Linking your business to the power of Marketing.
Vice President of Marketing
1994–1998, Greyhound Lines, Inc., Dallas , TX
• Increased revenues 25% from $600 million to $750 million reversing a 15+yr. decline. Increased passengers 30% from 15.5 million to over 20 million. Re-established the Greyhound brand and corporate image.
• Cut advertising and promotion budgets from $26 million to $11 million by reducing funds for targeting low-income audience with no disposable income, and by redirecting remaining funds to middle-income households with disposable income.
• Repositioned bus service and ad messages from price offers that promoted “cheap” transportation, to emotional appeals of incremental opportunities to visit friends and family . Targeted one-car households, large families, college students, military and seniors.
• Reduced and reorganized staff from 200 to 154 professionals, while increasing service 17% to over 2,365 consumer retail locations worldwide.
• Responsibilities included national, regional and local advertising and sales promotion, public relations, market research, strategic planning, pricing, product development and agency selection and management.