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Hollywood Marketing Professional Profile

Hollywood Marketing Professional Profile



This is a summary version of my marketing profile containing my story, values, experience and planning tools.

This is a summary version of my marketing profile containing my story, values, experience and planning tools.



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    Hollywood Marketing Professional Profile Hollywood Marketing Professional Profile Presentation Transcript

    • Scott G. Frederick Marketing Professional Profile 10/13/2013 Copyright © 2011-2013 Scott Frederick 1
    • PROFILE Personal & Professional 10/13/2013 Copyright © 2011-2013 Scott Frederick 2
    • The “Hollywood” Story I am an experienced marketing professional with an insatiable desire to bring organization to chaos and I am tenacious about achieving success. These were traits I embraced early in life while working four jobs to pay my way through college, and then later in life as I tackled even greater challenges – such as earning my M.B.A. while working full-time, regularly accepting new and broader responsibilities within a constantly changing corporate structure and moving my family twice to accept new promotions, each with a new set of unique expectations. On a personal level, my affinity for film has showed me the importance of branding and presentation – while also earning me the nickname “Hollywood” by those closest to me. My love of family has given me enduring dedication and loyalty. My passion for sports has instilled in me a strong sense of competitiveness, teamwork and a desire to win. On a professional level, I thrive in high integrity environments where candid communication is appreciated and where I can operate at both strategic and tactical levels to develop and execute marketing initiatives. It is here where I best apply my hands-on proficiency of combining insightful information, data and analysis with creativity, writing and visualization to ensure a clear and concise story is being told. These personal and professional characteristics have guided me through a 20+ year career that has included experience managing staffs and budgets both large and small, and directing all facets of marketing strategy and planning, business development, service marketing, market research, operations and sales planning, branding, communications, promotions, social media, information technology and training. I am a passionate marketing professional, a devoted Hollywood dad and a competitive sports enthusiast, and I look forward to continuing my story through new rewarding experiences, challenges and successes that lay ahead. 10/13/2013 Copyright © 2011-2013 Scott Frederick 3
    • Values • Personal Values • • • • • • • • • Family Fun Respect Education Devotion Exercise Responsibility Integrity Creativity Kindness • Professional Precepts • Integrity, dedication and candid communication come first • Strategy, planning and strong organization are keys to success • Information, analysis and measurement are critical to fact-based • • 10/13/2013 decision-making Creativity, writing and visualization help tell the story Education never ends . Copyright © 2011-2013 Scott Frederick 4
    • Insights • Business Tenets • • • • • • • • • • • • • • 10/13/2013 There is no I in SUCCESS (but there is in EGOTIST). The role of marketing is to innovate, instigate, integrate and implement. Create a vision of the end result and you will sell the means to get there. A great attitude is more important than great aptitude. The personal brand must not supersede the company brand. The most effective marketing managers are multi-dimensional professionals – not narrow specialists. Working hard and working smart are the best combination. Democracy is good, but responsibility without authority is not. Repeat, repeat and repeat your message and people will finally get it. Dry humor is better than having no humor at all. Every employee should end their work day feeling like they made a contribution to the success of the organization. Nothing and no one is perfect, but that is no reason not to attempt it. Build relationships, but be careful which ones you rely upon. Reality Therapy: What do you want? Is what you’re doing getting what you want? What should you be doing to get what you want? Copyright © 2011-2013 Scott Frederick 5
