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Julie H. Karickhoff Sherman Oaks, CA 91423 (cell) 310.902.8810 (home) 818.646.3038 Email:
[email protected]
Summary: MBA with over 10 years of marketing experience including brand/product marketing with P & L responsibility, partnerships, licensing, sweepstakes, promotions, publicity, collateral & sales tool development, management of direct mail, email, print, TV & online campaigns, trade show and internal events management, as well as agency & staff management. WORK EXPERIENCE Contract Roles (last 3 years): SPARK ALLIANCE MARKETING Calabasas, CA Director of Promotions Oct. 2011 – April 2012 Led the 20th Century Fox Film account responsible for pitching promotional partners for films. Secured over $2 million in media support from partners such as Six Flags, Fatburger, & State Farm. EMERSON COLLEGE (LA campus) College Professor (part time) Taught “Entertainment Marketing & Cross Promotions” class to college seniors. Burbank, CA Sept. 2009 – May 2011
WALT DISNEY STUDIOS Burbank, CA Worldwide Marketing Nov. 2010 – Oct. 2011 Launched Disney’s first foreign language film brand, “Disney World Cinema”. Coordinated first U.S. Hindi language theatrical release in company’s history targeting Indian Americans. Championed distribution & helped sell-in films to retailers (online & offline) and cable operators for VOD. Global Product Management May 2009-Sept. 2009 Managed worldwide strategy & product development for Miramax, Touchstone, & ESPN branded DVD releases. Created positioning & territory marketing ideas for The Proposal which helped to exceed sales projections. WARNER BROTHERS HOME ENTERTAINMENT Burbank, CA Domestic Marketing March 2010 – Nov. 2010 Managed product development & media plans for TV DVD’s such as Two and Half Men & Vampire Diaries. Coordinated with Best Buy to execute multi-studio “Fall Premiere” in-store display, their top TV sales promotion. Led e-newsletter template redesign and content strategy with CRM team resulting in a 28% increase in open rate. Led strategic vision on a social marketing campaign for Vampire Diaries that exceeded data capture goals. Full Time Roles: 20th CENTURY FOX HOME ENTERTAINMENT Century City, CA Sr. Brand Manager, TV on DVD Dec. 2006 – Feb. 2009 Member of a three person team that accounted for $400 Million in annual net revenue and responsible for launching TV shows on DVD including franchises like 24, Prison Break, Family Guy, & Bones. Analyzed financial potential of DVD releases and owned P & L’s of greenlight projects. Managed the product development process including bonus material, consumer positioning & creative direction. Planned & oversaw over $5 million in radio, online, TV, grassroots, publicity, and events. Worked with FOX network advertisers such as Cisco, Coke, and American Express to create DVD focused added value programs to deepen their relationship with the company. Solicited & managed barter based marketing programs such as TV & radio tags, on-pack stickers, & inserts with networks including FOX, FX, USA, TNT, Lifetime, and TV Land to garner over 75 MM impressions.
Pitched and implemented sweepstakes & promotions with third party companies such as EA Games, Langers Juice, and Virgin Atlantic Airlines for incremental DVD exposure. Managed barter based promotions with toy, book, and game licensees so DVD messages hit targeted audience. Created and negotiated account exclusives for Wal-Mart, Best Buy, Amazon, and Target in exchange for additional retailer marketing support MOVE.COM/Realtor.com (#1 consumer real estate site) Westlake Village, CA Sr. Marketing Manager (promoted from Marketing Manager after one year) March 2004 – Nov. 2006 Managed all customer acquisition and up-sell opportunities via email & direct mail campaigns, product collateral development, as well as print & online/email outreach. Oversaw sponsorship budget and over 80 annual trade shows (2004 booth creative won second place out of 300 vendors at national show). Created and managed the first ever online and offline partnership with American Express. Used research tools such as comScore MediaMetrix and Omniture to improve strategy and traffic. Produced selling tools for the sales force such as PowerPoint presentations and streaming video product demos. Planned and oversaw a $1.2 million marketing budget with staff of four. MATTEL El Segundo, CA Associate Brand Manager Feb. 2003 – Oct.2003 Coordinated the advertising, promotions, P &L, product development, and strategic direction of over 20 toy products on two brands (Disney Princess & Polly Pocket). Worked with Disney Consumer Products on regular basis to communicate sales to help define strategy. International Barbie Licensing Coordinator Nov. 2002 – Feb. 2003 Worked with Latin American subsidiaries and corporate finance to gather data and created category specific strategy plans for all territories. MCI WORLDCOM Arlington, VA Events & Contest Specialist, Corporate Marketing & Communications Sept. 1999 –Aug. 2000 Conceptualized and launched quarterly sales & service contests/promotions to over 20,000 employees in 17 call centers nationwide. These contests resulted in increased sales growth of 7% per quarter. Public Relations Specialist, Corporate Community Partnerships July 1997 – Aug.1999 Coordinated over 30 press events & sponsorships nationwide highlighting MCI Foundation grants to various nonprofit organizations, securing a total of 100,000 positive media impressions for company. EDUCATION GEORGETOWN UNIVERSITY, The Robert Emmett McDonough School of Business Washington, DC Master of Business Administration May 2002 Lead on International Consulting Project (Argentina); Member of Graduate Marketing Association DUKE UNIVERSITY Bachelor of Arts, Sociology; Markets & Management Certificate Student Representative, Markets & Management Curriculum Steering Committee LONDON SCHOOL OF ECONOMICS Durham, NC May 1997
London, England Semester abroad, 1995
INTERESTS & MEMBERSHIPS Interests: Hip-Hop Dancing, Stand-up Comedy, Swimming Language: Intermediate Spanish proficiency Associations: American Marketing Association, 1999-2006. Public Relations Society of America, 1997-99.