stephen laroche (401) 594-6056
TRANSCRIPT
Stephen LaRoche (401) 594-6056
To whom it may concern:
I have been developing my skills in the sales, marketing, and experiential marketing
fields for over ten years. This experience extends to retail merchandising and
audits/mystery shopping. I also have experience related to these fields. For example I
have set up large and complex footprints, managed storage units, and acted a driver both
for the purpose of delivering materials and for promotions that require experience with
large vehicles that don’t require a CDL. I have worked alone on footprints, on routes and
as part of a team. I do have experience in large team management, individual training,
and general marketing manager experience (canvassing/lead generation at stores). I’m
able to step outside my comfort zone and remain comfortable and professional regardless
of the setting. While reading over my qualifications you will see that my resume is
organized so that each type of work experience begins with its own page and that many
of the dates will overlap. I have added photos to evidence my participation and to help
show the context of my past working roles. Please consider the following list of personal
characteristics, which have provided me with proven success in endeavors requiring a
similar skill set.
● Personal integrity in matters of ethical conduct as well as social etiquette.
● Truly compassionate and personable in my interactions with fellow
employees, employers, customers, friends and family.
● Naturally independent as a thinker and worker.
● Intelligent and creative in my approach to problem solving.
● Willing to follow directions and able to act as a leader.
● Internal motivation to earn the respect of my peers, superiors, and customers.
● Effective in my relationship building skills.
I appreciate your timely consideration and look forward to the opportunity to work
together for our mutual success.
Sincerely,
Stephen LaRoche
2180 Tower Hill Rd Saunderstown, Rhode Island 02874 [email protected]
Stephen LaRoche
2180 Tower Hill Rd (401) 594-6056
Saunderstown, Rhode Island 02874 [email protected]
March 2019
(Profile: Face)
March 2019 (Profile: Full)
Profile: Highly experienced sales and marketing professional cross-trained between
several different types of industries and a wide variety of customers of every SES status.
Possessed of a language oriented education and a natural sense of ethics and etiquette and
recognized by previous employers as possessing talent as a negotiator, naturally striving
to develop positive relationships with clients as well as employers.
Experienced in the following functions:
1. Direct sales
2. Lead generation
3. Guerrilla marketing
4. Food/Alcohol sampling (Currently have Etips and can renew ServSafe on request)
5. Audits/Mystery shops
6. Merchandising
For the reference of my interviewer, I have listed dates for two employers I spent a
significant amount of time working with recently. Due to the per project basis of most
experiential marketing jobs and mystery shops you will find a separate section for each of
these. I have also included drop box links to demo videos I made for one of my favorite
clients. Note that the dates of these activations, audits, and shops will in some cases
overlap with the dates of my employment. These sections will include highlights with
dated photos included and numerous clients but will not be an exhaustive list of every
client, shop, and activation.
Description of Relevant Experience
Logistics Coordinator/Sales Representative ( 11/18/2017-1/1/2019)
Geometry Global
Worked with the client Jim Beam on a variety of promotional
activations.
Working with Shell on the Fuel Rewards Program.
Duties included
1. Setup and breakdown of (sometimes) complex displays
2. Developing strong rapport with store management and
negotiating for footprint placement.
3. Spending time learning about each client and the products
that they offer so I can convey that understanding to the
consumer. Some of the training was simple. Some products,
such as those falling under Jim Beam’s Knob Creek, were
very complex due to customers being deeply interested in
the history of the product and the process by which it is
made.
4. Training and advising staff. This applied in the Shell
promotion to the store employees. In addition to training we
were encouraged to develop positive rapport for the purpose
of influencing store employees to continue to promote the
Fuel Rewards program in my absence.
5. Acting as a point of contact for promotional representatives
to answer questions and coordinate with them to provide the
materials they needed to succeed. Frequently the company
felt that directly delivering goods to representatives was
more cost effective than using shipping services. A
significant amount of time and skill was used to coordinate
meeting up with representatives for this reason.
6. Managing company storage units. There were up to 3 at
some point. I transformed these into clean and organized
spaces (they did not start off this way!) and worked with the
promotions company to purchase more cost effective and
necessary space as needed. I received materials occasionally
and would make sure that organization remained intact
between shipments. Everything was counted and materials
were displayed such that the casual observer could find what
they are searching for at a glance.
7. Shipping materials out to Representatives or storage units in
other spaces. This aspect of the position was very physically
demanding and often extremely time sensitive. More than a
few times I found myself at the 24-hour Fedex past midnight
figuring out the most cost effective way to ship out items
both large and difficult to physically transport even with the
correct tools.
