Mark A. Miller
Portfolio

I possess a broad range of marketing
experience with brands that range in
scale from local to global.
I want to leverage this experience,
and my unique set of skills to help
exceptional brands, companies and
organizations connect with their
audiences now— while evolving
their brands for the future.
MARK A. MILLER

Biography
MARK A. MILLER
Mark began his career as an art director at a small adver4sing agency in Lexington, Kentucky and has since
gone on to work in a variety of roles, from art director, to account director, to brand strategist at several
world class firms covering adver4sing, interac4ve, and retail design. He also spent four years on the client
side as Execu4ve Director of Marke4ng for Longaberger Baskets and Home Accessories, managing mul4ple
business areas responsible for all primary marke4ng ini4a4ves including brand communica4ons, sales field
communica4ons, mul4‐channel marke4ng, and events.
While at Longaberger Mark reinvented several key aspects of their marke4ng, refining and amplifying
emo4onal connec4ons to the brand. Mark’s approach was two fold—first gain insight into the needs and
desires of customers using consumer panels to test and review products and messaging on an on‐going basis
MARK AND HIS SON MAX.
NOT PICTURED ARE TWO OUTSTANDING
and second, channeling these insights to talented teams, aligned around common objec4ves. This approach
YOUNG DAUGHTERS AND A BEAUTIFUL
resulted in the successful launch of several new product categories such as food, handbags, and jewelry.
AND TALENTED WIFE.
Another accomplishment of Mark’s 4me at Longaberger was the vastly improved opera4ons resul4ng in
significantly reducing expenses while tripling catalog distribu4on and genera4ng record aKendance at
company events.
In 2007, Mark returned to the agency side taking on the role of Director of Consumer Environments for
Fitch, one of the world’s leading retail design firms. There, Mark led a mul4disciplinary team of designers,
strategists, and account management in the development of insight driven, innova4ve marke4ng programs
for some of the world’s most recognized brands. While consul4ng in retail Mark has developed a passion for
organiza4onal improvement and best prac4ces around innova4on.
Mark holds a Bachelor’s Degree in Fine Art, from the University of Kentucky. While focusing on pain4ng,
sculpture, photography, and filmmaking Mark learned the key components to a produc4ve crea4ve process
and became accomplished at evalua4ng and cri4quing ideas in various formats and media. The art program
was also where Mark first began to flush out his abili4es as a storyteller and marketer of crea4ve concepts,
becoming the only student in the Bachelor’s program to successfully hold a solo gradua4ng show.

