410.977.7355 pat@mcgrawmarketing.com www.mcgrawmarketing.

com

Professional Profile
Pat McGraw is a marketing executive with more than 20 years experience in developing and
executing highly successful multi-channel integrated sales and marketing campaigns targeting
business-to-consumer and business-to-business audiences in global markets. He is a data-
driven and creative innovator with a proven ability to develop and leverage resources in order to
build strong, differentiated brands that attract, engage and retain profitable customers.

Key Skills
Web 2.0, Social Networking, Blogging, Webcasts, Podcasts, Email Marketing, SEO and SEM
Market Research and Competitive Intelligence Database Marketing including CRM
Strategic and Tactical Market Planning New Product Introduction and Launches
Budget Planning with P&L Responsibility Customer Retention and Loyalty Marketing
Data Analytics and Business Intelligence Market-Based Pricing Strategies and ROI
Online and Offline Promotional Campaigns Strategic Alliances and Partnerships
Creative Branding, Positioning, Messaging and Offers Direct Response Marketing
Channel Marketing Product Management
Media Relations Internal Communications

Career History
Integrated Marketing Consultant (2001 to present) providing clients with practical solutions to
attract, engage and retain profitable customers through highly effective multi-channel lead
generation, lead nurturing, customer loyalty/retention and reactivation programs.

Director of Marketing (2007 to 2009), Walden University, Baltimore, Maryland. Responsible

for developing global marketing strategies and directing marketing operations which generated
revenue growth from $40 to $60 million.

Director of Market Research and Intelligence (2005 to 2006) and Assistant

Director/Consultant (2001 to 2005), University of Maryland University College, Adelphi,
Maryland. Responsible for developing the University’s global marketing and enrollment
strategic plan and directing global operations resulting in more than $150 million in revenue.

Group Account Director (1998 to 1999), Frequency Marketing Inc., Cincinnati, Ohio.
Responsible for developing and directing loyalty/retention programs for Cracker Barrel Family
Restaurants, Exxon Mobil, Grainger, AutoNationUSA that generated more than $25 million in
incremental revenue.

Vice President, Account Supervisor (1997 to 1998), Barry Blau and Partners, Baltimore,
Maryland. Responsible for developing and implementing multi-channel direct marketing
campaigns for Hechinger, Kmart, Travelers, and Bermuda Department of Tourism that
consistently surpassed program objectives.

Marketing Operations Manager (1993 to 1997), Insight, Tempe, Arizona. Responsible for
developing and directing global marketing operations including direct response lead generation
and management, retention and referral programs that increased revenue from $150 to more
than $400 million.

President (1991 to 1993), Cirino McGraw Inc., Phoenix. Arizona. Responsible for developing
and implementing integrated direct marketing campaigns for C.W. Marketing, Coventry Homes
and other clients.
“I have had the pleasure of working with Pat for several years and have found Pat to be a true
professional. Pat’s strategic business and education insights have proved to be valuable for the
organization on many occasions. Pat acutely understands how to recognize and quickly
capitalize on these opportunities. In addition, Pat is adept at building internal and external
partnerships. If you want to accelerate your business objectives, Pat is an excellent resource
and a great person to have on board.”

Steven Owlett
Chief Executive Officer
GEON Inc.

“We hired Pat at UMUC to bring a fresh look at how we branded ourselves and, subsequently,
marketed that brand to the world. Pat brought energy, creativity, integrity and … most important
… results.”

Dr. Robert Myers

former Executive Vice President and COO
University of Maryland University College

“Without reservation, I strongly recommend Pat to any organization that is searching for an
executive who can improve their marketing and achieve profitable growth over the short and
long-term.”

Dr. Gerald Heeger

President
American College of Education

“I worked with Pat for several years at a public nonprofit institution. Pat ran a strong and
effective marketing organization that produced some of the highest growth in the institution’s
history. He is a strong team player and an excellent colleague.”

Bob Gay
Vice President, Enrollment Management
The New School

“Double digit growth in new student enrollments, stronger student retention and a more
profitable and productive enrollment management effort. Pat has helped us (UMUC) build a
student recruitment and retention process around our resources and our culture as well as the
needs and expectations of our prospective and active students.”

David Freeman
Vice President, Marketing
Strayer University

“Pat possesses a unique combination of strategic marketing skills and tactical know how to get
the job done.”

Bernie Joyce
Vice President, Major Brands
Harte-Hanks Direct Marketing