Francine M. Garrahan
LinkedIn Profile: Francine M. Garrahan
25+ combined years in Field Marketing, Channel Marketing, Corporate Marketing, Market Development, Product Management, and Inside Sales using marketing best practices including account based marketing, digital marketing, and virtual marketing to develop and execute programs, campaigns, and events to build brand awareness, generate pipeline, and produce quality leads.
Proficient experience in Salesforce, Marketo, Monday.com, and Lynda.com
Developing and managing business and marketing plans for customers and partners
Developing and managing new alliance partnerships and fostering current ones to increase sales revenue
Managing a team of resources to support my program execution - including product management, product marketing, alliance marketing, professional services, field sales, technical resources, training and support, sourcing vendors, managing all aspects of event logistics, and ROI reporting.
FIELD MARKETING SPECIALIST (December 2006 – Present)
North America, Software Defined Infrastructure
Wind River, Alameda, CA
My experience in creating and executing marketing strategies including account based marketing, Mobile Technology Showcase events at shows and on site at customers, seminars, and lunch & learns results in generating thought leadership, building pipeline, and qualified leads for increased opportunities and sales for the Networking business unit.
Responsible driving the Software Defined Infrastructure (Networking) field marketing strategy for Wind River by creating and executing high touch marketing programs to increase brand awareness, penetration across top Networking/Telecom accounts, building pipeline, and lead generation in North America.
Work directly with the individual networking sales teams (account managers, field application engineers, and inside sales executives) as a partner to brainstorm, plan, and execute campaigns and events to increase sales, move deals along the sales cycle and increase visibility within their accounts to generate pipeline. Also created programs to acquire new executive/business decision maker, and engineering contacts and nurture existing contacts.
Create campaigns and events with meaningful and established goals, metrics, tactics, and deliverables for successful execution and communicating ROI to sales team members, sales leadership, and marketing management. Meet report-out deadlines and upload of leads into SFDC for effective and efficient follow-up by sales.
Collaborate directly with product marketing and business unit GM’s in creating account based marketing (ABM) programs for strategic accounts to increase product penetration and brand awareness and ensuring product launches and key initiatives are effectively communicated to sales teams and their customers.
Contribute to managing our Field Marketing budget with accurate accountability and meeting deadlines.
Collaborate with alliances, business development, product management, creative services, technical marketing, field engineering, demand generation, corporate marketing and sales leadership to build marketing strategies that align to the corporate strategy and vision to deliver quantitative results.
Recipient of Wind River’s “Optimistic, Upbeat, and Passionate” award in 2010.
Planned and executed successful partner fair events at Wind River’s annual Sales Kickoff event.
Developed and executed events with Wind River’s Mobile Technology Showcase (expandable big rig semi-truck) at numerous customer sites and trade shows. Credited as most successful campaign in Wind River history generating over $92M of pipeline influence in four years of operation.
Consistent exceptional planning and execution of two annual executive events for eight consecutive years.
CORPORATE MARKETING MANAGER (March 2006 – October 2006)
All American Semiconductor, San Jose, CA
Responsibilities included managing the external supplier relationship and marketing internally for focus semiconductor product lines and frequency control lines to maximize revenue and design win opportunities. On a monthly basis I provided critical data points such as market share, POS, inventory levels, book to bill, gross profit dollars and percentages, etc., to my management and suppliers. I used these data points to determine All American’s market performance within the channel and at the customer level. I also worked with the asset teams to determine stocking packages for A-runners, new and design focus products. I developed and scheduled internal FAE training and workshops with my suppliers for Fairchild “Product of the Quarter”. I managed the registration and design win programs for my suppliers to ensure FAE and salesperson accountability and accurate data for registration approval and design win accounts. I created demand creation campaigns to generate awareness my supplier’s new and focus products. Accomplishments:
Created a demand generation program for Fairchild’s GFI products resulting in 22 solid leads most of which will go to production within six months
Developed a complementary Fairchild “rest of board” MCU synergy campaign to the Atmel Technical kit to generate awareness for Fairchild’s products targeted at our MCU engineering database to increase revenue
Created and implemented a branch-level point-based Fairchild registration and design win push program for the month of July resulting in 17 additional registrations for that month alone
SENIOR MARKET DEVELOPMENT MANAGER (2003 – 2005)
BMC Software, Inc., Sunnyvale, CA
Responsibilities included customized marketing support for BMC’s top national and regional partners within North America to increase BMC’s Remedy Service Management market share, awareness and revenue through channel marketing programs. I was responsible for some of BMC’s strategic partners, which included Maryville Technologies and Strategic Technologies. I worked one-on-one with these partners and as a virtual team alongside their BMC Channel Manager. I was responsible for the overall marketing relationship with the partner via a marketing plan that I maintained and reviewed quarterly with each partner. Created and implemented on-going marketing programs with these "priority" partners to create a pipeline and drive sales. These campaigns consisted of seminars, webinars, telemarketing campaigns, etc. Created customer success stories, joint datasheets, Partner Web pages, press releases, etc. Acted as the primary marketing focal point between BMC and the partner and ensured that both BMC and the partner took full advantage of all marketing opportunities. Worked with the BMC Remedy Service Management Channel Manager to launch new partner relationships.
