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Resume Eric S Barker


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Resume Eric S Barker

  1. 1. Eric S. Barker 3758 Prospect St., Mogadore, OH 44260 Home: (330) 628-3255 Cell: (330) 356-0604 Email: SUMMARY Dedicated Results-Driven Marketing Professional with over fifteen years experience in Marketing and Management. Emphasis on Marketing Analysis, Developing Marketing Plans and Strategies. Demonstrated ability to work effectively with employees at all levels and to meet organizational performance and business goals. COMPETENCIES PROFESSIONAL EXPERIENCE PatentHEALTH, LLC, Canton, OH August, 2009 - Present Director of Marketing and Business Development • Manage all aspects of marketing and business administration for PatentHEALTH's brands across all distribution channels to include direct mail, ROP advertising, radio and television DR and retail. • Identify and maximize all available opportunities for the purpose of eclipsing all PatentHEALTH's sales, profit and growth goals. ◦ Plan and analyze all direct response and retail revenue programs by evaluating all contributing media forms to ensure profitability. ◦ Develop and execute a Direct Mail program for PatentHEALTH. ◦ Develop strong back-end direct response programs, maximizing value of continuity programs. ◦ Manage all areas of trade show participation. • Develop new planning, measurement and forecasting tools, ensuring that all capital resources are utilized to the fullest extent so that revenue, profit and cash flow are maximized. ◦ Carefully scrutinize all key business indicators including: Advertising expenses, product costs, sales reports, market data and retail promotion and distribution. ◦ Manage and implement all testing, from implementation to back-end analysis and roll-out. • Responsible for all aspects of product packaging including: graphic development, production scheduling, and legal compliance. • Direct and execute all tactical aspects of the division's marketing plans to include: market feasibility, competitive landscape, creative development, testing, measurement and criteria, legal review and compliance, roll-out scheduling, inventory management and back end development.
  2. 2. Eric S. Barker PAGE TWO Stylin’ Concepts/Whitney Automotive Group, Independence, OH Stylin’ Trucks, J.C. Whitney, April, 2000 – January, 2009 Marketing Director • Developed both short term and long term marketing plans that meet the goals and objectives of the company’s strategic plans. • Develop Marketing budget including forecasting Sales, and all expenses through P&L. • Create, maintain, execute master promotion schedule including catalog mailings, email campaigns, magazine advertising, web promotions and other marketing programs. • Project sales volume and order volume on a daily, weekly, monthly and yearly level per growth & profit objectives. • Identify, plan & measure marketing test strategies. • Developed new marketing opportunities: • Research and develop new mailing lists. • Identify opportunities that exist in space/magazine advertising. • Work with e-marketing team to maximize effectiveness of email campaigns through customer segmentation, triggered emails and targeted email offers. • Introduced new newsstand distribution of catalogs (Magalog) 5x in 2005. • Identify & Maximize Return on Investment for all marketing opportunities • Executed analytical projects including (but not limited to):  • Square Inch Analysis – Establish framework, use results to improve catalog. • Internet Marketing Analysis – Report daily/weekly/monthly results using Omniture Site Catalyst software, including many ad hoc queries and campaign analysis. • Response Analysis – By promotion/list/source code, breakeven/P&L, etc. • RFM Analysis – Analyze make-up of house files, understand buying patterns. • House file analysis/Waterfall model. • Developed & implemented new Match Back Analysis program in 2005, allowing Stylin’ to better source business coming in through the internet and other unknown sources. • Report on sales and expense performance vs. Budget/plan and hold marketing teams accountable for performance. • Improved Overall Company Sales by 500% in 5+ years. • Executed all Catalog Print Buying from 2000-2008. Duncan Hill Co. Ltd., Kids Stuff Catalog Company, Canton, OH May,1995 – April, 2000 Marketing Manager • Spearhead Strategic Marketing Plans for all divisions of consumer catalog company, including: • The Perfectly Safe Catalog, a child-safety catalog targeted towards new parents • Jeannie’s Kids Club, Children’s hard goods catalog targeted to parents of children age 0-5 • Natural Baby Catalog, natural cotton fiber clothing & diapers, wood toys, homeopathic medicines, etc. • Little Feet, a start-up children’s footwear catalog and accessories • Carey’s Smokeshop, a separate division of Duncan Hill, which markets smoking pipes, cigars and other tobacco products • Maximize profit contribution by developing catalog circulation analysis and forecasting/budgeting processes for catalogs • Coordinate the mailing of 8 million catalogs over 38 mail dates in 1999, consisting of 3 million house files, 5 million new prospects
