1. Michael E. Reed
869 Boone Dr. E – Brentwood, CA – reedenterprise@gmail.com - 925.457.5823
Management Professional with 30 years of retail management, sales, marketing, executive
leadership and photography experience.
SUMMARY OF QUALIFICATIONS
­ Exceptional problem solver, driven to succeed with strong interpersonal and negotiation
skills.
­ Extraordinarily creative and successful marketing and advertising skills, an out of the box
thinker.
­ A complete understanding of retail store design and customer experience metrics.
­ Excellent communications and presentation skills
­ A natural entrepreneur, inquisitive and adaptable; able to turn vision into reality.
­ Inspirational leader that motivates employees to maintain peak performance and
productivity.
­ Mastery of digital and traditional photography methods and photographic equipment.
­ Educator; taught and led numerous photo classes and seminars.
EXPERIENCE
OPERATIONS MANAGER: Looking Glass Photo Arts, Berkeley, CA Dec. 2007 to Present
PHOTOGRAPHY/GRAPHIC DESIGN: Reed Photo Works Jan. 2007 to Present
INDEPENDENT SALES REP.: Reed Sales Jan. 2007 to Dec. 2007
C.O.O.: Photo Center, Walnut Creek, CA Mar. 1984 to Jan. 2007
ACHIEVEMENTS
­ Led promotion strategy team on product categories that we were first to market.
o Grew profits by 50% and grew category penetration by 150%.
o Enabled best practices for future category promotions.
­ Worked with vendors and identified go-to-market strategies and promotional vehicles.
o Established vendor communication guidelines and efficiencies.
o Streamlined marketing strategy to grow promotional impact by 75%
o More efficient systems saved over 30% in pay roll hours.
­ Launched new business models in competitive and challenging market.
o Models established key category growth by establishing trend and limiting
markdowns.
o Grew business by 20+% in first quarter and 28+% by end of year
o Enabled best practices for business models and led growth presentations for
business partners
­ Created numerous successful ads and ad campaigns with newspaper, radio, TV and other
advertising media.
o Established marketing relationships and strategies with N. California region to
grow business.
o Tracked ROI from marketing to determine future business strategies.
o Negotiated contracts with business partners to continue marketing success.
- Researched and implemented new POS system in a multi million dollar retail
establishment.
o Implemented training program for staff
o Successfully transferred data from old to new POS

2. Michael E. Reed
869 Boone Dr. E – Brentwood, CA – reedenterprise@gmail.com - 925.457.5823
PRODUCT POSITIONING
­ Defined and proactively promoted a relatively no-name brand and made it our most
successful and profitable.
o Increased buying power, allowing us to compete profitably with big box stores.
o Private label set us apart from competition.
o Double-digit growth and in the top 20 of over 180 retailers nation wide.
­ Created a tremendously popular photo education program.
o Held weekly in-store classes with an average of 50+ students a month.
o Classes created a 25+% increase in camera accessory sales.
o Led week long photo seminars in the U.S. and abroad with an incredible customer
following
PRODUCT MERCHANDISING AND DISPLAYS
­ Created successful store layouts and displays.
o Increased product visibility on key merchandise resulting in increased product
turn and customer ease of locating key product.
o Created safe children play areas, allowing customers to shop uninterrupted and
rushed.
o Created photo café, which increased consumer printing of digital camera images
by over 50%.
o Fully redesigned retail stores from conception to reality
VOLUNTEER SERVICE
Board Member; Scottsdale Swim Club 2009 to 2011
Territory Vice President/Board member; N. Calif. Photo Marketing Assoc. 1995 to 2005
Board Member; Walnut Creek Down Town Business Assoc. 2004 to 2006
Reserve Police Officer for the City of Clayton, CA 1990 to 1993
EDUCATION AND TRAINING
-Specialized Sales & Ownership Training / Professional Development On Going
-Apple Sales Professional Jan. 2008
-Hasselblad Professional Training, Sweden Sep. 1998
-P.O.S.T. Certified Level 1 Police Reserve Aug. 1989
-Certified Photographic Consultant, Jacksonville, MI Mar. 1989
-Leica Camera Master Program, Solms, Germany Oct. 1995
TECHNICAL PROGRAMS
Microsoft operating systems, Word, Excel & PowerPoint – Adobe Photoshop and LightRoom
MAC OS 10.1 and up and all related MAC programs, POS Systems from LightSpeed and Microsoft
REFERENCES
William Hodges 510.918.4429
Lew Held 415.601.3675
Larry Beckerman 415.509.1985