LISA COVERDALE

***** *. ***** ****** ***********, IN 46060

317-***-**** acf49b@r.postjobfree.com

www.linkedin.com/in/coverdalelisa/

Summary

Versatile marketing professional with 15+ years of experience in management, communications, advertising,

marketing and public relations for diverse industries.

Areas of Expertise

Strategic Marketing Competitive Analysis

Communications/PR Direct Response/E-Mail

Project Management Branding/Corporate Messaging

Website/SEO Lead Generation

Digital Marketing Customer Service

Relevant Accomplishments

JBS United, Inc.

Marketing Manager 2010 – 2014

Managed all aspects of B2B and B2C integrated marketing and advertising for animal health and nutrition

products, life sciences, and technology products in both domestic and international markets.

Responsible for brand development, research, budgeting, focus groups, identity, product launch and

increasing market share.

Created successful website designs and use of keywords to attract unique users at www.jbsunited.com and

www.prairiesystems.net.

Encouraged customer engagement and loyalty through email, newsletters, promotions, surveys and social

media.

Cultivated effective partnerships with R&D, sales and customer service teams.

Marketing Assistant 2007 – 2010

Mastered event planning for webinars, conferences, 14 annual trade-shows and periodic sales meetings.

Largest event included approximately 500 guests.

Served both internal and external customers by producing three newsletters quarterly.

Reflectix, Inc.

Marketing Director/Project Manager 1998 – 2007

Directed all aspects of company marketing and brand management. Planned realistic budgets and measured

performance against goals. Created corporate collateral materials, advertisements, website, press releases,

product packaging and direct mail for five market segments within the United States, Canada and Mexico.

Responsible for sales and all new product launches in OEM, residential and commercial building materials,

packaging and HVACR market segments.

Redesigned company website to be more informative and user-friendly. Hits to website increased while

unique visitors by grew 64% at www.reflectixinc.com.

Successfully conducted research, surveys, and focus groups in preparation for new products. Launched new

product that received Most Valuable Building Product award in the insulation category from Building

Products magazine.

Effectively displayed product lines in major home improvement outlets such as, The Home Depot, Lowe’s,

Menards and 84 Lumber. Merchandising included product packaging, collateral materials, and fixtures.

Increased employee morale and involvement by use of targeted survey, result-oriented actions and

implementation of company-wide newsletter.

Managed up to eight personnel directly and maintained solid vendor relationships.

Marketing Assistant 1997 – 1998

Reduced company annual expenditures on corporate promotional materials and training binders by 48%.

Streamlined selection of literature and sales materials to move toward a more practical electronic version.

Planned all facets of special events for up to 100 people including sales meetings, company picnics and

holiday parties.

Designed trade show booth to replace outdated and weighty predecessor reducing annual shipping and

handling expenses and increasing booth traffic.

Produced numerous Power Point presentations including: product knowledge training, trade show

promotions, employee orientation and an annual “year in review” presentation for internal use.

Computer Business Services, Inc.

Product/Project Manager Business Development Specialist 1995-1997

Established marketing plans and assisted in the development of promotional materials for entrepreneurs

operating their own home-based businesses.

Developed learning objectives, curriculum and trained personnel on marketing fundamentals.

Led team of 15 employees responsible for new product development and updated four previously created

business development products.

Home Buyers’ Assistance Co.

Marketing Manager 1994-1995

Successfully sold financial services daily to potential home buyers.

Maintained positive communication link between company, vendors and customers.

Increased monthly overall response rate and quality of respondent by 6%.

Purchased media and wrote radio and television spots to entice quality prospects.

National Retail Hardware Association

Marketing Manager 1991-1994

Coordinated all association mailings and promotions including 30,000 four-color catalogs designed from

concept to finished product.

Produced three monthly and five quarterly newsletters with average distribution of 7,000.

Interviewed, hired and trained customer service personnel and graphic design intern.

Responsible for marketing annual trade convention and assisted with event planning.

Developed and maintained database program with approximately 55,000 contacts.

Education

Indiana Wesleyan University – (GPA 4.0)

Master’s Degree – M.S. in Strategic Management

Indiana University Purdue University at Indianapolis

Bachelor’s Degree - B.F.A. in Visual Communications/Marketing

Awards

Horizon Award - April 2013

National Agri-Marketing Association

Business Capstone Study Award - April 2011

Indiana Wesleyan University School of Leadership and Business

Computer Skills

Proficient with the Internet, Microsoft Word, Outlook, Excel, Power Point, Publisher, Goldmine, Go-To

Webinar/Meeting, HubSpot, HootSuite, Google Analytics, WordPress and SharePoint software programs.

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