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Mark A. MillerPortfolio
I possess a broad range of marketing experience with brands that range in
scale from local to global.
I want to leverage this experience, and my unique set of skills to help exceptional brands, companies and
organizations connect with their audiences now— while evolving
their brands for the future.MARK A. MILLER
Biography
Markbeganhiscareerasanartdirectoratasmalladver4singagencyinLexington,Kentuckyandhassincegoneontoworkinavarietyofroles,fromartdirector,toaccountdirector,tobrandstrategistatseveralworldclassfirmscoveringadver4sing,interac4ve,andretaildesign.HealsospentfouryearsontheclientsideasExecu4veDirectorofMarke4ngforLongabergerBasketsandHomeAccessories,managingmul4plebusinessareasresponsibleforallprimarymarke4ngini4a4vesincludingbrandcommunica4ons,salesfieldcommunica4ons,mul4‐channelmarke4ng,andevents.
WhileatLongabergerMarkreinventedseveralkeyaspectsoftheirmarke4ng,refiningandamplifyingemo4onalconnec4onstothebrand.Mark’sapproachwastwofold—firstgaininsightintotheneedsanddesiresofcustomersusingconsumerpanelstotestandreviewproductsandmessagingonanon‐goingbasisandsecond,channelingtheseinsightstotalentedteams,alignedaroundcommonobjec4ves.Thisapproachresultedinthesuccessfullaunchofseveralnewproductcategoriessuchasfood,handbags,andjewelry.AnotheraccomplishmentofMark’s4meatLongabergerwasthevastlyimprovedopera4onsresul4nginsignificantlyreducingexpenseswhiletriplingcatalogdistribu4onandgenera4ngrecordaKendanceatcompanyevents.
In2007,MarkreturnedtotheagencysidetakingontheroleofDirectorofConsumerEnvironmentsforFitch,oneoftheworld’sleadingretaildesignfirms.There,Markledamul4disciplinaryteamofdesigners,strategists,andaccountmanagementinthedevelopmentofinsightdriven,innova4vemarke4ngprogramsforsomeoftheworld’smostrecognizedbrands.Whileconsul4nginretailMarkhasdevelopedapassionfororganiza4onalimprovementandbestprac4cesaroundinnova4on.
MarkholdsaBachelor’sDegreeinFineArt,fromtheUniversityofKentucky.Whilefocusingonpain4ng,sculpture,photography,andfilmmakingMarklearnedthekeycomponentstoaproduc4vecrea4veprocessandbecameaccomplishedatevalua4ngandcri4quingideasinvariousformatsandmedia.TheartprogramwasalsowhereMarkfirstbegantoflushouthisabili4esasastorytellerandmarketerofcrea4veconcepts,becomingtheonlystudentintheBachelor’sprogramtosuccessfullyholdasologradua4ngshow.
MARK A. MILLER
MARK AND HIS SON MAX. NOT PICTURED ARE TWO OUTSTANDING
YOUNG DAUGHTERS AND A BEAUTIFUL AND TALENTED WIFE.
ResumeMarkA.Miller61457183151977BedfordRoad,ColumbusOH43212 [email protected]
SUMMARYAprovenleaderwithover15yearsexperienceinthedevelopmentandimplementa4onofcompellingbrandstrategiesandmarke4ngprograms.Myprofessionalobjec4veistoapplymyleadershipskillsandstrategicabili4esinworkingwithaprogressivecompany,commiKedtoprovidingmeaningfulproductsand/orservicestotheircustomers.
