Sales Marketing

JoAnn Riley Beckman

MBA CBC Certified Business Communicator

513-***-**** www.JoAnnRileyBeckman@gmai www.linkedin.com/in/JoAnnR

l.com ileyBeckman

Marketing & Communication EXPERTISE

INTEGRATED MARKETING PLANNING - BUSINESS COMMUNICATIONS - PRODUCT BUSINESS

DEVELOPMENT

Big-picture, hands-on marketing strategist and communicator with the vision

and business acumen to quickly assess the

competitive environment, determine optimal direction, create cost-effective

strategies and put people and processes in place to generate high-impact,

integrated marketing and communication programs and products that align

with business strategy, resulting in enhanced brand corporate visibility

and increased sales and profitability for your company.

Captures savings up to 300% and realizes greater flexibility and faster

turnaround by operating as in-house creative department. Also, manages full-

spectrum of external creative services suppliers.

. Oversees all aspects of creative process and manages resources to

maximize output

. Leverages versatile writing style and keen sense of design to

develop compelling messaging and branded communication strategies

for a full range of media types

STRATEGIC CREATIVE PROJECT PRODUCT

Leadership Development PEOPLE Management

Marketing planning Ideation, creation and Seamless execution

competitive analysis supervision

Integrated marketing

Brand corporate strategy Traditional e-commerce programs

media Product development

Integrated communication Value proposition brand lifecycle management

programs - marketing messaging Cross-functional team

corporate Creative design direction building

Product category Creative services

management P&L Persuasive copywriting management

editing

Marketing & Communication CAREER OVERVIEW

ACCOMPLISHMENTS

Director of Marketing & Product Development 2005 - 2009

Vitronic Promotional Group Top 40 business gifts supplier [wholesaler] An

Ebsco Industries company

BRAND Integration Positioning - PRODUCT Development - INTEGRATED

Marketing Communication

Grew sales 25% profitability 40% by redefining corporate brand

identity; recognized as an elite Top 40 Supplier

Drove transformation through continuous product innovation and

integrated, brand-building communication

. Increased the contribution of new products to the bottom line from

2% to over 40% in 3 years

. Developed brand identity - encompassing messaging and visual look

reflective of focus on low-cost, retail-inspired design - and

applied to all product and communication areas

Kept all creative phases - from strategic to tactical - in house to

realize savings up to 300%

. Recruited by specialty [project management, photography, electronic

media, product development]

Notable ACCOMPLISHMENTS

. PRINT Collateral Earned top industry honor for 200+ page

catalog; wove memorable, theme-driven brand stories to break

through industry noise

. E-COMMERCE Web Site Developed user-friendly web site with

built-in features to download sales collateral and images; as a

result, grew e-commerce sales by 30%, reduced marketing support

requests by 40% and print budget by 30%

Email Promotional Program Built email marketing initiative from

ground up; provided constant touch point to showcase new products

programs in industry driven by newness and to drive traffic to web

site

. MEDIA PUBLIC Relations Leveraged no-cost media relations;

positioned company as design leader and trend expert

. TRADE SHOW Management Boosted trade show booth traffic 30%;

executed pre-show traffic building programs, incorporated attention-

grabbing merchandising tactics and trained sales organization on

selling strategies

P2 JoAnn Riley Beckman Marketing & 513-***-****

Communications *****************@*****.***

Director of Marketing 1997 - 2005

Eagle Realty Group Multi-disciplined, commercial real estate company A

Western & Southern Financial Group company

BRAND BUSINESS Development - INTEGRATED Marketing Corporate

Communications

Supported marketing and communication efforts on 3 levels - Corporate,

Core Business and Enterprise [W&SFG]

Spearheaded cross-discipline forum to share market information and

build synergies for business development efforts

. Led brand messaging strategy that capitalized on the merit of being

a part of a solid parent company

Notable ACCOMPLISHMENTS

. BRAND IDENTITY PROGRAM Established professional image with brand

corporate identity program - encompassing

visual look and messaging; applied to all print and web-based

communications - such as RFPs, presentations, direct mail, market

research publications, advertising, newsletters, associate

communications - to build awareness and preference for

organization's services

. ELECTRONIC Web Site Launched first web site and incorporated

cost-effective e-blast marketing; saved 50% in mailing costs

. DIRECT MAIL Grew portfolio of commercial properties under

management by 30% in 3 years; used economical direct mail to

showcase client satisfaction

. MARKET RESEARCH Publication Grew brokerage assignments by 25%;

cultivated image of local market expert; compiled and published

semi-annual report on market activity by specialty

. ENTERPRISE CORPORATE Lead highly-successful UNITED WAY

corporate communications initiative; maintained 3 years of

corporate leader giving level; developed unified message platform

for integrated 4-tier fundraising campaign

Marketing Manager

Schulte Corporation A privately-held storage systems supplier to

builder and retail markets

CORPORATE BRAND Identity - CREATIVE SERVICES Management - PRODUCT

CATEGORY Management

Redefined corporate brand with visual identity, channel-specific

messaging products programs; positioned as serious contender in the

storage and organization industry

. Led cross-functional team that increased sales revenue by 100% and

product mixes by 150% through international distribution agreement

and acquisition

. Developed and executed integrated marketing programs and product

plans for multiple, complementary lines

. Operated as an in-house creative services consultant; saved up to

100%

Notable ACCOMPLISHMENTS

. SALES PROGRAMS Grew professional builder sales 25%; introduced

computer-aided design capability to customize configurations and

generate materials list

. PACKAGING MERCHANDISING Increased retail sales 30%; gained

entry into specialty market; refocused and extended product line to

reach key decision maker; redesigned packaging and introduced point-

of-sale programs and plan-o-grams for 250 SKUs in 4 months;

developed retail packaging for international markets worldwide

Marketing & Communication QUALIFICATIONS

EDUCATION

Back to Business University of Cincinnati December 2009

64-hour intensive course on skills that today's managers need to face

challenges and deliver solutions

MBA Marketing University of Toledo [cum laude]

BA Communications Ohio University [summa cum laude]

TECHNOLOGY

Microsoft Office suite Word, Excel, PowerPoint

Design software Publisher, PageMaker

Electronic media Web site [plan, design, content, navigation, SEO], E-

blast promotional strategy, social media

PROFESSIONAL

Affiliations American Marketing Association

Certifications CBC from Business Marketing Association [now known as

Marketing Skills Certification (MS/C)]

and LOMA Foundations of Financial Services

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