I am a marketing leader with a proven
track record of success in marketing
strategy and operations. Involved in
aspects of marketing including: brand
management; advertising; promotion;
product development; and distribution. I
am a creative thinker and problem solver
known for utilizing both traditional and
non-traditional strategies to achieve sales
results. I enjoy working together with my
team to achieve our objectives and,
together, celebrate our success.
UnitedHealthcare, Inc., Brentwood, TN 2001 - 2008
Sr. Regional Director, Business Marketing
Lead marketing and communications strategist for Fortune 100 company's
commercial operations across a 12 state region. Designed, developed and
executed marketing and brand strategies. Directed advertising, lead
generation and relationship initiatives from business rules to creative
development and execution. Responsible for product/service development,
pricing, marketing budgets, events and public relations.
• Increased key accounts new business pipeline 23% for 4 consecutive
• Implemented prospect segmentation program that contributed to
double-digit growth vs. prior year.
• Consumer branding pilot in Arizona created 32% increase, unaided
brand awareness in six months.
• New market brand/product launch in New Mexico produced 18,000
members in first year, a 21% gain vs. projection.
UnitedHealthcare Brand Campaign
A strong brand position means the brand has a unique, credible, sustainable and
valued place in the mind of the consumer. A focused brand strategy isn't simply an ad
slogan or concept – it is the focus of the entire organization in achieving that valued
place in the consumer’s mind.
The campaign’s approach was to change the myth that the healthcare system was
difficult to manage. The advertising elements that support the new brand used humor
to illustrate the UnitedHealth “common sense” approach to doing business. The
campaign used national print, targeted cable television advertising and national
syndicated radio ads..
Mr. Hennessey was Project Manager for the brand campaign and was responsible for
brand research, agency management (GSD&M), internal brand launch, media
Gaylord Entertainment Co., Nashville, TN 2000 - 2000
Marketing & Public Relations Manager
Contract position managing brand advertising, promotions and public
relations for Gaylord Entertainment's Ryman Auditorium, Grand Ole Opry
and other entertainment venues. Responsible for increased consumer ticket
sales and brand awareness of facilities and programs. Evaluated customer
research, market conditions, competitor data and implemented marketing
plan changes as needed. Manage and direct creative and communication
processes and agencies for entertainment venues.
• Directed agency review and selection for $5 million in annual
• Surpassed budgeted ticket sales for Ryman theatrical-series
productions by 15%.
• Marketing strategy for Ryman collector's guitars resulted in sales 43%
Ryman Guitar Product Development
There are three key factors in product development. Factor one is the creation and
ability to deliver a unique product . Factor two , a clear. well communicated strategy for
the product within your business. And the third factor is sufficient resources to deliver,
promote and distribute the new offering.
The restoration of the Ryman provided the unique offering of guitars crafted from the
venues oak pews. The product fit nicely with the Ryman’s historic rebranding. Marketing
created collateral, print advertising and live TV promotions on the Grand Ole Opry to
tout the guitars. The product launch and promotion resulted in sales that were 43%
above sales projection.
Mr. Hennessey was responsible for research, pricing, agency management, writing and
Nashville Predators NHL Hockey Team, Nashville, TN 1997 - 2000
Marketing & Promotions Manager
Developed relationships with new and existing corporate partners and
provides information to maximize promotional exposure and value.
Created promotional strategy and programs for corporate partners
including Pepsi, Budweiser, First American Bank and Southwest Airlines.
Created and managed consumer retail promotions that increased sales of
partner products and achieved team awareness objectives. Coordinated
team-related radio and television advertising and media promotions.
Conducted regular media reviews and evaluations with radio and television
• Consumer retail promotion with Kroger and Coca Cola generated
100,000 unique registrations in 45 days.
• Created over 2 million non-traditional brand impressions annually for
Predators with corporate partners.
• Game night promotional programs contributed to 22 sold out games
during inaugural season.
Predators Fan Promotion Strategy
A traditional promotion mix strategy evaluates product, market, and customer factors
alongside the organizations existing marketing mix to create promotions that increase
sales. The Predators' first year mix strategy focused on driving ticket sales and building
The promotions' program used non-traditional and out-of-home tactics to allow fans to
interact with the team as part of their daily life. Milk gallons and orange juice containers
incorporated ticket promotions. Predators Crunch ice cream was created with Purity
Dairy and sold 30,000 units in the first 60 days. Tactics such as panels on soda cans,
themed murals on Pepsi trucks, and retail promotions for trading cards, plush dolls and
Pepsi Points increased the regular interaction between fans and the brand.
As promotions manager, Mr. Hennessey was responsible for working with corporate
partners to develop the promotional mix and strategy. He and his team were also
responsible for implementation, reporting and evaluation of each program.
Hard Rock Cafe International, Inc. Nashville, TN 1994 - 1997
Planned major events, concerts and media programs for several Hard Rock
Cafe units. Coordinated HRC Grand Opening events in Nashville, Myrtle
Beach, Niagara Falls and Key West. Coordinated activities to advertise and
promote Café’s and impact customer traffic and sales.
Universal Studios Orlando, Orlando, FL 1991 - 1994
Promotions & Publicity Coordinator
Coordination of promotional events for theme park and movie studio
complex and Nickelodeon television production facility. Assisted in providing
a positive organizational image to the general public, guests, shareholders
and the community. Prepared press releases and articles.
