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Bob Moler

I am a seasoned artificer of brand strategy, integrated communications, and engaging technology...currently spending my time at Slingshot, LLC in Dallas, TX,

Headline:	Entrepreneur
Skills:	Business, Copy Writing, Design, Graphic design, Guerrilla marketing, Leadership, Management, Marketing, Negotiation, Public speaking, Retail, Sales, Viral marketing, Web design, Writing
Location:	Dallas, TX
Groups:	Online Advertising Professionals (OAP)
Interested in:	Brainstorming, Finding business partners, Finding cofounders, Finding team mates, Meeting new people, Professional opportunities, Promoting my startups, Recruiting for my startup
Tags:	brand innovator, clever, conoco phillips, cpg, creative agitator, dallas, deep business acumen, experienced, frito-lay, idea communication, ingenious, jack daniel's, joe's crab shack, mcdonald's, mission foods, problem-solver, revolutionary, sara lee foods, smart, strategist, texas, tgi friday's

WORK EXPERIENCE

Employer:	PGC Advertising, Inc.
Position:	Management Supervisor/Consumer Package Good, Restaurant, Beer and Technology Accounts
Time period:	January 1998 - Present
Description:	Agency Management • Supervise over $5MM in agency billings with high profile national and regional accounts. • Lead all facets of client business including strategy, consumer marketing and total brand communication. • Direct and develop account teams to manage multiple accounts increasing team’s capacity, proficiency and profitability for the agency. • Contribute to overall agency leadership including new business initiatives, agency organization, account service staffing and employee training. Client Management • Lead client and agency team in strategic and creative development for all aspects of Sara Lee Deli brand marketing including $16MM in national advertising, $7MM in national consumer promotion, new product introduction, consumer research, retailer specific programs and field sales support. • Execution of new brand positioning and integrated marketing plan resulted in +20% product authorizations, +11% pound volume and +19% growth in overall ACV for fiscal year 2003. • Manage and maintain successful five-year relationship with The Gambrinus Company serving as primary agency leader for three beer brands; Moosehead Canadian Lager, Pete’s Wicked Ale and Shiner Beers. • Counsel senior marketing manager and Chief Operating Officer on key strategic iniatives and consumer promotion development for Steak and Ale Restaurants.

Employer:	Frito-Lay Co.
Position:	Product Manager/Retail Innovation - Frito-Lay Co.; Account Director/Frito-Lay - DDB Needham/Dallas (‘94 to ‘96)
Time period:	January 1994 - December 1998
Description:	Consumer Insights & Solutions • Directed consumer research to understand consumers’ attitudes and behaviors in grocery shopping. • Identified key insights and created total store solutions to establish new retail construct for supermarkets. • Insights and ideas presented during 1998-99 FMI functions as supermarket industry innovation platform. Retail Merchandising • Developed cutting-edge merchandising solutions based upon specific consumer usage occasions • Integrated Frito-Lay’s occasion-based merchandising with revolutionary selling approach for efficient placement of products based on store-level consumer demographics. • Resulted in largest merchandising program in Frito-Lay history and delivered 8% pound increase in 1997. Corporate Leadership • Led 1997 Fearless Leadership event, a four-day retreat for Frito-Lay marketing executives to sharpen personal leadership skills and re-energize team morale. • Managed an all-volunteer team of peers in the design of the total program; developing content, securing speakers and handling all logistics for more than 150 marketing associates. • The event was hailed as the “best off-site ever,” exceeding senior management’s expectations. Promotional Partnerships • Negotiated and implemented successful partnership with Disney’s TOY STORY movie, including several promotional offers with multiple Disney divisions. • The partnership was the first multi-brand Holiday event for Frito-Lay with each brand gaining a minimum of 10% sales increase for the promotion. New Products • Created new product concept, ROLD GOLD SPOTS, as a part of promotional partnership for the live-action release Disney’s 101 DALMATIANS movie. • Concept initiated new product oppportunity with another Disney partner, Nestle Chocolate, and helped secure Frito-Lay’s second year partnership with Disney at no incremental cost. Integrated Marketing • Developed FAT FREE INVASION promotional marketing program for Rold Gold pretzels. • This fully-integrated Super Bowl campaign featuring Jason Alexander, delivered a 112% sales increase for Rold Gold and won an Effie Award from the American Marketing Association.

Employer:	TGI Friday’s Inc.
Position:	Senior Account Executive/Friday’s - The Richards Group from 1990-91, National Marketing Manager - TGI Friday’s Inc. from 1991-1994
Time period:	January 1990 - December 1994
Description:	Menu Managment • Led all aspects of menu development including new menu launches, new items, pricing changes, and newly developed franchise markets; worked closely with purchasing, R&D, menu production agency and operations. • Coordinated all Friday’s menus as well as menus for three other concepts under TGI Friday’s management. Project Leadership • Managed a multifunctional team to implement new accounting/redemption systems, updated graphics and improved sales training for Friday’s Gift Certificate program delivering lower costs and increased sales growth. • Developed and implemented first-ever kid’s marketing strategy for TGI Friday’s. • Improved overall kid/parent experience without adversely impacting the established bar business.

Employer:	Schlotzsky’s Inc.
Position:	National Field Marketing Manager
Time period:	January 1988 - December 1990
Description:	Field and Franchise Marketing • Counseled Franchisees on local marketing ideas and tactics to increase transactions in their restaurants. • Represented the corporation at Schlotzsky’s of Dallas Advertising Cooperative consulting on local media and marketing efforts.

Employer:	McDonald’s Restaurants
Position:	McDonald’s Operations Employee/1984 McAthlete Winner, Account Executive/McDonald’s of Oklahoma - Runkle-Moroch, Inc. from 1986-88
Time period:	January 1981 - December 1988
Description:	Innovative Retail • Collaborated with Coca-Cola in developing test market for the McDonald’s Express Lane. • Program was early model designed to streamline ordering through prepackaging meals at a value price.

INFORMATION

Awards:

1984 McAthlete Decathalon Award - McDonald’s Restaurant Corporation
• Individually recognized as one of McDonald’s top 88 employees in the world at 1984 Olympic Games in Los Angeles for performance in multi-level operations competition.

1996 Effie Award – Rold Gold Pretzels / Frito Lay Co.
• Provided promotional leadership to the award-winning, fully-integrated Rold Gold Pretzels marketing campaign featuring Jason Alexander in Super Bowl television advertising, promotional print, targeted consumer sampling and in-store merchandising.

2003 Telly Award – PGC Advertising / Sara Lee Deli Television
• Led strategic and executional aspects of Sara Lee Deli television development setting new benchmarks in copy-testing for the lunch meat category and winning three Telly Awards for best spot overall in category, best use of animation, and best use of music.

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