DANIEL J BRIENZA
DANIELJBRIENZA@GMAIL.COM
631.463.7165
PROFESSIONAL EXPERIENCE
Business Strategy, Development & Marketing Director
Global Director, Life Time Fitness
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Authored, managed, and executed strategy for Triathlon Events Division; portfolio included 96+ Events, 5
Regional Teams, 40+ direct report team members, and 20+ corporate partners
Devised and led acquisition portfolio strategy to align with business strategy and goals which resulted in
$4M+ in acquisition strategies in 2012
Created 3 year growth plan streamlining division operations, synchronized regional team efforts,
overhauled marketing plans--resulted in a 24.5+% growth in business participation in 8.5 months and
reinvigorated LT’s brand as an industry leader
Redefined Strategy and managed brand presence online and social media channels--300% increase in social
media engagement as well as 150% increase in website traffic
Revamped and executed Triathlon Division marketing strategy and plan: Traditional, Digital, OOH,
Grassroots, etc; was a key driver in 24+% growth rate in business and 16% savings in marketing initiatives
Director, Saatchi & Saatchi, Client: Toyota
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Customized revolutionary strategy freeing Toyota from its outdated marketing model in a vertical market
for Endurance sports events where it did not previously have great success
Introduced a program of events to build trust for the Toyota brand--Toyota was named one of the top 5
non-endemic brands in the triathlon space in 2011 and had a sponsorship recall of 89%
Programmed and executed 3 product launches (Prius, VENZA, Sienna)—to date these were the most cost
efficient and productive programs Toyota has launched; total Value $25M+, 250+ direct vehicle sales
Redefined Key Metrics for Success and built models and guidelines to evaluate programs, predict success
rates, identify best practices and guide business decisions--this shift led to 10%+ increase in efficiency
Founder, Elite Sports Performance
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Composed and executed 3 year growth plan for soccer coaching business—fortified a startup with zero
client base to coaching over 350 full-time athletes and 1k part time
Became known as industry expert and provided services to academic institutions such as Johns Hopkins
University, Georgetown University, Sachem High School and Loyola Blakefield High School.
Strategy Business Analyst, Telco Industry, Accenture
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Collaborated and developed a merger integration business strategy plan with analyst team on $30B+
merger between Sprint and Nextel.
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Business Strategy Plan led to 26%+ reduced cost for entire business entity, more sophisticated vendor
network, customer support and offerings.
Collaborated on business strategy for integrating Verizon and MCI’s organizations; resulted in creation of
Verizon Business Division. The creation, launch and sales/marketing strategy for the new division, Verizon
business, led to a competitive advantage for Verizon still existing today.
Budget Management
Global Director, Life Time Fitness
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Programmed and executed $2M+ budget for triathlon events division which included production budget
from 5+ satellite teams, 30+ outside vendors, marketing, personnel, sponsorship budgets, etc. Budgets
exceeded revenue targets and cost estimates were higher than actuals--the first time in 5 years this
occurred and was my first year managing the program
Director, Saatchi & Saatchi, Client: Toyota
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Managed endurance sports budgets and strategic planning; outperformed YOY even under 40% budget
reduction over 3 years
Estimated/maintained $70M budget for 45+ Experiential Marketing Programs--budget estimation was
within 1.2% of actuals for 3 years in a row and never exceeded target
Founder, Elite Sports Performance
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Built and managed organization’s startup, operational and development finances from launch to the
company’s sale.; the company grew from a $10k budget to a $165k budget/business
DanielJBrienza@gmail.com
Process Improvement
Global Director, Life Time Fitness
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Redefined CRM and customer outreach system which led to a 12% increase in click-through rates for email
campaigns and 27%+ increase in sales
Developed and defined a new media planning and buying process which lead to cost savings of 16%+ for
similarly purchased media campaigns from the previous year
Redefined social media marketing programs and customer service process which lead to an overall increase
in customer satisfaction of 12% and an increase in social media following by over 300%
Defined new vendor selection process; resulted in 10% cost reduction for outsourced services and products
Director, Saatchi & Saatchi, Client: Toyota
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Produced a first ever Process Workbook of checklists, templates and process maps for 35+ business
operations; resulted in streamlined, uniformed and more efficient business practices for the organization
and client
Overhauled vendor evaluations, new vendor set up, invoicing/payments to RFP’s, budget approvals, vehicle
requests and more; saved 40 man hours per quarter
Strategy Business Analyst, Telco Industry, Accenture
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Re-engineered processes and checklists(85+) for Sprint-Nextel and its retail store operations post merger
Collaborated with MCI-Verizon business customer service division and re-defined customer support
process, key roles and responsibilities, identified and changed anomalies in the system, created process
checklist and 40+ process workflow maps
Led implementation of training and troubleshooting of new customer support system for 150+ employee’s
across 3 different business organizations.
