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 Expertise |
Education |
Work History |
Career Accomplishments |
Consulting Services |
Expert Witness |
Market Research |
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| Summary of Expertise: |  |
| He has taught advertising since 1975. Worked in big advertising agencies and agencies reporting to me as a client. Has owned a marketing consulting firm since 1994. Can find the right mix of strategies, tactics and professionals. Over 35 years as a strategic marketing, advertising and media professional. Has worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, with several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reporting to him. For over 32 years, has taught in the graduate and undergraduate programs at the University of Southern California (Annenberg School For Communication and Marshall School of Business), CSUN (California State University, Northridge), Loyola Marymount and Pepperdine University. Received the California State University Ambassadors' “Polished Apple Award” (2006) for teaching, mentoring and inspiring students on campus, nominated for the USC Parents' Association Outstanding Teaching and Mentoring Award (2006), and have received the Outstanding Citizen Award (1993) from the Los Angeles City Council. I have been a member of the Advertising Club of Los Angeles since 1975, and an active board of director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club with two other associations developed into thinkLA in 2006. Since 1975 has been a member, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), a volunteer organization made up of advertising executives brought together to help their colleagues in times of life crisis. He has received the California State University Ambassadors' “Polished Apple Award” (2006) for teaching, mentoring and inspiring students on campus, nominated for the USC Parents' Association Outstanding Teaching and Mentoring Award (2006), and has received the Outstanding Citizen Award (1993) from the Los Angeles City Council. He has been a member of the Advertising Club of Los Angeles since 1975, and an active board of director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club with two other associations developed into thinkLA in 2006. Since 1975 he has also been a member, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), a volunteer organization made up of advertising executives brought together to help their colleagues in times of life crisis. |
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| Show Secondary and Basic Areas of Expertise | |
| Localities: Expert may consult nationally and internationally, and is also local to the following cities: Los Angeles, California; Long Beach, California; Santa Ana, California; Anaheim, California; Riverside, California; Bakersfield, California; Glendale, California; Huntington Beach, California; San Bernardino, California; and Oxnard, California. | |
| Education: |  |
| 1974 | MBA | Marketing | University of Southern California | Dean's list | ||||
| 1971 | B.S. | Marketing and Business Administration | University of Southern California | |||||
| 1983 | Advanced Management Program | Business Administration | Claremont University | |||||
| 1995 | Advanced Management Program | Business Strategies | University of Southern California |
| Work History: | |
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(Undisclosed Consulting Company) | Managing Partner |
Over 35 years as a strategic marketing, advertising and media professional, Expert has worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, with several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reporting to him. Received the California State University Ambassadors' “Polished Apple Award” (2006) for teaching, mentoring and inspiring students on campus, nominated for the USC Parents' Association Outstanding Teaching and Mentoring Award (2006), and has received the Outstanding Citizen Award (1993) from the Los Angeles City Council. Has been a member of the Advertising Club of Los Angeles since 1975, and an active board of director. The club's largest membership groups are clients, media, production, creative and advertising agency executives. The Ad Club with two other associations developed into thinkLA in 2006. Since 1975 has been a member, board member and executive board member of the Advertising Industry Emergency Fund (AIEF), a volunteer organization made up of advertising executives brought together to help their colleagues in times of life crisis. For over 32 years, has taught in the graduate and undergraduate programs at the University of Southern California (Annenberg School For Communication and Marshall School of Business), CSUN (California State University, Northridge), Loyola Marymount and Pepperdine University. |
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DIRECTV | Marketing | Director |
MARKETING DIRECTOR, Special Markets and Strategic Partnerships
Created and orchestrated marketing programs, strengthening product positioning, improving marketing operations, establishing corporate partner alliances, planning strategies and promotional tactics. Built marketing team that capitalized on individual talents and strengths; hired, trained, mentored, and motivated team. * Competitively positioned company in several market segments by increasing customer base by 40% through marketing partnerships with Verizon / Bell Atlantic, Quest / US West, GTE, SBC / PacBell, and others. * Instrumental in achieving a 43% increase in sales and over 200 third-party programs by securing and managing a major sales program targeted to residential, multi-family dwellings, hospitality, and private offices. * Benchmarked highly effective 25-piece collateral marketing and advertising program for MSOs and key accounts, including nine-part "right-of-entry" sales kit. Designed and implemented simplification program for new dealers. * Dramatically increased private office acquisitions by 321% and multiple dwelling units by 8.7%. * Teamed with advertising firms to create television, radio, print and online media marketing campaigns. * Innovative trade show and co-op trade show programs with 80 different partners. Acknowledged as "Partner of the Year" from Private Cable and Wireless Cable Magazine (1999).
