1. Ali Safavi
Page 1 of 3 • U.S. Citizen •10750 Wilshire Blvd. #1002 • Los Angeles, CA 90024 • C: (310) 694-2813 • Ali_Safavijdmba@hotmail.com
SUMMARY OF BRAND AND DIGITAL MANAGEMENT LEADERSHIP QUALIFICATIONS
Hold Juris Doctorate and Master of Business Administration degrees with over 10 years of international and domestic professional managerial marketing
and sales experience, gaining exposure to brand, product life cycle, category, and value chain management, services marketing, distribution, promotion,
advertising, pricing, P&L ownership, business development, new product launch, and strategic competitor analysis. Breadth and depth of industry
experience in entertainment, consumer packaged goods and high-technology marketing. Noted expertise in developing, implementing, and
communicating cutting-edge marketing programs to meet customer and consumer needs while driving revenue and profit. Successfully started
& continued career development enterprise.
EXECUTIVE EXPERIENCE
5209 Investments Incorporated – Real Estate Investment Corporation - June 2012-Present
Vice President, Digital Media• Santa Monica CA • 6/12 – Present
• Led over 1,000 digital media campaigns for 36 company-wide deals grossing over $10MM in incremental sales across 13 DMAs.
• Grew mobile presence by aligning with 4 digital marketing partners in 9 adjacent categories, gaining immersive content across new mobile platforms
which were aligned company wide with finance, business development, and legal.
• Elevated social media strategy by implementing a range of techniques including paid search, SEO and PPC while managing a team of 11 to
optimize the usability, design, content and conversion of mobile and digital platforms.
•Responsibility for planning and budgetary control of all digital marketing, including evaluating consumer and third party customer research, market
conditions and competitor data leading to an increase of 121% in incremental awareness.
•Review new technologies and keep the company at the forefront of developments in digital marketing while leading social media presence and direct
consumer programs to improve social media reputation and recognition
Global Entertainment Sales Leadership
The Walt Disney Company (Disney) – October 2005 - 2012
Executive Director of International In-Home Sales, Walt Disney Studios• Burbank, CA • 3/08 – 6/2012
• Led online, mobile, and interactive strategies for Disney’s largest global partners, such as Amazon, Microsoft, Netflix, Wal-Mart, Carrefour, comprising
over $3 Billion in net revenue with a 110 member virtual team in a highly matrixed environment
• Managed executive top-to-top relationship for both top 10 customers and negotiated Disney’s 1st
ever Wall-E customer retail execution where Disney
Pixar characters drove consumer engagement on Amazon to increase sales by 15%
• Orchestrated the organizational design, strategy, and framework for the division’s Global Account Management structure leading to senior
management alignment and executive sponsorship at our top 5 worldwide customers which conduct over 65% of our home video business
Worldwide Director of Sales Strategy, Walt Disney Studios Home Entertainment• Burbank, CA • 6/07 – 4/08
• Led global strategy for sales teams in North America, Europe, Asia, South America, and Emerging Markets, encompassing over 200 members of the
sales force and over $4B in revenue across home video business
•Helped drive Blu-ray launch (#1 initiative for the division), “retail-tainment” for top 10 customers worldwide, Platinum, catalog, and new release
product growth while leading a virtual global sales team
• Championed Disney Home Video’s first worldwide approach to 4 Global customers: Wal-Mart, Amazon.com, Carrefour, and Costco leading to a
10% growth in FY 08 off of a $1.7B base by driving and implementing incremental initiatives
• Served as ambassador to the evolution of performance based trade terms in Europe by supporting over 40 negotiations in extracting
incremental value and conditionality at retail, resulting in a expected $50 Million profit gain for the division
PROFESSIONAL BRAND MANAGEMENT EXPERIENCE
Global Entertainment Brand Management
Worldwide Director of Marketing, Walt Disney Studios Home Entertainment• Burbank, CA • 9/06 – 6/07
• Led marketing strategy for Disney’s New Feature Animation, Pixar titles, Platinum, Gold, and Direct-to-Video titles worldwide
•Led marketing task force to identify, communicate, and overhaul international Platinum challenges leading to an incremental $30 Million in profit
•Drove international franchise development for Tinkerbell and Fairies, one of Disney’s key FY 07-08 corporate priorities
•Overdelivered FY 07 profit and volume commitments through the creation of consumer-relevant content, marketing strategies, and efficiencies
• Revitalized animation business through global task forces, best practice sharing, and a focus on driving superior product value and perception
•Culturally immersed internationally; and worked with teams in the UK, France, Spain, Scandinavia, Germany, Holland, Japan, Brazil, Mexico,
China, Canada, and all regions of the U.S.

