Market-Focused Executive to Drive Profitable Growth
David is an executive with proven
Marketing, Branding, Strategy and Communications expertise... an innovative leader with a strong
performance-based track record. He has lead / mentored teams in strategy, communications, branding, employee
communications and product development in a wide range of challenging environments.
He demonstrates an outstanding ability to define a Firm’s story and craft compelling
narratives with emotional and enduring impact. To every challenge, he brings exceptional creativity, hands-on style, superior
communications, judgment and decision skills.
Core Competencies include:
|
§
Global Marketing
Strategy §
Superior Value
Propositions |
§
Branding / Messaging
Initiatives §
Corporate
Communications / PR |
§
Strategic / Scenario
Planning § Target Market Segmentation |
Professional Experience
SHOENFELD ENTERPRISES LLC – Oak Ridge, NC
www.shoenfeld.com 2009 -
Present
Independent Business Executive and Marketing /
Strategy Advisor
Business Strategy, Market Segmentation and Branding Consulting. Value Proposition and Product Benefits & Core Messaging development. Clients include a leading Membership Association, a key player in the HEDIS Healthcare Provider Data market, organizations in transition , and Advertising Agencies who value bringing fresh, independent perspectives to clients needs.
Founder / Principal of Second Opinion Advisors. www.secondopinionadvisors.com.
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 persuade SMB / Corporate users to keep marketing mail in their
marketing plans.
§
Key Messaging: Leveraged
targeted media 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. Maximized the value of affordable high-precision 3D capture by creating a solid leadership position in targeted markets. Shaped strategic alliances, capital financing efforts, and governance, with an integral role in critical company strategy decisions. 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 strategy to support revenue-generation in efforts to discover a formula for profitability until a dramatic 90%+ downsizing was implemented. 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:
§
Leveraged customer
relationships to sustain a cohesive and profitable customer experience in
diverse markets.
§
Established relationship
with Championship Auto Racing Teams as the Open-Wheel Racing Series sponsor
§
Represented the Company
and the Brand in the national media, and served as an on-air spokesperson for
high-status broadcast events including the FedEx Orange Bowl and FedEx St. Jude
Classic Tournament.
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:
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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, business professionals, and individuals.
§
Successfully built /
motivated an outstanding team, elevating essential execution
and creative skills.
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:
§
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.
§
Championed innovative
targeted strategies to build consumer loyalty and expand the customer
base.
§
Repositioned FedEx
Europe as a profitable 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 launch of Federal
Express Overnight Letter in 1981. Exceeded
$1B in sales within first 2 years.
§
Drove dramatic expansion
of FedEx Retail Network as
Managing Director – FedEx Business Service Centers. Identified Customer need
for a Retail Network via research of Growth Barriers and
Dynamics.
Education
and Affiliations
Bachelor of Science in
Business Administration ·
Northeastern University – Boston, MA
Graduate Business
Administration Classes · Boston
College / University of Memphis
Screenwriting Certificate
Program · UCLA
Extension – Los Angeles, CA 2006
Professional Associations and Achievements:
Association of Strategic
Planning (ASP) ~ National Association of Corporate Directors (NACD) ~ MENSA
Exercise Friends,
Director/Investor – a Top-Ten Fitness Web Site (www.exercisefriends.com)
NextEngine Inc., Director (www.nextengine.com)