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Michael Desroches_Resume_June2015

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Brand Inspiration
Brand Inspiration

Michael Desroches is a Director of Creative Services based in Hartford, Connecticut with over 15 years of experience in branding, marketing communications, and creative direction. He has held leadership roles developing creative strategies and managing teams at several companies. Currently, he is consulting in areas including advertising, branding, communications, and design.

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M I C H A E L   D E S R O C H E S   203-­‐824-­‐4282   conceptualimaging@mac.com   Hartford,  Connecticut       www.linkedin.com/in/michaeldesroches   www.michaeldesrochesonline.com     D I R E C T O R   O F   C R E A T I V E   S E R V I C E S   BRANDING  &  IDENTITY  |  MARKETING  COMMUNICATIONS  |  CORPORATE  &  PRODUCT   POSITIONING   Discovery-­‐focused   strategist   with   a   15+year   background   sparking   meaningful   connections   between   brands   and   customers  to  achieve  business  goals.    Influential   storyteller,  able  to  engage  all  levels  of  clients,  business  partners,  and   senior  leadership;  equally  comfortable  shaping  messages  and  pitching  new  ideas.  Thinker,  maker,  and  mentor,  talented   at  inspiring  a  culture  of  excellence  that  drives  creatives  toward  original  concepts  and  their  best  work.   S I G N A T U R E   S T R E N G T H S   − Relationship  Building   − Lead  /  Revenue  Generation   − Talent  Management  &  Recruiting   − Print  &  Digital  Media   − Customer  Loyalty     − Presentations   − Content  Strategy   − Visual  Design   − Copywriting     C A R E E R   P R O G R E S S I O N   CAREER  NOTE:    Currently  consulting  in  the  areas  advertising,  communications,  branding,  and  design.     Director  of  Creative  Services,  Corporate  Marketing  |  2013-­‐2015   Cathedral  Corporation,  Rome,  NY     Established   a   creative   services   department   to   fulfill   expanding   needs   for   newly   acquired   clients   in   the   higher   education,   nonprofit,  and  financial  sectors.  Supported  overall  marketing  and  communications  for  brand  awareness  during  acquisition  of   Cunneen  Company,  StudentSource,  and  AXIS  Data  Solutions.  Managed  annual  budget  and  delivered  leadership  for  sales  and   marketing   departments.   Balanced   and   differentiated   multiple   sub-­‐brands,   developing   brand   architecture,   marketing   programs,  and  sales  collateral  to  improve  performance  across  verticals.     − Avoided   significant   labor   costs   while   growing   department   by   building   a   virtual   team   of   freelance   writers,   designers,   animators,  and  marketing  partners  to  meet  evolving  client  and  corporate  marketing  needs   − Launched   a   StudentSource   marketing   program   to   strengthen   reach   in   Higher   Education   market;   initial   campaign   delivered  32  leads  /  $17,000  in  sales;  Veterans  Bulletin  campaign  attracted  110  leads  /  an  estimated  $70,000   − Nurtured  relationship  Buffalo  State  University  by  creating  a  Thank  You  video  for  the  organization,  introducing    motion   design  and  video  to  Cathedral’s  service  offerings;  client  requested  additional  work  in  this  area   − Created  all  “church”  vertical  collateral  and  marketing  programs  for  ParishPay  eGiving  partnership  under  tight  deadline;   holistic  “suite  of  stewardship  solutions”  was  released  at  the  International  Catholic  Stewardship  conference     Director  of  Creative  Services  |  2010-­‐2013   Cunneen  Company,  Hamden,  CT     Reinvigorated   the   brand,   identity   design,   and   positioning   of   a   national   company   in   the   Catholic   fundraising   and   communications   marketplace,   serving   Catholic   parishes   and   Dioceses   nationwide.   Developed   collateral   and   website   to   promote  product  offerings  across  four  segments.  Introduced  solutions  in  marketing  and  a  national  direct  mail  program  while   operating  under  a  lean  budget.     − Attracted  3-­‐4  new  offertory  clients  and  a  Dioceses  campaign  with  “Good  Shepherds”  campaign,  a  VIP  program   − Opened  doors  in  the  areas  of  fundraising  solutions  via  a  new  Community  Engagement  offering  that  created  a  dialogue   between  sales  team  and  parishes  on  Offertory  Enhancement  and  Capital  Campaigns      
