Industry Experience Summary

Robert Cascio, Ph. D.
College of Business Administration | University of Central Florida
4000 Central Florida Parkway | Orlando, Florida 32816-1400 | USA

mobile phone 407-538-1000 | |

Florida Land Group LLC | Business Owner | Orlando, Florida | 10/2003 – present

  • Florida Land Group LLC is real estate brokerage company specializing in commercial, industrial, and residential income properties for investment.
  • Responsibilities as broker of record included sales and marketing of commercial, industrial and residential properties as well as property management, lease negotiations, and construction management.
    • Increased annual revenues from operations 45%
    • Implemented web-based process for lease application, lease authorization, property maintenance, and rent collection, improving occupancy by 12% and increasing the effectiveness of collections 16%
    • Increased value of real estate portfolio $3.25 million with strategic selection and renovations


Highlights of a 13-year Career with AT&T:

  • 5 major promotions
  • 6 functional areas of business experience: finance, human resources, marketing, operations, real estate, and sales
  • Consistently superior performance evaluations and compensation increases
  • Highly exclusive selection in the officer-development program

AT&T Advertising & Publishing Corp. | Associate Process Owner | Orlando, Florida | 2/2002 – 9/2003  

  • AT&T Advertising & Publishing Corp. delivered print and electronic yellow pages directories to over 500 cities in the southeastern United States generating in excess of $2.6 billion in annual revenues.
  • Returned to Central Florida following international assignment in Lima Peru. Acted as a Premise Sales Manager and additionally served as Finance Manager for the Collections Task Force.
    • Achieved 113% of 2002 sales objective and 100% of 2003 objective
    • Obtained the second highest collections rate in the Company
    • Received 2002 President’s Club Recognition – Company’s highest award

AT&T International | Director of Marketing Operations | Atlanta, Georgia & Lima, Peru | 5/2000 – 1/2002

  • AT&T International generated $26 billion in revenue in 17 countries in Latin America, Europe and Asia, delivering telecommunications, data, wireless, long distance, and directory advertising to over 40 million customers.
  • Responsible for revenue and earnings growth for the first yellow pages operation in Latin America acquired in 1998. Activities included revenue generation, marketing strategy, cash flow and income forecasting, production, and compliance. Span of control was 200 employees with 4 direct reports. Fiscal year 2000 – 2001 results:
    • Overall Financial Performance:
      • Increased annual operating revenue 15% from $6.2 million to $7.1 million
      • Improved gross margin from $200,000 to $1.9 million from 2000 to 2001
      • Reorganized operations reducing expense 33% from $935,000 to $629,000
    • Sales Metrics:
      • Increased daily revenue per sales rep 41% from $367 to $516
      • Improved sales contacts that resulted in an order from 24% to 77%
      • Increased customer base 10% to 9,900 with geographic market assignment
      • Reduced direct sales expense 12% or $350,000 with department re-engineering
    • Strategic Accomplishments:
      • Used market research to streamline product costs 16% saving $500,000
      • Concentrated marketing funds to increase usage 60% in target home segment

AT&T Advertising & Publishing Corp. | Regional Sales Manager | Melbourne, Florida | 2/1999 – 5/2000

  • Directed two sales and production offices for The Real Yellow Pages from AT&T: Melbourne and Pensacola, Florida. Motivated team of 9 direct reports (7 sales managers and 2 operations managers) to grow sales revenues of $85 million and expenses of $9 million. Span of control was 113 employees including sales, production, and clerical employees. Major responsibilities included directory and Internet advertising revenue generation, resource allocation, collections, production efficiency, and Union partnership.
    • Performance Results:
      • Sold $525,000 (25%) more net revenue than prior calendar year: $2.1 million to $2.6 million
      • Decreased salesperson expense 13% during the same time period
      • Increased average net revenue per salesperson day 45% from $224 to $323
      • Generated $1.3 million in 1999 Treasure Coast Florida net revenue, a 4.9% increase on $26 million base – 58% more than North Florida division average
      • Received 2000 President’s Club Recognition – Company’s highest award
    • Key Operational Accomplishments:
      • Improved phone sales productivity 54% with intensified coaching
      • Increased premise daily net results 15% with detailed individual revenue plans

AT&T Advertising & Publishing Corp. | Area Marketing Manager | Atlanta, Georgia | 11/1996 – 1/1999

  • Managed budget of $5.8 million, establishing marketing campaigns for The Real Yellow Pages from AT&T for 8 markets representing over $250 million in company revenue. Major responsibilities involved competitive tactic deployment, advertising and promotion, community events, direct mail campaigns, distribution management, market research studies, media purchase, product development and support, public relations, sales collateral materials, and training.
    • Performance Results:
      • Implemented marketing strategy that resulted in achieving 115% of the $7.8 million regional net increase objective
      • Increased consumer usage from 75% to 85%, the best improvement in 5 years
      • Increased directory possession from 79% to 86% with targeted distribution and re-delivery programs
    • Special Recognition:
      • Winner of President’s Club Award – company’s highest award
      • Selected for participation in AT&T Leadership Education / Action Development Program for officer development

AT&T Advertising & Publishing Corp. | Premise Sales Manager | Orlando, Florida | 3/1994 – 10/1996

  • Motivated, evaluated, and developed 10 outside yellow pages sales representatives and 3 clerical employees. Duties included increasing existing customer revenue, growing advertiser base, customer quality surveys and complaint resolution, revenue projections, sales meeting presentations, and training and development.
    • 1994 – 1996 Orlando Sales Campaigns – Aggregate Performance:
      • Increased billed revenue by 23% on service bases of $17 million
      • Generated $4 million in net revenue, 25% more than other supervisors
      • Sold $2.8 million in new revenue, 34% more than peer average

AT&T Advertising & Publishing Corp. | Directory Advertising Sales Representative | Greensboro, North Carolina | 10/1990 – 2/1994

  • Commissioned position for the business-to-business sale of yellow pages advertising to local businesses. Primary duties included increasing monthly billing over prior year, protecting company revenue from cancellation, and preparation of in-depth programs for client review and purchase.
    • Delivered 33% more contracts than average representative in Central Florida district
    • Top salesperson in net revenue generated for 4 major sales campaigns:
      Orlando FL, Brevard County FL, Greensboro NC, and Winston-Salem NC
    • Generated $360,000 in annual net revenue on $1 million Orlando customer base