    • Reviews “Please accept my highest personal and professional recommendations of Scott G. Frederick. I believe that Scott’s intelligence, professional demeanor, unquestionable integrity and solid relationships with our customers, executive management and field organization are the keys to his exceptional and time tested results. Scott is the “go to guy” and he gets it done!” David A. Kramer EVP Sales, C. R. England (Formerly President for Milan Express-LTL and SVP Sales & Marketing at YRC Regional) “Scott receives highest marks, not only for the error-free aspect of his work, but for its creativity. This includes analyzing data in previously untried formats that make it more actionable, as well as his visual creativity. His personal organization, and his ability to conceive and impose order where hitherto there was none, are remarkable. He could not complete the quantity of work he does, and with such uniformly high quality, without highly refined organization skills.” Wiley C. Wilson Senior Vice President , USF Holland Inc. (retired) “Scott is one of the most talented managers I know. His resume of accomplishments at Holland does not do him justice because I called upon him to become involved in many tasks outside his area of responsibility. During my time as president at USF Holland, Scott became my “go to guy” for a number of important projects. I always knew I could count on Scott to get the job done right and on time. He is extremely resourceful, requires minimal direction and is a gifted leader. Everyone at Holland loved working with him.” Peter B. Neydon President & COO, USF Holland Inc. (retired) “Scott has worked hard to develop effective tools and programs that support the USF PremierPlus strategic initiative. Scott has displayed good leadership with the IT organization to push strategic web projects forward. Scott is a great team player and does not hesitate to jump into any project and go the extra mile.” Douglas R. Waggoner President & CEO, Echo Global Logistics (Formerly SVP Strategy at USF Corporation) “Scott is one of those rare individuals who can operate with excellence at both the strategic and tactical levels; a 'userfriendly' marketing professional. Talented, energetic and with a 'can-do' attitude that's contagious.” Dr. Robert Obee Founding Principal, Business Solutions LLC (Formerly SVP Strategy at YRC Regional) 10/13/2013 “Scott was a "working" director. He worked along side of his fellow employees to add value to a project or to learn more about the big picture. He was very creative and could improve on anything that was given to him. He thought outside of the box, yet kept focused on the end results. If I had the opportunity to work for Scott again, I would jump at the chance.” Terrie Adams International Marketing ,YRC Worldwide Copyright © 2011-2013 Scott Frederick 6
    • Social Media LinkedIn linkedin.com/in/sgfrederick Blogger hollywood-four.blogspot.com Facebook facebook.com/fourfredericks Google+ plus.google.com/109892772575460212275 YouTube Twitter Yelp SlideShare youtube.com/hollywoodhour @hollywood_mktg hollywood-scott.yelp.com slideshare.net/hollywood_mktg 10/13/2013 Copyright © 2011-2013 Scott Frederick 7
    • Education • Grand Valley State University (Seidman College of Business), Grand Rapids, MI • M.B.A., Business/Marketing, 05/1996 • Ferris State University, Big Rapids, MI • B.S., Business/Marketing, 05/1989 • 1st Place in the 1989 Michigan Intercollegiate • Marketing Strategy Competition • Motorola University, Schaumburg, IL • Six Sigma Green Belt Certification, 2004 • Arizona State University (W.P. Carey College of Business), Tempe, AZ • Services Leadership Institute Certification, 2006 • Affiliations • Transportation Marketing & Sales Association (TMSA) • International Association Business Communicators (IABC) • United Way and Junior Achievement of Akron, OH • Association of Strategic Marketing • Software Proficiency • Productivity: Access, Excel, MapPoint, Outlook, Oracle OnDemand, PowerPoint, Project, Visio and Word • Design: Acrobat, Illustrator, InDesign, PhotoShop, Premier and Publisher • Social: Blogger, Facebook, HubSpot, LinkedIn, Slideshare, Tweetdeck, Twitter, YouTube 10/13/2013 Copyright © 2011-2013 Scott Frederick 8
    • The Marketing Roadmap • Research & Analysis • Financial • Customer / Market • Competitive • Pricing • Targeting & Positioning • Customer Segmentation • Core Competencies • Differentiation • Financial Goals • Service & Portfolio Development • Develop Existing Services • Design New Services • Packaging & Branding • Refine Identity • Brand Guidelines • Themes / Messages • Images / Graphics • Collateral • Media & Channels 10/13/2013 • Communications & Promotions • Internal Audiences (Corp. Comm.) • Customer Audiences (Mktg. Comm.) • Influence Audiences (PR / IR) • Increase “Mind Share” • Sales & Business Development • Structure / Deployment • Compensation / Incentives • Channel Strategies • Lead / Demand Generation • RFPs & Presentations • Training / Education • Customer Service & Support • Customer Interfaces (CRM) • Holistic Customer View • Customer First Culture • Measurement & Reporting • Financial Performance • Quality Performance • Customer Perceptions Copyright © 2011-2013 Scott Frederick 9
    • The Marketing Tools Simple and Effective 10/13/2013 Copyright © 2011-2013 Scott Frederick 10
    • WORK EXPERIENCE Marketing Director – PartnerShip LLC Marketing Consultant – Independent Director, Marketing – YRC Worldwide Director, Marketing – YRC Regional Transportation Director, Services Marketing – USF Corporation Director/Manager, Marketing & IT – USF Holland 10/13/2013 Copyright © 2011-2013 Scott Frederick 11