M I C H A E L   D E S R O C H E S     C A R E E R   P R O G R E S S I O N   P A G E   2     Director  of  Marketing  &  Creative  Services  |  2010-­‐2013   AlphaGraphics  New  Haven,  Hamden,  CT     Leveraged  experience  to  extend  company  from  a  traditional  print  and  mail  company,  to  a  full-­‐service  design  and  marketing   agency   with   the   capacity   to   serve   small-­‐   and   mid-­‐sized   businesses.   Managed   internal   direct   mail   and   sales   marketing   programs,   and   executed   all   high-­‐level   design,   messaging,   and   branding   efforts   for   organizations   in   New   Haven   and   surrounding  area  markets.       − Developed   new   business   and   revenue   by   launching   the   sub-­‐brand   “Team   Eng(AG)e,”   as   well   as   sales   package   that   received  an  immediate  response  from  roughly  10  local  brands     − Increased  brand  awareness  and  follower  conversations  across  social  media  with  program  and  a  Chamber  of  Commerce   event    attended  by  100+  local  business  people  (2012)     Adjunct  Professor  /  Course  Developer  |  January  2009  –  May  2011   Southern  Connecticut  State  University,  New  Haven,  CT     Taught   “Fundamentals   of   Communication   Design”   and   “Corporate   and   Product   Information   Design”   as   part   of   an   undergraduate  advertising  and  promotions  program.     Consultant  &  Owner  |2007-­‐2010   Michael  Desroches  Marketing  &  Communication  Design,  Newington,  CT     Provided  consultation  including   graphic  and  motion  design,  branding  and  positioning,  and  copywriting  for  both  print  and   electronic  marketing  communication.  Notable  clients  included:     − Fortune  Builders,  Inc.:  books,  audio  programs,  packaging,  direct  mail,  web,  and  ad  solutions   − iSend:  display,  marketing  collateral,  and  web  graphics  for  corporate  point  of  sale  programs   − Turning  Point  Extended  Care:  identity  /  positions  for  branding  and  marketing  communications   − CTQ  Solutions:  branding  and  marketing  for  tradeshow,  advertising,  email,  web  and  motion  display     Senior  Marketing  Manager  /  Marketing  Communications  Manager  |  2003-­‐2006   CheckFreePay,  Wallingford,  CT     Directed   a   large-­‐scale   rebranding   effort   for   a   new   point   of   sale   program   and   related   tools   in   12,000   retail   locations.   Coordinated   efforts   with   senior   executives   and   across   internal   sales,   marketing,   legal,   and   distribution   departments.   Developed  corporate  communication  plan  and  led  training  initiative  to  ensure  project  success.     − Increased  revenues  with  a  monthly  agent  mailing;  40%  of  existing  agents  upgraded  their  product  mix   − Generated  a  consistent  monthly  increase  in  bill  payments  and  card  purchases  as  a  result  of  improved  brand  awareness   and  retailer  acceptance   − Cut  startup  kit  cost  per  agent  in  half  by  implementing  a  process  for  training  material  ordering     − Received  2005  CheckFreePay  Re-­‐Branding  Leadership  Award       Art  Director/  Designer  /  Marketing  Administrator  |1999-­‐2003   HealthIS/Source  Medical,  Wallingford,  CT     Gained  experience  leading  an  ad  agency,  reporting  directly  to  marketing  director  and  collaborating  with  executive  leaders  in   IT,  Product,  Sales,  and  Legal.  Managed  $1.8M  budget  for  projects  including  advertising,  sales  tools,  electronic  media,  direct   mail   programs,   icon   design,   user   meetings,   and   tradeshows.   Established   a   corporate   standards   policy   and   procedures   implemented  throughout  the  entire  organization.     − Developed   a   direct   mail   campaign   for   30+   tradeshows   annually,   reaching   75,000   attendees;   creative   strategy   and   materials  promoting  a  2001  Hawaiian  trip  giveaway  incurred  a  25%  response  rate   − Shaped  identity  and  design  for  National  Client  User  Meetings;  2002  Las  Vegas  meeting  was  extended  to  accommodate   an  unanticipated  increase  in  attendance        
