FRANK FARDATTA

ffardatta@mac.com C 214.244.5650 | H 214.750.7993 6244 Highgate Lane Dallas, TX 75214 http://www.linkedin.com/in/ffardatta

M ARKETING D IRECTOR
PROF ILE Marketing Director bringing a full toolbox of theoretical and practical marketing skills as well as excellent intuition, judgment, timing, and experience in domestic channels. Provide creative and managerial direction to high-impact, cost-effective marketing strategies, campaigns, and events that consistently achieve results rapid market entry, lead generation, revenue generation, customer acquisition and loyalty, differentiation in the marketplace, brand recognition, market penetration, and account penetration. Catalyst for profitable growth strategic, analytical, customer- and solution-focused marketing executive with proven success delivering strong results in sales growth, profitability, and account capture. Drove 15% in total store sales for Midas International year over year from 2001 2004 by directing regional marketing plans for 60 DMAs, including Indianapolis, Dallas-Fort Worth, New Orleans, Atlanta, San Antonio, Nashville, St. Louis, Evansville, Shreveport, and Houston. Achieved during tenure at Moroch Partners, L.P. Reversed a steady decline in circulation and ignited by 3% during two circulation reporting periods for The Dallas Morning News by improving marketing results and ROI by testing and proving the effectiveness of media marketing in television, radio, print, direct mail, website, transits, and sales and marketing print collateral. Drove a $29.5M increase in total client billing for Chevrolet, Pontiac, Oldsmobile, Buick, GMC, and Ford through new business acquisitions. Achieved during tenure at BA Advertising. A REAS OF E XPERTISE Strategic & Tactical Marketing Business Development & Market Entry Sales Growth Team Leadership Brand Strategy Development Budget Administration Speed-to-Market Strategies Customer Research & Segmentation and Account Planning Media Planning Campaign Project Management Account Management / Retention Strategic Planning, Brand Development

PROF ESSIONA L EX PERIENCE

M OROCH P ARTNERS, L.P.,

Dallas, TX Advertising agency that has worked with recognized brands such as Western Union, McDonalds, Oasis Brands, Sony Pictures Television, CBS Television Stations, and many more. In 2001, Moroch passed $150M in billings. Account Director Fully accountable for devising revenue-generating and performance-enhancing initiatives that have stimulated growth despite a highly competitive and relentlessly shifting marketplace. Achieve rapid speedto-market through hands-on leadership of brand development, strategic planning, marketing, and innovative distribution channels. Supervise two employees. Formulate, justify, and manage ~$21M Advertising and Promotion Budget. Scope of diverse accountability includes account management and retention for agency accounts that include: Western Union, Oasis Paper's Paseo line (CPG, Bath Tissue, Paper Towels, Facial Tissue, Napkins), Dallas Area Rapid Transit (DART), KTVT-TV CBS11, KTXA-TV, TXA21, Midas International, Mattress Giant, Arthur Anderson, The WB Stations and Lisa Frank, Inc. Generated new banking agent leads within initial stages of the campaign launch by supervising a national media plan through integrated communication platforms that included print, on-line campaign, and trade show. Print and on-line media appeared in Bloomberg Magazine, American Banker, Bloomberg.com, and Americanbanker.com. Conceived, instituted and developed the brand strategy for a start up CPG paper line company Oasis Brand's Paseo based on the anthropological history of "shopper" behavior based along the lines of the "Hunter Gatherer" as it pertains to gender in the new economy, the post recession "Era of Consequence". Resulted in the brand's lead as "the fastest growing brand' in the category. Accelerated a 12% increase in ridership across all transit (bus, light rail, Trinity Railway Express, and HOV lane transportation options) by conducting consumer research to formulate a full branding campaign to integrate in broadcast / print creative and media. Spearheaded the development of promotional opportunities, Spanish language translations, and website redesign ( HYPERLINK "http://www.dart.org" www.dart.org). Increased sales by 5% for Mattress Giant by leading a cross-functional team in the redesign and launch of a new global website ( HYPERLINK "http://www.mattressgiant.com" www.mattressgiant.com) that targeted the female demographic. The website included emphasis on product sampling and online store sales. th Achieved an increase from 4 place Nielsen ratings for the 10:00 p.m. CBS11 newscast to number one rating for the 10:00 p.m. and 6:00 p.m. news leader in the Dallas / Fort Worth market in 3 years by leading sensitive negotiations for co-operative advertising funds from th programming syndicators (CBS Television Distribution, 20 Century Fox Television, Buena Vista Television, Sony Pictures Television, Paramount Television, and King World Entertainment) and strategic guerrilla local marketing street teams. Attained a 10% ratings increase of local programming, including How I Met Your Mother, Dr. Phil, Jepopardy and Wheel of Fortune. Delivered 10% ratings increase for UPN 21 the seventh largest UPN affiliate in the U.S. Secured accounts with McDonalds regional, Jose Cuervo International, Arthur Anderson, WB Nineteen, Lisa Frank, Inc., Midas International, and Auto Glass Plus. Captured accounts with DART (Dallas Area Rapid Transit), McDonalds, PageMart, PageNet, Mattress Giant, KTVT-TV / KTXA-TV, American Airlines Arena, Cinemark, and United Distillers and Vintners (West Coast, Mid-West, Southwest, and Southeast Divisions) to create agency credential materials and strategic marketing plans.

