Shannon Rose 415-***-**** ShannonRose@ ymail.com

OBJECTIVE

Solutions-oriented, resourceful marketing professional seeks to

apply creative, tactical and analytic abilities for organizations in the

Bay Area.

SUMMARY

Veteran traditional marketer and "Google Qualified Individual", certified

in Internet Marketing by University of San Francisco. Proven success in

multi-channel campaign management, from strategy development through

implementation. Adept at understanding business needs, communicating

effectively, and delivering results. Technical skills include Adobe

graphics software, basic HTML, and marcom writing. Areas of focus: marcom,

e-commerce, integrated campaigns, lead generation, and product launch.

CORE COMPETENCIES

Collateral and Messaging Development

Exceptional ability to translate business needs and campaign goals into

messaging and creative briefs that provide clear direction and yield high-

quality collateral, (websites, email, data sheets, newsletters,

direct mail, sales kits, event signage, executive presentations, retail

packaging, & more.)

Portfolio at www.ShannonRoseMarketing.com

Project Management

Strong organizational and communication skills keep projects on track, on

time and on budget.

Program Design and Implementation

Adept at developing, measuring and optimizing online and offline campaigns

PROFILE

-Balanced: process oriented & data driven with ability to respond quickly

to changing conditions

- Collaborative: insightful ability to work with cross-functional teams,

executives and partners

- Customer focused: Highly attuned to gaining insight into customer

experience and translating into actionable marketing plans and messaging

PROFESSIONAL EXPERIENCE

Marketing Consultant. 2004 - 2010

Key clients:

Creative Labs, $400 million, consumer electronics manufacturer. Milpitas,

CA (current)

Developed strategy and implemented programs to restore e-commerce site

hosted on Amazon WebStore platform to pre-recession $10 million/year

revenue level. Applied best practices in Search Engine Optimization,

customer segmentation, and merchandising to increase sales and customer

base. Managed web team that conducted reporting, analytics, SEM, affiliate,

comparison search engine, and social media campaigns. Optimized alt tags

and product copy. Utilized WebTrends for analytics and Cheetah Mail for

email campaigns.

Treasured Memories- Bangkok, Thailand. Authored press releases & brochure

for this jewelry manufacturer. Optimized website, Adwords & affiliate

programs. Set up, maintained, & wrote posts for WordPress blog.

Studio Magenta, ad agency and photo studio. Bangkok, Thailand. Developed

proposals and supported launch of new platform that enables dynamic content

in online advertising, www.immedium.net

Webster University. Bangkok, Thailand. Authored student recruitment

brochure and full-page ad that ran in Bangkok Post annual education

supplement.

PG&E, public utilities company. San Francisco, CA

Re-launched refrigerator recycle campaign and the small/medium business

rebate campaign. Supported CFL light bulb campaign. Campaigns utilized

online, print, radio, t.v., direct mail and website.

Bell Microproducts, $4 billion electronics distributor. San Jose, CA

On site daily for two years. Reported to VP of Marketing. Led key

initiatives with $200k budgets

Lead Generation Project (Commercial Division)

Developed and implemented program to acquire and re-activate

Small/Medium Value Added Resellers (VAR) and System Integrator

customers in key U.S. regions. Utilized findings from focus groups to

develop effective messaging and lead gen plan. Secured partners,

including AMD, Broadcom, Fujitsu, Hitachi, LSI, Microsoft, Seagate, WD

and trade associations.

Managed agency to produce ads (online/offline), email, microsite. & PR.

Wrote messaging. Managed list selection and email campaign that drove

respondents to seminar event online registration. Produced events

including program and speaker selection.

- Achieved registrant and new account targets. Managed leads and

set up system for regular outreach by email and sales reps. Success

led to additional campaigns.

- Tracked sales & analyzed results of first campaign and ran

subsequent campaigns, after leading

cross-team efforts to improve offer, streamline new account process,

and transition to Salesforce.com (Acumen partner) system. Trained

reps on new system and process that drove SMB VAR's to new e-commerce

site. Added weekly direct mail & telesales to mix. Managed call

center & collateral creation.

- Achieved e-commerce account open target. Tracked sales through offer

code on weekly direct

mail. Adjusted offer and communications vehicle mix to boost online

sales and achieve target.

Retail Project

Developed business case and retail go-to-market plans for a line of

external hard drives and DVD drives. Set up MRD procedures. Managed

design agency to re-brand product line and implement across new retail

packaging, collateral, website & event graphics (CES). Wrote

messaging. Supported channel launch (set up of SkuLauncher system) and

programs (store events, floor days, promos, etc.) Placement included:

Best Buy, Comp USA, Fry's, PC Connection, & Tiger.

