BARRY GILBERT – SENIOR MARKETING EXECUTIVE Tustin, California 92782 | (949) 648-1530 | barrygilbert2@gmail.com | www.linkedin.com/in/barrypgilbert

SUMMARY OF QUALIFICATIONS

Corporate marketing leader, former ad agency executive, and entrepreneur with expertise in brand strategy, P&L management, integrated marketing communications, digital, social

media, and product marketing

Digitally savvy marketer with extensive experience in strategic, creative, financial, personnel, and brand leadership for B2C and B2B companies.

Increased sales, share and profits for widely known brands with up to $500MM in annual revenues. Led large (20+) cross-functional internal and agency teams and guided multi-million-dollar integrated

digital and TV campaigns.

Won major Fortune 500 client ad contracts and successfully launched two startups. Employers, clients, and partners have included Marinello, Frito-Lay, McDonald’s, Coca-Cola, Taco Bell,

Y&R, Wunderman, Chevron, Kraft, Quaker Oats, Star Wars, Xbox, Disney, and American Express.

SKILLS AND EXPERTISE

Sales & Market Share Growth Profit & Loss Management Marketing Strategy Brand & Product Management Market Research & Analysis Demand Generation Team Leadership Digital and Social Media Integrated Marketing

PROFESSIONAL BACKGROUND AND ACCOMPLISHMENTS

MARINELLO SCHOOLS OF BEAUTY - Whittier, California 2013 – 2016 Leading national cosmetology school chain

Vice-President of Marketing Led nine marketing team members and three agencies to market cosmetology school chain with 60 locations and $200MM annual revenues across the US. Administered and optimized $8.2 million marketing budget for TV, radio, print, digital, affiliate, outdoor, social and PR campaigns to drive new student enrollment, and Student Spa & Salon retail traffic and sales.

Delivered 10,000 new leads every month at a cost per lead below $100 and cost per start under $1000. Exceeded annual enrollment targets under budget two years in a row.

Reduced cost-per-lead 20% by shifting funds from traditional media to digital marketing strategies, including search engine marketing, search engine optimization, real-time display ads, retargeting, paid and organic social media, email, and text message communications.

Leveraged over 300,000 inactive contacts and converted to new leads and students by implementing a new Marketing Automation system (Eloqua).

Developed new brand positioning and the tagline "A Beautiful Way to Learn" based upon consumer insight of company being more welcoming and family-oriented than competitors.

Launched a new curriculum/sub-brand, Marinello Barbering School (with a new logo and male-targeted creative), and increased the total student population 15%.

Expanded brand advocacy and increased positive Yelp reviews by creating a social media and online brand reputation plan, including the purchase of a review/brand listening tool, Connectivity.

Influential in persuading millennials to attend Marinello by creating reality digital comic series regarding the exciting lives of beauty industry professionals, Glam Bosses: Adventures in Beauty.

POWERDIRECT (PDM and PDE) - Newport Beach, California 2009 – 2012 PDM is the market leader in targeted, direct-to-door advertising and sampling campaigns, with clients including McDonald's, Target and Clorox. PDE is a marketing agency for large electric, gas, and water utilities, promoting energy-saving programs to residential customers.

Vice-President of Marketing Served as an executive team member to manage fast-paced growth for existing PowerDirect Marketing (PDM) division of PowerDirect. Also spearheaded a new business unit, PowerDirect Energy (PDE).

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POWERDIRECT (PDM and PDE) continued

Contributed to 100% overall company sales growth from $17 million to $34 million and achieved PowerDirect's best-ever sales year. Launched PowerDirect Energy (which generated $9 million in new revenues) and entered new client vertical industries (CPG, retail banking, insurance) for PowerDirect Marketing.

Increased direct-to-door ad revenue 48% from $10 million to $14.9 million by implementing a new lead generation program and new brand positioning with the tagline "The Science of Front-Door Marketing."

Developed a consumer campaign for First Energy Corp. “receive a free energy conservation kit." Achieved 60% participation, exceeding client goal of 40% and enrolled 345,000 of 585,000 customers.

THE PROMOTION SHOP, INC. - Irvine, California 2002 - 2009 Shopper marketing and brand activation agency. President and Founder Launched a start-up marketing agency and secured clients including Coca-Cola, Hershey Foods, Ready Pac Produce and Juice It Up!

Developed marketing programs including recipe booklets, sweepstakes, retail merchandising, contests and games.

Won a coveted position on Coca-Cola's roster, beating out 300 firms, by showcasing cost-effective, impactful campaigns and ability to generate incremental retail case volume.

Developed high profile in-store activation marketing programs with retail accounts including Wal-Mart, Albertsons and 7-11 for Coke, Diet Coke, Powerade, and Dasani brands.

Secured tie-in partners including the L.A. Dodgers, PGA Golf, U.S. Dept. of Defense, 24 Hour Fitness, and the Toyota Grand Prix for retailers' promotional events.

WUNDERMAN (Y&R) - Irvine, California 1998 – 2002 Global Integrated Marketing Agency.

Vice-President, Management Supervisor Served as “Brand Activation” practice leader and led an account service team of 7. Grew division billings $5 million by securing Chevron, Xerox, El Torito, Ahold, and Pepsi as new clients.

Developed a global campaign, “The Best in Your Home,” for Ahold, a Netherlands-based retail grocery conglomerate. Produced campaign in multiple languages across various retail banners and countries. Reported by The Wall Street Journal as a “best practice” example of how to localize a global marketing program.

Managed the largest consumer game promotion, Star Wars “Defeat the Dark Side," in fast food history for Taco Bell, Pizza Hut, and KFC. The campaign involved 15,000 restaurants and 300 million game pieces.

Spared client’s $2MM prize budget by negotiating all prizes at zero cost in exchange for promo exposure.

Led a very successful marketing partnership between Taco Bell and the U.S. launch of Microsoft Xbox. Achieved a double-digit sales increase and awarded a Silver "Reggie" by the Brand Activation Association.

Earlier Career Sales Promotion Services – Account Director (Landed agency of record for Quaker Oats cereals) Frito-Lay – Brand Manager (Developed Pizza Hut co-branded potato chips) American Express – Product Manager (Created “recent mover” program to increase new cardmembers) Wrigley’s – Assistant Brand Manager (Relaunched Freedent gum with new packaging and flavors)

EDUCATION

Bachelor of Science in Marketing, Minor: Finance, Concordia University Online Digital Marketing Certificate, University of CA, Irvine, Expected Completion 09/2017 Completed courses: Overview of Digital Marketing, Internet & Social Media Audience Profiling