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The Music Center of los Angeles / Performing Arts Center of LA | VP Marketing and Communications |
Music Center of Los Angeles - Dorothy Chandler Pavilion, Mark Taper Forum, Ahmanson Theatre and Education Division.
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VICE PRESIDENT OF MARKETING & COMMUNICATIONS
Award-winning leadership of numerous activities including marketing, promotion, public relations, advertising, fundraising, community access programs, special events, direct mail and collateral materials. Spearheaded planning and events for the 25th Anniversary celebration. Won eight PRSA and Publicity Club Awards including "Best Southern California Program" for 1991 and 1992. * Moved organization from a passive reactive model to proactive marketing model changing corporate vision that resulted in motivating executive team and staff. * Important gains achieved, increasing annual fundraising by 7.3% and retail store sales by 450%. * Innovative creation of LA Alive!, Dorothy Chandler Awards, Spotlight, Viva Las Artistas and TGIF Concert Series and fundraising events. * Lead by example, setting high personal standards, building relationships and team value for win-win results. * Exploited the presence of Education Divisions live arts programs, developing all aspects of program for heightened appeal and attraction to 1.2 million students throughout Southern California. |
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Grey Advertising | SVP / VP Management Supervisor |
1981 to 1983 & 1987 to 1988
Nationally recognized advertising agency. VICE PRESIDENT - MANAGEMENT SUPERVISOR 1987 to 1988 VICE PRESIDENT - ACCOUNT SUPERVISOR, ACCOUNT SUPERVISOR, ACCOUNT EXECUTIVE 1981 to 1983 Aggressive leadership with broad-based marketing responsibilities for national, regional and local entertainment / retail / sports / public service accounts. Fast track promotions to positions of increasing responsibility to VP-Management Supervisor, hand-picked for planning and execution of multimedia marketing programs. * Increased four-year market share from 11.9% to 17.3% by creating and designing marketing and store opening campaigns for Vons Grocery Co. Spearheaded 73 televisions spots plus expansion into new, out-of-state markets. * Maximized exposure of Showtime Cable Network and RKO Video/Pictures by designing national advertising and promotions campaigns. * Earned a reputation for top-notch design of marketing and media promotions for ABC Television Network. * Implemented creative marketing programs with vision and strategy for expansion of existing and new services for Southern California Edison. * Achieved record-breaking fundraising dollars and involvement of highly public figures by developing high-quality public service advertising and event marketing for the California Special Olympics.
