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Marketing Consultant

Specialist & Consultant

Boring sucks. Award winning  marketing pro and action sports  veteran. Strategic experience  including social, PR, digital media,  events, working with celebrities  /athletes, product placement,  grassroots & guerrilla marketing  techniques, merchandising, POS  and packaging.

•	Developed sales plan, affiliate program, rebrand and positioning for UK startup: FitnessGenes.
•	Marketing lead for trainers representing Clint Eastwood, Morgan Freeman and Mark Walberg.
•	Consulted with Red Bull and their High Performance team with strategic product offerings.
•	Negotiated partnership with Smithsonian Institute to create the Lakota Winter Counts online project, winner of a Webby.
•	Managed re-launch of BettyCrocker.com (select online elements) for General Mills.
•	Managed tradeshow campaigns for Target corp.
•	Managed the benchmark campaign for the Food Network show: Iron Chef resulting in the highest ratings ever for a food Network show - 8.4million. 
•	Redesigned and packaging for CPG startup, resulting in mass-market C-store acceptance.
•	Successfully implemented a test program at C-store locations that resulted in a nation-wide rollout.
•	Established a grassroots, talent-training program for guerrilla marketing, based in New York City.
•	Managed multiple nationa

Strategic oversight of all marketing functions including, but not limited to, PR, Product, Digital (Apps/Web), Event Marketing, Celebrity Relationships, Social Media and MarComm.
Highlights:
• Aligned a scattered product portfolio to align with a singular company goal.
• Developed new Product Kit that became a top-three seller at a previously unsuccessful, higher price-point. Kit promo video won a Bronze Telly Award.
• Managed most successful app in company history with a 6x increase in engagement due to planned viral components.
• Executed the biggest stage competition in company history complete with celebrity host, judges, international contestants, and celebrity photo shoot. Event promo video won a Bronze Telly Award.
• Developed a PR strategy to combat negative press, resulting in minimal backlash from community and stockholders.
• Spearheaded initiative to define a digital platform to replace marketing materials, resulting in a 1.5MM annual savings.
• Managed move from live one-sided conference calls to on-demand podcast resulting in 50K+ cost savings while improving quality and attendance (listens).

Director Of Marketing

Building the brand through social media (global), PR, advertising, events, etc. Driving all connections to a point of action, friend/fan/follow/try/buy. Creative direction of all websites, print and photography. Direct liaison between media, athletes and celebrities.
Highlights:
• Managed global launch of over 50 Facebook pages in multiple languages with consistent branding and conducted a “clean-up” program with Facebook corporate to remove TM violators.
• Orchestrated a massive, new, multi-language global website with regional activation flexibility.
• Re-tooled branding for global consistency that maintained regional effectiveness through the documentation of repeatable best practices.
• Instituted affiliate marketing programs that had no/low-cost to our brand while leveraging the database of others with targeted messaging that resulted in an average 24% close ($2500 ASP).
• Created retail roll-out program that resulted in double the forecast at the largest retailer.
• Managed PR efforts including events, athlete & celebrity management, media communications, press launch events, contracts and appearances with a miniscule budget.

VP Brand Connection

Working with the Spinning brand and passionate group instructors was nothing short of amazing.
Highlights:
• Produced and co-managed an award nominated infomercial.
• Orchestrated a product placement and seeding program with products appearing on the Biggest Loser, Chuck, Target advertisements, and with celebrities and athletes.
• Instituted a robust Facebook marketing program that tripled the number of fans.
• Structured online strategy for SEO, Adwords, Shopzilla, Yahoo, MSN and more.
• Instituted affiliation program with iTunes, Amazon, Red Bull, Garmin and more.
• Created multiple social networks including custom sites, Twitter and Facebook.
• Successfully restructured catalog and all print production to reduce spending by 24%.
• Oversee an effective MarComm operation that sends out an average of 800k email per month.

Marketing Director

What happens when you mix young men, action sports mentality and guns? It was basically a high-octane action movie! Cybergun is the world's largest provider of Airsoft replica guns. If you haven't heard of "airsoft," it is a paintball-like game but using 6mm plastic BBs and hyper-realistic guns and gear. Controversial? You bet! Fun? Absolutely.
Some Highlights:
 • Initiated and executed custom planogram program utilized by both major and independent retailers.
• Directed all facets of 2006, 2007 catalog while maintaining budget and production guidelines.
• Directed research into new methods for postal delivery, resulting in a 43% reduction in fees.
• Successfully placed products in several key movies and television shows at no cost.

Sales & Marketing Manager

I've been part of F8 for several years and have been involved with helmet/protection standards and authoring standards for Airsoft guns and ammo.

F8 Subcommittee Author

Ad agency environment at a boutique level. Long hours, personalized work, and the wearing of many hats is the status quo. As an AE, my job was to convey the desires of the client to the creative team and to manage projects in a seamless capacity. Write copy, designing retail fixtures, and art directing photography were all additional skills utilized in this position although not typical in an AE role.
Highlights:
• Led a groundbreaking experiential campaign for Wal-Mart the resulted in a 3x lift in sales.
• Manage an industry-leading fixture development program for Polaris Industries.
• Scripted, managed, and directed a “Retail-tainment” video for Wal-Mart, contributing to optical product sales significantly exceeding forecast.

Account Executive

Worked on promotional materials for various regional events including "Crashed Ice."

Ad agency work

Grassroots, Guerrilla and Ambush marketing at it's finest. This position was responsible for managing all aspects of each campaign. Responsibilities included working with creative team on concept and execution, interviewing and hiring street teams, logistics and communications with both street teams and client.
Highlights:
• Managed the benchmark campaign for the Food Network show: Iron Chef resulting in the highest ratings ever for a food Network show - 8.4million. 
• Established a program specific talent-training program, based in New York City.
• Managed multiple national teams and training for the pharmaceutical product: Pepcid Complete.

Account Manager

Global PLM (Product Line Manager) for accessories including Hockey Bags and protective, Soccer protective, volleyball protective and more.
Highlights (yes... besides working for the Swoosh.):
• Directed design of the first Nike hockey glove, worn by Sergei Fedorov in the 1997 Stanley Cup.
• Directed creation of the shin guard line worn by most players on the USA National Soccer teams.
• Managed the first category to ever use Nike Air outside of the footwear.

Global Product Line Manager

Product Manager

It doesn't get much better than this... driving around the Midwest in the Rollerblade van, holding demos and clinics, handing out shwag... it's all good. A great first 'industry' job. This is the job that gave me the foundational frame of reference I use to this day when it comes to experiential and grass roots marketing.

Grassroots: Demo Van Driver

See the world? Check. After 5 years of active-duty service I can say that the promise is true. I've been above the arctic circle, through both the Ditch and the Canal, crossed the equator, been to Cuba, hunted drug runners and helped keep the gulf stable during the first Gulf War.

Aircrew / Rescue Swimmer

Find out detailed information about Fred Heim, Marketing Consultant in OC, CA

Fred Heim: Marketing Consultant in OC, CA

Fred Heim

MCAD Minneapolis College of Art and Design