Frank David Carvalho is a strategic marketing and communications leader recognized for award winning initiatives over 20...
FRANK DAVID CARVALHO BRAND MARKETING & COMMUNICATIONS LEADER
● Fanwood, New Jersey 07023 ● 1.917.601.8476 ●
[email protected] ● CATALYST FOR MARKETING & COMMUNICATION INNOVATIONS FOR OVER 20 YEARS Strategic marketing and communications leader recognized for “He truly loves his job and it is demonstrated
by the outstanding results he continually gets. He is a great people manager and is very professional with clients. He is one-of-akind.” Norm Yustin - President Euro RSCG Chicago
award winning initiatives over 20 years that have made fortune 500 & local brands grow stronger while increasing profits and exceeding targets.
Trusted steward of marketing budgets who managed brand portfolio budgets exceeding $35 million, territories consisting of 26 countries, across 14 industries and both B to C and B to B areas
“A deep understanding and appreciation for
Respected adverting industry representative skilled in cultivating brand, and the talent to turn that knowledge ties with media, customers, employees and community while serving on industry bodies as the Advertisers Association, the Adverting Association and the American Chamber of Commerce.
into successful communication strategies and campaigns, make Frank a marketer’s marketer.” Michael Horton - CEO Symblaze
Areas of ExpertIse ► Advertising ►Creative Brand Building ►CRM & Integrated Communication ►Cross Functional Collaboration ►Customer Engagement ► Innovations ► Marketing Strategy Development
► Media Management ► Partner Management ► Promotion & Sponsorship ► P&L Optimization ► Revenue Growth ► Team Building, ► Win/Win Negotiations
“Frank is a very motivating Director who makes sure that both creativity and business results are at the center of all the work he does” Jane Wagner - CEO Saatchi & Saatchi
EXECUTIVE PERFORMANCE HIGHLIGHTS COST REDUCTION
Reduced the costs of marketing communication by -14% YOY while growing share Vodafone
SYSTEM OPTIMIZATION
Saved GM over $3 million creating a new dealer communications structure in 26 countries
BUSINESS GROWTH
Grew the Leo Burnett’s business by 18% and Philip Morris’ business by 22%
CREATIVE ENGAGEMENT
Expanded IKEA’s sales +42 with a Cannes Gold Lion & Grand Prix Effi winning campaign
MARKETING INNOVATIONS
Improved key IKEA’s brand performance by creating a # 1 rated home TV program
SYSTEMS BUILDING
Developed & maintained Hungary’s largest CRM system for a FMCG product portfolio
BRAND IMPROVEMENT
Improved a brand through a branded entertainment initiative for SAB -top 10 music single
CREATIVE LEADERSHIP
Improved brand likeability by 5% with Cannes Silver Lion winning campaign for P&G
VIRAL WORD OF MOUTH
Created a top 10 ten most viewed European TVC which became viral & is still receiving hits
INDUSTRY EXPERIENCE Alcoholic Beverages Automotive Aviation Banking Beverages Broadcast Media Consumer Electronics
Frank David Carvalho
Diageo, SAB/Miller General Motors KLM Nationwide, Boston 5 Coca-Cola UPC, Radio Kolor, Ale Kino SONY, Samsung
FMCG Food Home Furnishing Pharmaceuticals Telecommunications Tobacco
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P&G Keebler, Nabisco, Pillsbury , UB IKEA GSK, Schering-Plough Merck, Novartis Telenor, Vodafone Philip Morris, BAT
Marketing & Communications Expert
PROFESSIONAL HISTORY BRAND MARKETING & COMMUNICATIONS DIRECTOR
Czech Republic 2008-2010
Vodafone, the world's leading mobile company with $1.17 billion revenue & 2200 employees in the Czech Republic
Drove Brand Stewardship by developing & implementing brand strategies & guidelines, providing brand support, leading internal Vodafone brand evangelism & training cross-functional staff
Developed Successful Marketing Communications by managing 6 agencies and other vendors for creation of innovative and effective communications, collaborating with crossfunctional teams to generated new customers and +15% increases in Brand Appreciation indexes
Spearheaded Budget Development by managing a $35 million communications budget for both business to business and business to consumer activities in media planning, events, ATL, BTL, CSR, direct marketing, merchandising, retail, sponsorship, digital, customer experience, & social media achieving growth in priority areas during a recession.