Retail Merchandising Representative -Client: Google
Premium Retail Services (Sept 2014-Sept 2016) ● Learned to develop positive long term relationships with store managers of
Walmart, Best Buy, and Staples throughout CT, MA, and RI
● Gained skills in not only persuading customers but also teaching them new
skills that would allow them to understand, use, and ultimately purchase
Google products
● Learned to Co-ordinate with a large retail merchandising team spanning
the entire country during the execution of the Google program.
● I worked with each location to ensure Google product would be familiar
with the staff, stocked in all locations, and placed on display in accordance
with contractual standards between the client and the retail locations I
served.
● Accurately performed all paperwork and reporting in a timely manner.
● Worked independently to execute program goals for 2 years in all target
locations.
Independent Contractor-Experiential Marketing (June 2013-Present)
Note: For those unfamiliar with the Brand Ambassador job role, these positions are
worked on a per project basis. Please ask for details on my most recent events. Because
there are so many companies to
● Gained experience in the setup, breakdown, and how to properly conduct a
promotion as well as distribute premiums
● I have worked in a management/supervisory capacity as a Marketing
Manager, Lead BA, and Logistics Coordinator.
Devon (experienced fellow BA)
609 369 0469
Eli (Friend-character reference)-
5094498753
Following are some snapshots of promotional/experiential marketing projects dated for
your convenience.
Sub Categories: Direct Sales, Sampling. These promotions required an E-Tips
certification which I currently have. Duties also included memorizing tasting notes and
providing product information. I provided my own table, table cloth, bucket, Ice bucket,
Ice, bottle opener, and cups. These are items I tend to have for such occasions.
Dark Horse Display 3-21-19.
Sub Categories: Lead Generation.
This was a straightforward promotion to generate leads for a referral program. Work was
completed from an in-store footprint.
Sprint Team Pic 2-8-2019.
Sub Categories: Direct Sales, Sampling, Logistics, Specialized training.
Jim Beam Suntory required a special course to be completed due to the potential danger
of working with Hot Wax. We dipped glasses, bottles, and (on one occasion) baseballs
for consumers to promote the brand. PPE was required. This was a sampling event that
required ETips certification and memorizing/relaying product notes. I was responsible for
keeping track of, maintaining, and transporting materials from location to location. I also
coordinated with store management the placement and setup to optimize for traffic,
safety, and efficiency. This 1st photo contains a plain and unbranded table though
sometimes we worked with a custom designed and built footprint requiring assembly and
special accommodation for transportation weighing (in pieces) about 200lbs. The 2nd
photo is a display for Jim Beam Suntory’s brand Sipsmith. In addition to aspects the
promotions had in common Sipsmith required the correct measurement and serving of
mixed drinks, use of knives to hand cut fruit, and extra measures to successfully complete
each shift including trips to the local florist before each event to purchase real white
roses for the display. The display weighed over 100lbs with the carrying case though it
was relatively simple to set up.
Makers Mark Dipping 12-16-2018.
SipSmith checkin 12-8-2018.
SipSmith Selfie 11-3-2018.
Sub Categories: Sampling, Direct Sales.
Execution of these was about the same as other wine demos.
William Hill 11-2-2018.
SubCategories: Large event, logistics
This was another event for Jim Beam Suntory where I transported materials and
performed setup and breakdown. The client requested that the sampling staff be female so
I did not work during the execution.
Knob Creek Face 11-1-2018
SubCategories: Sampling, Direct Sales
As you can see from the dates often two or more programs run concurrently. In this case I
was sampling flavors of JD but not the core product.
JD Honey and Fire 10-20-2018
SubCategories: Sampling, Direct Sales.
Execution of these was similar to other premixed products.
Betini 9-21-2018.
Sub Categories: Sampling, Direct Sales
Execution of these events was similar to other alcohol sampling events. The red tag
indicates that Slane is actually a product of Ireland.
Slane check in 9-13-2018.
SubCategories: Sampling, Direct Sales.
Execution of these events was similar to other alcohol sampling events. The interesting
aspect of this event for me was the relaxed attire requested and the promotion involving
donating a percent of proceeds to hurricane Maria victims.
Cruzan 9-1-2018.
SubCategories: Sampling, Direct Sales.
Execution of these events was similar to other alcohol sampling events.
Dark Horse checkin 9-1-2018
SubCategories: Sampling, Direct Sales.
Jack Daniels regularly promotes various flavored varieties in my area as well as the core
product.
JD Honey 8-4-2018.
SubCategories: Sampling, Direct Sales.
I was mixing Kir Royale for customers which associates the champagne with France
despite this being Californian. I think the idea was to make the product look fancier.
Champagne Chambord Customers 8-3-2018.
Champagne Chambord 8-3-2018
SubCategories: Sampling, Direct Sales.
