GERALDINE BROWN 2 Fountain Lane 1B * Scarsdale, NY 10583

(914) 574-5910 E-mail: gb8fc28c@westpost.net

SENIOR MARKETING EXECUTIVE

* Generating Innovative Ideas * Increasing Revenues & Profitability
* Driving Brand Visibility * Preserving Corporate Integrity
Distinguished 20+ year career reflecting consistent promotions, reputation as a
visionary, top performer and conduit of new ideas, and achievements in spearhead
ing bold, distinctive, and high-impact marketing initiatives that produce dynami
c results. Creative and enthusiastic approach, challenge status quo, resilient,
and face obstacles head on - develop creative solutions and maintain "go the ext
ra mile" attitude to maximize productivity and move initiatives forward. Self st
arter, and adapt well to fast-pace, high-pressure work environments - thrive on
starting from scratch, taking business from "good to great" status, and creating
order out of chaos. Leadership and work ethic based on integrity, trust, and ho
nesty.
* Innovative & Creative Problem Solving * Positioning & Brand Management
* Marketing & Business Management * Strategic Partnerships & Alliances
* Strategic Planning, Budgeting & Forecasting * Negotiations, Presentations & Pu
blic Speaking
* Media, Public & Community Relations * Crisis & Conflict Management
* Advertising Campaigns, Event& Sponsorships * Staff Hiring, Training, Motivati
on & Management
CAREER HIGHLIGHTS
* Generated new business, partnerships, sponsorships, events, and income for Fan
euil Hall Market Place - one of the country's top tourist attractions - while se
rving as its General Manager.
* Drove $3.1M+ in alternative revenues (43% total increase over goal) and produ
ced $1M in sponsorship revenues (51% total increase over goal) for businesses in
23 remote and challenging markets.
* Created nationwide internship program (GGP Prodigies) from the ground up that
was a tremendous success and evolved as its own department at General Growth Pro
perties.
* International award winner for driving high-impact marketing program (ICSC); r
eceived 4 Maxi Awards (1999, 2002, 2003, 2004) / Wall of Honor (2004).
PROFESSIONAL EXPERIENCE
GENERAL GROWTH PROPERTIES (GGP), Boston, MA
Steady career progression with publicly traded real estate investment trust owni
ng, developing, and operating regional shopping malls across U.S.
General Manager / Market Strategy, Faneuil Hall Marketplace (2007-2009)
Requested by GGP executives to manage Faneuil Hall Marketplace (FHM) due to mult
iple critical issues. Dual accountability for GM and marketing functions; only G
M in company to lead all operations, management, and marketing for one of countr
y's top tourist attraction. Immediately faced with challenges that evolved prior
to arrival - e.g., GGP taking over property as part of Rouse acquisition (2004)
, GGP's potential bankruptcy, negative media coverage, and city of Boston's host
ility toward GGP. Developed strong team, eliminated underperformers, and hired,
trained, supervised and evaluated 20-person staff. Board member of Merchants Ass
ociation with voting rights on programs/services to support marketing plan.
* Conflict Management. Brought together CEO of GGP and Mayor of Boston immediate
ly upon arrival - arranging meeting and proper introductions at City Hall. Revit
alized relationship with Merchant Association, which once had class action law s
uit against Rouse Company.
* Net Operating Income. Achieved 92% of NOI - considered as exceptional accompli
shment due to volatile industry and economic circumstances; reached 96% occupanc
y while most properties lost major retailers.
* Alternative Revenue Goals & New Business Development. Produced $200K+ in spons
orships and event income (meeting alternative revenue goals over/above holiday p
rogram). Reached over $2.4M in new business development (rent revenues for carts
, kiosks, sponsorships); FHM was only property in region to meet goal.
* Strategic Marketing Plan & Budget. Collaborated with Merchant Association to d
evelop comprehensive and strategic annual marketing plan/budget that maximized v
isibility and understanding of FHM.
