Global management consulting firm specializing in market analysis and strategic growth plan development for private equity and portfolio companies, investment banks and the Fortune 500. Multi-vertical market due diligence in finance, technology, consumer, oil and gas, transportation, retail, foodservice, health care, and manufacturing.
PATRICIA MCMARTIN Page 2 of 2

Strategic marketing and brand consultancy providing full spectrum marketing consulting to start ups, mid cap, and large enterprise clients to include T-Mobile, Coca-Cola, Ocean Spray, Royal Caribbean, Luxottica (LensCrafters and Sunglass Hut), L'OREAL, Deluxe, Capital One, AIG and HomeAway, Inc. Consulting practice Includes interim CMO/executive assignments in financial services, health and nutrition, and travel verticals. Interim executive assignments include:

Hired as brand strategy consultant to ready HomeAway brand for domestic and global launch in the vacation rental travel vertical.  Developed global HomeAway brand and readied all marketing communications and media to support a channel expansion launched in April 2009.  Served as interim VP, US Marketing in addition to VP, Global Brand Marketing overseeing B2B and B2C marketing leading to annual revenue growth of 40% at higher than industry EBITDA.

Joined AIG on an interim basis to oversee rebranding initiative for both AIG Retirement and AIG Annuity. Supported 10 vertical lines of business and 40 clients for the on-time launch of the revamped businesses.

Hired as contract employee to develop and direct all aspects of first ever corporate brand/advertising, public relations, promotion, sponsorships, market research and website for regional health insurance brand – FirstCare – owned and operated by two regional health care systems. Designed and implemented successful brand strategy and architecture leading to winning Texas Chamber of Commerce award.
 Plan membership grew by +15% on enhanced HH awareness (42% to 90%) and stronger brand consideration (20% to 60%) despite modest budget.

Developed and implemented all brand build and marketing communications strategies and tactics, responsible for lead generation and revenue/profit across all channels.
 Increased ROI of MarCom vehicles by +25% through migration of brand investment to online channels and implementation of ROI optimization model.
 Established stronger consumer cross sell (+10 pts) through lifestyle communication.

Developed and implemented the global corporate brand strategy/advertising for all vertical lines of business including credit card, banking, small business, auto, and savings products.
 Breakthrough industry advertising, achieving universal brand awareness in under 2 years
 Grew youth-oriented promotions/public relations initiatives (Capital One Bowl/Mascot Challenge) to improve brand salience and business performance (+12%) amongst critical consumer segments.
 Named to Advertising Age Top 50 Marketers. Page 2 of 2

Global position responsible for the global growth of air care, and personal care in addition to the domestic growth of furniture care. Co-leader of the global "marketing centre of excellence" overseeing brand strategy and the innovation pipeline development.
 Domestic divisional growth (3-year CAGR) in excess of 10% during tenure, twice Sara Lee corporate average.
 EU brand share within air care, personal care and shoe care profitably grew to #1 or #2 in each respective category, outpacing SC Johnson.

 Defined lifestyle segmentation and innovation strategy for flagship Adult Brand -- Special K. Introduced award winning new line extensions to Special
● and Raisin Bran (Raisin Bran Crunch) to improve brand salience amongst youth market. Combined brand growth in excess of 8% in stagnant category. Oversaw Global Nutrition Initiative to elevate nutritional marketing for Adult brands and all Kellogg's brands.
 Repositioned Kellogg's Company to secure leadership position in Mass, Club, Drug and C&G channels developing a corporate 'go to market strategy" which was adopted across all cereal and convenience snack brands. Kellogg's recaptured the #1 share position in all channels and became category captains with leading channel retailers.

Interim assignment with the goal to heighten the brand awareness of The Foster Grant Group which was formed with the goal to market the company for sale. The new organization resulted from the acquisition of three regional sunglass/reading glass companies. Focus was also to streamline the product portfolio, enhance revenue/profits, while increasing the profile of Foster Grant with both consumers and target investors.
 Company sold within planned 18-month horizon for 1.5 times target price.