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RICHARD A.

TAYLOR
Cell: 773.368.5135 RichardTaylor rtaylor@gwchicago.com RichTaylorLLC

VP DIRECTOR MARKETING COMMUNICATIONS


Strategies for driving sustainable growth in competitive business markets
Innovative and articulate leader with proven ability to plan, develop and execute business building campaigns that drive multi-million dollar growth in revenue and profits for leading national / global brands. Repeated success guiding sizeable, cross-functional teams in the design and execution of multi-channel marketing, advertising and communications campaigns. Skilled at building and managing operational teams that include staff and partners. Known for ability to drive collaboration, inspire teamwork and deliver breakthrough results through creative problem solving. Broad experience that includes: Automotive, Consumer Goods, Entertainment, Financial Services, Healthcare, Hospitality, Professional Services, Retail, Telecommunications, and Technology.

CORE SKILLS
Marketing Advertising Communications Digital Direct Marketing Social Media & Word of Mouth Sales Promotion PR Event Marketing Strategic Planning Customer Analysis and Segmentation Positioning Concept & Messaging Development Competitive Analysis Consumer and Market Research Media Planning & Buying Production Brand Management Customer Acquisition Loyalty Marketing Sales & New Business Development Pitching Negotiation P&L

EXPERIENCE & ACHIEVEMENTS


[Wire] Stone, CHICAGO, IL 6/2012 11/2012
DIGITAL AND INTERACTIVE MARKETING AGENCY, RANKED AMONG THE TOP 25 INDEPENDENT AGENCIES BY ADVERTISING AGE, AT THE FOREFRONT OF USING TECHNOLOGY TO CREATE COMPELLING CONSUMER EXPERIENCES THAT DRIVE GROWTH FOR MANY OF THE WORLDS LARGEST AND WELL-KNOWN BRANDS. Global Business Director

Lead solution and consultative selling efforts to develop relationships with leading brands and grow revenue. Won project and agency of record assignments among marketing decision makers through thought leadership, pitching communications strategy and creative ideas. Managed cross-functional teams in preparing proposals, pitching ideas, defining scope of work and negotiating costs. Pitched, negotiated and won a $200K digital advertising project from PhoneFactor, a Microsoft company. Developed a $1.5 million multi-year, omni-channel marketing proposal for University of Illinois at Chicago (UIC). Designed an innovative digital marketing strategy and $250K campaign approach targeting college students for MathWorks. Proposed and awarded a $125K website redesign project for Juno Lighting Group. Gained access and established conversation with marketing decision-makers at Target, Wilson Sporting Goods, Enjoy Life Foods,
Kaplan Higher Education, Hyatt and other leading brands in the Midwest and East coast markets.

Zcalo Group, CHICAGO, IL 10/2010 05/2012


SOCIAL MEDIA AND WORD OF MOUTH MARKETING AGENCY, PART OF OMNICOM GROUP (NYSE: OMC) AND KETCHUM, ENABLING LEADING BRANDS TO HARNESS THE POWER OF RECOMMENDATIONS BY FINDING, ACTIVATING AND ENGAGING INFLUENCERS ACROSS ONLINE AND OFFLINE CHANNELS. Vice President, Business Development & Marketing

Organized and led brand building and revenue generating efforts to acquire new clients and increase sales to existing customers. Oversaw planning and execution of marketing programs, including awards submissions, events and conferences, digital and social media, public relations, advertising and internal communications. Directed cross-functional teams in responding to RFI / RFP requests and preparing proposals that set the agency apart from competitors while convincing decision-makers to hire Zcalo Group. Charged with increasing 2011 revenue by $2 million. Produced $4.5 million in new revenue (225% above goal). Key Client acquisitions
included: Yahoo, Starz Entertainment, Solo Cup, USFRA, Rotary International, Papermate and Experian Automotive. Developed a sales pipeline that generated 125 opportunities in 2011 with 65 formal pitches and a win rate of 57%. Produced and co-led the first-ever Social Media Week Chicago, a week-long conference that included 80 events, 30 venues, 200 speakers and 7,200 registered attendees. Conference exceeded program goals by over 400%. Planned and implemented the companys first integrated annual marketing plan to build agency awareness, strengthen thoughtleadership, increase interest and consideration among marketers, and drive new business leads. Managed two direct reports and cross-functional teams ranging from 6 to 12 people depending on project scope and needs. Instituted and implemented sales and marketing process improvements including the use of Salesfoce, Basecamp and a formalized new business project management system.

