ALICE H.

RONCONI
Henderson, Nevada 89014 (c) 702-375-9374 alice_ronconi@yahoo.com Marketing Expert: Uncovers Insights, Builds Brands, Strategies & Programs that Drive Sales/Revenue & Profits Grew Coca-Cola share of channel from 32% to 52% in four years by identifying consumer insights, trends through market research and leveraging of AC Nielsen, Symphony/IRI, Scarborough/MRI/ARBITRON, CCT+, Panels and NPD/CREST data which led to breakthrough marketing and promotional programs, which enhanced loyalty to brands, consumption, and more. Award winner for significant achievements. 15+ years CPG in brand and field marketing (channel, trade, customer, category) roles for Coca-Cola and M&M/Mars, 5 years Ad Agency, 3+ years consulting experience providing marketing services to small/medium sized companies, 1 year B2B inside sales marketing. Productive contributor who is driven by achieving results; required two individuals to replace her when she moved into new roles. Coached, mentored and developed teams at Client Development Services, R&R Partners and Mars, Inc. Led cross-functional teams at Coca-Cola and delivered over Plan Volume every year. CDS team generated $1.9M. MBA, International Business from Kogod School of Business at American University PROFESSIONAL EXPERIENCE

AHR, LLC, Marketing & Business Consultant, Las Vegas, Nevada 2008-2010, 2011-Present
Provide outsourced marketing services on project basis including: strategic planning, brand positioning/repositioning, promotional programming, custom market research, copywriting, presentations and sales tools, SEO/SEM, pricing strategy, SWOTs, and strategic alliance partnerships. Created complete brand strategy, essence and positioning of artesian, 100% Natural beverage, 100+ year old brand, which too few know. Creative incorporated the brands historical significance and communicated its healthful properties. Collaborated with Sales Consultant to relaunch and expand its availability, and developed entire social media (including website re-design) & media plans. Grassroots efforts built on existing fans of the brand and spread its gospel. Designed and analyzed custom research program to position advertising proposition for new medium located on premise within casino environment. Research results became basis for selling proposition for advertising. One beverage brand experienced 300% increase in usage. Brokered strategic alliances for this start-up company to accelerate sales of advertising contracts and distribution of their offering within Tribal Nation casinos.

University of Phoenix, Las Vegas, Nevada 2009-Present

Faculty - Teach college mathematics, part time evenings and weekends. Enjoy facilitation and analytics.

Client Development Services (CDS)(Acquired by RDI), Las Vegas, Nevada 2010-2010

B2B Sales and Customer Development company which acts as an outsourced inside sales organization for its clients.

Director, Client Marketing

Developed strategic marketing plans and tactical marketing programs that drove client and portfolio revenue growth double digits in six month period. Extensive usage and analysis of CRM database to adjust outbound campaigns. My CDS Team delivered $1.9M pipeline for sales performance company in 5 months. Spearheaded the RFP process and materials for largest CDS customer that resulted in a new signed agreement. COCA-COLA, NORTH AMERICA, Foodservice Division, Las Vegas, Nevada 1999-2007

Senior Channel Marketing Manager/Senior Customer Marketing Manager

Go to expert in the gaming industry for consumer trends, customer account strategy, research and general consumer data. Developed 1, 3, and 5 year strategic marketing plans and promotional programming for gaming channel for entire North American market. Forecast annual volume plans; exceeded Plan every year. Converted over 24 casino companies in 2 years. Based upon customer and consumer research, re-positioned the Coca-Cola value add selling proposition to gaming customers, built sales tools (Gaming Presentation Toolkit and Gaming Activation Guide), mentored and coached sales and bottling associates. Created highly-rated Gaming Channel workshop for annual sales meetings. Built transportable experiential tools for customer presentations. Delivered $7M incremental with Windicator programming. Created and implemented custom programs including collateral materials, advertising campaigns and themes leveraging relationships with Coca-Cola strategic partners and assets such as NASCAR, PGA Tour, Blockbuster, Brown Forman, Bacardi, and more resulting in competitive advantages for properties pouring Coke products vs. the competition. Authored and executed over 100+ custom programs in Gaming, Convenience Retail, Mass, Grocery, Drug and Food Service Channels within eight years. Rocketed 2007 sales volume +16% for the Gaming Channel where the overall Foodservice division shrank -1%.

ALICE H. RONCONI Page 2 alice_ronconi@yahoo.com

ADDITIONAL HISTORY (Details upon request) R&R PARTNERS, Las Vegas, Nevada 1998-1999 Senior Account Supervisor Managed portfolio of clients, directed account and creative team of six. P&L responsibility for portfolio. Increased billings 20% and increased profitability through better management of internal resources, improved planning and minimizing crises. Built and launched Anthem brand for Del Webb leading to selling out of master planned community two years earlier than planned. Client portfolio comprised of: Education, Water and Electric Utilities, Real Estate/Master Planned Communities. SHONKWILER/MARCOUX ADVERTISING, Las Vegas, Nevada 1995-1998 Senior Account Executive Devised positioning/advertising campaign for the Sands Expo, winning a Las Vegas Addy Award. Expanded accounts in Gaming, Electric Utilities, Convention, Education, and Retail. ETHEL M. CHOCOLATES, INC, Las Vegas, Nevada 1988-1995 (Division of Mars, Inc.) Marketing Manager (Equivalent of Director level position)/ Production Shift Manager st P&L - Brought mail order division to profitability for 1 time and rocketed sales 200% in 12 months. Turned around and repositioned Ethel M brand, launched new products, redesigned and implemented packaging changes that enhanced manufacturing efficiency; revamped direct marketing significantly increasing frequency, reach and campaigns ROI within same marketing budget. Delivered incremental sales by launching ETHEL M new package into Costco during Christmas season. Designed packaging and sales material leading to successful sell in. Directed, trained and motivated +82 production staff members. Developed and instituted cross-training programs, planned job rotations and a mentor program. M&M Mars, Hackettstown, New Jersey 1986-1988 (Division of Mars, Inc.) Brand Supervisor TWIX Cookie Bars Launched brand into the cookie aisle doubling size of the business. Self-liquidating offer redeemed at second highest level in company history. EDUCATION Masters of Business Administration ~ International Business Kogod School of Business, American University, Washington, DC Bachelors Degree ~ Theatre Arts Trinity College, Hartford, Connecticut PROFESSIONAL MEMBERSHIPS American Marketing Association AWARDS 2008 Turnaround Management Association of NVs Volunteer Committee Champion of the Year - Nominee Coca-Cola 2007 Presidents Circle Award, Project Momentum (one of only two marketers to receive this sales award) Living the Values Foodservice Marketing Award (2007) Bronze Red Tag Award (2005) 1st Quarter Performance in Action Award (2003) 2nd Quarter Big M Marketing Excellence Award (2001) 4th Quarter Group Vice President Award (2000) SKILLS Fluent Italian; Upgradeable to fluent Spanish, French Microsoft Office (Word, Excel, PowerPoint, Outlook), Scarborough/MRI/Arbitron, AC Nielsen, Symphony/IRI, CCT+, CREST/NPD, Home Scan, Microsoft CRM