RON ROSSI
15 Bedford Street - Lexington, MA 02420
(US mobile) 781-354-4138 - (US home) 781-862-5543
(China Mobile) +86-1-561-809-7455
rjrcin@gmail.com
skype: ronrossi5
EXECUTIVE PROFILE
Strategic integrated retail marketing expert with extensive Asian region marketing experience, working with companies
looking to enter new markets through franchise or ownership. Assist Asian retailer companies looking to enter the US
market. Have built brands, businesses, market share and mentored teams. Positive track record of comprehending
consumer insights and developing successful creative marketing ideas that maintain a positive ROI. Effective strategic
planner who builds brands and market share while developing new business opportunities that increase revenues
through various channels including online, retail and franchise. A passion for excellence, creativity, customer focus.
Skilled marketer in English, French, Japanese and Mandarin.
Specialties: Digital Marketing. Customer Relationship Marketing (CRM). Event Marketing. Integrated Marketing. Social
Media. SEO/SEM. Traditional Media. Mentoring, managing, building and negotiating. Direct network of affiliate agencies
including Advertising, Public Relations and Digital Media. Plan and execute brand strategy on a local, regional, national
and worldwide basis.
Career Highlights
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Re-launched Markor Home Furnishings brand here in China to the business market in May 2009. Brand is now
ranked as one of the top 500 Brands in China.
Launched new DIY retail operations (flooring, wall covering, lighting, bathroom and kitchen) in China for major
retailer. Established 10 locations. Operations contribute 8% to bottom-line.
Launched online home furnishings retail operations. Created all communications strategies. Managed total
program execution. Operations contribute 10% to bottom-line.
Managed company turnaround in under one year, supervising staff of 30 and P&L of $20M+.
Develop product and customer strategies for international organization, responding to marketplace and
organizational change while increasing ROI by 11%.
Created marketing communications division for growing international firm (Beijing) within one year, reducing
initial costs 8%.
Core Competencies
Strategic Planning
Marketing/Media Management
Business Management/Development
Turnaround/Process Implementation
Program Launch
Adaptive Leadership
Brand Development
Creative Direction
Product Promotion
PROFESSIONAL EXPERIENCE
Ron Rossi International (Boston / Beijing)
Marketing Brand Strategist
Present
Work with various retailers / manufacturers managing marketing communications and business development. Develop
and execute strategic marketing plans and budgets both in United States and overseas in Asian markets (China, Japan, SE
Asia, Australia). Handle product launches. Coordinate research projects. Supervise visual merchandising. Provide sales
representation and brand management overseas.
CLIENTS: AB Mauri, Asia Rustic, Casa Pagoda, E&S Concepts, Emoi.com, Ethan Allen, Lily’s Antiques, media-consulta (agency),
Meily Villa (design centers), Stanley Furniture, Tommy Hilfiger, Vera Wang Furniture, Victoria Classics/Asia (textiles)
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Managed expansion and business development for Stanley Furniture in China. Doubled footprint and increased
revenues 50% within six months.
Re-merchandised Lily’s Antiques flagship store (Beijing). Improved sales 10% within one month. Opened new
satellite operation in Shanghai 2013. Building brand which currently has 5% of market.
Coordinated product launch of Vera Wang Furniture in Asia Fall 2011 and Tommy Hilfiger Home Furnishings
Spring 2012
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Re-organized Beijing operations for Casa Pagoda home furnishings, rebuilding brand awareness and increasing
sales 20%. Established co-marketing program for Casa Pagoda, building both business and awareness while
reducing marketing costs 25%.
Handling development of e-commerce business for both AB Mauri (yeast). Develop architecture, marketing
communications, logistics and operations. Launched program, increased sales 18%.
Developed an online marketing division for Louis Vuitton / Hong Kong. Handling all planning development,
strategy and implementation, and budgets. Supervise all research (qualitative and quantitative) analytics to
determine market strategy. Oversee database administration, including all client information (current and
potential), mailing lists, financial reports and applications. Handle all SEO/SEM and other online marketing
search engine techniques to drive in new clients via Organic and PPC usage, and all appropriate social media
including QQ, Weibo, WeChat, Kaishan, Twitter, Facebook.
Manage 3rd-Party agency relationships (managing brand and marketing issues) for Thomasville/ China.
