Introduction
Over the next pages, you’ll see just a few of my personal favorite
and most memorable marketing campaigns, new products, and
leading-edge accomplishments from the past ten+ years.
• Product Development, Loyalty Programs
• Direct Marketing, Merchandising, Promotions, Advertising
• Consumer Insights, Public Relations
Everything worthwhile is a team effort, so kudos to all that
participated, supported, and believed in these efforts. Thanks for
looking.
- Dan Stiel
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Key Client Deliverables
Create Competitive Advantages
Understand, Define, Reach Market Potential
Optimize Profits
Improve Operational Effectiveness
Risk Management Policies & Procedures
Intellectual Property Rights Management
Support Regulatory & Compliance Oversight
Drive Technology Migration
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Career Track
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Stiel Direct LLC (2000+) Managing Director
Tosco/Circle K Stores Inc. (1995-1999 & 2004-2006) Director of Payment Systems
Visa USA (1999- 2000) Director of Fleet Purchasing
Cards
First Interstate Bancorp (1984 – 1995) Vice President Marketing
(credit, debit, electronic banking products)
University of Southern California B.S. Business Administration
Representative brands and clients served
Mobile Point of Sale
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Developed value propositions
Defined, implementation channel strategies
Enhanced product features, market deliverables
Developed direct and indirect channel distribution
Mobile Ordering
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Developed marketing plans, go-to market strategies, budgets
Supported capital raise Defined value propositions Consumer uses smart
phone to find favorite restaurant Reviews menu
Places order and tenders payment
Integrated into POS
GPS tracking for “just-in-time” freshness
Reward and Loyalty Programs
Developed consumer value propositions through insight studies/testing
Negotiated revenue-sharing and SLA agreements with vendors
Developed, implemented merchandising and promotional programs
Program oversight
Over 20 major cobrand, affinity loyalty progams
Issuer, Retailer, Network Experience
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Products for Spanish-speaking
Created Spanish-language programs, training, for most-popular QSF services
Spanish and/or bi-lingual communication, training, packaging, merchandising
Product development support
E.g., Created “Mercado” – world’s first cobranded, reloadable prepaid MasterCard Special underwriting criteria
where appropriate
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Self-Serve Banking Kiosks
Re-energized failing
kiosk programs with
streamlined services
Improved multi-
function financial
services & bill-paying
kiosk programs
Profitably serving over
180,000 customers
monthly
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Fleet & Commercial Cards
Developed, marketed special credit products for small business, corporations, fleet, government agencies
Maintenance, fuel, other fleet expenses
Enhanced purchasing controls and reporting for business and fleet owners
Loyalty Rewards programs
In-store merchandising, employee training
Inside/outside sales teams
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Prepaid Fuel Cards
Developed reloadable prepaid Fuel Cards
Designed for businesses & consumers needing fuel purchase controls
Pay-at-the-pump speed/convenience
Sold/reloaded in variable increments
Purchase controls for fuel only
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Prepaid Co-Brand MasterCard
Identified unmet needs in marketplace
Developed and launched “world’s first” instant-issue co-branded MasterCard prepaid debit card in 2004
Designed for consumers who seek alternatives to traditional credit cards
Balances held in FDIC-insured account at major U.S. bank
Preceded Walmart Money Card by 18 months
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Promoted as an alternative to bank savings and checking accounts
Prepaid Gift Cards
Developed business plan, vendor sourcing
Created value propositions
Provided full support from marketing, merchandising, reporting, training
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3rd Party Gift Card Mall
Added Gift Cards from
America’s leading
retailers
72 rotating SKUs
including AMC
Theaters, American
Express Gift Cards, Bed
Bath & Beyond, iTunes,
X-Box, Home Depot,
many others
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Private-Label Credit Cards
Designed value propositions and marketing for defined-purpose credit cards
Developed credit underwriting criteria to meet needs of target users
Created VIP Card status/services to enhance usage and loyalty
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Prepaid Wireless
Developed low-cost Private-Label MVNO Prepaid Wireless program to improve category sales and margins
Developed features
No hassle activation
Ready to use; Pre-assigned local number
Simplified activation
80,000 handsets sold in first six months
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ATM Cash Dispensers
Converted all outsourced
ATMs to client-branded
self-owned & self-
managed program
2,200 ATMs purchased &
deployed
Increased annual pretax
earnings to $17.4MM
from $6.2MM
Proprietary branding
created for ATMs
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Off-Site ATM Placement
Created & deployed programs to place ATM cash dispensers in high-value off site locations
Representative Successes
Disneyland USA
Universal Studios Hollywood
Union Station Los Angeles
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Merchandising Systems
Developed “Spinning”
in-line and end-cap
displays featuring
Wireless Handsets
Gift Cards
Credit Services
Applications
