Roy Gifford 103 Newberry Court 0M Jamestown, NC 27282 720-339-3930 (Cell) 0M 336-905-7136 (Home) 0M rg1376212@westpost.

net Senior Marketing Executive successful at establishing the vision and strategies necessary to grow and build brands within the consumer goods industry. Strong record of developing and implementing innovative brand positioning strategies across multiple product categories, channels and consumer segments that result in brand equity and revenue maximization. Proven ability to lead brand planning processes from concept to execution, with close attention to oversight of budgets, P&Ls, timelines and metrics. A team builder with strong global brand stewardship and general management skills. Core strengths include: * * * * * * * * * * Strategic & Tactical Market Planning New Product Introductions & Launches Brand Positioning & Planning Fully-Integrated Advertising & Media Campaigns ROI, Value Proposition & Profit Optimization Consumer Insights & Segmentation Multi-Tiered Sales & Marketing Strategies Web Marketing, Social Media & CRM Consumer Rebates, Promotions & Sponsorships Retail Marketing, Merchandising & Activation

PROFESSIONAL EXPERIENCE FREEDOM GROUP, INC., Madison, NC 2009 to 2011 Vice President of Brand Strategy and Research Led all brand strategy and research initiatives for one of the world's largest outdoor products company. Brands owned by the Freedom Group include: Remington, Marlin, Bushmaster, DPMS, H&R, Dakota, Barnes, EOTAC and Mountain Khaki. Led key marketing activities such as brand positioning and planning, advertising and media, public relations, trade and consumer shows, CRM, co-op, consumer rebates/promotions and catalogs. * Led the development of the global brand positioning for the Freedom Group portfolio of brands (first time in the history of the brands - Remington is 195 years old). * Developed the strategy to convert the internal database from a transactional model to a CRM model (building emotional connections with over 1.85MM consumers on a monthly basis). * Led the development of consumer rebates & promotions to increase revenue and grow the internal database (e.g., Spring/Fall Rebates and Your Remington Moment-YRM- online promotion). The average revenue lift per rebate period is 15%, had over 6k entries to YRM online promotion and the database has grown by over 350,000 YTD. * Created the consumer insights road map to determine market shares, consumer segments (existing and new), product innovation insights, channel insights, brand equities, consumer tracking trends and packaging graphic insights. Led the communication efforts to share insights with key stakeholders in the company. * Responsible for leading digital efforts for the Freedom Group

portfolio of brands (e.g., website redesigns/maintenance, database management, dealer/retailer partner website, social media/monitoring - Facebook/YouTube, online promotions, online surveys & eCommerce consumer stores). YTD Successes - grew database to 1.85MM consumers, delivered over 1MM Youtube views, grew Facebook fans to 90k (up from 12k) & increased monthly website visitors to 1.5MM. Led the development of the national advertising campaign for the Freedom Group portfolio of brands (fifteen campaigns). Created media and execution plans that were high impact and fully-integrated to ensure the campaign messages were consistent across all formats (TV, Print, Web, Social Media, CRM, Retail Merchandising & POS, Promotions, Sell-In Materials and PR). Provide monthly media communications (e.g., upcoming magazine placements) to Sales team via salesforce.com. Led four key new product launches that delivered the sales forecast. Launch process included consumer research, launch kits (retailer sell-in materials), advertising & media plan (TV, Print, Web, Social Media, CRM), PR plan (press releases), and trade/consumer show materials. Responsible for leading the public relations department for the Freedom Group portfolio of brands (delivers over 1 billion impressions per year from magazine articles and cover placements). Day-to-day activities include press releases, crisis management, events, and product placement. Led the development of turn-key sales tools to support the dealer/retailer sell-in process (e.g., catalogs, brochures, rebate sell-in kits, new product launch kits, co-op, trade/consumer shows). Developed the monthly Brand Dashboard to track key metrics (Brand Health & Performance). Brand Dashboard communicates Marketing ROIs, which provide timely feedback on key marketing elements (allows for plan improvements and resource reallocations). Roy Gifford 103 Newberry Court 0M Jamestown, NC 27282 720-339-3930 (Cell) 0M 336-905-7136 (Home) 0M rg1376212@westpost.net

