Sales Manager
Resume:
BETHANN COPPOLA
Stamford, CT 06902
(C) 646-***-****
E-mail: *********@***.***
Summary
B2B Marketing Generalist with MBA and 15 years of professional experience. Areas of focus include marketing communications, copywriting, sales support, online marketing, project and event management. Fluent in Spanish. Proficient in Adobe Illustrator, Adobe Professional, Microsoft Word, Excel, PowerPoint, Salesforce.com, E-mail Reaction, Outlook, SAP, and project management software.
Contractor 12/06-Present
Bayer HealthCare, Tarrytown, NY 06/10-Present
Contractor Global Project Manager (Consumer Packaged Goods)
1. Lead the implementation of complex, globally-oriented packaging and design projects within the Diabetes Care division
2. Manage relationships with outside design agencies] oversee the development of deliverables; ensure they align with design requirements, meet budgeting criteria, and are delivered on time; and negotiate prices
3. Work cross-functionally with internal stakeholders representing Regulatory, Legal, Marketing, Sales, Quality Assurance, and Manufacturing divisions
4. Utilizing project management technology, record, monitor, and report on the progress of each project
The University of Bridgeport; Laureate Higher Education
Contractor – Marketing Communications Consultant/Copywriter 12/09-05/10
1. Provided marketing communications and copy services on an ongoing basis to various clients including Laureate Higher Education and the University of Bridgeport
2. Offered strategic and creative direction on projects, and developed copy for a variety of marketing vehicles including informational brochures, email communications, and websites
Siemens Healthcare Diagnostics, Tarrytown, NY 04/09-11/09
Contractor Marketing Communications Specialist
1. Developed the marketing communications strategy and executed the tactics for Siemens’ in-vitro product lines in partnership with US and regional marketing teams. Tactical activities included sales training, print and online advertising, trade shows and customer events, internet-based communications, customer presentations, and direct mail
2. Supervised copy direction for sales collateral including brochures, direct mail pieces, sell sheets, and customer letters
3. Ensured alignment of product and product family messaging with corporate design and brand guidelines
4. Served as primary liaison between marketing team and the business unit’s agency of record, working with members on both sides to develop and revise key elements of the creative brief
5. Ensured consistency of strategy and elimination of redundancies across messaging platforms
6. Served as the primary contact for specific product line activities and assumed responsibility for the day to day management of marketing strategies and tactics
7. Managed relationships with internal design partners and outside agencies to ensure materials were delivered on time and within pre-specified budget parameters
8. Worked collaboratively within the US and Global marketing communications teams to align and optimize internal resources
9. Acted as advisor to business unit management and others on marketing communication matters
Gartner, Stamford, CT 11/08-03/09
Contractor Events Marketing Manager
1. Collaborated with the Senior Marketing Manager to manage multi-tiered B2B marketing campaigns for the following North American conferences: 2009 Gartner Business Intelligence Summit and 2009 Gartner IT Infrastructure and Operations Management Summit
1. Managed the tactical implementation of numerous marketing activities within each campaign touch including direct mail, html e-mail, paid advertising, search engine marketing, social network marketing, sales, media and association partnerships, and web, targeting IT and business professionals from a broad cross-section of industries
1. Helped to manage and reconcile an event marketing budget of 280K
1. Worked with cross-functional teams internally, and 3rd party vendors, print and design agencies, and copywriters to develop and implement html e-mail, direct mail, and paid advertising campaigns
1. Developed proposals around establishing barter agreements and marketing partnerships with various media firms and professional associations
A&E Television Networks, Stamford, CT 05/08-10/08
Contractor Education Marketing Manager
1. Initiated and executed marketing programs that helped drive sales of The History Channel’s DVDs, multimedia classroom resources, and digital content licensing among K-12 educators and media specialists, and public librarians
1. Spearheaded plans to reposition, and increase awareness of the History Education brand among K-12 educators and media specialists, and public librarians
2. Provided strategic support to an educational sales force of 45 representatives developed marketing collateral; monthly-newsletters; catalogs; promotions; monthly webinars; and more
1. Worked with internal and external design partners to develop brochures, e-mail campaigns, and catalogs
1. Developed and edited sales and marketing copy for all promotional materials
1. Achieved buy in from internal stakeholders for marketing programs and justified expenditures against departmental budget
SmartStream Technologies, New York, NY 07/07-04/08
Contractor Marketing Manager
1. Lead marketing activities for US branch of global financial technology firm focusing
2. Conferences and Event Planning responsible for all aspects of planning and executing company’s annual customer conference in Orlando, FL; developed and managed industry conference and event schedule and budget; spearheaded and executed all event marketing activities
1. Project and Campaign Management managed the tactical implementation of customer acquisition and loyalty programs; generated and allocated qualified leads for follow up by sales representatives; developed and updated prospect and customer mailing lists; established and cultivated relationships with members from global marketing, product development, and sales teams; initiated and managed relationships with external vendors and trade organizations; planned, executed and tracked HTML e-mail campaigns
1. CRM Database Management and Reporting
Beiersdorf, Inc., Wilton, CT 12/06-06/07
Contractor Project Manager (Consumer Packaged Goods)
1. Project Management interacted with internal cross functional teams, as well as external vendors to communicate project goals, provide strategic and creative direction, and manage timeline expectations
Staff Positions 02/94-09/06
LearningExpress, LLC, New York, NY 02/05-09/06
Marketing Manager
1. Developed and implemented integrated marketing plans to increase sales of the company’s web-based
K-12 programs to districts and schools
1. Initiated and executed programs to support new product launch
1. Spearheaded regional and national direct mail campaigns
1. Initiated and managed search engine marketing campaign to drive traffic to company’s consumer website
2. Managed the day-to-day execution of all marketing and sales support activities
1. Provided strategic guidance, sales support materials, competitive analysis, and market research to sales representatives
1. Managed all aspects of the company’s marketing collateral program including planning, copywriting, design, and distribution
1. Developed copy for corporate press releases, as well as marketing collateral, print and online ads, flash and PowerPoint presentations, proposals, direct mail pieces, letters, invitations, and the company’s website
1. Planned national and regional conference schedule, and managed all conference activities including exhibit display, sponsorships, workshops and presentations, advertising and pre-conference mailings
1. Implemented national print and online advertising campaigns, from media buying and placement, to ad concept development, messaging, copywriting, and design
