MICHAEL GRAVES3018 Panther Ridge Lane, Lewisville, NC 27023 ▪ (336) 946-2498 ▪ mmgraves@outlook.com

SENIOR MARKETING AND STRATEGY LEADER

EXECUTIVE SUMMARYEvery brand can be extraordinary in a way that inspires fanaticism. If you dig deep enough and understand your consumers well enough, the answers are there. But, it takes a rare expertise to piece together the insights and brand assets into a plan that animates consumers in a meaningful way. Achieving and sustaining that goal is what I do best and what I can do for you.

PROFILE

Uncommon Combination of Highly Creative and Highly Analytical Mind to drive brand strategy and lead meaningful change across the organization and the marketplace. Independently proactive change agent for brand and corporate initiatives that push the envelope, open new doors, and improve long-term performance.

Expansive Tactical Excellence including product development, packaging re-design, word of mouth campaigns, online, print, in-store intercepts, events, promotions, and direct mail.

Global Marketing and Business Development Across Western Europe and Asia with the vision and passion for growing brands outside the US. Excels in driving international portfolios, launching global brands, expanding into new markets, localizing in-market activities, and managing joint venture relationships that deliver on goals, on-time.

Results-Driven Marketing Executive thrives in collaborative environments that value innovation, encourage risk, celebrate success, and expect excellence

CORE COMPETENCIES

Brand Building Strategic Planning Innovation and Driving Change Activating Consumer Insights One-to-One Marketing Global Brand Management

Revenue & Profit Growth Productivity & Performance

Improvement Go-To-Market Strategy Creative Development

EMPLOYMENT EXPERIENCE

RENFRO CORPORATION, Mt. Airy, NC 2012-2016Leading global manufacturer, designer, and distributor of branded and private label socks such as Fruit of the Loom, Dr. Scholl’s, Ralph Lauren, Carhartt, and Hot Sox.

Director of Marketing, Health Brands. Dr. Scholl’s and Copper SoleDr. Scholl’s Before assuming responsibility for Dr. Scholl’s, the brand was on a two-year decline and

getting progressively worse. With a new competitor on the modular and market dynamics shifting rapidly, the brand’s flaws were exposed and its leadership position was in danger

Re-created the long term Strategy Plan, re-positioned the brand, updated the packaging, re-designed the product portfolio, created a new website (www.DrSchollsSocks.com), and implemented a more aggressive growth plan for an expanded audience

Since the Q1, 2014 re-launch, the new products have achieved YOY growth rates between 24% and 190%.

For 2016 YTD vs. LY, the new products are up an average of 66% with an improving trend

Copper Sole Developed and launched a net-new brand based on Cupron® copper ion-infused yarn Created all brand assets, Go-To-Market Strategy, long-term Strategy Plan, product portfolio,

and website (www.CopperSole.com/PremiumSocks) Due to a shift in Corporate investment priorities, the brand is currently in a holding pattern

but still sold on Amazon.com

ONRAMP BRANDING, Winston-Salem, NC 2010-2012Boutique Advertising Agency with clients across the US.

Strategic Marketing Consultant Worked with the President of OnRamp Branding on all projects requiring re-positioning,

Brand Strategy, Corporate Strategy, or G0-To-Market Strategy Success of projects led to continued requests for participation in projects after ending the

engagement

REYNOLDS AMERICAN, Winston-Salem, NC 1999 – 2009The second-largest tobacco company in the United States, manufacturing about one of every three cigarettes sold in the country, including six of the nation's top-10 brands, with over 4800 employees

Senior Marketing Director 2007 -2009KOOL Business Unit; Equity and InnovationSuccessfully reinvented a key investment brand to solve for chronic issues. Efforts focused on researching, dissecting, and analyzing the core elements of the brands from the eyes of the consumer. Implemented innovative and aggressive initiatives designed to revitalize the KOOL brand and drive trial and conversion

Selected by VP to represent the organization, drive all strategic activities, and manage a 10-person cross-functional team. Developed and gained executive support for long-term business plan

Re-positioned the brand to capitalize on a 75-year history and contemporize the brand essence and messaging

Introduced critical product and packaging innovations to enhance the core product experience

Re-created the design language and creative expression to best communicate the new positioning

International Marketing Director January 2006 – November 2007 Global Products Inc. (GPI), international subsidiary of RJRTHigh-profile position accountable for global portfolio management, new market development, joint venture management, new product introduction, pricing, brand positioning, brand identity, contract negotiations and revenue growth for Western Europe, and Asia (Japan, Taiwan, Hong Kong).

