Resume

1. CHRISTOPHER PAUL ARMISTEAD
2849 Foster Ridge Rd, Atlanta, GA 30345 | H: 770-493-1580 | C: 770-630-6491 | chris.armistead@gmail.com
Attributes & Key Skills
A great team builder--has an uncanny ability to build great teams by significantly improving the
performance of poor performers while attracting new staff
A good listener--who knows how to ask questions, work cross-culturally and get the best out of people
with diverse backgrounds
An energetic problem-solver--who turns strategies into realities
Vision--understands possibilities, and challenges for companies and organizations in a 21st century
environment
Change Management--able to design, manage, and communicate corporate strategies and change
initiatives in a competitive and changing environment
Initiative and creativity--a transformational sales and marketing expert – who knows how to innovate,
rebrand and revitalize both print and media products; able to assess the value of current brands while
managing and creating opportunities to enhance existing brands or develop new ones
Transformational Director – fourteen years in GM or C-Level positions leading company-wide digital
transformations
Experienced stakeholder manager - a highly experienced Managing Director, COO and CEO who has
extensive years working with private equity and company investors, shareholders and board of directors.
Career Summary
Global Directories, Ltd., Cayman Islands December 2014-July 2016
Chief Operating Officer
Responsible for company-wide operations with oversight to ensure all company wide efforts for digital and print
revenue growth and cost reductions remain on track to achieve yearly financial goals. Also have responsibility for
charting the evolution to a digital company over the next 2-3 years.
Global Directories, Ltd., Belize April 2014 - Dec 2014
Senior Vice President, Business Development & Digital Integration
Responsible for developing business operations of newly acquired businesses and the overall digital
transformation for the company’s businesses across 15 Caribbean countries. Established new Yellow
Pages Company in Belize, Central America, the latest acquired Yellow Pages business as part of the
15 Caribbean countries Global Directories, Ltd. business; developed first footprint in Central America
for the company. Belize company setup required “hands-on/roll-up your sleeves” work and direction
to a team of people who were unfamiliar with such an effort. Execution of this effort required extreme
attention to detail as follows:
• Key Achievements:
o Hired complete company staffing needs including sales, graphics, digital operations and office
administration
o Fulfilled governmental business incorporation needs working with all facets of local and federal
government
o Finalized contractual obligations with required suppliers and business partners with the Belize
community leaders
o Developed business and financial plans
o Integrated new business with parent company headquartered in Jamaica
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2. Yellow Pages Group, New Zealand March 2011 - March 2014
Chief Executive Officer (August 2012 – March 2014)
As CEO I was responsible for company-wide digital transformation while maintaining traditional
revenue growth. Revenue accountability was NZD$250million, lead approximately 700 staff with 7
Direct Reports including 300 salespeople. Revenue increased from new digital products to a
forecasted NZD$18M. Overall digital revenue growth increased to approximately NZD$50M. Annual
costs were reduced by NZD$3-5M. This position required extreme diligence to detail to be able to
report in-depth progress to Board of Directors and ownership group.
• Key Achievements:
o Orchestrated ongoing steering committee governance as part of new Program Management office
to oversee the detail of the various digital transformation projects
o Restructured business into four business units: Print and Online Directories, Directory Marketing
Services, Product Factory and Digital Innovation to gain traction in the various digital and traditional
products revenue growth
o Oversaw approximately NZD$50M in digital revenue growth in the two and a half year period
employed as CEO
o Oversaw NZD$18M in revenue growth from new product development over the same period
o Achieved NZD$3-4m in operational savings through implementation of new contractual
agreements, careful management of costs, new automation and company processes
o Attracted a wide range of new digital customers by developing new sales channels and selling new
products
o Stemmed New Zealand print directory revenue decline aligning performance with the industry
worldwide
Managing Director/Chief Operating Officer March 2011 - August 2014
Responsible for company-wide revenue of NZD$250m and approximately 700 staff including 350 sales
people with 4 direct reports. Developed new cost reduction plans which eliminated over NZD$3-4m in
operational savings and achieved 2012 and 2013 EBITDA targets previously not achieved for over 2
years.
