Sales Marketing
Resume:
NATALIE CHAPMAN SEVERINO
*** ******* ***** • San Jose, California 95136
408-***-**** • *******.*******@*****.***
DIRECTOR OF MARKETING: Channel, In-Store & Shopper Programs
Dynamic professional with more than 15 years of experience driving retail and e-commerce revenue
growth through design and execution of high-performance marketing strategies. Innovative
competitor with proven ability to generate sales, margin improvements, and market share gains by
effectively synthesizing analytic and creative approaches. Demonstrated strength in identifying key
opportunities and profitably allocating investments. Motivational team builder with strong track
record of developing talented employees and leading cross-functional implementation teams.
Strategic & Tactical Market Planning • Multimillion-Dollar Budgets • Competitive Positioning
Category Management • Partnership Negotiations • Campaign Development • Merchandising
Agency & Vendor Management • Channel Strategy • Consumer Insights • National Promotions
Market Penetration • Advertising • Cost Controls • Process Improvements • Client Relations
PROFESSIONAL EXPERIENCE
LOGITECH, Fremont, California • 2007-present
Global consumer electronics and computer hardware company with $3B in annual revenues.
Director, AMR Channel Marketing
Grow revenues and market share as head of Channel Marketing organization for Logitech’s $1B
Americas business. Oversee merchandising, rebate, and promotions budgets totaling $73M+ with
influence over an additional $75M in trade spend. Lead 10-member team of managers and
marketing professionals. Supervise creation of merchandising, advertising, and category
management programs pitched to reseller partners. Direct program implementation, field
merchandising, and sales training efforts for retail and call center groups.
Financial Results:
• Boosted sales 20% and gained 6.8 share points by increasing advertising and promotion
frequency 43.4% in first 9 months, including 5.3 point jump in holiday share of voice.
• Slashed excess inventory, produced 36% year-over-year sales growth, and secured 8.5 point
market share advantage by outperforming competition in 2008 Black Friday campaign.
• Expanded webcam category sales 40% within 12 weeks of rolling out new reseller
merchandising and category management program.
• Attracted $8M in display order revenue and other sales by opening new college bookstore
channel and creating successful back-to-school promotional campaign.
Strategic Improvements:
• Advanced long-range planning and competitiveness by transforming go-to-market planning with
12-18 month outlook versus prior emphasis on 3 month opportunity pipeline.
• Reduced marketing development fund (MDF) spend, enhanced budget control, and garnered
increased retailer investments by successfully negotiating for sales performance objectives.
• Optimized e-commerce channel marketing by reallocating investments, updating online
merchandising, and adding rich media.
• Leveraged consumer insights gleaned from internet communications shopper research to
enhance packaging and category merchandising in partnership with top retailers.
Resume
NATALIE CHAPMAN SEVERINO • Page 2 • *******.*******@*****.***
INTUIT, Mountain View, California • 1992-2007
$3B industry-leading financial software provider with international customer base.
Group Manager, In-Store Marketing (2004-2007)
Drove in-store marketing programs for Intuit’s top retail products, including TurboTax, QuickBooks,
and Quicken. Managed $12M+ merchandising and market research budget. Supervised team of 5
marketing professionals. Directed outsourced creative development and display merchandising
work. Oversaw bid process, agency and vendor selection, score carding, and annual reviews.
Partnered with retailers to design and implement category management programs. Interfaced with
C-level executives to review creative direction and marketing strategies. Participated by invitation in
Intuit’s Fast Path Leadership Development Program.
• Revolutionized software merchandising at retail level by researching consumer insights through
partners such as Best Buy, Staples, OfficeMax and Wal-Mart. Authored textbook on shopper-
based principles for sales, marketing, and business unit leaders.
• Accelerated shopper decision-making process while simultaneously bolstering purchase
confidence by orchestrating effective packaging and merchandising improvements.
• Delivered 100% employee engagement scores in independent annual survey by Sirota.
• Provided unparalleled retail sales support, rebate promotion monitoring, circular advertising
tracking, and advertising kits through Marketing Assets website.
• Earned Chief Marketing Officer (CMO) Outstanding Marketer Award and Outstanding Marketing
Achievement (OMA) Display of the Year, Temporary Division Award for TurboTax.