PROFESSIONALEXPERIENCE
FitchWorldWide—DirectorofConsumerEnvironmentsandBranding January2007–August2008Fitchisoneoftheworld’sleading,globalretaildesignfirms,redefiningretailinresponsetoconsumer'sneeds.Amul4disciplinarydesignstudioofferingconsumerresearch,storedesign,packaging,brandposi4oning,aswellas,iden4tydevelopmentandproductdesign,Fitchhelpscompaniescreateconsumerexperiencesthatenhancepeople'slivesacrossmul4plepointsofinterac4on.AsDirectorofConsumerEnvironmentsandBranding,Ileada20person,mul4‐disciplinaryteamofdesigners,strategistandaccountmanagersinprovidingcompanieswitharangeofservicesincludingthefollowing:
HoldingfullP&Lresponsibilityforthestudio,Iplayedanintegralpartinallforecas4ng,repor4ng,andbusinessplanningefforts,aswellasoverseeingallpitchdevelopmentandproposalwri4ng,includingtheaccuratescopingandsuccessfulmanagementofallprojectsandclientrela4onships.
TheLongabergerCompany—ExecuMveDirectorofMarkeMngSeptember2003–December2006Longabergerisaleadingmanufactureranddirectsellingcompany,offeringpremiumhomeaccessoriesanddecorproducts,earningover$500millioninrevenueannually.AsExecu4veDirectorofMarke4ngrepor4ngdirectlytothePresidentandCEO,Imanagedfourkeybusinessareasconsis4ngofmorethan40directandindirectreports.Undermyleadership,marke4ngwasrestructuredtoreshapeBrandCommunica4ons,SalesFieldCommunica4ons,CorporateEvents,andMul4‐ChannelMarke4ngintointegrated,strategydriventeams,resul4nginimprovedmarke4ngtoolsandbestprac4cesatsignificantlyreducedcosts.
Iwasabletoprovidethecompanywithafreshapproachtoourliteraturecadencewhichresultedina300%increaseinliteraturedistribu4onandcustomerexposure,a10%increaseinthecorelinesegment,whichisthemostprofitablesegmentanda5%increaseinsalesfieldproduc4vity.Addi4onally,ImanagedtheCrea4veMarke4ngbudgetwhichwasthecompanieslargestS,G&Aexpenseandincreasedtherevenuelineby$2.6mwhilereducingexpensesby$400k.
ResponsibiliMesincludeddevelopmentanddirecMonofallmarkeMngeffortsincluding:
•SalesLiteratureandCollateralMaterials
•MonthlyandQuarterlyLifestylePublica4ons
•SalesFieldMee4ngsandConven4ons
•ConsumerFacingEventsandPromo4ons
•Product/ServiceBrandingandDevelopment
•DefiningandMappingBrandVisionandEvolu4on
•DevelopmentofKeyInterac4veIni4a4vesincludinge‐Commerce,Salesfieldintranet,onlineorderinganddistribu4onofliteratureandsalestools
•DevelopmentandImplementa4onofConsumerResearch
•PlanningandManagementofBudgetsinexcessof$14million
ConsumerStrategyandInsights•BrandStrategy•ConsumerSegmenta4on•MarketTrends•Qualita4veResearchandShoppingEthnography•Innova4onandBrandingWorkshops
ConsumerEnvironmentsandExperienceMarkeMng•StoreandShopInShopDesign•EventDesign•VisualCommunica4ons•On‐itemandStructuralPackaging•NamingandIden4tyDevelopment
ResumeFitchWorldWide—Director,BrandCommunicaMonsGroupDecember2001–April2003Ledateamofgraphicandenvironmentaldesignersinvolvedinarangeofac4vi4esincluding,consumerresearch,productconcep4onandexplora4on,packaging,andcollateraldesign.ResponsibiliMesincluded:
•DevelopmentandImplementa4onofConsumerResearch•BuildingKnowledgeandStrategicInsightaroundClientIndustries•DevelopmentofCrea4veBriefs•DevelopmentandRefinementofInternalProcessesandMethodologies•PrincipalcontactforallClientRela4onships•EfficientandAccurateAccountTrackingandBilling•ScopingofOpportuni4esandProposalDevelopment