1. Developed and managed marketing budget of more than 300K.
1. Presented marketing plans to President and CEO, management, and sales force
The Princeton Review, New York, NY 07/03-01/05
Marketing Manager
1. Marketed K-12 instructional and test preparation programs and services to districts and schools
2. Managed all aspects of the division’s marketing communication activities
3. Developed and created copy for all marketing collateral, case studies, direct mail pieces, proposals, letters, and PowerPoint presentations
4. Educated sales force on important federal and state funding initiatives, and trained them on the positioning strategy for each product
5. Executed e-mail, telemarketing, and direct mail campaigns
6. Worked with web designers to increase the functionality and effectiveness of the company’s website
7. Provided leadership and strategic guidance to the sales force with in-depth market research, and targeted marketing initiatives
8. Planned national and regional conference schedule and events, and managed exhibit display, pre- and post-conference mailings, sponsorships, and advertising
9. Tracked division bookings and sales revenue through quarterly analysis and reporting
10. Managed 2004 and 2005 marketing budgets
Scholastic Inc., New York, NY 09/02-06/03
Marketing Manager, Teaching Resources
1. Helped drive sales of professional development titles and supplementary classroom books to major trade retail outlets
2. Implemented marketing campaigns and executed merchandising programs targeting national accounts and trade retail chains
3. Established strategic relationships with the sales force, major book chains, and book distributors including Borders, Amazon.com, and Ingram Book Company
4. Educated sales force on key educational initiatives such as No Child Left Behind, Reading First, and Title I
5. Produced copy and developed strategic positioning for online teacher store at Amazon.com
6. Developed promotional materials and marketing collateral to increase brand awareness among national distributors, major booksellers, and educators
7. Provided product development direction to the editorial staff through in-depth sales and competitive analysis
8. Initiated and executed direct mail and online marketing programs targeting niche markets including colleges and universities
Bookspan (A Bertelsmann, Time Inc. Joint Venture), New York, NY 01/01-09/02
Marketing Planner
1. Managed the life cycles of several titles for two specialty direct mail book clubs
2. Planned the title and category mix for both current and new member direct mail campaigns
3. Managed the positioning and placement of books on direct mail catalog pages
4. Evaluated title and category sales performance, usage frequency, and inventory status
5. Recommended initial print and buy quantities for new titles, and determined future usage for all active titles in current and new member campaigns
6. Attended weekly creative meetings to plan and evaluate each club’s marketing strategy
7. Generated analysis of each club’s offer structure and category performance, and presented results to department heads
Penguin Putnam, New York, NY 06/99-12/00
International Account Manager
1. Travelled to Finland, Sweden, Norway, and the U.K. to present Penguin Putnam US mass-market and trade books to various retail and wholesale accounts
2. Provided strategic direction to a team of U.K. based sales representatives
3. Worked with international sales representatives and accounts to troubleshoot and overcome sales objectives
4. Presented detailed reports to management on the status of book sales among key international accounts
Random House Inc., New York, NY 06/97-05/99
National Account Manager
1. Sold front list titles for Ballantine Publishing Group, Beacon Press, Storey Publications, and Harvard Business School Press to Ingram Book Company and Ingram Library Services
2. Managed Ingram’s inventory via the computer including initial order recommendations, reorders, and book returns
3. Developed and coordinated advertising plans and managed advertising budget
4. Implemented marketing plans designed to increase book sales from retail and library accounts
5. Worked with IT personnel to resolve systems problems and manage the daily flow of sales and inventory data
6. Analyzed and reported on weekly fill rates, title sell through, inventory returns, and net sales
Simon & Schuster Higher Education, Albuquerque, NM 02/94-05/97
Field Sales Representative
1. Sold textbooks and media resources to professors in colleges and universities in New Mexico, West Texas, and El Paso
2. Increased gross territory sales by 18%
3. Worked closely with editors to evaluate textbook proposals, and helped to recruit new authors in the field
4. Researched and reported on market trends, and provided marketing department with competitive analysis
5. Planned and hosted promotional events and book fairs to solidify strategic relationships with decision makers
6. Conducted committee presentations for large-scale adoptions
Skills
1. Bilingual Spanish/English
2. Strong writing skills with internal and external communications
3. Strategic Planning; Project Management; Event Planning
4. Online Marketing SEO and Paid Search Advertising, HTML Email, Social Networking Sites, Banner Advertising
5. Computer Microsoft Word/Office, Outlook, Salesforce.com, Excel, PowerPoint, Adobe Professional
Education
Pace University, New York, NY
Masters Degree: Business Administration, 5/06
Major: Marketing Management
Syracuse University, Syracuse, NY
Bachelor of Arts Degree, 12/93
Majors: International Relations, Spanish
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