This is one of many food demos I worked with in Whole Foods and similar organic
themed grocery locations. Generally these companies have a product that is slightly more
expensive and my primary job was to memorize all of the product information (which can
be rather in-depth). Shoppers at these locations care about how products are sourced,
made, packaged, etc so product training was of the utmost importance.
Biena Display 7-31-2018.
SubCategories: Sampling, Direct Sales.
Execution of these events was similar to other alcohol sampling events. This product was
very difficult for me because I don’t like tequila and find it hard to present the selling
points of products I myself would not purchase.
Camarena check in 7-20-2018
Sub Categories: Large Event, technology, lead generation.
As part of their marketing efforts, the U.S. Air Force attends the air shows every year in
places all around the country. This event featured a supercar, a video-game like
challenge, and a VR skydive simulation. These last two were based out of a trailer. Duties
included helping customers with registration (information capture lead generation) as
well as the technology involved in the game and VR skydive simulation. This was a large
event so typical challenges involve timing in regards to traffic, parking and
finding/staying with the team.
Airforce VR skydive 6-10-2018.
SubCategories: Sampling, Direct Sales.
Social wine is an interesting product. Made with wine from rice (kind of like sake),
Social wine was one of the first successful wine-in-a can products to overcome the
packaging stigma to join the ranks of popularized items like the various alcoholic seltzers
which have recently become popular.
Social Wine 5-25-2018.
Sub Categories: Guerrilla marketing, Sign Spinning, Executes regardless of weather.
Just like it sounds, sign spinning requires not being afraid of being a spectacle someplace
where you are not necessarily expected to be. Part of the job is constantly moving and
showing up regardless of conditions. I worked in the sleet/rain and during times when
temperatures were sometimes around freezing.
Jackson Hewitt Sign spinner 4-8-2018
Sprint sign spinner 4-7-2018
Sub Categories: Sampling, Direct Sales, Cooking.
This is an example of a promotion that required me to bring and use my own skillet,
thermometer, knife, cutting board,Table, plates, table cloth, gloves, hat, and extension
cord. I balanced cooking, serving, and direct sales for this demo. When we go to a
grocery store it is easy to take for granted the difference in difficulty between demos
requiring cooking and preparation and those that don’t!
Cooking promo 3-18-2018
Sub Categories: Large Event, Technology, Crowd management.
This is one of my favorite annual events as I myself am a hardcore gamer and Pax East is
all about the newest and most popular games as well as the associated culture. This was a
large event requiring planning to time travel, parking, and coordination with a large
team. Bethesda was promoting a few products. At the forefront of these was a new doom
game to bring the nostalgic series to the 21st century. I worked in a few capacities the
most difficult of which was managing the line that formed to play said game. Shirts were
given out to those exiting the rather large indoor footprint and keeping enthusiastic
gamers from taking them prematurely or circumventing the line by entering close to the
exit was not easy. The 1st photo below was on of those shared by the company itself
online during the event through a few social mediums.
Pax East 4-22-2016
Pax East 4-22-2016
Sub Categories: Lead Generation.
This was a very straightforward lead generation campaign. The theory behind these is
generally to ask every single person who might be a home owner. It gets tedious fast and
requires steadfast PMA and the mental fortitude to handle constant rejection.
Generac Lead Gen 9-28-2014
Sub Categories: Lead Generation, Large Events, Management.
I was not the mascot below but managing the events for Cox Communications. I worked
with event organizers to find prime locations for traffic, trained employees on tablets and
lead generation, worked setup and breakdown for large and small footprints and
otherwise represented Cox at events throughout 2014. Other duties included managing
premiums, footprint setup materials, tablets, and other event materials. That is me in the
3rd
picture, promoting season 2 of Game of Thrones.
Cox Mascot 7-20-2014
Cox Contour 7-12-2014
Cox game of thrones S2 6-14-2014
Sub Categories: Sampling, Direct Sales
Eppa was one of the first products I sampled for a distributer. The product was
inexpensive and the light flavor appealed to a large, diverse and young audience.
Eppa 6-27-2014
The history channel was promoting at an event for motorcyclists at Weirs Beach in NH
for this promotion. I managed a small Team of brand ambassadors for this event as a lead
brand ambassador.
History Channel weirs beach 6-21-2014
Categories: Mascot.
I’m Tony the Tiger in this picture. Being 6ft3in I’m too tall for most outfits but was able
to manage this.
Mascot2 4-13-2014
Mascot1 4-13-2014
Categories: Demonstration, Lead Generation.
Roxul is one of my favorite products to this day. I traveled all over RI, CT, and MA to
promote Roxul as far south as almost New York and as far north as nearly Canada (which
is where this product comes from. Instead of explaining I encourage you to check out the
videos I made for this product. The videos were not required and I made them because I
was enthusiastic to show everyone how I work in the field.
