PETER CAPARIS

2525 Via LaSelva Palos Verdes Estates, CA 90274

C: (310) 283-5237 H: (310) 378-9473 pcf853d8@westpost.net
http://www.linkedin.com/in/petercaparis

SENIOR SALES & MARKETING EXECUTIVE

Strategistbrand-builderand driver of explosive revenue growth
in the consumer products and entertainment/sports arenas.
Senior leader with 20+ years global marketing experience with market leaders suc
h as Mattel and Coca-Cola, and formidable track record of driving revenue growth
through retail expansion, sponsorships, and licensing initiatives. Exceptional
ability to expand and transform brand perceptions. Influential leader adept at f
orging trust-based relationships across diverse stakeholders. Strong mentor and
team leader.
Marketing Strategy Branding & Positioning Integrated Marketing Campaigns Lice
nsing
Sponsorship Marketing Product Marketing Marketing Metrics

PROFESSIONAL EXPERIENCE
THE CAPARIS GROUP LLC Palos V
erdes Estates, CA 2005-Present
Consultancy specializing in sales and marketing solutions primarily in the sport
s, entertainment, consumer products, and philanthropy segments.
Principal
Secure clients, define scope of work, and execute strategic marketing solutions.
Contract special expertise as needed.
Grew licensing revenue 155% over 3 years and triggered a shift in 4-H brand per
ception from a stodgy, rural brand to a modern organization. Recommended and imp
lemented a contemporary, aggressive licensing strategy with products such as ice
cream and CD music sales.
Revitalized focus on corporate sponsorships for the Toronto Zoo (TZ) by transit
ioning responsibility from the TZ Foundation to the TZ Marketing department. Rec
ommended a partnership with Toyotas Tundra brand to support an exhibit featuring
the Canadian Tundra, resulting in a $1M+ sponsorship.
Saved AARP millions of potentially wasted dollars by guiding organization into
optimal sports sponsorships. Recommended research among members and non-members
to determine attitude and propensity to purchase, engage and renew, based on the
targeted baseball and NASCAR solutions. Results showed golf should be considere
d as a primary sponsorship motivator.
Career Note: Adjunct Professor, UCLA Anderson Graduate School of Management, Los
Angeles, CA, 2006. Developed/presented course on Entertainment and Sports in Ma
rketing, adding value through the participation of senior entertainment and spor
ts marketing professionals.
BORAS CORPORATION
Newport Beach, CA 2002-2005
Industry leader in athlete representation, including branding and corporate endo
rsements. 50 employees.
President, Impact Marketing Solutions Division
Recruited to secure endorsements, and develop marketing promotions and public re
lations opportunities in support of baseball clients such as Alex Rodriguez, Ber
nie Williams, Johnny Damon, and more.
Gained $3M+ revenue in Year 1 and raised the Q-Score (measuring the familiarity
and appeal of a brand) of Alex Rodriguez 25%. Strategized and secured endorseme
nts with Colgate, Microsoft, Hewlett Packard, and the Boys & Girls Clubs of Amer
ica.
Re-shaped public perception of NY Yankee, Bernie Williams, as a serious jazz mu
sician.
o Secured a recording contract with Verve Records.
o Produced and marketed clients CD that sold 200K copies -- unprecedented for a
new jazz artist.
PETER CAPARIS
Page 2

BORAS CORPORATION, Impact Marketing Solutions (continued):

o Strategically, directed all media opportunities to the music press delaying s
ports media coverage until the release of the CD.
o Orchestrated an Emmy award-winning concert hosted by Rudy Giuliani.
Created a national stage for Red Sox star, Johnny Damon, after the 2004 World S
eries.
o Engineered a book deal with Random House, resulting in a New York Times Best S
eller.
o Secured placement of posters in 2,500 libraries featuring Johnny Damon in supp
ort of literacy.
o Garnered $5M national media attention for Damons public beard shaving done fo
r charity in concert with Gillette.
SAPIENT CORPORATION
Los Angeles, CA 2000-2001
$500M business and IT consultancy.
Director, Business Development
Recruited to develop opportunities with national accounts in the consumer produc
ts, retail, sports, and entertainment segments.
Drove $15M revenue by defining the business relationship between bricks/mortar
and the Internet for The Gap. Sold an assessment of organizational structure, te
chnology architecture, and redesign of business processes.
Formulated the 1st direct-to-consumer Internet strategy for NIKE as well as ini
tiating the 1st Sapient workshop on cross-channel integration.
MATTEL, INC.
El Segundo, CA 1995-2000
$5B global leader in toy products such as Barbie, Fisher Price and Hot Wheels.
VP, Global Customer Development, 1998-2000
VP, Marketing Services, 1995-1998
Promoted to develop an account management strategy for emerging global customers
such as Walmart, Carrefour, Costco, Royal Ahold, and Toys R Us. Initially recru
ited to lead merchandising, promotion, space management, retail service, new bus
iness development, key account planning, and international marketing activities.
Managed 6 director-level reports and administered $25M annual budget.
Transformed silo mentality, and increased Wal-Mart International sales 10% (aft
er 3 years of decline) and Toys R Us International sales 15% (after significant
3-year decline) by delivering joint global planning and trade best practices amo
ng 150+ worldwide subsidiaries.
o Established and led dedicated global account teams
o Chaired Global Retail Executive Committee.
o Initiated 1st global analysis of Mattel trade practices across markets.
Generated new revenue sources by negotiating multinational licensing agreements
with The Coca-Cola Company, the 2000 Sydney Olympic Summer Games, and the 2002
Salt Lake Olympic Winter Games. Stimulated revenue gains of $30M (actual), $75M
(plan) and $300M (plan) respectively.
Drove $10M incremental revenue in Rite Aid stores by replacing private label pr
oduct with Mattel brands.
Increased Mattel share of retail shelf space 10% through the introduction of ca
tegory management, with Mattel assuming the role of category captain.
PREVIOUS SALES & MARKETING EXPERIENCE:
The Coca-Cola Company, Director, National Accounts, Atlanta, GA, 1982-1995.
Spearheaded the use of pass through rights of Coca-Cola sports/entertainment pr
operties to key national accounts. Drove 35% gain in Coca-Cola sales in Dominos
Pizza by leveraging a NFL/Coca-Cola frequency program.
Built/launched global promotions that increased media exposure/brand awareness
for the NBA and raised Sprite brand from #3 to #1 in its category.

EDUCATION
BBA, Marketing, Pace University, New York, NY