Paula Gruttadauria Email and Phone Number

• Developed and planned chain-wide store promotions including special events, sweepstakes, direct mail campaigns, advertising, and loyalty programs.• Worked with merchandising and purchasing to ensure inventory levels were sufficient to support product promotions.• Championed numerous parent-targeted initiatives to capitalize on this untapped customer segment.• Collaborated with the art department to develop new flyers, ads, and brochures for the parent audience.• Expanded our local and national advertising efforts from 3 to 30 publications to build awareness among the parent audience and drive them to our stores. Advertising quickly became the number one driver of new customers to the stores.• Convinced executive team that text marketing could be a successful communication tool for Lakeshore.• Pioneered a text marketing program that garnered 60,000+ subscribers in the first 5 months and became the second most profitable communication channel after email. • Orchestrated a successful direct mail campaign to help struggling stores by bringing in their most loyal customers for additional shopping trips. The campaign delivered a 14.8% redemption rate and 980% ROI.• Responsible for corporate PR including press releases, product reviews, celebrity events, community outreach and goodwill.• Leveraged relationships with magazines to gain free brand exposure including featured articles and product reviews yielding millions of free impressions.

• Responsible for corporate marketing for the company including redesigning the company website, newsletters, collateral, press releases, trade advertising, sizzle reels, and tradeshows.• Hired and managed a team of four including a Graphic Designer, Web Developer, Marketing Manager, and Operations/Client Service Specialist.• Developed a new revenue stream by devising concept, rate structures and processes for using remnant off-season inventory on Arena Media Network.• Spearheaded the brand conversion of the newly acquired OnSpot network to Mallvision 360 Digital™. Responsible for developing and executing a plan to introduce the new brand to the industry community including design of the new logo, creation of updated marketing materials and rate cards, sales presentations, and PR. Mallvision 360 Digital™ quickly became our premier asset generating a 300% increase in revenue over last year. • Responsible for redevelopment, launch and strategy of company to incorporate the new Mallvision 360 Digital™ network including a complete corporate website redesign and update of all collateral. Shifted focus as a niche young-adult retail network to a DOOH shopper network.• Worked with our Developer to design and launch an internal online mall search tool that allowed the sales team to quickly pull retailer lists by mall. Endemic sales increased 400% and allowed us to close deals with Verizon Wireless, Macy’s, Express, and more.• Created a YouTube channel for company as selling tool with sizzle reels and a sample program loop.• Implemented a compliance program whereby field reps provided proof of performance photos and network health checks to ensure client campaigns were being properly executed. Led to repeat business including Honda, Pepsi, Macy’s, Verizon, Universal Pictures, and Express.

• Worked directly with the SVP of Sales and his sales force in 4 offices to manage the workflow of all incoming RFP requests including custom proposals and pricing, trafficking of creative materials for new contracts, client relations and providing final reporting.• Provided mobile services including strategy, SMS services, iPhone apps, WAP pages, web design, measurement, and reporting for clients including Sports Illustrated, SoBe, Mandee, Vans and Quiksilver.• Worked closely with Mandee to launch their mobile program through a coordinated in-store and online effort. In the first month they grew their database to over 30,000 customers. Mobile proved to be a profitable marketing channel with redemption rates as high as 60% and increased revenue of over $500K. • Managed Nielsen Out of Home research study including survey design, store training, trafficking materials, advertiser participation and store compliance. • Conceptualized and executed a successful midnight video game launch party in over 600 Game Crazy stores nationwide for Madden ’09 sponsored by Wrigley’s 5Gum. Launch parties featured “The Gum of the Gridiron” contest and was promoted through mobile, online and in-store media.

• Responsible for operations of all promotions run by the LA office including movie screenings, sampling, retail and campus events, “Insider’s Campaigns“, and PR stunts.• Led a team of eight Marketing Managers and Coordinators.• Managed a portfolio of programs generating over $2.5 million in revenue yearly. • Responsible for fiscal management of all programs including creating and approving budgets, forecasting, and financial planning.

• Oversaw all custom promotional programs in the LA office for clients including KFC, Wienerschnitzel, Paramount Home Entertainment, Bravo, Maybelline, FOX Broadcasting, Hilton, Kmart, and Lifetime.• Created and directed the Sanctioned Events division within AMP. • Worked with sales team to create and execute media and promotional programs that spanned multiple Alloy business units including the Out-of-Home College Network, Online Advertising, Direct Marketing, Movie Screenings, Newspapers, Nightlife Media, and Sampling to ensure a seamless client experience.• Developed and introduced a portfolio of six new event platforms, resulting in $1MM in new business.• Worked with clients to develop strategic marketing plans tailored to meet their specific goals.• Responsible for budgeting and forecasting for all custom promotions. • Successfully executed two nationwide college events each executing on 25+ campuses over the course of 2 weeks for a Longest Yard DVD release and Family Guy’s return to television.• Successfully launched a King Kong video game event in Universal Studios, CA and Time Square.

• Oversaw operations of national mobile tours for multiple clients including Zippo Lighters, Snickers Marathon Bars, Lawry's Live! Cooking Caravan, Polaroid, SPAM, and Foster Farms.• Day to day client contact for all aspects of the promotions.• Prepared budgets and proposals for new and existing clients.• Successfully executed hundreds of events including the production design, staffing, training, budget management, logistics, and reporting. • Directed and produced training manuals and videos.• Managed and supported team of nine headquarters and field staff. • Developed and managed the People’s Choice Awards at Memphis in May which received 2nd place among 2000 festivals for Best Event Within an Existing Event as well as a 2nd place for Best Sponsor Follow-up Report by the International Festival & Events Association.• Facilitated the disbursement and sampling of 4 million Snickers Marathon Bars for their product launch.

• Increased territory sales by 52%. • Awarded Vendor of the Year for 2002 by U.S. Foodservice.• Grew sales in 14 out of 15 product categories I represented.• Supported 200 sales reps through product education, menu consultation, timely reconciliation of customer complaints, and sales presentations.• Managed the accounts receivable for a $3 million territory.• Developed and executed a complete marketing plan including advertisements, rebates, sales spiffs, and sampling. • Created a sample control system for our internal office to decrease product spoilage and waste by 40%.