Walt Disney Parks and Resorts, LLC, Orlando, FL 1988 - 1991
Press & Publicity
Handled media inquiries, prepared and distributed press releases and
articles and assisted with media events.
Clemson University, Clemson SC. 1985-1988
Bachelor of Science, Financial Management
Minor in Communications
Nashville Sports Council
Human Rights Campaign
Board of Directors, Leadership Health Care
(formerly Young Health Care Leaders)
Board of Directors, Boys & Girls Club, Middle Tennessee
Sharon Rask (Superior)
Vice President, Marketing. UnitedHealthcare
quot;Jim Hennessey is a person who works to bring people together to determine the best marketing approaches.
As a liaison between field and corporate, he has the job of balancing priorities and making recommendations
that will bring the most value. He works well with people to get that tough job done and brings his expertise to
bear on the situation.quot; January 21, 2008
Kathy Mason (Peer)
Regional Director, Business Marketing, UnitedHealthcare
quot;Jim is an extraordinarily creative thinker that can easily take concepts and turn them into reality for the
betterment of his client. He is also constantly challenging himself to familiarize himself with current trends,
resources and learning opportunities and shares that knowledge with his team.quot; May 22, 2008
Shayne McCartney (Subordinate)
Manager, Marketing Communications, UnitedHealthcare
quot;James is a very strategic and creative thinker. He is enthusiastic and provides a strong leadership ole to those
around him. He takes initiative in doing marketing research and is always coming up with new ideas to
increase presence and improve perception in the market place.quot; May 22, 2008
Marc Spiegel (Subordinate)
Communications Manager. Nashville Predators
quot;James is a resourceful manager, with careful attention to short and long term project goals. James has an
ability to deliver under tight-deadlines, while maintaining a calm and collective demeanor.quot; February 14, 2008
Kim Detwiller (Professional)
President, Team Strategies LLC
“I have actually worked with James for many, many years. He is extremely reliable, very creative, and
great at his job. I also have had the fortune of being a friend so I call him “Jim”. I highly recommend him for any
position or project that he partners with. ” August 29, 2008
Reference statements from LinkedIn professional profile of James Hennessey available at
James (Jim) Hennessey
Marketing Communications Leader
Additional Project Samples
Ryman Musical Series Marketing Plan
Marketing plans are essential for product/service programs that continue of extended
time frames or programs that have related but multiple messages as part of the
campaign. Marketing plans start with situation analysis which yields campaign objectives,
strategies and objectives.
The Ryman Musical Series campaign was for four different theatrical offerings, each with
an average of 55 performances, spanning from April-December. An umbrella quot;lookquot; was
created for the campaign to unite the four productions as a series and also reinforce the
Ryman brand. Each production received print and radio advertising, direct mail, and
other promotions including table tents at area restaurants.
Mr. Hennessey was responsible developing the overall marketing plan and four sub-
campaigns. He also was responsible for project and agency management and developed
the media strategy.
Little Known Facts B-to-B Campaign
There are six basic elements to be considered when implementing a business-to-
business outreach. They are: reach, frequency, message resonance, persuasive impact,
clutter, and waste.
Campaign was designed to touch every employer with 100+ employees in 24 markets.
Reach was achieved with four flights of direct mail over eight weeks. Frequency was
achieved with business print advertising during six of the eight weeks and business radio
spots throughout the eight week flight. Message resonance was achieved by “market
specific” facts that tied to the product pitch.
Mr. Hennessey was responsible for project and agency management for campaign and
developed the media strategy.
Ryman Auditorium Brand Campaign
A well-crafted brand strategy has three components: defined audience groups you wish
to reach; a clear definition of the industry in which the brand exists; and a statement of
the brands point of difference and key benefits.
This brochure, which was part of the Ryman’s brand re-launch touches all three brand
strategy components. The piece was targeted to concert promoters, music industry
representatives and event managers to convey the venue’s unique place among
performance venues and the Ryman’s important history and musical importance.
Mr. Hennessey was responsible for concept, agency management, writing and editing.
UnitedHealthcare Brand Refinement
Strong brands need to be maintained and refined over time to reflect significant change or
growth of the enterprise. That does not necessarily mean changing the core brand
proposition, it may simply be updating the delivery method , message or format.
In 2008, after the acquisition of Oxford Health, John Deere Health, Sierra and PacifiCare,
UnitedHealthcare refined its brand message and presentation. The refined message still
acknowledged the challenges of the health care system but deployed a new tag line,
quot;Healing health care. Together.quot;
The advertising support was note worthy for its use of a bold color palate, not typical of
health care companies, and also the direct and bold message content.
Mr. Hennessey was part of the team working on the project and was responsible for
message development and internal band launch.
Out of Home Media
UnitedHealthcare Small Business Tool Kit
Marketing programs for multiple markets may be challenging due to varying market
conditions, product focus, and available marketing dollars. Each market may share
campaign objectives, strategies and objectives, but the timing and resources are different.
UnitedHealthcare has small business sales operations in more than 50 markets nationwide.
To support those ongoing efforts a tool kit of print advertising, out of home programs, and
business-to-business radio was created and was customized by market needs.
Mr. Hennessey was responsible for concept, agency management, writing and editing and
launch of the toll kit program.