Dan Hulubei

(Blast Chilling & Shock Freezing Industry leading manufacturer with 40+ million in annual sales)

Director of Marketing: Enlisted to develop the marketing department and create a brand strategy throughout the US market. Oversaw marketing, branding, trade strategies while acting as an advisor/consultant for the other departments. Developed key foodservice industry partnerships. Allocated marketing resources; tracked budget. Built training and sales presentation programs.

• Created the advertising strategy, media plan and allocated resources. Designed new ads and direct mail campaigns in-house. Coordinated several advertising agencies used to develop new marketing projects.

• Revamped branding strategy by creating a brand vision and identity while redefining the brand communication strategy and increasing brand awareness and visibility.

• Developed and implemented PR campaigns through educational articles, conferences and seminars to industry professional associations. Improved exposure through key industry event sponsorships such as National Pastry Championship and by partnering with world renowned chefs.

• Implemented co-op advertising with strategic foodservice industry partners by developing key complementary channel-based alliances.

• Produced and redesigned marketing literature, such as brochures, video CDs, price lists, posters, white papers documentation, product specification sheets.

• Developed Training Module for Sales force and consultants.

• Designed the Kitchen Demonstration and Sales Presentation aimed at end-users, consultants and strategic partners.

• Created an integrated CRM system for leads and quotations. Employed databases to increase market penetration.

• Successfully implemented a new trade shows strategy focused on emerging channels.

• Analyzed and developed a TQM system for Service & Parts department to enhance customer service quality and timely responsiveness. Proposed and implemented a customized inventory software platform.

• Performed in-depth analysis of company and competitors website strategy.

(Industry leader with $33.4 billion in annual sales; sold to Japan Tobacco in 1999, forming JT International.)

Regional Field Marketing Manager: Promoted to manage 100+ direct and indirect reports in 16 marketing teams spread throughout a large, geographically diverse region. Oversaw marketing, branding, promotions, merchandising, and special event strategies for the hospitality / entertainment services channel. Capitalized on strategic marketing partnerships. Negotiated exclusive brand-promoting decoration contracts with strategic retailers and wholesalers. Allocated advertising resources; tracked regional budget. Created in-house training for promotions teams.

• Delivered 11% gain in channel contracts within just 3 months, achieving a sustained market edge in the face of increased competition by reorganizing channel marketing structure to focus on customer relationships.

• Achieved market dominance (45% share in comparison to 20-25% share held by 2 largest competitors) for decoration/special events contracts while expending 40% less advertising resources than the competition.

• Piloted consumer, trade, and channel marketing campaigns that launched and achieved rapid market success for new brand, Winston SuperLights.

• Boosted sales and trial use of brands through creation of innovative sale-out mechanism that proved measurably more effective than classic sampling programs.

• Increased consumers' brand exposure and awareness while reducing marketing costs by developing co-marketing agreements with complementary strategic partners.

• Earned distinction as 1 of only 12 employees selected for personnel development program; as part of program, took "Leadership Profile for Sales & Marketing Managers" 360-degree assessment, attaining 4.19/5.0 score.

Regional Merchandising & Promotions Manager: Directed new branding launches, strategic marketing, merchandising, and promotion activities for retail, wholesale, hospitality / entertainment and key accounts channels. Supervised 79 direct/indirect-reporting staff. Secured strategic contracts with key accounts and oversaw marketing material supplier relationships. Managed brand awareness projects. Administered regional budget and advertising resources. Teamed in creating training program to help employees adapt to rapid market changes.

• Produced 46% increase in national sales and 27.8% growth in total market share within 6 months through leadership in rolling out launch campaign for a new brand, More. Captured 13.4% of the market for More.

• Played pivotal role in regaining market leader position; increased core brand (Winston) national sales 110%, regional market share 42%, and number of decorated outlets 43%.

• Executed 20 national and regional trade and consumer promotion campaigns, developed 68 special projects for targeted advertising, and orchestrated 566 special events.

• Garnered team award for best overall performance.

---

Regional Field Marketing Supervisor: Promoted and charged with dramatically increased scope of authority, including 3-fold budget increase and 68 direct/indirect reports in 12 marketing, promotion, and merchandising teams. Developed merchandising guidelines, promotional strategies, and product packaging.

• Implemented new "Brand & Street" strategy (personally developed in previous position) that increased brand consistency and improved communication with consumers.

• Heightened core brand market share 181% and boosted regional sales 10%.

• Orchestrated 14 special promotions, 143 targeted advertising projects, and 224 special promotional events.

• Doubled the regional marketing team, ensuring fulfillment of deadlines and continued business growth.

---

Regional Field Marketing Coordinator: Took over all aspects of the hospitality / entertainment services marketing. Conducted market research to drive new marketing strategies. Negotiated contracts with producers, approved decoration designs, and provided post-installation support. Supervised region budget, advertising resources, and 24 staff.

• Envisioned and led development of a pioneering channel marketing concept that focused on promotional events to heighten brand awareness. Events included concerts, fashion shows, rallies, and festivals.

• Executed 9 trade and consumer promotions; managed 37 special projects.

---

Channel Supervisor: Managed key accounts and all promotional activities serving the hospitality / entertainment services channel (horeca). Coordinated channel sales, product routing, sampling programs, and switch-selling activities. Led team of 7 staff. Closed new decorating contracts with key clients.

• Credited with improving relationships with industry clients to capture a 50% increase in number of clients and 17% growth in number of decorated hospitality service facilities.

• Expanded number of clients targeted with promotional activities 44%.

• Promoted to field marketing coordinator out of a highly competitive field of 22 applicants.

---

Additional career achievement with RJ Reynolds as Merchandising Supervisor and Sales Analyst. Hired during period of rapid expansion. Collected and analyzed field sales data to assess distribution system and staff performance. Performed overall economic evaluations and brand analysis; prepared reports. Made recommendations, subsequently implemented, that fine-tuned and improved sales and marketing strategies.

(National distributor of consumer goods products including Colgate-Palmolive, Procter&Gamble, Unilever, and Gillette.)

Logistics Manager: Supervised supply management for the central warehouse, company stores, and points of sales. Oversaw inventory, key manufacturer accounts, and product delivery. Managed team of 12 employees.

• Acted as change agent for improvements to the inventory management processes and warehouse operations, significantly reducing warehouse losses and doubling merchandise turnover. Optimized routes and reorganized delivery system to double delivery capabilities.