    • PartnerShip LLC • Marketing Director from 12/2011 – present • I joined this new organization to help it refine existing and develop new marketing strategies in support of business goals and objectives, and create efficient and profitable processes for the execution and implementation of such strategies. A summary of my responsibilities include: • • • • • • • • • • • • 10/13/2013 Marketing strategy development/implementation Brand Strategy and Website Redesign Marketing Projects, Campaigns & Promotions Manage and develop marketing staff (3-4) Social media and blogging Manage promotional marketing accounts Vendor services (carriers) New service/product development - vendor services Tradeshow development and support Market information/expertise Training/seminars Business Development Copyright © 2011-2013 Scott Frederick 12
    • Marketing Consultation TM • Independent Marketing Consultant from 01/2009 – present • Provided independent marketing consultation services to the following clients: • Regional truckload/LTL/logistics provider located in the Southeast • Foundational brand strategy and guidelines • Market research • Communications and media • Development of marketing materials • Direct marketing and promotions • Global freight forwarder located in Florida • Marketing strategy, planning and roadmap • Regional LTL carrier located in the Northeast • Marketing and brand strategy consultation • National truckload carrier located in Midwest • Marketing and brand strategy consultation • Development of marketing materials 10/13/2013 Copyright © 2011-2013 Scott Frederick 13
    • YRC Worldwide Inc. • Director, Marketing from 01/2008 – 10/2011 (3+ years) • After accepting this corporate-level role, I inherited a small staff with responsibility for the marketing and promotion of services that spanned multiple YRC Worldwide companies including regional, retail, time-based, global, specialized and other related offerings. Some of my accomplishments included: • Catalyst for change-management in many areas, including the introduction of marketing • • • • • • 10/13/2013 disciplines, writing of job descriptions, coaching of professional competencies and the creation of new marketing and planning templates. Championed the development of new marketing programs, including multiple innovative and successful customer loyalty programs that have generated well over $100M in incremental revenue growth annually. Developed and validated new techniques for customer segmentation and modeling that ensured limited resources were placed on only our best growth opportunities. Directed multiple successful, multi-channel direct response B2B promotional campaigns that have generated millions of dollars in additional revenue from smaller, transactional customers. Led efforts to integrate and streamline service portfolios across multiple operating companies, which contributed to over $5M in revenue growth of premium service offerings in first six months of implementation. Oversaw major marketing programs surrounding the entry into significant new market segments, including next-day service offerings for two traditionally long-haul LTL carriers resulting in hundreds of new shipments per day. Wrote and directed all marketing and communications materials for confidential network optimization projects that included the closing of USF Bestway and the exit of USF Holland services in the Northeast. Copyright © 2011-2013 Scott Frederick 14
    • YRC Regional Transportation • Director, Marketing from 05/2005 – 12/2007 (2+ years) • After USF Corporation had been acquired by YRC Worldwide, I was recruited by the SVP Sales & Marketing to accept this newly created role in which I hired and directed a small marketing staff (6) that was responsible for all division-level advertising, branding, business development, promotions, marketing research, data warehouse and web development activities. Some of my accomplishments included: • Established a cross-company marketing council to coordinate enterprise-wide marketing • • • • 10/13/2013 strategy, service development and resource management. Wrote all employee and customer communications while leading the marketing efforts surrounding the closing of one USF Dugan and the consolidation USF Bestway with USF Reddaway. Created and implemented multiple successful, award-winning (as recognized by TMCA), integrated marketing campaigns in support of the YRC Regional Transportation operating companies, including a consolidation & distribution initiative that led to $5M in annualized revenue growth within that segment. Developed and managed growth of a $4M re-seller program targeting major associations. Recommended and led a Michigan business development effort using inside sales resource that generated nearly a quarter million in revenue growth over first six months. Copyright © 2011-2013 Scott Frederick 15
