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Barry Waldman

Innovative, results-driven POP designer/creative with retail space management secondary skills whose leading edge computer graphics expertise predicts continued client profitability

PROFESSIONAL PROFILE

  • Extensive experience in progressively challenging visual marketing/space management positions at independent, entrepreneurial and agency level.
  • Expert at creating "state-of-the-art" 3d illustrations to effect POP and whole store optimizing, packaging and character.
  • Designs have been installed in thousands of stores in 14 countries.
  • Superior technical and analytical skills, balanced by highly developed interpersonal and communication ability. Presentations to all levels including CEO’s in 6 countries.
  • Accustomed to managing multiple projects simultaneously, within stringent time and budgetary constraints.
  • Motivational style characterized by "hands on" approach, and borne out by development of several industry leaders.
  • Reputation for diligence, follow-through and dedication to quality outcomes.
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FREELANCE HIGHLIGHTS (1992 - Present)

    • Currently employing expertise in 3d illustration, POP, DTP, sales promotion, space management and store design, utilizing both traditional and sophisticated computer graphics.
    • Created whole store design of POP, merchandising, promotion and space management that doubled annual sales-per-square foot for national chain.
    • Technology presently used includes Mac Quark, Illustrator, Dimensions, Photoshop and Softimage 3d, as well as dual 200MHz Pentium Pro NT Intergraph PC.
      •

EMPLOYMENT HISTORY

Howard Marlboro Group Worldwide, New York NY. 1991 - 1992
Creative Director, Europe

    • Oversaw space management, fixturing and packaging; performed sales calls and delivered lectures on 3d electronic "planogramming" in U.S., France, Holland and Belgium; also made presentations to Japanese marketing groups at NY office.
    • Perfected "Insight" - a computer graphics space management/fixturing hybrid - which empowered clients to control retail categories and produce brand share increases; development and implementation led to double-digit sales improvement, as well as 85% facing and volume increases for packaged goods manufacturers and retailers.

BMS Marketing Services, Inc., New York NY. 1990 - 1991
Creative Director for POP, sales promotion, packaging and marketing agency.

  • Managed three-person art department.

The Launching Pad Studios, Inc., New York NY. 1964 - 1985

President/Creative Director for full-service art studio.

    • Held ultimate creative and operational accountability for concept, sketch, comps and finished art for sales promotion, POP, packaging and product design, using both traditional art techniques and pioneering computer graphics.
    • Served as creative director/account person on significant projects for Glendenning Associates (Westport CT), supervising thirty-person freelance creative team.
    • Directed workload of nine-person staff.
    • Subsidiary company - Planograms Plus, Inc. - performed electronic space management for Bristol-Myers, Nabisco and Southland/7-11.

Thomson-Leeds, Inc., New York NY. 1962 - 1964
Art Director

Schiffenhaus/Displayco, Newark NJ. 1958 - 1962
Art Director

ADDITIONAL EXPERIENCE
Pratt Institute, New York NY. 1987 - 1989
Associate Professor - Computer Graphics

Also taught at Fairfield University, Fairfield CT.

EDUCATION
Pratt Institute, New York NY. B.F.A., Major: Illustration.

REFERENCES
Available upon request.

Travel
Settled in Georgia, have car, some travel ok.

PROFESSIONAL PROFILE

o         Extensive experience in progressively challenging visual marketing/space management positions at independent, entrepreneurial and agency level.

o         Expert at creating “state-of-the-art” 3d illustrations to affect POP and whole store optimizing, packaging and character.

o         Designs have been installed in thousands of stores in 14 countries.

o         Superior technical and analytical skills, balanced by highly developed interpersonal and communication ability. Presentations to all levels including CEO’s in 6 countries.

o         Accustomed to managing multiple projects simultaneously, within stringent time and budgetary constraints.

o         Motivational style characterized by “hands on” approach, and borne out by development of several industry leaders. 

o         Reputation for diligence, follow-through and dedication to quality outcomes.

FREELANCE HIGHLIGHTS (1992 - Present)

Currently employing expertise in 3d rendering/concepting, POP, Electronic Space Management, signage systems and store design, utilizing both traditional and sophisticated computer graphics.  

·   Created whole store design of POP, merchandising, promotion and space management that doubled annual sales-per-square foot for national chain. 

·   Technology presently used includes Mac Quark, Illustrator, Dimensions, Photoshop and SoftImage 3d, as well as dual 2 GHz Xeons Dell Precision PC.

EMPLOYMENT HISTORY

      Howard Marlboro Group Worldwide, New York NY, 1991 - 1992, Creative Director, Europe

·   Oversaw space management, fixturing and packaging; performed sales calls and delivered lectures on 3d electronic “planogramming” in U.S., France, Holland and Belgium; also made presentations to Japanese marketing groups at NY office.   

