Caddy Marketing and Communications

Responsibilities:
– Supervised all operations, including account management, business development, human resources administration, IT requirements and infrastructure, online/offline marketing and communications, capital budgeting, and financial analysis and reporting.
– Proactively secured and managed a diverse account portfolio consisting of B2B enterprises, consumer-focused businesses, and non-profit organizations throughout the world; specific clients include Affinity Solutions, Amadeo Decada, Bat-R-Up, California Recyclers Association for Fair and Effective Regulation (CRAFER), Central Logic, DaCorsi Travel, Durango & Silverton Narrow Gauge Railroad, Dynamax Technologies, Dynamicweb North America, eBureau, Franchise Growth Partners, MLMIA, Pictage, Property ID, QAD, Samson Financial, Skadaddle Media, Sustainable Business Council of Los Angeles, TST/SportNgin, and Ventura County Fusion, to name just a few.
– Oversaw daily account activities for client base, including development and implementation of go-to-market strategies; marketing, corporate communications and investor relations campaigns; media and analyst relations outreach initiatives; print and online advertising campaigns; social media programs; and other marketing and communications tactics required by clientele.

Achievements:
– Secured account billings of $350,000, and a staff of four full-time employees, within first nine months of initiating operations; consistently maintained a gross margin of 75%, and a profit margin of 60%, since the firm’s inception.
– Designed and implemented innovative go-to-market, advertising, public relations, and social media strategies for select clients which resulted in average total sales of over $10 million within the first six months of program implementation.
– Created and executed local marketing and communications campaigns for clients which enhanced average total annual revenues by over 40% within the first four months of their execution.

Founder, Principal and Chief Caddy

California State University, Los Angeles

As an adjunct professor of marketing in CSULA's marketing department, part of the College of Business and Economics (CBE), I teach a broad range of marketing courses, including principles of marketing, principles of advertising, advanced advertising and sales promotion, social media marketing, and business communications.

Adjunct Professor of Marketing

Pepperdine University

As an adjunct professor of public relations in Pepperdine University's communication division, part of Seaver College, I teach a broad range of PR courses, including PR writing.

Adjunct Professor of Public Relations

California Lutheran University

As a former adjunct professor of public relations in California Lutheran University's communications department, part of the College of Arts and Sciences, I taught COMM 342:  Public Relations, an introductory course which presents a detailed overview of the history, theory and practice of public relations.

Abelson Group

Responsibilities:
– Served as second highest-ranking executive in high tech PR firm with responsibility for most external and internal operations, including account management; agency marketing and branding; new business development; recruiting, staff mentoring, and professional development; budgeting, P&L, and financial analysis; and IT systems administration.
– Designed and implemented comprehensive corporate, product, and service-focused communications programs, including strategic counsel delivery, media and analyst relations outreach, social media campaigns, executive thought leadership, branding, industry visibility initiatives, and event marketing and support, for the agency’s roster of mobile and enterprise technology clients, including 3D Risk Solutions, AIM Global, Air2Web, Camiant, Dynamax Technologies, eBureau, Handango, FunMobility, Hyperfactory, mPortal, Millennial Media, Mobilians, Mobile Content Networks, Movial, and Personeta.

Achievements:
– Managed diverse account portfolio with annual billings of $1 million, representing 50% of total revenues and 65% of its operating margin.
– Increased agency’s total annual revenues by 300%, and quadrupled number of staff members, in just two years.
– Secured new billings of $250,000, and a staff of four full-time employees, for EnterPRiseDirect practice in first six months.
– Generated $500,000 in additional agency business through aggressive business development initiatives.
– Directly supervised aggressive media relations programs for all clients that generated over 250 business, trade, and vertical media placements, and over 750 million gross impressions.
– Developed and implemented agency’s first-ever integrated marketing program, including print and online advertising, social media, media relations, and executive thought leadership components,  to elevate industry awareness and Abelson Group brand. Secured 50+ hits in PR trade publications over two-year period; increased agency’s brand awareness by 500%.

