This document provides a summary of Daniel Skahen's professional experience and qualifications. It outlines his expertise in various areas of marketing communications including strategic planning, branding, market research, creative direction, client relationships, and team leadership. It then provides details on several past client projects, highlighting objectives, implementation of marketing strategies, and results achieved for each.

1. Daniel Skahen

2. Senior Integrated Marketing Communications Specialist proficient in all facets of advertising, marketing

and public relations.
Dynamic and talented leader with superior managerial, operational and client management skills, with

experience in a variety of industry sectors.
Adept at concepting and implementing comprehensive integrated marketing communications plans

that provide solutions for clients with outstanding and measurable results.
Strategic Planning Client Relationship Management Branding Solutions
Market Research & Analysis Creative Direction & Oversight Interactive Strategies
Lifestyle Marketing New Business Development Team Leadership

3. A. Consumer Retail
Frito-Lay – developed a national in-store sales promotion with Wal-Mart to leverage Frito-Lay‟s FLW
Professional Bass Fishing sponsorship. The program included both a consumer promotion, as well as a
sales incentive program for Route Sales Reps. POS materials were produced, and a contest was
implemented. Research was utilized to plan strategic approaches for both the consumer and Frito-Lay
RSR‟s (route sales reps).
The Pepsi Bottling Group – Both fountain and vending promotions were developed to support their
NASCAR sponsorship. Point-of-Purchase materials supported the program, along with a “Vend-and Win”
program, with a fountain cup/coaster giveaway for consumers. Original programs included “t-shirts in-a
bottle” and “ticket vouchers-in-a-bottle.”

4. A. Consumer Retail (Continued)
Seagram Americas/Diageo – An aggressive public relations program was designed to support Crown
Royal‟s Professional Bass Fishing Sponsorship. A traditional press release program was supplemented by
in-market promotions that took place all over the southeast. Team Crown Royal made special
appearances in bars and restaurants. In addition, a sampling program and interactive fishing simulator
promotion supported the efforts.
Daytona USA – Heavily involved in quantitative and qualitative research initiatives that included Lifestyle
Segmentation. In addition, I directed the broadcast television and print schedules, and was involved in
photo shoots and broadcast television commercial production.
Simpson Performance Products – As one of motorsports leading outfitters, the client was looking to reach
the consumer market segment. We developed an e-commerce site to sell both Simpson and co-branded
products, and produced a sales catalog. I was also directly involved with launching their Web site
initiative.

5. A. Consumer Retail (Continued)
Benihana – Directed all national advertising efforts, to include television production and media placement.
I was directly responsible for all national and local public relations efforts. Utilized ongoing research for
planning purposes and worked extensively with the lead ad agency and public relations practitioners.
Pharmacia & Upjohn – Conducted national qualitative and quantitative research to launch the product
Rogaine to the Hispanic market. Research was conducted to plan advertising, marketing and public
relations strategies. Also directed production on their Web site marketing to help launch the product to the
Hispanic market.
Coca-Cola – Managed the “Art in the City” program for Cola for two years. It was designed to expose
children in both the African American and Hispanic communities of Miami to art. The program received
national media coverage.
American Express – I was responsible for managing the American Express Direct Action program for the
restaurant industry. The program was structured around direct response marketing to existing American
Express cardholders. Preferred restaurants participated in the coupon-driven and incentive-based
marketing effort.

6. B. Television and Print Production
NASCAR – Managed and produced their national print and broadcast campaigns for two years. I was
responsible for managing an internal team that toured the country with a photographer and film crew. I
was heavily involved in the final edits of all television spots and worked extensively with the creative team
to develop national campaigns.
Marshall‟s Department Stores – Responsible for overseeing creative print and television broadcast
production for their national Hispanic ad campaign. Included a public relations component, as well as the
introduction of in-store bilingual signage in key Hispanic markets for both the United States and Puerto
Rico.
Pharmacia & Upjohn – I was the key contact with the client and was responsible for securing the account as
a result of an agency review. In addition, I worked with our creative team to research and launch their first
Hispanic broadcast television campaign, and assisted with casting and broadcast television production.

