JULIE ANN ROBERTSON 1422 Belcastle Court Reston, VA 20194 703.362.8105 julieann.rob@gmail.com
Versatile and inventive executive with 20+ years of consumer marketing experience across diverse industries including packaged goods, QSR, travel, live entertainment and media. o Accomplished in developing and launching new products and productions, identifying new revenue streams, setting strategy and executing marketing plans while maximizing publicity and awareness. o Successful in building and motivating teams to deliver exceptional results and exceed their potential. o Expertise in expanding market penetration and driving sales growth. o Outstanding public speaker with strong creative skills. o Committed to unique ideas and their flawless execution.
EXPERIENCE: 2008 DISCOVERY COMMUNICATIONS, LLC. (Silver Spring, MD) The worlds number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries and 100-plus world-wide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as digital media services including HowStuffWorks.com Vice-President, Marketing and Licensing Reported to Discovery Commerce/Consumer Products Division President. Responsible for re-building the licensing program after the Discovery stores were closed and the business transitioned to a licensing agency model. Developed and managed all strategic consumer product licensing plans for Discovery Channel, Animal Planet, TLC, Planet Green, as well as select properties including, Dirty Jobs, Deadliest Catch, MythBusters. Leveraged internal network, creative, marketing and communication resources to provide the greatest value to licensees thereby insuring maximum revenue at retail. Monetized network assets by collaborating with programming teams in identifying properties to be translated into successful consumer products. Created and executed cross-promotional opportunities for licensees on-air and on-line. Accomplishments: Laid groundwork for launching Discovery-branded adventure travel. Assisted in developing Discovery and Animal Planet-branded theme parks and resorts. Developed comprehensive interactive strategy for Animal Planet and Discovery.
FELD ENTERTAINMENT (Vienna, VA) 2002-2007 Worlds largest producer of live family entertainment including Disney On Ice, High School Musical On Ice, Disney Live, Ringling Bros. and Barnum & Bailey and The Doodlebops Live. Privately held and family-owned. $776M in revenues. Senior Vice-President, Marketing Reported to CEO. Managed staff of 75 and multiple external agencies. Managed all aspects of marketing for all properties; consumer research, CRM, direct marketing, website development, broadcast, print and online advertising, promotions, licensing, marketing services, corporate communications, public relations, crisis and corporate reputation management. Marketing budget: $60mm. Accomplishments: Increased sales 5% in a declining industry due to an aggressive re-branding effort for Ringling Bros. including extensive brand image and consumer insight studies. Created the vision and developed the strategic plan that shifted consumer perceptions of the brand from traditional circus to pre-eminent family entertainment. Successfully launched & marketed 16 new live productions; The 133 through the 137 editions of Ringling Bros., the new Hometown Edition of Ringling Bros., Finding Nemo, Monsters, Inc., Mickey and Minnies Magical Journey, The Incredibles, Princess Classics, Princess Wishes, Disney Live--Winnie the Pooh, Disney Live--Mickeys Magic Show, The Doodlebops Live in Concert, High School Musical On Ice.
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Increased revenues by developing new High School Musical On Ice, Disney Live and The Doodlebops Live franchises by leveraging the success of Disney On Ice. Partnered with The Disney Channel to extend nontraditional media platforms such as on-air interstitials which generated millions in exposure unattainable through media buy. Achieved unprecedented level of publicity for Ringling Bros. in its 136-year history, resulting in 90mm impressions, valued at $10mm and successfully garnered free coverage on all 4 network morning shows; NBCs The Today Show, ABCs Good Morning America, CBS The Early Show and Fox & Friends. Increased online ticket sales through redesign of company and branded websites to improve navigation and simplify ticket purchase process. Established measurement, analysis and reporting tools to enhance return on investment for all direct marketing initiatives. Ensured that all programs met objectives of increasing awareness and driving sales. Developed over 200 email campaigns and 150 direct mail campaigns reaching over 6mm consumers, increasing tickets sales by 6% and increasing direct marketing revenue by 18%. Resurrected long-dormant licensing program for Ringling Bros. resulting in high-profile alliance with Lucky Brand Jeans as well as various toy and t-shirt manufacturers resulting in incremental revenue and increased brand awareness.