Managed & Developed Human Resources by restructuring, hiring, firing, motivating, & directing a team of 30 FTEs
Managed Department P&L by driving down department costs 26%, by focusing on greater ROI investment, renegotiating contracts with top 10 partners, developing a 33% faster to market campaign development approach and better staff costs management
Drove Cross Functional Customer Centricity by creating a new customer experience function that drove significant changes in communications, customer service and marketing initiatives
Initiated New Revenue Ideation by introducing new major revenue ideas including a location based system for advertising with a 3 year ROI
REGIONAL GROUP BUSINESS DIRECTOR CLIENT SERVICES/REGIONAL ACCOUNT DIRECTOR GROUP ACCOUNT DIRECTOR INTERNATIONAL ACCOUNT MANAGER
Australia Hungary Poland Germany
2011-Present 2003-2008 1996-2002 1994-1996
th
Leo Burnett Worldwide is the 9 largest global advertising network with $1.6 billion revenue & has most recently been awarded the Cannes Grande Prix in 2011
Drove Regional Communication Strategy in Australia/New Zealand/Pacific Islands to create strategy and communications platforms to both consumers and trade that ultimately lead to sales.
Managed Senior Client Relationships for GM CEE, IKEA, P&G, KLM CEE, SONY, Pillsbury, Philip Morris, SAB/Miller, & Diageo driving growth in client satisfaction ratings grew year on year.
Created International Marketing Communications with a combined budget of over $40 million and planned ATL, BTL, Direct, Packaging, Events, Naming, Gorilla and Social Media initiative to drive brand growth and preference.
Managed Regional Businesses by directing marketing communications teams in 26 emerging market countries on 3 brands for GM and 9 countries for KLM, managed the creative development, budgets and reporting for over 2000 GM dealers & ran the Philip Morris business in Romania from 2006 to 2008.
Managed Human Resources of 14 FTEs locally & approximately 50 FTEs virtually region-wide while reducing turnover.
Negotiated Contracts for local & international client and suppliers of multi million dollar proportions
Frank David Carvalho
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Marketing & Communications Expert
Launched New Division called ARC Integrated Communications focusing on CRM, built Hungary’s largest CRM system for a FMCG product portfolio
Managed Client P&L that accounted for 56% of the agency’s revenue
Built Strategic Partnerships with media and Poland’s # 1 commercial network resulting in producing a #1 rated TV Home Furnishing show which ran for 2 years, a market first in branded entertainment
Generated Consumer Interest by creating over 20 award winning campaigns in various categories for TVC, Print, Radio, Direct Marketing, Alternative Media, Effectiveness, & Media Usage.
Grew Business by expanding this company’s operations in the newly emerging Eastern Europe, Middle East & Africa region, a 52 market growth region, by providing communications training, strategy, research, media, creative consulting & analysis which would accounted for 90% of the German company’s client growth at the time . Additionally, increased GM year on year revenue with +80% for additional scope won
EARLY PROFESSIONAL HISTORY Marketing Analyst Trade Marketer Sales Representative Marketing Coordinator Marketing Assistant Research & Sales Analyst
Merck Coca-Cola Nabisco Filene's G & J Greenall Schering-Plough
Pharmaceuticals Beverages FMCG Retail Alcoholic Beverages Pharmaceuticals
Germany Germany USA USA England USA
1994 1994 1990 1989 1988 1986,87
A solid marketing foundation created early on by working in sales, research, trade &marketing in a variety of industries.
LANGUAGES ►English
►German
►Polish
AWARDS ► ► ► ► ►
► ► ► ► ►
1 Gold, 1 Silver and 2 Bronze Cannes Lion 1 Grand Prix Effie, 3 Gold Effies, 2 Bronze Effies Top 10 European Viral AD 2 Grand Prix Direct Marketing Awards Over 20 Individual Creative Awards
Vodafone Global Awards for Best Print, Best Media Agency of the Year CEE 1999-2001 Agency of the Year Hungary 2007 & 2008 Agency of the Year Poland 1997, 1998, 1999, 2000 Rotary International Professional Exchange Award
EDUCATION Master of Business Administration and German Pepperdine University & European Business School Cum Laude
Bachelor of Science-Business Administration – Marketing Northeastern University Cum Laude
INTERESTS
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Traveling, ● Sci-fi
●
Media
● Cultural Differences ●
Scuba Diving
●
New Media
●
Gaming
●
Tennis ●
ENTRPENURIAL EXPERIENCE ► ►
► ►
Bar Owner Creative Freelance Talent Agency Owner
Photography Agency Owner Illustration Agency Owner
REFERENCES Creative: Professional:
www.youtbue.com/FRANKDAVIDCARVALHO Upon Request
Frank David Carvalho
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Marketing & Communications Expert