7. C. Point-of-Sale/Sales Promotion
Frito-Lay – In-store signage, POS displays, posters
The Pepsi Bottling Group – In-store signage, fountain cups, table tents, coasters, danglers, Vend-and-Win
Products and premium items
Seagram Americas – Posters, table tents, coasters, POS displays and premium items to support Crown
Royal‟s Professional Bass Fishing Team
RMS Networks – Worked with creative team to launch the private in-store television network that made
It possible to deliver messages to consumers at the point-of-purchase. I was solely responsible
for developing their advertising, marketing and public relations plan. In addition, we launched their print
campaign to national advertising trade publications (i.e. Adweek and Advertising Age), and
category specific publications (i.e. food and beverage, advertising trade).
Marshall‟s Department Stores – Bilingual In-store signage
Royal Caribbean– POS Displays, posters, brochures, game pieces

8. D. Direct Response Marketing
American Express – Comprehensive direct marketing program directed towards Cardholders to support the
restaurant industry.
Georgia State Parks & Historic Sites – Responsible for developing strategic direct marketing plans for the
State Park Lodge System for both the group and leisure markets. Included the production of direct mail
pieces and FSI‟s. Headed up a comprehensive and ongoing research initiative for the past three years that
included focus groups, intercept studies, exit surveys and ideations sessions. I also launched an Internet
based direct response program geared toward the media to help encourage press coverage.
Royal Caribbean Cruises, Ltd., Radisson Seven Seas Cruises – Utilized database and direct response
marketing to produce their Past Passenger programs, as well as incentive programs geared towards travel
agents.
Val- Pak – Managed the direct mail franchise for Central New York and provided clients with direct
response services.
Advo, Inc. – Functioned as the Quality Assurance Manager to ensure control over production and
distribution of weekly programs to over 2.5 million homes. Provided ongoing council on postal
regulations.

9. E. Interactive Marketing
ASA Racing - Provided creative direction, production and Web site management and maintenance services
with the launch of their new Web site.
Camp Fire USA – Provided creative direction, copy writing and e-commerce solutions for a regional
fundraising campaign and separate Web site for the Georgia Council.
The Georgian Terrace Hotel – Provided creative direction to enhance the existing hotel‟s Web site.
Georgia State Parks & Historic Sites – Provided ongoing creative support and direction for their Web site for
nearly four years. Developed a quarterly e-mail campaigns geared towards the media to encourage press
coverage and general public relations support.
The Georgia Mountain Fairgrounds – Provided creative direction, copy writing and ongoing maintenance
for the Web site for the past two years. Also initiated online ticket sales for their Superstar Concert Series.
Also launched e-mail campaigns to visitors of the Web site to encourage additional visitation.

10. E. Interactive Marketing (Continued)
Pharmacy Week – Designed an interactive solution for this pharmacy professional‟s employment resource.
Included focus groups to determine user preferences, etc.
Pharmacia & Upjohn – Provided creative services and direction to launch their first Web site geared towards
Hispanics to market Rogaine.
F. Sales Incentive Programs
Frito-Lay – Designed for Route Sales Reps to encourage product placement in Wal-Mart stores.
Camp Fire USA – Designed an original program to help the national organization launch a new fundraising
effort. A sales incentive Program was developed to motivate members. The program included the design
of a Web site and was supported with collateral materials.
Royal Caribbean Cruises, Ltd. – Served as account director and worked with their national sales department
to design incentive programs for travel agencies and tour operators.

11. G. Hospitality/Travel & Tourism
Royal Caribbean Cruises, Ltd. – Worked extensively with the marketing department to produce collateral
support materials that Included brochures, Shore Excursion Guides and point-of-purchase materials for
travel agencies.
Brasstown Valley Resort, Georgia State Parks & Historic Sites, Georgian Terrace Hotel, Jekyll Island
Authority – Concepted and Developed strategic public relations plans, and managed the public relations
staff for implementation.
The Georgian Terrace Hotel – Responsible for the advertising, marketing and public relations efforts for
the past three years. Involved in print collateral production, public relations and the promotion of special
on-site events.
Georgia State Parks & Historic Sites – Functioned as the account lead for the past five years. I was
personally responsible for all advertising, marketing, public relations, creative development, media and
research initiatives.
The Georgia Mountain Fairgrounds –Successfully worked to redesign and relaunch the brand to increase
visitation to the Georgia Mountain Fairgrounds and Towns County. Responsibilities included the
development of strategic advertising, marketing and public relations initiatives to support the annual
Roots & Music Festival, Georgia Mountain Fair, Georgia Mountain Fall Festival and the Superstar Concert
Series. Also provided advertising and PR support for annual juried Hiawassee Festival of Arts fine arts and
fine crafts festival in conjunction with the Mountain Arts Association.

