MICHAEL ALBERT
1728 Harper Avenue
Redondo Beach, CA  90278
michaelalbert@pobox.com
310-968-1045
 
SKILLS SUMMARY

* Marketing Strategy and Implementation
* Advertising and PR
* Business Development and Sales
* Retail and Foodservice Promotion
* Distributor and Broker Solicitation and Management
* Food Product Development
* Food Packaging
* Special Events (Trade Show, Food Demonstration and Sampling)
* Private Labeling

CAREER HIGHLIGHTS

-- Market Expansion:
Extended regional boutique CPG frozen (dairy) food company to national retail and foodservice distribution and placement, securing major accounts, e.g., UNFI, SunOpta Costco, Wegmans, Central Markets, Safeway, Wild Oats, Whole Foods, Melt Gelato, and Juice It Up! and Robeks and thousands of small chains and independents; launched new Belizza product line to retail and foodservice channels, #2 in its category. Privately labeled products for national brands. (Caffé Classico Foods)
-- Marketing Management:
Created $75M in revenues growing start-up casino. (Hollywood Park)
New Business Development: Closed $40M+ in agency billings with key clients ADP, AT&T, Bank of America, TJ Maxx, Disneyland, Knott’s Berry Farm, Pitney Bowes, DEC and Taco Bell.
-- Start-up Operations:
Successfully launched world’s first Web-based free communications service to realize planned exit strategy via acquisition two years ahead of schedule. (Fax4Free.com)
-- Strategic Planning:
Conceived core value proposition to create first mobile cosmetic medical clinic. (Body Renaissance)
-- Multicultural/Special Events:
Produced and staged 200+ special events including concerts, sporting events, beauty pageants, trade shows, product testing and sampling, etc. for mainstream and multicultural audiences. (Hollywood Park)
-- Industry Leadership:
Recent president of the American Marketing Association, Southern California

WORK EXPERIENCE

CURRENTLY VP MARKETING OPEN BLUE SEA FARMS

Albert & Associates, Redondo Beach, CA  Jan 1997 – Present
Advertising and Marketing Consultant    

Solving strategic, creative and sales issues working primarily with advertising & marketing agencies.
Currently:
* Market expanding strategy and selling healthy/natural lunch program to school systems
* Business & marketing plan development for eco-friendly seafood farming enterprise to prepare for next-round funding.
* Creative strategy and copywriting (print) for 4A advertising agencies
* On-going sales training to day-spa chain staff
Previously:
* SWOT and research assignments conducted for VC firms and investors for online and brick and mortar start-ups and newer companies.
* Led the national advertising agency and media buying agency searches for Toyota’s Scion Division.
* Led expansion of specialty National multi-cultural promotion plan for Sprint.

Caffé Classico Foods, Concord, CA  Aug 2003 – Apr 2007
Vice President of Sales/Director of Promotions                                            
    
* Led expansion of specialty food brand outside of the Bay Area to throughout USA & Canada
* Developed and managed Belizza Sorbet product brand line (acai and other exotic, healthy fruits)
* Built and managed national (USA & Canada) distributor and broker networks + designed, managed and conducted successful trade show programs (Fancy Food Show, Natural Products Expo, Distributor and Retailer Shows)
* Managed internal and external marketing resources, including product packaging, POP, video, website and all sales support materials
* Created and managed record-breaking retail food demonstration programs

Body Renaissance, Redondo Beach, CA  Aug 2001 – Aug 2003
Director of Marketing/Operations

* Developed sales, marketing and operations infrastructure for mobile cosmetic medical treatment center
* Initiated new revenue stream through nurse training program
* Established office that generated $500K in revenue during first year of business
* Increased sales revenue 20% and referrals 25% with new promotional programs

Rare Medium Group, Marina del Rey, CA  Dec 2000 – Aug 2001
Senior Vice-President of Marketing and Sales

* Served as sales, marketing, and interim business development leader for $4B Internet professional services provider.
* Managed $24M marketing budget
* Prospected new key clients for online promotional programs, including CBS and Sony
* Created sales and marketing plans for new corporate venture  
* Implemented data mining systems to match customer data with targeted advertising messaging for increased revenue
* Developed customer recruitment, loyalty marketing, and affiliate programs through direct and indirect marketing channels

Jfax.com/Fax4Free.com, Los Angeles, CA  May 1998 – Dec 2000
Director of Marketing

* Publicly held online messaging leader realized growth through acquisition of online, free faxing service
* Responsible for Fax4Free’s marketing, advertising, PR and user acquisition
* Recruited 1200+ nonprofits with membership base of over 32 million + 250,000 individual users
* Built strategic alliances with leading online firms Clear Channel, FOX, Fansonly.com, Wired and UCLA

Hollywood Park, Inglewood, CA  Sep 1993 – Jun 1997
Director of Marketing

* Directed marketing, advertising and promotions for first hotel/casino complex in Los Angeles and world’s first racetrack casino
* Planned and monitored $3.5M marketing budget
* Managed four internal ad agency staff and two sales staff
* Designed special events, including world’s largest poker tournament
* Attained ranking of third largest casino of 256 statewide through targeted marketing
* Increased Asian attendance to over 40% of customer base with new marketing campaign

Bicycle Club Casino, Bell Gardens, CA  Jan – Sept 1993
Director of Marketing and Advertising

* Led marketing strategy and operations for world’s largest and most successful card casino
* Developed and monitored $1M marketing budget  
* Managed five internal advertising agency staff
* Increased revenue nearly $1M with new loyalty-based promotions
* Improved monthly poker revenue 20% with development of Diamond Jim Brady Tournament

JWT Recruitment Advertising, Los Angeles, CA  Jan 1992 – Jan 1993
Director of New Business

* Led new business development for a division of J. Walter Thompson, one of the world’s largest advertising agencies
* Established lines of communication with new key clients  
* Closed over $6M in new business in less than one year, achieving the best record across 15 offices  
* Won Disneyland advertising account, increasing agency profile

EDUCATION

City College of New York (New York, NY)
BA (Psychology), cum laude
Sandler Sales Institute (Irvine, CA)

Social Media Certification, Social media university