Professional Profile of Michael James Baird

PROFESSIONAL SUMMARY
Results-driven strategic marketing professional with a 20-year focus on system-wide branding efforts.  Client-driven and well-rounded track record developing and launching marketing programs, both locally and nationally.  Extensive talent in leading project teams, brand positioning, forming strategic alliances, advertising, public relations, budget planning and marketing analysis.

EXPERIENCE

TOMCAR  LTD. – Commercial Off-Road Vehicle Manufacture
Director of Marketing, September 2008-December 2009
Responsibilities / Accomplishments:

• Developed North American corporate brand standard and ensured compliance among distributors.
• Directed branding and redesigning of all communication and marketing materials that helped to clearly define TOMCAR’s unique brand position.
• Oversaw multiple agencies to accomplish various objectives, including but not limited to, public relations, website redesign, video production, graphic design, event production and direct marketing.
• Managed the launch of new corporate website that corresponded with brand messaging and provided greater search optimization. This resulted in a 250% increase in organic web traffic with an average of almost four page views per visit.

FATHEAD, LLC. – Specialty On-Line Retailer
Marketing Manager, September 2006-September 2008
Responsibilities / Accomplishments:

• Developed experiential marketing and interactive promotions plan including: event activation and sampling for new product launch, on-site activation at sporting events, trade and consumer shows which resulted in the addition of 750,000 records to company’s consumer database.
• Managed brand for NBA, Star Wars, WWE and Action Sports licenses.  Responsibilities included: creation of marketing plans, creative development, media placement, sponsorship evaluation and event execution.
• Responsible for promotional and sponsorship activation along with development and measurement of online sweepstakes.
• Created new direct sales channel responsible for selling “Fathead Tradeables” product extension as promotional items to sports teams and corporations.

QUICKEN LOANS INC. – Online Mortgage Originator
Marketing Communications Project Manager, March 2005-September 2006
Responsibilities / Accomplishments:

• Oversaw final negotiations and implementation of naming rights deals for the Rock Financial Showplace.
• Developed new direct mail and telemarketing strategies for lead generation
• Responsible for multiple internal clients with projects from initial concept through completion.
• Developed the framework for the creation of new Event Management Services team that consolidated the all corporate sponsorship and event activities under one department.
• Worked directly with the Chairman to promote and enhance corporate Culture messaging through development of new team member orientation materials and presentations.

FELD ENTERTAINMENT, INC. – Producer of Live Family Entertainment
Field Marketing & Sales Manager, April 2001-January 2005
Responsibilities / Accomplishments:

• Managed Michigan and Ontario engagements of Ringling Bros. and Bailey® and Disney on IceSM.
• Responsible for detailed analytics and reporting for each market, pre- and post-engagement.
• Negotiated all media agreements, including paid, trade and promotional inventory including development of half-hour television special.
• Created and implemented localized promotions for each engagement providing additional public relations opportunities.
• Managed outside public relations and media buying firms.
• Consistently exceeded corporate financial and attendance projections on an average of 10-15% of previous year.

EDUCATION

Michigan State University
Bachelor of Arts, 1994
Concentration: Telecommunications

REFERENCES UPON REQUEST