GERALDINE BROWN PAGE 2
* Positioning & Brand Management. Worked with graphic designers to upgrade FHM's
image and created new consumer/B2B directories and coupon books.
* Travel, Tourism & Public Relations. Positioned FHM as key player with visitor'
s bureau and city/state officials; assumed leadership and partnership role to ma
rket Boston as visitor's destination with key stakeholders and decision makers.
Primary contact for all PR activities and inquiries, and representative/spokesp
erson at key city events, meetings, and organizational functions.
* Strategic Alliances. Forged alliances and established 75 meetings with affilia
tes (e.g., city of Boston, Boston Redevelopment Authority Greater Boston Convent
ion and Visitor Bureau) within first 6 months - successfully establishing new c
redibility and recovering reputation as good neighbor within city of Boston.
* Events & Media Coverage. Created initiatives with city/community leaders and i
mplemented multiple stellar events (Boston Celtic's World Championship win, stat
e's largest tree lighting ceremony, Tall Ships Gala Event, Italian Feasts) that
produced positive media coverage - including front page features in The Herald a
nd Globe.
* Marketing/Tourism Plans & Web Site. Expanded hotel partnerships and enhanced c
ustomer services by upgrading FHM marketing/tourism plan and web site; 1st to im
plement strategy for tour busses/cruise ships to drop visitors at FHM (only stop
) - with 200K+ visitor counts and double-digit sales increases during this time.
* Expense Reduction & Receivables Recovery. Reduced common area maintenance expe
nses 10% in first year ($400K), and changed landscaping contract for $20K expens
e reduction and holiday sponsorship package that offset expenses $200K. Recovere
d $700K of $2M receivables by year end.
* FHM Property Sale. Administered imminent sale of FHM (9/08). Worked with outsi
de broker on due diligence while managing all aspects of property. Prepared fina
ncial reports and leasing updates, led presentations to prospective buyers, and
showcased property while fulfilling both roles as GM/Marketing Strategist.
Group Vice President of Marketing (2004-2007)
Selected by top executives after major acquisition to manage 23 regional shoppin
g centers across the country with $10M+ in marketing funds. Managed properties
considered as Community Centers in remote markets facing difficult issues (e.g.,
declining market share, perception problems, poor economics) representing $250M
 in revenues - with key focus on doing "more with less" and reducing budgets due
to limited resources while preserving profitability. Assigned to 5 asset manage
ment groups requiring extensive travel to corporate office, regional offices, an
d individual properties.
* Revenue Growth & Goal Over Attainment. Generated $3.1M+ in alternative revenue
s (45% total increase over goal) and produced $1M in sponsorship revenues (51% t
otal increase over goal).
* Fund Raising. Raised $60K for Children's Miracle Network in 2006 - company's o
nly region to meet goal for fundraising efforts with non-profit partner.
* Retail/Community Programs & Marketing Events. Drove increases in foot traffic
and retailer sales by creating "My School's Cool" (retail productivity/community
program) and assisting in development of 4 successful nationwide community prog
rams and marketing events for 60 regional shopping centers.
* Non-Profit of Choice. Secured company-wide relationship with Habitat for Human
ity, which became non-profit of choice in 2007.
Vice President of Marketing - Growth Through Innovation (GTI) Business Unit (200
2-2004)
Created/managed new business unit handling 10 lowest performing shopping centers
coast-to-coast in markets suffering from high unemployment, lack of industry, l
ow income, and diverse demographics. Sold ideas and gained approval for capital
improvements, redevelopment, and/or unique use of retail space from top executiv
es and decision makers. Handled HR and PR efforts associated with takeover of ne
w acquisitions and existing teams.
* Retail Concepts & Openings. Opened multiple unique retail concepts/retail uses
built upon market strengths -establishing each GTI asset as dominant traffic ge
nerator in market and exceeding profit objectives 10%-20%.
- 3rd largest Bass Pro Shops (210K sq. ft.) positioned as destination within sta
tes of IN and KY.