ResourceMarkeMngInc.—Manager,ClientServicesMarch1998–July2001Resourceisoneoftheleadinginterac4vefirmsinthecountry,integra4ngone‐to‐onemarke4ng,adver4sing,andmarke4ngcommunica4onswithonlineenvironmentstocreateseamlessbrandexperiences.Iwasinvolvedwiththedevelopmentofmarke4ngandbrandstrategies,aswellascoordina4onandmanagementofkeyprojectteams,includingcrea4ve,brandstrategy,andinterac4ve.ResponsibiliMesincluded:
•DevelopmentofIntegratedPromo4onsandAdver4singCampaigns•WebDevelopmentandDesignwithafocusonInforma4onArchitectureand
ContentManagement•ManagementofMarketandConsumerResearch•Transla4ngMarketInforma4onintoAc4onableInsights•ManagingAccountGrowthandProfitability
CorneSAdverMsing—AccountSupervisor1992–1998CorneKisahighlycrea4ve,award‐winning,fullserviceadver4singagencylocatedinLexington,Kentucky.Specializinginintegratedadver4sing,communica4ons,andeventmarke4ngspecializinginsportsmarke4ng,healthcare,andrestaurantsegments.ResponsibiliMesIncluded:•Crea4onofIntegratedPrint,Broadcast,andOutdoorCampaigns•MediaPlacement,DirectMail,PR,andEventPlanning•AccountPlanningandBusinessDevelopment
EDUCATION
UniversityofKentucky,Lexington,KentuckyBachelorofArts,withemphasisinpain4ng,sculpture,photography,andfilmmaking
REFERENCES
AlMontalvoDirectorofMarke4ng,TheBodyShop9195548246
JimBrownPrincipalandCrea4veDirector,LaineGabriel7403340193
MichaelBillsExecu4veinResidence,FisherSchoolofBusiness,TheOhioStateUniversity6142260072
The Work
TheLongabergerCompany
ConsumerStrategy
InnovaMonandIdeaMon
RetailDesign
Branding
The Longaberger CompanyMulM‐ChannelMarkeMng–WorkinginalignmentwiththeSales,Merchandising,andBusinessPlanninggroupstodevelopseasonalcampaigns,monthlypromo4ons,andsalesprogramsdeliveredthroughanintegratedsystemcombiningcatalog,directmail,onlinecommunica4ons,viralvideo,ande‐mailblasts.
EventPlanningandManagement–InDirectSellingorganiza4onssuchasLongaberger,eventsareabigkeytosuccess.Mygroupwasresponsibleforbranding,planning,programming,andproducingoverfiqycorporatesponsoredeventsannually,varyinginaKendancefrom1,500to15,000.
ProductPosiMoningandLaunch–Workingcloselywiththemerchandisingandproductdevelopmentteams,themarke4nggroupwasresponsiblefortheposi4oningandlaunchofseveralnewproductlinesrangingfromfoodtohandbagstojewelry.Thisincludedconsumerresearch,naming,iden4ty,andpackagingdesign.
CommunicaMons‐Managingavolunteersalesforceover25,000peoplestrongtakesclear,consistent,andcompellingcommunica4ons.Fromweeklyleadershipupdatestomonthlypublica4onscelebra4ng,theuniquecraqandbusinessopportunitythatLongabergeroffersrequiredfocusedandthoughrulefforteveryday.
CATALOG AND DIRECT MAIL STRATEGY
SALES FIELD TOOLS AND COMMUNICATIONS
INTEGRATED PRINT AND ONLINE ADVERTISING
Consumer StrategySelectComfort–Aqerthesuccessfulprototypingandrolloutofanewstorethatincreasedsalesbyupto30%,myteamandIwereaskedbySelectComforttolookattheevolu4onofthebrandandtheirconsumer.Theoutcomeresultedinthestrongerintegra4onofmarke4ngandpromo4onsintothestoreenvironmentaswellasthedevelopment,design,andlaunchofnewproductsandaccessoriesthatcon4nuetoredefineagoodnight’ssleepanddeepencustomerloyalty.