Vice President

Technicolor

Responsibilities:
– Directed all worldwide internal and external communications activities for the four operating units of the $3.5 billion Entertainment Services Group of Technicolor (the parent company formerly known as Thomson, SA), including Content Services, Home Entertainment Services, Theatrical Services, and Network Services, with full P&L responsibility for annual PR budget of $500,000.
– Supervised group’s entire global corporate communications efforts, including media, industry analyst, and investor relations; corporate and service positioning; branding; executive and employee communications; crisis communications; and trade show PR support.

Achievements:
– Effectively managed and diffused all crisis communications scenarios for the company, including 16 organizational restructurings in 18 months; volatile environmentalist demonstrations; thefts of client intellectual property; and erroneous rumors concerning mergers, acquisitions, divestitures, and facility closures; served as official company spokesperson on all corporate matters.
– Improved departmental productivity and performance by over 750% within the first six months of implementation by dramatically overhauling the division’s existing PR infrastructure, and designing new PR policies, procedures, and tools.
– Elevated media and analyst coverage by over 5,000%, and generated over 5.5 billion gross impressions, during tenure through proactive media relations outreach and strong relationship-building activities with business, entertainment trade, and vertical media outlets.
– Enhanced average monthly departmental news output by over 1,000% by aggressively researching, securing, packaging, and distributing newsworthy corporate and service-related information; boosted total press release output from 10 to over 100 announcements per year.

Senior Worldwide Public Relations Manager, Entertainment Services

KRP Communications

– Personally established a full-service PR and marketing communications consulting firm specializing in the development and execution of related programs for companies in the high technology, consumer technology, professional services, and nonprofit sectors.
– Attained account billings of $350,000 and staff of four employees within nine months of initiating operations; sustained operating margin of 45% and profit margin of 35% since establishing agency.
– Directly supervised all agency operations, including client service management, new business development, human resources, marketing, capital budgeting, and financial analysis and reporting.
– Secured and managed diverse account portfolio comprised of high and consumer technology start-ups, accounting and legal firms, and nonprofit organizations.

Founder and Principal

Dassault Systemes

Responsibilities:
– Managed results-driven corporate communications, executive communications, employee communications, investor relations, and media and industry analyst relations programs throughout key markets in the Western Hemisphere.
– Designed and implemented joint PR and marketing communications programs with Gehry Partners, LLP, the prestigious architectural firm owned by world-renowned architect Frank Gehry, and the company’s major aerospace and defense clients, including Airbus, Boeing, Dassault Aviation, General Dynamics, Lockheed Martin, Northrop Grumman, and Raytheon.
– Conducted joint PR and marketing communications initiatives with high-profile business and technology partners, including CSC, Dell, Fujitsu, HP, Intel, Microsoft, NVIDIA, SGI, Siemens, and Sun Microsystems.
– Coordinated PR and marketing activities in conjunction with IBM, Dassault Systèmes’ sales and marketing arm, and the company’s Paris-based marketing and media relations teams.
– Coordinated strategic communications initiatives with internal sales, marketing, product management, and R&D departments in U.S., Europe, Middle East, and Asia Pacific.

Achievements:
– Established the company’s first formal PR infrastructure in the Americas, including the creation and management of proactive media and industry analyst outreach programs; negotiation of global agreements with Business Wire and print and online clipping services; development of comprehensive press kit and marketing collateral materials; trade show marketing support; and PR agency RFP, search and review.
– Increased business, trade, and vertical media coverage by 1,000%, and analyst coverage by 500%, via aggressive media and analyst relations outreach.
– Elevated average monthly news output by 750%.
– Designed and rolled out the company’s first employee communications program in the Americas, including the development of its first-ever employee-focused intranet, collateral materials, and news bulletins and newsletters.

Public Relations Manager, Americas

FleishmanHillard

Responsibilities:
– Supervised PR and marketing communications programs for international PR agency’s roster of blue-chip consumer and enterprise technology clients, including 24/7 Media, BodyShop.com, Computer Sciences Corporation (CSC), Dell, HP, Iomega, IBM, Nortel Networks, Seagate, SGI, Sony PlayStation, Stamps.com, TrafficStation.com, and Yahoo!
– Developed comprehensive PR plans and budgets, media and analyst materials, and regular status reports across entire managed account portfolio; served as client service expert in the areas of business and broadcast media relations, investor relations, sports marketing, and special event management and coordination.
– Managed and monitored account budgets for maximum profitability and productivity, and provided client base with regular budget updates and projections.
– Directly supervised teams of communications professionals across multiple accounts; responsible for staff professional development, performance evaluations, and 360-degree feedback.

