I was directed to develop in-depth partnership marketing campaigns with corporate sponsorship concerns that had grown dormant over the years with the Disneyland Resort. By investigating the ‘short term & long term’ business goals and objectives of Coca Cola, McDonald’s, American Express, Kodak, Chevron, National Car Rental, Nestle USA, Energizer Battery and AT&T, I structure task teams that co-authored national, regional and local sales promotional campaign(s) that were mutuality beneficial to all participating parties.
Results: Secured $83.1 million incremental spend budget from Corporate Partners to create and execute co-op advertising and promotions showcasing Disneyland and Disney’s California Adventure Theme Park(s).
Nissan Motor Corporation
I was asked to “review and present” incremental consumer brand-awareness efforts for the new vehicle launch: Nissan Altima. To gain vehicle purchase-power impact with the 24 to 35 age category, I negotiated and directed a “timely” national sweepstakes / test drive program, leveraging the national media buy on VH1 and MTV Music Networks.
Results: Captured 28 million targeted impressions that obtained 9% vehicle sales gain.
Line-X Marketing Services
I created the in-house advertising and promotional agency for this family owned protective coatings chemical company that had 505 retail locations throughout USA and Canada. National & Regional broadcast, print, internet, motorsports sponsorships and sales promotional campaigns were developed to build massive brand awareness and product features & benefits.
Results: Increased same-store-sales profitability by 26% in 2004 over 2003.
Valvoline Oil Company
For 18 western states, I developed and implemented consumer products advertising campaigns, retailer sales promotion programs, regional field marketing expertise and leveraged major motorsports sponsorships with auto part retailers, mass merchandisers and traditional distributor networks.
Results: Captured 17% share of market within 11 months.
For Valvoline and then Disney, I sponsored and produced the Valvoline 200: Phoenix, AZ w/ CART and the Disneyland 500: Anaheim, CA w/ NASCAR / the Penske Group. Tactically positioning ‘high-profile’ branded product placements within and throughout the motorsports broadcast.
Results: Registered an $9 measurable return to every $1 of budget spend.
I initiated the Disneyland & Coca Cola: Western States General & Hispanic consumer marketing partnership and targeted retailers brand awareness & beverage sales incentive programs.
Results: Secured 610 Hispanic Retailers for Multi-Year Sales Promo Participation.
Results: Gained increased credit card usage of 11% within 6 months.
I championed the credit card & theme park business relationship by creating “The Disneyland & AmEx White Glove Treatment” value-added product content and advertising efforts.
Early Career Highlights involved Advertising Manager: Wendy's Old Fashioned Hamburgers: Southern California Franchiser& Sr. Account Manager: D'Arcy Ad Agency: Los Angeles, CA for Anheuser Busch Beer Brands, Budweiser & Michelob Brands.