Managed a 5-person team to create and launch a new brand in key European consumer markets (Spain, France, Italy, Belgium, Luxembourg, Canary Islands)

Identified immediate market potential and designated tactical initiatives, that when executed, would permit the existing Natural American Spirit brand to infiltrate the market in Asia

Designed and executed the Operating Plan for GPI’s Western Europe joint venture business

Developed innovative marketing and business development programs with agencies in Switzerland, US and Japan

Marketing Manager 2004 – 2006Doral Business Unit; Direct MailUpdated the infrastructure to achieve short-term Marketing goals and long-term market development plans for the Direct Mail program. Concurrent responsibility for campaign execution, targeted response rate levels, and performance metrics.

Managed a 7-person team to create all facets of Doral Direct Mail program including the strategy, creative content, pricing and promotion strategies.

Conceived, designed and executed a first-in-industry “Word of Mouth” program that grew market share and brand perception measures. Built the entire infrastructure to support the new on-line and off-line activities to support the program.

Steered on-going collaboration with the Direct Mail group to develop a series of targeted promotions designed to maximize ROI, attract consumers with the highest long-term value and propensity to switch brands.

Assistant Marketing Manager 2001 – 2004Lifestyle Marketing Group (LMG) Created and managed a 48-market Multi-Brand Retail Conversion Program (MBRCP) at LMG

for one-to-one consumer intercepts designed to compel trial and conversion among competitive consumers

o Sourced agencies, negotiated contracts and goals, created a performance tracking process

o Managed a 6-person cross-functional team to drive program results and improvementso Created SOP and training program for MBRCP agentso Managed outside agencies and goals for four RJRT investment brands

Camel Business Unit; Online Marketing Managed Camel on-line relationship marketing program.

o Revised database management strategy to improve efficacy and reacho Managed agency activities, relationship and budget

Marketing Assistant 1999 – 2001Salem Business Unit; Differentiation, Product and Packaging Managed a 12-person cross-functional team to formulate and refine the Media Plan for the

Salem brand, with a specific focus on elevating awareness and consideration for the brand Designed the advertising platform for new print campaigns. Identified publications that matched consumer

lifestyle interests. Managed product and packaging development initiatives

SHERWIN-WILLIAMS, Parsippany, NJ 1993 – 1996One of the world's leading Fortune 500 companies engaged in the manufacture, distribution, and sale of coatings and related products to professional, industrial, commercial and retail customers.Store ManagerRecruited for position with full autonomy to open and manage a million dollar business, providing leadership and insight into its development and strategy.

EDUCATION AND PROFESSIONAL DEVELOPMENT

Master of Business Administration in International Business, University of New MexicoAlbuquerque, NMMaster of Arts in Latin American Studies, University of New MexicoAlbuquerque, NMBachelor of Arts in Spanish, Washington State UniversityPullman, WAStudy Abroad Program, Seville, SpainCompleted Course, “Developing the Strategic Leader”, Center for Creative Leadership

LANGUAGES

Spanish, advancedPortuguese, basic conversant

REFERENCES

Peter Worcester: VP Marketing, Renfro Corporation. (336) 719-8109. PeterWorcester@renfro.comDave Green: VP Human Resources, Renfro Corporation. (336) 719-8265. DavidGreen@renfro.comRed Maxwell: CMO, Avid Xchange. (980) 215-1109. rmaxwell@avidxchange.com