Marketing Sales
Resume:
K S E N Y A H A R M E L I N R sum
SUMMARY:
Ksenya brings over fifteen years of experience in SMB environment. Throughout the
broad range of industries, she has proven to leverage minimum resources to yield
maximum impact, resulting in rapid increase of customer base and profit. Ksenya is an
expert in using comprehensive span of marketing tactics, fin ding creative solutions for
the mid-size companies to effectively compete for market share alongside industry
giants.
Strategy, management, execution
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B2B, B2C
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Integrated marketing and communications => public relations, tradeshow management,
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branding, creative services, SEO/SEM
Design, Writing, Presentation
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Multi-Industry => life sciences, high-tech, hospitality, consumer goods
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SKILLS:
Accomplished cross-discipline marketer working for over fifteen years with major consumer
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brands on the corporate and agency side. Equally adapt in the B2B and B2C environment.
Successful entrepreneur - independently driven, comfortable with taking calculated risks, acutely
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aware of importance of budgets and timelines, aptitude to calmly navigate ambiguous storms.
Proven track record of rapid and thorough industry learning that lead to immediate project
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contribution.
Ability to supervise full cycle of a complex project with minimal supervision.
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Creative background offers agility and confidence to push the envelope, often leading to
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unorthodox breakthroughs.
Expertise in working with key influencers to define product or company positioning, followed by
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managing the campaign implementation.
Core Strengths: Strong analytical skills; Results-oriented; Experienced manager, expert in
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working with teams and building strategic relations; Creative in ideas and execution, especially in
finding solutions under pressure.
WORK EXPERIENCE:
D. Medical Industries/Spring Health Solutions (NASDAQ, TASE: DMED - engaged in the full product
life cycle of research, development, manufacturing, and sales of innovative drug delivery devices)
Director of Sales & Marketing 12/2011 04/2012 (company ceased operations)
Promoted during the company s strategic reorganization to stabilize and
restructure the global sales and marketing efforts. Reported to the CEO. In the
four month period:
Managed sales and business development team signing 4 new distributors, building a
pipeline of 20 other potential partners in North America and Europe, and bringing the
Eastern European region including Russia and Ukraine to final stages of negotiations.
Launched a successful lead generation campaign in the US and Canada, reaching
health care professionals, end users, and DMEs.
Developed a strategy for adding the company s products to the health plans preferred
status in reimbursed markets.
Established advisory and sales force to open a new channel selling into large
pharmacies in the US, and collaborated with the internal operations team to expand
OEM opportunities.
Senior Marketing Manager 10/2010 12/2011
Instrumental to establishing the company s brand and marketing communication
positioning right after the IPO as part of the effort to take the company out of the
R&D to commercialization stage with the focus on the European and North
American markets, as well as initial development stages of the BRIC and Middle
Eastern markets. Select responsibilities:
Tradeshow handling including exhibition logistics, abstract submission and scientific
poster preparation, cause marketing, budgeting, and asset development.
Product rebranding including lexan design, video production, product photoshoots in
collaboration with R&D and product marketing teams.
Corporate rebranding and positioning including collateral design, technical marketing
writing and production oversight.
IR support & PR management in multiple markets -> such as presentation
developments, board of directors and scientific board relations management including
annual board meetings.
KSENYA HARMELIN
+972 (0-54-946-**** 5 Elhanan St. Haifa, Israel *********@*****.***
K S E N Y A H A R M E L I N R sum
Page 2 of 2 September 2012
Consumer relations pre and post sale strategic account and training support of
distribution partners, HCPs, and end users.
Web development, SEO/SEM, social marketing management.
Marketing budget and strategy development in collaboration with the executive team
(most recently reporting to the Chief Commercial Officer of the company).
ScaleOut Software (technology innovator of distributed caching for server farms and compute grids).
Senior Marketing Manager 02/2009 08/2011
Developed strategy and managed online and offline marketing initiatives to
capture the .Net and Java audiences. Select responsibilities:
Competitive positioning, audience segmentation, and lead generation through direct
mail and incentive programs encouraging product trial.
Online and print advertising media placement and campaign execution.
Brand development and vendor management including identity system, web site
redesign, new collateral such as sales materials, and tradeshow booth design.
SEO/SEM.
Involvement in the internal and external communication platform development, media
and analyst relations management.
Select Customers: Thomson Reuters, Home Shopping Network, AT&T, Novel Labs,
Inc., London Stock Exchange.
Passage Events (experiential marketing agency with an international reach, agency of record for Starbucks
Coffee Corporation).
Marketing Director 12/2006 06/2008
Directly involved in shaping the corporate marketing department responsible for marketing
strategy and implementation, budget management, brand development, and external and
internal communications.
FENOMENA LLC (an event and art production company)
Founder / President 11/2003 11/2006 ) Successfully scaled and sold the company
in the fall of 2006.(
Managed all aspects of the business including financial forecasting; sales and marketing;
artist, partner and vendor relations; employee management; and client communications.
McCann-Erickson (a global advertising agency, a subsidiary of the Interpublic Group of Companies)
Art Director 05/2001 03/2002
Conceptually planned, designed and implemented national and international advertising
campaigns for clients such as Microsoft, Applied Materials, Blue Shield, Del Monte Foods.
Managed production vendors as well as the internal design and writing studio.
NRT Inc/Coldwell Banker (US largest residential real estate brokerage company and 12th largest
corporate-owned commercial brokerage).
Marketing Manager 06/1997-01/2000
Promoted to NRT [Coldwell Banker s holding company] to direct web standardization on a
regional level, following successful CB brand overhaul in Oregon. Hired by Coldwell Banker as
part of its external marketing agency acquisition, continuing to serve as the principal aide to
the marketing director, responsible for all day-to-day operations from marketing campaign
strategy to design and production.
Verbis International (language teaching and translation agency).
Consulting Marketing Director 1995 1997
Assisted the founders in increasing the revenue on a limited budget by crafting a unique
brand positioning and expanding local and national presence in the language market.
EDUCATION:
M.F.A. Advertising. Academy of Art University. San Francisco, CA. 2001.
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PRSA Certificate in Public Relations. Marylhurst University. Portland, OR. 1999.
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B.A. Art. Marylhurst University. Portland, OR. 1998.
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Biology (as part of a pre-med program). University of Rochester. Rochester, NY. 1993-1995.
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PERSONAL DATA:
Visa Status: work permit. Citizenship: U.S.A. Place of Birth: Moscow, Russia
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Languages: English - native level. Russian - native level. Hebrew conversational level.
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Awards: 2000 Bronze Clio. 2000 SF Ad Club Merit Award. 1997 PRSA Merit Award.
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KSENYA HARMELIN
+972 (0-54-946-**** 5 Elhanan St. Haifa, Israel *********@*****.***
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