Resume
Mark A. Miller
The Longaberger Company — ExecuMve Director of MarkeMng
614 571 8315
September 2003 – December 2006
1977 Bedford Road, Columbus OH 43212
Longaberger is a leading manufacturer and direct selling company, offering premium home
mako812@mac.com
accessories and decor products, earning over $500 million in revenue annually. As Execu4ve
SUMMARY Director of Marke4ng repor4ng directly to the President and CEO, I managed four key business
A proven leader with over 15 years experience in the development and implementa4on of areas consis4ng of more than 40 direct and indirect reports. Under my leadership, marke4ng
compelling brand strategies and marke4ng programs. My professional objec4ve is to apply my was restructured to reshape Brand Communica4ons, Sales Field Communica4ons, Corporate
leadership skills and strategic abili4es in working with a progressive company, commiKed to Events, and Mul4‐Channel Marke4ng into integrated, strategy driven teams, resul4ng in
providing meaningful products and/or services to their customers. improved marke4ng tools and best prac4ces at significantly reduced costs.
PROFESSIONAL EXPERIENCE
I was able to provide the company with a fresh approach to our literature cadence which
resulted in a 300% increase in literature distribu4on and customer exposure, a 10% increase
Fitch World Wide —Director of Consumer Environments and Branding
in the core line segment, which is the most profitable segment and a 5% increase in sales field
January 2007 – August 2008 produc4vity. Addi4onally, I managed the Crea4ve Marke4ng budget which was the companies
Fitch is one of the world’s leading, global retail design firms, redefining retail in response to largest S, G & A expense and increased the revenue line by $2.6m while reducing expenses
consumer's needs. A mul4disciplinary design studio offering consumer research, store design, by $400k.
packaging, brand posi4oning, as well as, iden4ty development and product design, Fitch helps
companies create consumer experiences that enhance people's lives across mul4ple points of ResponsibiliMes included development and direcMon of all markeMng efforts including:
interac4on. As Director of Consumer Environments and Branding, I lead a 20 person, mul4‐
• Sales Literature and Collateral Materials
disciplinary team of designers, strategist and account managers in providing companies with a
range of services including the following:
• Monthly and Quarterly Lifestyle Publica4ons
Consumer Strategy and Insights Consumer Environments and
• Sales Field Mee4ngs and Conven4ons
• Brand Strategy Experience MarkeMng
• Consumer Segmenta4on • Store and Shop In Shop Design
• Consumer Facing Events and Promo4ons
• Market Trends • Event Design
• Qualita4ve Research and • Visual Communica4ons • Product/Service Branding and Development
Shopping Ethnography • On‐item and Structural
• Defining and Mapping Brand Vision and Evolu4on
• Innova4on and Branding Packaging
Workshops • Naming and Iden4ty
• Development of Key Interac4ve Ini4a4ves including e‐Commerce, Sales field
Development
intranet, online ordering and distribu4on of literature and sales tools
• Development and Implementa4on of Consumer Research
Holding full P&L responsibility for the studio, I played an integral part in all forecas4ng,
repor4ng, and business planning efforts, as well as overseeing all pitch development and
• Planning and Management of Budgets in excess of $14 million
proposal wri4ng, including the accurate scoping and successful management of all projects and
client rela4onships.

Resume
Fitch World Wide — Director, Brand CommunicaMons Group CorneS AdverMsing — Account Supervisor
December 2001 – April 2003 1992 – 1998
Led a team of graphic and environmental designers involved in a range of ac4vi4es CorneK is a highly crea4ve, award‐winning, full service adver4sing agency located in
including, consumer research, product concep4on and explora4on, packaging, and Lexington, Kentucky. Specializing in integrated adver4sing, communica4ons, and event
collateral design. marke4ng specializing in sports marke4ng, healthcare, and restaurant segments.
ResponsibiliMes included: ResponsibiliMes Included:
• Development and Implementa4on of Consumer Research • Crea4on of Integrated Print, Broadcast, and Outdoor Campaigns
• Building Knowledge and Strategic Insight around Client Industries • Media Placement, Direct Mail, PR, and Event Planning
• Development of Crea4ve Briefs • Account Planning and Business Development
• Development and Refinement of Internal Processes and Methodologies
• Principal contact for all Client Rela4onships
• Efficient and Accurate Account Tracking and Billing
• Scoping of Opportuni4es and Proposal Development
EDUCATION
University of Kentucky, Lexington, Kentucky
Bachelor of Arts, with emphasis in pain4ng, sculpture, photography, and filmmaking
Resource MarkeMng Inc. — Manager, Client Services REFERENCES
March 1998 – July 2001
Al Montalvo
Resource is one of the leading interac4ve firms in the country, integra4ng one‐to‐one
Director of Marke4ng, The Body Shop
marke4ng, adver4sing, and marke4ng communica4ons with online environments to
919 554 8246
create seamless brand experiences. I was involved with the development of marke4ng
and brand strategies, as well as coordina4on and management of key project teams,
Jim Brown
including crea4ve, brand strategy, and interac4ve.
Principal and Crea4ve Director, LaineGabriel
ResponsibiliMes included:
740 334 0193
• Development of Integrated Promo4ons and Adver4sing Campaigns
• Web Development and Design with a focus on Informa4on Architecture and
Michael Bills
Content Management
Execu4ve in Residence, Fisher School of Business, The Ohio State University
• Management of Market and Consumer Research
614 226 0072
• Transla4ng Market Informa4on into Ac4onable Insights
• Managing Account Growth and Profitability

The Work
The Longaberger Company
Consumer Strategy
InnovaMon and IdeaMon
Retail Design
Branding