Markor Home Furnishings, Intl (Beijing, China PRC, Boston)
2007 — 2011
CMO, Marketing and Advertising
Manage overall marketing efforts for international home furnishings retail corporation based in Beijing. Develop and
implement marketing strategies and programs including product launches, regional, national and international
advertising and public relations, customer loyalty programs, market research, customer database, and all direct
marketing to retail customers. Create, implement, and report awareness building, traffic driving, and sales building
programs for international network. Develop product expertise in the assigned product categories and act as a liaison
with the corresponding departments. Initiate and monitor the assigned product launches using a project management
approach. Interact with department heads in the development of cross-marketing strategies and opportunities. Manage
and prepare cost -benefit analysis for major in-store and direct marketing actions.
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Re-organized marketing division reducing costs in first year by 8% and managing P&L of $20 million USD.
Re-branded corporation, increasing brand awareness by 3% and sales 8% in six months. Brand is now listed as
one of Top 500 Brands in China. Second largest home furnishings retailer/Asia.
Launched new sub-brand (Home Style), fall 2009. Established complete brand identity. Has become an online
retail operation, which contributes 10% to bottom-line.
Launched new DIY retail operations (flooring, wall covering, lighting, bathroom and kitchen) Conducted research.
Established 10 locations in conjunction with merchandise division. Built guidelines, communications and
positioning programs. Developed brand standards. Work directly with potential outlets to establish brand in new
locations. Operations contribute 8% to bottom-line.
Streamlined marketing process, reducing costs 15% while increasing revenues.
Created online e-commerce division to merchandise products to select market. Have built customer loyalty and
database with special promotions and offers. Have increased on-line traffic and conversion rates. Currently
supplies 10% of bottom line. Increased sales by 12% and customer retention by 9% overall.
Lead the life cycle management function to develop global strategic business and brand plans for franchise
division. Handled research, developed guidelines in multiple languages, created training programs, built
franchise support team for 70 stores/40 franchise operations.
Implemented CSR program, increasing awareness in 8 months by 2 %.
Manage 3rd-Party agency relationships (managing brand and marketing issues).
Five Rings Marketing Consultants (Boston)
2006 — 2007
Director of Client Services
Independent consulting firm working with various corporations managing marketing communications and business
development. Launched new companies and products. Develop and execute strategic marketing plans and budgets in the
United States and overseas. Consult and manage overall RFP process. Develop and implement management systems.
Provide staff training.
Clients: Bose (retail), Connecticut Department of Tourism, Dunhill (retail), Home Depot Expo, IDENIX Pharmaceuticals,
Konowitz Kahn & Co (CPA), Markor International (retail), MD&C Advertising, Small World Products (retail/software),
Talbot’s (retail), Tracleer (pharma), Union Traders Corp (M&A).
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Developed strategic marketing plan for Dunhill achieving 10% market share increase.
Implemented e-commerce site for Talbot’s on-line retail operation targeting youth market. Achieved a 22%
response rate in first nine months of operation.
Handled re-branding efforts of Bose electronic store chain in Boston region. Created special promotions and
incentives, Created loyalty program. Increased traffic 9%.
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Developed re-branding program for Markor Furnishings. Increased store traffic 7% in six months.
IDEA Marketing Group (Houston, Miami, Zurich)
2003 — 2006
Managing Director
Independent integrated marketing communications firm dedicated to providing global marketing solutions various client
with a team of 35 and billings of $30million. Supervise and mentor account teams skilled in all media vehicles. Lead,
manage and direct overall client strategy, tactics and marketing plan development. Expanded agency network and client
base. Handled all RFP/RFI requests, as well as new business development.
Clients: Alfred Dunhill (retail), Caribbean Sun/Star Airlines, H.E.B. Food Stores, Lilly Pulitzer (retail), Maiden Island Resort,
Stanford Financial Group, Sticky Wicket (restaurants), Suisse International Bank/Zurich.
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Managed agency turnaround within a year, building an organization $30M with three offices (Houston, Miami
and Zurich).
Launched Caribbean airline online capabilities. Built 6000 name database in three months.
Strategic lead moving Alfred Dunhill into select Caribbean countries. Established five retail outlets.
Managed marketing program for Lilly Pulitzer stores. Built market share 15%.
