Marketing Manager

Nancy Shearer Weatherford, TX

Branding, Marketing Process Improvement [MPI] and Event Management [EM] Executive 817-***-****

Marketing Return on Investment [MROI] leadership excellence ***********@*****.***

Executive Profile

MPI expert niche, CPG, media, retail. Directs multi-function departments and serves as business and marketing integrations subject matter expert [SME] for advertising-branding-marketing-promotions [ABMP], public relations [PR], and EM. Communications strategy achievements are cumulatively valued as approaching a billion dollars.

Hands-on leadership includes generating campaign strategic pillars (for: new business, market share acquisition, customer retention, profile raising initiatives), quality assuring & creative directing campaign programs (offers extensive skills in art & copy directing graphic intensive traditional and digital communications). In each mandate since 1997, played a leading role in the development of high-productivity centers of ABMP, PR and EM excellence.

Disciplines include: demand creation using demographic, psychographic, and sociographic technologies (includes corporate ambassador relations, event development, ‘manfluencing,’ new product introduction [NPI] and launch, contests, social media, and site marketing); ABMP campaign design, testing, and execution; creative marketing communications department management; and community, governmental, and inter-industry relationship management.

Career History

NS MARKETING, INC., Dallas-Fort Worth 2016 – Present

Marketing Strategist

Summary: Business-marketing integrations and marketing performance improvement services for a network of small to mid-sized businesses, each with annual sales above $3M.

Scope: Typically service three enterprises at any one time with assignments running from three months to one year.

Achievement Highlights

•For a successful soil bio-tech start-up: improved product introduction processes and integrated marketing and events to exponentially increase announcement reach.

•For an accessories distributor serving pet, horse and sports comfort markets, developed accoladed collateral (brochures, web content) and started a successful “ambassador program” achieving higher ratios of referral business.

•For a small, rural retail chain merchandising local meat, plant, produce and supplies, managed a new store opening and optimized marketing using social media to expand market share; metric: 10–1; earned $10 in new revenue for every dollar spent.

H.J. BAKER AND BRO., INC, Little Rock, AR 2014 – 2016

World leader in agriculture’s feed, fertilizer and sulphur industries.

Marketing Manager (Animal Health & Nutrition Division)

Summary: Market share growth senior strategist, marketing campaign director, and creative director (oversee design & production of all marketing materials).

Scope: Matrix managed internal and external (ad agency professionals).

Achievement Highlights

Bottom-Line Established value-added products instead of commodity driven products. Identified marketing opportunities, gained market share for established products, and scaled advertising and creative operations to ensure maximum exploitation of resources.

Operations Upgrading improved numerous functions related to new product market research, marketing business planning, customer analytics including demographic, and geographic trending, competitive analytics and global brand harmonization. For example, led integrated communications initiatives across multiple media; ensured mutually-reinforcing advertising, literature, and SMAC {social, media, analytics, cloud} including social media and email campaigns. Developed market plans and budgets for each product group.

NS MARKETING, Weatherford, TX 2012 – 2014

Marketing Strategist/Trade Show Management

Summary: Increased sponsorships and trade show profiles for a prestigious client base (NRCHA, Matt Gaines Cutting Horses, Paula Abney Management, and former employer Land O’ Lakes Purina, Inc.).

•Bottom-Line Closed between $200K–$400K in annual new business while building a multi-million-dollar annual pipeline.

•Deliverables Developed and managed 20+ premier event trade shows; 1M+ attendees. Served as Print Media and Marketing Director–hundreds of documents, schedules, PR releases, competitive intelligence and market information gathering.

TSCRA, Fort Worth, TX 2011 – 2012

Director – Association Promotion / Trade Show Manager

Summary: Strategically orchestrated large-scale membership retention and base expansion efforts under crisis (predecessor lost 8%+ of membership) conditions. MPI lead; upgraded outreach efforts and member benefit materials (conceptualized and produced award-winning membership & merchandize flyers, ads, and collateral.

•Bottom-Line Spearheaded the start-up of a new profit center and transitioned TSCRA from passive to proactive marketing. Grew revenues by $50K on investment of less than $3K.

•Deliverables Brought membership levels up to pre-recession levels.

LAND O’ LAKES PURINA, INC., Minneapolis, MN 2001 – 2010

Marketing Manager: Events, Sponsorships & Brand Ambassador (2005–2010)

Summary: Fulfilled multiple roles matrix managing events and ABMP initiatives. Administered annual budgets in the $1.5M range. Served as MROI SME. Worked remotely from 2005.

•Bottom-Line: Delivered multimillion-dollar bottom-line profit growth while reducing marketing costs and optimizing returns. Reduced a four-staff department to one via subcontractor use, and reduced annual net production and labor costs by $400K (over $2M in five years).

•HR: Led targeted recruitment, training, mentoring, and management of results-focused outside sales employees. Optimized creative efforts by recruiting and managing subcontractor teams (e.g. graphic designers, pre-press technicians, editor copywriters) to design and develop a full range of traditional and e-media collateral.

•PR: Earned multimillion-dollar free publicity and brand footprint expansion values by securing media PR coverage. Improved relationships with major associations; reengineered sponsorship program to focus on high-yield areas.

•EM: Directed 15–20 national events and assisted with 6 NPIs and 50 regional events annually (involved intensive negotiating with partners, sponsors, and suppliers on the business operations side and creating customer acquisition plans and generating promotional strategies on the ABMP side. Successfully secured 50+ new endorsees including Olympic champions, top ten trainers and rodeo competitors,

•ABMP: Saved hundreds of thousands of dollars by eliminating weak MROI programs. Created 15+ major blast campaigns and numerous smaller campaigns promoting local events which proved effective in terms of cost and traffic increase; also generated an in-house business intelligence platform to cease reliance on a third party for statistical data processing.

•Communications: Conceptualized, developed, and implemented a “show in a trailer” platform to drive consistency in 9 regions.

Sales Representative & Event Manager (2003–2005)

•Several awards and honoraria for surpassing quotas.

Dealer Representative (2001–2003)

WALCO INTERNATIONAL / WESTERN VET SUPPLY, Grapevine, TX 1999 – 2001

Associate Territory Manager / Inside Sales Representative

AMERICAN PAINT HORSE ASSOCIATION (APHA), Fort Worth, TX 1997 – 1999

Merchandise Manager / Marketing & Events Manager

NATIONAL CUTTING HORSE ASSOCIATION (NCHA), Fort Worth, TX 1993 – 1997

Membership, Marketing & Merchandise Coordinator

Professional Development

Education: Bachelor of Science (1994), Oklahoma State University.

Accreditation: Certified Trade Show Marketer (CTSM) (2014), Northern Illinois University.

Professional Upgrading: Completed numerous marketing courses and mini-courses in a variety of areas including Internal Sales, Presentations, Sponsorships, Seminars / Webinars Production, Trade Show Management.

Software Power User: Microsoft Office Suite (Word, Excel, PowerPoint, Outlook), Adobe Acrobat, Project, PeopleSoft CRM components, HTML, Content Management Tools, InDesign (Photoshop, Illustrator, InDesign 4).

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