Manager Sales
Resume:
LAUREL AYNNE COOK, MBA
Goodlettsville, TN 37072
Home: 731-***-**** *************@*****.*** www.linkedin.com/in/laurelcook
Brand Management • Advertising/PR • Event Planning • Marketing Communications
SUMMARY
Results-driven brand manager with experience coordinating product launches and nationwide marketing communications.
Highly effective in partnering with managers and external vendors to maintain brand messaging as well as product and
channel support. A natural leader with excellent interpersonal, verbal, and written communication skills. Creative and
motivated with a drive and commitment for marketing excellence. Proven success in building superior brands and managing
the dynamics of getting products to market in an ever changing environment. Expertise includes:
Strategic Product Support Planning Collateral Design, & Implementation
• •
Photo/Video Creative Direction Print Procurement Implementation and Transition
• •
Merchandising and Plan-O-Grams Internal/External Communications & Education
• •
Trade Show & Event Management Comprehensive Presentations
• •
PROFESSIONAL EXPERIENCE
BLACK & DECKER, Jackson, TN 2003 – 2009
Assistant Brand Manager
Organized a 16-person cross-functional team to communicate, via print and online, consistent marketing brand objectives.
Managed the development and execution of multiple key product launches for DELTA Machinery. Led the operation of
brand plans that supported the growth and profit initiatives for DELTA PORTER-CABLE, divisions of Black & Decker.
• Ran all branding facets for Delta Machinery product launches. Each was supported with collateral, innovative point-of-
purchase materials and merchandising from the early phases of planning to the final stages of production. As creative
director, all beauty, feature and action images were clipped, color-corrected and released into a digital asset manager.
Videography included scripting and editing before final production. A visual design language was implemented into the
advertising, PR and web campaigns and reflected in all launch materials. Responsible for a $55K budget.
• Worked with product and channel teams to compose marketing information communicated to sales teams and nearly
3,000 national accounts in a mailing called ‘The Plan’. This publication resulted in the on-time or often early receipt of
the brands’ new product, pricing, and promotional messaging each quarter.
• Managed PR agency execution on a day-to-day basis. Product launch support included the preparation of press kits and
the coordination of inquiries and product requests from the media. This commitment often resulted in early and
prolonged exposure for the largest product launches. All print and online media clips were monitored and reported post-
launch to track and monitor brand health metrics.
• Composed and managed the first tri-branded full-line catalog for the Delta, Porter-Cable, and Biesemeyer brands.
Information from the catalog was then used to populate the intranet (ToolNet) and the Delta Porter-Cable website.
• Planned multiple press and distributor events including Porter-Cable’s 100th anniversary celebration, the “Revolution”
co-branded campaign, the Unisaw launch event at the Jackson manufacturing facility, and 8 national trade shows.
• Exploring the benefits of social media, a first in the power tool industry, was the newest development for the brands. An
online community was created as a way to reach consumers using new technologies and web interfaces.
KEY ACCOMPLISHMENTS:
• The launch of the Delta Machinery Unisaw became the most successful launch for the past 10 years in a challenging
and under-funded environment. The process yielded a highly praised, award-winning “The World’s Only Unisaw:
Reinvented” advertising campaign.
• By utilizing online components, costs for ‘The Plan’ were reduced by 91%, annualized savings of $213,324.
• Earned Special Recognition award from customer and technical service departments for cross-training programs.
• With 18 months of research and planning, the dual catalog reached a record-setting accuracy level of 95%.
• Integrated a new print procurement system called Cirqit into current workflow procedures, reducing print and
merchandising costs by at least 20%.
LAUREL AYNNE COOK PAGE TWO
PROFESSIONAL EXPERIENCE, CONT.
PENTAIR, INC, Tools Group, Jackson, TN 2003 – 2004
Marketing & Advertising Associate
Worked with a staff of graphic designers, product, channel and brand managers to create sales collateral for new stationary
and portable power tools for the DELTA Machinery and PORTER-CABLE brands.
• Maintained commitment to distributors by organizing and distributing the quarterly PLAN mailing. Met all production
and delivery goals and objectives.
• Utilized as liaison between sales team members and product managers in order to better educate and train the sales force
on the features and benefits of the newest tools and equipment.
• Implemented new procedures in trade show management to provide a more efficient floor layout. Convention center
invoices reflected a significant reduction in drayage and electrical costs.
• This position was transferred to Black & Decker when the company was purchased in October of 2004.
SCHURMAN FINE PAPERS, Goodlettsville, TN 1997 – 2000
Human Resources & Inventory Assistant
Produced, with the HR administrator, ways to increase employee morale through employee activities and programs.
• Aided the company’s director in researching and compiling the bi-annual business report.
• Inventory management responsibilities required efficient and immediate conflict resolution skills. Planned weekly
schedules for the shipping and receiving department. Reorganized the department’s electronic and paper files,
improving daily workflow.
ASSOCIATIONS/ COMMUNITY SERVICE
Association of National Advertisers (ANA), Member
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Association of Woodworking and Furnishing Suppliers (AWFS), Member
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American Association of Woodturners (AAW), Member
•
March of Dimes, Volunteer
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Relay for Life, Volunteer
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Hands Deaf Ministry, Member
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Kappa Delta Sorority, Fundraising Chair and Girl Scout Coordinator
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SPECIAL TRAINING
Printing Industries of America (PIA) and Graphic Arts Technical Foundation (GATF) Workshop
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Lean Six Sigma (6σ) Green Belt
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Woodworking 303- Stationary & Bench Top Tools Advanced Workshop
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B&L Custom Woodworking & Turning Basics
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TECHNICAL SKILLS
Windows XP
Operating Systems:
Adobe Photoshop 7.0, Illustrator CS2, Acrobat 8 Standard, Microsoft Office 2007, SAP Front
Software:
End Mainframe, Java, Business Warehouse, Minitab 15 Statistical Software, NXPowerLite 3 File
Optimizer, Outlook Express 6.0, Microsoft Office Communicator, and Cirqit® Print Procurement
Online, ToolNet Web-Based Data Management
EDUCATIONAL PREPARATION
MBA, Master of Business Administration, 2007
BSBA, Management Major, Marketing Minor, 2001
UNION UNIVERSITY, JACKSON, TN
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