Personal Resume for Charles R. Graves

1. CHARLES R. GRAVES
7125 Ashburton Drive Phone: (865) 898-9431 Email: CRGbranding@gmail.com
Knoxville, TN 37909
Summary of Experiences
A globally oriented and operationally diverse creative and brand development leader with extensive experience in
creative direction, brand licensing, leading strategic business initiatives, and product development. A demonstrated
track record of proven leadership abilities with marketing and communication skills and international experience in
creative direction and product development. An entrepreneurial executive with the ability to drive strategic business
imperatives across geographic, cultural and demographic lines. A highly organized, detail oriented, dynamic, and
imaginative professional with strong team based leadership attributes and success in servant leadership.
Core Competencies
• Creative Direction & Development • Photography & Video Oversight • Brand Development
• Marketing & Communication • Staff Development & Management • Brand Identity Strategies
• Marketing Channel Strategies • Organizational Structure • Trademark / Copyright Usage
Professional Experience
Gables & Gates, REALTORS® 2016-Current
Real Estate Agent – Residential Properties
Freelance Photographer 2016-Current
Real Estate Photography
Photography as Art
National Geographic Society 2013-2015
Director Licensing, Marketing & Creative – Washington, DC
National Geographic: One of the World’s largest privately held non-profit scientific and educational organization.
The Director Licensing, Marketing & Creative develops and manages all creative and marketing initiatives for National
Geographic Brand Licensing; creates needed Brand style and packaging guidelines; oversees the research and approval
process with adherence to Brand guidelines; manages and directs photography and video used in marketing, consumer,
and promotional materials; and develops and executes creative and marketing strategies for all Brand Licensing needs.
Returned to National Geographic in the spring of 2013 to lead the efforts of Brand Licensing in creative as in previous
tenure (see below: 2000-2004) with the addition of marketing responsibilities.
• Developed new Brand Licensing Packaging Guidelines (new and revised), live on new Nat Geo Brand Licensing
Asset website Jan 2014 (natgeobrand.com). Noted by Beanstalk’s Blueprint Consulting division as “…one of the
best (they had) ever seen”.
• Identified and developed guidelines and assets for Marketing, Home Collection, and Retail Merchandising
including web-based applications
• Developed master sales presentations for various categories of Nat Geo acquisitions
• Oversight and development of all photography and video elements used in Brand Licensing materials
• Managed Public Relations and Marketing plans for Brand Licensing Department
• Traveled to China and Malaysia for initial review of potential partners for Location Based Entertainment venues
• Participated in departmental development and plans for category expansion and acquisitions
• Rewrote, with reporting staff, Best Practices Manual and Approval Process Systems for licensees
• Collaborated with various internal Nat Geo departments, including Brand Marketing & Creative, Research,
Communications, and NG Connect, to enhance programs and operations of the Brand Licensing group
• Oversaw the Management of the Research and Approval Process department with 5 reports
• All functions as listed in 2000-2004 tenure below

2. Charles R. Graves Page 2 of 3
Resume
Scripps Networks Interactive 2010-2012
Director, New Business Home Category - Knoxville, TN
A $2.3 Billion lifestyle media firm including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and GAC.
• Led in collaboration with outside agency, Beanstalk, the resourcing and acquisition of furniture licensees for
HGTV HOME resulting in an agreement with Bassett Furniture, Inc. for HGTV with projected sales of $100M+
• Traveled to Asia to manufacturer’s factories for onsite approvals and final adjustments of product design
• Organized and enhanced Scripps Approval Process for HGTV HOME and DIY Network licensees resulting in
significant organizational efficiencies & streamlined legal processes
• Drove resourcing of web-based licensing management system that would result in automated approval
processes & improved auditing controls as well as enhanced royalty and contract management systems
• Led HGTV HOME Builder Home Concepts study resulting in estimated revenue potential of $2M plus annually
• Conceived and delivered the fall 2012 HGTV HOME Product House in the Knoxville Parade of Homes resulting in
increased brand awareness, increased HGTV HOME product sales and improved retail business
• Successfully led Product House effort resulting in the sale of the house, at end of project, and four additional
homes along with over $30,000 in direct HGTV HOME product sales of local flooring and paint products
• Initiated and standardized content, editorial, design, graphics and quarterly distribution of e-Newsletter
communications to HGTV HOME licensees resulting in increased market awareness and product knowledge
• Organized and led all aspects of HGTV HOME furniture products photo-shoot resulting in successful video
footage for marketing purposes and still images for web use
• Responsible for the delivery of the HGTV HOME Retailer Location tool for the HGTV HOME website that pin-
pointed all HGTV HOME retailers in ascending distance from any specified address
• Developed, deployed, and standardized the trademark application and copyright process for HGTV Licensing
Meredith Corporation 2004-2009
Account Director, Brand Licensing - Des Moines, IA
A $1.4BB publisher and media corporation: Large market television stations, national websites and major magazines
• Initially hired as Art Director for a new Brand Licensing venture and moved to Account Director within a year due
to broad experience in leadership and customer client proficiencies for major clients such as Walmart
• Initiated Better Homes and Gardens branded furniture concept, licensee search, and supervised all brand
aspects including editorial, marketing and advertising, BHG design, and brand product development in the US
and China with first year results of over $110M at wholesale and over $3M in royalties generated
• Managed Walmart BHG Patio and Garden brand license, including package design, product input, editorial,
approval process, and packaging photo-shoots on-site in US and China with annual royalties of over $3M
• Traveled to China on numerous occasions for product development of BHG Home Furniture and Walmart BHG
outdoor patio furnishings. Acted as aid to Walmart Buyers in selection of products for BHG and other categories.
• Developed individual marketing plans with licensee reports incorporating Meredith based strategic advertising
and communication resources for efficient and effective licensee promotions and income for Meredith programs
• Improved licensing approval process and revised guidelines resulting in concise and cost efficient procedures
• Retooled packaging design for BHG Walmart working with design consultants, Parham-Santana, and developed
packaging and trademark guidelines producing a clear branding identity and consumer information references
• Resourced trademark and logo uses for global branding of BHG Furniture for European and China markets
National Geographic Society 2000-2004
Creative Director, Brand Licensing - Washington, DC
National Geographic: One of the World’s largest privately held non-profit scientific and educational organization
• Organized and developed first National Geographic Brand Licensing Creative Department consisting of staff,
creative brand elements, and tools for style and process guidelines including web-based approval process
• Guided Brand Identity project for National Geographic Society resulting in a change in logo and a system of
Brand and sub-Brand positioning with web-based distribution of assets for all visual elements. Cited as
exemplary in collegiate text, More Than A Name, An Introduction To Branding by Melissa Davis, Fall 2005.
• Collaborated with accounts team to develop marketing strategies and presentations leading to licensing
agreements in a variety of product categories and with major retailers such as Target and Lowe’s
• Led Product Development strategies for National Geographic Branding efforts with consumer product licensees

