JAMES PATRICK KENNEDY4018 Mandan Circle Madison, WI 53711

jpatrickkennedy@netscape.neth. (608) 238-7860 c. (608) 572-2079

Experience Wisconsin Foundation and Alumni Association Madison, WIChief Marketing Officer Direct and implement marketing and growth strategies for $3 billion organization Lead a team of 30 professionals that include marketing, digital, creative, copy and

alumni engagement functions to increase alumni engagement and financial contributions to the University of Wisconsin-Madison

Led the marketing efforts for the launch of the largest, most ambitious and most visible comprehensive campaign in university history

Led agency to develop master narrative, style guide and marketing executions for the universities $3.2 billion comprehensive campaign

Directed and led agency to brand the university communications for the first time in its 167 year history

Fielded the organization’s first equity tracker to determine audience affinity toward the university and the organization’s brands

Direct media planning and spend to support comprehensive campaign and alumni engagement initiatives

Grew the annual campaign +20% in dollars and +10% in participation

University of Wisconsin Foundation Madison, WISenior Managing Director of Marketing Devised and implemented organizational design to integrate two marketing teams in

anticipation of a company merger Developed and implemented new brand standards to ensure consistency and

modernization of organizational brands Grew the annual campaign +53%% in dollars and +27% in participation

LANDS’ END, Inc. Dodgeville, WISenior Director of Integrated Marketing – Lands’ End Outfitters Direct and implement growth strategies with P&L responsibilities for a $300M business

unit to drive double digit growth over the last three years Deliver marketing strategies that helped deliver 133% growth in school uniform

business over the last five years Lead a 15 person sales team that includes inside and an expanded field sales team Lead a “drive to digital” media mix shift to reduce reliance on paper and explore new

digital growth strategies Piloted, led and deliver three year strategic planning process that became the model for

the entire Lands’ End enterprise Tested new media campaigns to build awareness and generate demand – radio, digital

display, email, comparison shopping, affiliates, search and web-based apps Mentor junior marketing staff and lead MBA recruiting efforts

Director of Integrated Marketing – Lands’ End Outfitters Directed and implemented marketing strategies across Lands’ End Business Outfitters

($150M), School Uniform ($90M) and Gift Card ($50M) divisions that led to double digit growth over three years

Developed and executed integrated equity campaigns across all customer touch points including catalog, internet, print, sales, customers service and packaging to deliver consistent and impactful brand messaging

Analyzed customer purchase behavior and develop quantitative models to optimize $20M advertising budget that drove customer acquisition, retention, average order value and share of wallet gains

Led all digital initiatives including site redesigns, UX enhancements, email campaigns, promotions, contests, SEO/paid search, display advertising, and online branding initiatives to grow website sales

Led social media campaigns across Twitter, Facebook, blog, and contest platforms to increase customer engagement and enrich the brand experience

Led customer insight initiatives including qualitative, conjoint analyses, brand trackers, and creative testing to improve value prop and validate customer needs

Led team of twenty creative, direct marketing, internet, and marketing professionals with responsibility for all personnel decisions and organizational design

Led Lands’ End Gift Card business to deliver consistent three year issuance growth Led marketing initiatives for school uniform division including catalog planning,

marketing campaigns, advertising, internet and sales communications Led divisional planning process to align strategic initiatives, revenue and profitability

forecasting, business plans, and Board of Director updates

KRAFT FOODS – Oscar Mayer Division Madison, WIBrand Manager - Oscar Mayer Hot Dogs Directed marketing initiatives for $425M business including brand positioning, new

product development, consumer communications, and graphic design to improve brand health and deliver against long-term growth initiatives

Managed strategic planning, volume and financial reporting, P&L performance, and long-range planning leading to 2% volume growth in declining category

Established and gained buy-in of a vision and strategic plan that included a new product platform delivering $20-$30 million in incremental revenue

Led innovation/new product development initiatives to establish a three year product pipeline to deliver long term revenue growth

Led cross-functional teams to forecast product volume and assess capacity implications increasing service rates from 96% to 98.8%

Brand Manager – Claussen Pickles Directed marketing initiatives for $100M business including brand positioning,

innovation/new product development, and consumer communications to improve brand health and stabilize business performance

Managed strategic planning, volume and financial reporting, P&L performance, and long-range planning for leading to 1% volume growth in declining category

Delivered concept plans, new product development, packaging ideas, and consumer communication plans levering equities that reversed volume declines

Senior Associate Brand Manager – LunchablesAssociate Brand Manager – Boca Foods

MEDTRONIC, INC. Minneapolis, MNProduct Manager – Pacemakers Managed product development, channel issues, and promotional campaigns for a $30

million line of pacemakers Implemented "Brand of Choice" physician survey campaign and managed

development, distribution, and marketing strategy for field use Introduced segment and target strategy leading to accurate patient matching

DEROYAL INDUSTRIES, INC. Critical Care Specialist

Portland, OR

Supervised and coordinated sales efforts of six medical representatives for anesthesia, cardiac cath lab, and neonatal markets in eight northwestern states

Increased region's sales 22% and ranking from 22nd out of 23 regions to 12th

SMITH INDUSTRIES MEDICAL SYSTEMSSales Representative

Albuquerque, NM

Identified new business prospects resulting in increased sales of 47% in first year Increased sales additional 27% in second year Ranked #1 out of 40 sales representatives for increase in revenue

DEAN WITTER REYNOLDS Financial Auditor

New York, NY

Education UNIVERSITY OF MICHIGAN, Ross School of Business Ann Arbor, MI Master of Business Administration Emphasis in General Management, Graduated with High Distinction Honors

UNIVERSITY OF MICHIGAN Bachelor of Business Administration Emphases in Marketing and Finance, Honors Convocation Honoree

Additional Avid golfer – 4 handicap Past President – Nakoma Golf Club, present United Way volunteer and Key Club member University of Michigan MBA Recruiting volunteer Waisman Early Childhood Program volunteer