Gary Van Zandt Resume


Gary Van Zandt

Redondo Beach, CA  90278-4721

Office:  424/242-6000  •  Mobile:  310/487-3303   • E-Mail:  mail@garyvanzandt.com

Linkedin:  linkedin.com/in/garyvanzandt

 


 

MARKETING & SOCIAL MEDIA PROFESSIONAL

Regional / Field / Retail / Franchise Groups

~ Marketing Communications ~ Sponsorships ~ Promotions ~ Merchandising ~ Sales

 


A marketing and social media professional who uses leverage to create unique marketing strategies, advertising campaigns, sponsorships and promotions for franchise associations.  Recognized for ability to work with franchisees and franchisors with strained relationships to establish exceptional long-term working marketing groups.   Proven expertise in creating, managing and designing multi-platform campaigns for Mercedes-Benz, Toyota, Midas, Alfa Romeo, Clarion Car Audio, Wienerschnitzel, Conroy’s Flowers, Farr Industrial Filters (B2B), Mattel Toys, Household Finance, Mission Foods, Port of Los Angeles (B2B), and the Disneyland Hotel & Resort. Known for consistently creating value-added strategic planning and problem-solving initiatives while building income potential and reducing costs. Directed budgets from $2M – $44M and managed up to 50 people.  Expertise includes:

  • Key Account / Client Leadership & Relationships
  • Account Communications & Presentations
  • Account Sales Generation
  • Sponsorships, Promotions and Merchandising
  • Event planning and Execution
  • Budgeting and Financial Discipline

 

 

EMPLOYMENT BACKGROUND AND ACCOMPLISHMENTS

MERCEDES-BENZ DEALERS OF SOUTHERN CALIFORNIA – Los Angeles, CA (1999 – 2010)

The Mercedes-Benz Dealers of Southern California was a not-for-profit California Corporation purposed with advertising, promoting, marketing and merchandising new Mercedes-Benz vehicles and services in greater Southern California (24 dealerships; 5 DMAs)

 

Regional Marketing Director

Lead marketing efforts and sales results for Mercedes-Benz Dealers and their $40M/year advertising, promotional, marketing and merchandising efforts, with 100% accountability and transparency.

 

  • Created and executed the first-ever M-B Memorial Weekend Sales Event using a multi-platform approach to reach consumers, resulting in 22% increase in E-Class sales over the same period the previous year.  Its success led MBUSA to create regular semi-annual sales events.
  • Planned and executed bi-annual consumer focus groups.  Based on that data made strategic recommendations leading to the direction and production of local, customized multi-media creative campaigns including the use of Hollywood celebrity Eric McCormack as radio talent
  • Conceptualized and directed development and distribution of “The Mercedes Star” – a special 16-page multi-channel consumer promotional piece featuring all 16 Mercedes-Benz vehicle classes.  This led to 32% increase in dealership traffic the week following distribution.
  • Planned and executed quarterly and annual business meetings, writing regular Association correspondence and indoctrination materials for new members. Successfully kept the Association intact through five changes in corporate leadership.
  • Successfully introduced locally the GLK- and GL-Class SUVS, exceeding initial sales and market share projections for each
  • Developed and executed annual custom multi-media, consumer events, sponsorships and promotions in partnerships with top local radio stations including Pageant of the Masters, Wave Fest and Legends in Concert that became MBUSA’s largest consumer lead generators.  Created the Mercedes-Benz Cross Town Battle, which later became the Lexus Gauntlet.

 

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TABLETOP INTERNATIONAL, INC. – Long Beach, CA (2008- 10)

Tabletop International was our family-owned retail business specializing in fine, crafted silverware, linens, handmade glassware and other elegant dining and table luxuries from around the world.  My wife and I were co-owners of the business until forced to close because of rising rent and ruthless online and big-box competition.

 

Marketing/General Manager

Responsible for the marketing for our family-owned business.  Consolidated four poorly-organized collections of customer information into one precise direct mail list which was used for monthly mailings.

 

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 DOIG, ELLIOT, SCHUR INC. – New York, New York/Los Angeles, CA (1996 – 999)

Doig, Elliott, Schur was a small, $15M, full-service, independent New York agency selected by the Dealer Association in 1995 to be its local advertising agency, retaining the business until dissolving in May 1999.

 

Account Supervisor

Responsible for their $12M Mercedes-Benz Dealers of Southern Californiaaccount including all Off- and On-Line advertising, promotional, marketing and merchandising efforts.

  • Planned and executed several series of consumer focus groups, then based on that data, directed the production processes from concepts to completion of local, customized multi-media creative campaigns (TV, radio, print, direct mail, outdoor and On-Line) featuring prominent Hollywood celebrity Cybill Shepherd. The results of the first campaign was amongst the most effective ever measured by Communicus, with local purchase intent climbing 23%
  • Planned, constructed, implemented and maintained the MBSOCAL.com — the first-ever Dealer Association web site in the country, which rapidly became the Association’s sales-lead hub
  • Successfully introduced locally the M-Class SUV and SLK-Class Roadster, exceeding sales and market share expectations for each

 

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 PACIFIC COMMUNICATIONS GROUP – Torrance, CA (1995)
Pacific Communications Group (PCG) is a small, independent marketing communications company that’s now known as PCG/CVampbell.

Account Manager

Responsible for marketing communications for Yokohama Tires and Casio/Phone Mate. Covered Yokohama motorsports.

 

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 CONROY’S/1-800 FLOWERS - Long Beach, CA (1994)

Conroy’s was the leading floral retailer and provider of thoughtful gifts for all occasions.

Marketing Manager

Responsible for Conroy’s corporate and dealer group marketing. Created their first Local Store Marketing Program.

 

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KRUPP-TAYLOR – Los Angeles, CA (1993)
Krupp-Taylor was one of the largest independent direct response agencies in the nation, with annual revenues of $40M.

Freelance Account Executive

Responsible for the Household Finance account in the absence of the regular A.E., who was on a long-term leave. Provided planning and production of direct mailings and database refinement. Worked on production of HFC’s first-ever TV spots from a previously direct mail-only agency.

 

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 WRG Logo

WELLS, RICH, GREENE, INC. – New York, NY/Los Angeles, CA (1986 – 92)

Wells Rich Greene, based in New York, was the world’s eighth-largest advertising agency.

Regional Account Supervisor

Responsible for the Agency’s $25M/year Midas account including the planning and execution of annual, multi-media marketing plans in 11 Western states (Alaska, Arizona, California, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming)

  • Created and implemented Midas’ annual “I Brake for Kids” promotion that reached consumers with more impact than traditional advertising, resulting in an average 27% increase in regular store traffic in the last two weeks of August and first two weeks of September.
  • Introduced Midas’ first-ever service discount couponing ($- and/or %-off brakes, muffler and front-end services)

 

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EDUCATION
BA, Public Relations/Sports Information, USC, Los Angeles, CA

 

LANGUAGES
Conversant Spanish

 


2 Responses

  1. Greetings,
    I work for a company that needs a good sales man and I remembered our conversation in that restaurant in Cerritos. Please call me so we can see if this job would be a good fit for you.
    Gary Rawlings
    (562) 889-6669

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