Collaborated with AT&T wireless business unit and created new organization model for a 25 person team;
new workflow, process management methodology and reporting structure--6 Months post implementation
the new model received an 8/10 in terms of positive feedback from management and direct reports
Quantitative and Qualitative Skills- Connecting the Dots
Global Director, Life Time Fitness
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Built a consumer behavior theory model and a pricing and communications model that maximized profit
and minimized risk--consumers purchase decision increased by 1.38 months; estimated to 4.5 months in
year 3, and margins increased by 12% in year 1 and estimated to increase by 26% by year 3
Director, Saatchi & Saatchi, Client: Toyota
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Architect of Return on Objectives Framework to Evaluate and Rank Sponsorship Programs
Modified ROO Framework and built a predictive model that evaluated potential sponsorships--was accurate
to within a 95% confidence interval
Employment History
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2000 – 2001 Investment Banking Intern/Analyst, JP Morgan, New York, NY
2002 Season Professional Soccer Player, Sao Paolo FC, Sao Paolo, BR
2003 – 2007 Founder, Elite Sports Performance, Multiple Locations
2005 – 2006 Strategy Business Analyst, Accenture, Reston, VA
2007 – 2011 Brand Integration Director, Saatchi & Saatchi, Los Angeles, CA
2009 – 2012 Founder, Park & Pier Media Group, Multiple Locations
2011 – 2012 Global Director, Life Time Fitness, Minneapolis, MN
EDUCATION
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MS, Applied Economics, Johns Hopkins University, Washington DC
BS, Economics, Business Entrepreneurship & Mgmt. & Mathematical Sciences, Johns Hopkins University
Additional Skills: MS Office, SAS/STATA/Etc, Adobe Suite, Spanish(Proficient), Portuguese(Intermediate),
Italian(Intermediate/Beginner)
DanielJBrienza@gmail.com
Other Things I need to Add in:
Athlete Brand Management:
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Redefined athlete’s branding, social media platforms/strategy, PR strategy/execution, event
activation and sponsors/partner relationships.
Grew Athlete’s
PR / Media / Social Media:
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Athletes:
o Media Value Growth from $1m to $6.5M+ over 2.5 years for key client.
o 1 Magazine Cover or Feature Article Per month for 9 straight months for key clients.
o Built relationships and opportunity’s with major networks to propel a broadcast
career for key client. Broadcast and media appearances have included LA Marathon,
Today Show, Good Morning America and regional broadcast.
o Grew a key client(s) social media following from <100 to 15k+(FB) followers in 9
months with which was directly related to 40% increase in sponsorship revenue
from royalty programs.
o Grew a key client(s) KLOUT Score from <25 to a high of 84 in 9 months.
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Life Time Fitness
o Built and executed PR and Media Content Distribution Campaigns that included local
& national media outreach, content creation and management, hospitality/special
events, athlete campaigns and participant engagement campaigns.
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Toyota
o Built and managed a 2 year PR strategy to make Toyota a household name in the
triathlon space. Increased Sponsorship Recall by 67% and made Toyota one of the
top 5 non-endemic supporters of triathlon(Industry Study)
o Created and executed a sponsored athlete media PR/Campaign that build key
associations and buzz around Toyota and Triathlon’s most popular triathletes
Sponsorship Sales/Activation, Growth and Management:
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Athletes:
o Grown athlete sponsorship revenue from $275k to $965k+ in 2.5 years for a small
portfolio of endurance athletes. Increase in Sponsor Partners by 35% in 2.5 years.
o Built long lasting athlete-brand relationships where athletes have become
integrated part in company current and future plans:
DanielJBrienza@gmail.com
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The average length of negotiated athlete contracts are 3.25 years and
renewal rates of 100%
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Launched 4 new athlete branded products and 1 new athlete branded
product line with sponsor partner organization’s.
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Created long term equity relationships with athlete’s and sponsor partners
with potential values at 500k+
Life Time Fitness
o Collaborated with sponsorship team to build $4m+ sponsorship platform for
triathlon business.
o Redefined sponsorship activation model and created new sponsorship channels for
$1m+ in revenue stream.
o Collaborated with sponsors to define activation strategy’s and improve sponsorship
engagement. Lead to a renewal rate improvement of 21%YOY.
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Media
o Planning, Buying, Creative Design, Execution, ,Etc
DanielJBrienza@gmail.com