Robert A.

Castaldo
8436 Windy Hill Cir, NW
Home: (330) 880-5477
Massillon, OH 44646 rc692654@westpost.net
Cell: (516) 697-8857
EXECUTIVE OBJECTIVE
I am a natural leader who possesses the skill, experience, and judgment for taki
ng a business to its next level of success or resolving its deficiencies which i
mpede its ability to grow and prosper. I have been characterized as a corporate
strategy expert and credited with top-line and bottom-line contributions. I am a
"doer" who is highly skilled in visualizing and executing a plan and doing what
ever it takes to deliver. I am driven by challenge and undaunted by obstacles.
SUMMARY OF ACCOMPLISHMENTS
Marketing
* Lead a $120 Million dollar a year business unit via Print, Newspaper and Magaz
ines, Direct Mail, Web and TV campaigns. Responsible for all marketing efforts a
nd business planning including: Product Development, Creative, Advertising and M
edia with full P&L responsibility & exceeded targeted profitability by 15%.
* Increased cash flow from -$12MM to a positive +$5MM through focused product de
velopment, breakthrough creative, targeted media buys and improved operational p
erformance. Increased response, improved attrition and significantly increased c
ustomer lifetime value and contribution to margin.
* Spearheaded the development & deployment of new product lines generating over
$40 Million dollars annually in new product sales.
Supply Chain Management
* Negotiated iron-clad vendor contracts drastically reducing international impor
t logistics expenses by 33% and domestic logistics expenses by 24% annually all
while improving service levels.
* With a deep understanding of NAFTA, import, foreign and domestic Custom's comp
liance regulations, consistently reduced landed loaded costs by 34% adding milli
ons of dollars to the bottom line.
* Spearheaded an import/export risk assessment by analyzing ITRAC data from US C
ustoms and implemented risk management techniques eliminating customs exams and
penalties by 100%.
Purchasing & Procurement
* Introduced Master Purchasing Agreements and Vendor Management Strategies & Co
ntracts focused on governance, demand management principles, cost efficiency, de
livery and supply chain performance. Leading to lower costs, minimized back orde
r duration, improved quality and improved cash-flow in excess of 20%.
* Implemented Advanced Planning, MRP and ERP systems and strategies. These effor
ts reduced inventory expenditures by 16% and added $4 million dollars annually t
o the bottom line.
* By being highly engaged with the business units reduced turnaround time from t
est to roll out by 40%.
Distribution, Fulfillment & Inventory Control
* Transformed a 650 thousand square foot building from a Warehouse to a Distribu
tion Center. Implemented best practice inventory, pick and pack and fulfillment
techniques lowering per order costs by 24% annually.
* Lead and managed the startup of two new Distribution Centers for one of the la
rgest Direct Mail Marketers in the country. Supported a 24,000-unit Sku base exc
eeding 1 million sq. ft. with a throughput of 90,000 B2C shipments per day. This
effort reduced operating costs by $10 Million dollars annually.
* Directed the design & implementation of numerous systems: Purchase Order/AP, I
nventory Control, WMS and ERP, Continuity Order Processing, Marketing Promotiona
l and Product Forecasting systems.
* Developed, implemented and influenced best practices in the discipline of purc
hasing, sourcing, planning, forecasting, supply chain management, inventory mana
gement, and production planning.
Operations
* Lead an Executive Leadership Council focused on process improvement projects t
hroughout the company. Implemented 35 cost containment projects generating over
$11 million in savings.
* Redefined Credit and Collections and Billing efforts gaining an additional $8M
M in bottom line revenue.
* Drastically lowered operating overhead from $50 Million dollars annually to $3
1 Million dollars annually through the implementation of best practices, workfor
ce planning, and automation.
ROBERT CASTALDO PROFESSIONAL EXPERIENCE Page 2
2008 - Current Vice President of Operations & Vice President of The World Reser
ve Monetary Exchange ARTHUR MIDDLETON CAPITAL HOLDINGS - 3939 Everhard Rd, Canto
n, OH - Supported multiple business units; AMCH's family of companies solicits t
he consumer via print, direct mail, TV, package inserts, E-commerce, and retail
promotions. Arthur Middleton Capital Holdings markets a variety of consumer prod
ucts such as Heat Surge's Amish Fireplace, Patent Health's Apatrim and Trigosimi
ne products and specialized coin and currency from The World Reserve Monetary Ex
change.
- Division head responsible for developing and executing the WRME business plan,
strategic initiatives and overall profit. Continually tracked business trends,
incorporated "best practices" and spotted emerging markets products and opportu
nities. Full P&L accountability.
- Developed product roadmaps & strategies, performing customer research, deliver
ing market requirements, managing product launches, creating sales tools, determ
ining optimal pricing, creating product positioning, working with press, market
analysis and P&L creation.
- Lead regulatory agency settlements and improvement processes establishing the
division as an A- rated Marketer with the BBB.
- Developed, marketed and delivered innovative products that fulfilled or create
d market demand.
- Optimized product development processes and systems to speed products to marke
t ensuring compliance, quality and regulatory standards.
- Monitored "actual" performance against the business plan. Recommended and impl
emented business change plans to achieve profitability and identify opportunitie
s. Implemented a promotional review processes to determine true P&L statements,
lifetime value and contribution to margin enhancing the effectiveness of our pro
motional efforts across all media.
