My experience includes working in CPG, QSR, sports marketing and numerous retail categories including home improvement, wireless, and confectionary. I also have deep experience in fundraising, having worked with political, healthcare and educational organizations.
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I know that finding the right consultant to help with your marketing is a choice not to be taken lightly. That’s why I offer free consultations to walk through your needs, the scope of your goals, and your budget.
I have co-responsibility for client relationships, new business, the creative product, strategy, revenue-generating initiatives and annual budgets. I also work in close partnership with Chief Creative Officer, Rob Conrad. A complete client list is available at canteenco.com. Here are a few noteworthy initiatives.
The power of a brand-based approach. Led strategy development and wrote the marketing plan for Rady Children’s Hospital-San Diego. This initiative raised awareness, engagement and generated 16 $1million+ donations for the first time in history. The hospital also raised over $20 million earmarked for the advancement of pediatric mental health initiatives . The donor base grew +8% in year 1 without increasing expenditures.
Elevating a local hospital system to regional prominence. Led strategy development for the Next Medicine Now campaign for NorthShore University HealthSystem’s genomic medicine initiative. This campaign launched the institute and exceeded its $10 million goal in one year. The campaign idea and architecture were subsequently adopted by the hospital for all marketing initiatives.
Finding the inherent drama. Primary responsibility for the strategic positioning of Lake Forest Academy as “Midwestern Heart. Global Mind.” Brand identity was refreshed accordingly. This work grew enrollment from 300 to 435 students. They’ve received pledges for $90 million in endowment gifts, capital improvement funds and the Academy Fund; while achieving a peerless reputation and recognition as the number one private secondary school in the midwest. So much for competing with eastern preps.
Management director (2003-2008)
Element 79 Partners
From retail to direct sale. As the lead executive on the Cricket Wireless business we recommended and initiated a direct to consumer sales channel and marketing plan that grew the customer base from 750,000 to 3 million in three years. Also resulted in lower media costs and higher product margins.
Building a human connection between players and fans. Introduced the National Hockey League’s Game Changers program, the first joint effort between the NHL and NHLPA resulting from the Collective Bargaining Agreement. Game Changers profiled the off-ice interests of players to build on their on-ice reputations and is now being televised during the Stanley Cup Playoffs.
The power of emotion in retail. Grew the Lowe’s Home Improvement business from project-based to AOR in two years. Led development of a strategic positioning that was the basis of “Let’s Build Something Together” campaign.
account director (1985-2002)
Leo Burnett USA
Aspirational targeting and a cascading media plan. Member of the small team that doubled Altoids sales in 3 years with minimal spending increase, surpassing $100 million sales target. The team won numerous Effies and a Kelly award in the process.
From baking to convenience. Developed the Hot and Fresh in Minutes campaign and a portfolio management strategy that generated double-digit gains on Pillsbury’s refrigerated dough products. Introduced numerous successful new products including breadsticks and One Step cookies and brownies.
Kids and Tweens a bridge to adult loyalty. Grew McDonald’s position as Tween’s favorite QSR and restored Ronald as kid’s favorite commercial character (Q Rating). Executed the two most successful Happy Meal programs of all time: Mattel Barbie/Hot Wheels and Nintendo Mario Brothers.
Compelling expression of value. Helped reverse 3 Musketeers’ 10 year share decline in six months with teen-targeted “Big on Chocolate” campaign. Successfully launched the new Ethel M boxed chocolate franchise.
Awards, Honors, Education & Publication
Awards & Honors
PROSPECTOR AWARD (2008) For contributions to growing client and agency business
GOLDEN RULER AWARD (2008)
ALCHEMY AWARD (2008)
For team building
GOLD EFFIE (2001)
For Altoids Love Tin Introduction
SILVER EFFIE (2000)
For Altoids sustained campaign success and Cinnamon introduction
GOLD EFFIE (1999)
For Altoids national expansion
BEST BOSS (1998)
For leadership and team building at Leo Burnett
Education & Affiliations
George Washington University. BA in American Civilization
American Association of Advertising Agencies
Conscious Capitalism, Chicago Chapter
Old Town School of Folk Music Communications Committee
Purdy, Clay and Conrad, Rob, Inspiring Generosity: Marketing Techniques for Fundraising Visionaries, Chicago, IL: CreateSpace, 2018.