Andrew Kritzer

Nanuet, NY | 845- 624-4253 | 201- 314-6567 cell | andrew.kritzer@gmail.com | http://www.linkedin.com/in/andrewkritzer

Executive with extensive experience in product and corporate marketing, communications, and branding, on both agency and client
side. Well versed in marketing/branding strategies, online/offline communications, public relations, and project management. Adept
at building strong relationships with stakeholders and establishing a working rapport with both internal and external customers.

Core Qualifications

Marketing Strategy and Stewardship (B2C &B2B)

Consumer Insights
Integrated Marketing Communications and Production
Online/Digital/Social Strategy and Implementation
Public Relations Message Development & Media Strategy

Optimizing Agency Relationships

Team Development & Performance Enhancement
Business Case Development of Complex Issues
Reporting, Measurement, Feedback and Control Systems
Sports Marketing and Strategic Partnerships & Alliances

Professional Experience
The Association of National Advertisers (ANA)
Senior Director

2013 2015

Marketed, sold, and managed marketing workshops to member organizations. Workshops covered six key areas: Agency Relations;
Brand Building; Creative Development; Metrics; Marketing Communications and Marketing & Strategy Process. Worked closely with
members to generate content and agendas for the Advertising Financial Management, Agency Relations, Research and Measurement,
and Production Management committees. Objective of committees was to explore efficiencies, cost savings, return on investment and
bringing better value to members organizations, as well as enhance and improve the client/agency relationship to help lead to the
best possible work and optimal business results. Within committee meetings, led and provided a forum for education; networking
and discussion to help elevate individuals in their respective organizations, as well as advance client/agency relationships throughout
the industry as a whole. Meetings generated a net promoter score (NPS) of 49.2% and conferences an NPS of 52.5%, with overall
meeting and program content scoring 3.46 and 3.29 respectively (on a 1-4 basis). Responsible for the publishing of two white papers.

AKMC LLC
Sales and Marketing

2012 2013

Responsible for sales, marketing, and account services for plans, programs and campaigns that encompass advertising, website
development, social media, SEO, LBLO, SEM, and e-commerce solutions.
Implemented social media program, bringing 10,000 targeted likes to the client within a one-month period.
Developed white label program for SEO, LBLO, and PPC services for small to mid-sized companies and brought on over 100 clients
worldwide for a social media/PPC white label program (B2B execution).
Signed major advertising agencies to implement social media programs for such clients like Kraft, Louisiana Seafood and Florida
Department of Citrus.

Sharp Electronics Corporation

Associate Vice President, Strategic Marketing & Communications Division

2003 2012

Division head responsible for brand strategy and planning, US positioning, brand architecture, and analysis and interpretation of
research in a decentralized organization, reporting to the Chairman/CEOs office of a $3.1 billion subsidiary of a major Japanese
conglomerate. Accountable for pro-actively identifying marketing opportunities to grow the companys business revenues. Managed
marketing operations, budgets, up to 15 staff members, and six agencies. Managed agencies and emphasized a partner relationship.
Division responsible for all company branding, advertising, public relations, Internet initiatives (web, social media, digital, SEO and
SEM), CRM, research, sports marketing, and marketing procurement for consumer electronics (B2C), office equipment (B2C & B2B)
and solar energy (B2C and B2B), as well as corporate.
Developed the operating infrastructure and established strategic objectives, strategies, and initiatives in alignment with HQ.
Generated 20% lift in brand image by creating a comprehensive marketing and communication strategy that played a pivotal role
in growing the brand image in the U.S., and directly contributed to the achievement of the companys business objectives.
Selected by CSO to take over website reconstruction, launch, and management, resulting in a 25% lift in traffic.
Developed solar go-to-market plan for a new product launch (competitive analysis, roll-out materials, packaging, and pricing
strategy).
Applied Integrated Marketing Communications with Salesforce.com and Marketo for Solar Group.
Executed crisis management protocol for Sharps rapid response program (part of corporate risk management).
Implemented Intranet site to better inform employees of internal communication matters at a zero cost structure.

Andrew Kritzer
Active International
Director of Operations, Business Services Group

2002 2003

Managed customer base of approximately 40 clients using Actives business services. Generated key relationships that allowed the
company to be the go to source for various supply items.
Generated $3.9 million of incremental business within a three-month period by implementing new service capabilities that helped
increase group's sales efforts and expanded base offerings. Salesman on both the asset acquiring and service side of the business.
Improved P&L by optimizing group, defining strategy and assessing current lines.
Generated annual sales in excess of $18 million by developing a business plan that established customer acquisition goals and
overall expansion of the department.

Hayward Pool Products, Inc.

Director, Marketing and Communications

Prepared and implemented sales/marketing programs (trade and consumer) that helped the company achieve its annual sales
target in nine months.
Designed and launched merchandising programs for retail, retail-direct, and builder channels that reduced expenditures by 15%.
Developed marketing promotional strategies and programs (B2C and B2B) to drive national and regional sales goals that resulted
in a 40% lift in sales.
Worked on development of new product roadmap that included volume projections and rationale, pricing, cost targets, capital
estimates, engineering hours, promotional expense and ROI (robotic pool cleaners).

Samsung Electronics America, Inc.

Senior Manager, Marketing Communications

1999 2001

1995 1999

Responsible for strategic planning and research for the Consumer Electronics (B2C and B2B) and Information Systems (B2C and
B2B), and Storage Systems (B2B) Divisions.
Worked on marketing for the launch of LCD monitors. Assisted in traditional product marketing, as well as managing direct sales
through Samsung Direct.
Increased brand awareness by over 50% in a one-year period, by defining and maintaining a clear, compelling, and consistent
corporate brand.
Directed public relations activities for Samsung Electronics America, overseeing all PR initiatives for consumer electronics,
information systems, and storage systems businesses.
A senior member of the Strategic Marketing and Communications Department, reporting to the president.
Managed an internal team and multiple external PR agencies (Edelman and HWH).
Responsible for all press activities at the Consumer Electronics Show (CES), COMDEX, International Housewares Show, as well as
press events at each of the shows.
Oversaw product launches and events, initiating more than 50 announcements per year.
Evaluated opportunities for sponsorships and events.

Education
Syracuse University, Syracuse, NY
Bachelor of Science (Dual Degree)
Marketing - Crouse-Hinds School of Management
Telecommunications Management - Newhouse School of Public Communications

Board Appointments/Professional Affiliations

Past board member of the Good Samaritan Hospital Foundation (2009-2014).

Past member of the National Advertising Review Board.
Stevie Award for Best Corporate Social Responsibility Program in 2007.
Actively involved with the passage of solar provisions in the federal energy bill (2005), through the SEIA.
Guest Professor at Syracuse University, and marketing lecturer at NYU, St. Thomas Aquinas, and Montclair State University.
Past member of ANAs Brand Management, and Sports & Event Marketing committees.
Speaker at the Strategic Research Institutes Sports Marketing Forum on Branded Content and Brand Integration.
Panelist at the PMAs event on Utilizing Sports Marketing to Build Integrated Promotions, the Street and Smiths Sports
Marketing Symposium, Variety Sports Entertainment Summit, and ANA/IEG Sponsorship & Event Marketing Summit.
West Nyack Little League 2004 Volunteer of the Year Award recipient.
USA Hockey referee from 1989 to 2004.
Winner of a Gold Effie and two Ace Awards.