Manager Sales
Resume:
Brenda Cinotto
Email: *********@********.***
Address: *** ** ******* ****
City: Keller
State: TX
Zip: 76248
Country: USA
Phone: 817-***-****
Skill Level: Experienced
Salary Range: 105
Willing to Relocate
Primary Skills/Experience:
See Resume
Educational Background:
See Resume
Job History / Details:
Brenda Cinotto
709 St Andrews Lane
Keller, Texas 76248
*********@********.***
Accomplished, forward-thinking marketing leader proficient in developing best in class marketing programs to directly connect with the consumer. Proven record of developing creative activation programs from campaign creation, delivery and measurement, including category management plans and fully integrated 360marketing programs, that delivers immediate sales results within budget and on-time.
Core Competencies & Strengths Include:
Strategic & Tactical Market Planning Product Positioning & Value Propositions
New Product Introduction & Launches Portfolio Management & Customer Retention
Budget Allocation and Management Brand Development & Market Penetration
Program Objectives & ROI Product Refinement & Life Cycle Management
Traditional and New Media Promotion Campaigns Multi-Channel Sales & Marketing Strategies
Strategic Alliances, Joint Ventures & Partnerships Creative Branding & Marketing Communication
PROFESSIONAL EXPERIENCE
TELETRAC, Arlington, TX Feb. -May 2012
Product Marketing Manager
Manager the product marketing launch initiatives for new SaaS (Software as a Service) releases and marketing promotional material to increase market share and brand awareness for Teletrac in the Telematics industry.
* Launched Fleet Director 9 software release and a new 7-inch color touch screen tablet for in-cab navigation, 2-way messaging and DOT compliance. The new product release continues the transformation of Teletrac as a leader in a consolidated industry as a software service provider.
* Managed corporate staff to meet launch, training and business presentation targets and to maintain good interpersonal relations with customers and fellow colleagues.
* Planned, developed and executed new product launch materials including brochures, trade show signage, press releases, advertisements, catalog, web content, white papers and FAQ's.*
* Collaborate with the sales team to understand and define needs for promotional materials utilized by channel in the selling process, including sell sheets, videos, FAQs, glossaries, and white papers, and spearhead the initiatives for their development.
HUAWEI TECHNOLOGIES, Plano, TX 2010 2011
Director, Channel Marketing & Sales
Led initiative of direct sales to global big-box retailers in the United States. Managed retail partner relationships, orchestrating all aspects of solution selling, directing sales-oriented marketing activities and driving business planning, product offering, and marketing promotions. Developed sales and marketing plan and prepared reports for upper management including sales forecasts, account status and competitive assessments.
* Sold in the first Google-certified Mobile Internet tablet to the NA market. The mid-tier Android tablet drove mass market acceptance of tablets and provided a new channel for Huawei products. Efforts generated an initial $2.0M revenue breakthrough in the retail channel.
* Gained foothold in penetrating Walmart and RadioShack accounts by escorting sourcing team to Shenzhen, China to corporate headquarters for a tour of manufacturing facilities showcasing new product initiatives and manufacturing capabilities.
* Collaborated with Shenzhen headquarters to localize global marketing materials. Presented US retail business model and ways-of-working processes to HQ to help increase understanding of the U.S. retail market.
Brenda Cinotto Cell: 817-***-**** *********@********.*** / www.brendacinotto.com Page 2
VERIZON, Irving, TX 2009- 2010
Consultant
Managed internal readiness of marketing operations as part of the dedicated acquisition team in the sale of Verizon`s local wireline operations serving residential and small business customers in 14 states. Led the development and execution of marketing programs for FiOS and HSI consumers pre-sale through 90 days post-sale to increase retention and loyalty.
* Managed transition planning of six different business tracks (systems, vendors, staff, funding and costs, products, and marketing programs that were to be replicated and moved to the new company prior to FCC approval of sale of Verizon`s local wireline operations serving residential and small-business customers in 14 states).
* Executed research and focus groups that identified remote control design changes to drive the re-design of a new remote control. Led launch of a new remote resulting in annual savings of $10M.
* Developed marketing collateral for POS to help educate consumers on HSI router connection and wireless network connection; actions resulted in increasing online engagement by 20% and decreasing FSC call volume by 16%.
