Manager Sales

Pamela A. Richardson

**** ****** ****, ******, ** 92782

404-***-**** * ****************@*****.***

PROFESSIONAL OBJECTIVE

To obtain a position as a Brand Manager utilizing extensive skills and experience in all aspects of developing, managing, re-

aligning and improving brand marketing strategies, to support the goals of a progressive employer.

SUMMARY OF ACCOMPLISHMENTS

• Over 9 years of successful Brand Management experience managing over $5M budgets with many

cross-functional teams of employees and vendors.

• I ncreased sales +25% in Wal-M a rt w ith marketing and promotional efforts for Glory Foods

vegetables.

• Built marketing campaign for Playtex Gentle Glide tampons that generated +$1.3M in

i ncremental sales volume .

• Designed highly targeted direct mail campaign for Marlboro that a chieved 75% response r ate.

• Developed promotional bus tour which generated +8% incremental sales l i ft of Q-tips products

i n Wal-M a rt.

CORE COMPETENCIES

Brand development/equity Celebrity endorsements Collateral development

Strategic planning/analysis Interpret consumer trends Vendor management

Budget and P/L responsibility Deliver measurable results Training and development

Define PR/Advertising strategies Lead creative development Focus Group development

African-American consumer insights Agency management Forecasting and Market Analysis

Grassroots marketing initiatives

PROFESSIONAL HISTORY

Glory Foods, Columbus, OH 2008 to 2011

Director of Marketing

• Responsible for all marketing-related initiatives including, but not limited to, branding, creative development,

advertising, PR, event promotions, web content management and social media initiatives for leading manufacturer of

southern-style canned vegetables.

• Managed team of 5 direct reports across multiple functions: Brand Management, Special Events, Consumer Services

and Business Analytics.

• Established marketing efforts to build awareness and support Wal-Mart launch of cooking base product;

implemented online promotions, PR initiatives and in-store marketing elements, among other duties. Weekly

shipments rose average +25%, during first three months of launch. Gained +65% new distribution.

Brand Manager

• Identified consumer insights from commissioned research; enabled development of new positioning platform, new

target consumer profile and optimal communication strategy for lower-sodium product line (Sensibly Seasoned

brand). Achieved +25% sales lift with new strategic platform.

Marketing Consultant 2007 to 2008

Atlanta, GA

• Clients included: CIBA Vision (Night & Day, O2Optix), Sankofa Spirit and Coach K’s.

• Created and implemented integrated business, brand marketing and advertising strategies to meet brand objectives.

Associate Brand Manager, Playtex Gentle Glide 2006 to 2007

Playtex Products, Westport, CT

• Strengthened “360 degree leakage protection” message to convert competitive tampon consumers. Developed and

tested positioning concepts for brand’s 2007 advertising campaign, supporting product improvements. Led creative

development of new packaging graphics, TV & print advertising communication. Re-launch generated +$1.3M in

incremental sales volume.

• Analyzed store-level and retail audit data to assess impact of out of stock issues on share and shelf presence.

Assistant Brand Manager, Marlboro 2005 to 2006

Philip Morris USA, Richmond, VA

• Developed direct mail communication collateral to build brand loyalty with adult smokers through highly targeted

promotions. Attained 75% response rate from direct mail initiatives and added +35K new names to adult smoker

database.

• Managed $4M marketing budget, overseeing strategic development and execution of Marlboro Hot Laps, Marlboro

Racing School and Marlboro Team Penske promotions.

• Designed strategic plan for Marlboro to maintain relationships with adult smokers after promotion participation.

Unilever Home & Personal Care, Greenwich, CT 2003 to 2005

Associate Brand Development Manager, Snuggle Fabric Softener

• Enhanced consumer’s sensorial experience by improving quality of fragrance. Worked with Sales, Supply Chain,

Marketing, Finance and R&D on issues such as consumer testing, fragrance development and production

capabilities. Fragrance improvements resulted in cost savings of $1.2M per year.

• Transformed brand’s personality with improved packaging graphics. Managed creative development process, re-

design budget and production schedules.

Associate Brand Manager, Q-tips

• Educated consumers on alternate product usage in mature category. Oversaw agency relationships, $5M marketing

budget, and monthly analysis of Nielson data on share performance and consumer service issues.

• Implemented sponsorship bus tour with Rimmel Cosmetics to build brand’s credibility as a cosmetics product.

Rimmel London Bus Tour generated +8% incremental sales lift in Wal-Mart.

• Launched Beauty Advisor Program at Walgreen's to attain new distribution of Q-tips Vanity Pack. Worked with PR

and promotion agencies on issues such as contest development, sales kits and in-store marketing materials. Vanity

Pack achieved 95% distribution within first six months of launch.

Brand Management Intern, OFF! Area Repellents 2002

SC Johnson, Racine, WI

• Performed strategic analysis for area repellent category. Analyzed Nielson data, market research studies and

competitive data to identify new volume opportunities. Recommended opportunities to OFF! senior management.

• Evaluated coil category and recommended domestic launch of international product.

• Developed new graphics and equity-building name for candle/pad-technology product line.

EDUCATIONAL BACKGROUND

Master’s in Business Administration - Marketing

Clark Atlanta University, Atlanta, GA

• Clark Atlanta University MBA Scholarship Recipient

• Beta Gamma Sigma – Graduate Honor Society

International Business Exchange Program, Toulouse, France

Georgia State University, Atlanta, GA

Bachelor of Arts - Sociology and Anthropology

University of Virginia, Charlottesville, VA

COMMUNITY

• American Marketing Association – Member, 2010

• United Way – Project Diversity Graduate, 2010

• Hands on Atlanta 1999-2001, 2007-2008

• Junior Achievement 2001, 2004 -2005, 2011

Contact this candidate