- 1st franchise Holiday Inn Express (30K sq. ft.) at The Pines shopping center i
n Pine Bluff, Arkansas.
- Flaming Gorge Harley-Davidson- the brand's 1st full-service dealership (43K sq
. ft.) ever to serve as an anchor for a regional shopping center - in White Mou
ntain Mall.
- Wall of Honor Veterans Memorial (museum quality exhibit) that encompassed an e
ntire wing at Washington Park Mall located in Bartlesville, OK.
- Recreation Station (45K sq. ft.); 1st bowling alley as an anchor, game room, a
nd restaurant facility at Eagle Ridge Mall in Lake Whales, FL.
GERALDINE BROWN PAGE 3
Vice President, GGP Prodigies (2000-2002)/ Vice President of Strategic Partnersh
ips, GGP Prodigies (2000-2001)
Created and directed GGP Prodigies (nationwide college internship program) and e
stablished new department for GGP from ground up. Managed GGP internship program
external communications with colleges and universities, members of national ass
ociations, advertising agencies, and online career services. Trained internships
coordinators and hired/managed Program Manager and Research Analyst. Concurrent
ly, secured sponsorships (naming rights, promotions and events, mall amenities,
national GGP programs). Negotiated with sponsors to sell top 15 malls in Third-P
arty Business Unit.
* Program Direction. Directed all aspects of GGP program including collateral ad
vertising, business plan, budget, training/implementation, internal communicatio
ns, web site, and databases.
* Under Budget Attainment & Savings. Brought GGP internship business plan under
budget 25%/48% 1st/2nd years respectively by utilizing in-house talent versus c
ontracting with external consultants. Saved $80K by utilizing in-house talent in
addition to saving company $160K in labor costs associated with hiring interns.
* External Communications. Furthered GGP program objectives by forging relations
hips with 110 colleges and universities nationwide.
* Sponsorships. As VP of Strategic partnerships, generated leads and presented s
ignificant opportunities to Primedia Group, AT&T, Verizon, USPS, Beenz.com, Hig
h Speed Video, Vacation Outlet, Lancome, Arnold Communications, Jet Blue, and Li
tlamp.com.
Regional Vice President of Marketing - GGP (1996-2000) / Marketing Director (19
93-1996)
Promoted to oversee 14 regional shopping centers totaling over 10M square feet o
f retail space on East Coast and Midwest. Recruited/managed 9 new marketing dire
ctors; managed total of 14 marketing directors and 12 assistant marketing direct
ors. Managed marketing budgets totaling $8.5M+. Previously, managed marketing in
itiatives for redevelopment project within Third-Party Division of GGP at Granit
e Run Mall in Media, PA.
* Sales Growth. Increased retail sales 20% through cultivating relationships wit
h Sam Goody and partnering with record labels to promote new talent (e.g., Pink,
Mandy Moore, etc.) at live concert events.
* Certifications. Achieved shopping center recognition as Certified Marketing Di
rector; supervised/trained customer service personnel and retailers; became Cert
ified Power of Service & Training Trainer (1994-1996).
* Awards. Received Team of the Year Award for Most Improved Shopping Center and
Best Marketing Award for Grand Reopening of Granite Run Mall (1995).
Previous Experience: Training Manager / Retail Store Manager - Nine West Group,
Sales Representative - Leslie Fay & Tower Dresses, Garment Industry, New York, N
Y
EDUCATION / AFFILIATIONS
* University of Connecticut, Danbury, CT (1988-1989)
* A.A.S., Fashion Merchandising, Marketing & Retail Management - Berkeley Colleg
e, White Plains, NY (1986)
Alumni of the Year (1989, 2001)
* Affiliations - Chambers of Commerce (Philadelphia, Chicago, Westchester - NY,
Nassau/Suffolk Counties - Long Island/Boston); Greater Boston Convention & Visit
ors Bureau (Boston, MA); International Council of Shopping Centers; National Ass
ociation of Colleges & Employers; Habitat for Humanity