VP Marketing

MARA L. VILLANUEVA-HERAS

**** ********* ******, *********, ** 17603 • 717-***-**** Mobile • **********@*****.***

MARKETING • BRANDING • INNOVATION

Passionate marketing executive experienced in branding and marketing strategies for B-to-C and B-to-B environments

Extroverted, genuine, approachable and innovative strategic thinker able to synthesize insights and information to drive strategy

A decisive collaborator with proven success in building strong teams and relationships

An effective communicator who seeks positive resolution to problems through active listening, integrity and cooperation

CORE COMPETENCIES

Strategic Planning

Innovation Processes

Team Building

Brand Management

Product Pipeline Development

Communications

Marketing Communications

Brand Positioning

Integrated Marketing

Product Launch

Home & Building Products

Marketing Strategy

Voice of Customer/Consumer Insights/Market Research

Product Launch Development & Execution

Start-up & Corporate Environments

MARKETING LEADERSHIP AND MANAGEMENT EXPERIENCE

SAINT-GOBAIN CERTAINTEED CORPORATION-Malvern, PA 2015-Present

Multi-billion dollar global leader in the design and manufacture of building materials

Vice-President of Corporate Marketing

Responsible for developing and executing an integrated marketing strategy that includes consumer and trade public relations, digital marketing, lead generation, lead nurturing and advertising.

Redefine and develop the corporate marketing group to best serve the businesses and drive centers of excellence within the organization

Manage a team of 30 that includes branding, messaging, digital marketing including multiple social media properties; lead generation, acquisition, nurturing and marketing automation; management of a corporate loyalty/rebate program as well as PR, event management and corporate communications

Implement marketing automation platform and support the development of a team to execute strategies and campaigns to generate, nurture and convert leads

Develop a strategy for marketing to the downstream consumers helping the company evolve from a B-to-B focused organization to one that succeeds in the B-to-C arena as well

Develop and Implement a B-to-C strategy including executing consumer research and segmentation, brand health tracking, journey maps and tactical plans

Identify an agency and develop new creative platform to execute the strategy

ARMSTRONG WORLD INDUSTRIES-Lancaster, PA 2011-2015

Multi-billion dollar global leader in the design and manufacture of floor and ceiling products

Vice-President of Marketing, Armstrong Residential Floor Products

Responsible for developing and executing an integrated marketing strategy that includes consumer and trade advertising, public relations, digital marketing, product and channel marketing and merchandising with a $20M+ budget. Serve as a member of the residential leadership team participating in the development of Long Range Plans and Annual Operating Plans

Developed the strategic components of channel, customer and consumer focused marketing plans

Managed a marketing team of 25 that developed all positioning, messaging, collateral, POP, merchandising and displays for multiple major brands and product categories

Championed and collaborated on enterprise wide re-branding and positioning initiative

Global Marketing Council, Women’s Initiative Network & Diversity & Inclusion Committee

MASCO RETAIL CABINET GROUP/MASCO CABINETRY-Middlefield, OH 2007-2011

One of the nation’s largest cabinetry manufacturers including the KraftMaid Brand

Managing Director of Marketing

Set strategic direction and managed marketing activities including branding, advertising, public relations, interactive/digital marketing, market research, product marketing and training within a $20MM budget. Served as a member of the executive team and steering committee, reporting directly to the President, and participated in the development of Long Range Plans, Annual Operating Plans and the Leadership Agenda.

Built a marketing team of 25 from an initial team of 6, including a strong product marketing team that developed all messaging, collateral, POP, selection centers, merchandising and displays for more than 7 brands and product lines

Analyzed and synthesized research that led to initiating the re-branding of retail showrooms including Lowe’s, The Home Depot and independent dealers via POP/Displays, literature and signage reinforcing the brand, simplifying the selection process and driving consumers through the purchase funnel

Pioneered development of a breakthrough campaign elevating brand perception and purchase intent

Leveraged content and key social media influencers to reach consumers

Led and directed advertising, PR and digital marketing agencies and initiatives that drove (better than industry average) leads and sales in the midst of a down economy and industry

WHIRLPOOL CORPORATION- Benton Harbor, MI 2001-2007

Multi-billion dollar global manufacturer and marketer of home appliances

oSenior Manager Trade Marketing –KitchenAid Brand

Developed and implemented trade strategies specifically designed to maximize KA growth and SG&A investments with key trade partners and led design and execution of all KA displays for retail, trade show, buy fairs and other events

Implemented programs with specific accounts leading to 20% + Y-O-Y increases in volume and revenue

Initiated complete redesign of KA training process and collateral materials

Developed a new channel-specific tiered training strategy currently completing development phase and beginning implementation

Led ccOPEX experiments designed to enhance in-store experience and influence store sales associate

Implemented measures to quantify value of in-store display programming

Directed spend of over $3M in channel marketing funds toward building KA brand and sales in support of specific trade customers and managed $5M launch support budget

Modified highly successful trade show display to create new retail displays creating an innovative Ready-to-Assemble design with lighting that minimizes shipping costs and enhances product on the floor

oInnovation Consultant-KitchenAid Brand

Managed the development and health of the KitchenAid refrigeration category innovation pipeline (including new product, service and marketing ideas) and represented the needs of the KitchenAid brand consumer target on global category opportunity teams in order to drive brand’s innovation revenue.

