Portfolio Review

Daniel Stiel

PO Box 51084 ▪ Irvine, CA 92619

(949) 300-8325 ▪ dan@stiel.net

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Introduction

Over the next pages, you’ll see just a few of my personal favorite

and most memorable marketing campaigns, new products, and

leading-edge accomplishments from the past ten+ years.

• Product Development, Loyalty Programs

• Direct Marketing, Merchandising, Promotions, Advertising

• Consumer Insights, Public Relations

Everything worthwhile is a team effort, so kudos to all that

participated, supported, and believed in these efforts. Thanks for

looking.

- Dan Stiel

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Key Client Deliverables

Create Competitive Advantages

Understand, Define, Reach Market Potential

Optimize Profits

Improve Operational Effectiveness

Risk Management Policies & Procedures

Intellectual Property Rights Management

Support Regulatory & Compliance Oversight

Drive Technology Migration

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Career Track

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Stiel Direct LLC (2000+) Managing Director

Tosco/Circle K Stores Inc. (1995-1999 & 2004-2006) Director of Payment Systems

Visa USA (1999- 2000) Director of Fleet Purchasing

Cards

First Interstate Bancorp (1984 – 1995) Vice President Marketing

(credit, debit, electronic banking products)

University of Southern California B.S. Business Administration

Representative brands and clients served

Product Development A few favorite examples from the past ten+ years

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Mobile Point of Sale

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Developed value propositions

Defined, implementation channel strategies

Enhanced product features, market deliverables

Developed direct and indirect channel distribution

Mobile Ordering

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Developed marketing plans, go-to market strategies, budgets

Supported capital raise Defined value propositions Consumer uses smart

phone to find favorite restaurant Reviews menu

Places order and tenders payment

Integrated into POS

GPS tracking for “just-in-time” freshness

Reward and Loyalty Programs

Developed consumer value propositions through insight studies/testing

Negotiated revenue-sharing and SLA agreements with vendors

Developed, implemented merchandising and promotional programs

Program oversight

Over 20 major cobrand, affinity loyalty progams

Issuer, Retailer, Network Experience

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Products for Spanish-speaking

Created Spanish-language programs, training, for most-popular QSF services

Spanish and/or bi-lingual communication, training, packaging, merchandising

Product development support

E.g., Created “Mercado” – world’s first cobranded, reloadable prepaid MasterCard Special underwriting criteria

where appropriate

9

Self-Serve Banking Kiosks

Re-energized failing

kiosk programs with

streamlined services

Improved multi-

function financial

services & bill-paying

kiosk programs

Profitably serving over

180,000 customers

monthly

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Fleet & Commercial Cards

Developed, marketed special credit products for small business, corporations, fleet, government agencies

Maintenance, fuel, other fleet expenses

Enhanced purchasing controls and reporting for business and fleet owners

Loyalty Rewards programs

In-store merchandising, employee training

Inside/outside sales teams

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Prepaid Fuel Cards

Developed reloadable prepaid Fuel Cards

Designed for businesses & consumers needing fuel purchase controls

Pay-at-the-pump speed/convenience

Sold/reloaded in variable increments

Purchase controls for fuel only

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Prepaid Co-Brand MasterCard

Identified unmet needs in marketplace

Developed and launched “world’s first” instant-issue co-branded MasterCard prepaid debit card in 2004

Designed for consumers who seek alternatives to traditional credit cards

Balances held in FDIC-insured account at major U.S. bank

Preceded Walmart Money Card by 18 months

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Promoted as an alternative to bank savings and checking accounts

Prepaid Gift Cards

Developed business plan, vendor sourcing

Created value propositions

Provided full support from marketing, merchandising, reporting, training

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3rd Party Gift Card Mall

Added Gift Cards from

America’s leading

retailers

72 rotating SKUs

including AMC

Theaters, American

Express Gift Cards, Bed

Bath & Beyond, iTunes,

X-Box, Home Depot,

many others

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Private-Label Credit Cards

Designed value propositions and marketing for defined-purpose credit cards

Developed credit underwriting criteria to meet needs of target users

Created VIP Card status/services to enhance usage and loyalty

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Prepaid Wireless

Developed low-cost Private-Label MVNO Prepaid Wireless program to improve category sales and margins

Developed features

No hassle activation

Ready to use; Pre-assigned local number

Simplified activation

80,000 handsets sold in first six months

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ATM Cash Dispensers

Converted all outsourced

ATMs to client-branded

self-owned & self-

managed program

2,200 ATMs purchased &

deployed

Increased annual pretax

earnings to $17.4MM

from $6.2MM

Proprietary branding

created for ATMs

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Off-Site ATM Placement

Created & deployed programs to place ATM cash dispensers in high-value off site locations

Representative Successes

Disneyland USA

Universal Studios Hollywood

Union Station Los Angeles

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Direct Marketing,

Merchandising, Promotions A few favorite examples

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Merchandising Systems

Developed “Spinning”

in-line and end-cap

displays featuring

Wireless Handsets

Gift Cards

Credit Services

Applications

Prepaid Services

Promotional Messaging

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Spanish Merchandising

Fully integrated Spanish-language programs Customer Service

Employee training

Customer literature

Marketing communications

Greeters and street marketing teams

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Social & Mobile Media

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Developed social media modeling

