Michael Zanconato

Implement strategies that align with brand goals and resonate with consumers.

Establish unique and compelling brand positioning to differentiate from competitors.

Create brand guidelines across various marketing channels including brand naming, logo design, B2B marketing, B2C advertising, print communication and digital visual assets.

Devise tactics to effectively communicate brand messaging, create successful campaigns, and integrate various marketing channels to achieve campaign objectives.

Conduct test market and consumer focus group research, analyze consumer behavior, and leverage insights to inform brand strategy and decision-making prior to launch.

Develop launch strategies to introduce CPG products to market, diversify corporate brand portfolio, manage product positioning, and drive market penetration.

Orchestrate cross-functional teams in product development, sales, marketing, manufacturing, and production to ensure brand consistency.

Leverage digital marketing channels and different social media platforms to increase brand awareness, engage with target audience, and drive customer acquisition.

Manage brand budgets and optimize resources to deliver strong return on investment.

Use data analytics to track and measure brand performance, build brand loyalty, improve awareness, drive market share, and increase customer satisfaction.

Motivate and guide cross-functional teams to achieve brand objectives, manage long-term and immediate-need projects, and ensure deliverables are on time and under budget.

Three consecutive C-store retailer’s best new product of the year awards.

• Sold strategic marketing plans and creative design solutions as advertising agency senior account executive. 
• Identified new business opportunities, sold additional agency services and increased bottom line by 400%. 
• Liaised with international CPG client C-suite, sales, marketing, trade marketing, brand and operations directors. 
• Devised go-to-market strategies, introduced products into new categories and diversified portfolio. 
• Conducted consumer focus groups and test market research to gain qualitative and quantitative research data.
• Mentored account team and identified opportunities to expand agency's relationship with existing customers. 
• Prioritized immediate needs and kept long-term projects on track while managing hundreds of concurrent jobs.

• Directed brand naming, logo design, branding, print and digital ad campaigns, and CPG packaging projects.
• Refreshed two 100-year-old brands to modernize product packaging for today's consumer.
• Streamlined creative collaboration, design, and production procedures from concept through completion.
• Designed B2B marketing, trade show booth, sales kit, plan-o-gram, and retail merchandising display projects.
• Created B2C direct mail, environmental graphics, building signs, outdoor billboards, and event promotions.
• Produced television commercials, videos, internet banner ads, web sites, microsites, and social media ads.
• Customized cloud-based SAAS which captured client, agency, and vendor comments, rejections, and approvals.

• Wrote detailed printing specifications, procured vendors, reviewed pricing, and scheduled high-volume press runs. 
• Designed CPG packaging, in-line labels, and cardboard shipping containers for hundreds of SKUs. 
• Identified cost-reducing and time-saving packaging solutions providing competitive advantage to market changes. 
• Reviewed pre-press digital art files and die-lines and archived outdated materials to manage obsolescence. 
• Attended digital, sheet-fed, web/offset, flexographic, rotogravure, and letterpress printing press-check approvals.
• Matched CMYK and spot colors across paper, board, polypropylene-laminated foil, and vinyl substrates.

• Supported childhood cancer patients and their families on Board of Directors of regional non-profit 501(c)(3).
• Devised two-year capital campaign strategy, engaged community, and raised $15 Million (more than 2x the goal).
• Solicited charitable donations for several non-profit foundations which raised awareness and millions of dollars.

• Acrobat • After Effects • Animate • Dreamweaver • Illustrator • InDesign • Photoshop • Premiere • XD

• Pages • Numbers • Keynote

• Adwords / Analytics • Docs • Drive • Sheets • Slides

• Excel • PowerPoint • Word

• Asana • Basecamp • Monday • Slack • Wrike

• Drupal • ExpressionEngine • Facebook • Instagram • Joomla! • LinkedIn • Twitter • Weebly • Wix • WordPress