Beth Elaine MacChesney

3405 Fleetwood Drive, Lexington, KY 40502

859.523.1143 * bm728c8a@westpost.net
Marketing & Sales Executive With Exemplary Communications Expertise
Confident Visionary Leader
Expert negotiator & closer with strong business acumen
Impeccable written & verbal talents
Astute at fostering relationships & leveraging partnerships
Aggressive strategic thinker
Collaborative manager with a team-oriented focus
Excellent leadership and cross-functional skills
Dynamic entrepreneur with exceptional presentation abilities
Extensive Advertising, Marketing, & Public Relations Talents
Gifted manager of blogs, web sites, E-Blasts, and social media campaigns
Seasoned architect of conventions, conferences, promotions & special events with
finesse for creativity and detail
Skilled at evangelizing a brand & securing brand equity
Track record at creating scalable revenue-generating B2C and B2B marketing platf
orms
Leverage consumer insights & retail research to increase market share & drive sa
les - online & offline
Bring a blend of in-house ad agency management & client-focused experiences
Extensive loyalty marketing & affinity group-targeted expertise
Competent at executing vertical market & productive go-to-market strategies
Forte for securing PR results in traditional & nontraditional venues
Repeated success in generating channel-specific solutions
Deliver fresh, ad campaigns that exceed expectations
Award-winning copywriter
Insightful media buyer
Superb ability to identify trends & track market dynamics
Strong Business Acumen in Business Planning & Product Development
Proficient in creating & managing budgets, forecasting, P&L monitoring, cost-mod
eling, & developing ROI tools
Seasoned manager of CRM functions
Keen knowledge of CPG supply chain logistics and product life cycle
Clear understanding of business cost-drivers
Broad experience with competitive analysis
Possess ability to research, measure & report progress / results of customer met
rics
Sales
Track record of meeting & exceeding quotas
Thrive in a fast-paced environment
Demonstrated success in multi-channel B2C and B2B channels
Solid background creating POS, POP, and merchandising solutions
Licensing & Private Label
Extensive skill in negotiating deals, analyzing & interpreting intellectual prop
erty contracts
Creator of results-driven license branded product lines
Keen ability to craft new product strategies for market introduction
Acute sense of identifying co-branded opportunities with joint-branded licensees
Clear knowledge of intellectual properties & attention to detail for CPG product
packaging
Sharp eye for private label packaging of CPG targeted at both B2B and B2C channe
ls
Raising Venture Capital Funds & Negotiating Acquisitions
Proven track record at networking, identifying, pitching and securing angel inve
stors' capital
Extensive experience interfacing with legal counsel and senior finance executive
s preparing valuation reports, equity analysis, and exit strategies
Negotiated acquisition of start-up with 20-year old established company
RECENTLY SELECTED AS THE FIRST KENTUCKIAN TO ACCOMPANY TOMS SHOES ON A SHOE DROP
TO ARGENTINA - DECEMBER, 2010
LAUNCHING - WWW.DOITBECAUSE.COM - AN INSPIRING BLOG ABOUT INITIATING GOOD, LENDI
NG A HELPING HAND, BEING A CHANGE AGENT, AND CAUSING A RIPPLE.
LAUNCHING - WWW.BUYITBECAUSE.COM - FEATURING PRODUCTS & COMPANIES WITH PASSION &
PURPOSE - THAT TRULY MAKE A DIFFERENCE AND GIVE BACK.
Beth Elaine MacChesney
Professional Experience: Page 1
DIRECTOR, 2010 CHICK-FIL-A LEADERCAST - NATIONAL LEADERSHIP CONFERENCE
FEATURING (10) OF THE WORLD'S BEST LEADERS & AUTHORS - MAY 7, 2010
Served as visionary to bring simulcast event of national LIVE conference held in
Atlanta, GA. to Lexington, KY market Assembled steering committee & created con
ference execution plan
Secured title sponsors
Negotiated facility & satellite technical requirements
Served as media liaison for central Kentucky
Crafted regional market event web site, E-Blast, and social media campaign
Created tangible marketing tools: banners, posters, postcards, etc.
Cultivated relationships with central Kentucky Chick-fil-A operators
Coordinated regional bookseller, Joseph-Beth Booksellers to offer an on-site Boo
k Shop for attendees
Selected Lexington Rescue Mission to serve as recipient of a percent of event pr
oceeds
Campaigned conference to all conceivable markets including: Chambers of Commerce
, Churches & Pastoral Leadership, Elected Officials, Banks, Real Estate, Insuran
ce, Hospitals, School Boards, Colleges & Universities, HR Departments & Senior L
eadership of Key Employers, Small Business Owners, and Business Networking and T
rade Organizations
MARKETING REPRESENTATIVE FOR CENTRAL KENTUCKY
CARTER'S INC./ OSHKOSH B'GOSH - INFANT & CHILDREN'S MANUFACTURER - 6/2008 - PR
ESENT
Serve as Manufacturer representative for key high-volume accounts
Communicate all corporate initiatives to account management - store by store
Execute plan-o-grams and POP displays at store level for infant, toddler, and ch
ildrens apparel and accessories
Ensure that all brands, collections, and sets are properly marketed, priced, and
merchandised
Assist with regional New Concept Shop installs for key national accounts
VICE PRESIDENT OF SALES & MARKETING
LAKE FOREST FOODS -SPECIALTY FOODS DIVISION of S.P.A. - SOFTWARE PACKAGING & AS
SOCIATES- Cincinnati, OH - 9/2006-11/2007
Spearheaded new specialty foods division for 28 year old company
Negotiated gourmet foods category license agreement with Red Hat Society
Cultivated vendor relationships to source new product line
Created Hattitude Gourmet - 38-SKU official licensed line of gourmet treats for
the Red Hat Society
Directed e-commerce sales and promotional initiatives in collaboration with affi
nity group's online & offline tactics
Executed marketing plan - both online & offline strategies targeting a 1.6 milli
on+ affinity group
PRESIDENT & FOUNDER FOR LICENSED & PRIVATE LABEL EDIBLES COMPANY
ELAINE GROUP, LLC - Lexington, KY - 3/2004- 9/2006
Raised $1.2 million in venture capital from Angel investors
Secured license agreement with Suzy's Zoo(R) - internationally acclaimed 'evergr
een' 39-yr old property and Gina B. Designs - respected 20-year stationery manuf
acturer
Assembled & managed team of talent
Fostered relationships with out-sourced fulfillment & distribution partners
Researched & identified confectionery & gourmet food industry leading suppliers
to create product line
Launched line with go-to-market strategies for both B2B & B2C
Received 'New Product Innovation Award' at NASFT - International Fancy Food Show
Secured shelf placement at over 580 gift & specialty retailers
Formed partnership with Simon & Schuster to create gift sets with 'Chocolate For
A Woman' Best-selling book series
Negotiated acquisition with Software Packaging & Associates, Inc.

