Bill is an out-­of‐the‐box, savvy, contemporary conceptual thinker who is creative, with strong written, verbal and presentation skills, combined with the ability to efficiently manage people, accounts and projects from concept to delivery.

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He has worked with major clients and accounts across the US including David & Sons, Nestle, NIBCO, The Walt Disney Company, Universal Studios, and State of California Department of Education, US Housing & Urban Development, several banks & credit unions.  He has also worked for major Newspaper chains including: Gannett, McClatchy, Freedom Communications, Gatehouse and The Dolan Company. 

 

His ability to work alongside senior management from needs assessment, budget planning, conceptualization, cross marketing opportunities, developing unique selling propositions … all focused on delivering results to the client and meeting the needs of the intended target audience, makes him an asset to any project.

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CREATIVE DIRECTION

Over 25 years direct experience working with a variety of clients and products to create Award Winning campaigns.  Working through theme, broadcast and narrowcast, distribution channel relations, marketing to the internal and external audience. Extensive experience with recruitment, classified, real estate, retail, trade and consumer advertising in all forms of media including: print, earned media, promotional packages, packaging, television, video, and web site development. Firsthand knowledge and skill sets for logo design and development, packaging, copy points, copy writing, branding, positioning, strategic planning.  Positioning through media, Internet, trade shows, special promotions and live events.

 

MARKETING & STRATEGIC PLANNING

Quick to analyze a situation, develop a list of deliverables, form the work team and then lead that team of internal and external staff to meet the established deliverables of the campaign. Experience in developing six month, annual and five year strategic marketing and advertising plans. Successfully launching national brands, repositioning brands and reintroducing brands.  Hands on understanding of budget forecast, sales goals and sales training have all been part of my duties.  

 

PLANNING RETREATS

Experienced with structuring and leading strategic planning meetings.  Perspectives and tactics on how to effectively work cooperatively with others, insights on how to effectively execute on your strategic plan.  Can take the role of facilitator, moderator or participant.

 

SALES & TRAINING EXPERIENCE

Extensive experience with internal department sales training development and implementation.  Positioning of services that can be cross-­‐sold by existing sales staff to the internal and external audience.  The ability to isolate, identify and create sales opportunities from within an organization.  Retreat planning, training leadership, and breakout sessions.  Team building, redefinition of resources, right sizing and sales grooming.
 

MANAGEMENT EXPERIENCE

Directly responsible for over $250 million in project budgets, the management of 20 marketing campaigns at a single time. Responsible for vendor relations, retention and recruitment.  Management of staffs of up to 20, and responsible for all financial activities including payroll, overhead, return on investment, sales budgets, overall budgeting and specific department budgeting.  A true self-­‐starter, I have often been called on to identify the problem, present a solution and provide the plan to accomplish specific goals and outcomes. 

 

NEWSPAPER ADVERTISING EXPERIENCE

Responsibility for over $100 million in revenue generation for 37 daily newspapers from Major Metro, midsized markets to the smallest of markets.  Communication and leadership for Regional Vice Presidents, Publishers and Ad Directors.  Successfully increased past business, pitched and earned new business for the newspaper, and development of key relationships in the community.  Developed new pricing models, programs and promotions for Automotive, Real Estate, Employment, Legal, Obituaries and Private Party.  Developed new self-­‐promotion campaigns and building industry awareness.  Leadership roles in developing new rentals and real estate platforms, including all negotiations for third party vendors, content development and inclusion of MLS data feeds from 40 separate Realtor® MLS organizations.

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MOST IMPORTANT

Most important, Bill ensures to have a clear sense of what your business goals are and how you’ll go about determining if you’ve achieved them. This can be measured as strictly ROI, along with other measures equally as valuable.

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Reach out directly to Bill by text or voice at (949) 293-0280 or bcummings@nerus.net.  You can also follow him on Twitter.