Senior Account Marketing Manager, Office Products Channel (2003-2004)
Conceptualized and executed marketing strategies for $145M in retail sales through Staples, Office
Depot, and OfficeMax accounts. Led pitch development and negotiations with full responsibility for
robust demand generation, $16.4M MDF and promotions budgets, and $60M Staples account P&L.
Identified and prioritized marketing opportunities across all accounts. Oversaw cross-functional
channel marketing, sales operations, supply chain, credit and collections, and legal teams.
• Won Staples Software Vendor of the Year Award by optimizing product assortment, revenue
opportunities, and account profitability.
• Generated advertising and in-store positioning gains while containing costs through strategic
renegotiation of $7M MDF program with Staples.
• Coordinated Quicken’s largest co-branded direct mail initiative, partnering with OfficeMax and
internal teams to launch 1M piece campaign.
• Strengthened retailer account relationships by promoting increased understanding of pricing,
margin, funding, and marketing requirements at corporate level.
Account Marketing Manager, Mass & Club Accounts (2002-2003)
Produced nearly 60% of Intuit’s total retail growth by driving $110M in sales through mass
merchants and warehouse clubs, including Wal-Mart, Target, Costco, and Sam’s Club. Engineered
long-range account strategies and business cases for funding specific opportunities. Managed
cross-functional program execution teams.
• Stimulated 29% TurboTax sales improvement by negotiating exclusive register tip placement at
all Target stores in exchange for custom SKU and cooperative marketing programs.
• Increased sales of TurboTax and Quicken products more than $7M by developing, pitching, and
winning exclusive deals with warehouse club retailers.
• Captured $1.2M in incremental revenue by creating promotional campaign leading to distribution
of Quicken Premier software through Costco stores.
Resume
NATALIE CHAPMAN SEVERINO • Page 3 • *******.*******@*****.***
Channel Marketing Manager, Quicken (2000-2002)
Developed and executed annual retail channel strategy for $60M Quicken product business.
Controlled demand generation mix, timelines, pricing, merchandising, and go-to-market plans with
$2.3M budget and dotted line oversight of 2 marketing associates. Supervised retail campaign
development and point-of-purchase materials design by external creative agencies. Negotiated
marketing objectives, product placements, and MDF plans with top retail accounts.
• Saved $250K in annual display costs while raising display quality and broadening national
placements by leading crucial vendor review.
• Enhanced return-on-investment (ROI) by overhauling account marketing plans in line with
analysis of circular advertising success criteria.
• Sharpened competitiveness by architecting year-round promotional strategy with well-defined
performance metrics and operational response recommendations.
• Honored with Channel Marketing Achievement Award.
Channel Marketing Specialist, Consumer Products (1999-2000)
Orchestrated implementation of retail channel programs for TurboTax and Quicken. Created
advertising kits, order information sheets, retail MAP policies, performance reports, and other
marketing communications. Designed POP collateral and retail displays. Analyzed in-store
performance metrics and produced merchandising forecasts. Trained retail merchandising teams to
execute campaigns prior to each new launch.
• Increased units on display 56% and reformulated product mix with 12% growth in high-end
SKUs for 2001 Quicken launch by executing buy-in recommendations.
• Recognized with Intuit Values Award and quickly promoted to Channel Marketing Manger.
Sales Project Specialist, Sales Operations (1997-1999)
Led retail launch projects for Quicken, TurboTax, and QuickBooks. Formulated timelines and
tracked stakeholder performance. Developed model for comparing account purchase commitments
with forecasts. Channeled intelligence to manufacturing and resource planning groups. Published
Retail Business Practices Guide covering all touch points with Intuit’s retail partners.
• Recovered $500K in annual costs through implementation and management of On-Site
Destruction Program utilizing data from external audit and analysis of retailer inventories.
• Minimized order entry errors by standardizing and documenting sales operations procedures.
Earlier roles with Intuit include Distribution Account Specialist and Senior Account Coordinator,
Sales Operations.
PROFESSIONAL DEVELOPMENT
Intuit Fast Path Leadership Development Program I & II
Leadership California Annual Issues Program
Situational Leadership
Framing for Success
PROFESSIONAL AFFILIATIONS
Point-Of-Purchase Advertising International (POPAI)
Awards Judge, Outstanding Marketing at Retail Achievement (OMA) and Design of the Times
(DOT)
In-Store Marketing Institute
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