- Lead a 650,000 square foot Distribution and Operations Center for parent comp
any supporting $250 Million dollars in annual sales. Directly responsible for ov
er 300 Directors, Managers and Associates.
- Implemented best-in-class supply chain, fulfillment, planning, purchasing, inv
entory, and logistics strategies and practices to effectively reap maximum value
across the company. Directly accountable for financial, service, and quality me
trics in the supply chain. Optimized cost structures while increasing service le
vels, enhancing operating margins enabling top and bottom line growth.
- Significantly improved supply chain performance by implementing a complete log
istics turnaround strategy utilizing 3PL partners. Directly responsible for the
importing of over 3,500 containers annually and a $40 Million dollar annual inbo
und and outbound logistics budget. Reduced risk by implementing SOP's, customs c
ompliance initiatives and freight audits.
- Directed corporate oversight for purchases, across multiple categories and cre
ated strategic vision for the company as well as driving purchasing synergies to
achieve cost savings across company product lines.
- Directly responsible for purchasing $140 million annually in various consumer
merchandise - Coins, Appliances, Health & Beauty, Jewelry, Books, Audio, Video
and As seen on TV items. Develop and maintain systematic, analytical and results
-based method for monitoring supplier's performance and communicate these result
s to the suppliers and end users. Provide timely and actionable information for
corrective actions to be taken where necessary to both the supplier and end user
s.
- Conducted pre-sales and post-sales support to identify and implement best-in-c
lass supply chain technologies, infrastructure and discipline suitable to the sc
ope and size of each of the five business units.
2002 - 2008 Vice President of Operations, NATIONAL CONSUMER MARKETING, 470 Par
k Ave South, NY, NY - NCM sells One-shot offers and Continuity Programs for a va
riety of consumer products. Promotes and solicits the consumer via print, direc
t mail, package inserts, etc.
- Directed the efficient management of several departments: Fulfillment, Distrib
ution, Planning, Purchasing, Inventory, Logistics, Credit Card Processing, Inbou
nd Sale, Customer Service, Order Processing & I.T.
- Assessed and redesigned operational workflows by implementing systems, such as
: Credit and Collections, Purchase Order/AP, Financial Inventory Control, Wareh
ouse Management, Marketing
ROBERT CASTALDO PROFESSIONAL EXPERIENCE Page 3
- Promotional and Product Forecasting systems which lead to an integrated Supply
Chain lowering inventory exposure, reducing back order duration and significant
ly improving cash flow and profitability.
- Responsible for strategic planning and execution of promotion, product and med
ia enhancing profitability and efficiency throughout the company. Owner of the
Corporate Business Plan - Analyzed customer attrition, acquisition, promo cost,
lifetime value and contribution to margin.
- Lead all product development efforts and responsible for promotion management,
product tests and rollouts and media buys.
- In response to the 2007 U.S.P.S. rate case, implemented new strategic ship met
hods with USPS and FedEx Smart Post, saving $1.5 million annually in postage.
- Designed and implemented a new promotional system to track response, performan
ce, attrition and profit and loss. This tracking system helped to identify each
product's contribution to margin at both a source code and list level.
- Featured presenter as an Order Processing /Fulfillment expert to a 1,500 membe
r DRF.
2000 - 2002 Director of Marketing Operations, HOLSTED MARKETING, 135 Madison Av
e., New York, NY
Company is a Direct Mailer offering numerous Continuity programs. Founded in 19
71, Holsted has developed and managed syndicated Continuity Direct Mail program
s and catalogs for major clients including Sears, Fingerhut, Newport News, Blair
Corporation, Brylane, Swiss Colony, Texaco, Sunoco, Amoco, Citgo, Metris, etc
- Member of the USPS Customer service Council & Parcel Shippers Association
- Directed the following areas: inventory control, marketing operations, custome
r service, client management, order processing, fulfillment, customer service, c
redit/collections and an I.T. department.
- Directed all the operations of this large Direct Mail marketing company.
- Implemented flats processing, bulk parcel returns averaging, manifesting and o
ther zip sort savings programs for parcel shipments.
- Implemented third party drop shipper solutions for parcels over 1lb and utiliz
ed numerous zone-skipping techniques, saving $1.2 million in U.S.P.S. costs.
- Implemented operational strategies to support new lines of business: Bill Me
Later, Web and Internet, membership clubs, bangtail and statement insert program
s.
1995 * 2000 Director of Merchandise Fulfillment, PUBLISHERS CLEARING HOUSE, 38
2 Channel Drive, Port Washington, NY. One of the largest Direct Marketing compan
ies in the world. Founded in 1953, PCH is a multi-channel direct marketing compa
ny offering various household merchandise items to consumers with the chance to
 enter to win one of many ongoing sweepstakes.
- Held the top Executive position within the Fulfillment Operations group.
- Provided comprehensive support for a $900 million a year sales engine - sellin
g general merchandise.
- Managed and directed an on-site 35 person staff responsible for all operationa
l systems and policies-continuity processing, order fulfillment, purchasing, for
ecasting, billing, transaction processing, distribution, warehousing, inventory
control and logistics management.
- Directed operations of six (6) warehouse and fulfillment centers in the U.S. a
nd Canada.
- Responsible for the order fulfillment of 60 million customer orders annually.
- Purchased $125 million annually in various items of consumer merchandise.
- Directly responsible for a $110 million annual fulfillment budget.

EDUCATION
Bachelor's Degree in Computer Science (1987) HOFSTRA UNIVERSITY, Long Island,
New York