Bobby Pacheco
NAME: Bobby Pacheco / LOCATION: Lake Mary, Florida, United States / HEADLINE: President/Owner at Weathersby Guild, Orlando / SUMMARY: I am an innovative creative talent and resourceful business leader with experience leading a successful in-house agency. As a strategic marketing executive, I"ve been highly effective in developing new business solutions and strengthening customer loyalties. I am also an energetic, responsive team leader and mentor skilled in cultivating a culture of creative excellence, mutual respect, and personal pride. With vision, passion, and a strong work ethic, I inspire both professional and personal growth. / CURRENT EMPLOYMENT: {"name":"Weathersby Guild, Orlando","title":"President/Owner"} / PAST EMPLOYMENT: [{"title":"President/Owner","description_html":null,"duration":"Jan 2020 - Present 5 years 2 months","start_date":"Jan 2020","end_date":"Present","duration_short":"5 years 2 months","company":"Weathersby Guild, Orlando","company_logo_url":"https://static.licdn.com/aero-v1/sc/h/cs8pjfgyw96g44ln9r7tct85f"},{"title":"Executive Director, Creative Services & Marketing","location":"Orlando, Florida","description":"Managed an in-house agency of 17 individuals comprised of directors, managers, graphic artists, project managers, and procurement specialists. Introduced growth initiatives contributing to company"s dominance of the industry and establishing the Book Fairs division as the largest contributor of revenue and profit for Scholastic Inc. Created compelling campaigns successful in repositioning company as a literacy partner versus a fundraiser. Led the development of solutions and programs effective in increasing revenue, profitability, and loyalty as well as expanding the company"s literacy mission, simplifying event execution for volunteers, and amplifying the fun factor of Book Fair events for children. Examples include All for Books (averaging $5 million in revenue contribution annually), thematic kits, mission videos, and What Would You Do for Reading? In partnership with staff members, orchestrated the timely production and delivery of 900+ projects annually while maintaining high standards of quality. In collaboration with a diverse mix of project stakeholders and creative talents, determined and directed the creative approach for strategic projects including format, design, and content. Introduced interactive technology, including augmented reality, into the book fair environment. Improved department productivity and capabilities by updating software and hardware assets.","description_html":"Managed an in-house agency of 17 individuals comprised of directors, managers, graphic artists, project managers, and procurement specialists. Introduced growth initiatives contributing to company's dominance of the industry and establishing the Book Fairs division as the largest contributor of revenue and profit for Scholastic Inc. Created compelling campaigns successful in repositioning company as a literacy partner versus a fundraiser. Led the development of solutions and programs effective in increasing revenue, profitability, and loyalty as well as expanding the company's literacy mission, simplifying event execution for volunteers, and amplifying the fun factor of Book Fair events for children. Examples include All for Books (averaging $5 million in revenue contribution annually), thematic kits, mission videos, and What Would You Do for Reading? In partnership with staff members, orchestrated the timely production and delivery of 900+ projects annually while maintaining high standards of quality. In collaboration with a diverse mix of project stakeholders and creative talents, determined and directed the creative approach for strategic projects including format, design, and content. Introduced interactive technology, including augmented reality, into the book fair environment. Improved department productivity and capabilities by updating software and hardware assets.","duration":"Apr 2005 Aug 2019 14 years 5 months","start_date":"Apr 2005","end_date":"Aug 2019","duration_short":"14 years 5 months","company":"Scholastic Book Fairs","company_id":"scholastic","url":"https://www.linkedin.com/company/scholastic","company_logo_url":"https://media.licdn.com/dms/image/v2/D4E0BAQEVDbjWN5wVMA/company-logo_100_100/company-logo_100_100/0/1685724030680/scholastic_logo?e=2147483647&v=beta&t=1q5LgG4c1gCnzCkLzSiYJrEknElZR2wDQBklULddRo0"},{"title":"Scholastic Book Fairs","description_html":null,"duration":"13 years","positions":[{"subtitle":"Scholastic Book Fairs","meta":"2002 - 2005 3 years","description":"Led cross-functional efforts to implement