BBN.com TRAVEL (Fort Lauderdale, FL) 2000-2001 Start-up leisure travel website. Vice-President, Advertising and Public Relations Built advertising team to launch website. Responsible for driving sales through franchise locations, call centers and cutting-edge website offering unprecedented virtual tours. Prepared and delivered marketing plans to financial investment community to secure funding. Accomplishments: Developed strategic plan identifying key consumer trends that translated into clear operating goals, launch events, promotional and loyalty programs to establish a foundation for future growth. Produced multi-million dollar national advertising campaign featuring celebrity endorsements and incorporated personalities into website. MASTERCARD (Purchase, NY) Vice-President National Promotions Reported to the CMO. Managed staff of 15. 1999-2000
Accomplishments: Developed and executed national promotions plan to leverage success of the Priceless ad campaign including retail merchant sales programs, direct mail campaign and rewards programs that increased MasterCard credit volume 3%. Facilitated strategic partnerships with premier merchants including JCPenney, Kmart, Barnes & Noble.com, Pizza Hut, Wal*Mart and Home Depot.
BURGER KING CORP. (Miami, FL) Senior Director, New Product Development Reported to CMO. Managed staff of 6 and 15+ agencies and contractors. Media budget: $340mm

1996-1999

Accomplishments: Developed strategic alliances and brand extensions to leverage BK equity into pop culture and stem competitive encroachment. Led product formulation, testing, consumer research, positioning, advertising, promotion, franchisee sell-in, systems communications and national publicity with a strong retail message. Spearheaded the largest product launch in Burger King history since the Whopper; new French fries. Budget: $75mm. Leveraged taste test win versus McDonalds to drive trial. Negotiated licensing agreement with Hasbro to
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feature Mr. Potato Head as spokes-character. Same store sales increased 8%. The successful U.S. introduction led to an international adoption of the launch template. Led development and manufacture of Kids Club Meal toys and Free Fryday promotional event that resulted in record sales and traffic. These programs received the American Advertising Associations Effie Award and Brandweek magazines Reggie Award. Developed and launched the Big King to compete with the McDonalds Big Mac. Supported by an Effie Awardwinning advertising campaign, exceeded launch plan by 70% and contributed $100 million in incremental sales. Director, Entertainment & Sports Marketing Appointed to lead the strategic development and creative execution of entertainment and sports tie-ins to increase sales and profits. Developed premiums for Kids Club Meals that contributed an average 5% sales increase. Instrumental in establishing and managing partnerships with movie studios, licensors and sports entities including th Dreamworks, Disney, Nickelodeon, 20 Century Fox, Universal Studios, Sony, Warner Brothers, NASCAR and NCAA football. Successfully implemented business building tie-ins and promotions that augmented media buys.

TURNER BROADCASTING (NYC, NY) 1994-1995 Director, National Promotions Extended Turner assets to drive revenue from Fortune 100 advertisers, including MGM film library, publishing, Hanna-Barbera animation, interactive media, TBS, TNT, Turner Classic Movies, Cartoon Network and CNN. Spearheaded kids marketing effort to increase TV, publishing and home video presence, including a direct mail campaign to cable operators that drove household penetration for the Cartoon Network by 10%.
DR PEPPER/7UP (Dallas, TX) 1988-1994 Manager, National Accounts Responsible for marketing 11 brands representing 16% of company sales, 25% of company profits and $180 million in sales to national foodservice accounts including McDonalds, Burger King and Wendys. Brand Manager, 7UP Assisted in the development of the launch campaign for Cherry 7UP; TV spots won Clio Award. TLP/DDB Needham Advertising (Austin and Dallas, TX) Senior Account Executive, Pepsi COCA-COLA (Dallas & Fort Worth, TX) National Account Manager
EDUCATION: Bachelor of Business Administration in Marketing, Minor in Advertising The University of Oklahoma o Continuing education: USC, UCLA INTERESTS, MEMBERSHIPS, ADDITIONAL TRAINING Center for Creative Leadership Leadership at the Peak course CMO Council American Marketing Association Mentorship Program Discovery Communications, Inc. Mentor Program Women In Communication (WIC) Harvard-MIT Public Disputes and Negotiations Programs Diageo Marketing Forum, Dublin, Ireland Outward Bound Executive Challenge, Colorado Springs, CO Servant Leadership Course, Kellogg Business School, Northwestern University Advanced Training in Public Speaking Inlingua Language Institute--tutored students in conversational English