J Elliott Cunningham ~ resume
SENIOR MARKETING EXECUTIVE
Industry Experience Includes Entertainment, Broadcasting, Hospitality, And Consumer Products.
Strategic Market Planning • Product Introduction • Pricing • Packaging • Promotion • Advertising
Distribution • Sales Strategies • Budgeting & Forecasting • Media Strategies • Broadcast Promotions
Branding • Web Strategies • Music, Film, Television & Video Producing • Team Building & Leadership
PROFILE
Accomplished marketing strategist with a 20+ year career that is distinguished by impressive achievements in driving marketing initiatives that have generated outstanding returns. Strategic thinker and planner with broad-based experience that provides a foundation for a unique “positioning” approach to sales, marketing, and advertising. Proven track record in producing results-oriented, award-winning promotions and advertising, and highly successful music albums, television shows, radio and television commercials, films, videos, and musical and entertainment productions. Fascinated by ideas, thrives on achievement, takes ownership for commitments, and drawn to the process of learning. Develops a strong sense of pride in employees and team members. Maintains the highest degree of honesty and integrity.
CAREER HIGHLIGHTS
• Designed and developed sales and customer management system data base leading to increased production and sales increase of 50% in 2007.
• Provided creative direction and led marketing/branding activities that were instrumental in a company’s growth from $3 million in revenues in 2003 to a projected $25 million for 2006.
• Served as Line Producer for America’s Most Wanted, Current Affair, Inside Edition, Unsolved Mysteries, CNN, Channel One, and In Sports Network.
• Honored with thirteen awards (Merit Radio, Merit Specialty Ad, Merit Outdoor, etc.) from the S.A. Advertising Federation and American Advertising Federation.
• Recognized in Billboard Magazine for outstanding performance in developing multi-market Hispanic music events and promotions on behalf of Pepsi.
PROFESSIONAL EXPERIENCE
FOUNDATION GROUP, Nashville, TN 2007 to 2008 (Contract)
The Foundation Group, through its web based operation www.501c3.org, has developed a unique approach to providing services that facilitate the start up of non-profit organizations, helping these groups complete the process for Federal IRS 1023 Non-Profit requirements. The Foundation Group acquired StartCHURCH (www.StartChurch.com), effectively doubling the company’s annual sales and staff in May of 2007. StartCHURCH provides services, books, software and conferences, focusing exclusively on churches and ministries to help grow their organization. The Foundation Group operations have impacted over 10,000 non-profit organizations, churches and ministries.
Chief Marketing Officer (CMO)
Responsible for significant upgrades to the company’s ability to grow by redesigning and repackaging service delivery of product to customers, which in turn allow for increase in production and employee efficiency. Provide direction for strategic market planning, sales, online distribution, promotion, advertising, budgeting and forecasting. Provide Leadership and Management of marketing and sales staff in addition to web and software developers.
• Instrumental in the company’s restructure and management team growth.
• Guided company through the assimilation of StartCHURCH acquisition.
• Designed and developed sales and customer management system database leading to increased production and sales increase of 50% in 2007.
• Developed a phased approach to sales improving cash flow and client contact.
• Designed strategic plan and initiatives for company to pursue a $2 million equity raise.
WESTON ENTERTAINMENT, San Antonio, TX / Nashville, TN 2001 to 2006
Diversified entertainment company (14 companies operating in Nashville, San Antonio and other Texas markets) involved in hospitality, media, music, and real property, including Sound Kitchen Recording Studio (home to major recording artists – Bruce Springsteen, Elton John, Keith Urban, Faith Hill, etc.), KVRP-FM/AM and KBHT-FM broadcast radio stations, Selectric Records, Deep Music Distributions, 3.1 Music Productions, Rio Plaza (40,000 sq. ft. entertainment facility), Michael Gregg Signature Homes, Johnny Rockets, Rita’s on the River, etc.
Chief Marketing Officer (CMO)
Identify and capitalize on unique opportunities to drive revenues and hold responsibility for strategic market planning, product introduction, sales, pricing, packaging, broadcast promotions, media strategy, retail distribution, commercial marketing, advertising, and budgeting/forecasting. Manage a marketing and creative staff (designers, art/graphic, web/software developers, and promotions) for each of Weston’s companies.
