Ray Birden

2111 Golden Pond Dr.

Houston, TX 77345
Cell 832-444-7466

Sales, Marketing, and Business Development Executive

Profile: Entrepreneurial executive with 15 years experience in marketing, business development,

corporate communications at the corporate and regional level with established and start-up
businesses.

Expertise:
• Marketing • Product Management
• Brand Management • Merchandising & Visuals • Distribution & Logistics
• Strategic Planning • Web Site • Branch Management
• Marketing Promotions • Intranet • Fleet Management
• National Account Sales • Corporate Communication • Supply Chain Management
• E-Commerce

Accomplishments:

• Grew National Account Sales 76% from $230 Million to $405 Million in 36 months
• Rebranded multibillion dollar company store identity, packaging, logos, corporate communications
• Launched corporate news center video news station via internet to all store and distribution locations
to improve communication and strategic alignment.
• Created double digit year over year growth with sales promotions and loyalty program which
energized sales team and created larger purchases from customers for two of America’s largest parts
distributors.

CARQUEST Auto Parts, (General Parts, Inc) Raleigh, North Carolina

Senior Vice President Marketing (2005 – March 2010)

Responsible for Marketing, Communications, and Branding for multi-billion dollar retail, business to
business and e-commerce parts distribution company. Directed National Account sales team, advertising,
marketing communications, promotions, NASCAR racing sponsorship, written communication, company
web site, intranet and customer portals for E-Commerce activities. E-Commerce volume exceeds $1.5
million per day. Company operates over 3000 stores throughout North America. Reported to CEO.

Vice President Brand Management (2004)

Rebranded company to deliver a consistent brand experience across the enterprise with internal and
external customers. Created new store visuals, packaging standards, logo designs and brand identity
guidelines. Oversaw registration of trademarks. Promoted to Senior Vice President Marketing.

WORLDPAC, Inc A Division of The Friedkin Companies (Gulf States Toyota), San Francisco, CA
(Company acquired Nov 2004 by CARQUEST Auto Parts)

Co-founder of WORLDPAC E-commerce Venture (2000 – 2004)

Developed within WORLDPAC this was a spinout of the existing brick and mortar distribution company.
Conceived concept and launched startup of this unit with the financial support of the parent company.
Developed marketing plans, business plans, and strategic direction. Oversaw product management and
participate in business development and partnership strategies. Moved back into parent company in 2003.
Ray Birden Resume p. 2

Vice President of Operations, (1997 – 2000)

Responsible for company wide operations and next day sales for this national auto parts distributor during
a period of rapid growth where the company tripled in size through organic growth and acquisition. Directed
the activities of national sales team, distribution centers, branch operations, company fleet operations and
integration of acquired companies. Responsible for new markets branch selection and setup. Direct
reported to CEO. Co-founded E-Commerce division in 2000.

BIG A Auto Parts, (APS Holding Corporation) Houston, TX

Vice President Operations (1993 – 1996) (ISW Division)

Responsible for regional and district management, operations, purchasing regional and district
management and human resources for this nationwide parts wholesale company with 200 locations and
3000+ employees and annual revenues of $200 million. Major leadership role in the startup of a new
division, acquisitions and negotiated sale of select business units. Designed operations policies and
procedures, statistical process controls and management reporting systems. Reported to COO.

Assistant VP Distribution (1992 – 1993)

Operated APS Supply Division including product management, cataloging, distribution and transportation.
Reorganized company and facilitated sale of part of the company leaving remaining portion of company to
be more profitable than initial entity. Promoted to VP Operations.

Children’s Palace, Child World National Toy Retailer

Area Director (1990 – 1992)

Direct Report to CEO, responsible for southeast US Company stores operations and merchandising,
distribution, inventory management and operations for this nearly $1 billion retailer. Directed the activities
of regional and district managers and 2000+ associates. Company closed in 1992.

Distribution Center Manager (1984-1990)

Frito-Lay

Manufacturing Supervisor (1981 – 1984)

Responsible for manufacturing, shipping and distribution for this international snack food company. Utilized
statistical process controls in the management of labor and materials in the production of food products.

Education:
BA in Economics, Wabash College, 1982
Significant work towards MBA, Butler University 1984, 1985

Personal Information
49 years old, Married with children

Residency
Houston, TX 2009 - 2010
Raleigh, NC 2005 - 2008
Houston, TX 2001 - 2004
San Francisco, CA 1997 – 2000
Houston, TX 1986 – 1997
Indianapolis, IN to 1986