PHILIP J.

SAN FILIPPO
2872 NW 28th Street Boca Raton, Florida 33434 (954) 461-7278
Marketing Sales Brand Development Communications Creative Management
OBJECTIVE: An effective Marketing Executive with more than twenty years of hands
-on experience seeks the opportunity to apply an entrepreneurial spirit and dyna
mic expertise in brand development, marketing management, and business developme
nt with a growing organization looking to enhance brand awareness, increase sale
s and strengthen business development efforts.
AREAS OF EXPERTISE
Negotiations & Contracts
Strategic Management
Consumer Marketing
Trade Marketing
Project Management
Staff Development
Public Relations
Advertising
Promotions Planning
Pricing Strategy
Production Management
Media Buying
Focus Groups
Product Launch
Cooperative Programs
Leadership
PROFESSIONAL EXPERIENCE
PHILIP J. SAN FILIPPO, INC., Boca Raton, Florida 2001 - Present
Independent Marketing Consultant
* Provide marketing leadership for multiple clients while directing a variety o
f marketing functions across many different industries including hospitality, tr
avel, spirits, etc.
* Perform extensive brand development, product development, and launch initiati
ves to drive sales for clients.
* Engage in ongoing marketing, public relations and advertising efforts for a w
ide range of clients.
Client: International Spirits Company - Major Accomplishments
* Drove all efforts to ensure that the initial product launch of a new vodka br
and targeting the US market was executed in a timely fashion with optimal impact
.
* Delivered valuable market intelligence acquired through focus groups and comp
etitive analysis resulting in optimal to pricing, sizing packaging, flavors, mar
ket priorities and distribution channels.
* Penetrated the market securing distribution and strategic product placement.
* Optimized sales programs by identifying needs, defining strategies and projec
ting future sales.
* Directed the government approval process for the product.
Client: Aladdin Resort and Casino - Major Accomplishments
* Spearheaded a series of media promotions in order to stimulate business after
the tourist slump immediately following 9/11.
* Bolstered sales by 8% and gained long-term impact in target markets as a resu
lt of media promotions.
 * Initial 2-month contract with client was extended for almost 24 months as a r
esult of outstanding performance.
* Successfully designed and implemented programs for specific targeted markets
and engaged key media to support efforts.
CAYMAN ISLANDS DEPARTMENT OF TOURISM, Miami, Florida 1997 - 2001
Director, US Sales and Marketing
* Supervised and directed a team of 54 marketing professionals in regional offi
ces in the U.S. and Latin America focusing on the promotion of tourism for the C
ayman Islands.
* Managed a sales and marketing budget of $15 million.
* Directed Advertising and PR agencies efforts to ensure effective branding and
an integrated strategy supporting the sales and marketing efforts.
Major Accomplishments
* Successful Negotiations attracting 2 additional airlines to provide new air s
ervice to the islands, increasing seat capacity by over 30% and triggering signi
ficant growth in tourism for the island.
* Achieved 8% year-over-year growth, turning around flat tourism performance in
the US
* Generated over one million incremental marketing dollars each year by negotia
ting cooperative marketing relationships with wholesalers, hotels and airlines.
* Boosted summer bookings by 12% with the creation of family-oriented programs.
* Proposed and spearheaded the development of an interactive website to enable
customers and agents to book online.
PLACES TO GO, Fort Lauderdale, Florida 1991 - 1997
President
* Managed a $4M wholesale travel company and stateside reservation service for
Caribbean hotels and hotel chains.
* Served as Vice President of Marketing and Sales for independent Caribbean Hot
el managing inventory, negotiating with tour operators, developing group busines
s and creating marketing and sales collateral.
* Developed the business from the ground up, including establishing supplier re
lationships, hiring staff, and becoming a strong presence in the hospitality ind
ustry.
* Contract negotiations with Hotels, Airlines, and various Tourist Attractions.
* Oversaw all media and promotions activities, while consulting with hotels to
increase markets and develop sales and marketing collateral.
Major Accomplishments
* Grew the company from $0 to over $4M in sales.
* Honored with recognitions as a top wholesaler by the Cayman Islands for three
consecutive years as well as by the Jamaica Tourist Board.
* Became an industry leader in radio station media "come-along" trips to a vari
ety of destinations, increasing sales and enhancing the image of the sponsoring
hospitality partners.
CERTIFIED VACATIONS, Fort Lauderdale, FL 1985 - 1991
Director of Advertising & Public Relations, Director of Internal Products, Direc
tor of Consumer Marketing
* Managed all marketing initiatives.
* Developed a full-in house Advertising and Public Relations department to mana
ge media buying, creative development, media communications, partnership program
s, and corporate sponsorships.
* Created marketing collateral and developed strong media relationships.
* Developed all ad schedules and negotiated media buys in radio, television, an
d print.
Major Accomplishments
 * Saved the company over $1.5 million per year by bringing the Advertising and
P.R. functions in-house.
* Successfully developed cooperative advertising program generating over $2 Mil
lion in additional advertising revenue.
* Negotiated and executed the Cayman Air Tours program which yielded 10,000 pas
sengers in its first year.
EDUCATION
Masters of Business Administration Anna Maria College - Paxton, Massachusetts
Bachelor of Business Administration Lamar University - Beaumont, Texas
AFFILIATIONS
American Marketing Association, South Florida Chapter (Former VP Communications,
Board Member)
Kids in Crisis, Founding President and Former Board Member
Phi Kappa Theta International Fraternity (Brother of the Year, Chapter President
)