Patrick Rooney Email & Phone Number

Hinsdale, Il, Us

Transitioned from consultant to FTE to lead full stack of marketing resources focused on leveling up brand to better connect with customers on a global scale across all physical and digital channels and platforms. Drive go-to-market strategy for brand, products, sales enablement tools, and customer experience.Oversee new demand creation drivers including category and market insights, channel segmentation strategies, commercialization plans, 360-degree lead generation campaigns, and launch of new website (www.structuralconcepts.com).Implemented the creation of an “old, new brand” repositioning strategy of hardline manufacturer inclusive of identifying new VOC narratives and unique value propositions, updated visual language and guidelines and standards, and refreshed corporate branding elements.

Recruited in to bring executive marketing leadership to industry-leading, privately-owned personal safety/less-lethal product manufacturer. Reporting directly to the CEO/owner, was responsible for delivering strategic growth focused on product marketing and commercialization, customer programs, brand storytelling, and digital-first content. Identified consumer segmentation strategy and established new buyer journeys driving conversion and growth. Reimagined retail customer (eCommerce, Mass, Club, Sporting Goods, Convenience, Specialty), commercial customer (Law Enforcement, Corrections), and DTC omni-channel selling initiatives leading to 15% average annual growth.Oversaw a complete brand transformation resulting in increased awareness and NPS scores, drafted the ‘MAKE IT SAFE’ and ‘Personal Safety is Personal’ registered tagline trademarks, and launch of new website (www.sabrered.com).

Brought in to identify priorities and drive synergies across all customer channels and consumer segments for the optimal utilization of marketing resources and tools required to deliver against the financial objectives of the organization directly reporting to the office of the CMO. Oversight of Brand, Shopper and Channel Marketing, Public Relations and Corporate Communications. Company lead for delivering story-telling selling strategy to direct customers (eCommerce, Mass, Supermarket, Craft, Club) and market activation efforts to drive retail productivity resulting in an annual topline growth of 10%.

Appointed to develop and implement multi-year plan to build and lead formal in-house agency model from the ground up. Management of 20-person team. Established best practices for marketing and creative operations, financial performance, and organizational measurement.Define, develop, and implement omni-channel marketing campaigns resulting in over $1.8B in annual sales. Continually led brand and product category performance to annually meet/exceed corporate KPIs; Increased retail comp sales 3.1% and wholesale sales 5.2% - the highest results in over a decade.Established Creative Center of Excellence winning work from existing AORs. Seamlessly transitioned from external to internal resources resulting in an annual savings of $8MM+. Notable works include DreamWorks “Trolls” promotional tie-in, and EasyCare Paint and Master Mechanic rebrand launches.

Hardline Manufacturers I Online Retailers I Service Providers

Provided in-house executive marketing leadership and general management experience to B2C/B2B clients within the areas of global brand architecture, strategic planning, integrated marketing, business development and creative communications. Successfully implemented 100-day action plans focused on bringing greater enterprise value by directing transformational change to drive internal growth.

Enlisted to retool the current go-to-market approach by transitioning from a product channel directional enterprise to a customer-centric and integrated marketing operating model. Management of 18-person staff and ownership of $35MM A&P budget focused on driving brand preference, global channel/category sales, and margin performance for an $800MM portfolio of business. Restructured operations by identifying existing gaps/deltas requiring strategic ownership and management to achieve new vision. Reduced overhead expenses by 30% while still delivering positive results.Conceived and developed the myQ entity as part of an overall ingredient brand commercialization strategy to promote new cross-category technology. Negotiated and activated company’s largest ever media and sponsorship programs (NASCAR, NFL). Led a comprehensive global brand architecture and positioning strategy focused on creating USPs around its owned brands resulting in eclipsing awareness goals by an average of 33% on annual basis and increased number of brand impressions by 300% while reducing annual CPM investments by 50%. Successfully relaunched all online properties increasing eCommerce revenue by 118% respectively over a 5-year period.

Retained to develop and execute company’s first ever formal strategic plan to increase circulation and readership by identifying key growth channels and commercialization opportunities within the organization’s most coveted DMAs (Dominant Market Areas). Responsible for 25%, 49%, 63% market readership increases in the retail, education, and hotel/lodging channels.

Hired to align the go-to-marketing efforts of the enterprise by setting the strategy to acquire, grow and retain business within customer channels and product category segments. Management of 10-person team and ownership negotiation of $30MM vendor trade budget to deliver promotional program offerings. Attained $1MM annual costs savings through the integration of marketing efforts within a matrix-level organization. Grew tech and office furniture channels by 39%; Redesigned acquisition model generating 38% contract conversion rate delivering $35MM incremental annual revenue.

Established and oversaw the strategic development and management of a private label/house brand comprising +10,000 skus to compete directly with national brands and big box home improvement centers. Exceeded corporate objective by growing same store sales by 35% annually over a five-year period generating over $650MM in revenue.Developed proprietary brands Ace Pro (hand tools), Ace Royal (paint), Celebrations (seasonal), Oak Brook Collection (decorative plumbing). Initiated and oversaw strategic national and local marketing activation partnerships with the NCAA and select member conferences.

Bachelor Of Arts (Ba), Advertising

Diederich College of Communication

Master Of Business Administration (Mba), Marketing