Sales Manager

Alexandra Sena

***** ********** ***., ***** *******, CA 91355 213-***-**** ( E:

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Director Sales / Marketing ( Senior National Sales Manager

Consumer Packaged Goods ( Media & Entertainment ( Licensed Product

Top revenue producer...surpass targets in declining market.

Sales executive with over 14 years of leadership consistently producing

multi-million dollar revenue increases through aggressive sales, marketing,

and strategic client partnerships in the consumer packaged goods sector.

Conceptualize and launch tactical campaigns that turnaround declining sales

and reposition brands for bigger market share in competitive markets.

Innate ability to originate sales in varied industries, identifying revenue

potential, creating new channels, and year-over-year revenue growth.

Skilled communicator, influencing and leading top producing sales teams and

leveraging strong long term relationships with key decision makers.

Expertise includes:

New Business Development Branding Competitive Analysis

Merchandising Market Analysis

Client Relations Product Launch / Rollout Market Penetration

Sales Forecasting / Product Marketing Staff Management

Promotions

Presentations

Professional Experience

media blasters LOS ANGELES, CALIFORNIA 2005 - Present

Headquartered in New York City, producing and distributing DVDs, Blu-Ray,

books, video games, toys and novelty items for the Home Entertainment

market in all classes of trade, including Wal-Mart, Sams, Costco, and Best

Buy. Annual revenues of $20M with 50 employees.

DIRECTOR OF SALES/MARKETING

Identify and develop new business leads that generate 60% of company sales

to top retail channels including Wal-Mart, Target, Costco, Sams, and Toys R

Us and distribution to VPD, Ingram, and Baker & Taylor. Produce sales

forecasts, secure buy-in commitments, and manage all new release and

catalog assets. Direct reports of four National Sales Managers across

national regions and oversight for growth and management of all US and

Canadian territories. Maintain strategic relationships with retail and

distribution partners to create key product placement and visibility,

negotiating marketing development funds to increase brand awareness.

o Increased book business for newly launched products by 2000% in first

year, and consistently grew sales revenues by 15% each year by

aggressively pursuing strong partnerships and opening major accounts

in retail and distribution channels.

o Generated 35% growth each year in a declining market, by initiating

and creating a target list of new revenue source with Wal-Mart-

regained share of limited shelf space from major studios such as

Universal and persuaded retailer to test Tokyo Shock product line in

150 stores with 60% sell through.

o Pitched the Voltron series as part of a Transformers month-long Endcap

to coincide with the release of Transformers 2 in Q/3 2009. Won the

placement and secured six out of the 15 Wal-Mart Endcap slots with

Voltron product-project sales of $2M.

o Conceived and initiated a new channel of business for company owned

properties by negotiating a strategic licensing partnership with ODM.

Licensed properties are on T-shirts and novelty items in major retail

channels and new partnership increased overall net sales 5% in 2008.

TOKYOPOP LOS ANGELES, CA 2002 - 2005

Leading graphic novel publisher in the United States with global platform

and utilizing all entertainment mediums including books, DVD, toys and

merchandise. Employed 80 staff worldwide.

SENIOR NATIONAL ACCOUNTS MANAGER

Pursued and established partnerships with national and book trade accounts

such as Borders, Barnes & Noble, Wal-Mart, Club Accounts and Scholastic.

Developed and produced sales forecasts and secured buy-in commitments from

key accounts. Executed key strategies to place and promote product,

including dedicated space Plano grams, corrugates, and featured Endcaps.

Created retail ad and online campaigns as well as exclusive product

promotions to increase product awareness.

o Boosted revenue $8M by introducing new line of graphic novels and

licensed product to penetrate mass market (Wal-Mart, Target, Sams

Club, Costco). Designed exclusive soft bundles, special packaging, and

added customer value items to entice clients to test graphic novel

versions of popular studio brands such as Lizzy McGuire, SpongeBob,

and That's So Raven.

o Doubled Borders/Walden business to $6.4M in 2004 by convincing the

buyer to increase product section from 50 to 100 feet. Increased buys,

placement, and visibility and spent marketing development funds on

dedicated Endcaps, Plano grams and display racks. Tokyopop became

leading publisher and graphic novels/manga one of few growth

categories in publishing industry in weakening market.

o Enhanced revenues $1M in 2004 through strategic sales of licensed

product and toys in unconventional specialty markets including Hot

Topic, Pep Boys and Toys R Us.

BONUS BOOKS LOS ANGELES, CA 2001 - 2002

A 40-year publisher of non-fiction and self-help books with 10 Employees

and $5M in annual sales.

MARKETING DIRECTOR

Designed national publicity campaigns for front list books and arranged

national and local newspaper and magazines reviews. Coordinated and managed

promotional tours, book signings, special events, and liaison for celebrity

guests. Direct report of two marketing managers and delegated and

supervised every phase of media campaigns. Created strategic partnerships

to accelerate the positioning of a new release.

o Negotiated a tactical partnership between Bonus Books and MSN 8

Parental Controls for Safety Monitor (online safety book for parents)

resulting in a national tour and a spot on the Oprah Winfrey Show.

o Directly contributed to sales of 20% of all books in 2002, driving

publicity campaign for the 9/11 book, Covering Catastrophe. Secured

hundreds of nationally syndicated radio interviews, TV spots on The

Early Show and Chris Matthews, and print coverage including NY Times,

LA Times, and Boston Herald.

o Devised and launched a successful publicity campaign for Hal Lifson's

1966! Secured celebrity event including Adam West, Julie Newmar and

Michelle Phillips with book hitting Amazon's top 100 bestselling book

list during launch.

PRIOR PROFESSIONAL EXPERIENCE

Marketing Consultant, Boring Promotions, Los Angeles, CA

Education

Bachelor of Arts

Hofstra University, Long Island, New York, 1994

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