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| Career Accomplishments: | |
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Associations/Societies Board of Director - Advertising Club of Los Angeles 1983 to 2006 Board of Director/Executive Board Member/Member – Advertising Industry Emergency Fund 1975 to Present Board of Director/V.P. -Westwood Hills Homeowners Association 2003 to Present Chairman, Advertising Club of Los Angeles, Summer Internship Program Media Captain, Partnership for a Drug Free America Advisory Board of Directors, California Special Olympics Anti-Fireworks Program, Los Angeles Fire Department Member, Los Angeles Town Hall |
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Licenses/Certifications California State teaching credential |
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Awards/Recognition “Polished Apple” Award Recipient, honoring commitment to students at California State University, Northridge (2006) Nominated USC Parents Association Teaching and Mentoring Award (2006) Distinguished Professor (1999) California State University, Northridge Outstanding Citizen Award (1993), Los Angeles City Council ("There's Nothing Cool About Fireworks") Joseph Roos Community Service Award (1993), Public Relations Society of America Extraordinary Service Award (1993), Wilshire Chamber of Commerce Awards for Best Community Program (1991 & 1992, Publicity Club Award from California League of Cities (1991) Belding Award (1990), Advertising Club of Los Angeles PRSA Award (1990) |
| Government Experience: | |
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California State University, Morthridge | Senior Lecturer | For over 30 years, he has taught in the graduate and undergraduate programs at the University of Southern California (Annenberg School For Communication and Marshall School of Business), CSUN, Loyola Marymount and Pepperdine University. |
| Consulting Services: | |
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Provide expertise in marketing campaign strategy, new business development, rollouts, advertising, collateral programs, expert witnessing, market penetration, and effectively identifying marketing opportunities for local and national business organizations.
Selected client include: GE Capital-ResCom (subsidiary of GE); USC Annenberg School for Communication, Alliance Environmental Group; Barr Engineering, Inc.; Getty Museum; Cedars-Sinai; DHX-Dependable Hawaiian Express; Saturday Night Magazine; Shimahara Illustration; Shimahara Graphics.
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| Expert Witness: | |
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Expert Witness, including Trial Declarations, Testimony by Trial or Deposition Past Four Years.
One Example-
Report of Declaration and Trial Declaration:
Images of Blumcraft products were used by defendant to advertise its own similar products in a nationally distributed catalog. How that catalog was used and the significance of the image to the decision to buy was the subject of expert testimony. Because an early injunction forced CRL to issue new catalog pages to replace those with the Blumcraft images, a secondary issue was whether those new pages were actually used as replacement pages in customer catalogs. |
| International Experience: | |
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Hong Kong | Marketing and Advertising Seminars | ||
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China | Marketing Seminars |
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| Additional Skills and Services: | |
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Training/Seminars For over 30 years, I have taught in the graduate and undergraduate programs at the University of Southern California (Annenberg School For Communication and Marshall School of Business), CSUN, Loyola Marymount and Pepperdine University. Marketing Seminars in Hong Kong and Shanghai |
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Supplier and Vendor Location and Selection Over 35 years as a strategic marketing, advertising and media professional. I has worked within companies (DIRECTV, The Music Center of LA/Performing Arts Center of Los Angeles, Walt Disney Productions, Security Pacific Bank), within advertising agencies, and as a client, with several advertising agencies, media buying services, marketing research organizations, design companies, direct marketing/mail and other marketing firms reporting to me. |
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Other Skills and Services Marketing Executive with expertise in creating award-winning media, marketing, sales, collateral programs and expert witnessing. Introduced campaigns that translated strategic marketing plans into tactical sales actions -- driving revenue growth, expanding market penetration, achieving dominant market share, exploiting the presence of brand equity and capitalizing on market opportunities. Recognized strengths in establishing and maintaining executive-level client and strategic partner relationships. Strong conceptual / analytical skills, ability to identify new market segments. Participative leader with excellent skills in cross-functional teambuilding, motivation, quality performance and productivity improvement. MBA in Marketing. Active Board member of the Advertising Club of Los Angeles since 1983. Selected List of Companies: DIRECTV, GE Capital, Vons Grocery, The Music Center of Los Angeles, Bell Atlantic / Verizon, Disney, Alliance Environmental Group, Barr Engineering, DHX-Dependable Hawaiian Express, Sheraton Hotels and Resorts, SPNB, Bank of America, Beverly Hills Savings, Applause. Public Service Organizations: Advertising Club of Los Angeles, Advertising Industry Emergency Fund, Los Angeles Fire Department, California Special Olympics, Partnership for a Drug Free America, Town Hall, L.A. Downtown Marketing Group, LACVB Senior MBA Marketing Lecturer: University of Southern California (Marshall School of Business and Annenberg School For Communication, Cal State Univ. Northridge, Loyola Marymount University and Pepperdine University |