Beth Elaine MacChesney

Professional Experience: Page 2

PRESIDENT & FOUNDER FOR NESTLE CRUNCH(R) CUSTOM CONFECTIONS COMPANY

SWEET WRAPSODY, LLC - - Lexington, KY - 11/1999 -11/2003
Acquired exclusive, global agreement with Nestle to over-wrap the Nestle CRUNCH(
R) brand
Sweet Wrapsody was the first and only company to approach the Swiss-based corpor
ation
Only affiliate for Crunch(R) brand with legal rights to custom over wrap the Cru
nch(R) branded bars
Exclusive licensee allowed to print & distribute Nestle Crunch(R) look-alike wra
ppers
Raised $2.8 million in venture capital from Angel investors
Only entrepreneur out of 30 at a national venture capital conference to secure f
unding
Created & executed B2B marketing plan for custom wrapped CRUNCH bars Client list
included: Dell, IBM, Ford, 20th Century Fox, Prudential, Bank One, Arista Recor
ds, Pacbell, and the NBA.
Launched license- branded CRUNCH division for gift & social expression channels
Fostered relationships with several leading license agencies
Secured license agreements with the following properties: Mary Engelbreit(R), Sc
him Schimmel, So Girly! , Guess How Much I Love You, BOZO The Clown(R), and Prec
ious Moments(R)
Executed direct-to consumer sales strategies
Secured PO's from Barnes & Noble & Jo-Ann Stores for license-branded CRUNCH(R) b
ars
MARKETING DIRECTOR FOR MINNIFIELD ENTERPRISE, INC. -
COMPANY OF FORMER NFL PRO, FRANKY MINNIFIELD Lexington, KY - 9/1996 - 5/1999
Created & Directed, regional "Minnifield All-Pro Homes Home Giveaway" promotion
for two years
Secured in-kind donations from corporate & regional sponsors
Fostered relationship with the United Way of the Bluegrass as beneficiary
Promotional campaign resulted in largest funds raised to-date for both consecuti
ve years
Impacted the 8-county service region of United Way with an additional $2.6 milli
on of donated funds - annually
"Home Giveaway" resulted in a 48% increase for homebuilder's business
Directed & Implemented "Gridiron Spectacular" : Annual Minnifield YMCA Youth Foo
tball Camp, National Football Foundation & College Hall of Fame Annual Awards Ga
la, NFLPA KY Chapter Scramble Golf Outing, Youth Football BBQ - (open to the pub
lic), the KY-TN High All-Star Game, and the retired NFL Guest Players' Shoot-Out
Directed all Marketing, PR, and Advertising initiatives for Minnifield's Team Re
alty- full-service real estate agency
MARKETING CONSULTATION - FREELANCE ASSIGNMENTS- Lexington, KY - 3/1995- 9/1996
Coached PR Specialist at Labrot & Graham Distillery re. PR issues, media relatio
ns, and special event coordination
Created marketing initiatives and PR campaign for Let's Talk - newly formed spea
kers' bureau
Crafted brand image & marketing plan for Holy Grail, a micro -brewery in Cincinn
ati - by Oldenberg Beer Co.
Created business plan for costumed - performing bear - "Rockabilly Bear" and lic
ensed retail merchandise
Developed marketing strategies for line of children's musical tapes/ books targe
ted at specialty gift & booksellers
Created brand image and marketing plan for Lupita's Salsa Company
Created complete business plan for proposed regional recreational farm, Garrett'
s Orchard including: brand image, seasonal events; merchandise selection, buyin
g, merchandising, and pricing for gift shop and retail catalog; promotions and
operations of food service facility; developed web site strategy to promote fac
ility, special events, and on-line catalog; and integrate cross promotions to bo
th state/ national tourism industry to market for group tours

