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Enfield, Connecticut, United States
November 08, 2018

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Trisha A. Cardin-Mattern

Home Phone 860-***-****; Email:;


An experienced marketer, not just in developing product and building brands, but connecting brands with their key target audience in both B2B and B2C segments with integrated marketing strategies. Adapt at driving for results and consensus within highly matrixed corporate environments while building strong teams that regularly outperform expectations.

Strategies built on a combined approach of analyzing data to generate creative solutions, high energy, experience, and ability to coach and manage a team. Ability to achieve proven, measured results and provide positive consumer and employer engagement.

Customer focused Strategic Planning Relationship building Client Acquisition

Digital Marketing P&L Responsibility Data Analysis VOC/Research

Social Marketing CRM Vendor Management Consumer Engagement Strategies


FERAZZOLI IMPORTS, Middletown, CT (A privately held import/export company)2017-Present

Chief Marketing Officer 2017-2018

Created vision and strategic marketing plan for B2B, B2C and D2C business through omni channel marketing. Launched integrated targeted marketing campaign supported by SEO, SEM, social marketing, digital, mobile, radio, TV and print strategy. Analyzed CX, POS, and competitor data. Managed development of websites, landing pages, CRM (Hubspot), whitepapers, blogs, PR, agency relationships, creation of new applications, sales support, tradeshows and all promotional collateral. Implemented SOP for new product launches, and creative briefs. Report to President, Managed 6 direct reports

Set 5 year strategic roadmap inclusive of acquisitions, sales, vendor alignment, new product development funnel and CRM process

Launched new ecommerce website, developed new B2C brand and repositioned all marketing and sales collateral., to attract target market

Implemented integrated digital marketing strategy inclusive of social media, digital, A/B testing for both B2B and B2C brands increasing web traffic 66% YOY

Created CRM process to increase sales funnel resulting in 22% increase in sales

Crafted segmentation study and persona marketing platform, developed look-a-like modeling based on retargeting information generating a 528% increase in awareness

Realignment of team talent resulting in a 17% decrease in vendor spending

VALASSIS, Windsor, CT (A multi-billion-dollar Strategic Media division of Harland Clarke Holdings) 2012-2017

Director of Marketing

Developed national marketing, strategic and tactical growth plan of new division supported by a branding campaign utilizing direct mail, email, SEO, SEM, PPC, social media, mobile, and digital. Analyzed consumer, shopper, media trends and market data to optimize targeted consumer engagement strategies exceeding company growth initiatives. Reported to VP Business Operations, 4 direct reports.

●Created and delivered insight driven marketing strategies by identifying, evaluating, scoring and recommending key business expansions in-line with company strategic growth initiatives.

●Budget development and optimization of B2B campaigns based on clients KPI’s and internal ROI’s increasing retention 11%

●Analyzed performance of campaigns and identified strategic solutions to increase performance

●Implemented email campaign and post campaign satisfaction analysis for virtual sales team increasing sales 21%

●Increased web visits over 60% while collecting consumer engagement data to targeting strategies

●Managed team in the creation of videos, print, social media posts, digital and sales collateral and presentation of over 80+ clients

●Developed consumer, market and industry insight repository containing competitive intelligence, audience targeting, media consumption & performance, demographic information, omnichannel data, and predictive analytics driving effective strategies

●Implemented prospecting procedures into Salesforce, and developed scripts for outbound call center increasing success 32%

●Partnered with Sales VP to achieve $70M target within key verticals, QSR, retail, furniture, healthcare and automotive

Director of Marketing and Sales Team Solutions

Led team in the development of integrated media solutions with strategic high-profile clients analyzing Market Mix Modeling Media ROI’s to create efficient and targeted campaigns. Learned competitive landscape and analyzed market intelligence to engineer creative strategic solutions with print, direct mail, mobile and digital campaigns that influenced consumers in their path to purchase and gain market share. Reported to VP of Marketing, 3 direct reports.

●Directed integrated targeted marketing programs (print and digital) combining online and offline data for key customers such as Lowe’s, Comcast, Little Caesars, Ashley Furniture, Verizon, Amazon, Time Warner, Regis and Toro

●Developed customer segmentation strategies and applications based on analyzing client CRM data (E.G. Current, Lapsed, Former segmentation, Purchase by product line)

●Strategized multi-tier prospecting campaigns with a 37% rate for on-boarding new strategic clients

●Partnered with Sales Director to exceed financial goal of $198M in business

●Engineered client facing tools for sales including presentation, trade show material, customized prospecting campaigns, client and competitive insights, and training and identified insights and performance metrics within key verticals

●Provided continuous improvement recommendations for each campaign based on analyzing trends, tactics, and results

FOCUS PRODUCTS, Vernon Hills, IL (Privately held group of multi-million-dollar retail and B2B brands) 2009-2012

Director of Marketing and Product Development

Brought thought leadership, best practices and process discipline in the creation of infrastructure for new product development milestone and packaging process. Implemented creative brand guidelines and developed integrated market strategy for all brands. Led marketing and product teams responsible for company creative, PR, communications, website, social marketing, digital marketing strategies, external agency relations, print, research, packaging and media that had previously not existed exceeding company revenue objectives. Set integrated marketing plans and managed budgets for 5 divisions. Develop 3-year product road, marketing roadmap, sales training collateral, print/online catalogs and trade show support. Reported to President, 5 direct reports.

