BINA MIRCHANDANI

*** ******* **, ***** ** *****

831-***-**** / abiaf8@r.postjobfree.com / 415-***-****

PROFILE

. Creative, take-charge marketing professional with proven success in

creating and driving product launches and programs that substantially

grow business and developing branding strategies that increase market

awareness.

. Combine creative directing strengths and team leadership with an

analytical business perspective.

EDUCATION

M.B.A., International Management, 1997

Fisher Graduate School of International Business, Monterey Institute of

International Studies

B.A., Graphic Design, San Diego State University, 1991

EXPERIENCE

2010 MANAGER, MARKETING, 2WIRE, San Jose, California

Manage all event related activities for 2Wire

. Define event goals and objectives and communicate to 2Wire executives,

sales and marketing.

. Manage fiscal and budget requirements.

. Work closely with program managers and corporate communications to

effectively promote events to target audience.

. Select and manage venues, catering, travel, hotels and promotional

items.

. Manage all scheduling, meetings, technology requirements and demo

equipment.

. Research and develop feasibility studies to identify new event

opportunities.

. Demonstrate the effectiveness of the events through proven metrics and

analysis.

2003 to 2007 DIRECTOR, MARKETING COMMUNICATIONS, ICTV, Los Gatos,

California

Market ICTV's ActiveVideo Distribution Network (AVDN)

. Manage all marketing activities including: Ad agency, PR, tradeshows

and events, speaking opportunities, customer communications and

database and website.

. Manage the ICTV brand including product positioning and messaging.

. Manage the creation of all sales interactive demos, presentations, and

collateral support

and activities.

. Develop and track all media planning to support the brand.

. Facilitate infrastructure partners, content providers and developers

programs.

2003 MARKETING PROGRAMS MANAGER, InSight Agency, Santa Cruz, California

Manage client's marketing activities for InSight Agency, a full-service

advertising agency.

. Manage online and offline media plans, budgeting, advertising

campaigns, list purchasing and house lists and live tracking and

reporting for clients.

. Specialize in e-marketing campaigns and relationship marketing,

including lead generation and communication emails

2002 SENIOR MARKETING COMMUNICATIONS MANAGER, OpenTV, Mountain View,

California

Market OpenTV's array of iTV products. Manage worldwide collateral, ad

agency, direct mail, tradeshows and events, website and all in house and

external marketing activities.

. Manage collateral production and fulfillment - worldwide for OpenTV and

Spyglass Integration.

. Develop and track all media planning to support the brand.

. Create collateral, manuals, architectural diagrams, presentations and

documents to support product.

. Art direct, oversee all content, and produce reports for websites

(OpenTV and Spyglass Integration).

. Manage all direct mail and email blasts including development, list

management, mailing and reporting results.

. Manage worldwide tradeshow needs including graphics, collateral and

giveaways.

. Co-manage the CRM database testing and rollout company wide.

2000 to 2002 MARKETING COMMUNICATIONS MANAGER, ICTV, Los Gatos, California

Market ICTV's Broadband Digital System headend-based solution. Manage

marketing department, ad agency, PR, tradeshows and events, and all in

house and external marketing activities and campaigns.

. Manage the ICTV brand including product positioning and messaging.

. Develop and track all media planning to support the brand.

. Create collateral, manuals, architectural diagrams, presentations and

documents to support product.

. Art direct and oversee all content for website.

. Managed development of a new UI based on product research and usability

studies.

. Manage all tradeshow and speaking opportunities. Managed a $.6 million

budget for Western

Cable 2000.

. Track and facilitate partner developer program and all PR efforts.

1997 to 2000 MARKETING COMMUNICATIONS MANAGER, Sportpharma USA, Concord,

California

Reported to the CEO and founder of this nutritional and body building

supplement company, managed marketing department, creative teams and all

marketing activities and campaigns.

. Substantial contributor to company's growth from $12-million to $25-

million within two years. Initially was sole individual performing

marketing and design; created and implemented all advertising and

marketing communications; handled all media plans and public relations;

strategized product launches, positioning and branding; developed POP

and promotional material as well as consumer and trade advertising; and

worked with freelancers.

. Grew marketing department to staff of four.

. Developed media planning and marketing for product, Promax Bar, grew to

sales of more than $1-million a month that constituted half of the

company's sales.

. Managed secure server e-commerce website, www.sportpharma.com,

including entire re-vamping and hired a webmaster to bring the site in

house. Art directed and oversaw content and promotions site consistent

with company image and strategy.

. Managed athlete sponsorships, promoted Sportpharma products by

incorporating athletes in advertising, arranged for sponsored athletes

to attend events to endorse products and provide specialized clothing

for media exposure during competitions. This increased brand awareness

within targeted groups.

. Introduced competitive analysis process, researching price points and

developing matrices to ensure product development remains competitive

with market demands, significantly improving margins.

. Re-designed packaging for entire product line to build shelf-visibility

and upgrade product image.

. Participated in all tradeshow and event design development and

activities.

1997 PRODUCTION COORDINATOR, Hampton Brown Publishing, Carmel, California

Created a five year, multi-million dollar production/editorial, sales

budget, and forecasting model

for use by executive management. Managed and coordinated multiple projects

with freelance artists; set up and managed production schedules; organized

bid proposals; and created layouts/props for photographers.

PREVIOUS EXPERIENCE

Design Consulting, Kate Keating Associates, Sausalito, California, 1995

English Instructor, International Business Consultants, Santiago,

Chile,1994-95

Computer Illustrator (freelance), San Francisco Bay Area, 1992-94

Graphic Designer, Christensen Advertising, Tiburon, California, 1992

OTHER

. PC/Mac proficient including MS Office, Access, Adobe Illustrator,

Photoshop, InDesign, Image Ready, Dreamweaver, and Quark Express

. SalesForce.com, PeopleSoft CRM, ACT, Microsoft Project, and Clients and

Profits

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