Marketing Manager

Karen Root

**** ******* ***** 570-***-****

Clarks Summit, PA 18411 *****@****.***

Director, Marketing Services

Analytical and creative leader with 18 years of experience in business to

consumer and business to business marketing. Proven excellence in

Strategic & Tactical Planning, Product Development and Project Management.

Additional expertise in Brand Management and Product Launch initiatives.

Highly motivated individual with a proven ability to generate results.

Success in fiduciary management, with strong leadership skills in team and

self-driven settings.

Advertising e-Marketing Product Management

Brand Management Management Relationship Management

Business Planning Marketing Search Engine Optimization

Channel Management Merchandising Search Engine Marketing

Communications Process Excellence Strategic Planning

Competitive Analysis Product Development

Website Development

EXPERIENCE

SANOFI PASTEUR Swiftwater, PA

September 2003 - Present

Vaccine manufacturer division (and VaxServe, vaccines and medical product

distributor subsidiary) of 28.4 BE multi-national conglomerate, Sanofi

Aventis pharmaceuticals

Acting Director, Marketing and Brand Management - VaxServe

January 2006 - Present

(Promoted from Deputy Director - Brand Management, and Deputy Director -

Vaccines Product Management)

. Develop annual corporate strategic and tactical plans. Guide

execution of strategies through influence and negotiations across

executive committee and through cross-functional teams. Direct and

lead multi-channel marketing plan, representing $215 million annual

business revenue. Set quarterly and monthly goals, and monitor

results against key performance indicators.

. Motivate and lead 40 person sales team, and 5 person marketing team.

Manage $4 million annual marketing budget. Establish corporate

branding, and supervise use of all trademarks and collateral

materials. Drive to up-market brand against key vaccine manufacturer

and distributor competitors.

. Oversee and ensure medical, legal, regulatory compliance for all

vaccine and pharmaceutical products. Utilize process excellence to

ensure all materials are executed according to brand strategies.

Utilize Six Sigma Black Belt training for process controls and

improvement.

. Lead and manage marketing vehicles, including: catalog, direct

selling, direct mail, website/e-mail, print advertising, and

conventions. Responsible for negotiations and management of key

creative agencies, print vendors, freelancers, and partner

associations.

Deputy Director, E-Marketing - Sanofi Pasteur

September 2003 - December 2005

(Promoted from Manager)

. Create corporate e-marketing strategy, and educate executive team and

key contacts on adaptation of electronic marketing initiatives and

demonstrate business value. Create hub site to integrate and leverage

key brands to drive house brand awareness. Direct development of 20

product and disease websites in 24 months to both consumers and health-

care professionals, while managing budgets, creative agencies, and

internal resources.

. Develop all processes related to online marketing and website

development, including legal and regulatory guideline management

within the pharmaceutical industry.

DAY-TIMERS, INC East Texas, PA

November 2000 - September 2003

Manufacturer of daily personal planners, organizational accessories, and

fine leather goods. Subsidiary of $1.9B ACCO brands, office supplies.

New Market Development, Lifestyle

December 2002 to September 2003

. Developed new business model and product formats for custom products

in lifestyle management. Invented first product for Diabetes

Management.

. Secured partnership with key organizations like American Diabetes

Association and external funding for launch. Initiated product

development partnerships with American Heart Association, Prevention

Magazine, and Weight Watchers.

Consumer Marketing

July 2002 to December 2002

. Direct team and integrate branded marketing efforts across all current

customer touch-points including catalog, direct mail, web/e-mail, and

telephone contact center.

. Responsible for revenue contribution of $60 million of $75 million

total direct division.

. Used Six Sigma to establish new production improvement process for

catalog development, reducing development cycle time to increase

catalogs produced from 6 to 12 annually.

Manager, E-Marketing

November 2000 to January 2002

. Responsible for the strategic development, and tactical execution of

all e-marketing efforts for this seasoned cataloger. Increasing e-

commerce business from 2% to over 35% during first year. Established

all e-marketing related policies and procedures. Directed site

redesign and all e-Marketing processes and procedures.

RODALE, INC Emmaus, PA

October 1995 - November 2000

Publisher of books and magazines generating annual revenues of $600M and a

26M consumer name database, with titles related to health and fitness,

finance, and specialty sports and hobbies.

Web Producer

June 2000 to November 2000

. Responsible for managing the implementation of significant Web

initiatives across brand and product lines. Website examples include

Prevention.com, OrganicGardening.com, MH18 (Men's Health),

LanceArmstrong.com, and many more sitelets for one-shot book division.

. Working with Brand Managers, Product Directors and Divisional Vice

Presidents to determine online needs and conduct strategic analysis of

internal & external markets.

Brand Manager/Circulation Director

October 1998 to June 2000

. Direct all marketing efforts for Pets: part of the family, Herbs for

Health, and The Herb Companion Magazines. Responsible for launch of

new multi-media pets brand. Generated 500k circulation within 6

months of launch.

. Develop branding and integration guidelines for Television, Magazine,

Website, and Book channels.

