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TERRY SMALL 352.404.6397 *** ts6c4fc8@westpost.

net
244 Valley Edge Drive *** Minneola, FL 34715

Marketing & Communications Specialist * Public Relations Expert * Creative S


ervices Leader * Team Developer
Senior Manager leveraging expertise in marketing, internal/external communicatio
ns, brand positioning, and advertising to advance enterprise success by conveyin
g product value to consumers via memorable, dynamic, multimedia campaigns. Exce
ls in introducing products and services to the market while elevating brand lead
ership in competitive industry segments.
Key strengths include:
Market Research * Product Launch * Media/Event Planning * Project Management *
Sales Promotions
Direct/Indirect Marketing * Broadcast & Print Advertising * Loyalty Programs * C
ustomer Relations
Rolled Out * a premium coffee brand supported by a multimedia campaign encompa
ssing radio ads, point- of-sale material, and coupons; achieved 28% YOY reven
ue increase in same store sales.
Designed * and executed annual summer sales promotion in conjunction with a mult
imedia campaign including radio, newspaper, outdoor, and collateral; increas
ed sales 8%+ companywide.
Managed * development and positioning of a revolutionary fuel discount ad campa
ign; launched concept as a separate business division, driving 28% volume in
crease with a 37% redemption rate.
Created * advertising and sales collateral for a low sulfur gasoline product wh
ich helped maintain company's brand leadership in Canada and the Northeaster
n US amidst stiff competition.
Optimized * sponsorship of the Men's World Curling Championship in 1999, design
ing a variety of sales promotions and marketing programs featuring former Ca
nadian and world curling champions.
Professional Overview
Manager, Marketing/Communications Override Marketing Services: 2008-2009
Developed and rolled out advertising plans and communication initiatives for a s
tartup subsidiary of Irving Oil Corporation. Managed a $700K budget and three t
eam members in marketing a new fuel discount program; partnered with creative se
rvices and senior leadership to craft and communicate consistent messages throug
h brand guidelines and design.
* Oversaw point-of-purchase and collateral material development for strategic pa
rtners such as Shaw's Supermarkets, Dunkin Donuts, and Irving Oil and Gulf; desi
gned identification signage for participating locations.
* Expanded client base into new consumer segments by designing marketing activit
ies aimed at increasing trial and program enrollment; elevated overall response
rate to 37%.
* Provided program instructions and tips for customers as well as sales recommen
dations for retail associates.
* Coordinated ads in complement with partner company campaigns across radio, dir
ect mail, and e-marketing venues.
Senior Manager, Marketing/Communications/Advertising (2004-2008) Irving Oil Corp
oration: 1984-2008
Advanced marketing and communication strategies for a privately owned, internati
onal energy company with 7,000 employees generating $9B+ annual revenue; develop
ed material for 670 company owned and dealer retail locations.
* Generated a $1.5M multimedia campaign which earned international acclaim and r
ecognition for a new convenience retail brand; surpassed targeted sales goals in
rebranded locations.
* Reinvigorated brand with stakeholders and consumers across all lines of busine
ss; co-led the team designing a new logo for customer and staff points-of-contac
t, including stationery, buildings, uniforms, packaging, ads, and websites.
Resume continues...
TERRY SMALL 352.404.6397 *** ts6c4fc8@westpost.net
244 Valley Edge Drive *** Minneola, FL 34715
Page 2

Professional Overview Continued....


Manager, Marketing/Communications/Advertising (1999-2004)
Supported business divisions such as Irving fuel brand, Irving convenience store
s and restaurants, residential and commercial energy, aviation, and fleet sales
across Canada and New England; directed four-member internal team as well as adv
ertising agency creative services.
* Positively impacted sales and consumer loyalty through specialty designed prom
otions and advertising campaigns.
* Boosted oil furnace revenue 50% with 28% of new sales coming from former custo
mers of competitors.
* Grew home heat customer base while also increasing retail gas sales through an
aggressive $1M joint program called "Favors for Neighbors;" marketed via televi
sion, radio, newspapers, web, direct mail, and point-of-sale strategies.
* Delivered 5%-10% sales increases via annual summer sales promotions for retail
locations; directed internal design team and ad agency in producing multimedia
campaign including radio, outdoor, and game materials such as tickets and cards.
Manager, Advertising/Sales Promotion (1984-1999)
Established an in-house advertising team, managing four personnel in a broad ran
ge of promotional and campaign activities; supported business divisions such as
Irving fuel brand, Irving convenience stores and restaurants, Irving auto servic
e, and home heating sales across Eastern Canada. Originated communications mate
rial such as brochures, newsletters, and videos while coordinating press release
s/events.
* Administered $400K+ event budgets, coordinating and acting as master of ceremo
nies for company-sponsored, annual three-day sales convention.
* Managed annual summer sales promotions across 400+ retail outlets, boosting st
ore traffic and sales 8% on average.
* Supervised advertising agency to ensure consistent message and brand alignment
in television and radio campaigns; recommended a new agency of record after com
prehensive review.
* Directed $1M multimedia campaign to launch new private label line of products
in Irving convenience stores; surpassed targeted sales goals.
* Premiered and published a quarterly internal employee magazine focused on staf
f and company news, improving morale and awareness of corporate goals.

Prior: Manager, Retail Advertising, Firestone Canada Inc.: Crafted retail advert
ising plans for tires and auto services divisions, including new store grand ope
nings throughout Canada; managed dealer cooperative advertising programs.
Education, Associations, & Awards
* Diploma in Communication Arts, Minor in Advertising; MOHAWK COLLEGE, Hamilton,
Ontario
* Gold Marketing Awards/Cannes Gold Lion/Cassies for advertising success in prom
otional campaigns
* Chairman, Marketing Communications Committee for the Men's World Curling Champ
ionships in 1998 and 1999
* Corporate Liaison for Irving Oil Ltd. during the Canada Summer Games in 1985
* * * *