The Longaberger
Company
MulM‐Channel MarkeMng – Working in alignment with
the Sales, Merchandising, and Business Planning groups
to develop seasonal campaigns, monthly promo4ons,
and sales programs delivered through an integrated
system combining catalog, direct mail, online CATALOG AND
DIRECT MAIL
communica4ons, viral video, and e‐mail blasts. STRATEGY
Event Planning and Management – In Direct Selling
organiza4ons such as Longaberger, events are a big key
to success. My group was responsible for branding,
planning, programming, and producing over fiqy
INTEGRATED
corporate sponsored events annually, varying in
PRINT AND
aKendance from 1,500 to 15,000. ONLINE
ADVERTISING
Product PosiMoning and Launch– Working closely with
the merchandising and product development teams, the
marke4ng group was responsible for the posi4oning and
launch of several new product lines ranging from food to
handbags to jewelry. This included consumer research,
naming, iden4ty, and packaging design.
CommunicaMons ‐ Managing a volunteer sales force
SALES FIELD
over 25,000 people strong takes clear, consistent, and TOOLS AND
compelling communica4ons. From weekly leadership COMMUNICATIONS
updates to monthly publica4ons celebra4ng, the unique
craq and business opportunity that Longaberger offers
required focused and thoughrul effort every day.

Consumer
Strategy
NEW PRODUCT
POSITIONING
AND BRANDING
Select Comfort – Aqer the successful prototyping and rollout of a
new store that increased sales by up to 30%, my team and I were
asked by Select Comfort to look at the evolu4on of the brand and
their consumer. The outcome resulted in the stronger integra4on of
marke4ng and promo4ons into the store environment as well as
the development, design, and launch of new products and
accessories that con4nue to redefine a good night’s sleep and
deepen customer loyalty.
Johnson and Johnson – As one of the worlds leading CPG
companies, JnJ is always working to preserve category leadership GAINING
with brands like Band‐Aide and Neosporin at the shelf level. Under CONSUMER
INSIGHT
my management and account direc4on, strategists developed
comprehensive field studies in mul4ple markets that u4lized
innova4ve shopper ethnography built to close gaps and ques4ons
raised in quan4ta4ve studies. The outcome was ac4onable insight
into how consumers were talking about the products and their
usage, as well as key percep4ons about the brands that were
influencing purchase decisions. These insights allowed JnJ to
elevate their presence across mul4ple categories in major mass
retailers such as Target and Wal‐Mart.
Home Depot – In the face of declining profits and increased
compe44on, Home Depot asked us to take a fresh look at the
customer experience. Looking at analogous brands and retail
experiences in combina4on with shopper intercepts and synthesis
of exis4ng data, my team began to lay the founda4on for new ways
of thinking at Home Depot that are helping them with incremental
improvement to plannagrams and in‐store merchandising in the
short term and more transforma4onal change in the long term that
CONSUMER
would include whole new store footprints and prototypes. JOURNEY
ASSESSMENT

Innovation
and Ideation CORPORATE CULTURE
TRANSFORMATION
Humana Healthcare – Entrenched in a commodi4zed industry
and bureaucra4c culture, Humana has commiKed itself in
recent years to significant organiza4onal and cultural change.
Working primarily with the Innova4on and Marke4ng teams,
we developed a ground breaking three‐day workshop and
internal communica4ons campaign that demonstrated the
importance and power of connec4ng emo4onally with
healthcare consumers. As a part of this unique ini4a4ve, my
team developed branding, messaging, and programming that
helped areas across the organiza4on become grounded in the
fundamental issues consumers are facing and how to begin to
look deeper for insights and answers.
Nestle – We designed and implemented a rigorous
ethnographic study that worked to uncover the key CONSUMER
mo4va4ons and factors involved with meal prepara4on and BEHAVIOR
ANALYSIS
serving in the home. In addi4on to probing for consumer
insights via a combina4on of in‐home shadowing and
observing subjects while grocery shopping, my team
developed a unique approach to prototyping and product
organizing principles that allowed Nestle to quickly and
effec4vely test mul4ple direc4ons without incurring a great
deal of costs.

