Marketing Sales

Natalie M. Monetta

*** ******** ****, *********, ** 94904

415-***-**** (home) or 415-***-****

abha8c@r.postjobfree.com

SUMMARY

Marketing professional with broad experience in corporate and entrepreneurial settings focusing on

the small and medium business (SMB) and enterprise market segments. Capable of performing

several marketing functions in a high-tech company and taking the personal initiative to accomplish

tasks and meet established objectives. Specialties include go-to-market strategies, product

launches, market research, product positioning, competitive analysis, pricing strategy, sales

enablement,product packaging and promotions, demand generation strategy and execution,

website development and SEO, partner program management, marketing communications

including social media, advertising and PR.

KEY MANAGEMENT STRENGTHS

• Strategic – ability to focus marketing strategy on advancing business interests

• A Leader – manage others with appropriate vision and effective direction

• Ability to Execute – create processes that achieve objectives, improve efficiency, and maximize

budget

• Creative – solid track record of delivering creative integrated marketing campaigns with proven

ROI

• Versatile – a manager who can develop the strategy, manage the project, and implement

productively

• Organized – takes an organized, methodical, and innovative approach to marketing activities

PROFESSIONAL EXPERIENCE

Product Marketing Manager 4/10- 4/11

Lyris Inc.

SaaS based online marketing solution that integrates with search, social, web analytics and mobile.

• Drive and communicate go-to-market strategies for new product releases.

• Work with sales, product management, corporate marketing and other cross functional

teams to drive market leadership, awareness and revenue.

• Identify target market strategies for Lyris product and services.

• Own all Lyris product positioning and content creation for marketing materials, website and

collateral.

• Partner closely with sales and partner management to understand the sales process and

priorities to build field enablement tools and programs to meet revenue goals.

• Conduct monthly sales trainings for all product releases.

• Gather market requirements from clients, sales and marketing research to assist

development teams with product roadmap prioritization.

• Work closely with demand generation on marketing program strategy and content creation

for conferences, tradeshows, webcasts and field events as it relates to product.

• Spokesperson for product line including analyst briefings, webcasts and PR media

briefings.

Strategic Marketing Consultant 10/01 – Present

Principal

World-class marketing consulting firm that advises companies on strategic marketing initiatives to

build leadership positioning and drive top-line revenue in new and existing markets.

• Provided strategic marketing professional services for software, hardware and telecom

clients Cisco, Burstorm, Tiburon, Human Concepts, Communigate Systems,

Stereographics, Quantumshift and Riverdeep

• Formulated product messaging and value proposition to establish market leadership

• Developed and coordinated product launch plans

• Created sales tools and provided training for solution selling

• Developed and executed demand generation strategy to support direct sales and

channel

• Managed all aspects of marketing communications; demand generation, public

relations, advertising, creative services, web design strategy, events, collateral and

case study development

• Co-developed financial models for new product pricing to exceed revenue goals

• Managed brand P&L, including PR, promotions, sales, research and direct

marketing budgets

• Developed category/segment analysis, customer satisfaction surveys, competitive analysis

and usability studies

Cinterim 6/08-08/09

Director of Marketing

Accomplished senior level marketing consultant providing product marketing, product management

and marketing communications services

• Provided strategic marketing professional services for TradeBeam and Openwater clients

• Developed and executed go-to-market strategic plans on schedule and on budget

• Worked closely with Executive Team, R&D, Product Management, Marketing

Communications on corporate positioning and product messaging initiatives to re-

launch company and product portfolios

• Conducted customer and industry analyst interviews to determine brand loyalty,

customer support and product satisfaction and presented results to executive team

and board members

Mindjet

Product Marketing Manager 1/07 – 6/08

SaaS based mapping and collaboration provider for consumer, SMB and Enterprise

• Launched new product version - MindManager 7 and had a record day sale of $1M

and a record first quarter in revenues

• Instituted a Product Launch Process to engage the executive team and manage cross

functional teams in the delivery of marketing communications, website design and

field marketing activities

• Designed and developed new product messaging for packaging, collateral and case

study development, web content and presentations that provides business relevance

and established market leadership

• Formed the company’s first official Beta Program for capturing and delivering

customer requirements to product management, R&D and engineering

• Defined via market and customer research a new SaaS collaboration product for

launch in 2008

Autodesk, Inc. 4/02-1/03

Strategic Integrated Marketing Manager, Manufacturing & Professional Services

• Managed a $1.7M marketing budget for the development of marketing communication

strategy

• Led a cohesive, aligned and integrated marketing communications strategy in support of a

$61M revenue goal

• Contributed to the support of the partner program by delivering marketing materials to the

partner portal and conducted ongoing training webinars for up to 200 partners

• Managed overall strategy and execution of tradeshows, seminars, webinars, focus groups

and technical advisory groups

• Implemented demand generation strategy and generated 1200 sales leads per quarter

using targeted customer and prospect lists

• Managed and provided input to top tier creative agencies by directing the creation of direct

mail, e-marketing, banner ads and telemarketing campaigns

• Ensured optimal consistency of product messaging and marketing strategy by working in

conjunction with product market groups, sales development directors, PR and advertising

Intraspect Software 4/00-10/01

Director of Product Marketing

Venture capital funded software start-up providing web-based collaboration solutions to Fortune

2000 companies. Acquired by Vignette in 2003.

• Built and managed a high performance product marketing and channel management

team

• Developed marketing strategy and plans for software applications, including product pro

forma, positioning, pricing, packaging and promotion

• Conducted market segmentation and vertical market analysis

• Implemented demand generation programs (e-marketing, telemarketing, seminars and

tradeshows)

• Led the selection and hiring of a public relations firm

• Co-developed company product positioning, corporate branding, press releases, customer

case studies for media pitches and press tours with PR firm

• Developed channel marketing programs for Web & System Integrators and Professional

Services Partners. Created company’s first secure partner portal for posting marketing

materials

• Produced product collateral and website content

SBC Corporation 3/96-4/00

Director of Marketing, Business Marketing Group

• Managed a product marketing team charged with overall lifecycle management of

LAN/WAN Network Management offerings

• Led the strategic positioning of SBC’s LAN/WAN Network Management offerings for 12

states. Positioning responsibilities include marketing plan, new product features, product

pro forma, competitive environment and strategic partnerships

• Developed product positioning and strategy, competitive analysis, pricing, offer marketing,

marketing communications, channel management, trade shows, customer briefings,

partner discussions, new collateral, provision of sales tools and sales training, creation of

demos and web-site

Sprint Corporation, San Jose, CA 8/92-3/96

Major Account Manager

• Managed $1.5M annual revenue for Major Accounts

EDUCATION

Bachelor of Science 1989

Northern Arizona University, Flagstaff, AZ

REFERENCES

Available upon request

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