NEIL WIELOCH, PH.D.

2430 Beacon Drive Salt Lake City, UT 84108 801/703-4302 neilw@archer-group.net

OBJECTIVES

To continue to work with companies in the development and implementation of business, marketing, and
communications strategies that are aligned with their various business performance objectives. To design integrated
analytic models based on customer and prospect intelligence and financial data for:
The establishment of budgets, timelines, and quantifiable objectives;
The measurement of results and efficiencies over time; and
The discovery of opportunities for innovation and breakthrough communications strategies.

PROFESSIONAL PROFILE

• Four years consulting experience working directly with C-Suite management in the development and
implementation of interactive communications, branding, and investment strategies for business growth.
• Six years Advertising and Marketing Management experience with high-tech, business-to-business, and
consumer advertising clients including: Oracle, Symantec, Logitech, AT&T, NewsCorp, Sony Imagesoft, Atari
Corporation, and Electronic Arts.
• Seven years experience conducting in-depth quantitative and qualitative analysis on various target groups for
business strategy insight and professional research presentation and publication.

PROFESSIONAL EXPERIENCE

March 2009 – Present The Archer Group, Salt Lake City, UT

PRESIDENT/SENIOR STRATEGIST
Served as consultant and Acting Senior VP of Marketing for $1.5 bn public healthcare company. Worked with SLC
advertising agencies (Struck/Axiom and Love Communications) on new business presentations/RFPs and with their
clients on analytic optimization models and strategies.
KEY ACHIEVEMENTS
• Designed and implemented marketing financial models to: determine budgets; identify primary directions for
business growth; track and report changes; and estimate returns.
• Directed branding audits for development of brand portfolio strategy. Research included implementation and
analysis of data collected from: 30 one-on-one interviews with key influencers inside the organization; 923
completed in-depth online surveys; 17 customer and prospect interviews, and; competitive analysis.
• Worked directly with C-Level Executive Management for the development of comprehensive branding
strategies and interactive communications strategies for business optimization.

2005 – March 2009 Commerce CRG, Salt Lake City, UT

COMMERCIAL REAL ESTATE INVESTMENT ANALYST/CONSULTANT
Developed strategies and implemented negotiations for the acquisition, ownership, and disposition of investments that
coincided with clients’ profitability goals. Applied sophisticated analysis techniques to various investment scenarios
(including Investment Analysis/Risk Quantification, Cash Flow Analysis, IRR, NPV, Capital Accumulation, and the
Annual Growth Rate of Capital).
KEY ACHIEVEMENTS
• Buyer representation in the purchase of a variety of investment scenarios including 1031 exchanges, lease vs.
own and build vs. buy analyses, and site feasibility evaluation for development representing over $32 million.
• Tenant/landlord representation and lease negotiation for over 200,000 sf of office, industrial, and retail space
representing over $22.5 million in transactions.
• Clients include such public and Fortune 500 companies as: Cummins, Inc., USANA Health Sciences, Zions
Bank, CVS, RehabCare Group, Inc., and Delcam, Plc.

2001 – 2005 Utah State University, Logan, UT

PROFESSOR OF SOCIOLOGY
Instructor and Undergraduate and Graduate Student Advisor. Principle Investigator for research projects in the areas of
political mobilization, community development, and crime & law enforcement.
KEY ACHIEVEMENTS
• Three professional articles published in peer-reviewed journals.
• Twelve research papers presented at professional academic conferences.
• Highest teaching evaluations for College of Humanities Arts and Social Sciences, 2002, 2003, 2004, 2005.
Neil Wieloch, PhD Page Two

1996 – 2001 State University of New York at Buffalo, Buffalo, NY

GRADUATE RESEARCHER & ADMISSIONS MARKETING
Full-time graduate student and research assistant in Sociology with an emphasis in the fields of: Qualitative and
Ethnographic Research, Cultural and Subcultural Studies, Social Movements, and Post-Structural Theory. Worked as
Marketing Researcher in Admissions Department.
KEY ACHIEVEMENTS
• Collected and analyzed admissions data on prospective students for development of strategic marketing
campaigns.
• As President of Sociology Graduate Student Association conceptualized, organized, secured funding and
implemented first ever social science interdisciplinary conference at SUNY at Buffalo, 2000.

1995-1996 BPM Accounting, San Francisco, CA

MARKETING MANAGER
In-house Marketing Manager for San Francisco’s largest independent Accounting Firm. Responsible for all marketing
programs including: production of promotional and advertising material, presentations to new and prospective clients,
community-building activities, and the organization of events.

1994-1995 ACCOUNT EXECUTIVE, Woolward & Partners Advertising, San Francisco, CA

1993-1994 ACCOUNT EXECUTIVE, Viveros & Associates Marketing, Redwood City, CA
1991-1993 ASST. ACCOUNT EXECUTIVE, Pinne/Herbers Advertising, San Francisco, CA

Responsible for: creation of product and brand positioning statements and strategies for a broad range of products and
companies; management of production timelines, budgets, and vendor relations across multiple media; review and
analysis of competitor products and communication strategies; and new business development and presentations.

APPLIED ANALYTICAL SKILLS AND TECHNIQUES

Performance Indicators: Quantitative Analysis: Qualitative Analysis:

Profitability Ratios (ROI, Profit Margin, Cash Flow) Multiple Regression Grounded Theory
Customer/Employee Satisfaction Log-Linear Ethnography
Brand Equity/Market Capitalization ANOVA Participant Observation

PROFESSIONAL TRAINING AND EDUCATION

Ph.D. 2001 SUNY at Buffalo Sociology Area of Specialization: Advanced Qualitative Research & Methods

M.A. 1997 SUNY at Buffalo Sociology Area of Specialization: Cultural Studies & Semiotics

Seminar 1993 AAAA Institute of Advanced Advertising Studies

B.A. 1991 Denison University Sociology/Anthropology

PUBLICATIONS AND AWARDS

Publication: “Collective Mobilization and Identity from the Underground: The Deployment of ‘Oppositional Capital’
in the Harm Reduction Movement,” The Sociological Quarterly, Vol. 42 (1).

Publication: “Car Crashes and Dead End Careers: Leisure Pursuits if the Finnish Subculture of Korttelaralli,” YOUNG:
Journal of Nordic Youth Research, Vol. 10 (1).

Publication: “Symbols of Trouble: Methamphetamine and Mexicans in Utah in the 1990s,” Deviant Behavior, Vol. 25

Award: AAAA Advertising Excellence, San Francisco, CA, 1993.