Manager Sales

Donna Crocker - Market Research Professional

Market research professional with 6 years of experience in custom consumer quantitative market research for multimillion-dollar companies across diverse industries.

Recognized for outstanding ability to successfully drive the research lifecycle, from conceptualizing study design, questionnaire writing to creating reports.

Action-oriented with strong ability to communicate effectively with sophisticated business audiences and deliver ‘above and beyond’ deliverables.

Skills

Attitudes and Usage

Brand and Ad Tracking

Ad and Package Testing

Brand Positioning

Product Development

Statistical Analyses

Sales and Business Development Effective communicator

Quick learner

Creative problem solver

Extremely organized

Forward thinker

Team leader

Professional Experience

HALL & PARTNERS USA, Los Angeles CA 2/2006 – 1/2012

Leading brands and communications research consultancy

Advanced through a series of promotions, culminating in management of $1M budget and oversight of 4-member research team.

Account Manager, 10/2009 – 1/2012

Senior Account Executive, 8/2006 – 10/2009

Account Executive, 2/2006 – 8/2006

Account Manager

Lead the design, coordination and execution of strategic research projects across various methodologies, audience groups, countries and industries including entertainment (Warner Home Video). Interpret, synthesize, and develop insights and actionable recommendations from large amounts of quantitative data. Collaborate with research suppliers and consumer insight client teams to plan and field projects and present above- and-beyond deliverables to high-level audiences. Supervise, coach and develop a team of researchers. Provide a strategic perspective on proposals that demonstrate fresh ideas toward research.

Specifically for:

• Warner Home Video – Copytesting and Package testing among gen pop, parents, tweens etc to measure advertising effectiveness in driving purchase interest. Conducted within a 1 week timeframe from fieldwork to report delivery.

• Sony Electronics – conducted Conjoint analysis on new product development research including optimal pricing per prototype, pricing per service offering and optimal product for maximum profitability.

• PlayStation – Brand tracking to measure brand equity and awareness and effectiveness of title advertising.

Major achievements

• Assumed a lead role in pitch team meetings due to presentation and strategic skills, and helped close major accounts (e.g. $500K brand positioning initial contract with Blue Shield of California).

• Conducted research and profiling to identify and capitalize on unmet market needs ahead of the curve for award winning CPG client – WD-40.

• Spearheaded the sale of our proprietary qualitative tool to several top level clients, YourChatter.

• Served as primary client relationship manager for 3 years with top utility client, PG&E.

Senior Account Executive

Manage day-to-day activities of various types of research studies; including brand and ad tracking, copy testing, A+U and brand positioning studies across numerous industries such as e-commerce, CPG, entertainment, technology and education. Develop thoughtful questionnaires that address clients’ business issues. Maintain relationships with outside research vendors to oversee all aspects of field and data processing. Contribute heavily to story-driven, actionable report recommendations and participate in presentation of findings to sophisticated audiences. Play an active role in client correspondence.

Major achievements

• Contributed to the success of a high-profile quick turnaround project for the company – 1 week timeline from design to delivery of report for Warner Brothers Home Video.

• Earned commendations from client executives from eBay for deliverables that targeted desired audiences and demonstrated the value of the research.

SHI DESIGN PTE LTD (CONTRACT) 7/2005- 11/2005

Boutique graphic and web design advertising agency

Recruited from existing client to help drive sales and manage operations of the agency. Top clients included Coca-Cola, Banyan Tree, Singapore Tourism Board, MediaCorp TV and Radio.

Account Manager

Develop strategic communications plan with alignment between issues, strategies, and tactics. Lead the creative team in the development of breakthrough creative to ensure high quality agency output, reflective of consistently superior creative product. Maintain key client contact. Deliver recommendations for programs, ideas, and incremental income, and seek opportunities to continually strengthen quality of client relations. Maintain financial control of all client work (estimates, jobs, fees, billing) within the guidelines of the clients’ budget. Analyze and demonstrate accuracy of all key data pertaining to clients’ brands.

Major achievements

• Acquired company’s first project with leading broadcast company MediaCorp Radio Singapore, first outdoor advertising project with The Swatch Group and first welcome kit project with Regent Motors Land Rover.

BUSADS PTE LTD 05/1997 – 03/2005

Pioneer and leading outdoor advertising production firm

Advanced through a series of promotions, culminating in management of $2M personal budget and $4M 3- person team budget. Worked with production department, sales department, senior management and clients.

Business Development Manager, 3/2002 – 03/2005

Sales Manager, 3/2000 – 2/2002

Sales Consultant, 5/1997 – 2/2002

Business Development Manager

Proactively develop a corporate client base through face-to-face meetings, business development initiatives and high level networking. Analyze clients’ budgets and recommend most effective media mix. Develop and maintain close marketing and sales relationships with Diamond clients. Develop marketing activities together with corporate affairs manager. Coordinate and spearhead new and existing product development processes and applications. Conduct on–the-job training for newly hired sales consultants. Present company’s production methods to senior management level of principal clients.

Major achievements

• Acquired company’s first lamppost banner, movie premiere, shopping mall media and museum launch contracts.

• Initiated and headed design of company’s corporate brochure, website and innovation gallery.

• Acquired company’s first media-owned project with a large Singapore residential Town Council.

• Clinched tender for Singapore’s National Day Parade 2003 screen banner in the amount of $50,000.

Sales Manager

Manage and lead a 3-person sales team. Generate sales revenue through initiating face-to-face meetings with direct and end clients independently. Prepare, organize and conduct sales presentations to all levels of management and personnel. Generate comprehensive and competitive proposals and quotations. Analyze clients’ budget and recommend media mix. Generate report of sales activities and most updated market information.

Major Achievements

• Acquired company’s first outdoor 3D creative campaign with Clear Channel and JC Decaux.

• Clinched deal with one of Singapore’s leading telecommunication companies in the amount of $67,000.

• Consistently achieved group and personal annual sales targets of $4 million and $2 million respectively.

Technology

Software: Survey Reporter, MS Office (Word, Access, Excel, PowerPoint)

Education

NATIONAL UNIVERSITY OF SINGAPORE – Singapore

Bachelor of Business Administration, 7/1996

• Coursework included: Principles of Marketing / Marketing Management, Management and Organization, Career Development, Business Communication, Corporate Strategy, Power, Compensation and Quality, Staffing for Organizations, Managerial Economics.

References available upon request

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