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MICHAEL ANDERSON

1340 North Claremont Avenue, #2R • Chicago, IL 60622 • (347) 546-8599 • mchlanderson@gmail.com
INTEGRATED MARKETING PROFESSIONAL HIGHLY SKILLED AT
M U L T I P L A T F O R M C A M P A I G N S

B R A N D I N G

R E S E A R C H

&

A N A L Y S I S

CORE COMPETENCIES
Marketing Strategy to Execution Team Leader and Motivator Broad Marketing Toolkit Expert Researcher/Analyst Multiethnic Marketing Major Brand Experience Solid Web 2.0 Base Campaign Leadership Regional to National Focus

PROFESSIONAL PROFILE
Strategic marketing and branding specialist who has applied bold creative vision to major consumer brand campaigns stretching across print, broadcast and online media.

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Over 10 years campaign stewardship, client management and research/analysis experience for major clients and brands including Procter & Gamble, Campbell’s, Capital One, Anheuser-Busch, Converse, American Apparel, Ace Hardware, Chicago Transit Authority, among many others.

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Planned, executed, audited and optimized major media campaigns with eight-figure budgets and in strict accordance with client brand objectives. Developed a strong foundation in research and analysis, linking an understanding of data with client brand planning and effectively utilizing techniques including data segmentations, cross tabs, reach and frequency, and consumer behavior research, with an applied knowledge of syndicated metrics such as MRI, Scarborough, Nielsen, comScore, Claritas, Gallup, Media Audit, and Media Intelligence/CMR.

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Marketed consumer and apparel brands within a diverse category spectrum, including financial services, travel, fashion, education, gaming, and lifestyle. Spearheaded project management successfully overseeing the development of marketing collateral, media kits, comprehensive sales presentations and promotional campaigns. Managed and mentored marketing and project teams.

CAREER HIGHLIGHTS

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Tapped to lead Newspaper National Network’s (NNN) entry into the online arena, integrating the web into all campaign strategy and diversifying the company’s revenue base. Rolled out national media plans totaling $11MM for P&G, Campbell’s, and other brands; managed Capital One’s $14MM brand and retail campaign, including leading media relations, auditing and creative trafficking teams. Introduced a dedicated market research and analysis to the Chicago Reader’s media sales business, solidifying client relationships with major brands and delivering double-digit revenue growth. Created winning multiethnic marketing strategies at the Tribune Company and managed a six-figure promotional budget for the Chicago Tribune; applied special focus on the Latino market, including performing all market research for Hoy, Chicago’s first Latino daily.

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Led the national rollout for Ace Hardware’s corporate advertising program, servicing over 2,400 retail outlets across the US. Multiple award-winner, including the 2006 and 2007 Quarterly Awards at NNN and the 2003 Publisher’s Award and

MICHAEL ANDERSON
1340 North Claremont Avenue, #2R • Chicago, IL 60622 • (347) 546-8599 • mchlanderson@gmail.com
Business Development Award at the Tribune Company.

EMPLOYMENT HISTORY
Newspaper National Network (New York, NY) | 2006—2008 Senior Account Manager | 2007—2008 Account Manager | 2006—2007 Ruxton Group/Chicago Reader (New York, NY; Chicago, IL) | 2004—2006 National Account Executive | 2005—2006 Regional Account Executive | 2004—2005 Tribune Company (Chicago, IL) | 2001—2004 Senior Marketing Analyst | 2003—2004 Marketing Analyst | 2001—2003 Newspaper Services of America (Downers Grove, IL) | 1998—2001 Senior Media Analyst | 2000—2001 Account Supervisor | 1999—2000 Media Coordinator | 1998—1999 MAN Marketing (Lisle, IL) | Account Coordinator | 1997—1998

EDUCATION
Southern Illinois University (Carbondale, IL) | BA in Radio/TV Marketing | 1997