  3. 3. Eric S. Barker PAGE THREE • Crafted merchandise sales analysis using square inch P&L analysis, allowing merchants to better forecast unit sales and replace poor performing (non-profitable) merchandise with new merchandise Analysis breaks out product sales into a full profit and loss statement on a family, SKU, price point or product category level • Direct all aspects of catalog production including catalog layout and pricing, some copy writing and editing, list merge/purge processing, print buying and mail list selection • Raised over $400,000 in 1997 from suppliers for a vendor-sponsored direct marketing television campaign, partnered with Turner Broadcasting, Inc. • Earned 1999 Catalog Age Gold Award for Best Children’s Catalog (Natural Baby Catalog) • Named one of the ten best catalog redesigns of all time by Catalog Age Magazine (Natural Baby) • Contributed to the start-up of 2 new catalog ventures at Duncan Hill (Kids Club & Healthy Feet) • Overhauled Telemarketing and Customer Service Departments. Established external back-up/overflow call support, re-staffing and introducing up-sell/cross-sell program and employee incentive programs • Implemented Priority Mail parcel fulfillment program in March 1999, saving Kids Stuff $150,000+ annually • Managed 4 direct reports. Recruited 8 employees over 5 years, 4 of which were promoted to manager/supervisory positions within the company. • Led financial turnaround Kids Stuff Catalogs from an annual loss of $500k+ to a large profit in 1999 Provantage Corporation, Canton, OH 1993 – 1995 Marketing Representative • Managed sales for computer software and hardware manufacturers such as IBM, Lotus, Borland, and many more • Managed all aspects of marketing products including pricing, advertising, direct mail promotions, inventory, and special promotions • Mailed 1 million 96+ page catalogs each year, consisting of primarily house files • Mailed 1 million 16-20 page Price Guides annually • Mailed 500,000 promotional pieces annually ranging from demo software to postcards • Designed and wrote copy for ads for our catalogs and direct mail pieces • Wrote and managed press releases to inform the press of new software releases • Analyzed sales and profitability for accounts and maintained competitive analysis Enterprise Rent A Car, Akron, OH 1992 – 1993 Management Training Program • Fulfilled daily automobile rental tasks and operations • Marketed services to insurance companies, dealerships and corporations for replacement and corporate auto rentals • Managed accounts receivable
  4. 4. Eric S. Barker PAGE FOUR EDUCATION AND SKILLS Computer Skills: Computer skills include a thorough knowledge of MS Excel, MS-Access, Windows, MS Word, Approach, MS Publisher, MS PowerPoint, Crystal Reports 9.0 & 10.0, Omniture Site Catalyst, Mail Order Manager XL, and Internet Explorer. Advanced training in MS-Outlook. Education: University of North Carolina Wilmington BS/BA, 6/92. • Officer (Treasurer) of Beta Gamma Sigma (Honors Business Fraternity) at UNCW. • Member of the Society for Advancement of Management (UNCW Chapter). Completed COSE Strategic Management Course at Cleveland State University (5 Mo. Program for Business Owners) in March 2001. Returned in 2004-2005 as mentor for another business through course. Completed various training courses for MS-Outlook, MS-Access, MS-Excel. Attended numerous Catalog Conferences & DMA Conferences. Completed Management Supervisory & Leadership Certificate Program through University of Akron. Don Harbert Improving Performance & Results, 2010 EAST OHIO GAS SCHOLARSHIP EMPLOYEE. (1988-91) Four-year annual scholarship helped finance college education. Summer employee working in the Engineering Department. • Performed gas line corrosion reads in the three-county region. • Tracked and monitored all corrosion reads by other employees. • Organized reports using Foxpro database, Lotus, and Quattro Pro software. • Implemented new computer system in Corrosion Department. Valedictorian - Mogadore High School.