Pamela D.

Orlando
Rogers AR 72758 312.622.1300 pamelaDorlando@att.net www.pamelaDorlando.com

VISIONARY

CREATIVE

RETAIL

EXECUTIVE

Leadership Strategic Planning Creative Development Tactical Execution Brand Management Execution Against Research Agency Management

Extensive experience providing leadership in the conceptualization and execution of full spectrum Creative Development for leading national Retail organizations. Repeated success establishing and sustaining cost effective programs to drive traffic and sales. Respected leader of diverse creative teams; with the key ability to identify, develop and align talent both internal and external. Passionate innovator and problem-solver.

E X P E R I E N C E SAMS CLUB, Bentonville, Arkansas InClub Design & Brand Communications

2009-2011

Responsible for the InClub Member experience including restructuring Legacy Programs and influencing the philosophy of the warehouse experience. Strategically positioning fresh perspectives within an existing format to drive the evolution of change within the box. Driving the design of the Club of the Future. First construction unveiled Summer 2011. Responsible for providing thought leadership and directing the creative presentation of the Brand. Established and manage successful partnerships with multiple third party providers, external marketing partners and agencies, to service internal and external customers. Serve as liaison for areas of responsibility to merchandising and store operations teams. Key stakeholder in new idea process that determines direction/implementation for all new concepts. Assessed and restructured the Marketing Supply Chain with first year savings of $1million+.

WALGREEN CO., Deerfield, Illinois 1985-2009 Director, Creative Services

2006-2009

Responsible for brand presentation in television, radio, and print media; creative concepts to final execution. Directed develo pment of signage and print material as well as store decor for 6500+ stores. Produced weekly newspaper advertising with circulation of 60,000,000. Responsible for five creative agencies.

Led in-house team of 60. Responsible for marketing guidelines distributed to chain monthly, including cultural needs for 60+ stores in Puerto Rico. Conceptualized and executed first ever 360 advertising campaign solely in support of Walgreens Brand products. Achieved 7% lift in sales, improved impression and awareness regarding trust and credibility of brand. Established worlds largest electronic spectacular in New Yorks Times Square. Key role in negotiating Real Estate agreement, Advertising considerations, design of store interior as well as content development for spectacular screen display. Generated $8,000,000 in advertising space sales. Captured consistent 2-4% store traffic increases. Led and implemented complete reDesign of Weekly Circular, creating contemporary appearance without sacrificing number of items advertised. Direct report to CMO. Responsible for $100million annual budget.

WALGREEN CO., Deerfield, Illinois

Corporate Manager, Creative Services Directed print advertising and in-store graphics, concept development and production. Led team of 40. Liaison for store operations and advertising.

2002-2006

Achieved a more shopable, profitable and exciting store design. Built five successful concept stores from ground up. Championed the In novation Center, a facility for store design testing.

WALGREEN CO., Deerfield, Illinois Manager, Special Projects/ Visual Merchandising

2000-2002

Directed reorganization of writers, translators, designers and production artists. Established new processes and workflow for all Advertising Production. Assessed existing staff and hired new talent. Responded to all signing needs for entire chain. From concept to production, execution and distribution to stores. Oversaw fi xture development for product display and sign holders. Led print buyers in negotiations to obtain best cost for printing point of purchase materials. Developed processes to take on 35% workload increase without adding staff or outside resources.

WALGREEN CO., Deerfield, Illinois Manager, Point of Purchase and PrePress

1998-2000

Responsible for all print buying. Managed production of marketing guide and store signage. Directed off-site facility as sign inventory warehouse and staff of 15. Managed staff of 20 at corporate office.

Reduced sign costs by 15%. Founded and directed sign committee to develop and enforce standards for in-store signing. 20% savings in print costs. Established standards for print buying and production. 15% savings in shipping. Implemented move of all sign inventory and fulfillment to an outside source to generate savings and more accurate distribution to accommodate future growth.

A D D I T I O N A L AFFILIATIONS

E X P E R I E N C E

Path to Purchase Institute 2011 InStore Marketing Institute 2003-2007; Board of Directors, Women in POP POPAI 2000; Board of Directors Point of Purchase Magazine; Contributing Editor 1999-2003

COMPUTER SKILLS
inDesign Creative Suite Microsoft Office Outlook, Word, Excel, PowerPoint