Manager Sales

CHARLENE STENGER

** **** **** **** ******: 949-***-****

Irvine, CA 92603 ********@***.***

Creative, analytical Marketing Manager who can build brands on a lean budget. Proven ability to

create and implement marketing plans that maximize sales on investment.

Experience

Magellan Navigation, Inc. 2002-2008

$500M San Dimas, CA manufacturer of outdoor recreation and GPS vehicle navigation systems

Senior Manager Customer Insights (Market Research) & CRM

Responsible for all market research regarding GPS, LBS, connected navigation, mobile navigation trends,

unit and volume forecasts, competition, and pricing.

Delivered company’s first annual Market Research Plan incorporating primary studies focusing on key

consumer product wants/needs, brand measurements and secondary research from Gartner, IDC,

iSuppli, ABI, Forrester, Canalys, NPD, JD Powers, social media research firms and others. Synthesize

research and present key findings to management, product and engineering groups.

Created company’s CRM and customer loyalty program including software specifications and vendor

recommendations.

Senior Channel Marketing Manager

Responsible for all domestic and international marketing programs, including new product launches,

visual merchandising, sales support materials, retail training, packaging, promotions, co-op advertising

and MDF. Manage one associate. Strong working relationship with field sales.

Increased sales from $50 million to over $500 million in five years by developing and implementing

creative, award-winning, brand building marketing programs for outdoor and PND products.

Created and launched over 100 unique products. Developed all launch packages including collateral,

presentations, product demos, channel training materials, online tools and retailer support materials.

Developed special packaging, bundles, planograms, and displays for Costco, BJ’s, Wal-Mart, Target,

Best Buy, and other accounts resulting in incremental sales of over $70M in 2006.

Led $4M national rebate programs and partner promotions with Bushnell, Coleman, and Canada Dry.

United Ad Label / Veriad, a Moore Company 1999-2001

$35M Brea, CA based manufacturer and distributor of medical and business-to-business supplies

Director of Marketing

Responsible for product marketing, marketing communications, direct mail catalogs and CRM/database

marketing. Direct report to the President and member of Executive Staff. Manage staff of 17 and a $4

million budget. P&L responsibility.

Created e-commerce business plan and launched new web site- www.veriad.com, with over 8,000

products. Launched online advertising, SEO and SEM, increasing revenues by 5% of sales.

Redirected company from a catalog to a CRM lead generation model, reducing budget by 15+%.

Repositioned and branded company from United Ad Label to Veriad, hiring advertising and PR

agency and developing consistent brand image across all channels.

Western Reserve Products 1998-1999

$53M Nashville, TN based manufacturer of doors for the building and home center markets

Vice President of Marketing

Hired to launch a new product line into new distribution channels. Direct report to the President and

member of Executive Team. Managed 17 in Marketing and Customer Support.

CHARLENE STENGER

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Created brand structure and developed marketing plan to launch a patented acrylic window into the

retail home building channel and into distribution.

Developed and implemented a communications program that resulted in retention of all major

distributors during a $1.4M backorder situation.

Toshiba America Information Systems 1994-1997

$4B global manufacturer of computers and technology products located in Irvine, CA

Senior Marketing Manager- Strategic Initiatives

Led marketing for start-up internet business opportunities. Manage a staff of 3 and a marketing budget of

$1.5 million. Report to the Director, Strategic Initiatives.

Led a cross-functional team to develop Internet services targeting mobile executives.

Customer (Channel) Marketing Manager

Led marketing to increase sales of notebook computers to small business, SOHO, and education channels.

Partner with Retail Sales in creating customer solutions and channel promotions.

Generated $17+ million in sales by creating a retail channel promotion that included 13 strategic

marketing partners. Sourced partners. Promotion delivered over $3M in value-added offers.

Pioneered major market research customer segmentation study of 2,600 users and intenders.

Linked study to TQM “Houses of Quality” approach as a basis for notebook product development.

Developed electronic registration software program that increased response rate from 35 to 72%.

Created sales associate launch program for new desktop product launch.

Managed Microsoft Education program resulting in the creation of a line of education notebooks.

Avery Dennison Commercial Products Division 1990- 1994

$6B global office, computer supplies, and adhesives manufacturer located in Brea, CA

Product Manager, New Product Development -Mass Market

Responsible for developing new products from ideation through launch. Supervised marketing analyst

and $1 million product development and communications budget. P&L responsibility.

Developed and introduced the world’s first erasable marker as part of a new $7 million school supplies

line. Led cross functional team to develop and launch patented product.

Established and chaired new product development process (stage gate) including monthly reviews.

Sourced and set up relationships with writing instrument manufacturers from China and Japan.

Negotiated first licensing agreement with Major League Baseball resulting in new $1 million.

toy/collectibles product line sold to Toys “R” Us. Hired and led independent toy rep sales force.

Awarded Avery’s highest honor, Outstanding Achievement Award, from a staff of over 500.

Prior Experience- Product Manager and Director of Marketing, Scripto writing instruments; Product

Manager for PacTel Cellular; Product Manager for Richardson-Vicks, (P&G); Copywriter and Creative

Director for an advertising agency.

Education/ Affiliations

MBA, Pepperdine University, Malibu, CA

BA, Duquesne University, Pittsburgh, PA

E-commerce Certificate Program classes, UCI Irvine

Board, American Marketing Association- OC Chapter; Direct Marketing Association

Numerous creative awards - Bronze POPAI award, 1 ADDY Gold and 4 ADDY Bronze awards

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