• Instrumental in the company’s growth from $3 million in revenues in 2003 to a projected $25 million for 2006.
• Directed the marketing of 14 companies, and related sales, marketing, branding and promotion activities, including the development of logos, web sites, and imaging.
• Designed, developed and created a new restaurant concept that generated $4.2+ million in revenues in 2005.
• Developed a targeting approach to identifying and acquiring radio stations and also identified/targeted an online web commerce company as an acquisition.
• Oversaw the acquisition of The Sound Kitchen Recording Studio, including the initial planning, analysis, due diligence, candidate review and contract negotiations, and directed the upgrade of the mixing room to include surround sound.
• Recommended changing the General Manager at Sound Kitchen Recording Studios and identified/hired a new top-caliber candidate.
• Created a sales system for a Custom Homebuilding operation.
• Improved KVRP-FM’s ranking from #16 to #11 (Arbitron rating) by recommending and making changes in programming. Supervised the purchase of several radio stations while developing/implementing the “Big Country” radio format, which grew the station in Abilene market from a .5 market share to a 2.8 market share in one year.
• Worked with the Music Group on targeting singles from artists’ project releases and helped identify two charting singles.
• Developed, designed and created a new restaurant concept (Rita’s on the River), and identified Johnny Rockets franchise as opportunities and established two stores.
• Received the Best Recording Studio award for Sound Kitchen and Best New Restaurant/Best Fine Dining Restaurant awards (San Antonio, Texas).
RHYTHM HOUSE RECORDS, San Antonio, TX 1997 to 2001
Independent record label that also produced critically recognized releases and developed quality relationships with radio, retail and media.
President
Held a lead role in developing marketing collateral and imaging for all releases, and worked with artists and managers to position releases in the market and worked singles to radio. Oversaw a 10-person staff.
• Generated Top Ten radio single releases to rock and inspirational radio formats.
• Established critically acclaimed artists and garnered national radio, retail and magazine exposure, including Billboard Magazine. Developed True Tunes Records to affordably release and promote independent artists and identified the early web trend of marketing and promotion via the web including using MP3 format.
• Produced the True Worship Experience Tour. Developed an affordable touring model to introduce and promote artists to markets with radio support and created a multi-artist release package to introduce independent artists to retail market place.
• Served as executive producer of Chris Taylor’s Worthless Pursuit and Down Goes the Day, and Mary-Kathryn’s One Spirit and Stream in the Desert albums. Oversaw and directed an additional 35 releases to the market place.
• Produced video and films including Chris Taylor’s Learn to Pray and God Only Knows music videos, and Mary-Kathryn’s Lofty Eyes music video.
• Received the Gospel Music Association’s Dove Nomination for Retail Packaging and Rock Album of the Year, and Diamante Music Group’s Marketing Campaign of the Year Award in 1999/2000.
• Honored with the S.A. American Advertising Federation’s Citation of Excellence Covers CD, Cassette or Album, Citation of Excellence Point of Purchase-Free Standing, and Silver Sales Promotion-Point of Purchase.
• Won three Silver Collateral Material Awards from the S.A. American Advertising Federation for Mary-Kathryn Covers CD, Cassette or Album, Chris Taylor Covers CD, Cassette or Album, and Chris Taylor CD Single; also received the National Gold Distinguished Service Award from Alpha Kappa Psi Professional Business Fraternity.
MARKETING STRATEGIES, San Antonio, TX 1988 to 1997
Small firm specializing in marketing, promotion and turnaround consulting services.
Senior Consultant
Provided guidance, advice and solutions and facilitated implementation of strategic plans for clients. Partnered closely with owners, presidents and top executives developing marketing plans, selling systems, and branding and promotions, which included work in broadcasting, media relations, and programming. Managed multiple, concurrently running engagements that typically averaged three to six months each, and would often expand to 18 months to three years based on increases in responsibilities and outstanding achievements; never lost a company to bankruptcy when conducting turnaround consulting, and succeeded with each one.
• Spearheaded a marketing plan and handled contract negotiations and sales directly with key accounts (Dell, IBM, Johnson Controls, Motorola) for Olson Computer & Metal Products, a manufacturer of computer cases and computer brackets; plan included national/international sales, inside/key account sales plan, rep management, key account contracting, product line development/packaging, product positioning and pricing.
