8501 San Siro Farm Court · Oak Ridge, NC 27310 · 336.643.2504 (H) · 310.600.1725 (C) · david@shoenfeld.com

Strategic Market-Focused Executive to Drive Profitable Growth

Proven Marketing, Branding, Messaging Strategy and Corporate Communications expertise.  Innovative leader with hands-on style,  and a Performance-based track record.  led / mentored teams in strategy, communications, Crisis Management, branding, and employee communications. 

Exceptional creativity, superior communications, judgment and Strategic decision skills. Outstanding ability to ‘define the story’ and ‘craft compelling narratives’ with enduring impact. 

Core Competencies include:

SHOENFELD ENTERPRISES LLC – Oak Ridge, NC www.shoenfeld.com 2009 - Present

Independent Business Executive and Communications / Marketing / Strategy Advisor

Business Strategy, Market Segmentation and Branding Consulting.  Value Proposition and Product Benefits & Core Messaging development.  Clients include organizations in transition, a leading Membership Association, a Healthcare Data Provider, and Advertising Agencies who value bringing fresh, independent perspectives to clients needs.

UNITED STATES POSTAL SERVICE – Washington, DC         www.usps.com 2008 - 2009

Senior Vice President, Mailing Services

Responsible for retention / positioning of Postal Mail products: First-Class and Marketing/Advertising Mail, representing ~90 percent of USPS revenue, albeit in a challenging economic environment in which many large customers closed their doors or reduced mail-based contact programs. Commuted weekly from Oak Ridge, NC. Key Achievements:

§ Change-Agent in a Challenging environment: Championed mailing product enhancements to reduce customer experience pain points and encourage SMB / Corporate users to retain marketing mail in their marketing plans.

§ Key Messaging: Leveraged targeted media outlets to reposition mail as a powerful, digital media option that gets the job done, is read and relevant in a “digital age”, and boosts the effectiveness of other multi-channel media.

NEXTENGINE, INC. – Santa Monica, CA www.nextengine.com 2001- 2007

Vice President, Marketing / Member of the Board of Directors

Harnessed the NextEngine Desktop 3D Scanner’s disruptive power and breakthrough price to drive business and consumer market demand for 3D capture technology through tight, focused narratives that attracted media and buyer interest. Maximized the value of affordable high-precision 3D capture with solid leadership in targeted markets. Reported to the CEO. Key Achievements:

§ Created momentum for the NextEngine Brand and Desktop 3D Scanner concept to drive pre-order and ongoing sales required for scare-resource startup via aggressive online marketing, SEO, media and partnership promotions.

§ Delivered results:  NextEngine became the “World’s best-selling 3D Scanner ” within 90 days of first ship-date and has retained leadership to the present day in spite of well-funded competitors and technology ‘leaders’.

STAMPS.COM – Santa Monica, CA 2000

Executive Vice President and Chief Marketing Officer

Spearheaded marketing, communications, and business unit marketing communications strategy to support revenue-generation in effort to discover a pathway to profitability; ultimately a 90%+ downsizing was implemented to ensure long-term survival, enabling Company to remain viable and achieve profitability. Reported to the CEO.

FEDERAL EXPRESS CORPORATION www.fedex.com 1981-2000

Senior Vice President – Worldwide Marketing & Communications (Memphis, TN) 1998-2000

Directed large-scale, global advertising, brand development and revenue-building programs to strengthen positioning and drive profitability in an intensely competitive global market by enhancing / elevating the brand in established and emerging markets. Led Corporate Communications and PR team through reputation-critical situations. Oversaw new services development, segmentation, market analysis and research, pricing, and the enhanced fedex.com customer online experience team. Managed annual budget of $220 million and led efforts to drive revenues to $14 billion. Motivated, managed, and led 12 Officer-level direct reports with accountability for 500+ marketing professionals, 250 telemarketers, and a customer service organization with over 4,000 employees. Reported jointly to CEO of FedEx Express and EVP, Marketing Development and Communications of FedEx Corporation (Holding Company Structure). Key Achievements:

§ Successfully deployed an array of high-impact messaging platforms, from the award-winning  FXTV Internal Television Network, to a range of customer and stakeholder communications vehicles

§  Strong relationship w/ Championship Auto Racing Teams as Open-Wheel Racing Series Sponsor

§ Represented Company and the Brand in the national media. Served as an on-air spokesperson for high-status broadcast events including the FedEx Orange Bowl and FedEx St. Jude Classic Tournament, and ad-hoc situations.

Vice President, Marketing – U.S. and Canada (Memphis, TN)       1996-1998

Drove worldwide brand recognition in key markets, and grew revenues by implementing marketing, advertising and promotional efforts, launching new services, executing powerful and cohesive messaging, and focused resources in the company’s principal market. Managed $125 million marketing budget to boost revenues to $12 billion. Restructured market segmentation methods and expanded domestic and global market time-definite services. Key Achievements:

§ Led team responsible for all business / brand-building efforts to leverage Corporate Identity Assets, Advertising, and key Corporate Sponsorship properties to grow market share and brand share.

§ Drove customer acquisition initiatives targeting corporate users and individuals, especially business professionals.

Vice President, Marketing & Customer Service – European Division    (based in Brussels, BE   1993-1995

Vice President, Marketing – Asia Pacific Division            (based in Hong Kong)        1991-1993

Executed key tactics to drive visibility, profitability, and growth for international operating regions. Built marketing alliances and developed landmark advertising and promotions to strengthen Company position in highly competitive markets. Managed $20 million regional marketing budget to drive $400 - 600 million in revenues. Key Achievements:

§ Active member of the Federal Express FedEx Brand Transformation team, representing U.S and non-U.S. markets. Worked directly with Landor Associates and a team of external Branding and Industrial Design advisors.

§ Repositioned FedEx Europe as a profitable industry leader, reversing substantial multi-year financial losses.

§ Introduced the market-changing concept of time-definite services to the Asia-Pacific market.

Additional FedEx Marketing Positions                    (Memphis, TN)                    1981-1991

§ Managed Federal Express Overnight Letter launch in 1981. $1B+ in sales within first 2 years.

§ Drove dramatic expansion of FedEx Retail Network as Managing Director – FedEx Business Service Centers. Identified Customer Retail Network need via Growth Barriers and Dynamics research.

Bachelor of Science in Business Administration  · Northeastern University – Boston, MA

U.S. – Japan Business Study Program -  Participant in JETRO / MITI intensive program

Graduate Business Administration Classes  ·  Boston College / University of Memphis

Screenwriting Certificate Program  ·  UCLA Extension – Los Angeles, CA 2006

Note: Marketing and Corporate Communications work best when the work reflects principles of effective storytelling. This program enabled me to refine my skills and explore methods to engage and motivate my audiences, and earned recognition in national screenwriting contests.

Professional Associations and Achievements:

Association of Strategic Planning (ASP) ~ National Association of Corporate Directors (NACD) ~ MENSA

Exercise Friends, Director/Investor – a Top-Ten Web Fitness Site (www.exercisefriends.com)

NextEngine Inc., Director (www.nextengine.com)