Leveraged and worked with BMC Remedy Service Management corporate marketing for the benefit of the partners
Created a template for internal channel PR document, called “Partner – At – A– Glance” datasheet, that was adopted internally and rolled out to other partners
Created a series of seasonal marketing campaigns developed to drive the specific goals of the business unit while at the same time tailored to meet the needs of the partner
Developed and managed over 40 partner events in North America with record attendance
Sold partner exhibitor sponsorships each year for Remedy’s Annual User Group and supported the partners in readiness for this large annual show, by providing assistance to create collateral, creative ideas to drive customers to the partners booth, guidance with creation of adverts for the show guide, etc.
Consistently met and exceeded quarterly MBO’s
SENIOR WORLDWIDE CHANNEL MARKETING MANAGER (2000 - 2001)
Quantum Corporation, Milpitas, CA.
Responsible for driving worldwide distribution marketing activities via a $2.1 million budget ensuring effective support for channel partners to meet or exceed sales objectives. Managed marketing department personnel and project plans. Developed and implemented channel marketing plans to include training communication rewards and recognition selling tools. Maintained and managed effective design-win programs promoting design activity for target products. Published quarterly product focused marketing publications. Developed and implemented appropriate website support for channel. Organized and conducted necessary internal and external training meetings and sales conferences. Worked directly with business managers to develop customized marketing programs for each regional distributor. Acted as a primary product line interface for all marketing activities. Maintained strong rapport with distributor marketing personnel to develop joint marketing opportunities. Interfaced with field sales personnel to identify marketing requirements and opportunities. Worked with strategic suppliers to identify partnership opportunities.
Developed, implemented, and managed a marketing channel strategy and product launch program to drive incremental sales objective of $3 million targeting a niche market unfamiliar to Quantum
Developed, implemented, and managed a marketing channel strategy targeting the field service industry to reduce “no trouble found” and increase customer satisfaction resulting in a $1.25M cost savings
Augmented regional demand creation programs with additional funding to leverage return on investment element resulting in increased sales of $4 million
Developed, implemented, and managed a new channel warranty program to match industry standards resulting in increased market share of 30%
WORLDWIDE CHANNEL MARKETING MANAGER (1997 – 2000)
Maxtor Corporation, Milpitas, CA
Developed worldwide demand generation and other marketing programs for distribution and retail channel partners based upon company objectives. Developed product launch programs for the channel in close coordination with product marketing, marketing communications, and sales. Developed promotion and incentive programs and co-branding with other suppliers for the channel. Developed and distributed program collateral, working closely with internal and external marketing communication resources. Developed channel partner programs including recruitment, co-marketing, demo, and loyalty programs. Developed and managed channel-based content on company’s Internet and extranet websites. Managed sales and partner training programs, communications and sales tools.
Developed content for a retail sales training program resulting in a 98% response rate
Managed a cash rebate program and software bundle/end user contest with record redemption rate of 50% and incremental sales of $2 million
Developed and managed a customized personal use program for channel partners with membership rate of 80%
Successfully launched new product and new distributorship with incremental sales of 15%
CORPORATE PRODUCT MANAGER (1994 – 1997)
Wyle Electronics Marketing Group, Santa Clara, CA
Managed a team of five direct reports to support sales of Motorola products within the Wyle Marketing Group for 35 nationwide divisions. Responsibilities included the maximization of margin and market share; asset management; supplier interface, product promotion, forecasting customers’ future needs based on industry trends, contracting of pricing schedules for customers, pipeline Wyle/Motorola top runners, and properly allocating products to minimize stock on hand and maximize inventory turns. Trained department colleagues and direct reports on Motorola system.
First time double digit market share within the distribution network in 1995
Record sales growth and profits of Motorola product for five quarters inclusive the best in Wyle history
Sales of $60 million in 1994 and $93 million in 1995 (achieving 110% of 1995 resale dollar budget making Motorola the highest profit generating semiconductor line at Wyle that year)
Maintained double-digit market share in 1996 (an unusually down year for the industry as a whole)
Successful implementation of market price program which resulted in 40% growth
Assigned to specialize in the linear technology product lines while overseeing the entire product offering
Recipient of over 55 special recognition supplier and vendor awards
MOTOROLA SEMICONDUCTOR PRODUCTS, INC. (1987 – 1994)
Inside Sales Representative - Provided all aspects of sales support including order entry, factory interface, and customer contact for the North Bay territory as well as local area. Also coordinated distributor quotes for OEM shortages and new customer referral for the assigned territory. Responsible for developing and growing “emerging accounts” in assigned territory. Implemented Telemagic database for basic input and follow-up of daily activities.
Distributor Pricing Specialist - Provided all aspects of distributor pricing, quote coordination, as well as factory interface and product promotions with four factory outside sales personnel and five distributors in the San Jose and Sacramento area. Solely managed the Blue Chip Program for design-in products. Trained three new Distributor Sales Managers on the Field Quote System as well as three other Motorola employees as part of Personal Management Program goal.
Emerging Account Specialist - First Motorola employee to spearhead a new position specifically designed to manage the development of “emerging accounts” in six North America regions. Responsibilities included primary account qualification and secondary sales interface with these new customers. Determined whether Motorola factory salesperson or authorized distributor salesperson would take control of the account based on who could best serve the customer’s needs and engaged regional Field Application Engineers to assist in technical issues. Assisted in trade show exhibits. Consistently exceeded quota; trained new Emerging Account Specialists personnel for this position. Grew the account base by 60% ($2 million).
B.S.B.A. Bachelor of Science Degree in Business Administration
San Jose State University, San Jose, California
Minor: European History
References available upon request