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Director, Global Brand Planning Resume Example

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DIRECTOR, GLOBAL BRAND PLANNING
Executive Profile

Extensive experience strengthening existing corporate and product brands as well as creating successful new brands. Recipient of numerous marketing awards. Actively involved with industry associations to grow the overall business. Diverse experience includes retail, automotive, packaged goods and the automotive aftermarket.

Skill Highlights
  • Brand Positioning
  • Market Research & Analysis
  • Public Relations
  • Channel Management
  • Traditional, Digital and Social Media
  • New Product Launches
  • Corporate Branding
  • Motorsports and Incentive Programs
  • Category Management
  • Pricing Strategy
Professional Experience
Director, Global Brand Planning 02/1999 to Current FEDERAL-MOGUL CORPORATION Southfield, MI
  • Managed various marketing functions including brand management, market research, new product development, category management, cataloging, training and digital marketing.
  • Created brand management discipline and elevated brand-marketing function for the company after a series of significant mergers and acquisitions. Company grew from $1.9 billion to over $7.0 billion in revenue supplying auto parts to original equipment manufacturers and the aftermarket worldwide.
  • Identified, evaluated and brought to market successful new products.
  • The company's brands were identified as its greatest asset by customers and other stakeholders in corporate research. Most brands maintain the #1 or #2 share position in their respective product categories.
  • Managed a portfolio of over 22 brands doing business in over 100 countries.
  • Brands include Champion Spark Plugs, ANCO Wiper Blades, Fel-Pro Gaskets, Wagner Lighting Products, Moog Chassis Parts and Wagner Brake Products. Created multiple brand licensing agreements for the Champion Spark Plug brand.
  • Drove strategy team to research, develop and launch the corporate mission, vision and values.
  • Launched the Wagner ThermoQuiet brake pad brand, now the leading brand of brake pads in North America. Elevated Federal-Mogul from #3 in the brake category to #1.
Brand Manager 09/1997 to 02/1999 TENNECO AUTOMOTIVE Lake Forest, IL
  • Provided strategic brand direction to the product management teams for the Monroe Ride Control, Walker Exhaust, Rancho Suspension and DynoMax Exhaust lines.
  • Helped grow Monroe and Walker brand awareness, sales and profit in declining product categories.
  • Launched Walker Quiet-Flow muffler, a differentiated product in what had become a commodity market.
Partner, Senior Account Supervisor 05/1993 to 09/1997 J. WALTER THOMPSON ADVERTISING Detroit, MI
  • Brought packaged goods brand strategy disciplines to the account management team. Managed the Tenneco Automotive, Bosch automotive and Bosch home appliance accounts.
  • Marketing campaign for Monroe Sensa-Trac received recognition in BrandWeek, Adweek and was awarded an Effie for communications effectiveness.
Account Executive 04/1989 to 05/1993 STONE & SIMONS ADVERTISING Southfield, MI
  • Managed the agency's largest account: Van den Bergh Foods Company (Shedd's Spread Country Crock Margarine, Spreadable Cheese and Boursin Cheese).
  • Launched Country Crock flavored spreads, Country Crock Churn Style and Boursin into North America.
Traffic Manager 05/1988 to 04/1989 BAKER, ABBS, CUNNINGHAM & KLEPINGER ADVERTISING, INC Birmingham, MI
  • Supervised seven employees to coordinate ad production and placement.
Account Coordinator 02/1986 to 05/1988 BBDO DETROIT ADVERTISING Southfield, MI
  • Managed development, production and placement of print and broadcast materials for the agency's two largest accounts, Dodge Car and Dodge Truck.
Traffic Coordinator 08/1984 to 02/1986 W.B. DONER & COMPANY ADVERTISING Southfield, MI
  • Handled trafficking of television and radio commercials for the Canadian Tire, Highland Appliance, Michigan State Lottery and Vlasic Pickle accounts.
Education
Bachelor of Business Administration: Advertising and Business Administration Western Michigan University Kalamazoo, MI
Recognition

Automotive Aftermarket Global Design Awards (Multiple); Automotive News Pace Award (2003); Frost & Sullivan Market Engineering Award (Multiple); BMA Pro-Comm Award (2003); New York Festivals Awards (2004); Babcox Reader's Choice Awards (Multiple); International Automotive Advertising Award (2001); Advertising Marketing Effectiveness Award (2004); EFFIE Award (1997); Women's Board Automotive Communications Awards (Multiple)

Professional Associations
  • Automotive Communications Council Board
  • AAIA Marketing Communications Committee
  • AAIA Category Management Committee
  • Aftermarket Data Vision Team
  • Fuel Pump Manufacturers Council founder
  • Car Care Council Work Group; created the "Be Car Care Aware" campaign
  • AASA Marketing Executives Council founder; created the "Know Your Parts" campaign
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Resume Overview

Companies Worked For:

  • FEDERAL-MOGUL CORPORATION
  • TENNECO AUTOMOTIVE
  • J. WALTER THOMPSON ADVERTISING
  • STONE & SIMONS ADVERTISING
  • BAKER, ABBS, CUNNINGHAM & KLEPINGER ADVERTISING, INC
  • BBDO DETROIT ADVERTISING
  • W.B. DONER & COMPANY ADVERTISING

School Attended

  • Western Michigan University

Job Titles Held:

  • Director, Global Brand Planning
  • Brand Manager
  • Partner, Senior Account Supervisor
  • Account Executive
  • Traffic Manager
  • Account Coordinator
  • Traffic Coordinator

Degrees

  • Bachelor of Business Administration : Advertising and Business Administration

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