12. H. Technology Accounts
RMS Networks – Helped to launch in-store interactive television networks to the Trade via a
comprehensive advertising and public relations campaign. Products included Pharmasee TV and BevTv
which were delivered via satellite. The format was content based television that offered advertisers the
opportunity to influence purchase decisions directly at the point-of-purchase, while customers viewed
network quality health, entertainment and information programming.
Advanced Technical Products – Introduced an advertising campaign to the trade for this manufacturer
of advanced composite structures that included autoclave lamination, filament winding and resin
transfer molding geared towards aerospace and defense companies.
Motorola – Developed marketing initiatives, package design, sales support materials, and public relations
strategies for the Motorola i1000 Satellite phone.
Sprint PCS – Introduced Sprint PCS to the Hispanic market via public relations and advertising.
Pinpoint Systems – Launched products to both the consumer and the trade for this navigational software,
hardware, sonar, and radar company for the marine industry.

13. Objective
Develop a new fundraising effort to support local

programs
Design a program that has potential to go national, with

the potential for recurring revenues
Create a program that encourages participation by youth

and teens on all levels to generate excitement and
participation
Implementation
The brand “Community Colors” was created to help

market the new fundraising effort
An original incentive-based program was developed, and

designed to reward members for their fundraising efforts
A video was shot and produced to help explain the

program, generate excitement and educate other
chapters and councils on how to launch the fundraising
effort
Developed a flag design contest to encourage

participation by youth and teens ,and developed a line of
seasonal flags that could be sold for fundraising
purposes for Clubs, Camps and Groups
Results
Recognition from the national headquarters of Camp Fire

USA
Original program was developed for Camp Fire Clubs,

Camps and Groups
Program was launched by several of Camp Fire USA‟s

leading councils to test the feasibility of the new program
as a national fundraising effort
Impressive sales were generated to help supplement

programs at the local level for participating councils

14. Objectives
Utilize public relations to support Team Crown Royal‟s

Professional Bass Fishing sponsorship
Promote Team Crown Royal on national, regional and local levels

Build attendance at local in-bar events that include product

sampling, an interactive fishing simulator and “meet and greet”
for team members
Implementation
Developed comprehensive press kit to generate excitement with

the media
Built customized media lists to coincide with fishing

tournaments and in-bar promotions
Utilized press kit mailings, coupled with aggressive media

pitching to encourage press coverage for Team Crown Royal
Organized Media FAM trips to allow writers to fish with

professional anglers from Team Crown Royal
Results
Renewal of Team Crown Royal sponsorship by Seagram Americas

Growth of Team Crown Royals sponsorship with addition of a

promotional team , as well as additional professional anglers
Average of nearly $1 million dollars annually in PR value for the

Crown Royal

15. Objectives
Leverage Frito-Lay‟s Operation Bass sponsorship

Create a program geared towards Frito-Lay Regional Sales Reps

Design an incentive program for Frito-Lay‟s Route Sales Reps

Implementation
A Sponsorship Activation Guide and interactive CD was created

and distributed to Regional Sales Managers
Research was conducted to determine what type of incentive

would motivate Route Sales Reps
Original “Fish „N Chips” POS materials were created and

distributed to 2,700 Wal-Mart stores in kits. The kits included
motivational material, instructions, in-store signage, celluloid
buttons and hologram stickers
A Route Sales Rep contest was designed and implemented to

encourage installation of the POS materials in Wal-Mart stores
Results
It was determined through research that cash and travel would

function as the greatest incentives
Over 80% participation resulted in installation of POS displays in

over 2,000 Wal-Mart stores
The program was so successful that it was showcased at the

Wal-Mart Annual Shareholder‟s meeting and implemented in-
market the following year

16. Objectives
Design and launch and updated brand identity

Increase multiple site visits, especially to underutilized parks

Build visitation and occupancy during weekdays, the shoulder season

(September – March) and off-season (December – February), while
encouraging visitation (day use) and occupancy (stay use) for FY2006-07
Increase public awareness, participation and support of Stakeholders

Implementation
Developed and launched an annual integrated advertising, marketing and

public relations campaign, with a new brand identity
Initiated a comprehensive research initiative to help retain customers and

attract new ones (included exit surveys, ideation sessions, focus groups and
Lifestyle Segmentation analysis)
Organized a series of Media FAM trips to encourage the press to write about

Georgia State Parks & Lodges
Designed and launched a quarterly e-mail campaign to promote story ideas

and encourage photo usage by the press
Coordinated an effort to secure new photography, and helped to develop an

online photo library that is accessible by the media, with the capability to
track all requests for follow up by the PR and marketing departments
Results
Received extensive media coverage in local, regional and national print, radio

and television
Generated over $5.7 million in publicity for FY2006-07 as a result of

aggressive public relations initiatives (an increase by $2.5 million since FY
2003-04)
Successfully designed and launched a new brand for Georgia State Parks &

