Stephan C. Ulbrich 214-673-7000 2920 Muirfield Drive, Lewisville, TX 75067 [email protected]
Product/Brand Marketing Executive A highly energetic, creative and strategic builder of brands PROFILE: Innovative and results driven marketing executive with a proven track record of building and growing products in multiple categories and industries. Successful leader in the development of effective local, regional and national marketing p lans across multiple channels for major packaged goods, retail, health care and manufacturing companies. Proven record of generating exceptional sales and prof its (EBIDTA). Motivational leader who thrives on building, training and retaining highly effec tive teams with the management and communication skills necessary to generate ac celerated growth and profits. KEY BUSINESS STRENGTHS: * Market Planning, Development and Research * Product Introduction & Lifecycle Management * Strategic Planning * Ad Agency Management * Creative Branding/Channel Marketing * Team Leadership in Cross Functional Environment * Value Proposition & Profit Optimization (ROI) * Social Media Marketing * Media Management, Planning & Buying * Website Development * Creative Development * E-Commerce and Digital Marketing (SEO/SEM) * Consumer Behavior & Insight Research * Public Relations/Corporate Communications * Event Planning & Partnership Marketing * Brand Development/Repositioning & Market Expansion * Product Portfolio Management, Pricing & Sourcing * P&L Management
PROFESSIONAL EXPERIENCE Marketing Consultant 2010 - Present Advanstar Communications, Los Angeles, CA Marketing consultant for this leading worldwide media company providing integrat ed marketing solutions for the fashion, life science and power sports industries . Leading the development and branding of a new worldwide educational product for the power sports industry, launching in 2011. Brand development and mass marketing including branding and packaging, digital m edia, print media, social media marketing, online advertising, consumer and trad e show management and event sponsorship.
Director of Marketing 2002 - 2009 Tucker Rocky Distributing, Fort Worth, TX Senior corporate and brand marketing leader for the second largest worldwide man ufacturer and distributor of aftermarket parts, accessories and apparel in the p ower sports industry. Responsibilities included marketing management, ad agency management, portfolio management, new product branding/marketing, vendor relati ons, advertising production/creative development, competitive analysis, website development, catalog production, product trademark and packaging, social media m arketing, online advertising, digital media, in-store POS, consumer insight rese arch, trade show management, athlete contract negotiations, and event sponsorshi ps. Official company spokesperson and media contact for corporate and brand mar keting communications. Hired, managed, mentored and trained a department of 22 with 4 direct reports. Drove the evolution and expansion of the company from a traditional two-step who lesale distributor to a brand-centric marketing and manufacturing company. Mana ged 16 brands, launched 4 new brands, acquired 2 existing brands, resulting in b rand sales growth of 35% and $400M growth in total company sales. Developed and managed $20M annual corporate and brand marketing budget. Managed product portfolio of 850 vendors/manufacturers, 16 proprietary brands an d over 100,000 product SKU's. Grew vendor count by 55% with a 28% increase in d irect margin. Eliminated 110 poor or declining performance products resulting in stronger prof it margins and a 15% reduction in warehouse space. Launched Speed and Strength, a new line of street apparel, outperforming project ed plan by 20% with over $4M in domestic and Canadian sales and over 450 stockin g dealers. Created brand repositioning and expansion strategy for Firstgear TPG, a premium line of technical performance apparel, resulting in a 10% increase in brand sale s and a 20% increase in stocking dealers. Designed and implemented a revolutionary digital marketing/media network "TRtv" as a cost effective and efficient supplement to traditional media utilizing the integration of onsite video production, website development, social and online m edia, intranet site development and web blogging to connect brand/product conten t with company sales reps, a 10,000 member dealer network and consumers, streaml ining efficiency and reducing advertising and sales training costs. Reduced annual media expenses 25% by aggregating all corporate and brand media c ontacts to leverage volume discounting, delivering significant savings to compan y's bottom line.
Associate Marketing and Media Director 2001 - 2002 McClain Finlon, Denver, CO Senior marketing and media executive for this leading national advertising, mark eting and public relations agency. Primary areas of responsibility included all media planning and buying, consumer insight research, in-store marketing, media /marketing mix optimization, digital media and new business development. Manage d and mentored a staff of 12 with 3 direct reports. Management responsibility for Red Robin Restaurants marketing and media. Led pi lot program involving realignment of in-store marketing, media planning and plac ement for this national 400+ store casual dining chain, delivering 5% increase i n same store sales. Conducted consumer research and retail market analysis of Red Robin in-store POP , creating integrated family-focused concepts.
Re-organized media/marketing department into brand teams, delivering greater cli ent focus, productivity and efficiency. Selected/named Media Chairman of Business Development Committee which captured 2 0% in new client business.
Senior Manager, Advertising and Communications 1999 - 2001 VHA Inc., Irving, TX Senior marketing executive for this leading healthcare purchasing cooperative se rving over 2,500 hospitals and health institutions including Cedars-Sinai and th e Mayo Clinic. Responsibilities included website development, ad agency managem ent, content inventory and management, P&L, market research, member and vendor r elations, advertising strategy, and cross functional planning/communication. In ternal brand champion and official company spokesperson for national media. Man aged staff of 6 with 2 direct reports. Developed and directed the launch of LaurusHealth.com, a comprehensive consumer health information website (similar to Web MD) benefiting both consumers and VHA member hospitals. Achieved over 1 million subscribers outperforming year 1 pla n by 15%. Designed and implemented a customized website marketing program for LaurusHealth .com benefiting 2,500 VHA member hospitals and capturing a 40% participation rat e. Consulted cross functionally with member sales and outside content providers to deliver optimal sourcing and pricing by negotiating group discount rates, loweri ng annual costs by 10%. Collaborated with national sales team to develop targeted communications and col lateral marketing/media materials for 2,500 hospitals. Managed and led two outside ad agencies in all aspects of creative development, media planning and placement including, national and local TV, collateral materi als and signage. Conducted search and retention of local ad agency, Fogarty & K lein, for agency of record (AOR) assignment based on fee-based pricing, resultin g in annual cost savings of 25%.
Group Media Director 1996 - 1999 Berry Brown Advertising, Dallas, TX Media executive for this award winning, full service consumer packaged goods ad agency. Responsibilities included management and oversight responsibility for m edia planning and buying, competitive analysis, market research, client relation s, in-store promotions, Hispanic marketing and new business development. Traine d, managed and mentored a team of 10 planners and buyers with 4 direct reports. Built client relationships with Quaker Oats senior executives, elected key agenc y contact with responsibility for $50M brand budget. Managed agency media planning and buying. Successfully created and pitched bran d/marketing analysis and re-positioning strategy for Quaker Chewy Granola Bars, increasing brand awareness by 20% and sales by 15%. Conceptualized and negotiated partnership agreement with national fitness chain for coupon/sampling program of Life Cereal, resulting in high coupon redemption rate and product trial. Collaborated with Gatorade brand marketing group to develop targeted Hispanic br and awareness campaign, creating increased awareness and sales growth by 10% in selected markets.
ADDITIONAL WORK EXPERIENCE
Responsible for media management, planning and buying for several national and g lobal ad agencies servicing a variety of clients including: major consumer pack aged goods, multi-chain casual restaurants, transportation, energy and beverage accounts and oil/petroleum brands. The Hively Agency Houston, TX Ted Bates Southwest Houston, TX GSD&M Austin, TX Saatchi & Saatchi Advertising New York, NY McCann Erickson New York, NY & Houston, TX
EDUCATION Bachelor of Science in Advertising, 1988 The University of Texas at Austin, TX