CARHARTT, INC., Dearborn, MI 2006 to 2008 Vice President of Marketing Led all strategic marketing initiatives for this premium workwear apparel company. Led the U.S. Marketing department, which consisted of (Marketing Research & Insights, Consumer Marketing/Sponsorships/PR, Web Marketing and Retail Marketing/Merchandising). Provided global brand stewardship for our EMEA and Licensing teams. * Established an annual brand planning process to ensure the creation of relevant strategies and tactics necessary to acquire new consumers and retain existing consumers to drive revenue (sales increased by 6.5% in 2007). * Led the development of the global brand positioning to ensure the U.S., EMEA and Licensing teams are communicating a consistent brand message (first time in 119 years company has had a global brand positioning). The global brand positioning was the foundation to the brand identity project (eliminated multiple brand logos in the marketplace and created one global brand logo).

* Led the development of the consumer demand forecast model to enable Sales & Marketing to create an accurate one to three year volume forecast plan (improved forecast accuracy by 7% during the first year). * Devised a customized Retail Marketing/Merchandising approach to better support the top tier retailers in increasing their sales velocity. These top tier accounts are currently outpacing overall company sales by 1.5 times and maintaining a Return on Execution target of 95% or higher. * Created Web Marketing department to develop innovative web strategies and tactics to target online workwear consumers to drive awareness and revenue resulting in a 20% increase in online sales. * Led the development of the national advertising campaign and sponsorship/mobile marketing programs to increase Brand Awareness, Purchase Intent and Brand Loyalty among workwear consumers (campaign and program efforts have driven higher Purchase Intent & Brand Loyalty scores than competition). * Identified key consumer insights integral in determining product opportunities that led to the launch of the first ever women's workwear product line and work-dry performance product line that drove incremental revenue of 7%. * Led the procurement of new fulfillment agency to improve retailer services (initiative delivered a cost savings of over $1MM). BROWN-FORMAN, Louisville, KY 2005 to 2006 Spirits Portfolio Director Led all strategic marketing initiatives for the Mid-West Region for this spirits and wine company (e.g., Jack Daniels, Southern Comfort, Finlandia & Woodford Reserve). Collaborated with cross-functional partners (Sales, Operations, Insights, and Agencies) to drive revenue and profits. Managed successful marketing executions in three tier distribution system and multiple retail channels (i.e., On-Premise, Liquor & Grocery). * Led the annual planning process for the spirits portfolio of brands to ensure each brand had strategies and tactics to deliver annual revenue and profit targets (Midwest Region was the second most profitable region in 2006). * Orchestrated the African American Consumer Marketing strategy to drive awareness and revenue resulting in the Midwest Jack Daniel's brand consumption indexing 20% higher among this target compared to other African American national markets. * Co-chaired the Inclusion Coalition with the company's President to create a culture of inclusion throughout the organization. The team created tools that would foster an environment of inclusion (e.g., training modules, town hall forums, affinity groups). * Created strategic grass roots marketing initiatives to drive consumer awareness and consumption within the spirits portfolio of brands in underdeveloped markets (increased distribution by 15 points and increased profits by 10%). COORS BREWING COMPANY, Golden, CO 1999 to 2005 Brand Director, Coors Light African American/Channel Marketing/National Promotions & Sponsorships (2004 - 2005) Brand Director, Keystone/ZIMA XXX/Extra Gold (2003 - 2004)