• Key Achievements:
o Created an operational plan from the company’s three-year business plan including: a
new sales structure, a segmented marketing strategy, a commission plan and new solution
sales training
o Oversight on daily and weekly basis with all project team leaders to ensure all efforts
remained on track
o Improved performance from digital revenue for first eight months of new financial year
reversing three year downward trend to neutral trend
AT&T Interactive/yellowpages.com, Los Angeles, CA April 2008 -March 2011
Executive Director, Sales Channel Delivery (September 2008 – March 2011)
Developed strategies to enable the national sales channel to retain and acquire digital advertisers in
the highly competitive American market.
Key Achievements:
o Launched new product marketing and sales approach for the launch of the new yp.com
o Developed new customer segmentation, bundled advertising solutions and new
promotional material focused on more targeted and effective sales
o Established a data warehouse for ongoing analysis, data mining and the acquisition of
other business intelligence
o Created a process for rollout of new and enhanced products into sales channels
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3. Executive Director Business Operations to CEO April 2008 – September 2008
o Coordinated and facilitated all activities for CEO related to strategic planning, operational
reviews, conferences, speeches, executive team work prioritization
WORLD DIRECTORIES / Truvo, the Netherlands and Portugal December 2004 – October 2007
Managing Director; the Netherlands (3 years), Portugal (10 months)
Responsible for €120M (USD$180M) of sales in the Netherlands and €120M (USD$180m) in Portugal, as
well as a staff totaling 750 between both countries; revenue total of USD$360M; worked with MD of
Operations to develop and implement a plan for €7M in cost savings in back office functions in
Belgium, Ireland, the Netherlands and Portugal.
• Key Achievements:
o Transformed strategies into operational plans to improve profit and revenue growth
o Streamlined processes and restructured diverse internal departments, while adapting to
market and cultural differences at Gouden Gids, BV, the Netherlands and Paginas
Amarelas, Portugal
Early Career
Sensis Pty Ltd, Australia October 1999 – December 2004
General Manager/Mergers and Acquisitions, 2002 – 2004
Led a merger and acquisitions team for the acquisition of five Asia-Pacific companies to the
Telstra Board (incumbent Australian telephone company); led company-wide integration of the
AUD$650M Trading Post acquisition into Sensis; assessed the detailed operations of target
companies and delivered 5 proposals to the parent company board of directors for potential
acquisitions.
General Manager/SME Online Business Sales and Solutions, 2001 – 2002
Added a new line of business for the company by increasing existing digital staff from 42 to 450
and increased digital revenue from AUD$14M to AUD$32M within a year. Established all functions
for the new digital business unit including operations, IT, marketing, HR, and sales; acquired and
integrated new CitySearch Company.
General Manager/Publishing and Customer Service, 1999 – 2001
Within 12 months, reduced operational staff from 1100 to 650 in one year, saving $14M annually.
Restructured sales operations, centralized 22 call centers into 2 centers, and implemented new
processes and automation.
IBM, Corporation, New York, NY, USA August 1996 – October 1999
Developed and managed team of sales and solutions staff in creating and selling new product
offerings to Telco and media companies starting in the US and moving to Australia and Asia-
Pacific.
BellSouth, Corporation, Atlanta, GA., USA March 1982 – August 1996
Various roles from Systems Analyst, Systems Manager, Systems Design & Implementation Director,
Product Management Director and Corporate Process Re-Engineering / Process Innovation
Director
Education & Professional Development
Harvard Business School, Cambridge MA
Creative Leadership for Senior Managers (April, 1995)
Hammer Institute for Reengineering, Boston MA (throughout 1994-1995)
University of Georgia, Athens, GA
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4. Bachelor of Arts, Journalism, Advertising and Public Relations (1978-1982)
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