Bartell Businesses Inc.

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BBI is marketing-driven at its core. That means, everything we do is intended to have an impact:  

Summary of Qualifications

Stephen J Bartell is a seasoned strategic marketing executive with experience across a wide variety of product and industry categories brings enthusiasm and energy to new product/new initiative/re-purpose development & launch, including creation of aggressive, tactical media & marketing plans.         

Knowledge is transferred to staff who become empowered to execute flawlessly.



Strategy & Product Development

§  For Clairol, recommended that a serious commitment be made to the skin care market with emphasis on UV screen, which was leading edge at the time. [Never done.]

§  Also with Clairol, conducted extensive new product development work on new “special effects” hair coloring products with an unusual degree of involvement for an agency A/E. [Executed later.]

§  For Clairol's skin care market investigation, devised and conducted brainstorming sessions, resulting in new initiatives, including innovative formulations, usage regimens & packaging.

§  Introduced Final Net Hair Fixative with a commodity positioning, a totally new & unusual positioning for Clairol. Results: became the market leader in less than 5 years.

§  Recommended line extensions to Final Net the day after it was launched, to increase SKUs stocked and shelf facings. [Approved and implemented much later, with great success.]

§  With a limited budget, redirected the target audience for True-to-Light Mirrors toward the gift-giver (men), running ads in Playboy for the first time in Clairol’s history.

§  For Cheseborough-Ponds, recommended that the Q-tips cotton swabs brand be line-extended as a complete line of baby care products, replacing their unsuccessful Vaseline Intensive Care Baby Products line. [Not accepted but acknowledged as “out of the box” thinking. Been done since.]

§  Also for Cheseborough, recommended they create a “store brand” to compete with J&J and others, using excess capacity of the fasbind machines.

§  Developed and executed affinity Visa credit cards for USAmateur Sports and the New York Giants NFL Team, firsts in sports marketing.

§  Conducted development for innovative credit card for Chevrolet Division of General Motors, which later became the GM MasterCard.

§  At MasterCard, conceived and executed a breakthrough strategic initiative (co-branded credit cards) with multi-pronged, integrated sales and marketing effort. The result was a dramatic increase in cards and volume, stopping and reversing a 17-year share loss trend versus Visa.


Leadership & Management

§  Managed introduction of the Prince Tennis Racket with an integrated program beyond consumer advertising including trade & consumer press, Public Relations press briefings with product demonstrations & interviews with Howard Head (the inventor). Product was initially ridiculed, called a gimmick, not legal, etc. However, The Prince racket was dramatically monumental, starting a trend for larger-headed rackets. Leadership demonstrated was being a consistent product advocate across all venues with a high-quality image. [Fortunately, later keepers of the brand maintained its quality image.]

§  Upon my return to DDB and the Clairol account, resumed my very active new product development role, managing 12 different new products under development (in three different product categories) and four established brands with only a three FTEs.

§  Relocated to San Diego, California to manage direct mail company with 38 employees. Tripled the printing operation, among other improvements. Assisted in sale. Hired by acquiring company to aid in transition. 

§  At MasterCard, the real strategic innovation here was recognizing that the banks (the traditionally acknowledged clients of MasterCard) were only the distribution channel to the real end-user (i.e., potential cardholders) who are the customers of the co-branders’ products or services. I targeted co-branders instead. Championing the co-branding initiative, in the face of constant pressure to back off, required holding an undiminished conviction to the vision at every point during the initiative.

§  Colleagues and staff remark at my energy, and my ability to inspire others (be they direct staff, matrixed structures across other areas/disciplines and/or clients/customers).


Corporate Identity/Brand Management

§  Developed and executed a comprehensive corporate identity program for Ogden-Allied, impacting all its diverse divisions.

§  Initiated management and implementation of all aspects of new corporate identity for MasterCard, worldwide, significantly upgrading the brand's image.



§  For MATCHBOX toys, recommended and executed focus group research with kids and their parents (a first in the industry) with prototypes of new toys, surfacing play-value issues, initial reactions to pricing, parents’ purchase intent and attitudes toward the new products, significantly reducing failure rates and allocation of scarce resources.

§  Negotiated exclusive MasterCard corporate sponsorship agreements with Major League Baseball (MLB) and National Hockey League (NHL), preempting Visa.

§  Royal Bank of Canada: Conducted a management review for Royal Bank's US on-line Internet bank, Security First Network Bank. After reviewing its loyalty program and doing a full-spectrum competitive analysis, the recommendations presented transcended the limited scope and perspective of the original assignment, resulting in SFNB taking a new look at their strategic direction.   



§  For Jockey Fashion underwear, instrumental in introducing the product using live, male models instead of mannequins. Also recommended & executed introduction of Jockey Sportswear with advertising that showed the product in use and not perfectly pressed, presented realistically, as it would look on anyone playing tennis or golf, creating a distinctive, functional image for Jockey.

§  For Breacol Cough Medicine, developed unique "morning after" results positioning.


Corporate Special Events

§  Created and Produced Corporate Special Events, A/V multi-media presentations, displays, showrooms for Viacom International, IBM, Telstar Corp., Milliken Fabrics, Schaper Toys


Knowledge Transfer

§  For MasterCard, conceived, created, authored & presented 2-day course for banks and co-branders, entitled: Market Segmentation for Card Growth.”  750 attendees in 2 years, worldwide.

