BONNIE HENSLER
** ********* ******, ******** *******, GA 30002
abmrvc@r.postjobfree.com
MARKETING - PRODUCT MANAGEMENT - INTERNATIONAL PROGRAMS -
TELECOMMUNICATIONS
Senior executive with over nineteen years of relevant experience, including
P&L responsibility, with an extensive track record of successful domestic
and international marketing and product management initiatives in the
telecommunications, wireless, and financial services industries.
SUMMARY OF QUALIFICATIONS
. Key member of the Executive Management Team and contributor to Board
meetings.
. Managed and developed highly successful marketing, product
marketing/management and research organizations with annual operating
budgets over $60 million.
. Comprehensive background developing and implementing international B2C
and B2B business plans at the regional and corporate levels,
effectively driving cross-functional teams.
. Subject matter expert on a large variety of international markets and
telecommunications products/services.
. Hands-on experience successfully launching go-to-market strategies.
. Extensive product portfolio management experience supporting next
generation products and services in the telecommunications industry,
including developing strategic partnerships.
. Extremely proficient at leading both tactical and strategic marketing
process including lifecycle management, brand management (OEM/private
or white labeled), product positioning, messaging, research and
financial analysis.
. Outstanding record of achievements in startups, new market entry,
international expansion, and developing and launching best-in-class
products.
EXPERIENCE
Xiocom Wireless
VP of Global Marketing February 2008
to Present
Xiocom is a global provider of integrated wireless broadband solutions to
network operators in under-served markets and is backed by strong
investors, Richemont and Remgro. Establishing Xiocom's first global
Marketing department at the corporate and market levels. Expert in
identifying and leading the execution of global market opportunities to
accelerate expansion, increase revenues, and improve profit contributions.
Leverage partnerships with the following: Cisco, Tropos, Alvarion, JiWire,
RoamAD, Mad City Broadband, Boingo, iPass.
. Responsible for delivering marketing best practices for every new
market launch: identify global market opportunities, identify
opportunities for partnership, investment opportunities, develop
market assessments, market sizing, target customer opportunities,
competitive landscape, market drivers to success, and financial
modeling/forecasting and launch global marketing plans.
. Support multiple business models: IP licensing, joint ventures, retail
operators and managed services.
. Manage forecasting and budgeting for corporate and market levels.
. Key contributor in raising investment capital totaling more than $150
million: management presentation, prospectus, financial package, and
corporate/regional market valuation.
. Support IP product portfolio strategy, including voice, data, video
and VAS, across multiple technologies, WiFi, WiMAX, fiber, cable, etc.
. Create repeatable, scalable web-based tools (including, processes) and
best practices that will enable fast and easy subscriber acquisition,
such as online advertising via JiWire, subscriber portals and splash
pages.
. Drive significant results, across multiple market types:
. Rural Southeast (RUS loans/grants) - over 600 subscribers in 60 days
(Internet only initial launch). Received the first and largest RUS
government loan as part of the Economic Stimulus Plan 2009
. Dominican Republic ("Greenfield" wireless/cable) -1,500 subscribers in
30 days (triple play)
. Madison, WI (acquired from AOL) - launched subscriber portals and
marketing efforts contributing to EBITDA positive results within 8
months of acquisition (triple play)
. Panama City, FL (acquired) - launched subscriber portals and marketing
efforts payback within 18 months, due to product re-vamp and upgrade
. Chennai, India (via newly acquired RoamAD)- $6m IP licensing deal
. Build and manage global marketing teams, in-house and outsourced,
ensuring cost effective partnership, skill fit, and scalability.
. Building brand presence across all Xiocom's interests (multiple
brands) in the US, Africa, India, Asia, Australia/New Zealand,
Caribbean/Latin America.
. Lead integrated marketing communications strategy: corporate
communications, sales and marketing to customers, public relations,
and shareholders (Executive Management, the Board and potential
investors).
. Highly involved with industry leaders and influencers as our company
is driving a new industry niche.
EarthLink, Inc.
Director of Product Marketing/Management July 2004 to
January 2008
Led strategic planning and successful execution of product management and
marketing programs/launch plans for Dial, Wireless, Video/Digital TV,
NextGen Broadband and VAS products/services. Managed strategic
relationships with the following: SK Telecom, Sprint, Helio, TiVo,
MovieBeam, CinemaNow, Clearwire, Duke Power, Cinergy Power, Current
Communications, Con Edison Power, Ambient Corp, MetroFi, DigitalPath,
Tropos, ZyXEL, Dish Network, DirecTV, TiVo, Boingo, iPass, and Call Wave.
. Managed over $60MM in marketing budget across all services.
. Extensive media optimization knowledge, in addition to leveraging
the global sales call center initiatives to drive results.
. Grew VAS (value added services) business 34% in 2007.
. Led bundling strategy for EarthLink. Includes Voice, Data, Video
and Wireless services.
. Launched first wireless services in Q4 2005 via Helio, EarthLink's
MVNO/JV with SK Telecom.
. Launched EarthLink's first Satellite TV services via DISH and
DirecTV in Q1 2006.
. Built out EarthLink's Video/content strategy for 2007.
. Implemented first Dial Winback offer which generated an incremental
4,000 subscribers and apprx $800K in the first year in the Direct
Marketing channel.
. Implemented new Dial prepay offer last year which increased sales
by 260%.