NOKIA, Irving, TX 20062009
Sr. Marketing Activation Manager (20072009)
Direct advertising, experiential, digital, branded environments, public relations activation of product launches and marketing programs to increase Nokia brand preference and deliver sales for channel carrier partners. Served as a SME (Subject Matter Expert) for North America on global marketing team for product advertising localization. Managed two direct reports.
* Created a uniquely engaging marketing program utilizing the movie blockbuster, The Dark Knight, exclusively with Verizon Wireless with the launch of an exclusive device and content that positioned Nokia and Verizon Wireless as technology partners and entertainment facilitators. The program centered on the development of the micro site, www.fightforgothamcity.com that won a 2008 IMA award for Outstanding Achievement in website design and development. Program resulted in a new revenue stream from a channel that had been inactive for almost two years.
* Drove the development of a branded, in-store POS display for Nokia unlocked devices. Display helped Increase CompUSA store sales in wireless devices by 20% YOY.
Sr. Retail Channel Marketing Manager (20062007)
Drove account management for the development of marketing programs that focused on unique retailer strengths in collaboration with carriers.
* Successfully launched product programs at Best Buy and CompUSA.
* Promoted to Marketing Activation Manager in February 2007.
RADIOSHACK, Fort Worth, TX 20012006
Director, Marketing Communications & Brand (20052006)
Drove the strategic development and execution of a Fortune 500 advertising and branding to drive top line sales and gross profit margins year-over-year. Executed national advertising for corporate and franchise owned stores including Point-of-Sale, Out of Home, newspaper ads, print, direct response, TV, radio, experiential, and sports marketing sponsorships. Led external agency relationships in the integration and 360activation of both general and Hispanic markets to support corporate initiatives, new product launches and creative development of brand and product advertising. Accountable for the $50M production budget. Managed 5+ direct reports.
* Drove the integration and execution of the most successful Black Friday in RadioShack`s history. The company`s Red Chair Campaign was its first integrated marketing campaign in more than 10 years for both general and Hispanic markets. The campaign received a Gold Award from the National Retail Federation for effectiveness and results. Hot Friday in-store traffic rose 30% YOY.
* On-boarded a new advertising agency. Drove the process of dividing the internal and external agency projects; actions included implementing timelines and go-to-market processes and integrating processes and internal and external teams. The reduction in agencies generated a 25% savings in production expenses in the first year.
* Developed the sports marketing strategy and activation of sponsorship agreements including those for MLS, NASCAR and the Dallas Mavericks.
Brenda Cinotto Cell: 817-***-**** *********@********.*** / www.brendacinotto.com Page 3
RadioShack Corporation (Continued)
Product Manager, Modern Connected Home Business Unit (20032005)
Directed and supervised all activities related to the Connected Home product management including - promotion, product documentation, launching, packaging and product campaign/advertising.
* Drove product market strategy for the $650M Connected Home Business Unit, utilized NPD data and consumer insights to analyze product categories, and developed strategic recommendations as a part of the yearly go-to-market strategic plan.
* Orchestrated an SKU reduction initiative across three business categories that resulted in a 38% reduction in SKU count and $450K in annual savings.
* Developed the strategic plan for digital imaging that led to the spin off of a separate $150M strategic business category.
* Promoted to Director, Marketing Communications & Brand, in January 2005.
Marketing Communications Manager (2001-2003)
Led the execution of the B2C advertising and promotional programs for RadioShack's Modern Home Division with $1.1B in revenue.
* Highlight: Developed direct response broadcast campaign surrounding the RF Modulator in 2002 December time period to increase sales. Achieved a 489% top line sales gain over the prior period, resulting in top line ROI of $3.54M.
* Promoted to Product Manager, Modern Connected Home Business Unit, in 2003.
Other Positions:
Marketing Manager, ULTRAK in Lewisville, Texas, from 19992001; Managed the advertising and public relations programs for a $200 million security surveillance manufacturer.
Highlight: Drove the development of a corporate ID redesign of the product collateral for consistent brand look and feel across multiple vertical markets and product categories
Marketing Services Manager for SPEEDLINE TECHNOLOGIES in Grand Prairie, Texas, from 1996-1999; Managed the communications programs for a $110 million high-growth manufacturer in the electronics industry, as part of a $3.3 billion conglomerate.
Highlight: Created a distributor program that increased rep sales by 22% in its first year.
EDUCATION
Master of Business Administration, Business Administration, Texas Wesleyan University, Fort Worth, TX
Bachelor of Science, Marketing, Winona State University, Winona, Minnesota
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