§  Provided strategic planning, targeting of prospects, training of management and staff and on-going education and insights for the creation and marketing of affinity card programs in Canada for Royal Bank of Canada (a new product/service area). Year One results were substantial, firmly establishing Royal Bank as a significant factor in this rapidly expanding, highly competitive sub-market within Canada. In fact, Affinity Card Marketing was featured as one of only five “key accomplishments” of the Bank in the 1998 Annual Report.

§  Sought-after spokesperson, confident and compelling presenter, trainer and seminar leader. 


Employment History

Bartell Businesses, Inc. New York  President                                                                         8/2008 to present

SJB CONSULTANCY, New York     Founder and President                                                           5/96 to 2008


BOZELL WORLDWIDE, INC., New York SVP Sales Promotion                                                     4/95 to 5/96


MASTERCARD INTERNATIONAL, INC., New York Vice President - Group Business Manager       1/88 to 4/95


COMMUNICATIONS DIVERSIFIED, New York Vice President, Marketing & Sales Promotion        8/85 to 1/88


SJB CONSULTANCY, New York Founder and President                                                                8/80 to 8/85


JASPER & SMITH MAILING SERVICE, INC., San Diego, CA Owner & VP         

CUBIC DATA SYSTEMS, INC., San Diego, CA Vice President, Marketing/Administration               8/78 to 8/80


ADVERTISING AGENCY EXPERIENCE, New York                                                                      6/69 to 8/78

DOYLE DANE BERNBACH ADVERTISING, INC.                      VP-Account Supervisor


WILLIAM ESTY CO., INC.,                                                   Account Executive

Lois Holland Callaway                                                                  Account Executive

DOYLE DANE BERNBACH, INC.                                    Account Executive



§  Lehigh University, BS-Business Administration/Marketing, 1969

§  American Bankers Association Bankcard School, 1989



•Rotary Club of Larchmont – Secretary 2011-2012; President 2012-2014
•Larchmont•Mamaroneck Hunger Task Force – Steering Committee & Active Volunteer
•Westchester Chordsmen Chorus – VP- PR & Marketing: generated press coverage, published 4 magazines, won award as producer of hour-long a cappella festival TV program, produced 4.
•Town Of Mamaroneck Traffic Committee --Director 



§  Received President’s Award from MasterCard two consecutive years.

§  Selected as one of “The 100 Superstars of U.S. Marketing” by Advertising Age - July 1994     

§  Received a Mercury Award: “Outstanding Achievement in Professional Communications” for sales and informational materials developed to promote MasterCard Affinity & Co-Branded Card Marketing Programs.


Other accomplishments -- Speeches Given / Presentations Made/ Conferences Chaired

Sought-after spokesperson, confident and compelling presenter, trainer and motivating seminar leader.


      Building Credit Card Portfolios                                             Washington, DC

      CSI Credit Card Convention                                                 Dallas, TX

      National Retail Merchants Associations                                 Orlando, FL

      Japanese Card Issuers                                                        Tokyo, Japan

      Eurocard International General Managers                             Brussels, Belgium

      Middle East/Africa Card Issuers Regional Meeting                  Nice, France

      Latin/South American Card Issuers Regional Meeting             Miami, FL

      Asia Pacific Card Issuers Regional Meeting                            Bali & Bangkok

      United Kingdom Card Issuers Forum                                     London, England

      Faulkner & Gray Co-Branding Conference                              Phoenix, AZ

      Executive Enterprises Co-Branding (Co-Chair)                       New York City

      AIC Co-Branding Conference                                                New York City

      Executive Enterprises Co-Branding (Co-Chair)                       San Francisco, CA

      Strategic Research Institute                                                 New York City

      Executive Enterprises Co-Branding (Chair)                            New York City


MasterCard University Seminar

Conceived, created, authored and presented 2-day instructional course 

for banks and co-branders, entitled: “Market Segmentation for Card Growth”

More than 750 attendees in 2 years.


            New York                                Atlanta, GA                              

            Chicago                                   Dallas, TX                               

            Denver                                    Washington, DC  

            Sydney, Australia                     Seoul, Korea

                 Bangkok, Thailand



In addition to being the company spokesperson, sought out by the press as an 

industry and subject-matter expert for points-of-view on overall industry

activities and trends.


      American Banker                     Reuters Information Service                      

      Advertising Age                       Stores Magazine

      Adweek’s Marketing Week        USA Today

      Associated Press                      UPI     

      Bankers Monthly                      Wall Street Journal

      Bank Letter                             New York Times               

      Brandweek                              Widely Syndicated Articles

      Cards International

         Credit Card Management  

        Credit Card News
         DM News
         Fund-Raising Institute Bulletin
      Japan Card News Magazine 

Our Goals
  • To provide the best client service possible.
  • Provide exceptional and dynamic business and marketing insights.
  • To make each client feel totally special.

Bartell Businesses, Inc. / 3 Washington Square Suite 6E / Larchmont, New York, USA 10538 / 914-833-8683  Toll Free:888-772-8683

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