Manager Sales

ERNEST KERSTEIN

Mountain View, CA *****

650-***-**** / ********@*********.***

SENIOR MARKETING COMMUNICATIONS EXECUTIVE

Executive and Internal Communications … Strategic Messaging ... Web Marketing

HIGHLY CREATIVE MARKETING MANAGER possessing a unique combination of

communications, business strategy and technical expertise with a successful track record developing,

positioning, launching and presenting sophisticated products in both start-up and well-established

organizations that generated revenues and company growth. Demonstrated problem-solving,

collaboration and team-building skills. Strengths include:

• • •

Executive Branding Departmental Management Product Management

• • •

External Communications Competitive Intelligence Project Management

• • •

Strategic Analysis Demand Generation Press / Analyst Relations

• • •

Internal Communications Web / Social Media Content Creation

PROFESSIONAL EXPERIENCE______________________________________________________________

CISCO SYSTEMS – Milpitas, CA (2/8/10 – 11/19/10)

SR. EXECUTIVE COMMUNICATIONS MANAGER

Consultant for a wide range of internal communications activities for the Vice President of Global Field

Operations to increase thought leadership, support key corporate marketing goals and help implement

strategic directives.

• Planned and executed all internal communications including annual and quarterly messages, all-hands /

direct staff meetings, change management initiatives and executive speaking engagements.

• Advisor to senior leads for communications ranging from emails, newsletters and web site content, to

strategic presentations, videos and virtual events, with extreme attention to details and deadlines.

• Experienced and confident interacting with executives and senior employees from across the company to create

strategic messages and effective business models.

HEWLETT-PACKARD – Cupertino, CA (3/3/08 - 8/28/09)

SR. EXECUTIVE COMMUNICATIONS MANAGER

Managed communications for the Executive Vice President of HP’s 3+ billion dollar IT software business.

Responsible for executive communications plan development, strategic branding and world-wide message

platform, as well as speechwriting, presentation design and c ollaboration with sales, internal communications

and media / analyst relations.

• Generated highly creative and compelling messages for C-level audiences, analysts and company events

utilizing Powerpoint, webcasts, videos, magazine articles, virtual tradeshows, blogs and podcasts.

• Created unique point-of-view and strategic positioning around Cloud Computing to elevate executive’s

personal brand.

• Selected, pitched and scripted multiple executive industry keynotes with high Return on Communications.

• Improved speaking opportunity selection process, feedback metrics and agency participation.

• Frequently contributed to overall messaging and strategic content for entire software organization.

CYBERMADE – Mountain View, CA (1/1/03 - 2/27/08)

WEB MARKETING CONSULTANT

Founded this consulting company which offered Web Marketing services to San Francisco Bay Area clients.

• Defined SEO / SEM standards and guidelines including landing pages, URL structure, linking, page titles,

meta tags, keywords, headings, anchor text and site maps.

• Developed frameworks to systematically track and improve SEO performance utilizing multi-variant

testing, website analytics and Key Performance Indicators (KPI).

• Identified and nurtured target audiences via forums, online communities, social networks, wikis, RSS feeds

and micro-blogging sites.

ERNEST KERSTEIN 650-***-**** ********@*********.***

NETWORK ASSOCIATES – Santa Clara, CA (9/1/00 - 12/23/02)

DIRECTOR OF MARKETING

Reported to the President of Network Associate’s “Magic Solutions” business unit. Managed branding,

enhancement and market adoption of an industry-leading CRM / IT Help Desk solution.

• Presented business unit SaaS IPO / migration strategy plan to CEO within 6 weeks of hire date.

• Won top Applications Software Product award at the Fall 2000 Networld+Interop trade show.

• Completed milestone product release on schedule.

• Convinced Corporate Marketing to adopt a more effective Web marketing strategy that was subsequently

implemented company-wide.

• Used extensive competitive analysis to fine-tune product mix and pricing.

• Directed launch of the business unit’s first Customer Reference Program.

• Streamlined Marketing department while improving productivity.

REASONING – Mountain View, CA (12/15/99 - 8/30/00)

SR. DIRECTOR OF MARKETING

Departmental responsibility for Corporate Marketing of Reasoning’s next generation Web-based automated

Software Quality Assurance service.

• Achieved adoption of a new product vision that redefined target markets and corporate messaging.

• Established new branding campaign, competitive positioning, product pricing and sales strategies.

• Contracted leading firms to handle web site redesign, hardcopy advertising, and media relations.

INTRINSA – Mountain View, CA (1997 - 1999)

DIRECTOR OF MARKETING COMMUNICATIONS

Prior to an acquisition by Microsoft, assumed responsibility for all Marketing Communications in this Software

Testing Tool company, including advertising, web management, trade shows, press relations, marketing

collateral and corporate messaging.

• Initiated a successful web-based advertising campaign, designed banner ads and company web site updates.

• Recruited and managed staff to facilitate corporate image development.

• Contracted a Public Relations firm with strategic industry knowledge to accelerate Marcom activities.

• Developed marketing collateral, including data sheets, presentations, press releases and product slogans.

• Obtained analyst and customer quotes, testimonials and case studies for publication.

PRIME RECOGNITION – San Carlos, CA (1994 - 1997)

VICE PRESIDENT, SALES AND MARKETING

Co-founded this "Voting" Optical Character Recognition company. Initially served as a programmer

and subsequently divided time between managing the Sales and Marketing arms of the organization.

• Achieved a run rate of $1 million annually within 2 years of product introduction.

• In just 7 months, grew 1998 sales 30% over 1997 sales, culminating with the largest multi-year contract to

date, representing almost half of the company's typical yearly revenue.

• Voted "AIIM Top Ten Products" and "Imaging Product of the Year" twice by Imaging Magazine.

• Created all web site content which reduced the need for postal mailings by 80%.

• Qualified potential customers, managed product evaluations, negotiated end-user pricing and

reseller/volume discounts, and cultivated customer accounts, generating a repeat business rate of over 47%.

Previous experience:

GENERAL MANAGER – Oceania Health Care, Palo Alto, CA

DIRECTOR OF MARKETING – ICOT - San Jose, CA

SENIOR PRODUCT MANAGER – Wang Laboratories - Lowell, MA

SOFTWARE ENGINEER – Advanced Information Management, Boston, MA

SOFTWARE: Microsoft Access, Excel, FrontPage, Powerpoint, Word; Adobe Acrobat, Capture, Photoshop;

Corel Draw, ASSEMBLY, C/C++, XML, HTML, Visual BASIC.

EDUCATION: B.S.B.A., Boston University School of Management (Concentration: M.I.S.)

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