David Poulos
Chief Consultant - Granite Partners, LLC

Company Background

Professional Background

Craft new mission and strategy statements. Devise and implement strategies to drive media/industry awareness of events and attendance, focusing on print, direct mail, radio, video, Internet, and email campaigns. Ascertain positioning of competing events and research new market areas for expansion of existing show market area.

Key Achievements
• Increased overall sales in the international sector 30%, generating $8+ million in additional revenue by creating sales lead generation campaign that penetrated new international exhibitor market and sold out nearly 1 million square feet of exhibit space.
• Expanded exhibit areas more than 400% over 3 years, generating $500,000 in revenue by extending show’s brand and launching new marketing opportunities for 30+ manufacturers.
• Achieved 22% higher attendance than any previous event at 6% reduction in cost through development of strategic marketing and PR campaigns.
• Garnered Gold Ink industry award for high quality marketing materials.

Marketing Strategist, WINSTAR COMMUNICATIONS (1997 to 2001)
Led expansion from regional to national market area for $780 million broadband communication network provider serving 15,000 business buildings nationwide. Assessed current penetration and brand position by initiating customer-based, 5-city research program. Developed large-scale marketing plan, including media schedule for advertising in consumer magazines, direct mail based on each city’s customer profile, outdoor advertising, collateral materials for street teams, and dimensional mail program for larger businesses.

Key Achievements

• Increased marketing efficiency 34% by implementing first comprehensive outreach marketing plan based on research, ending redundant approaches to businesses.

• Achieved 23% higher sign-up rates by using research data to develop innovative marketing strategies. Effectively refocused marketing message and collateral materials to concentrate on speed of service.
• Expanded market share of multi-business buildings in 5 key cities by 26%, customer acquisition by 17%, and revenue by $12 million/year by creating tools for generating leads and locking meetings.
• Recommended use of dimensional mailer that resulted in 30% increase of appointment settings.

NATIONAL GRAIN AND FEED ASSOCIATION, Washington, DC • 1994 to 1997
$5 million trade association representing grain and feed traders, processors, transporters, and brokers.

Director of Membership Marketing
Directed efforts of 5-person marketing team, driving membership recruitment growth and brand awareness. Managed trade/national media relations. Oversaw sales, production, and marketing of annual trade show.
• Grew trade show by size and revenue over 20% per year for 3 consecutive years without increasing marketing costs.
• Increased recruitment 13% year over year for 3 consecutive years.
• Designed industry-wide program implementing Electronic Data Interchange protocols for trading and brokering grain trades, reducing errors by 40% and increasing efficiency by 36%. Developed program software/communications infrastructure, selling software to end users nationwide.

NATIONAL INFORMATION CORPORATION, Alexandria, Virginia • 1992 to 1994
National newsletter publishing firm.

Marketing Manager, Wellness Communications Division (1993 to 1994)
Managed 5-person staff, overseeing concept development, marketing plan, copywriting, design, and budgeting for Dr. Atkins’ Health Revelations national newsletter.
• Developed concept and prototype for industry’s first alternative medicine/wellness newsletter based on celebrity author.
• Grew subscription list from launch to 70,000 in 11 months using direct mail alone.
• Achieved renewal rates 15% above and cancellations 25% below industry average.

Marketing Manager, Leeb Personal Finance Fund (1992 to 1993)
Created marketing materials, fund prospectus, direct marketing campaigns, and PR materials to drive fund investment. Crafted materials within compliance guidelines.
• Grew fund investments from $2 million to $178+ million in 1+ year using direct response channels.
• Devised customer service protocols that increased investor retention rates by 17%, yielding $6+ million in retained funds and fees.

Early Career (Details on Request)
MARKETING STRATEGIST. Clients included Century 21, Bell Atlantic, & Federal City Bank. (1988 to 1992)
PAN INTERNATIONAL, INC. Director of Sales. (1986 to 1988)

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Areas of Expertise