Integrated mobile messaging

Social media interface

Data capture & analysis

Mobile Ordering

In-Store Sampling Promotions

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Coordinated with

store and field

operations

Provided displays,

premiums, staffing,

training,

Program oversight,

reporting, analysis

National Store Events

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Local store

promotions, tie-ins

with vendors,

charities, sports

sponsorships

Event scheduling,

logistics, premiums,

staffing, insurance,

promotions

Direct Mail

Pre-approved credit offers

Retention Programs

B2B Marketing Programs

Public Relations

New product introductions

Publicity

Media relations

Special & sports events

Trade Show participation

Special Event Marketing Crossing the Finish-line with Record Results

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New Account Acquisition

Conducted 2,500 card

acquisition events

Fairs & Festivals

Motorsports Events

Sports/Community

Events

In-Store Tabling

Street Teams

Generated over 4.5MM

completed credit card

applications in 36 months

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Union 76 Card Acquisitions

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24,000 credit card applications generated from this 3-day NASCAR event

Sponsorship Management

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Venue & sponsor

management

Logistics/contracts

Exhibit construction

Staffing & Uniforms

Premiums

VIP Hospitality

IndyCar ▪ F1 ▪ NASCAR Racing

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12 years as Founding Member of the LBGP Board of Governors, Committee of 300 Managed LBGP

Deadline Press Room for twelve years (volunteer)

Managed race team & venue sponsorships

Exhibited in Lifestyle Expos, trackside promos

Over 200 motorsports events from F1 to NASCAR

Offshore Powerboat Racing

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Fifteen years as

director of publicity

for the Catalina Ski

Race and POPBRA

offshore racing

Television & radio

productions, media

relations, sponsor

development

College Promotions

The Living It Green Expo Created and produced one of the largest

sustainability events in the Southern USA

30,000+ attendees ; national media

coverage; held annually from 2006 - 2009

80+ very happy exhibitors, speakers, live

entertainment, sponsors

Themed on “Living Abundantly Green”

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The Pinnacle Hills Art Festival

Created and produced one of the largest juried fine art shows in Arkansas Developed to showcase at a

national-level the exceptional fine arts talent of the region

40,000+ art lovers and shoppers & extensive national media coverage in its first year

225+ fine artists, exhibitors, live entertainment, sponsors

Held annually on the “streets” of the Pinnacle Hills Promenade from 2006 to 2009

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QSF Product &

Marketing

Innovations Representative

Accomplishments

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Payroll Check Cashing

Created programs to serve financially underserved consumers

325,000 checks cashed annualized

Valued at over $100 million

Offered through over 1,000 active retail locations

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Checks as a Payment Choice

Re-introduced Check Guarantee program across 2,200 locations

Promoted to business and consumers

Lower-cost form of payment for retailer

Alternative payment for underserved clients

Reducing check losses over $1.3MM annually

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Employee Payroll Cards

Alternative to bank account direct

deposit or paper checks for part-

time & underserved employees

Cost-effective for employer and

employees

No ATM or basic monthly card fees

for employees

Employees can keep and use card

after they leave employer

Can use to pay recurring bills

Reload additional funds at any

Circle K Store in USA or ACT

locations in Canada

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Financial Services Center

Integrated “4th Wall”

Self-serve Center for

ATMs

Bill-pay Kiosks

Prepaid Services

Gift Cards

Credit Services

Wireless Handsets

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Mini-QSF center for small formats

Self-serve

Merchandising

Prepaid Services

Gift Cards

Credit Services

Wireless Handsets

ATM or Bill-pay kiosk

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Employee Training Driving results, mitigating risk, and improving

customer satisfaction

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QSF-Certified Training Re-engineered Financial Services sales and service

training at the corporate, region and store-level support category growth Created “QSR-Certification” program for region,

district, store personnel covering financial services and payment products sold through retail stores Integrated QSF Training into new hire and OTJ training

programs Informed and knowledgeable Market Managers,

Store Managers and CSRs is the critical factor for profitable success in financial services

QSF-Certification is key to improving customer satisfaction (likelihood of future usage) and mitigating financial risks

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Consumer Insights Market Development

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Market & Consumer Insight

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Consumer Insights Experience Primary research – focus

groups, telephone, web/on-line/cloud-based , mystery shops, test labs, field studies

Secondary research – syndicated studies, media monitoring, government and 3rd party research

Database and scorecard - modeling & analytics

Measurable Impacts Optimization strategies Geographic, Demographic

and Psychographic Differentiation

Market Segmentation

New and better ways to satisfy existing needs

Understanding Unidentified and Unmet Needs

Attitudes & Mindsets

Media Habits

Product Usage & Brand Dynamics, Purchase Patterns

Next Steps Dan Stiel

PO Box 51084

Irvine, CA 92619 USA

+1 (949) 300-8325 ▪ dan@stiel.net

www.linkedin.com/in/stiel

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