Historic Sites in FY2006-07
Conducted a series of “themed” Media FAM trips to showcase and encourage

multiple site visits, and garnered national and regional press (included articles
in Sky Magazine, Points North and Atlanta Journal Constitution)

17. Objectives
Develop a comprehensive print and broadcast image

campaign to support NASCAR‟S Winston Cup, Busch and
Truck series
Create a campaign that has the ability to build upon the

existing fan base and attract new interest by both
consumers and corporate America
Capture the essence of the sport to generate

excitement about NASCAR
Implementation
Developed print and broadcast media plan that featured

the new image campaign
Designed creative image campaign to support all three

series
Coordinated print and broadcast shoots at several races

to capture impactful racing images for all three series
Results
Designed a clever, eye-catching campaign that brought

NASCAR‟s image to a new level
Helped grow NASCAR‟s image exponentially to the point

that they hired a national agency to take them to the
next level
Print and broadcast campaign aired on national and

cable television, and appeared in national sports and
trade publications across the U.S.

18. Objectives
Develop and launch an integrated advertising, marketing and

PR campaign
Differentiate RMS from traditional advertising mediums

Position RMS as the industry leader in providing retailers with

the latest technology to generate sales at the point-of-
purchase
Generate interest and sell advertising programs on existing

RMS networks (Advanced Auto Parts, PharmaSee TV)
Implementation
Developed comprehensive media plan and established annual

budget to support the efforts
Established corporate identity and brand architecture for RMS

Networks to reinforce brand awareness
Created press kit and public relations campaign to help raise

awareness of RMS Networks and support ad campaign
Results
Exposure in national advertising trade publications that

included Adweek, Brandweek and Advertising Age
Launched an aggressive national advertising and PR campaign

(automotive and pharmacy categories)
Established RMS Networks reputation as a leader in providing

an effective medium to stimulate point-of-purchase sales

19. Objective
Develop strategy to tap into the growing Hispanic

market in the U.S. for Rogaine
Determine attitude, awareness and usage of Rogaine

with U.S. Hispanic market
Build loyalty amongst Hispanic users of Rogaine

“Pharmacia & Upjohn, Kalamazoo, Mich., to
Implementation
CreatAbility, Coral Gables, Fla., as the first
agency to handle advertising and public Conducted qualitative and quantitative research in

relations aimed at Spanish-speaking consumers
key U.S. Hispanic markets (New York, Miami,
for its consumer health care division, which
Chicago and Los Angeles)
markets such products as Cortaid and
Identified Hispanic spokesperson to appear in
Dramamine. Billings were not disclosed, but 
Spanish language national television campaign
Advertising Age estimated them at $14 million”
Developed a comprehensive advertising, marketing

and PR plan for Rogaine
Tested Hispanic creative advertising campaign with

focus groups prior to launch
Results
Launched national integrated advertising, marketing

and public relations campaign for U.S. Hispanics
Built loyalty amongst U.S. Hispanic consumers

Increased usage by 30% in the first year amongst U.S.

Hispanics (in major U.S. Hispanic markets)

20. Objectives
Increase bookings with travel agencies

Create an incentive program that will reward agents for

their efforts
Design a comprehensive program that will help to build

brand loyalty for Royal Caribbean
Produce seasonal programs to help fill cabins on all

itineraries
Implementation
Designed a series of attractive direct mail pieces that

offered value to potential travel agents and their clients
Created a direct mail program that had an incentive

component to encourage agents to book over a
competitor
Developed additional support pieces that agents could use

to market to their potential clients
Results
Established brand loyalty within the cruise industry

Educated agents on the benefits of selling a Royal

Caribbean Cruise
Averaged an agent participation rate of nearly 40% by

agency
Booked an average of 200 cruises off of each customized

direct mail program

21. A talented, educated and well seasoned Integrated Marketing Communications Specialist ready to take
‣
on a challenging and rewarding position that will utilize the many skills acquired by working diligently
to provide clients with nothing short of excellence.
Contact me to help your company improve processes, keep on top of trends and apply new
‣
technologies to bring impressive and measurable results.
EDUCATION
Master of Arts: Media Ecology
New York University, New York, New York
Bachelor of Arts: English/Communications
Minor: Fine Arts
Le Moyne College, Syracuse, New York
Daniel Skahen
1590 N. Morningside Drive
Atlanta, Georgia 30306
Phone: 404-876-7514
E-mail: danielskahen@aol.com