marketing, product, and sales strategies aimed at revitalizing the middle school business. Increased middle school penetration by 15%, total revenue performance by 35%, and student participation by 40% through innovative and age appropriate ideas like the Student Crew, National Best of the Best Contests, and Deep Ink product line.","duration":"2002 2005 3 years","start_date":"2002","end_date":"2005","duration_short":"3 years","title":"General Manager, Business Segment Development","description_html":"Led cross-functional efforts to implement marketing, product, and sales strategies aimed at revitalizing the middle school business. Increased middle school penetration by 15%, total revenue performance by 35%, and student participation by 40% through innovative and age appropriate ideas like the Student Crew, National Best of the Best Contests, and Deep Ink product line. <br> <!---->"},{"subtitle":"Scholastic Book Fairs","meta":"1997 - 2002 5 years","description":"Managed Book Fair operations throughout Atlantic Coast Region (South Carolina, North Carolina, and Virginia). Responsible for P&L management and the efficient operation of seven distribution centers. Serviced over 4500 customers throughout the tri-state area with a staff 14 direct reports and 150 employees. Led the region to five consecutive years of growth increasing total revenues by 85%. Increased market share by 20 points to a company high of 88%. Constantly rated among three top regions in performance metrics, including revenue contribution, profitability, and customer satisfaction. Improved employee morale and productivity through unique team building activities. Developed creative sales incentive contests successful in achieving targeted performance goals.","duration":"1997 2002 5 years","start_date":"1997","end_date":"2002","duration_short":"5 years","title":"General Manager, Atlantic Coast Region","description_html":"Managed Book Fair operations throughout Atlantic Coast Region (South Carolina, North Carolina, and Virginia). Responsible for P&L management and the efficient operation of seven distribution centers. Serviced over 4500 customers throughout the tri-state area with a staff 14 direct reports and 150 employees. Led the region to five consecutive years of growth increasing total revenues by 85%. Increased market share by 20 points to a company high of 88%. Constantly rated among three top regions in performance metrics, including revenue contribution, profitability, and customer satisfaction. Improved employee morale and productivity through unique team building activities. Developed creative sales incentive contests successful in achieving targeted performance goals."},{"subtitle":"Scholastic Book Fairs","meta":"Apr 1992 - Mar 1997 5 years","description":"Developed strategic plans, set creative direction, and produced a versatile, yet practical menu of marketing programs, materials, and tools which ultimately became core promotional items for customers and field teams. Initiated standards to unite regions and acquistions under consistent branding image. Accelerated profitable business growth through the introduction of innovative concepts and programs that were scalable, sustainable, and affordable. Streamlined production processes and established proofing guidelines resulting in cost savings of over 30%.","duration":"Apr 1992 Mar 1997 5 years","start_date":"Apr 1992","end_date":"Mar 1997","duration_short":"5 years","title":"Director of Marketing","description_html":"Developed strategic plans, set creative direction, and produced a versatile, yet practical menu of marketing programs, materials, and tools which ultimately became core promotional items for customers and field teams. Initiated standards to unite regions and acquistions under consistent branding image. Accelerated profitable business growth through the introduction of innovative concepts and programs that were scalable, sustainable, and affordable. Streamlined production processes and established proofing guidelines resulting in cost savings of over 30%. <br><br>"}],"company":"Scholastic Book Fairs","company_id":"scholastic","url":"https://www.linkedin.com/company/scholastic?trk=public_profile_experience-group-header","company_logo_url":null},{"title":"Director of Sales Planning","location":"Colorado Springs, Colorado","description":"Directed sales and marketing activity for the three branches of Colorado’s second largest distributor of Miller Brewing Company products. Served as liaison for brewery co-op business. Negotiated and planned media campaigns generating increased market share and loyalty for brands. Managed operations of Miller Entertainment Amphitheatre at Colorado State Fair establishing venue as a top attraction.","description_html":"Directed sales and marketing activity for the three branches of Colorado’s second largest distributor of Miller Brewing Company products. Served as liaison for brewery co-op business. Negotiated and planned media campaigns generating increased market share and loyalty for brands. Managed operations of Miller Entertainment Amphitheatre at Colorado State Fair establishing venue as a top attraction.