Strong communication/interpersonal skills, Proven ability to perform

Mayra Orellana

**** **** ****** *******, ** M*L *N4 289-***-****

****************@*****.*** www.linkedin.com/in/MayraOrellana

Business Strategist: Marketing & Operations Leadership

Sales and Marketing Leader with career wins in developing effective

marketing and product launch strategies that increase visibility, brand

recognition, and bottom-line profitability. Recognized contributor who

delivers expertise and leadership beyond job description across business

development, operations improvement, and safety initiatives. Hands on

proactive leader with experience in developing, executing and evaluating

programs. Known as a growth catalyst, with a consistent record of

surpassing employer expectations.

> Business Acumen: Recent Executive MBA graduate with focus on

marketing, financial accounting, forecasting, and supply chain

development.

> Analytical Problem-Solving: Results-driven self-starter with the

ability to assess issues from a whole-picture perspective and develop

step-wise solutions that facilitate organizational growth and change.

> Global Perspective: As part of MBA program, participated in China

residency to develop a global perspective on best practices and

cultivate an understanding of how culture affects business.

Brand Strategy Online Marketing Social Media Marketing Best Practices

Communications Negotiation

Financial Forecasting B2B CRM Business Development Productivity

Operations Efficiency Executive Leadership

Professional History

United Way Toronto - Tropicana community services - Toronto, ON 2013 -

Present

Snapshot: Program Facilitator brought on-board to guide the development of

SLAM Youth Hub program. The United Way Toronto Initiative is designed to

support and strengthen youth in the community and support underserviced

communities in Steeles L'amereaux

Entrepreneur Program Facilitator / Assistant Director

Collaborate with program director to develop SLAM Youth Hub Initiative

program that supports young entrepreneurs. Developed and executed

entrepreneurship training program, managed marketing department to expand

the program visibility for participants and the community. Authored

curriculum and implemented direct programming to develop participants'

entrepreneurial skills. Coach and Mentor to program participants, develop

workshops, manage and control program budget effectively, develop marketing

and business plans, that create a road map for success.

KPM Industries Ltd. - Burlington, ON 2006 - 2012

Snapshot: Trusted advisor to owners with carte blanche to develop effective

marketing strategies that expand KPM's market share and increase visibility

to distributors, resellers, and individual customers.

Sales and Marketing Coordinator

Joined company after acquisition of CC Chemical Company to jump-start the

marketing department, improve online visibility, and launch new product

line. Managed project budgets for promotions, maintained database of

product and distributor pricing, and prepared data for market analysis and

margin reports. Conducted extensive analysis of logistical / operations

methodologies, customer behavior, and the competitive landscape to identify

opportunities for improvement and develop a deep understanding of industry

trends. Created budgets work plans and marketing plans on annual basis and

effectively managing the overall Marketing & Communications budget

expenditures. Worked with Product Manager to execute consumer product

packaging and marketing initiatives, Liaise with the advertising agency

regarding the product and advertising campaigns. As quality and safety

coordinator, updated MSDS program company-wide in 2011, Lead member for

sustaining ISO-9001:2008 certification, Created marketing materials,

brochures, and pamphlets to promote workplace safety.

Product Launch: Deployed launch strategy for newly acquired chemical products

and rapidly rebranded chemical product line under KPM umbrella.

Actions Results

Organized site meetings with technical Successfully launched 30 new,

departments, engineers, accountants, re-branded products for the company.

and marketing to develop launch Expanded market share with first "whole

strategy. solution" offerings for customers.

Created branded marketing materials, Achieved $150K in new sales in first

packaging and web content to introduce year post-launch.

products.

Expanded rebate program to introduce

products.

Professional History (continued)

Marketing Strategy: Gained buy-in to shift marketing paradigm from "how it was

always done" to a more efficient and modern marketing strategy that blended

traditional marketing with a strong online presence.

Actions Results

Introduced social media and expanded Achieved 50% increase in sales within 2

marketing strategy to include branded years of revitalizing rebate program.

online presence, trade publication Decreased advertising vendor costs by

advertising, direct-mail flyers, 10%, while maintaining schedules by

tradeshows, and mass email campaigns. renegotiating contracts.

Collaborated with sales department to Generated >$1M in revenue in a single

develop distributor demonstrations and negotiation/ connection at a

training seminars. tradeshow in 2011.

Overhauled and expanded newsletter Improved internal and external

reaching 2,500+ readers and championing communications and increased company

KPM's achievements. visibility.

Attended trade shows to stay abreast of Substantially increased customer

latest market trends and services. relations and brand recognition

Revitalized rebate program, which throughout the market.

encouraged customers to increase Credited with expanding KPM into

breadth of purchases. Mexican marketplace, generating $350K+

Introduced marketing Initiaves in business Leveraged fluency in Spanish

Spanish for product packaging, user to forge business partnership with

manuals and Material Safety Data. Dywidag Mine in Mexico.

Increased visibility for Spanish

speaking market

Client Relations Management: Improved flow and transparency of customer

complaint tracking.

Actions Results

Implemented Customer Service Issue Decreased customer issues by 50%

reporting process to track customer within 4 months.

feedback. Effectively negotiated new contracts

Targeted long-standing complaints and to regain 70% of "lost customers"

"lost customers" for personal (35/50 targeted companies).

follow-up.

Operations Improvement: Improved lead time and reduced production costs by

consolidating production efforts.

Actions Results

Conducted extensive customer Reduced total production and inventory

forecasting to define a production costs 20%.

schedule. Introduced formal production processes

Prepared product forecasts, and and improved overall production

monitored inventory levels held at capacity.

plants and warehouses including liaison

with production to ensure supply

timelines.

Dramatically improved customer service

Developed inventory management system and client relations.

to track client product needs and

delivery schedules.

Oversaw warehouse expansion and install

of robotic palletizer to accommodate

increased inventory.

Worked on cross-functional team with Sales, Operations, Production, Inventory

Control, Accounting and Credit.

Royal LePage - St. Catharines, ON 2001 - 2004

Administrator / Undergrad Internship

Directed promotional programs using various advertising mediums including

direct mail, flyers, special events, mass emails, internet, and in-store

displays. Promoted, advertised and organized special events/ fundraiser.

Education

Executive MBA, UB School of Management, Buffalo, NY, 2013

BA, Business Communications Degree, Brock University, St. Catharines, ON,

2005

Social Media Strategist, Social Media Marketing University, 2013

Technical Expertise: Dreamweaver Photoshop Microsoft Office Suite

Macola Prezi EBA CanWrite MSDS Pro EDI Google Analytics SEO

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