Brand Manager, Coors Original (2003) District Business Manager, South Central FBA (2002 - 2003) Brand Manager, Coors Original (2000 - 2002) Brand Manager, Keystone (2000) Assistant Brand Manager, Coors Original/Keystone/Extra Gold (1999 2000) Led sales and marketing initiatives for several portfolio brands for the third largest beer company. Orchestrated brand plan executions for Coors Original, Keystone Light and ZIMA XXX that drove incremental revenue of $50MM within a three tier distribution system and multiple retail channels (i.e., On-Premise, Liquor & Grocery). Accountable for brand strategy and positioning, budget planning and tracking, advertising and media planning, new product development, consumer insights, consumer promotions and packaging redesign. * Led the annual planning process for several different brands to ensure each brand had strategies and tactics to deliver its portfolio expectations. Coors Light African American - seeded the Coors Light brand positioning in a relevant way to drive brand acceptance with African Americans to drive overall general market acceptance with Young Adult consumers (e.g., Phone Number TV creative had the highest general market recall during summer of 2004 - Advertising Age voted the Phone Number creative as the `Best Young Adult Ad', June 2004 issue). Keystone Light - drove young adults (21-24 year olds) to the brand to feed them into the Coors portfolio of brands (double digit growth in revenue and profit). Roy Gifford 103 Newberry Court 0M Jamestown, NC 27282 720-339-3930 (Cell) 0M 336-905-7136 (Home) 0M rg1376212@westpost.net * Created the Channel Marketing department to grow and develop the brand portfolio within the retail channels resulting in the development of key retail insights, innovative retail marketing solutions and portfolio management within the top 39 national key accounts (was able to improve program implementation and execution by 25%). * Led the launch plan for ZIMA XXX to reposition the original ZIMA brand (new liquid, brand positioning, retail programs and media plans). Brand was down -49% in Feb-'04 and was up +12.5% YTD by April-`05 (157 consecutive weeks of decline before launch). * Led 2003 annual planning for all nine South Texas markets as a District Business Manager, which included P&Ls, pricing, marketing, grassroots consumer programs (Hispanic) to drive brand awareness and revenue with overall portfolio (increased distribution by 45 points and improved profits by 15%). * Orchestrated the 2001 Coors Original new graphics redesign to reposition the brand as a more premium beer and make the brand more relevant among young adults (21-29). The redesign plan consisted of a fully-integrated advertising campaign, retail programming, and distribution incentives resulting in stemming a

fifteen year double digit decline. * Provided strategic direction for national consumer promotions and sponsorships for Coors Light & Coors Original. Promotions and sponsorships targeted five key selling time periods to protect and grow 55% of company's total volume (leveraged national sponsorship properties to drive big promotional ideas e.g., NFL, NASCAR, PRCA, House of Blues). Led the development of an on-premise consumer promotion for Coors Original that drove 40 points of new national distribution (promotion marked the first time a beer company used the `peel & reveal' technology on a longneck bottle). CUMMINS ENGINE COMPANY, Columbus, IN 1998 to 1999 Marketing Manager Led all strategic marketing initiatives for seventeen aftermarket products for this diesel engine company. Responsible for leading the launch of an innovative new oil replenishment system called Centinel. THE COCA-COLA COMPANY, Atlanta, GA 1997 Marketing Intern Worked as a Marketing Intern for the Fountain USA Division of this soda company. Had a very successful internship and was offered a full-time position after completing my MBA (one of five offered out of nine interns). THE TIMKEN COMPANY, Canton, OH 1992 to 1995 Sales Representative Managed the second largest sales territory within the Central Region for this tapered roller bearing company. Had responsibility for three different markets (automotive, industrial & heavy duty). EDUCATION UNIVERSITY OF TENNESSEE, Knoxville, Tennessee Master of Business Administration Concentration in Marketing, May 1998 Recipient of the Turner Academic Fellowship OHIO UNIVERSITY, Athens, Ohio Master of Sports Administration Concentrations in Corporate Sponsorships and Event Marketing, June 1996 Recipient of Football Graduate Assistant Fellowship MIDDLE TENNESSEE STATE UNIVERSITY, Murfreesboro, Tennessee Bachelors in Business Administration Concentration in Marketing, May 1992

Recipient of Football Scholarship ADDITIONAL INFORMATION Kellogg School of Management Executive Program - Accelerating Sales Force Performance; Kellogg School of Management Executive Program Sales & Marketing Alignment; Carhartt Senior Management Center for Creative Leaders Participant; Co-Chair of Brown-Foreman Inclusion Coalition; Coors Top Talent Mentor Group Participant; Coors CEO Corporate Leader Program Participant; Coors United Way Donor & Volunteer; National Black MBA Association Member; Coors HR Diversity Recruiting Team Member; Center for Creative Leaders Participant; University of Tennessee MBA Leadership Award Recipient. 1