JohnsonandJohnson–AsoneoftheworldsleadingCPGcompanies,JnJisalwaysworkingtopreservecategoryleadershipwithbrandslikeBand‐AideandNeosporinattheshelflevel.Undermymanagementandaccountdirec4on,strategistsdevelopedcomprehensivefieldstudiesinmul4plemarketsthatu4lizedinnova4veshopperethnographybuilttoclosegapsandques4onsraisedinquan4ta4vestudies.Theoutcomewasac4onableinsightintohowconsumersweretalkingabouttheproductsandtheirusage,aswellaskeypercep4onsaboutthebrandsthatwereinfluencingpurchasedecisions.TheseinsightsallowedJnJtoelevatetheirpresenceacrossmul4plecategoriesinmajormassretailerssuchasTargetandWal‐Mart.
HomeDepot–Inthefaceofdecliningprofitsandincreasedcompe44on,HomeDepotaskedustotakeafreshlookatthecustomerexperience.Lookingatanalogousbrandsandretailexperiencesincombina4onwithshopperinterceptsandsynthesisofexis4ngdata,myteambegantolaythefounda4onfornewwaysofthinkingatHomeDepotthatarehelpingthemwithincrementalimprovementtoplannagramsandin‐storemerchandisingintheshorttermandmoretransforma4onalchangeinthelongtermthatwouldincludewholenewstorefootprintsandprototypes.
NEW PRODUCT POSITIONING AND BRANDING
GAINING CONSUMER
INSIGHT
CONSUMER JOURNEY ASSESSMENT
Innovation and IdeationHumanaHealthcare–Entrenchedinacommodi4zedindustryandbureaucra4cculture,HumanahascommiKeditselfinrecentyearstosignificantorganiza4onalandculturalchange.WorkingprimarilywiththeInnova4onandMarke4ngteams,wedevelopedagroundbreakingthree‐dayworkshopandinternalcommunica4onscampaignthatdemonstratedtheimportanceandpowerofconnec4ngemo4onallywithhealthcareconsumers.Asapartofthisuniqueini4a4ve,myteamdevelopedbranding,messaging,andprogrammingthathelpedareasacrosstheorganiza4onbecomegroundedinthefundamentalissuesconsumersarefacingandhowtobegintolookdeeperforinsightsandanswers.
Nestle–Wedesignedandimplementedarigorousethnographicstudythatworkedtouncoverthekeymo4va4onsandfactorsinvolvedwithmealprepara4onandservinginthehome.Inaddi4ontoprobingforconsumerinsightsviaacombina4onofin‐homeshadowingandobservingsubjectswhilegroceryshopping,myteamdevelopedauniqueapproachtoprototypingandproductorganizingprinciplesthatallowedNestletoquicklyandeffec4velytestmul4pledirec4onswithoutincurringagreatdealofcosts.
CORPORATE CULTURE TRANSFORMATION
CONSUMER BEHAVIOR ANALYSIS
Innovation and IdeationCocaColaCompany–WhenCocaColalookedtodevelopaglobalini4a4vetorevitalizeandextendtheSpritebrand,theyenlistedmyteamtodesignandcoordinateauniquethree‐dayworkshopthatchallengedglobalexecu4vesandmarketerstoexplorearangeofexperiencessuchasthenaturalworld,Asianmedicineandmys4cism,andvariousyouthsub‐culturesinordertosourcenewwaysofthinkingaboutthebrand.Theresultwasovertwentynewflavor,packaging,andmarke4ngideascreatedandrefinedinamaKerofweeks.
Pepsi–InordertoincreasesalesthroughkeyaccountTacoBell,Pepsiaskedustodevelopanewwaytomaketheexperienceofselfservesodafountainsamorecompellingdrawforconsumers.Theresultwasamobileprototypesodasta4onPepsiwasabletodisplayatmul4plesalesconferencesinordertoexciteandinspirecorporateexecu4vesatTacoBell,aswellastheirfranchisees.
