ROBERT S. PURSELL Silver Spring, MD

www.linkedin.com/in/robertpursell

rspursell@gmail.com

240-643-5694

SUMMARY

I am an entrepreneurial and collaborative business leader with vast experience and success in progressively

responsible positions in both the for-profit and nonprofit sectors. I possess extensive expertise in marketing

and sales, including executing multi-channel campaigns, managing P&L, strategic planning and financial

management. I have successfully launched hundreds of new products, garnered solid incremental gains in

market share and penetrated new markets.

Strengths include:

Strategy Digital Marketing

Product Development P&L Analysis

Market Research Non Dues Revenue Generation

Competitive Analysis New Product Launches

PROFESSIONAL EXPERIENCE

MCGRAW-HILL EDUCATION, New York, N.Y. 2012 - 2014

Director of Marketing, Medical Publishing

P&L responsibility for $50M+ product line. Directed marketing programs for product line of medical

publishing group's print and digital products. Oversaw marketing team of seven and management of academic

sales team to maintain and garner adoptions of medical textbooks. Developed effective packaging, working

closely with marketing managers, creative team, and editorial acquisitions group. Served as a key member of

the product development team for medical books and digital products. Created and managed marketing

budgets in order to maximize revenue and profitability.

• Oversaw creation of 2013 and 2014 marketing plan for launch of 100+ new books per year, extensive

backlist, and 14 digital platform products. Exceeded revenue and profit goals in 2013 by 10%. On track to

exceed revenue and profit goals in 2014.

• Worked with Group Publisher and VP of Sales to restructure academic marketing and sales channel.

• Created integrated marketing plan and lead multi-department effort for launch of major new digital platform

product, which launched in early 2014.

• Oversaw marketing and communications plan to migrate eight digital products onto new platform in 2014.

• Worked with Special Sales Manager to establish a greater presence at industry conference exhibits, leading

to 36% increase in sales over previous year.

AMERICAN PSYCHIATRIC ASSOCIATION, Arlington, VA 1999 - 2012

Associate Publisher for Advertising, Sales and Marketing

Directed advertising, sales, and marketing programs for $22 million product line of books, journals and digital

products. Prepared annual budget, oversaw sales and marketing activities, and provided analysis of efforts and

sales results. Supervised internet marketing including email, SEO and social media, wholesale, retail,

international and institutional sales, direct marketing, exhibit, advertising, and special sales revenue streams.

Conducted market research and profit/loss projections for new product proposals. Managed nine staff.

• Directed original launch and re-launch of www.PsychiatryOnline.org, a $2.4 million content website platform.

Robert S. Pursell rspursell@gmail.com

Page Two 240-643-5694

• Led two redesigns of e-commerce website, www.appi.org. Most recent redesign led to 15% increase in sales resulting in $1 million+ in non-dues revenue.

• Successfully launched over 500 new books in over thirteen years. Provided major input on design, manufacturing and content decisions.

• Hired new distribution, marketing and sales teams in Europe resulting in a $200K/72% increase in sales within first year.

• Exceeded budgeted net profit goals in the ten of twelve fiscal years.

• Developed and led successful launch of $700K continuing education-based journal.

• Promoted from Director of Sales and Marketing in 2008.

ASPEN PUBLISHERS, INC., Gaithersburg, MD 1995 - 1999

Marketing Manager

Directed marketing for $8.4 million product line. Prepared annual marketing budget. Implemented annual

promotion plan. Conducted market research and profit/loss projections for new proposals. Approved website

content and presentation. Managed $500K list rental business. Oversaw exhibits at industry trade shows.

Supervised three staff.

• Exceeded net sales and net profit goals in 1997 and 1998.

• Grew net sales by seven percent and net profit goals by 12% in 1998.

• Launched over 35 new products in four years accounting for $1.5 million in sales.

ADDITIONAL RELATED EXPERIENCE

BOARDSOURCE, Director of Marketing & Membership Washington, DC

Directed promotional activities for $2.5 million nonprofit organization. Developed annual marketing plan and

budget. Designed and carried out membership campaigns to attract and retain members. Analyzed marketing

and membership trends and developments for management reports, board meetings, and annual reports.

Conducted market research programs. Managed five staff.

PHILLIPS BUSINESS INFORMATION, INC., Marketing Manager Potomac, MD

Determined budgets and managed all promotional activities for $1.5 million product line. Devised creative

approaches and wrote copy for promotional campaigns. Executed launches of new products. Initiated and

managed relationships with industry trade associations. Supervised one marketing associate.

EDUCATION

Bachelor of Art's Degree in Government and Law. Lafayette College, Easton, PA.