Worked at various radio stations as Program Director, Music Director, Announcer, PSA Director and News Reporter. Also wrote/produced spots, sold advertising time and appeared in television commercials.
Southern Methodist University, Graduate Marketing Certificate
Stephen F. Austin State University, Bachelor of Arts in Communications
Major in Radio-Television-Film, Minor in General Business.
Trinidad High School. Graduated third in class. President of Senior Class. President of Beta Club. Active in University Interscholastic League competition.
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2003
Worked with vertical sales leads to develop and implement category strategies, cross-network package offerings and marketing communications support programs.
Developed and tested a reach/frequency based product that significantly increased the value of network inventory.
Developed and enforced policy to remove competitive lead-generation automotive advertising from the network, clearing the way for enhanced relationships with Original Equipment Manufacturers. Revenues in the category were 53% above plan.
Supported emerging industry standards through active involvement with the Advertising Research Foundation's Online Media Council and the Interactive Advertising Bureau's Sponsorship Committee.
2002
Secured Hallmark business that extended their print branding campaign to online. The campaign increased awareness and message association while shattering online sales projections.
Assisted efforts to obtain major commitment from Gap, extending a new television campaign to the front page of Yahoo. Successfully shifted negotiations away from click performance toward cross-media delivery and awareness/preference metrics.
2001
Created strategy and presentations aimed at shifting marketing dollars from traditional media budgets to Yahoo. Secured executive level meetings at top agencies including The Richards Group, Publicis, Temerlin McClain, Tracy Locke Partnership, Moroch, VML, Advanswers and DDB.
Developed presentation to position Yahoo as an effective alternative to print, tapping into Dell Computer magazine budgets and laying the groundwork that led to additional branding business.
Secured strategic win with Texas Tourism, effectively taking business from spot radio budgets.
2000
Played major role in new business wins for GroceryWorks.com and StockJungle.com working with Temerlin McClain subsidiary Launch Partnership.
Launched a home-services e-commerce site for Service Master in initial test markets. Integrated campaign utilized television, radio, print, outdoor, direct mail, e-mail and online. Sales results exceeded goals by 25%.
Assisted with interoffice project for Harrah's Casinos which provided overview of best practices in e-mail, rich media, viral marketing, etc.
1999
Helped negotiate $195 million deal to name the new basketball/hockey arena being built in Dallas American Airlines Center.
Negotiated major portal deals with AOL and Yahoo on behalf of American Airlines, assisting efforts to achieve $500 million in annual online ticket sales.
Developed and implemented online plan for Nationwide Insurance, effectively extending their new corporate television campaign into the medium.
Adjusted strategy for Subaru online efforts that resulted in click-through rates doubling versus the prior year.
1998
Assisted agency’s efforts to win consolidated business for Nortel Networks, adding over $100 million in annual billings.
Helped relaunch American Airlines website. Maintained overall click rate in excess of 7% through strategic placement and use of alternative creative units such as pop-ups, interstitials, integrated content, etc.
Recommended web advertising program for Bell Helicopter which cost-effectively produced leads and test flights. Bell had the most-clicked ad on Pointcast.
Helped launch GTE Satellite Entertainment service through a direct-response television campaign, and helped launch new wireless cable television service for GTE americast.
1997
Negotiated $46 million deal to make American Airlines the naming sponsor of a new sports arena in downtown Miami.
Recommended and implemented web advertising campaign for Nortel which increased traffic to their website by over 1,000%. Based on these results, Nortel increased its annual web ad budget by over 700%.
Recommended and implemented successful web advertising test for United States Air Force, resulting in aggressive spending plan.
Recommended and implemented campaign on free e-mail service Juno in which consumers could download American Airlines Personal AAccess software. American received more orders from this one-month campaign than from the previous six months of traditional advertising.
1996
Unveiled/demonstrated new subaru.com website to dealers at annual sales meeting. This was the highest-scoring session at the meeting on both content and relevance.