Achievements:
– Personally managed a diverse account portfolio with annual billings of $1.5 million, representing 10% of the Los Angeles office’s total annual revenues and 25% of its operating margin.
– Supervised aggressive media relations outreach programs for all clients which generated over 500 business, trade, and vertical media placements, over 750 million gross impressions, and average sales increases of 15%.
– Launched PlayStation 2 for client Sony Computer Entertainment America, one of the most critical consumer technology launches ever handled by the agency; personally generated over 250 pre-launch, launch, and post-launch media placements.
– Created proprietary planning models for use by account team members in tracking individual hours and billability percentages.
– Secured two sizeable new client engagements over four-month period, representing $500,000 in annual revenues to agency, by spearheading new business development efforts for technology practice group.

Account Supervisor, Technology Practice Group

Weber Shandwick

Responsibilities:
– Managed daily account activities for international PR firm’s multi-million-dollar technology client base, including BMC Software, Compaq, HP, Kodak, Questia.com, and WholeWeb.net; responsibilities included strategic counsel, corporate communications, government relations and public affairs, executive communications, crisis communications, and media and analyst relations.
– Served as agency’s on-site representative for Compaq’s corporate communications department for one year; managed and fulfilled all news bureau activities; functioned as point contact for all incoming domestic media and analyst inquiries, averaging 75-100 requests daily; supported strategic product launches and corporate announcements with business and financial media relations programs; handled public affairs issues in conjunction with company’s government relations department.
– Acted as agency specialist in business and broadcast media relations, investor relations, sports marketing, and event management and logistics.
– Coordinated recruitment, new business development, and agency marketing initiatives with senior agency executives; trained and mentored junior staff members.

Achievements:
– During tenure at Compaq, elevated business and financial media coverage by over 4,000%, and and generated over 1 billion gross impressions, during 1999 fiscal year through focused media outreach, developing and placing unique story angles in business, trade, and vertical outlets, and exploiting internal assets.
– Served as project manager of agency’s successful pitch of BMC Software, a multimillion-dollar account won by the office in August, 1999; coordinated all elements of the agency’s new business development effort with BMC Software, including company and industry research, brainstorm session coordination, presentation design and rehearsal, proposal website development, recruitment of personnel from other agency offices, and pitch strategy creation and execution.

Senior Account Executive, Technology Practice Group

Marketing maven. PR strategist. Corporate communications expert. Integrated marketer. Researcher. Brand advocate. Evangelist. Lead generator. Sales converter. Consumer behaviorist. Customer acquirer and retainer. Online/offline traffic builder. Media, analyst, and investor relations specialist. Company spokesperson. Content developer and distributor. Marketing results compiler and analyst.

If there’s one thing I’ve learned after spending 30 years at marketing agencies and in corporations developing and implementing integrated marketing and communications programs in a broad spectrum of industries, it’s this:  I love playing all of the aforementioned roles, and I deftly play most, if not all, of them simultaneously, while representing a wide range of businesses, from start-ups to major Fortune 500 brands.

More specifically, I am a(n):
➡️ Senior, PRSA-accredited marketing executive with a MBA in marketing and 30 years of agency and in-house/corporate communications experience developing and implementing results-driven local, regional, national, and global PR campaigns in the enterprise and consumer technology, consumer products, sports, media, entertainment, and travel/hospitality domains.
➡️ Adept expert in combining earned, paid, and owned/branded-media placement/generation techniques, with cutting-edge social media, mobile marketing, and content marketing channels, to create cohesive, high-impact external and internal communications strategies for a wide range of privately held and publicly traded brands.
➡️ Visionary leader with a proven track record in effectively managing multi-disciplinary teams across numerous offices and geographies; designing and executing comprehensive campaigns with many components; exceeding financial and marketing objectives; engineering positive change and building consensus among team members; and carrying out integrated digital and offline programs that drive revenue growth, lead generation, brand awareness, and profitability.

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