• Developed a strategic marketing plan and created product packaging and promotions for CMC Information Systems, which provides mainframe financial accounting software for the Unisys platform.
• Managed sales/marketing programs for Universal DataProducts, a computer peripheral factory distributorship. Coordinated with manufacturers for regional marketing activities and assisted in hiring sales personnel.
• Developed a marketing and promotional plan, and a customer retention program and packaging of services for Kelly Bank, a military full service bank with local and international customer base; brand positioned bank for sale to Norwest.
• Developed unique selling proposition and sales system along with branding for Spinal Specialties, a medical tray packing company that competed with Johnson & Johnson and BD; company was positioned for sale and was eventually sold to IFLO, a public company that was interested in the brand, unique selling system and approach to the market.
• Consulted with a broad base of clients of the consulting group Neff Consulting Group/TBN Associates. Provided expertise in sales training, regional/national sales analysis and planning, telemarketing, pricing, customer management, product distribution, promotion and packaging.
• Developed packaging and promotion for video release through Ron Zimmerman & Associate’s K-Tel video division, Scimitar Entertainment.
• Served as Line Producer for America’s Most Wanted, Current Affair, Inside Edition, Unsolved Mysteries, CNN, Channel One, and In Sports Network.
• Produced Pepsi’s Cinco de Mayo at Sea World of Texas, Fiesta Cinco de Mayo San Antonio, Houston and Harlingen, Chayanne: World Tour ’90 in San Antonio, Houston and Dallas, El Puente 2: World Premier Feature Film Release, and Teenage Mutant Ninja Turtles: Out of their Shells Tour.
• Recognized in Billboard Magazine for outstanding Hispanic music events on behalf of Pepsi. Developed multi market Hispanic event marketing promotions statewide, including media promotion and in-store merchandising; events also included multiple sponsorship involvement and coordination with American Airlines, Pep Boys, Kraft Foods, and others.
• Produced A Texas Treasure documentary film for PBS, and produced the Cooking with Confidence video series, Air Force Top Guns: William Tell Story, Golf Funnies: Par Fore the Course, and Real Rainman: Portrait of an Autistic Savant for Simitar Entertainment the K-Tell Video Subsidiary.
STOUT ADVERTISING, San Antonio, TX 1982 to 1988
Award-winning advertising agency serving clients in diverse industries.
President
Senior executive with responsibility for the overall management of the agency, and for providing marketing expertise and spearheading multimedia campaigns for clients.
• Created advertising, promotion, radio and television campaigns for Ancira Winton Chevrolet, which became the #1 Chevrolet Dealer in the state selling over 600 cars per month.
• Instrumental in Dewied International’s success as the #1 producer of natural sausage casings. Developed a branding campaign and managed marketing and sales activities, including new product introductions, advertising creative and placement, regional and territorial sales management and evaluations, and budgeting and forecasting; also developed a customer cycling and solicitation program to increase sales.
• Developed a long-term strategic plan, handled all advertising creative and placement, and designed a complete product line packaging plan and branding campaign for San Antonio Tent & Awning Company, which landed Wal-mart and other big box accounts. Conducted consumer research to determine product strengths/weaknesses and to test product packaging concepts – in addition, consulted on the national sales structure, and assisted in driving a national telemarketing program; company was eventually sold on brand strength and product line.
• Coordinated national franchise television and promotions for one of the largest Taco Bell franchises, including media planning and placement and in store promotional coordination. Created media and promotion campaigns that drove Taco Bell to a top-performer in the franchise.
• Produced television and radio commercials, and served as the promoter of the Rez Band Concert, the Farrell & Farrell Concert, the Silver Wind Concert and others.
• Honored with seven awards (Merit Radio, Merit Specialty Ad, Merit Outdoor, etc.) from the S.A. Advertising Federation and American Advertising Federation, named in International Who’s Who and as “Outstanding Young Man in America” by the U.S. Jaycees, and given the Alumni Silver Distinguished Service Award from Alpha Kappa Psi Professional Business Fraternity.
EDUCATION / ADDITIONAL INFORMATION
• BBA, Marketing – Texas State University (formerly Southwest Texas State) – San Marcos, TX
• Certificate of Merit – U.S. Small Business Administration
• Affiliation: Alpha Kappa Psi Professional Business Fraternity, Past National President/Chairman of the Board
