING                                                           MAY, 1998 – AUGUST, 1999
Federal Express Corporation: Memphis, Tennessee
http://www.fedex.com

Product manager of a team that grew revenues on an Internet software application from $800M to $110MM annually, while
tripling the customer base to over 500,000 customers and increasing daily transactions from 5,000 to over 100,000.

       Managed product development for FedEx interNetShip, including customer experience, features of service, GUI
        development, backend architecture and alpha/beta/usability testing. Performed competitive analysis, decided overall market
        positioning and then influenced direction of the product accordingly.

ANTHONY P. ROY                                                                                                     PAGE 2
        Defined promotional activities and managed external communications activities (press, analysts and events) and
         implemented branding programs including all collateral materials and activities.
        Product managed the development of the first FedEx Wireless Solutions offering, a PDA hand-held tracking application for
         the FedEx mobile market.
        Redesigned the “look-and-feel” of FedEx interNetShip in response to customer feedback from focus groups, usability testing
         and other external research.
        Managed and updated the fedex.com Style Guide in accordance to a rapidly changing marketplace.
        Created a New Customer Welcome Center on fedex.com for customers requesting account numbers online. The Welcome
         Center , which generated 2,000 new FedEx accounts per month during the first six months, familiarizes the new customer
         segment with FedEx services, automated products and drives usage for FedEx web-based applications.
        Maintained consistency in brand management and global identity of fedex.com by facilitating and approving weekly content
         loads to the site. Established brand identity for online software products that resulted in distinct differentiation and
         competitive advantage.
        Project managed and launched 12 web sitelets on fedex.com, including such core applications Tracking and Rate Finder.


BUSINESS DEVELOPMENT MANAGER, INTERACTIVE MARKETING                                               MAY, 1997 – MAY, 1998
Archer/Malmo: Memphis, Tennessee
http://www.archermalmo.com

Responsible for leading a new business venture within a 20-year old marketing agency, focusing on leveraging Internet technology
to enhance customer brands and developing opportunities for eCommerce. Developed and grew client relationships, proposed
projects to clients, developed the team to implement the project and then managed the development and delivery of the project.

        Co-created the city’s first full-service interactive agency with core competencies in programming development, online
         advertising and database management.
        Developed a disciplined sales structure, approaching situations with a general management perspective and a P&L
         mindset.
        Prepared and reported sales volume and revenue forecasts, and trend analysis and action plans that supported a proactive
         and planned approach to reaching revenue goals.
        Developed strategies and business practices that maximized the pursuit and retention of profitable business.
        Built and maintained close relationships with the key executives of major agency clients and strategic delivery partners.
        Segmented target markets for the firm and tripled the department’s revenues in the first three months.
        Developed and launched 16 Web sites for regional and national clients including: Samsung, M.A. Hanna, Thomson
         Electronics, Belz Enterprises, National Wood Flooring Association, Memphis Convention and Visitor’s Bureau, National
         Civil Rights Museum, Mud Island, Independent Bank and Varco-Pruden Buildings.
        Managed a staff of five programmers and graphic artists.
        Developed integrated marketing programs for clients to enhance database marketing opportunities through the Internet
         and direct response advertising.

FOUNDING PARTNER/CHIEF INFORMATION ARCHITECT                                                      MAY, 1995 – FEBRUARY, 2001
Flaming Stone Interactive LLC: Memphis, Tennessee

Co-created a six-person interactive agency staffed by freelancers focused on developing Internet strategies and sites for the under-
served middle market.

        Supported sales in client presentations through developing site maps and comps.
        Participated in all significant strategic initiatives and business development activities.
        Collaborated with other executive team members, with particular attention to sales to ensure that projects are effective and
         executed with maximum efficiency.
        Project managed website development for agency clients, including: Aetna Financial Services, ResourceFX, PKIDs,
         BusinessThinkers, Belz Enterprises, Perry Nicole Fine Art, Intimetrix, Dialogue Partners, Fleet Feet Sports Memphis and
         Clinical Quality Assurance.
        Developed marketing strategy for sites to maximize advertising budgets, financial returns and site visits.




ANTHONY P. ROY                                                                                                        PAGE 3
EDUCATION:
M.A., JOURNALISM
University of Memphis: Memphis, Tennessee
http://www.memphis.edu

B.A., JOURNALISM
University of Memphis: Memphis, Tennessee
http://www.memphis.edu


COMPUTER SKILLS:
PROGRAMMING LANGUAGES: HTML, Javascript
OPERATING SYSTEMS: MS Windows 3.x/95/98/NT/2000 Server, MS-DOS, Macintosh
INTERNET: Macromedia Flash, MS FrontPage
GRAPHIC DESIGN: Adobe Photoshop
OFFICE PRODUCTIVITY: MS Office Suite, MS Access, MS Project, Lotus Notes, MS PowerPoint
MODERATE EXPERIENCE: PHP3

VOLUNTEERISM:
MID-SOUTH LIVER FOUNDATION
P.R. and Website Coordinator
Memphis, Tennessee
http://www.midsouthliverfoundation.org

MEMPHIS CYCLING ASSOCIATION
Founder and President
Memphis, Tennessee
http://www.memphiscycling.com




ANTHONY P. ROY                                                                            PAGE 4