MARTIN R.

WELLING
Murrieta, CA 92562 (H) 951.894.4459 (M) 951.970.7489 martin.wel@verizon.net

EXECUTIVE PROFILE Highly successful, visionary leader with twenty-year track record in leading creative and operation groups to exceptional performance. Expertise encompasses strategic leadership, product development, art direction, vendor and partner relationships, P&L and operations management, and personnel management and development. Repeatedly drives competitive advantage through effective leadership style; consistently challenging existing tenets, never settling for complacency. CAREER CHRONOLOGY THE UPPER DECK COMPANY, Carlsbad, CA An award-winning, global leader in sports and entertainment trading card games and collectibles. 1992 2010

CHALLENGES Limiting Silo-Mentality Lack of Unity & Collaboration amongst Cross-Functional Groups Lost Accountability to Operational Costs Acceptance of Status Quo and Average Performance Standards Long Product Development Cycles SENIOR VICE PRESIDENT, CREATIVE SERVICES, 2002 2010 LEADERSHIP ACHIEVEMENTS Drove product innovation and development for hugely successful creative business unit; overseeing leadership team of 8 to 15, 100-150 employees, and annual operating budget of $10M. Continually challenged status quo and acceptance of average performance standards; achieving turnaround results in all areas of creative development and operational efficiency. Interrupted counterproductive silo-culture; facilitating enterprise-wide culture shift embracing a shared vision, organizational unity and cohesion, and accountability needed to sustain prominence in a highly competitive industry. Elevated performance and accountability; establishing key tenets and clear performance targets for all development areas including graphic design, photography, copy, and preproduction. Challenged leadership staff to identify specific goals and leave their mark, continually driving, but supporting, each leader to stretch beyond preconceived limits about what is possible, executing stellar performance results year-after-year. BUSINESS DEVELOPMENT SUCCESS Led the creative product development of sport and entertainment trading cards and trading card games; catapulting successful introduction of more than 100 new products across a dozen brands each year. Shrank product development turnaround timeline by 35% from 40 to 26 weeks; overhauling product development process by fully defining tasks, establishing stretch durations, and requiring strict adherence to milestones. Captured consistent prominent placement and superior recognition results in a cluttered retail space; creating branding style guide for a dozen brands to ensure designers accurately understood all marketing and retailer branding needs. OPERATIONAL PERFORMANCE RESULTS Sliced budgets of both preproduction and photography acquisition; challenging the need to perform tasks that were not providing quality or value to customers. Eliminated wasteful time invested on managing unacceptable creative deviations; developing a clear understanding of core responsibilities and non-negotiable brand attributes with creative personnel. Minimized inconsistencies in materials management; introducing an embedded design sequence and best practices to establish consistency in raw materials usage. Established and mandated preproduction, manufacturing, and material guidelines and acceptable tolerances with manufacturing vendors; dramatically reducing operational costs by ensuring a clean handoff with no up charges or delays due to misunderstandings or unusual applications. Instilled open, free-flowing, and transparent style of communications with all vendor groups; directly impacting operational improvement and efficiencies across all platforms. Reduced costly inconsistencies impacting international communications; developed international guideline document to accurately communicate product specifics and standards, streamlining production of new products and distribution in Europe and Asia.

MARTIN R. WELLING (H) 951.894.4459 (M) 951.970.7489 martin.wel@verizon.net

PROFESSIONAL EXPERIENCE Continued, Page 2

VICE PRESIDENT, CREATIVE SERVICES, 2000 2002 LEADERSHIP & OPERATIONAL PERFORMANCE ACHIEVEMENTS Directed Operations and Marketing groups; overseeing leadership team of 8 10 direct reports and annual operating budget of $5M. Forged solid infrastructural foundation for success; judiciously selecting and developing leadership team. Empowered leadership staff through ongoing coaching, mentoring, and guidance. Oversaw development of 100-150 projects annually; managing ten large-scale projects concurrently at any given time. Drove on-time completion of two large live projects weekly; ensuring the highest quality of product delivery. Reduced annual labor costs 50-percent; moving production and development work in-house. DIRECTOR, CREATIVE SERVICES, 1997 2000 LEADERSHIP & OPERATIONAL PERFORMANCE ACHIEVEMENTS Slashed creative costs $3M to $1.2M within 18 months; by establishing sport teams and moving production and design functions in-house. Decreased overtime labor costs by 30% while successfully managing 7% product growth; holding leadership team accountable for prudent workflow design, best talent utilization, and adherence to talent management best practices. MANAGER, CREATIVE SERVICES, 1994 1997 SENIOR DESIGNER | ART DIRECTOR, Football and Basketball Product Lines, 1992 1994

EMERALD PUBLICATIONS Rancho Santa Fe, CA A national financial marketing company. VICE PRESIDENT, 1989 1992 CREATIVE DIRECTOR, 1986 1989

1986 1992

Directed product development, production, and delivery of print and multi-media products; overseeing staff of four and operating budget of $2M. Managed all aspects of creative development, photography, advertising, infomercials, and print production.

EDUCATION Associate of Arts, Palomar College, San Marcos, CA Fine & Applied Arts, Brigham Young University, Provo, UT