E D U C A T I O N   &   C R E D E N T I A L S   Master  of  Science,  Interactive  Media  (In  progress)   Quinnipiac  University,  Hamden,  CT     Bachelor  of  Science,  Corporate  Communications     Southern  Connecticut  State  University,  New  Haven,  CT  

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Michael Desroches_Resume_June2015

  • 1. M I C H A E L   D E S R O C H E S   203-­‐824-­‐4282   conceptualimaging@mac.com   Hartford,  Connecticut       www.linkedin.com/in/michaeldesroches   www.michaeldesrochesonline.com     D I R E C T O R   O F   C R E A T I V E   S E R V I C E S   BRANDING  &  IDENTITY  |  MARKETING  COMMUNICATIONS  |  CORPORATE  &  PRODUCT   POSITIONING   Discovery-­‐focused   strategist   with   a   15+year   background   sparking   meaningful   connections   between   brands   and   customers  to  achieve  business  goals.    Influential   storyteller,  able  to  engage  all  levels  of  clients,  business  partners,  and   senior  leadership;  equally  comfortable  shaping  messages  and  pitching  new  ideas.  Thinker,  maker,  and  mentor,  talented   at  inspiring  a  culture  of  excellence  that  drives  creatives  toward  original  concepts  and  their  best  work.   S I G N A T U R E   S T R E N G T H S   − Relationship  Building   − Lead  /  Revenue  Generation   − Talent  Management  &  Recruiting   − Print  &  Digital  Media   − Customer  Loyalty     − Presentations   − Content  Strategy   − Visual  Design   − Copywriting     C A R E E R   P R O G R E S S I O N   CAREER  NOTE:    Currently  consulting  in  the  areas  advertising,  communications,  branding,  and  design.     Director  of  Creative  Services,  Corporate  Marketing  |  2013-­‐2015   Cathedral  Corporation,  Rome,  NY     Established   a   creative   services   department   to   fulfill   expanding   needs   for   newly   acquired   clients   in   the   higher   education,   nonprofit,  and  financial  sectors.  Supported  overall  marketing  and  communications  for  brand  awareness  during  acquisition  of   Cunneen  Company,  StudentSource,  and  AXIS  Data  Solutions.  Managed  annual  budget  and  delivered  leadership  for  sales  and   marketing   departments.   Balanced   and   differentiated   multiple   sub-­‐brands,   developing   brand   architecture,   marketing   programs,  and  sales  collateral  to  improve  performance  across  verticals.     − Avoided   significant   labor   costs   while   growing   department   by   building   a   virtual   team   of   freelance   writers,   designers,   animators,  and  marketing  partners  to  meet  evolving  client  and  corporate  marketing  needs   − Launched   a   StudentSource   marketing   program   to   strengthen   reach   in   Higher   Education   market;   initial   campaign   delivered  32  leads  /  $17,000  in  sales;  Veterans  Bulletin  campaign  attracted  110  leads  /  an  estimated  $70,000   − Nurtured  relationship  Buffalo  State  University  by  creating  a  Thank  You  video  for  the  organization,  introducing    motion   design  and  video  to  Cathedral’s  service  offerings;  client  requested  additional  work  in  this  area   − Created  all  “church”  vertical  collateral  and  marketing  programs  for  ParishPay  eGiving  partnership  under  tight  deadline;   holistic  “suite  of  stewardship  solutions”  was  released  at  the  International  Catholic  Stewardship  conference     Director  of  Creative  Services  |  2010-­‐2013   Cunneen  Company,  Hamden,  CT     Reinvigorated   the   brand,   identity   design,   and   positioning   of   a   national   company   in   the   Catholic   fundraising   and   communications   marketplace,   serving   Catholic   parishes   and   Dioceses   nationwide.   Developed   collateral   and   website   to   promote  product  offerings  across  four  segments.  Introduced  solutions  in  marketing  and  a  national  direct  mail  program  while   operating  under  a  lean  budget.     − Attracted  3-­‐4  new  offertory  clients  and  a  Dioceses  campaign  with  “Good  Shepherds”  campaign,  a  VIP  program   − Opened  doors  in  the  areas  of  fundraising  solutions  via  a  new  Community  Engagement  offering  that  created  a  dialogue   between  sales  team  and  parishes  on  Offertory  Enhancement  and  Capital  Campaigns      