Created and managed interactive department, increasing revenues 12% within one year.
CARTER ISRAEL, Advertising and Public Relations (San Francisco, Boston)
1997 — 2003
Director / Vice President
Independent regional integrated marketing communications firm working with various regional and national accounts
with a team of 75 and billings in excess of $25million. Provided overall strategic direction and execution of fully integrated
marketing programs in various mass media. Managed and mentored planning and account divisions in both offices.
Handled contract negotiations and new business development.
Clients: ABD Insurance, Bose, CVS, Dirt Devil, Giant Food, Heritage Financial, Meriwest Financial Monster.com, PacifiCare
Health, Pedregal Resorts, Save the Children, Six Flags, Stop ‘n Shop, Talbot’s, Toys R Us, United Way, Verizon Wireless
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Strategic lead for opening of Toys R Us flagship store in Times Square, generating sales of over $1M/day.
Launched new on-line shopping service for Toys R US, increasing revenues 11%. Created loyalty program to
maintain client base with special offers.
Managed expansion of Stop n Shop in Mid-Atlantic region. Increased traffic 8%, market share 5%.
Rebuilt Bose VIP database through promotions and incentives. Increased store traffic 12% in four months.
Launched Talbot’s Classic Credit Card program to targeted audience. Achieved over 45% response rate and over
50% conversion. Created a loyalty program to sustain base.
Increased client billings an average of 15-20% based on cross-selling opportunities.
DMB&B, Inc. (New York, St. Louis)
1994 — 1997
Director / Vice President
15th largest advertising and communications agency worldwide. Managed new integrated marketing division/office for
agency, providing overall account direction for various clients.
Clients: Diners Club, Southwestern Bell, TWA.
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Opened successful new St. Louis division of New York firm to handle TWA and SBC accounts.
Launched SBC direct response program with 75% response/conversion.
Increased office billings 20% with Diners Club account win.
Dentsu, Inc. (Tokyo, Japan)
1991 — 1994
Associate Planning Director
Largest independent advertising and communications agency worldwide. Managed international account planning team
(20+) for largest global advertising communications firm based in Tokyo. Handled research, strategic
development/implementation, global strategy.
Clients: ANA, DKB Bank, Fujifilm, Hitachi, ITJ Communications, JAL, Mazda, Mercedes, Nikko Hotel, Nissan, Olympus,
Seiko, Sony, Takishimaya (retail stores), TEPCO, Toyota, Toshiba, United Airlines, Waco Stores.
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Key player in new business development, generating additional revenues over 3 years.
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Managed international network of agency affiliates throughout Asia and Europe.
Launched branding program for Seiko kinetic watch, achieving market share of 50% in one year.
Created multi-language, multi-media campaigns/launches for Nissan, Mazda, and Toyota.
Created special marketing events throughout South East Asia for Hitachi Technology.
Expanded Takishimaya retail brand, increasing awareness 7%. Launched new retail store in New York City.
Successfully launched new product line for Sony Handicam in various languages.
Bozell, Inc. (New York)
1985 — 1991
Account Supervisor/Director
16th largest advertising and communications agency worldwide. Supervised integrated account department for agency.
Provided overall strategic direction and positioning. Mentored account team. Worked in all media. Responsible for
budgets, schedules and planning initiatives.
Clients: AT&T, American Savings Bank, Bell Atlantic, Boston Company, Citibank, March of Dimes, Merrill Lynch, Moreau
Wines, SEGA, The New York Times, US National Guard, Verizon Wireless.
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Created The New York Times DRTV campaign, which ran successfully in >35 markets for 5 years.
Successfully launched the Merrill Lynch CMA (Cash Management Account) program achieving a 45%
response/conversion. Program was so successful, later re-launched to new market with a 35%
response/conversion.
Launched national consumer branding program for March of Dimes increasing contributions 10% within one
year.
Increased client billings by 12% through cross-selling programs and services.
EDUCATION & PROFESSIONAL DEVELOPMENT
St. John’s University - BA: Political Science
New York University – CERT: Advertising and Marketing
Board of Directors: Yuanfen~Flow Projects/Beijing
Board of Directors: Theater Under the Stars/Houston
Board of Directors: Spruill Center for the Arts/Atlanta
Guest Lecturer at Rhode Island School of Design on Branding and Marketing