Roxul Display 1 3-26-2014
Roxul Display 2 1-28-2014
Categories: Facepainting, sampling
As you can see I’m not a very good face painter but the girl in the photo was very happy
with the result.
Kellogs 1-24-2014
Categories: Sampling, Management, ServSafe
When Walmart first made the transition to a store that sells both groceries they hired
marketing services to assist with Grand Re-Opening events all around the country in key
locations around the country. A small team of 30 some odd people (including myself)
were flown to Dallas to train to run these events. I passed ServSafe (management level)
so I would be able to safely and effectively oversee the aspect of these promotions in the
north east involving cooking, cutting, and sampling steak to consumers outside of Wal-
Mart locations. We would also be distributing a wide variety of premiums from Proctor
and Gamble and the Wal-Mart bakery department. Additionally we set meet and greets
on Sundays to introduce the pharmacy management to new prospective customers.
Standards were extremely rigid. For every event I executed I had to use a company card
to purchase brand new propane tanks, cutting boards, Utensils, napkins, hotdogs, steak,
condiments etc. I kept many of the materials necessary to execute these events at home
and rented a van to transport them from store to store. I was also responsible for hiring,
managing, training, and overseeing a group of about 10 brand ambassadors for events
executing throughout the year.
Pampers(Proctor-Gamble)11-24-2013
Walmart giveaway table 11-24-2013
Walmart Sampling 11-2-2013
Walmart Sampling 11-2-2013
Walmart Sampling 11-2-2013
Steak AD before price Walmart 11-2-2013
Please see the following dropbox video links to get an idea of how I pitch Roxul and
handle some of the most common objections I receive:
Roxul video links (Copy and paste into your browser to view)
Roxul Walkthrough: https://db.tt/CScvkWnr
Rebuttals
Is Roxul expensive:
https://www.dropbox.com/home?preview=VID_20140317_180149+(3).mp4
What’s the binding agent?: https://db.tt/xLlzoDBu
Is Roxul always unfaced?: https://db.tt/ufIn9f5i
How long has Roxul been around: https://db.tt/UE0hyuCQ
Where can I find Roxul in the stores? https://db.tt/6sJWnQVu
The following are some images of my mystery shopping/audit experience. The
companies offering the shops are kept confidential because so I can maintain my ongoing
contractual obligations. There are a few services that are difficult to efficiently show
images of. In addition to these clients, for mystery shops I have completed assignments
for the following clients: TGIF
Pandora- I purchased a bracelet. The idea was to evaluate customer service and selling
skills
Cubesmart-This assignment involves touring the grounds of the facility and making sure
there is nothing wrong physically. There is also an evaluation of selling skills and
customer service.
Town Faire Tire-This assignment is another evaluation of selling skills and customer
service
Aroogas-This evaluation is a lot like Texas Roadhouse. The survey asks about
cleanliness, uniforms, friendliness, food quality, atmosphere, management, timing, etc.
Applebees- These assignments were primarily to judge the efficacy of the new takeout
service being offered known as ‘carside’. They were relatively simple assignments.
Etc-1. Of course there are other shops that are hard to keep track of. Mystery shopping
companies change platforms and names frequently and sometimes vanish completely
making the information hard to track down unless I do it right away. These days I try to
keep records as I go.
2. I frequently use online platforms and services to supplement my income by performing
even smaller shops and audits. Following are some of these platforms which are separate
from the work I’ve already mentioned.
A. Survey.com
B. Field Agent
C. Observa
D. Gigwalk
Freelance Merchandising
Over the years I have worked primarily with 3 companies offering
freelance merchandising work.
1. Set and Service Resources-The main drawback here is that many
of the projects take place overnight so integrating the work with a
normal schedule is difficult. I have completed both light and heavy
merchandising work. Heavy merchandising involves tools, PPE,
lifting beams and heavy objects, and a more in depth knowledge of
planograms and fixtures.
2. RMSI- Very similar to Set and Service Resources. The main
project I worked from RMSI involved replacing price tags
throughout several Shaws locations.
3. Natural Insight-I am not sure if natural insight is around
anymore. Their projects were very small and normally involved
doing things like updating gift card displays.
Focus Groups
I would say that I participate in focus groups infrequently and have
only recently discovered these opportunities. So far I have
evaluated a new product from Hood and attended two other groups
that overbooked but still paid me for my time. I’ve learned that
some studies last only a couple hours and others for multiple days.
They typically pay with a gift card. I have a profile with every
company offering them in my area. You can find out what is going
on anywhere in the country from here: https://focusgroups.org/
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