<br> <!---->","duration":"1988 1992 4 years","start_date":"1988","end_date":"1992","duration_short":"4 years","company":"Better Brands of Colorado","company_logo_url":"https://static.licdn.com/aero-v1/sc/h/cs8pjfgyw96g44ln9r7tct85f"},{"title":"Promotions & Marketing Director","location":"Dallas/Fort Worth Area","description":"Directed advertising and promotional activity for two major market radio stations. Increased audience ratings through creative, entertaining campaigns. Created value-added opportunities allowing company to acquire new business while maintaining pricing integrity for airtime. Rebranded FM station effectively increasing ratings with more affluent 25-34 demographic in addition to providing station with a unique niche in a highly competitive market. Recipient of industry awards for creative achievements.","description_html":"Directed advertising and promotional activity for two major market radio stations. Increased audience ratings through creative, entertaining campaigns. Created value-added opportunities allowing company to acquire new business while maintaining pricing integrity for airtime. Rebranded FM station effectively increasing ratings with more affluent 25-34 demographic in addition to providing station with a unique niche in a highly competitive market. Recipient of industry awards for creative achievements.","duration":"1985 1988 3 years","start_date":"1985","end_date":"1988","duration_short":"3 years","company":"Bonneville International/KAAM-KZPS Radio Division","company_logo_url":"https://static.licdn.com/aero-v1/sc/h/cs8pjfgyw96g44ln9r7tct85f"}] / EDUCATION: [{"title":"Stanford University","degree":"Bachelor"s degree","field":"Graphic Design","url":"https://www.linkedin.com/school/stanford-university/?trk=public_profile_school_profile-section-card_image-click","description":null,"description_html":null,"institute_logo_url":"https://media.licdn.com/dms/image/v2/C560BAQHr9suxyJBXMw/company-logo_100_100/company-logo_100_100/0/1635534378870/stanford_university_logo?e=2147483647&v=beta&t=ZvB25L95o9w4q9drvsWxGcM49tX66Cf5LsLAxYp8rSs"}] / CERTIFICATIONS: / VOLUNTEER EXPERIENCE: [{"duration":"2017 - Present · 8 years","duration_short":"8 years","end_date":"Present","info":"Handle duties that require a bit of muscle like moving heavy equipment, furniture; assist with setting up for holiday events; assist with crowd ushering","start_date":"2017","subtitle":"Lakeside United Methodist Church & Preschool","title":"Assist with church and preschool special events and programs"}] / HONORS: [{"title":"2016 President"s Award","publication":"Scholastic Book Fairs","date":"2016-01-01T00:00:00.000Z","description":"Excellence in Marketing Execution"},{"title":"2014 President"s Award","publication":"Scholastic Book Fairs","date":"2014-01-01T00:00:00.000Z","description":"Outstanding commitment to the One Scholastic Initiative"},{"title":"2013 President"s Award","publication":"Scholastic Book Fairs","date":"2013-01-01T00:00:00.000Z","description":"Outstanding achievement in marketing execution for Scholastic"s Storia eBook Program"},{"title":"2010 President"s Award","publication":"Scholastic Book Fairs","date":"2010-01-01T00:00:00.000Z","description":"Outstanding achievement in Print & Production Cost Savings"},{"title":"Exceptional Marketer Award","publication":"Scholastic Inc","date":"2004-01-01T00:00:00.000Z","description":"Grand prize award for conceptualizing, developing, and implementing the Student CREW program in middle schools."},{"title":"Chairman"s Gold Star Award","publication":"Scholastic Inc","date":"1999-01-01T00:00:00.000Z","description":"Outstanding performance in exceeding regional business metrics"},{"title":"Chairman"s Gold Star Honorable Mention Award","publication":"Scholastic Inc","date":"1996-01-01T00:00:00.000Z","description":"Outstanding achievement in Creativity"},{"title":"Best of Show Golden MIcrophone Award","publication":"Dallas/Fort Worth Association of Radio Station Managers","date":"1985-01-01T00:00:00.000Z","description":"Recognized for co-conceiving and writing a promotional campaign entitled "A No Madonna Weekend""""}