Beth Elaine MacChesney

Professional Experience: Page 3

ACCOUNT SUPERVISOR FOR 70+ PERSON REGIONAL ADVERTISING AGENCY

MERIDIAN COMMUNICATIONS - Lexington, KY
8/1991 - 2/1995
Liaison for Fazoli's Italian Restaurants, presently a 600+ unit quick service It
alian chain (began with 3 units)
Lead strategic team - opened 296 units - both franchise and corporate owned
Hired, expanded, and supervised account team of 12 people
Managed account annual budget which grew to exceed $8 million by 1995
Created, Implemented, and Directed advertising and promotional efforts for chain
Initially, also served as account executive for Lexmark International and Radiss
on Plaza Hotel
SHOPPING MALL MARKETING DIRECTOR - CIVIC CENTER SHOPS - -Lexington, KY - 7/1990-
8/1991
Created and implemented mall-wide promotional events for downtown Lexington
Media buyer of print, radio, television, and direct mail
Copywriter and designer of mall-related advertising campaigns
Integrated mall promotional efforts with the Downtown Lexington Corporation ad s
pecial events held at the Hyatt Regency, Heritage Hall Convention Center, and Ru
pp Arena
MARKETING DIRECTOR-HAMMOND COMMUNICATIONS, GROUP - Lexington, KY - 7/1989-7/1990
Molded image for video production company - created logo, brochures, signage, an
d direct mail campaign
Coordinated a marketing and sales strategy to solicit new clients
Created a print advertising campaign to promote new image
DIRECTOR OF PROMOTIONS & SPECIAL EVENTS FOR MIDWEST - REEBOK INTERNATIONAL, LTD.
-
Headquartered in Boston, MA - Regional Office in Kansas City - 7/1986-6/1989
Created & Directed regional promotional events - with top Reebok Midwest retail
accounts
Coordinated co-op ad and sales incentive programs for Midwest's 340+ footwear &
apparel retail accounts
Implemented national Reebok and Weebok marketing and promotional campaigns for M
idwest markets
Managed a regional promotional budget in excess of $4.9 million by 1989
Created and executed sales promotions and designed brochures for the regional sa
les force for apparel & footwear
MARKETING DIRECTOR FOR SHOPPING MALL - ANTIOCH CENTER -Kansas City, MO - 6/1985-
7/1986
Created and implemented all promotional events for 180+ tenant regional mall
Media buyer of print, television, radio, and direct mail
Copywriter and designer of mall-related advertising campaigns
CORPORATE SALES ASSOCIATE - SPRINT LONG DISTANCE - WORLD HEADQUARTERS, Kansas Ci
ty, MO - 9/1984-6/1985

1984 - GRADUATE KANSAS STATE UNIVERSTY - BA DEGREE IN JOURNALISM, EMPHASIS IS AD

VERTISING/ PUBLIC RELATIONS WITH A DUAL DEGREE IN BUSINESS, EMPHASIS IN MARKETIN
G