Marketing Sales

Laura B Callahan

***** ***** ***** *****

Chesterfield, MO 63017

Phone: 636-***-****

E-Mail: *****@******************.***

Executive Profile

Innovative Marketing Director who successfully creates, develops and

manages multi-channel, action-driven, result-orientated marketing

strategies, aimed at converting a product's or company's value into simple

messaging that motivates consumers to take action.

Skill Highlights

Strategic Online and Offline Marketing Matrix Management

Market and Consumer Research

Social Marketing Concepts

Revenue and Market Expansion

Target Market Strategy Development

Branding, Awareness Campaigns

Strategic Alliance Planning, Strategy

Public Relations

P&L Management

Customer Retention Marketing

Multi-Channel Marketing

Live and Product Promotions

Media Buying and Negotiations

Budget Management

Vendor Sourcing

Media Relationship

Collateral Development

Website Development

Content Writing

Core Accomplishments

. Led a multi-functional marketing project that created new, incremental

revenue streams. This achievement followed many years of unsuccessful

attempts by other executives.

. Conceived successful trade show promotion that attracted more than 40%

of conference attendees to company's first exhibit.

. Developed through extensive market research, a new product definition

that increased sales by 20% in its first year following introduction.

. Reduced budgeted marketing expenditures by implementing a creative

negotiating strategy and spending caps.

. Started multi-channel marketing programs that reached targeted

consumers nationwide.

. Acquired and introduced a CRM plan that immediately increased sales

20% at retail locations.

. Wrote innovative, successful and comprehensive marketing plans that

included complete situation and competitive analysis, tactical action

plans, sales forecasts, and budgets.

. Conducted qualitative and quantitative market research studies to

determine market share and positioning, new products/marketing

strategies, new markets, and buying criteria.

. Achieved a gain in market share within a single year and exceeded

targeted profitability while launching a product into an unfamiliar

market.

. Introduced a large 501 C3 charity into the Global market and managed

all marketing, advertising, and business development operations.

. Orchestrated a PR strategy that resulted in millions of people

learning about the company's products in print, broadcast and online

vehicles, including the NY Times, CNN, USA Today, CBS and MSNBC.

Professional Experience

January 2002 to Current

2212 MARKETING GROUP St. Louis, Missouri

Director Of Marketing/Managing Partner

Worked closely with senior executives at diverse business clients to

develop viable marketing and business development strategies/plans.

Designed and implemented annual marketing strategies based on close

familiarity with the market, policy, markup and cost factors.

Managed advertising, direct mail campaigns, collateral production, exhibits

at association meetings, and all other marketing functions.

Introduced and Implemented Social Marketing and Online Marketing Concepts

and Initiatives.

Responsible for conducting market research, competitive intelligence,

pricing, new product launch and marketing communications projects for

clients.

Led client marketing strategy, re-branding and repositioning team,

including supervising creation of corporate ID package, advertising,

collateral, direct mail and other creative materials as well as media plan

and budget.

Cooperated with regional offices to develop and use client-contact and

prospective systems.

Delivered smart strategies and insightful presentations to business

departments and executive committees, when appropriate.

Developed and effectively put to use marketing databases that includes

access to financial documents and reports, client and prospect information,

applications of mailing list, etc.

Monitored and supervised regional managers, client-service administrators,

marketing assistants and communications managers.

Made frequent hiring and staffing decisions.

Built and sustained a dedicated, competent marketing team.

Designed, built, and provided content for 2 corporate marketing websites.

Produced, promoted, and conducted marketing and sales seminars.

March 2002 to November 2002

KV PHARMACEUTICAL St. Louis, Missouri

Marketing Manager

Successfully created and implemented new marketing and sales initiatives

and programs of generic pharmaceuticals.

Surpassed Marketing and Sales goals by 10%.

Re-designed Website to introduce e-commerce capabilities and product

promotions.

Created and implemented the first incentive based buying program, approved

within the new mandated pharmaceutical marketing guidelines, aimed at over

25,000 independent and retail pharmacists nationwide.

Increased brand awareness by 3% in one quarter.

Launched 5 new products to market.

October 2000 to January 2002

WOLFF SHOE COMPANY St. Louis, Missouri

Director of Marketing, Promotions and Community Awareness

Developed, deployed and managed the marketing, advertising and sales

initiatives for twenty-two retail shoe locations across the country as well

as its wholesale division.

Strategic planning and execution of a one million dollar + budget.

Idea generation for new campaigns, including strategy and creative brief

development.

Opening initiatives for two new locations each season.

Design and launch of bi-seasonal advertising creative and in-store point of

sale visuals.

Product placement on NBC prime-time television series, major motion

pictures and print mediums.

Online and Offline Media buying for over 100 various media sources

(National, Regional and Local).

Managed outside creative, media buying and public relations firms.

Motivated and managed 44 retail managers.

Development of customer awards programs and incentives.

Direct mail marketing campaigns.

Trade Show Management.

Event marketing and execution.

Decreased spending by 2.8% while increasing sales 17%

April 1999 to September 2000

USAI - CitySearch St. Louis, Missouri

Marketing Director

Created and launched a new web-based, magazine product to the St. Louis

market and coordinated new business operations. Was promoted to a regional

level to duplicate my efforts and open 7 new markets.

Launched 7 new markets.

Had a market penetration level of 67% within 4 months.

Generated 12 new revenue streams.

Initiated marketing events, which lead to an 85% revenue growth.

Provided corporate sponsors and strategic alliance partners for 3

companies.

Designed over 15 websites.

Created new revenue streams, which generated 10% growth.

April 1997 to April 1999

Adam's Mark Hotel St. Louis, Missouri

Director of Marketing, Advertising and Promotions

Implemented innovative marketing and advertising campaigns that generated

revenue increase for national hotel chain.

Delivered the most profitable marketing event in Adam's Mark history, which

generated a 1Million+ profit.

Created 4 new "Room Packages" which accounted for a 62% revenue growth in

room sales.

Formed alliances with major St. Louis sports teams and businesses.

Promoted to a regional level to assist 6 other properties in developing

their hotels.

Saved the property over $600,000 by providing in-house services, which were

once contracted to outside vendors.

Re -established AJ's Nightclub as a premier, local live music venue and

nightclub.

Reduced Food and Beverage costs during special marketing events by 70%

Education

University of Maryland Munich, Germany

Bachelors Degree/Marketing

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