Implemented web advertising campaign to help relaunch American Airlines website. Site traffic doubled and American exceeded online ticket sales projections.
Contributed to panel discussion on web advertising issues at the Advertising Research Foundation's Interactive Media Summit II.
Named Director of New Media and formally given responsibility for guiding all agency accounts in the interactive/new media arena.
1995
Helped establish Temerlin McClain Interactive, an interdisciplinary group formed to meet client needs in the interactive/new media area. Developed model for evaluating various on-line advertising opportunities. Conceived Temerlin McClain Online, the agency web site.
Implemented Web advertising/promotion campaign that tripled number of visits to American Airlines home page. American was the first company to use audio in their online advertising.
Negotiated deal that put American Airlines advertising on destination videotapes distributed to consumers through travel agencies and Blockbuster Video. Also received in-program coverage and logo exposure on tape packages.
Helped launch AAtv, a cable television channel dedicated solely to American Airlines. Under the Agency's guidance, American began a successful program moving distressed inventory. This concept was later expanded to an Internet e-mail list that now has over two million subscribers.
1994
Recommended that American Airlines develop site on the World Wide Web.
Negotiated deal to put American :30 and :60 spots on public television stations with no copy adjustments. Cleared 75% of U.S. on 92 stations.
Authored comprehensive point-of-view on infomercials, CD-ROM, home shopping and other alternative means of promotion and distribution.
Recommended enhancements to agency computer training program which were enthusiastically supported by top management.
Negotiated year-long participation on the Interactive Network, which garnered initial learning about how to market with new interactive media.
1993
Authored groundbreaking point-of-view entitled "Traveling the Information Superhighway of the Future", which included our vision of how interactive television could be exploited.
Recommended new vehicle selection criteria for magazine campaign targeted to premium-class fliers. Rather than CPM model used traditionally, we emphasized editorial fit, reproduction quality and reader involvement. Readership scores were some of the highest ever recorded.
Named to the agency's Management Group.
Named to Who's Who Worldwide.
1992
Implemented the largest ad campaign in American's history for Value Pricing, a one-week blitz budgeted at $20 million. Competitors responded by cutting fares in half, beginning two years of major losses for the airline industry.
Initiated agency-wide standardization of external communication styles.
Delivered speech to radio station owners and managers at the annual convention of the National Association of Broadcasters.
1991
Constructed plan to revive sole sponsorship of Music Till Dawn radio program in key markets.
Evaluated Prodigy as an advertising medium for American Airlines and Fly AAway Vacations.
Implemented single-sponsor magazine distributed in Chicago Tribune entitled "Chicago: The City that Works."
Negotiated deal to make American Airlines the title sponsor of the Miami Mile.
Drafted support plan to promote American as "official airline" of Team Dennis Conner.
1990
Negotiated exclusive sponsorships of 1992 Winter Olympic telecasts which increased American's top-of-mind brand awareness by 12% and unaided ad awareness by 21%, while awareness of key competitors declined.
Outlined future media usage direction through major presentation entitled "Media in the 1990s." Recommended that American experiment with new interactive and personalized media forms.
Negotiated exclusive sponsorship of Chicago Bulls telecasts on WGN-TV which made American the official airline of the team. After three world championship seasons, United responded with a naming rights sponsorship for a new arena.
Named Vice President of the company.
1989
Launched major assault against United Airlines in their hometown of Chicago. Plan included a spectacular lightshow event staged downtown over three evenings, utilizing the talents of renowned local artist John David Mooney. American's local share surpassed United's on competitive routes.
Initiated technology training program for the department that was highly acclaimed.
Recommended that American advertise on the Info Ski Network, an interactive computer-based service.
Implemented alternative forms of media such as cinema billboards for new Vacation Supermarket concept.
Delivered speech to Radio Marketing Association on "Why We Use Radio."
1988
Implemented multi-media campaign targeted to leisure travelers which effectively married creative to individual media vehicles. American's awareness as a leisure carrier increased significantly.
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