FRANK FARDATTA (Continued)

THE D ALLAS M ORNING NEWS,

Dallas, TX A major daily newspaper serving the Dallas, TX area with a circulation of 263,810 daily subscribers and 520,215 Sunday subscribers in 2009. The newspaper has won numerous Pulitzers for both reporting and photography. Director of Marketing and Creative Service Director of Marketing with diverse accountability for leading the marketing department in spearheading strategic plans for consumer and advertiser brands as well as internal corporate communications for the following internal departments: Sales, Classified, Circulation, Newspapers in Education, Community Newspapers, Community Service, and Sports Marketing. Leadership accountability for 16 employees, including account service, art directors, print designers, and copywriters. Led a team to strengthen the message and develop the first comprehensive brand strategy to bring cohesiveness to the look, feel, tone, and implementation of corporate communications across all channels TV, radio, print, yellow pages, direct mail, website, PR, telephony, and sales process. Orchestrated multiple launches for different areas of the newspaper, including the redesign of the Texas Living section, The Dallas Morning News, and the Classified section.

DDB NEEDHAM WORLDWIDE,

Dallas, TX An advertising agency company that is a wholly-owned subsidiary of Omnicom Group Inc. with the highest revenue in the world at $12.69B. The company has 183 offices representing more than 1,200 clients in 75 countries. Senior Account Executive Creative / New Business Championed sales and marketing initiatives that strengthened brand recognition, capitalized on new business opportunities, and grew revenue / profitability. Spearheaded new business initiatives, leveraging existing capabilities to meet strategic goals and market-share expansion. Profitably directed account management to the following internal accounts: Pepsi, Frito-Lay, American Airlines Latin America, The Interactive Channel, The Environmental Protection Agency, Borden Milk, Hampton Inn, Ruby Tuesday Restaurants, GTE, and ADVO Direct. Captured and serviced the following non-agency clients: Blockbuster Entertainment, Nokia Mobile Phones, Aalfs Manufacturing (denim products manufacturer for Arizona Jeans headquartered in Torreon, Mexico), and The Associates Insurance Corporation. A DDITIONA L PROF ESSIONA L EX PERIENCE

BA ADVERTISING,
Creative Director EDUCA TION

Dallas, TX - General Motors Regional

B ACHEL OR OF S CIENCE (B .S.) DEGREE IN R ADIO -T EL EVISION -F IL M | University of Texas at Austin, Austin, TX Frank Fardatta Page PAGE 2 of NUMPAGES 2