Very happily employed, thank you, but here’s a PDF of my resume.
JOSEPH D. HAGE
Web site: joehageonline.com
PROFILE
Wharton MBA and classically trained senior marketer perfect for thought leadership roles that require high energy, new ideas, teamwork, flawless planning and execution. Can leverage broad marketing experience in consumer goods (Kraft Foods, Campbell Soup), advertising, consulting, direct, web, and online marketing.
AREAS OF EXPERTISE
• Marketing strategy
• Crisp marketing communication
• Social media + blog
• Bold, innovative thinking
• Website development
• Complete brand experience
• Brand positioning
• Internet marketing
• Direct marketing
• New product development
• Acquisition + retention
• Advertising in any medium
• Public relations
• Creative development
• Increasing lifetime value
EXPERIENCE
CARDIAC SCIENCE, a publicly-traded medical device company in Bothell, WA
Director of Marketing Communications, 11/07 – Present
Bringing fresh thinking to traditional medical equipment sales. Raised overall awareness of Cardiac Science, its offerings, and increased sales and goodwill through clear communications and a more approachable brand.
• Consolidated three disparate sub-brands under one corporate umbrella, dissolved all prior logos, recast 100% of Cardiac Science’s collateral into the new brand within first year. Introduced new concepts at global sales meeting; won early and consistent support from the Sales team through transition.
• Won approval to “start over” and build a completely new Web presence for the company – on time and on budget. Oversaw all phases of Web development and introduced Cardiac Science to social media.
• Championed a blog, Twitter, Facebook, YouTube, LinkedIn, several online strategies, and achieved page one Google rankings within months of Web launch. Blog now third most visited section after homepage/contact us.
• Generated $150,000 in incremental sales with a first-of-its-kind online promotion for 700 distributor reps.
• Became the company’s early Salesforce.com “super user.” Worked on the contract, business requirements, data migration, data integration, training, and company-wide adoption of the system.
• Identified, set up an outbound telemarketing firm; supported campaigns with ROIs exceeding 100 percent.
• Introduced dozens of new concepts and pieces including new corporate and channel brochures, an eight-page promotion in a trade magazine that garnered 100 quotable endorsements from key distributors, first-ever video content, and direct marketing concepts worth hundreds of thousands in new business.
• Conceived and wrote (in house) advertising to support 10 products in several vertical market segments.
• Led the Marketing Communications department of four. Managed a multi-million dollar budget.
• Co-captained the company’s Heart Walk effort to its greatest participation and fundraising levels ever.
SAFECO, a Fortune 500 property and casualty insurance company in Seattle, WA
Assistant Vice President of Marketing, 7/06 – 9/07
Led marketing for Safeco’s $4-billion personal insurance division (65% of revenues). Developed and executed comprehensive programs to support auto, homeowners and other insurance products for individuals.
• Identified as a high-potential employee within six months of hire.
• Conceived a unique-to-the-industry insight and led a cross-functional team to make it a reality. The scope helps retain 10,000+ who change addresses each year.
• Trademarked four concepts, one of which may be patentable and may change the way products are sold.
• Recommended a process innovation that may increase cross sales of a product by 400%.
• Authored a 60-page, industry award-winning playbook to help our agents better understand Safeco, the products and markets we support and where we are most competitive.
• Persuaded Safeco to share more about our pricing methodologies with our agent partners. Produced three guidebooks (240,000 total circulation) to rave employee and agency reviews. Won industry recognition.
STOCKPOT, a $100-million Campbell Soup Company in Woodinville, WA
Director of Marketing, 10/04 – 7/06
Reported to the President with responsibility for directing all branding, positioning, advertising, public relations, direct marketing and interactive efforts. Exceeded plan by 25% in first full year while cutting 25% of the budget.
• Generated $100,000 to $400,000 in new business by conceiving and executing the first-ever StockPot culinary conference for 10 major universities, including Harvard, Stanford, and Duke.