. Developed EarthLink's first portfolio strategy for Dial services.
Generated an incremental 33% subscribers in the online channel,
will decrease churn by 50%, and will increase LTV by 200%.
. Drove strategy for Next Gen broadband services, ie BPL, fixed
wireless, and WiMAX (via Clearwire).
o Led first Municipal Broadband WiFi services (Philadelphia)
and test marketing efforts
Automatic Data Processing, Inc. (ADP)
Director of Market Development July 2003 to
June 2004
Led strategic planning and successful execution of client marketing
programs focused on install base, loyalty, referral and viral marketing,
driving additional services revenue, net new customer acquisition and
customer loyalty. Additional responsibilities include P&L, competitive
intelligence, pricing strategy, services lifecycle management and thought
leadership to influence business decisions in determining: viability of
products/services offerings, product/service packaging strategy,
appropriate pricing, target segments to pursue.
. Created first marketed "paperless services solution" that can be
sold with any ADP product, lowering client's total cost of
ownership by 20%. Generated an incremental $42 MM in the first
year.
. Led packaging and pricing strategy for ADP's new self-service
portal offering.
. Developed ADP's first formal HR Business Process Outsourcing (BPO)
product and pricing strategy.
. Led functionality requirements for all ADP services and features to
ensure strategic product direction.
. Created new competitive response programs to drive additional sales
opportunities.
Director of Product Marketing and Planning July 2002 to
June 2003
Led product strategies, developed product offerings, identified support
requirements for each offering, developed service descriptions, service
level agreements, and managed product life cycle for product portfolio ($7
B).
. Established new Product Marketing department from the ground up.
o Designed and launched, PayForce, an Internet-delivered
payroll solution. Concept to launch in 90 days. Generated
incremental sales revenue of $4.5MM in the first year.
o Led development of ADP's first customer advisory board and
customer partner program targeting 50,000 key clients. Also
hosted, annual partner event for over 2,000.
. Designed/launched latest version of ADP's flagship product,
Enterprise HR, an Internet-delivered solution allowing access to
payroll, HR, self-service and benefits information.
CheckFree Corporation (Fiserv)
Team Lead of Electronic Commerce Product Marketing/Management May
2000 to March 2002
Led product management team for electronic bill pay (EBP) and personal
finance management (PFM) products, including: business case development,
initiating research programs, market analysis, segmentation/targeting,
financial forecasting, budgeting, P&L, channel launch, leading
interdepartmental product development efforts and working with Product
Development on product specifications, IT development and system
integration.
1. Led interoperability initiative across wireless
PDA's/WAP/cellular/land-line phones and Money/Quicken.
2. Designed/launched new wireless EBP product, increasing revenues 100%.
First real-time EBP enrollment via Equifax and Esperian.
3. Designed/launched new EBP phone product utilizing natural language
speech recognition technology, increasing EBP revenues by 175%.
4. Designed/launched new automated self-help customer care system with
natural language speech recognition technology, reducing Customer Care
call volume by 15% and costs by 20%.
5. Implemented first aggregation capabilities in web platform, called
"Scrape&Pay", for Intuit, Yahoo!, Bank of America, and the United
States Postal Service.
BellSouth Corporation
Senior Network and Broadband Product Marketing/Management Manager April
1997 to April 2000
Responsible for product management of 18 data and analog dedicated access
products and features within the Private Line Services portfolio ($300 MM).
Also, led product marketing for Data Long Distance Services (Qwest), Voice
Conferencing Services (Global Crossing), and Voice over Internet Protocol
(IP) strategy (Cisco). Additional responsibilities include: P&L, business
case development, product specifications, IT development and system
integration, segmentation/targeting, financial forecasts and budgeting,
channel launch.
6. Implemented cost reduction project identifying key analog services
that should be migrated to digital. Generated an additional $3.4 MM
in 2000.
7. Oversaw retirement of services provisioned through 2 operation centers
in Florida and South Carolina.
8. Received Department Head Excellence Award for 1999 Long Distance
Launch with Qwest and in 1998 for exceeding Voice Conferencing product
forecasts for 1999 by 181%, from $362 K to $1.02 MM.
9. Led training for over 1,800 sales representatives on the BellSouth
Long Distance/Qwest Team.
10. Created first Campaign Planning via PeopleSoft CRM to measure
promotion results.
11. Created a process to measure out-of-region 800 revenue resulting in an
additional $300K in contribution.
12. Successfully launched Conferencing on Demand Services, increasing 1998
contribution revenues by 100%.
13. Launched first Hispanic marketing campaign targeting small businesses
in South Florida.
United Parcel Service
Ground Services Product Marketing/Management Manager August
1995 to May 1997
Development and management of UPS commercial and residential Ground
Services ($18 B service):
14. Implemented Remote Delivery Program saving daily rural delivery costs
($200 MM in savings).
15. National rollout of Common Carrier Ground/Air Hundredweight Service
(incremental $200 MM).
Marketing Research Project Manager March 1993 to
July 1995
Managed ad hoc research and quarterly measurement of customers'
satisfaction ($1.3 MM research program).
EDUCATION
Master of Business Administration, Brenau University, GPA 4.0
B.S. in Marketing, concentration in Sociology, Auburn University
Marketing, Product Marketing and Management Guest Speaker at Auburn
University and West Georgia College, Quarterly