Daryle Rico

 

1505 SE 22nd Avenue, #3 ¥ Portland, OR 97214 ¥ (p) 503.317.8419 ¥ (e) darylerico@gmail.com

 

PORTFOLIO:      http://www.darylerico.com

 

OVERVIEW:       Seasoned marketing and creative guru with a proven ability to produce measurable results in fast-paced, deadline driven environments.

 

QUALIFICATIONS SUMMARY:

¥ Results-oriented marketing professional with 16 years of creative management experience.

¥ Background includes advertising, sales promotion, branding, corporate communications and public relations.

¥ Distinguished career combining outstanding creative talent with high-caliber team management skills.

¥ Experienced with a diverse range of national accounts in retail, business-to-business and non-profit categories.

¥ Excellent team-building, project management and communication skills. Recognized for creative excellence in television, radio, print and the Web.

 

AREAS OF EXPERTISE:

¥ Advertising                                   ¥ Branding                             ¥ Broadcast Production    

¥ Budget Planning & Management   ¥ Copy writing                        ¥ Creative Direction    

¥ Direct Mail                                    ¥ Interactive Marketing          ¥ Media Planning    

¥ Print Production                            ¥ Project Management            ¥ Public Relations

¥ Sales Promotion                           ¥ Strategic Planning               ¥ Trade Show & Event Planning

 

PROFESSIONAL EXPERIENCE:

Director of Marketing                                                                June 2008 – January 2009

Earth Advantage, Inc.                                                               Portland, OR

A national non-profit organization specializing in green home construction and certification programs.

Provided strategic direction for the marketing of home certification and builder education programs and the promotion of green building. Delivered marketing support to a network of more than 400 builders and sponsors nationwide. Was responsible for all aspects of marketing, including advertising, branding, media planning, public relations, and stakeholder and partner relations.

Primary Duties and Responsibilities:

á      Reporting to the Director of Operations, was responsible for the promotion of all home certification and builder education programs and the elevation of the Earth Advantage brand.

á      Designed and produced collateral materials in support of builder and realtor education programs.

á      Developed annual marketing plans for strategic partners and outlined advertising and public relations goals for strategic alliances. 

á      Conducted qualitative and quantitative market research studies to determine market share and positioning, test new programs, and understand buying criteria.

á      Mounted trade shows, home tours and other off-site marketing events.

á      Prepared and managed an annual marketing budget of $300,000.

á      Directed strategic positioning of trademarked name and logo development/design for new company, Earth Advantage Institute.

á      Developed name, logo, and introductory marketing plan for new program offering, Builder 2030.

 

Director of Marketing                                                               May 2006 – January 2008

Fred Meyer Jewelers                                                                Portland, Oregon

The nationÕs third largest retail jewelry chain with 410 stores.

Developed key marketing strategies that produced $430 million in annual sales. Spearheaded production of all marketing tactics while establishing a cohesive brand image in all communications.

Impact:  Implemented best practices that reduced direct mail production and distribution costs by $1 million.

á      Reduced production costs for major in-store promotions by 50%.

á      Launched a new sales catalog that produced $4 million in revenues.

á      Collaborated with IT department to develop and launch two multi-million dollar e-commerce websites.

á      Negotiated print media contracts, increasing value-added from all vendors.

á      Planned and implemented all sponsorships, maximizing advertising exposure.

á      Supervised creative production of all marketing materials, producing award-winning results in print advertising, sales catalogs, direct mail, and the Web.

 

Creative Director                                                                       October 2001 – May 2006

Bradshaw Advertising                                                              Portland, Oregon

A Top Ten Portland advertising agency with $30 million in annualized billings.

Developed marketing strategies and supervised creative execution of all projects. Streamlined creative process to maximize profitability of all accounts. Ensured that creative deliverables met agency and client standards and defined objectives. Improved financial performance of creative department by expanding scope of work for existing clients.

Impact: Spearheaded new business efforts that increased agency billings by $600,000 in one year.

á      Surpassed departmental profitability goals for six consecutive years.

á      Enhanced agencyÕs creative reputation by earning several national awards.

á      Supervised selection and training of interdisciplinary creative staff, managing 95% staff retention over six years.

 

Creative Director                                                                       May 2000 – October 2001

Goodwill Industries                                                                  Portland, Oregon

An international non-profit organization and major regional retailer.

Conceived and supervised the production of all marketing communications to support 120 Goodwill chapters throughout North America. Introduced strategic development process to in-house marketing department. Re-focused corporate communications from a promotional platform to a brand platform with promotional support.

Impact: Developed a national advertising franchise program that reduced production costs by over 50%.

á      Spearheaded creative efforts that led to the first $1 million sales week in company history.

á      Enhanced organizationÕs creative reputation by earning numerous national awards for retail and mission-based advertising campaigns.

 

Creative Director                                                                                August 1992 – May 2000

Robley Marketing                                                                               Portland, Oregon

A Top Ten Portland marketing firm specializing in national consumer products and business-to-business accounts.

Created brand-on, strategy-on, compelling creative solutions for assigned clients.  Provided hands-on creative leadership over six national accounts.

Impact: Tripled agency billings in three years by expanding agencyÕs core competencies to include retail and building products.

á      Directed creative efforts that secured three national accounts within a two-month period.

á      Managed a creative staff of 10, maintaining 100% staff retention over four years.

á      Raised agencyÕs creative prestige by earning multiple national creative awards.

 

EDUCATION:      B.S./Speech Communication ¥ Oregon State University ¥ Corvallis, Oregon