Mike Cusimano: in , CA

Managed marketing of digital solutions for retail websites. Led the B2B marketing strategy, positioning, planning, campaign development & execution. Partnered closely with Product Development, Sales and PR for product launches, sustainment and enhancements to support revenue goals. Maintained a 360 degree perspective of the industry, the competition & voice of the customer.

Developed marketing strategy, national campaigns and in-market advertising to improve perception of the brand, acquire a new audience and increase web traffic. Aligned media & messages with key sales cycles, PR and editorial events. > Launched integrated & targeted brand, content & segment marketing. > Executed campaigns and website enhancements that increased web traffic to KBB.com by 30%. Directed a $55M+ annual budget and managed creative production, media planning, NASCAR sponsorship, ad agencies and social media. > Launched TV/digital/social/native brand campaigns, including “New Car Smart”. Managed a team and three ad agencies to establish and an always-on roadmap with unique creative for each channel. > Led Kelley Blue Book’s Facebook, Twitter & Google+ organic and paid social efforts, managing one Social Media Coordinator. Analyzed KBB.com performance metrics and adjusted digital strategies to reach traffic goals.

For Toyota 4Runner, FJ Cruiser and Yaris: Planned and executed marketing strategy, communication planning and product life-cycle management. Led communication, campaign development and media planning while managing a $40M+ annual budget. > Determined niche vehicle market positioning, target buyer, and model packaging by conducting extensive market research and developing customer insights. > Applied strategies that contributed to over 90K 4Runners sold in 2015 and over $1B in profit to the organization (100% increase over 2014). > Developed a new model refresh known as the 2017 “TRD Off-Road” to expand consumer interest and vehicle sales. > Developed and guided all external communication: Toyota.com, Brochures, manuals, Monroney Labels, etc. > Led ad agencies & business partners to develop advertising across TV, digital, social and direct marketing. > In 2015, developed and executed an Effie Award winning TV / Digital & Social Campaign: “Keep It Wild”.

Led planning, production & distribution of vehicle advertising assets used in national, regional and dealer media. > Planned and executed: film shoots, retail point of sale, ad claims, photography & digital images to align with key vehicle launches, refreshes and national campaigns, including “Toyotathon”. > Directed an annual production budget of $5M+ while leading marketing projects, teams and agencies. >Supervised national dealer association advertising co-op program: annual budget of $260M with $850M in media spending.

Project Manager, lead designer and innovator for a web application that maintains automotive technician student registration and tracks their academic performance. > Managed an internal IT team for a complete re-design of a cloud database driven application. Conducted on-site training at Toyota Regions, Area Meetings and Universities.

Managed a custom CRM & marketing database for Toyota’s Industrial Equipment division. > Championed digital processes to leverage customer information to create targeted marketing and incentives.