Richard A. Taylor Experience Continued...


IPSOS INSIGHT, INC, CHICAGO, IL 11/2007 - 11/2009

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Global research firm with $1.5B in annual revenue specializing in marketing, advertising, brand loyalty, public affairs, and forecasting. Operates in 53 countries and employs 10K staff.
Director of Business Development Ipsos Observer Charged with increasing annual sales and profits for North America custom research and data collection operations. Created and managed a successful marketing and sales campaign utilizing email, telemarketing, and social media; reported to the division President. Spearheaded the design of an improved communications strategy and more effective sales collateral, tools and templates.

Diagnosed key barriers to sales growth, including overpricing of Ipsos products by up to 25% compared to competitors. Exceeded annual project opportunities goal by 135%, generating $5.5M in proposals, and producing $550K in new business revenue. Expanded company sales by developing a database of 1800 targeted companies, segmented by marketing/sales process phase, that determined the appropriate messaging and activity required to advance the sale. Increased profits by achieving a 10% increase in proposal win rate through creation of new pricing and offer strategy. Designed a targeting and messaging strategy to more quickly and effectively reach decision makers, securing 100+ social media referrals, and increasing response rates to cold calls by 28%.

INFORMATIVE, INC., CHICAGO, IL 3/2006 - 6/2007

Innovative software company with $50M in annual sales. Patented technology enabled leading brands to use online customer communities to identify and prioritize innovation opportunities. Acquired by Satmetrix.
Vice President Sales Midwest Region Spearheaded software business development efforts to expand product use into Midwest Fortune 1000 brands. Articulated a successful targeting strategy and built a database of 1500 marketing, product development, research, and IT decision makers across a variety of industries. Created and managed a multi-channel sales and marketing plan encompassing telemarketing, email, and social media channels. Reported to the Senior Vice President of Sales.

Generated $3.5M in annual opportunities by architecting a marketing strategy and sales plan that drove a 15% increase in leads. Produced $650K in new revenue by solution selling project engagements with Capital One, Barilla USA, Feld Entertainment, Wyeth Healthcare, and The New England Consulting Group. Designed sales collateral, presentations, proposal templates, and case study examples that demonstrated the ability of Informatives Customer Community platform to increase customer loyalty (Net Promoter Scores) and generate positive word-of-mouth.

GROUNDWORK ADVERTISING, CHICAGO, IL 3/2001 - 12/2005

Advertising and direct marketing agency built from start-up to $1.5M in annual revenue. Merged with Hoffman York.
Owner CEO Drove all aspects of business including marketing, new business development, account management, strategic planning, outsourcing and procurement of supplier services, P&L, hiring, and quality control.

Multiplied annual sales from $500K to $1.5M, a 300% increase. Authored successful communications campaigns for Fifth Third Bank, Advocate Healthcare, W.W. Grainger, Quality Flags and other brands that produced exceptional increases in brand awareness, purchase intent, traffic, customer acquisition and loyalty. Successfully negotiated the merger with Hoffman York and transition of our operations in 2005.

ADDITIONAL EXPERIENCE
GASPEDAL, LLC, CHICAGO, IL 3/2010 - 7/2010 Consulting Contract: Vice President, Membership ROBINSON & MAITES, INC, CHICAGO, IL 3/1998 - 3/2001 Senior Account Director AMERITECH CONSUMER SERVICES, HOFFMAN ESTATES, IL 3/1996 - 3/1998 Senior Manager of Marketing and Communications LEE HILL, INC., CHICAGO, IL 3/1994 - 3/1996 Account Director LEO BURNETT USA., CHICAGO, IL 12/1990 - 3/1994 Media Supervisor

EDUCATION
Bachelor of Arts in Advertising, Michigan State University, East Lansing, MI 1990

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