    • USF Corporation • Director, Services Marketing from 08/2002 – 05/2005 (3+ years) • After being recruited by the SVP Strategic Marketing, I accepted this corporate-level position within USF Corporation to create a new strategic marketing function with a staff of four that would direct development of strategy, services and communications that spanned multiple USF companies and included the management of inter-regional, guaranteed, expedited and web-based service offerings. Some of my accomplishments included: • Created business case and convinced operating companies to participate in development of new • • • • • • 10/13/2013 inter-regional services which led to 12% annualized growth in this area. Managed the successful execution of the corporation’s first ever “North American Conference” that brought together over 700 sales executives and managers for education, training and motivation. This included developing a full training curriculum, directing creative resources and administrating pre- and post-even survey measurements (which suggested many successes). Drove master brand strategy by developing brand resource materials, creating updated and uniform sales collateral, and by implementing branding guidelines. Raised “customer awareness” by creating an ongoing “Customer-Driven Index” research program to measure satisfaction and service quality. Additionally, an overall Customer Value Assessment (CVA) study was completed and presented to senior management with recommendations. Implemented a successful, inexpensive target-marketing email campaign aimed at raising brand awareness and stimulating sales growth. Multiple campaigns were implemented reaching over 250,000 customers and prospects. Led cross-company team that successfully brought a new $10M Guaranteed 4 Free service offering to market. Managed, co-led and championed various technology efforts to create new or improved intranets, extranets and data warehouse resources for employee and customers. Copyright © 2011-2013 Scott Frederick 16
    • USF Holland (formerly TNT Holland) • • • • Director, Marketing & Information Technology from 2001 – 2002 (1 year) Director, Corporate Marketing from 2000 – 2001 (2 years) Manager, Corporate Marketing from 1996 – 2000 (4 years) Marketing/Sales Analyst/Coordinator from 1989 – 1996 (6 years) • Coordinated, managed and directed marketing, communications and information technology for TNT Holland (later renamed USF Holland) over 13-year period that supported company growth from $200M to $1B annually. Over the years, continued to accept additional responsibilities across many different areas, including sales training, asset management and operations planning, while working closely with the president and senior vice president of the company on strategy and planning. Before I accepted a promotion to a corporate role in 2002, I was managing a marketing staff of three and an application development staff of sixteen. Some of my accomplishments included: • Successfully managed extreme change within IT department, improved employee morale, better aligned activities with business needs, and successfully promoted multiple staff members to corporate-level positions. • Led cross-functional team that successfully brought two new $5M+ expedited service to market. • Managed program that led to development of new enterprise-wide Internet marketing Web site. Program also included additional enhancements to existing customer extranet. • Led successful internal program designed to enhance employee communications and their understanding of the company’s mission and values. Components of the program included the production of a high-quality company video, a bi-monthly employee newsletter, posters, and various other media. • Led development of best-in-class sales/marketing intranet that included selling tools and resources and was the platform for delivering new, user-friendly activity reports to customers. • Directed the development of no less than six training videos and associated training documentation. • Co-Led development of enterprise-wide customer service extranet introduction and enhancements. • Enhanced field sales communications and effectiveness by creating a weekly sales newsletter, providing valuable customer-specific point-of-sales materials, and by developing user-friendly customer-centric management reports. • Enhanced company’s market image by creating unique point-of-sales materials and an internal marketing publishing platform for creating customer-specific presentations. • Self-educated myself to use mapping and analytical software to support sales territory optimization, operational alignments and network improvements. • Efficiently managed fleet of over 100 company automobiles, including procurement, analysis and disposal. 10/13/2013 Copyright © 2011-2013 Scott Frederick 17
    • Email: hollywood.mktg@gmail.com LinkedIn: linkedin.com/in/sgfrederick Twitter: @hollywood_mktg Blog: hollywood-four.blogspot.com 10/13/2013 Copyright © 2011-2013 Scott Frederick 18