Managed the process of cross-functional focused and creative ideation in order to drive customer-focused innovation

Included the use of the Whirlpool Innovation tools and other creative processes

Part of the pilot team that implemented the concept testing process to place greater discipline around selecting which products to pursue. Included development, writing and testing of

concepts

North American lead of a global product project including market research, product development, test sell development and implementation, positioning and launch planning

Drove increased refrigeration revenue based in innovation vs. standard model line updates

Supported the corporation as a certified I-Mentor and trained facilitator both within brand and category, as well as throughout the organization

oBrand Manager, New Business Development-Whirlpool Brand

Responsible for the launch and market development of the Whirlpool Family Studio (a new room concept and 3 new products) from concept through launch (completed in a record one year) including budget and financial results.

Successfully launched the concept in the Contract channel (builders, architects and designers) with feedback from sales force indicating that launch was extremely well designed and executed

Drove the pursuit of new channel opportunities for Family Studio products

Directed the design and execution of all promotional and collateral materials, advertising, web, public relations and pricing strategies

Effectively garnered extensive positive press coverage and product placements

Featured speaker on the concept at both the 2003 IBS and KBIS industry shows

KOZYHOME.COM, INC., Chicago, IL

Online furniture and accessories retailer

oDirector of Design

Managed design services and implementation of design projects (including show houses, model homes, photo shoots, etc), directed activities related to design consultation for customers including customer service support, and developed business-to-business opportunities with Designer, Builder, and Realtor communities

Developed navigation, design and content for Design Studio component of the website

Planned and developed the community portion of the website including the authorship and management of content and events for both the magazine and newsletter

Assisted in print catalog development and presentation as well as product presentation on the site including monitoring and maintaining product database

Analyzed, sourced and selected new suppliers for furniture, home accessories, lighting and soft goods and assisted in product assortment, pricing and development of discount strategies

F.W. DODGE (A Division of the McGraw-Hill Companies), Chicago, IL

Provider of project news, plans, specs & analysis services for construction professionals

oRegional Marketing Manager: Central Region

Managed direct mail and telemarketing campaigns consistently achieving response rates over 3 times the industry standard

Managed regional advertising in industry/trade publications and directories as well as in proprietary print and electronic services

Initiated and marketed promotional events including product seminars, regional trade shows and association events

Coordinated with sales management and trade organizations to implement alliance/partnership agreements increasing revenue

SCM DEVELOPMENT, Indianapolis, IN

Residential real estate development firm

oDirector of Marketing

Surpassed traffic and sales goals set by leadership

Analyzed market research data in order to identify future growth opportunities as well as establish the platform and positioning for new communities

Initiated and implemented corporate marketing and public relations strategy including new logo, print campaign and collateral materials resulting in increased public and industry awareness

Earned 8 industry MAME (Major Achievement in Marketing Excellence) awards for community advertising, signage and collateral materials

Completed all courses necessary to achieve MIRM (Member of Residential Marketing within NAHB-National Association of Home Builders) status and earned Real Estate Salesperson License for the State of Indiana

ELI LILLY & COMPANY Chicago, IL

Leading pharmaceutical products manufacturer

oCorporate Sales & Marketing Associate: Sales Rotation

BROWNING DESIGN, Indianapolis, IN

Full-service residential and contract interior design firm

oSenior Interior Designer/Manager and Business Manager

EDUCATION

THE UNIVERSITY OF MICHIGAN - Ann Arbor, MI

Master of Business Administration

Emphases in Marketing and Corporate Strategy

Recipient of Consortium for Graduate Study in Management Fellowship

BUTLER UNIVERSITY - Indianapolis, IN

Bachelor of Arts in Interior Design

3.9/4.0 GPA

Dean’s List, Mortar Board, Kappa Omicron Phi

Alpha Chi Omega Sorority

Alpha Phi Omega Service Fraternity

ADDITIONAL TRAINING:

ccOPEX Black Belt (Six Sigma) Training

Innovation training achieved Certified I-Mentor status (Whirlpool Corporation)

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