• Delivered $100,000 in new business from the concept, development, and execution of an integrated direct marketing plan including direct mail, print and online media, sampling, and telemarketing.
• Enhanced the relationship with the largest US foodservice distributor by presenting prepared soup as a strategic imperative at the national Innovation Conference. Won approval to launch a Sysco-endorsed national marketing program to all regional businesses.
• Doubled StockPot’s earned media coverage versus year ago by nurturing relationships with, and delivering programs to, trade publications. Supported 20+ new products with these programs, a new advertising campaign, and initiatives targeting operators, brokers, and distributors.
• Built a solid marketing organization structure and the skills to deliver world-class competence.
MRA, a $60-million marketing agency in Syracuse, NY
Vice President of Direct Marketing, 7/03 – 10/04
• Managed direct and email marketing campaigns for Sallie Mae, Kinko’s, consumer and technology companies.
• Conceived a “variable campaign” (the first ever of its kind for the agency), a huge success for our client.
• Signed a $500,000 account and developed relationships with several major nationally recognized companies.
MARKETING CONSULTANT in New York, NY
Various Projects in Consumer Marketing Strategy and Execution, 10/00 – 7/03
• Advised The Dannon Company with 2004 marketing plans on their flagship yogurt business.
• Delivered a complete assessment for a $100-million direct-access brokerage. Gained approval to close division and save $1 million annually. Developed metrics, sales compensation, deliverables and timelines.
• Led branding, positioning, and strategic planning for an online greeting card site. Won Board approval to streamline and save $250,000 annually. Developed prototypes, conducted usability studies. Managed team.
1-800-FLOWERS.COM in Westbury, NY
Director, Relationship Marketing, 7/99 – 9/00
Increased year-over-year customer frequency 15% by integrating direct and email marketing into the media plan.
• Developed and executed $6-million relationship marketing plan, with volume and spending accountability. Persuaded top management to adopt strategic changes to become cash flow positive by fourth quarter, 2001.
• Directed all retention-based programs including all direct marketing and email programs, new customer welcome, and best customer initiatives. Directed acquisition-based programs including recipient programs.
• Managed, trained, and motivated department of 12 Relationship Marketing professionals.
KRAFT FOODS, INC. in Rye Brook, NY
Brand Manager, Kool-Aid, Ready-to-Drink Kool-Aid, 1994 – 1999
Set objectives and strategies for 2000 marketing plan. Refocused division on ready-to-drink strategic role.
• Recommended fundamental shifts in advertising, merchandising, promotional, and packaging plans.
• Led consumer research and uncovered new insight, which became the foundation for new brand positioning.
• Made strong case, and won management support, to discontinue a $500,000 profit-generating business.
Brand Manager, New Product Development, Jell-O Trademark
Cultivated new product opportunities, including highly successful Oreo flavor introduced in 2001.
• Managed $30-million new product launch. Directed tech research on product development; the agency on positioning and copy strategy; sales and promotions on execution; packaging on strategic communication.
• Conceived and tested new product concepts, which scored among the highest in the trademark’s history.
• Grew channel volume (club stores +10%, military +15%) with improved programming and forecasting.
Associate Brand Manager, Lender’s Bagels
Assistant Brand Manager, Post Cereals
MBI, INC., a $350-million direct marketing company in Norwalk, CT
Associate Program Manager, 1992 – 1994
HSBC, Marine Midland Bank, N.A. in New York, NY
Financial Officer (promoted from Financial Associate), 1988 – 1990
EDUCATION
THE WHARTON SCHOOL, University of Pennsylvania in Philadelphia, PA
Master of Business Administration, Marketing and Finance May 1992
• Actor and writer, Wharton Follies
STERN SCHOOL OF BUSINESS, New York University in New York, NY
Bachelor of Science, Magna Cum Laude, Finance and Economics June 1988
• Exchange student, British and Spanish study programs, 1985-86