IDEATION WORKSHOPS AND FACILITATION
CONCEPTUALIZATION AND PROTOTYPING
Retail DesignTargetCorporaMon–RecentlyTargetwentlookingforapartnertohelpthemredesigntheirsoq‐linesandhomegoodsdepartments.Myconsumerenvironmentsstudiowasul4matelyselectedandembarkedonfastmoving,collabora4veprocesswithTargetsinternalmerchandisingteamsinordertoquicklyassesskeychallengesandopportuni4es.Theresultswerenewfixtureelements,carefullyintegratedvisualcommunica4onandbrandimagery,andinnova4vedisplaysystemsthathelptobuildandexpandonthepoweroftheTargetexperience.
HSBC–Wedevelopedastrategicandpragma4capproachtohelpHSBCconverthundredsofnewlyacquiredbranchloca4onstoaccuratelyreflectthepowerandpromiseoftheirglobalbrand.Theresultwas4eredandscalablearchitecturalelementsthatcouldbeimplementedaccuratelyandasquicklyaspossible.
BRAND COMMUNICATIONS
BRAND PLANNING
Retail DesignSears–StrugglingdepartmentstoreSearsengagedmystudiototakeadeepdiveontheirexis4ngconsumersegmenta4onandbegintoexplorepoten4alnewcustomerjourneysandexperiencestohelpreinventboththeSearsandKmartbrands.ForSears,theresultswereanin‐storefocusonservicebeyondthepurchase,whichalwayshasbeenakeystrengthforthebrand,Also,incorpora4ngpavilionsintoeachdepartmentallowedconsumerstoplan,research,andpurchaseinauser‐friendlysesng.
Kmart–Withabrandthathasslowlydeclinedinthefaceofincreasedcompe44on,Kmartworkedwithmyteamtodevelopsomedis4nc4veaddi4onstoitstradi4onalshoppingexperience.Leveragingthesimpleandapproachableheritageofthebrand,mydesignteamdevelopeda“marketplace”conceptthatservedtocreateadynamicandopenshoppingexperienceinthecenterofthestore,supportedwithfreshaddi4onstofoodandservicessuchasmini‐spaandcaféareas.
BRAND EXPERIENCE EVOLUTION
BRAND EXPERIENCE EVOLUTION
Brand CommunicationNFL–TheNa4onalFootballLeaguelicensesitsbrandtothousandsofproducts,fromclothingtotoystohomeappliancesandbeyond.Preservingthecredibilityoftheleaguewhilecommunica4ngtheNFLbrandacrosssuchavarietyofproductsisanongoingchallenge.MyteamofstrategistanddesignersworkedcloselywiththeNFL’sinternalmarke4ngandmerchandisinggroupstoclarifythebrandpromiseofNFLlicensedproductsandtoestablishaclearhierarchyacrossitemsandcategories.Theoutcomewasabrandarchitectureandpackagingsystemthatsegmentedproductsintocleargood,beKer,bestlevels,makingshoppingeasierforconsumersandgoingtomarketeasierformanufacturersandretailers.
Adidas–Withthelaunchoftheir“ImpossibleIsNothing”campaign,myteamandIworkedtointegratethetoneofthenewcampaignintotheirretailoutletstoresviavisualcommunica4onsinasimpleandefficientway.TheresultwasreducedcluKerandredundantsignageincombina4onwithstrongeruseofdrama4cimagerythatbeKerreflectedtheprimarybrandcampaign.
Dick’sSporMngGoods–Aspartoftheirsubstan4algrowth,DSGpurchasedthelicensingrightsfortheFieldandStreambrand.Weworkedcloselywiththeinternalmarke4nggroupstohelpthemrefinethebrandandshapethedirec4onofthelineaswellasitsroleinthestore.Theoutcomewasanewiden4tyandpackagingsystemthathelpedDSGtransi4onamajorityoftheirhun4ngandcampingcategorytoadeeper,moreemo4onallycrediblebrand.
PACKAGING DESIGN
IN-STORE BRANDING
BRAND IDENTITY
Thank YouMARK A. MILLER614 571 [email protected]
