QUALIFICATIONS SUMMARY

• Over 25 years of proven marketing acumen, and extensive management and executive e
xperience
• Outperformed industry averages in every one of 18 years spent in the educational p
ublishing field
• Devised and delivered the marketing that led to the top sales year in company hist
ory (before or since) at 3 successive publishing companies
• A full 18 year unbeaten streak in high stakes, highly competitive state adoption c
ampaigns in the education market
• Delivered company-record revenue results 14 consecutive years spanning 3 different
publishers
• Hands-on and adept leader, having successfully operated as a department of one, as
well as designed, built, and managed marketing groups of 25+
• Responsible for conceiving, constructing, and managing annual marketing budgets ra
nging from $2 to $20+ million
• Demonstrated expertise in big picture planning and strategy, branding, product man
agement, positioning, packaging, campaign and promotional design, research, medi
a, sales support, and creative
• Collaborated to shape the development of multiple products that have exceeded $100
,000,000 in sales
• Consistently produced catalogs, collateral, and campaigns that were recognized and
regarded as the best in the educational publishing industry
• Proven ability to anticipate and adjust to dynamic market and competitive conditio
ns, and respond with effective product, marketing, and selling solutions
• Experienced in senior management responsibilities, including establishing overall
business direction, maximizing operational and organizational effectiveness, and
leading change.

PROFESSIONAL EXPERIENCE
National Geographic School Publishing, Monterey, CA (2007 – 2010)
Vice President, Marketing
Exceeded educational publishing industry averages in a difficult economic/market
climate by successfully overhauling the marketing organization and strategic fo
cus in support of three distinct publishing centers. Drove the performance and i
ntegration of distinct Product Management, Technology Services, Marketing Servic
es, and Creative Services groups in delivering cohesive and powerful marketing s
olutions to achieve desired revenue results within budget. Served on the Executi
ve Committee, spearheaded collaborative projects with other National Geographic
divisions, and evaluated potential product acquisitions.

Houghton Mifflin Great Source, Wilmington, MA (2005 – 2007)

Vice President, Director of Marketing
Orchestrated the re-branding and repositioning of the Great Source division whil
e installing new messaging and materials strategy across the eCommerce, Creative
Services, Product Management, and Regional Marketing/Sales Support groups under
my direction. Served on the Executive Committee steering the overall publishing
and business direction, and on several corporate teams to assess potential acqu
isitions, promote sales team collaboration, and leverage product assets across d
ivisions. Chaired an interdivisional subcommittee on corporate brand strategy an
d logo development.

Hampton-Brown Co., Carmel, CA (1998 – 2005)

Director of Marketing
Propelled the marketing effort behind a tenfold increase in revenue achieved in
the span of eight years spent with the organization. Assisted in the development
of market-leading products and built the department responsible for planning, p
reparing, and executing new product launches and state adoption campaigns, creat
ing catalogs, collateral, advertising, web site and promotional materials and ac
tions, designing product sampling, exhibit, and display solutions, as well as pr
oviding selling strategy, training, and tools to the independent sales represent
atives.

Davis Publications, Inc., Worcester, MA (1994 – 1998)

Director of Marketing
Realized record sales performance in each year and the top sales year in company
history by planning and executing all marketing efforts for autonomous, book, m
agazine, and slide divisions. Designed packaging, pricing, research, forecasts a
nd budgets. Produced all catalogs, collateral, media kits, advertising, web site
, and promotions. Managed retail/trade, international, distribution, and transla
tion rights opportunities in addition to the independent/direct sales force. Ser
ved as a member of the core management team influencing business and publishing
plans, product development, fulfillment, and administration.

Santillana Publishing Co., Compton, CA (1992 – 1994)

Marketing Director
Produced marketing solutions to drive the two top sales years in company history
while conducting marketing and related activities for three distinct publishing
product divisions. Singularly overhauled the product line and installed new pri
cing and discount structures. Developed all marketing materials and implemented
multi-dimensional marketing strategies and campaigns. Achieved leadership positi
on in primary markets while also extending product reach into new markets.

The Higgins Group, Inc., Pasadena, CA (1987 – 1991)

Marketing and Creative Director
Executed a multitude of marketing and promotional tasks for full-service marketi
ng consulting firm and advertising agency with clients ranging from consumer pro
ducts and retail, to business-to-business, industrial products and services, pro
fessional service, defense, and entertainment industries. Formulated and analyze
d research, developed strategies, and composed comprehensive marketing plans for
client companies. Held complete responsibility for creative output on the ad ag
ency side.

David Visel and Associates, San Pedro, CA (1986 – 1987)

Associate
Provided copywriting, media selection, public relations, marketing planning, and
account management for a public relations and advertising agency serving primar
ily high-tech, computer, and communications industry clients.

Moran’s Window Fashions, Los Angeles, CA (1984 – 1986)

Advertising & Marketing Manager
Performed all marketing and merchandising duties for a regional retail specialty
chain. Coordinated product, pricing, promotion, and distribution strategies. Un
dertook purchasing duties, all facets of advertising and sales promotion, sales
management, and departmental finance/administration. Coauthored business plan fo
r corporate reorganization.

EDUCATION
California State Polytechnic University, Pomona
Bachelor of Science in Business Administration