Donald J. Schmid



Donald J. Schmid

1704 E. Pryor • Milwaukee, WI 53207 • 248.930.2183

donschmid@ •

MARKETING EXECUTIVE

Marcom • Event Marketing • Management Leadership • Brand Building • Sponsorships Communication Strategy • Travel Incentives • Loyalty Programs • Sport Promotions Celebrity Endorsements • Trade Shows • Merchandising

Marketing expert and industry leader in marketing strategy, development and implementation. Reputation for leading edge concepts that changed the status quo throughout domestic and International venues. Effective change agent – diligent work ethic delivering excellence. Tireless enthusiast and calculated risk taker who leverages brand strategy with common sense to balance cost efficiency and communication effectiveness. Polished presenter and keynote speaker. MBA in Marketing, Professional Certified Marketer.

EXPERIENCE

Director, Global Exhibits, GE Healthcare • July 2006 – Present

Responsible for staff management, tradeshows, leadership conferences and branded experiential marketing for $18 billion subsidiary of GE promoting healthcare equipment and services. Accomplishments included institution of global brand exhibit standards, management website (), event “scorecard” system and “event-in-a-box” program for smaller shows.

Executive Director, Hot August Nights • February 2005 – May 2006

Overall responsibility for not-for-profit organization that produces annual classic car and entertainment event in Reno, Nevada. Weeklong event generates 800,000 attendees and $242 million economic impact with 15,000 classic cars in attendance. See

President, The Parade Company • February - November 2004

Detroit based not-for-profit organization responsible for production of major Detroit events such as America’s Thanksgiving Parade, International Freedom Festival, local festivals and Sports Championship Victory Parades. See

DaimlerChrysler Corporation [1983-2003]

One of the world's leading car-makers, formed by the merger of Daimler-Benz and Chrysler

Director, Global Event Marketing

Top corporate executive for strategy development and execution of major high profile events, auto shows, and dealer announcement-recognition-incentive programs. Directed show vehicle logistics, entertainment industry product placement (motion picture, television), celebrity sponsorships, and advertising/catalog vehicle photofleet programs. Responsible for vehicle brand licensing/merchandising, royalty/fulfillment programs. Accountable for P&L of $650 million in retail revenue and $130 million annual Global Event Marketing budget.

▪ Led the team responsible for over 1,200 annual experiential events for the Chrysler Group (domestic/international auto shows, owner loyalty programs, consumer brand events, test drive programs, youth projects, diversity events, sports marketing programs, high image programs, community programs, and sponsor affiliations).

▪ Spearheaded a management-based web system () to coordinate efforts & plan views, rules, timing requirements, product lists, freight & logistics, collateral, contacts and staffing schedules in real time. Quantified results reduced headcount requirements by 20%, coordination time and conflicts in scheduling.

▪ Planned and directed dealer announcement shows and other programs with up to 10,000 attendees, Dealer Council logistics, dealer recognition and sales motivational programs that included International travel for over 5,000 dealers.

Donald J. Schmid (Page 2)

Director, Shows & Events – Marketing

Gained international motor show responsibility. Merger of ‘equals’ was announced with Daimler-Benz. Worked directly with counterparts from Stuttgart on efficiency strategies.

Senior Manager – Communications

Recruited to replace two former retiring managers (Show Manager and Corporate Merchandising Director). Responsible for corporate high-image events, Dealer recognition programs, and sales Incentive travel programs. Directed a team of six direct report employees as well as numerous supplier partners.

Senior Merchandising Manager – Chrysler Europe, Brussels Office

Launched a new European office in Brussels. Responsible for working with existing Chrysler distributors to start an event marketing program for Chrysler Europe. Led European Motor (auto) shows with total planning and execution accountability.

▪ Spearheaded new business development activities; grew with office staff from 15 to 170 employees in one year.

Prior positions with increased responsibility at Chrysler include:

Corporate Identity & Planning Manager, Displays & Exhibits Manager, Corporate Business Planning Manager, Truck Advertising Specialist, Car Promotions Manager, Truck Promotions Specialist and Sales Trainee/Market Representation

EDUCATION

MBA in Marketing • — WAYNE STATE UNIVERSITY; Detroit, MI

BA in Economics and Management • — ALBION COLLEGE; Albion, MI

— ACHIEVEMENTS —

“Professional Certified Marketer”, American Marketing Association, December 2006

“Leadership Detroit” graduate, June 2005

Produced 2004 Detroit Pistons NBA Victory Parade with 1.4 million in attendance

Featured Cover Story of Event Marketer Magazine – November 2002 debut issue

Keynote Speaker of “The Experiential Marketing Summit” April 2003

“Ex” Award for Best Mobile Marketing Program (Route 2002)

Won ‘Best Exhibit’ at 2002 North American International Auto Show by R.L. Polk

Won Silver “Ex” Award for Best Single Venue/Market Event for Camp Jeep 2002

Won the award of ‘Best Owner Loyalty Event for 2002’ by Promo Magazine for Camp Jeep

First Place DMAD (Direct Marketing Association of Detroit) Target Award for ‘America’s Best’ travel incentive program

2002 License Manufacturer of the Year for Jeep Brand from the Licensing Industry Manufacturer Association (LIMA)

Board of Director member, Michigan Sports Hall of Fame

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