Charlie Sardou\'s Resume

1. Charles A. Sardou
2640 Greenfield Ave, Los Angeles, CA 90064
213-247-2340, sardou@gmail.com
In-bound sales & marketing professional focused on improving customer relationships through information technology
& active communication. Leading authority on search and customer driven marketing.
Skills
• Strong team building & cross functional management abilities
• e-commerce expertise including marketing, site design, and merchandising
• Search engine optimization: paid search campaigns, organic search, affiliate sales programs
• Built paid search, contextual, and feeds business for OMMA’s 2005 Search Agency of the Year
• Market analysis and competitive business intelligence including crowd sourcing &social media feedback
• Direct Sales & Sales management experience at national wholesale, retail, and channel levels
• Successful product development, offshore sourcing, supply chain operations
• Analytical expertise, including consumer research, web metrics, ROI, accounting, & performance metrics
Professional Experience
American Red Cross-Los Angeles Region Chief Communications & Marketing Officer 2009 - Present
Oversee Communications & Marketing Team of 4 employees & 25 active volunteers. Acting Government Relations
Liaison with State, County & City. Interim head of Volunteer Services & Information Technology.
• Supported fundraising efforts including events, direct mail, interactive, & cause marketing initiatives
• Revamped region’s website, www.redcrossLA, newsletters, and email campaigns
• Developed region’s social media platforms: You Tube, Picassa, Google Apps, Facebook, & Twitter
• Managed International disaster fundraising efforts delivering $30 Million for Haiti, & $15 Million for Japan
• Raised $450,00 online for California Wildfire Relief through Google Grants
• Drove awareness of the Red Cross locally through media partnerships & proactive disaster communications
• Spearheaded regions use of celebrities. Created David Spade and Leeza Gibbons PSAs along with Magnitude
web series by leveraging volunteer inputs
• Launched Prepare LA+ www.preparela.org & Red Cross Communities programs
• Directed Salesforce relationship management & Volusion ecommerce system build out
• Authored chapter’s three year strategic and marketing plans
• Member of Red Cross Advanced Public Affairs Team (APAT)
The Search Consultancy Principal 2006 - 2009
• Executed natural and paid search campaigns for Joann.com and Heavenly Treasures.com
• Created LA Red Cross, Goodwill and Health Law Websites utilizing open source software
• Developed online intelligence engine software, executed retail analytic and reporting systems
• Helped grow myShape.com from start-up stage to leading apparel retailer
• Recruited, hired, and trained Joann.com marketing personnel
• Branded Naturalpath.com and helped design the website experience and content operation
iCrossing Director of Media 2005 – 2006
• Managed all aspects and bottom line performance of iCrossing’s Paid Search, Display and Feeds business
• Exceeded aggressive sales and revenue plans for 5 consecutive months
• Clients under management include Citibank, Disney, Symantec, Betty Crocker, AG Edwards, Ross Simons,
Mary Kay, Fairmont Hotels, Restoration Hardware, ESPN, TCC, Thumbplay
• Recruited, trained, and managed team of 20 SEM experts over four offices
• Drove iCrossing’s proprietary technology: tracking, bid management and reporting product development
• Oversaw all paid media sales presentations, proposals, and campaign launches
• Launched iCrossing’s Search Submit Pro and Shopping Feeds programs
• Created comprehensive paid search training curriculum
• Online marketing authority: quoted in over 120 publications, member of Yahoo!’s advertising council
• Advised venture capital firms on investments in search marketing

2. Abode Consulting Sales, Marketing and Web Consultant 2002 – 2005
Yahoo! Sales and Marketing Consultant
• Designed roadmap to integrate and enhance products and services after Yahoo! / Overture merger
• Created customer segmentation / prioritization / sales strategy to launch new local search products
• Performed analysis of largest competitor: determined Google’s customer satisfaction and sales effectiveness
• Researched market size, customer segmentation, and customer requirements; identified new sales opportunities
• Identified markets for behavioral, localized and geo-targeted products
Nolo, Inc. Director e-commerce, Direct Marketing Consultant
• Managed online affiliates, SEM, sales, marketing, retail store for legal publisher; responsible for 25% of
company revenue: created website promotion with highest-ever weekly sales
• Developed site metrics, web analytics, reporting systems; managed site merchandising and promotion
• Managed advertising budget, keyword costs, and ad copy to maximize ROI
• Managed product development for downloadable products, including relaunched Legal Forms business
• Oversaw website redesign and relaunch, including RFP and design firm selection
Bellbridge, Inc. Product Manager / IT and Marketing Consultant
• Developed marketing programs and information systems for provider of high-end home products
• Built cost-effective website targeting trade accounts, architects, designers and consumers
• Created direct marketing program, including 120-page catalog
• Worked with international suppliers to create marketing strategy for environmentally-sustainable products
NOVO Corp. Senior Business Strategist 1999 – 2001
• Responsible for Online Commerce practice, emphasizing customer acquisition and retention strategies through
improved customer knowledge, process improvement, and touch point integration
• Prepared business plans and financial models that raised $20 million in private financing for client
• Created CRM plan for Sony’s VAIO division
• Developed B-to-B demo for ATG’s Scenario Server product
• Defined website requirements for LeapFrog's educational toy business
• Wrote white papers on personalization and online marketplaces
ShopD.com Vice President, Sales and Marketing 1998 – 1999
• Operational responsibility for international manufacturer-direct e-commerce company
• Took company from concept to initial funding in less than six months
• Oversaw website development while meeting operational and budgetary targets
• Directed U.S. marketing, sales and distribution for offshore manufacturers
Calia / Maxim USA Vice President, Sales and Marketing 1996 - 1998
• Responsible for all marketing, merchandising, sales, customer service and logistics within North America for
luxury furniture manufacturer
• Hired, trained and managed team of seven sales reps; increased sales 200% in two years
• Implemented and managed financial, import, marketing and customer service systems
• Managed national retail channels, including Bloomingdale’s, Federated Department Stores, Rooms to Go
Chatham / CMI Industries, Inc. Product Manager 1994 - 1996
• Responsible for business unit profitability of Residential Product Division for textile manufacturer
• Doubled sales within 12 months by overhauling design, construction, pricing and packaging
• Managed team of five designers and six product developers to produced new product line every six months
H.H. Hiatt Sales and Product Manager 1992 - 1994
• Oversaw product design, sales (wholesale, retail, channel) and marketing for furniture manufacturer
• Created strategic marketing plan to reposition products; grew sales 300% and gross margin 600% within three years
• Created and sold new products to leading retailers, including Pottery Barn, Restoration Hardware; increased same
store sales by 30%
• Managed relationship with creative agency to produce catalog, direct mail and marketing collateral
STOR Buyer, Merchandise Manager 1989 – 1992
• Responsible for $28 million buying area; produced retail chain’s highest inventory turn and gross margin revenue

3. • Pioneered new product categories, created 21 of company’s top 50 items, added $6 million sales revenue
• Member of transition team following IKEA acquisition; responsible for localization of international products
The Broadway Department Stores Buyer 1985 – 1989
• Drove planning, execution and sales for home furnishings department, increased department revenue 93%
• Managed print advertising, direct mail campaigns, merchandising, new product launches
Education
MBA - Marketing Wake Forest University, Winston-Salem, NC 1998
BA - Economics University of California, Berkeley, CA 1985