- DVD drive beat out same-store sales of leading brand, 3 to 1.

Internal Sales Contest

Ran contest designed to increase sales of Intel and Seagate (and recently

acquired Maxtor).

25 winners attended Super Bowl and participated in team-building

activities. Promoted 5-month campaign by managing agency to conduct photo

shoots and produce microsite, monthly emails, sales kits, banners, and

launch kits for 25 U.S. offices.

- Achieved goal of maintaining Maxtor sales during transition.

Achieved 25% sales increase.

- Due to success, campaign became annual event. Ran subsequent

campaigns.

Corporate Marcom Project

Worked with top executives to develop "50 Million Hard Drives sold"

branding campaign. Ran campaign including product giveaway to global

employees and kick-off event at U.S. headquarters.

Veracast, webcasting company. San Francisco, CA

Researched and analyzed market data to develop programs aimed at acquiring

small business customers. Research and analysis included market sizing,

segment identification, competitive landscape, and SWOT analysis. Program

recommendations were aligned with business opportunities and internal

strengths.

Kensington, computer accessories manufacturer. Redwood City, CA

Conducted competitive, market, and customer research to define target

segments and competitive landscape. Leveraged findings to develop retail

packaging for new input device product.

University of California at Santa Cruz- Developed messaging and marcom

materials for new School of Engineering program in Silicon Valley.

Developed branding guidelines for School of Engineering.

Senior Marketing Manager. 2002- 2004

Aladdin Systems, software manufacturer. Watsonville, CA.

Reported to CEO. Managed product marketing for PC/Mac software utilities

sold through retail and

e-commerce. Drove product launch with MRD processes and cross-functional

teams. Utilized primary research to develop effective messaging. Wrote copy

for retail packaging, catalogs, web pages and ads. Utilized Digital River

dashboard system to run and track email campaigns.

Managed User Group (UG) relations. Managed design agencies to produce

retail packaging, POS displays, sell sheets, ads, and event graphics for

events such as CES, Macworld and RetailVision. Managed company's annual

booth at Macworld event (SF and NY). Implemented online/offline co-

marketing promotions with partners such as Apple, Intuit, Iomega, Symantec

and McAfee.

- Provided premium for Apple's new .mac subscribers. Achieved 28%

conversion on up-sell.

Freelance- writer, graphics, teaching. Bangkok, Thailand 1998-2002

Clients: Nava Language Centre. Double Impact. Projects: event graphics,

website & travel writing. Taught English at public Thai elementary school.

Substitute teacher at International High School.

Account Manager. Mountain View, CA 1994 - 1998

New Image Architects, Design/production agency. Managed major accounts,

such as Fujitsu, Adobe, and KLA, including development of event marketing

plans and trade show graphics.

Executive Director. Santa Cruz, CA 1992 - 1994

Child Abuse Prevention Council (CAPC). Managed this non-profit agency

funded by David and Lucile Packard Foundation grants and County funds.

Created and executed fundraising events, professional symposia and public

education campaigns promoted through press, local events, print ads, and

direct mail. Worked with Bay Area CAPC chapters to win funding support from

Shell Oil for coordinated regional efforts. Conducted media interviews.

Coordinated abuse prevention efforts with local government officials.

Worked with state legislators on child advocacy issues. Chaired statewide

committee.

EDUCATION

"Google Qualified Individual- AdWords" status awarded by Google on 2/10

Master's Certificate, Internet Marketing. 7/09. University of San

Francisco

Topics: Search Engine Optimization (SEO), Search Engine Marketing (SEM),

Social Media (Twitter, blogs, Facebook, etc.) online advertising, Google

AdWords, online and Pay Per Click (PPC) writing, website development,

Customer Relationship Management (CRM), e-commerce, campaign reporting and

analysis.

Professional Certificate, Marketing. October 1999 - 2000. UC Berkeley,

Extension

Courses included: Strategic Marketing, Consumer Behavior, Integrated

Marketing, Marketing Communications, Human Resources, Public Relations,

Market Research.

Bachelor of Arts, American Studies. 1991 University of California at Santa

Cruz

Academic honors: Senior Thesis Honors. Chancellor's Award, Community

Service Division, awarded for work empowering foster care youth through

internship at the Santa Clara County District Attorney's office.

AFFILIATIONS

International Assoc. of Business Communicators (IABC), Chapter VP of

Communications & Webmaster

- Produced monthly lunch seminars, featuring speakers such as

Salesforce.com

- Set up and ran WordPress website and Constant Contact email system

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