·   Perfected “Insight” - a computer graphics space management/fixturing hybrid - which empowered clients to control retail categories and produce brand share increases; development and implementation led to double-digit sales improvement, as well as 85% facing and volume increases for packaged goods manufacturers and retailers.

BMS Marketing Services, Inc., New York NY, 1990 - 1991, Creative Director for POP, sales promotion, packaging and marketing agency. 

·   Managed three-person art department.

The Launching Pad Studios, Inc., New York NY, 1964 - 1985, President/Creative Director for full-service art studio.

·   Held ultimate creative and operational accountability for concept, sketch, comps and finished art for sales promotion, POP, packaging and product design, using both  traditional art techniques and pioneering computer graphics. 

·   Glendenning Associates (Westport CT) Served as creative director/account person on significant projects, supervising thirty-person freelance creative team.

·   Directed workload of nine-person staff.
·   Subsidiary company - Planograms Plus, Inc. - performed electronic space management for Bristol-Myers, Nabisco and Southland/7-11.

Thomson-Leeds, Inc., New York NY.,1962 - 1964, Art Director

Schiffenhaus/Displayco, Newark NJ., 1958 - 1962, Art Director

ADDITIONAL EXPERIENCE: Pratt Institute, New York NY. ,1987 - 1989, Associate Professor - Computer Graphics,  Also taught at Fairfield University, Fairfield CT. 

EDUCATION:  Pratt Institute, New York NY, B.F.A., Major: Illustration.

REFERENCES: Available upon request.

Travel: Will relocate and have car.

· Barry Waldman  barry@bridgemillartcenter.com  · 100 Preston Glen Circle, Apt 105  · Canton, Georgia 30114
v 770-345-2416     f 770 345-2473     cell 770 842-6034
 

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Point of Sale Integrated with Electronic Space Management (ESM)
 Using the Science of ESM to Sell Fixtures

I have three interrelated skill sets:

 

1.       I am a Point of Sale designer and have led my own POP studio with 6 full timers & up to 32 freelancers. Designed from temporary cardboard displays to whole stores in 14 countries.

2.       I do all my own photo realistic 3d rendering. My online portfolio & resume are at: www.Bridgemillartcenter.com/3dPOP

3.       I am an expert in Electronic Space Management (ESM) and integrating ESM and POP design to   optimize retail sales.

#1: Retail space allocated to a product or category is underutilized


Retail space can have 40-70% more goods in the retail space allocated to a product or category. In category after category, I have improved capacity of goods in the allocated retail space from 40 to 70% . . . more goods (or facings in the case of slow turning categories like cosmetics). A sample to the right of the coffee category I did in Europe is in my presentation when we meet:

 

 

#2: Identify Opportunities in ESM Analysis & then Study Retail Environment

(Or visa-versa) ESM Informs Fixture Design and Fixture Design Informs ESM *


Step 2a: The Margin/Sales quadrants above are a simplified tool to identify winners, losers and sleepers. Good bet: Over face “D” products, position them better and profits for the category usually go up.


Step 2b: Study retail space in store . . .
looking for underutilized space and better presentation possibilities.

 

Step 2c: Identify which products can best use the new capacity good fixture design skill opens up. Next place products ESM analysis identifies that adds profits by using additional capacity (or facings) optimally.

Step 2d: Build 3d visuals accompanied by projected improvements in sales, profits and consumer satisfaction.

Step 2e: Build and place test approved fixtures and planograms developed. Prove they work…then install in more doors.

*Note: Planogrammers don’t design fixtures. Fixture designers don’t do planogramming.

 #3: A Case History: Snacks for Douwe Egbert in Holland, France and Belgium

In 3a below: Current salted boxed snacks too high to buy (blue/top). Not enough Chips to meet demand (pink). Not enough space for high profit nuts (red). Over spaced cocktail snacks (green)

 

3a: What was there:                                     3b: We Proposed



 

 

3c: New Fixturing Shown at Right Allows:

• Capacity for high volume Chips using “Sky Chutes’
• More space/capacity for more high margin nuts

• Pusher fed nuts were “full looking, well presented
• Newly created extra space used for new premium nuts
• Capacity improvements met consumer demand
  therefore less lost sales due to out of stocks
• This kept consumers from going to competitors
Results: Capacity of category increased, consumer needs met in balanced way, more higher margin goods=more profits, all via ESM/Fixture partnership.

 


 

3d: Category as it Existed                                  3e: Ours Installed

Freelancing in Atlanta, Georgia Area…Clients all over USA 

♦ Barry Waldman ♦ 100 Preston Glen Circle, Apt 105 ♦ Canton, Georgia 30114
(770) 345-2416 ♦ barry@BridgemillArtCenter.com
Online Portfolio at: www.Bridgemillartcenter.com/3dPOP

KEYWORDS: Electronic Space Management; Creative Director; Store Optimization; Point-of-Sale; Computer Graphics; Sales Promotion; Merchandising; 3d Illustration; Planogramming; Store Design