2. •Enhanced the Disney brand (Disney DVD) and key franchises through consistent messaging, positioning and superior value creation resulting in #1
value share leadership across the category
Ali Safavi
Page 2 of 3 • U.S. Citizen •10750 Wilshire Blvd. #1002 • Los Angeles, CA 90024 • C: (310) 694-2813 • Ali_Safavijdmba@hotmail.com
Global Senior Brand Manager, Buena Vista Home Entertainment International • Burbank, CA • 10/05 – 9/06
• Oversaw strategic marketing initiatives, P&L, package design, and distribution strategy for Disney Pixar’s blockbuster hit, Cars, achieving $500
Million in global sales
•Set international home entertainment launch strategy for Chicken Little , Disney’s first all-CGI animated hit, Brother Bear 2, Dumbo Special Edition,
Fox and The Hound SE, and The Wild in 20 major markets across Europe, Asia, and Latin America, resulting in $150 Million in profitable revenue
•Directed awareness at retail by generating over 100 Million impressions internationally for the theatrical release of Chicken Little
•Assisted in Disney’s 1st
ever World Cup online marketing campaign in connection with Chicken Little launch in the UK, France and Germany leading
to a 10% lift in pre-launch awareness behind 30 Million impressions
•Garnered placement of over 300,000 sample discs for Chicken Little at Woolworth’s UK and over 3 Million preview discs for Cars resulting in
incremental display for Disney Gold brands and support for Cars theatrical release respectively
•Demonstrated capacity by effectively managing an intern, taking on 5 additional product launches, 1 major international window release project, and
analyzing financial performance of our Platinum line leading to $45 Million in net margin
•Analyzed department’s New Feature Animation marketing spend strategy by reducing marketing as a % of net revenue by 5% across 7 titles
resulting in $10 Million in savings while maintaining topline growth
• Overhauled Gold catalog by instituting new pricing strategy, promotional mechanics, and hard-hitting POP elements resulting in $25 Million in profit
• Assisted France team by restructuring marketing programs and promotional mechanics resulting in $5.5 Million in incremental margin
• Helped mitigate APR overages as a % of revenue for animation business at Disney by cost optimizing non-working dubbing fees
representing $30 Million in cost savings
Consumer Packaged Goods Brand Management
THE PROCTER & GAMBLE COMPANY (P&G)
Brand Management, Tide & Downy Brands - Market Development Organization • Cincinnati, OH • 11/04-10/05
• Launched largest Fabric Care Initiative in connection with Downy, Bounce, and Febreze brands driving 18% incremental customer margin in 6 months
• Finalized 10 secondary packaging tools, 4 displays, 200 Million demos, 2 cycle-based programs, & customer marketing strategy for Tide
• Led P&G’s FY 05/06 Scale Customer Marketing Program across 12 Brands and 5 Categories delivering a 250 Profit Index Payout
• Developed cost-effective neckhanger tool on 240 Millon base Tide bottles projected to win in-store v. competition by over 45% and increase HHP by 2%
• Created 1st
organizational capability training between IP & Claims Legal Department and Brand Marketing to facilitate stronger copy
• Trained 100 Brand Personnel on importance of in-store marketing, creating FMOT awareness, and winning with Top 10 customers
• Overall MDO Fabric Care Leadership for all Tier 1 & 2 Product Launches, owning entire retail strategic plans
Senior Assistant Brand Manager, Febreze Brand • Cincinnati, OH • 8/02-11/04
• Opened New Channel of distribution for P&G by leading groundbreaking launch of Febreze Auto into the automotive channel, resulting in an
incremental $4 Million in revenue with a 229% ROI
• Paved the way for a successful $150 Million sell-in of a new-to-the-world P&G product by creating a smooth path for vendor buy-in
• Diagnosed 15 key monthly business trends and issues while strengthening 5 relationships and 5 growth plans with 5 key customers (Target,
Dollar General, Family Dollar, Sam’s, & Costco) behind the creation of an important customer intervention initiative
• Extended Febreze equity in current and new channels in driving gains with consumers, shoppers, influencers, and customers
• Worked with Target SAE and CTMM in developing customized plans to double the Febreze business at Target driving an incremental
$25 Million in revenue by aligning key stakeholders to overall growth target, and securing 5 feature/display anchor events
• Formulated strong cross-functional relations with Product Supply, Packaging, and Sales to convey a new merchandising tool on crash
timing to support key customer set dates yielding a 20-30% lift in volume over traditional shelving
• Energized cross-functional team to deliver over 600 demo kits to secure 3 incremental Club events worth 80,000 cases of Febreze
• Enrolled a diverse group of MDO, GBU, and CBD personnel to develop 5 winning consumer and customer concepts for a new
Febreze and IAMS alliance
