Robert Keenan

2631 North Calvert Street

Baltimore, MD 21218

Mobile: (202) 320-3632

e-mail: rk1e548a@westpost.net

Sales, Business Development and Marketing Management Professional

Highly successful sales executive with the seasoned ability to out think, out pl
an and out sell the competitors. Spearheaded the strategic planning, implementat
ion and new product development that propelled the sales and financial success o
f a new division. Insightful corporate professional that utilizes a participativ
e management style combined with refined interpersonal skills to recruit, manage
, lead and direct high-performance teams to surpass corporate objectives. Recogn
ized by colleagues for hard work, company loyalty, analytical prowess and the pr
oven sales and marketing savvy to consistently out perform the competitors.
PROFESSIONAL EXPERIENCE
The Washington Post, Washington, DC 1992-2010
One of the most recognized news organizations in the world, The Washington Post
newspaper is an operating division of the Washington Post Company.
Marketing Manager, Express (2009-2010)
Responsible for managing the marketing operations of Express, a daily publicatio
n of The Washington Post with 190,000 daily circulation, second only to the Wash
ington Post in its market. Planned, created and implemented new products to driv
e new business development and deliver revenue and profits. Created, developed a
nd implemented both business-to-business and consumer-oriented promotions to dri
ve incremental revenues and to increase brand awareness in the marketplace.
Proposed and created sales and pricing strategies, revenue projections and colla
teral materials. Led, directed and assisted sales representatives and managers i
n developing proposals and sales plans to drive incremental business and surpass
assigned sales objectives. Conducted extensive product and rate analysis for bo
th Express and for The Washington Post, focusing on resource allocation, revenue
and strategic importance, and developed recommendations for product and pricing
enhancements to maintain and improve profitability.
Advertising Sales Manager, Express (2003-2008)
Responsible for creating and managing the sales operations of Express. Developed
new products to drive new business development and deliver revenue and profits.
Instrumental in the creation of content on restaurants, real estate, fitness, c
haritable giving and other topics that attracted new advertisers and significant
revenues.
Recruited, trained, and mentored a high-performance sales team. Developed and im
plemented effective sales compensation plans. Instrumental in proposing and crea
ting new pricing strategies, sales strategies, revenue projections and collatera
l materials to support sales. Responsible for developing and managing revenue an
d expense budgets.
* Brought revenue from zero to more than $15 Million annually
* Consistently exceeded quarterly and annual revenue targets, often by double-di
git margins
* Achieved profitability two years ahead of schedule
* Designed and implemented pricing structures that increased revenue and profita
bility
* Created an E-newsletter that stimulated revenue growth, increased traffic and
page views of the website, and increased consumer brand awareness

* Envisioned and led the creation of numerous print and online products that res
ulted in attracting new clients and delivering significant revenue
* Developed sales and pricing strategies for the website that became a major con
tributor to sales
* Five-time President's Club Award recipient

Advertising Sales Manager, Community Advertising Unit (2001-2003)

Chartered with sales management responsibility to create, build and manage new b
usiness development unit in support of strategic company initiative. Recruited,
hired, trained and motivated a team of 12 high-performance new sales representat
ives to target prospects and build business from scratch. Established sales stra
tegy and action plans for the sales unit that established tactics to drive reven
ue growth within all territories. Developed and implemented sales collateral mat
erials and created promotional programs. Developed and executed sales initiative
s and assessed competitive landscape. Forecasted revenues and managed performanc
e to budget. Assisted sales executives in sales presentations, negotiating contr
acts and closing orders.
* Developed pricing models and new products that resulted in strong and consiste
nt year-over-year revenue growth
* Generated incremental revenue of $1.2 Million from a base of $0, and produced
greater than 30% increase in the subsequent two years
* President's Club Award recipient

Advertising Sales Manager, Business Development Unit (2000)

* Successfully increased territory revenue by 25%
* Grew sales to restaurants by 40%
* Promoted with sales management responsibility for the newly formed Community A
dvertising unit
* President's Club Award recipient
Recruited, hired, and trained a team of eight sales executives to grow revenues
from within existing client base, and to target new business development. Assist
ed sales executives in making sales presentations, negotiating contracts and clo
sing orders. Responsible for developing and managing revenue and expense budgets
.

Marketing Manager, Pricing and Product Development (1998-2000)

Senior marketing responsibility for developing advertising products and rate str
uctures to maximize revenue and profitability. Studied competitive media, rate s
tructure, advertising base, and key business trends. Worked closely with all adv
ertising categories to recognize revenue opportunities through rate and product
initiatives and interfaced with other departments to ensure successful implement
ation of new product and pricing initiatives.
* Created programs for the training and development of Marketing Analysts
* Instrumental in the development of collateral materials, rate cards and promot
ional pieces
* Authored creation or reworking of key rate structures that delivered substanti
al incremental revenue
* Worked closely with editorial to add new feature subjects that would drive ass
ociated advertising revenue
* Promoted to Advertising Sales Manager

Special Projects Manager, Marketing (1997-1998)

Chartered with analytical marketing responsibility to study the company's comple
x pricing structure and product offerings to define and create rate and product
changes that would increase sales volume and margin. Instrumental in creating ne
w products and policies that led to significantly increased sales volume and pri
cing for several areas of business. Orchestrated product implementation and intr
oduction, working with sales, marketing, finance and production.
Marketing Analyst (1996-1997)
Studied national advertising rate data for applicability to company rate strateg
ies. Developed regression analyses of advertising data to better forecast revenu
es.
* Promoted to Marketing Management
Accounting Department (1992-1996)
Various positions in customer accounting, customer service, and collections.
* Promoted to Marketing Analyst

EDUCATION & CREDENTIALS

BA, Political Science & BA, English, Dean's List
The University of Rochester, Rochester, NY
PROFESSIONAL TRAINING
Strategic Sales Management
Darden School of Business, University of Virginia, Charlottesville, VA
The Looking Glass Experience
Center for Creative Leadership, Greensboro, NC
Targeted Selection Certification
Washington Post Human Resources, Washington, DC