  • 2. M I C H A E L   D E S R O C H E S     C A R E E R   P R O G R E S S I O N   P A G E   2     Director  of  Marketing  &  Creative  Services  |  2010-­‐2013   AlphaGraphics  New  Haven,  Hamden,  CT     Leveraged  experience  to  extend  company  from  a  traditional  print  and  mail  company,  to  a  full-­‐service  design  and  marketing   agency   with   the   capacity   to   serve   small-­‐   and   mid-­‐sized   businesses.   Managed   internal   direct   mail   and   sales   marketing   programs,   and   executed   all   high-­‐level   design,   messaging,   and   branding   efforts   for   organizations   in   New   Haven   and   surrounding  area  markets.       − Developed   new   business   and   revenue   by   launching   the   sub-­‐brand   “Team   Eng(AG)e,”   as   well   as   sales   package   that   received  an  immediate  response  from  roughly  10  local  brands     − Increased  brand  awareness  and  follower  conversations  across  social  media  with  program  and  a  Chamber  of  Commerce   event    attended  by  100+  local  business  people  (2012)     Adjunct  Professor  /  Course  Developer  |  January  2009  –  May  2011   Southern  Connecticut  State  University,  New  Haven,  CT     Taught   “Fundamentals   of   Communication   Design”   and   “Corporate   and   Product   Information   Design”   as   part   of   an   undergraduate  advertising  and  promotions  program.     Consultant  &  Owner  |2007-­‐2010   Michael  Desroches  Marketing  &  Communication  Design,  Newington,  CT     Provided  consultation  including   graphic  and  motion  design,  branding  and  positioning,  and  copywriting  for  both  print  and   electronic  marketing  communication.  Notable  clients  included:     − Fortune  Builders,  Inc.:  books,  audio  programs,  packaging,  direct  mail,  web,  and  ad  solutions   − iSend:  display,  marketing  collateral,  and  web  graphics  for  corporate  point  of  sale  programs   − Turning  Point  Extended  Care:  identity  /  positions  for  branding  and  marketing  communications   − CTQ  Solutions:  branding  and  marketing  for  tradeshow,  advertising,  email,  web  and  motion  display     Senior  Marketing  Manager  /  Marketing  Communications  Manager  |  2003-­‐2006   CheckFreePay,  Wallingford,  CT     Directed   a   large-­‐scale   rebranding   effort   for   a   new   point   of   sale   program   and   related   tools   in   12,000   retail   locations.   Coordinated   efforts   with   senior   executives   and   across   internal   sales,   marketing,   legal,   and   distribution   departments.   Developed  corporate  communication  plan  and  led  training  initiative  to  ensure  project  success.     − Increased  revenues  with  a  monthly  agent  mailing;  40%  of  existing  agents  upgraded  their  product  mix   − Generated  a  consistent  monthly  increase  in  bill  payments  and  card  purchases  as  a  result  of  improved  brand  awareness   and  retailer  acceptance   − Cut  startup  kit  cost  per  agent  in  half  by  implementing  a  process  for  training  material  ordering     − Received  2005  CheckFreePay  Re-­‐Branding  Leadership  Award       Art  Director/  Designer  /  Marketing  Administrator  |1999-­‐2003   HealthIS/Source  Medical,  Wallingford,  CT     Gained  experience  leading  an  ad  agency,  reporting  directly  to  marketing  director  and  collaborating  with  executive  leaders  in   IT,  Product,  Sales,  and  Legal.  Managed  $1.8M  budget  for  projects  including  advertising,  sales  tools,  electronic  media,  direct   mail   programs,   icon   design,   user   meetings,   and   tradeshows.   Established   a   corporate   standards   policy   and   procedures   implemented  throughout  the  entire  organization.     − Developed   a   direct   mail   campaign   for   30+   tradeshows   annually,   reaching   75,000   attendees;   creative   strategy   and   materials  promoting  a  2001  Hawaiian  trip  giveaway  incurred  a  25%  response  rate   − Shaped  identity  and  design  for  National  Client  User  Meetings;  2002  Las  Vegas  meeting  was  extended  to  accommodate   an  unanticipated  increase  in  attendance        
  • 3. E D U C A T I O N   &   C R E D E N T I A L S   Master  of  Science,  Interactive  Media  (In  progress)   Quinnipiac  University,  Hamden,  CT     Bachelor  of  Science,  Corporate  Communications     Southern  Connecticut  State  University,  New  Haven,  CT