Stephan C.

Ulbrich
214-673-7000
2920 Muirfield Drive, Lewisville, TX 75067
UlbrichS@verizon.net

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