Prepaid Services
Promotional Messaging
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Spanish Merchandising
Fully integrated Spanish-language programs Customer Service
Employee training
Customer literature
Marketing communications
Greeters and street marketing teams
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Social & Mobile Media
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Developed social media modeling
Integrated mobile messaging
Social media interface
Data capture & analysis
Mobile Ordering
In-Store Sampling Promotions
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Coordinated with
store and field
operations
Provided displays,
premiums, staffing,
training,
Program oversight,
reporting, analysis
National Store Events
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Local store
promotions, tie-ins
with vendors,
charities, sports
sponsorships
Event scheduling,
logistics, premiums,
staffing, insurance,
promotions
Public Relations
New product introductions
Publicity
Media relations
Special & sports events
Trade Show participation
New Account Acquisition
Conducted 2,500 card
acquisition events
Fairs & Festivals
Motorsports Events
Sports/Community
Events
In-Store Tabling
Street Teams
Generated over 4.5MM
completed credit card
applications in 36 months
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Sponsorship Management
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Venue & sponsor
management
Logistics/contracts
Exhibit construction
Staffing & Uniforms
Premiums
VIP Hospitality
IndyCar ▪ F1 ▪ NASCAR Racing
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12 years as Founding Member of the LBGP Board of Governors, Committee of 300 Managed LBGP
Deadline Press Room for twelve years (volunteer)
Managed race team & venue sponsorships
Exhibited in Lifestyle Expos, trackside promos
Over 200 motorsports events from F1 to NASCAR
Offshore Powerboat Racing
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Fifteen years as
director of publicity
for the Catalina Ski
Race and POPBRA
offshore racing
Television & radio
productions, media
relations, sponsor
development
The Living It Green Expo Created and produced one of the largest
sustainability events in the Southern USA
30,000+ attendees ; national media
coverage; held annually from 2006 - 2009
80+ very happy exhibitors, speakers, live
entertainment, sponsors
Themed on “Living Abundantly Green”
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The Pinnacle Hills Art Festival
Created and produced one of the largest juried fine art shows in Arkansas Developed to showcase at a
national-level the exceptional fine arts talent of the region
40,000+ art lovers and shoppers & extensive national media coverage in its first year
225+ fine artists, exhibitors, live entertainment, sponsors
Held annually on the “streets” of the Pinnacle Hills Promenade from 2006 to 2009
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Payroll Check Cashing
Created programs to serve financially underserved consumers
325,000 checks cashed annualized
Valued at over $100 million
Offered through over 1,000 active retail locations
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Checks as a Payment Choice
Re-introduced Check Guarantee program across 2,200 locations
Promoted to business and consumers
Lower-cost form of payment for retailer
Alternative payment for underserved clients
Reducing check losses over $1.3MM annually
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Employee Payroll Cards
Alternative to bank account direct
deposit or paper checks for part-
time & underserved employees
Cost-effective for employer and
employees
No ATM or basic monthly card fees
for employees
Employees can keep and use card
after they leave employer
Can use to pay recurring bills
Reload additional funds at any
Circle K Store in USA or ACT
locations in Canada
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Financial Services Center
Integrated “4th Wall”
Self-serve Center for
ATMs
Bill-pay Kiosks
Prepaid Services
Gift Cards
Credit Services
Wireless Handsets
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Mini-QSF center for small formats
Self-serve
Merchandising
Prepaid Services
Gift Cards
Credit Services
Wireless Handsets
ATM or Bill-pay kiosk
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QSF-Certified Training Re-engineered Financial Services sales and service
training at the corporate, region and store-level support category growth Created “QSR-Certification” program for region,
district, store personnel covering financial services and payment products sold through retail stores Integrated QSF Training into new hire and OTJ training
programs Informed and knowledgeable Market Managers,
Store Managers and CSRs is the critical factor for profitable success in financial services
QSF-Certification is key to improving customer satisfaction (likelihood of future usage) and mitigating financial risks
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Market & Consumer Insight
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Consumer Insights Experience Primary research – focus
groups, telephone, web/on-line/cloud-based , mystery shops, test labs, field studies
Secondary research – syndicated studies, media monitoring, government and 3rd party research
Database and scorecard - modeling & analytics
Measurable Impacts Optimization strategies Geographic, Demographic
and Psychographic Differentiation
Market Segmentation
New and better ways to satisfy existing needs
Understanding Unidentified and Unmet Needs
Attitudes & Mindsets
Media Habits
Product Usage & Brand Dynamics, Purchase Patterns
Next Steps Dan Stiel
PO Box 51084
Irvine, CA 92619 USA
+1 (949) 300-8325 ▪ [email protected]
www.linkedin.com/in/stiel
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