DIRECTOR/VICE PRESIDENT OF MARKETING
Accomplished Executive with Industry leaders in Energy, Consumer Packaged Goods, and Retail
I am the Joe Montana of Marketing, where I create opportunities into big profits, utilizing enduring relationships, creativity, and in-depth customer research.
FRANK J. WANDERSKI
317 Farm View Trail Cell: 619.405.2738
Keller, TX 76248 Home: 817.337.9008
frank_wanderski[at]yahoo.com
DIRECTOR/VICE PRESIDENT OF MARKETING
Accomplished Executive with Industry leaders in Energy, Consumer Packaged Goods, and Retail
I am the Joe Montana of Marketing, where I create opportunities into big profits, utilizing enduring relationships, creativity, and in-depth customer research.
SELECTED ACCOMPLISHMENTS
Increased revenue $43 million in 2007 vs. 2006.
• Achieved the highest net profit in company history two years in a row.
• Identified new channel strategies and used unique advertising messages to drive customer growth in 2007.
Repositioned a product and increased response rates by 411% and sign-ups by 312% without a change in promotional spending.
• Conducted market research on a complex product that was failing and repositioned the messaging and positioning of the product; (i.e. changed the way the consumer perceived the product), not the product itself.
• Developed collateral, ads, tradeshow support, and marcom material for this repositioned product. Won a national marketing award as the result of my efforts.
Trademarked a market research methodology called “Getting Closerâ€.
• This ethnographic research is a process that identifies new products and services.
• Companies such as P&G, Nike, and Coke have used this process to identify new products that have rolled out into the marketplace.
PROFESSIONAL EXPERIENCE
TEXAS POWER, Dallas, Tx. 2008 – Present
General Manager (Consultant) Staff of 62, 8 direct
Manage all functions of $50 million Texas Company.
Increased sales 403% year over year.
• Consulting with a Texas REP; revamped their channel and marketing strategies to improve sales results.
• Added more customers than top four companies combined Year 2008.
• Through pricing analysis raised pricing to the inelastic part of the curve which drove incremental profit.
FIRST CHOICE POWER, Dallas, Tx. 2006 –2008
Director of Marketing
Responsible for $395 million in sales revenue along with the management of the marketing department. Increased revenue $43 million in 2007 vs. 2006.
• Achieved the highest net profit in company history two years in a row.
• Reversed customer attrition rate and directed the company to their first year of net customer growth in the company’s history through a segmented, customer-driven focus.
• Was only one of two retailers in the Texas residential market to have increased our customer count in 2007.
MARKETING EFFICIENCY, San Diego, CA
Vice President of Marketing 2004 – 2006
Provided marketing expertise to a large food company, medical software firm, and national energy provider.
• Chief Marketing Officer of America’s largest non-utility affiliated energy provider.
• Increased sales by 389% by executing a number of national marketing campaigns.
SEMPRA ENERGY, San Diego, CA 2001 – 2004
Director of Market Planning and Research
Drove business development and marketing for a business unit of a $12,000,000,000 corporation.
• Developed new business and pricing strategies that increased margin over $27,000,000.
• Generated over $2,000,000 in margin from trade show activities.
• Drove $100,000,000 in construction revenues through a customer symposium in 1 year.
ENRON ENERGY SERVICES, Houston, TX 1999 – 2000
Director of Marketing
Introduced new distribution channel for Enron. Channel strategy added $2,700,000 in margin.
RELIANT ENERGY, INC., Houston, TX 1992 – 1999
Manager, Marketing
Managed the marketing department of a $12,000,000,000 corporation.
Repositioned a product and increased response rates by 411% and sign-ups by 312% without a change in promotional spending.
• Conducted market research on a complex product that was failing and repositioned the messaging and positioning of the product; (i.e. changed the way the consumer perceived the product), not the product itself.
• Developed collateral, ads, tradeshow support, and marcom material for this repositioned product. Won a national marketing award as the result of my efforts.
• Trademarked a new market research methodology “Getting Closer.â€, which identifies a customer’s emotional attachment to a product/services/brand.
• Worked on a team that developed the branding and repositioning of “Reliant Energyâ€, a $12,000,000,000 corporation.
OTHER EXPERIENCE
• NATIONAL CONVENIENCE STORES, Houston, TX
Manager, Marketing Analysis
• Developed a marketing strategy that led to National Convenience Store’s famous turnaround.
• Increased same-store sales 13.1% year over year.
COCA-COLA ENTERPRISES, Houston, TX
Market Research Supervisor
Increased net income by 9.3% through price elasticity analysis/category management.
• Overcame objections from internal departments that market share would decline, in fact it increased slightly.
METROPOLITAN STATE UNIVERSITY, Adjunct Professor of Marketing
PUBLICATIONS AND ORGANIZATIONS
•Featured in American Demographics magazine on a case study on how to apply marketing to solve real world marketing problems “Focusing the lens on energy usersâ€.
•Past President of the Energy Marketing Research Council, a national group of marketing research professionals.
•Nationally recognized speaker on marketing products and services for organizations such as the American Marketing Association, CBI, and Frost and Sullivan.
EDUCATION
Master of Science – Management, Houston Baptist University Houston, Texas
Bachelor of Science in Business Administration, Central Michigan University, Mt. Pleasant, Michigan
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