. Manage relationships with television producers, create show schedule

and program guide. Establish and maintain sponsor support for brand

with partners, including PetSmart. Offered expertise to PetSmart

sponsor to assist them in launch of www.petsmart.com.

Circulation Manager, Organic Gardening Magazine

October 1997 to October 1998

. Responsible for strategic direction and promotional programs for all

new business sources, including Direct Mail and Premiums, Internet,

House Ads, and Alternative Media.

. Responsible for budgeting, forecasting, 3 & 5 year business plan

modeling and analysis of all sources of Organic Gardening

subscriptions.

Associate Marketing Manager

October 1995 to October 1997

. Responsible for the development and implementation of book promotions.

Budget, analyze, report and forecast all promotions. Work with in-

house statisticians on multi-variant regression modeling to develop

profile for direct mail target profiling.

AMIABLE TECHNOLOGIES, INC Philadelphia, PA.

May 1994 - October 1995

Computer software developer generating $60M within the sign making and

screen-printing industry.

Regional Sales & Marketing Director

. Manage resellers & business growth of computer software in the 15

states of the Mid-Atlantic Region. Generated 40% increase in

territory annual revenue through successful management of resellers.

. Develop business to business marketing programs including direct mail,

telemarketing, and space advertising to support reseller activities.

Lead demonstration and on-site training for large partners and all

national and international trade shows. Major customers include State

and Federal government, all major sports teams, NASCAR, and U-Haul.

COHEN & COMPANY Maple Glen, PA

March 1993 - April 1995

Private company of certified public accountants.

Director of Marketing and Business Development

. Responsible for starting and managing a full service marketing

division to provide all forms of marketing services to the CPA firm

and their clientele. Services include database development and

management, telemarketing, public relations, advertising campaign

development, press releases, print and radio ads, and technical

instruction writing

MCNEIL PHARMACEUTICAL Spring House, PA

May 1991 - September 1991

Ortho-McNeil-Janssen Pharmaceuticals, Inc. is a leader in health care and a

part of $61B multi-national conglomerate, Johnson & Johnson

Sales Analyst / Graduate Internship

. Responsible for analysis and reporting of weekly sales results

and quarterly management reports on prescription writing and

sampling activities used by Sales Representatives & Management.

. Software Trainer: Train bi-monthly, by region, the national sales

force on the use of laptop computers with specialized call tracking

and prescription drug sampling software.

EDUCATION

DeSales University Center Valley, PA

Bachelor of Arts in Business/Communications and Spanish

May 1990

LaSalle University Philadelphia, PA

Master of Business Administration, with a Specialization in Marketing

May 1994

New York University New York, NY

Professional Certificate in Internet Technologies

November 2000

Certified Six Sigma Black Belt, Society of Manufacturing Engineers

March 2003

Multiple courses on Regulatory Requirements, Management, and Marketing in

the Pharmaceutical Industry

ASSOCIATIONS/HONORS

. VaxServe Red Carpet Celebrity - Employee Recognition Program of

Excellence, VaxServe 2009.

. RxClub Gold Award Nominee - Corporate Influenza Materials, 2008.

. Peak of Excellence Award - Ensuring Company Success, Sanofi Pasteur,

2005.

. RxClub Gold Award - New Product Website, Tetanus.org, 2004.

. Catalog Age - 14th annual "Best of" finalist for consumer packaged goods

gift catalog, 2002.

. President's Award - Inventing DT/ADA Diabetes Management Planner, Day-

Timers, 2002.

. DMA International Echo Leadership Gold Award Winner - New book

launch/promotion campaign, 1997, and Fourth Place Winner - for Magazine

launch/promotion campaign, 1999.

. CTM & President, Corporate Chapter of Toastmasters International, 1997-

1999.

. Rodale's Circulation All-Star Award - for Organic Gardening Magazine,

1997.

. Advisory Board Member to the US Postal Inspection Service and Corporate

Representative on Confidence in the Mail Task-Force. Developed USPS

Direct Mail - Best Practices Manual, 1997-1998.

. "Top 8" Direct Mail promotion recognition - Inside Direct Mail, December,

1999.

. Competent Toastmaster, completion of Toastmasters Communication &

Leadership Program, 1998.

. Member, Direct Marketing Association (DMA), and Council Member, 1997 to

present.

COMMUNITY/VOLUNTARY ACTIVITIES

. Founding Sponsor, Fundraising Leader, and Communications Secretary,

Sterling Stirrups Pony Club, 2008.

. Team Lead, Go Green! Eco-Friendly initiative for VaxServe, 2008.

. Team Lead, United Way of Lackawanna County, VaxServe, 2007.

. Author, I Can, I Will, I Do: The Process of Achievement, 2004.

. Financial Board of Directors, Camelot House, Allentown, PA 2003.

. Volunteer of the Year, Lehigh County Humane Society, 2000.

. Keynote Speaker on "Marketing Success from Strategic Planning" to the

Sales & Marketing Executives of the Lehigh Valley, April 20, 1998.

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