• Demonstrated solid grasp of consumer sell-through data, making conclusions, and recommending specific actions and strategies
• Saved P&G $450,000 by negotiating sponsorship exit strategy and follow-through on volume commitments
• Called out opportunity for Febreze to better communicate its benefits on shelf, leading to the formation of the “1st
Moment of Truth
team”
• Assumed responsibility for commercializing a $200 Million incremental new category introduction with 5 consumer preferred variants
• Owned final packaging, advertising (2 WAN TV ads, 1 WAN DRTV ad, 6 WAN Print ads), media, in-store tools (5 display units, 15
customer marketing executions), promotion (4 FSCIs) and $20 Million marketing plan for upstream North American Febreze launch

3. • Summarized Concept & Use, Cannibalization and Consumption tests to implement necessary differentiated changes for the launch
• Delivered upstream volume forecast in an innovative, efficient marketing plan based on a thorough understanding of the target
consumer that fulfills the share potential of this unique brand proposition
• Confirmed the correct Febreze upstream-base retail lineup and shelf placement by delivering category integrity
Ali Safavi
Page 3 of 3 • U.S. Citizen •10750 Wilshire Blvd. #1002 • Los Angeles, CA 90024 • C: (310) 694-2813 • Ali_Safavijdmba@hotmail.com
P&G Training
• Marketing Communication + Copy Development • HR Policy & Travel
• Artwork Process & In-Store Winning Strategies • Coaching, Mentoring & Diversity
• Marketing Innovation • Building Brands
• ABM College • Business Fundamentals
• Market Development & Competitive Scenario Planning • News without News
• Leadership on Paper & Oral Presentation • Brand-Legal
Information Technology Marketing
HEWLETT-PACKARD COMPANY (HP)
MBA Marketing Intern• Boise, ID • 5/01-8/01
• Developed HP’s first successful procedural & substantive process for collecting & disseminating customer feedback on multi-functional peripherals (mfp)
• Assessed how HP could identify 400 highest volume and business potential customers in the SMB segment
• Evaluated 30 focus group responses to suggest reducing HP’s expenditures on delta and beta programs (currently spend $2 Million/yr)
• Posited a cost/benefit study for 3 project extensions to help HP understand where it has retained or lost customers in the sales funnel
• Benefits of my customer feedback model addressed 6 key areas: efficient allocation in resources through channel & messaging
strategy; reduction in secondary research budgets; firm grasp on customer “sweet spots” and sales inhibitors as measures for revenue
inflection; potential for gaining faster order-to-cash lead & flow time; avenue to expose new growth opportunities for HP; continuity,
flexibility and applicability of model to all product lines and business units within HP
• Synthesized 100 internal partner information areas into usable categories: awareness, evaluation and usage; purchase and roll-out;
recommendation, and future product development
Trade & Customer Value Marketing
SARA LEE CORPORATION, MEATS DIVISION
Executive Marketing Intern • Memphis, TN • 5/00 – 8/00
• Worked with VP of Marketing, 4 Directors and 6 Senior Managers to implement company goal of delivering $25 Million in value to investors
• Improved category performance while benchmarking 160 different consumer and trade promotional programs, FSI forms and media campaigns
• Provided strategic recommendations to delist over 500 unprofitable products in 60 top accounts and markets
• Conducted a size analysis utilizing 200 syndicated data reports to assess how Sara Lee Meat companies can capture additional market share
Product Marketing
LEVI STRAUSS (HUB DISTRIBUTING, INC.)
Sales and Customer Service Supervisor • Los Angeles, CA • 2/94 - 2/95
• Leveraged 10 corporate marketing strategies to gain a 30% residual increase in unaided consumer top-of-mind awareness and brand recognition
• Offered customer service improvements and enhanced product expansion to 5 area branches
• Monitored configuration of over 2,500 apparel items to strengthen storage management and profit margin
HAAGEN-DAZS CORPORATION
Marketing Associate • Los Angeles, CA • 3/93 - 1/94
• Consulted upper-level management regarding competitor strategies, regional economic trends and advertising
• Developed 14 weekly activity reports to regulate expenditure issues and invoke mass product sampling leading to repeat consumer purchases
• Streamlined 6 major retail processes and identified 11 cost centers in order to increase quarterly cash flow by 17%
ACADEMIC CREDENTIALS

4. JD/MBA: UNIVERSITY OF TENNESSEE Knoxville, TN Master of Business Administration with concentration in Marketing and Doctor of
Jurisprudence, May 2002; Dean’s List; Top Law Section grade; Full Tuition Scholarship & Stipend
B.A.: UNIVERSITY OF CALIFORNIA, LOS ANGELES Los Angeles, CA Bachelor of Arts in Sociology with Honors and Dean’s List Nomination,
December 1997; MAJOR GPA=4.0/4.0; Top 20% of senior class at UCLA; UCLA Elite Scholars Society