ROBERT S.

PURSELL
Silver Spring, MD
www.linkedin.com/in/robertpursell
rspursell@gmail.com
240-643-5694
SUMMARY
I am an entrepreneurial and collaborative business leader with vast experience and success in progressively
responsible positions in both the for-profit and nonprofit sectors. I possess extensive expertise in marketing
and sales, including executing multi-channel campaigns, managing P&L, strategic planning and financial
management. I have successfully launched hundreds of new products, garnered solid incremental gains in
market share and penetrated new markets.
Strengths include:
Strategy
Product Development
Market Research
Competitive Analysis

Digital Marketing
P&L Analysis
Non Dues Revenue Generation
New Product Launches
PROFESSIONAL EXPERIENCE

MCGRAW-HILL EDUCATION, New York, N.Y.

2012 - 2014
Director of Marketing, Medical Publishing
P&L responsibility for $50M+ product line. Directed marketing programs for product line of medical
publishing group's print and digital products. Oversaw marketing team of seven and management of academic
sales team to maintain and garner adoptions of medical textbooks. Developed effective packaging, working
closely with marketing managers, creative team, and editorial acquisitions group. Served as a key member of
the product development team for medical books and digital products. Created and managed marketing
budgets in order to maximize revenue and profitability.
Oversaw creation of 2013 and 2014 marketing plan for launch of 100+ new books per year, extensive
backlist, and 14 digital platform products. Exceeded revenue and profit goals in 2013 by 10%. On track to
exceed revenue and profit goals in 2014.
Worked with Group Publisher and VP of Sales to restructure academic marketing and sales channel.
Created integrated marketing plan and lead multi-department effort for launch of major new digital platform
product, which launched in early 2014.
Oversaw marketing and communications plan to migrate eight digital products onto new platform in 2014.
Worked with Special Sales Manager to establish a greater presence at industry conference exhibits, leading
to 36% increase in sales over previous year.
AMERICAN PSYCHIATRIC ASSOCIATION, Arlington, VA
1999 - 2012
Associate Publisher for Advertising, Sales and Marketing
Directed advertising, sales, and marketing programs for $22 million product line of books, journals and digital
products. Prepared annual budget, oversaw sales and marketing activities, and provided analysis of efforts and
sales results. Supervised internet marketing including email, SEO and social media, wholesale, retail,
international and institutional sales, direct marketing, exhibit, advertising, and special sales revenue streams.
Conducted market research and profit/loss projections for new product proposals. Managed nine staff.
Directed original launch and re-launch of www.PsychiatryOnline.org, a $2.4 million content website
platform.

Robert S. Pursell
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rspursell@gmail.com
240-643-5694

Led two redesigns of e-commerce website, www.appi.org. Most recent redesign led to 15% increase in sales
resulting in $1 million+ in non-dues revenue.
Successfully launched over 500 new books in over thirteen years. Provided major input on design,
manufacturing and content decisions.
Hired new distribution, marketing and sales teams in Europe resulting in a $200K/72% increase in sales
within first year.
Exceeded budgeted net profit goals in the ten of twelve fiscal years.
Developed and led successful launch of $700K continuing education-based journal.
Promoted from Director of Sales and Marketing in 2008.
ASPEN PUBLISHERS, INC., Gaithersburg, MD
1995 - 1999
Marketing Manager
Directed marketing for $8.4 million product line. Prepared annual marketing budget. Implemented annual
promotion plan. Conducted market research and profit/loss projections for new proposals. Approved website
content and presentation. Managed $500K list rental business. Oversaw exhibits at industry trade shows.
Supervised three staff.
Exceeded net sales and net profit goals in 1997 and 1998.
Grew net sales by seven percent and net profit goals by 12% in 1998.
Launched over 35 new products in four years accounting for $1.5 million in sales.
ADDITIONAL RELATED EXPERIENCE
BOARDSOURCE, Director of Marketing & Membership
Washington, DC
Directed promotional activities for $2.5 million nonprofit organization. Developed annual marketing plan and
budget. Designed and carried out membership campaigns to attract and retain members. Analyzed marketing
and membership trends and developments for management reports, board meetings, and annual reports.
Conducted market research programs. Managed five staff.
PHILLIPS BUSINESS INFORMATION, INC., Marketing Manager
Potomac, MD
Determined budgets and managed all promotional activities for $1.5 million product line. Devised creative
approaches and wrote copy for promotional campaigns. Executed launches of new products. Initiated and
managed relationships with industry trade associations. Supervised one marketing associate.
EDUCATION
Bachelor of Art's Degree in Government and Law. Lafayette College, Easton, PA.