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Resume
• Responsible for the design and fabrication of a 40' x 40' traveling exhibit with expand-contract abilities for trade
shows for the National Geographic presentation of theme and products. Managed the exhibit set-ups, storage,
restorations, and travel.
• Directed brand theme and item subject category inquiries for licensing opportunities and applied brand
elements, research, and creative input for licensees resulting in significant royalties in the millions of dollars
• Oversaw National Geographic photography, video, and content use in branded products developed for licensing
efforts and worked with National Geographic photographers on image use possibilities for branded products
• Managed external agencies as required for successful execution of all creative / licensing programs
Cleo, Incorporated (Division of CSS Industries) 1996-1999
Group Director, Product Development - Memphis, TN
The World’s largest manufacturer and supplier of Christmas giftwrap, gift bag and tissue product for Mass-Market retail
• Restructured Marketing, Licensing and Creative Services Departments into one interdependent, organizational
department saving over $100K annually while improving delivery of marketing information and creative materials
• With restructured Product Development department, managed 30-45 reports including marketing directors, art
directors, clerical staff, and sample room staff with permanent full-time and seasonal union personnel
• Inaugurated updated computer graphic systems with digital link abilities and established cost management
controls to bring Creative / Product Development Departmental expenditures into accountability
• Achieved annual sales of over $150M through marketing initiatives, sales team planning, design, and product
presentation for major customers including Wal-Mart, Kmart, Walgreens, Kohl’s, Target, and other mass retailers
• Developed prospects, negotiated contracts, and maintained relationships with Licensors (Disney, Warner
Brothers, Lucas, Mattel and others) establishing agreements and significant volume of licensed product sales
• Organized and successfully executed joint meetings with CSS companies and Licensors for marketing concepts,
resources, and line strategies with an outcome of significant cost savings and profit from shared product efforts
• Domestic and International travel (Europe and Asia) for trade shows, media purchase, and product development
Other Cleo/Gibson Positions Held:
Cleo, Incorporated (Division of Gibson Greetings, Inc.) / Gibson Greetings, Incorporated 1977-1990
Sr. Product Manager – Gift Wrap Lines – Gibson Greetings, Inc. – Cincinnati, OH
Director Merchandising, Director of Sales Promotions, Merchandising Manager - Cleo, Inc. – Memphis, TN
Held various positions of increasing responsibility for the 3rd
largest mass-market supplier of counter cards, greeting
cards, gift boxes, tissue, calendars and party goods and the largest supplier of Christmas gift-wrap and accessories.
Education & Affiliation
• Bachelor of Fine Arts, Photography and Sculpture; Memphis College of Arts, Memphis, TN
• 2009 Branding and Brand Licensing Presentations: SCORE and University of FL Journalism.
• Kaufman FastTrac New Venture Program – 2009, Exploring Entrepreneurship
• Color Marketing Group: 2005 & 2006
• SPLICE founding member: 2005-2009
• Baker University Graduate Studies, Overland Park, KS: Organizational Structure & Behavior
• Memphis University, Memphis, TN: Cinematography, Interior Design, and Applied Music
• State Technical Institute, Memphis, TN: Management & Marketing
• Project Management Seminars – SkillPath
Interesting Notes:
Served as Curator of Exhibits, Memphis (Pink Palace) Regional Museum during 100,000 sq. ft. exhibit hall expansion
Launched Better Homes and Gardens Furniture Collection to rave reviews, 2008
Served on United Way review committee for funding in Memphis, TN
Principal and sectional trumpet for a variety of community and semi-pro orchestras
Trumpet performance: jazz, blues, and classical
Active photographer with emphasis on nature and social settings, photography as art, and real estate