Innovation
and Ideation
Coca Cola Company – When Coca Cola looked to develop
a global ini4a4ve to revitalize and extend the Sprite brand,
they enlisted my team to design and coordinate a unique
three‐day workshop that challenged global execu4ves and
marketers to explore a range of experiences such as the
natural world, Asian medicine and mys4cism, and various
youth sub‐cultures in order to source new ways of thinking
about the brand. The result was over twenty new flavor, IDEATION WORKSHOPS
packaging, and marke4ng ideas created and refined in a AND FACILITATION
maKer of weeks.
Pepsi – In order to increase sales through key account Taco
Bell, Pepsi asked us to develop a new way to make the
experience of self serve soda fountains a more compelling
draw for consumers. The result was a mobile prototype
soda sta4on Pepsi was able to display at mul4ple sales
conferences in order to excite and inspire corporate
execu4ves at Taco Bell, as well as their franchisees.
CONCEPTUALIZATION
AND PROTOTYPING

Retail Design
Target CorporaMon – Recently Target went looking for a
partner to help them redesign their soq‐lines and home
goods departments. My consumer environments studio
was ul4mately selected and embarked on fast moving,
collabora4ve process with Targets internal merchandising
teams in order to quickly assess key challenges and
opportuni4es. The results were new fixture elements,
carefully integrated visual communica4on and brand
imagery, and innova4ve display systems that help to build
and expand on the power of the Target experience. BRAND
COMMUNICATIONS
HSBC – We developed a strategic and pragma4c approach
to help HSBC convert hundreds of newly acquired branch
loca4ons to accurately reflect the power and promise of
their global brand. The result was 4ered and scalable
architectural elements that could be implemented
accurately and as quickly as possible.
BRAND PLANNING

Retail Design
Sears – Struggling department store Sears engaged my
studio to take a deep dive on their exis4ng consumer
segmenta4on and begin to explore poten4al new customer
journeys and experiences to help reinvent both the Sears
and Kmart brands. For Sears, the results were an in‐store
focus on service beyond the purchase, which always has
been a key strength for the brand, Also, incorpora4ng
pavilions into each department allowed consumers to plan,
research, and purchase in a user‐friendly sesng. BRAND EXPERIENCE
EVOLUTION
Kmart – With a brand that has slowly declined in the face
of increased compe44on, Kmart worked with my team to
develop some dis4nc4ve addi4ons to its tradi4onal
shopping experience. Leveraging the simple and
approachable heritage of the brand, my design team
developed a “marketplace” concept that served to create a
dynamic and open shopping experience in the center of
the store, supported with fresh addi4ons to food and
services such as mini‐spa and café areas.
BRAND
EXPERIENCE
EVOLUTION

Brand
Communication
NFL – The Na4onal Football League licenses its brand to
thousands of products, from clothing to toys to home
appliances and beyond. Preserving the credibility of the
league while communica4ng the NFL brand across such a
variety of products is an ongoing challenge. My team of PACKAGING
DESIGN
strategist and designers worked closely with the NFL’s
internal marke4ng and merchandising groups to clarify the
brand promise of NFL licensed products and to establish a
clear hierarchy across items and categories. The outcome was
a brand architecture and packaging system that segmented
products into clear good, beKer, best levels, making shopping
easier for consumers and going to market easier for
manufacturers and retailers.
Adidas – With the launch of their “Impossible Is Nothing”
campaign, my team and I worked to integrate the tone of the
new campaign into their retail outlet stores via visual
IN-STORE BRANDING
communica4ons in a simple and efficient way. The result was
reduced cluKer and redundant signage in combina4on with
stronger use of drama4c imagery that beKer reflected the
primary brand campaign.
Dick’s SporMng Goods – As part of their substan4al growth,
DSG purchased the licensing rights for the Field and Stream
brand. We worked closely with the internal marke4ng groups
to help them refine the brand and shape the direc4on of the
line as well as its role in the store. The outcome was a new
iden4ty and packaging system that helped DSG transi4on a
majority of their hun4ng and camping category to a deeper,
BRAND IDENTITY
more emo4onally credible brand.

Thank You
MARK A. MILLER
614 571 8315
MAKO812@MAC.COM