●Launched 200 new sku’s in 9 months to meet deadline of major industry show

●Implemented New Product Development process decreasing launch time from 18 to 9 months

●Created new packaging platform for 3 different brands generated a 32% increase in sales at key retailer

●Produced new sub-brand resulting in placement at Wal-Mart and Amazon increasing revenue 37%

●Gathered VOC and category trends by aligning with and with world renowned culinary school

●Launched 3 e-commerce websites generating sales 27% increase in revenue

●Managed social marketing campaign increasing brand awareness, supported new product launch and gathered VOC

●Created targeted marketing programs for specialty market increasing sales 13%

●Developed marketing program for B2B Hospitality division resulting in a national multi-million-dollar contract

STANLEY WORKS, New Britain, CT (A Fortune 500 Tool Manufacturer) 2008-2009

Director of Global Market Research, Industrial Design and Packaging

Led a global team of 35 in the areas of marketing research, industrial design and packaging development. Directed research team in qualitative and quantitative collection of data in consumer hand tool category and exploration of new product development. Directed team in the development of POP merchandisers, packaging, literature and branding communications globally. Developed packaging with comprehensive trade up platform securing international channel distribution. Reported to President, with 35 global direct reports.

●Research planning, prioritizing and budgeting for over 250 projects

●Reduced packaging costs globally by over $2.5M

●Increased research project database/VOC by 60%

●Developed new line of retail merchandisers with a savings of 15%

●Negotiated contracts with outside vendors for a savings of $1.7M

Trisha A. Cardin-Mattern- continued

VALASSIS, Windsor CT 2006-2008

Marketing Director and Sales Strategic Accounts

Directed team of cross-functional members in the development of innovative marketing and advertising strategies driving revenue up by 32%. Planned and managed budget and resources needed to execute client/category specific research including marketing/advertising, target marketing and consumer behavior studies. Developed direct-to- consumer print campaigns, web promotions, mobile-to-mobile marketing and provided quantitative results-tracking with proprietary customer research for top retail accounts. Reported to VP Marketing, 2 direct reports.

●Doubled revenue with The Home Depot through strategic solutions and relationship development exceeding quota by 158%

●Developed and implemented strategic national marketing direct-to-consumer marketing plan for Rite Aid’s Brooks/Eckerd store conversions securing 2 yr. contract

DANAHER CORPORATION, Danaher Tool Group, Simsbury, CT (Manufacturer of Craftsman Hand Tools) 2003 - 2006

Senior Sales and Marketing Manager

Delivered $15M in revenue in the Sears channel business. Responsible for strategic business development/relationship management to secure limited Sears/K-Mart marketing assets within hand tool category. Developed and executed revenue

generating marketing programs and managed channel distribution for U.S. and International retailers. Reported to VP, Sales and Marketing, 3 direct reports.

●Worked with Sears on the market entry strategy for Craftsman into K-Mart, including product mix, pricing and promotions

●Grew QVC business 100% through new products, development of on-air talent and securing premium air times

Marketing Communications Manager

Managed $20M marketing budget and overall communications direction, support and strategy. Key influencer to Sears for all advertising, PR events, creative editorial, print, packaging and other POS material. Drove 37% cost reduction initiative for all packaging. Brand representative for national PR events, TV programming and trade shows. Directed yearlong national research/VOC study on brand positioning and consumer purchasing patterns

●Modernized the Craftsman brand image at POS by developing new packaging, fixtures, displays and signage format increasing sales 17%

●Executed multi-million-dollar marketing plans that entailed national print, DRTV, PR venues and NASCAR/NHRA

Category Marketing Manager

P&L and marketing strategy responsibility for $170M product line. Developed and launched new product category through qualitative/quantitative research, VOC and test market program. Managed life cycle and vitality index of product portfolio. Responsible for product pricing and national promotional plan. Drove product line support from conception to post launch.

●Grew revenue of Craftsman Mechanics hand tool line by 5%

●Used VOC to develop and launch new product platforms totaling 35 new SKU's

APPLICA, Shelton CT (Exclusive licensee of the Black & Decker brand for home appliances) 2000-2003

Product Manager

Managed team responsible for all elements of the product life cycle for portfolio totaling over $120M in sales and representing 29% of the company’s core business profit. Developed and marketed innovative products to drive profitable growth in commodity categories. Established portfolio direction, competitive dynamics and manufacturing processes. Led global product sourcing. Developed dual-brand strategy, 3 yr. Strategic Business Plan, 3 yr. new product pipeline and all elements of marketing communication (internal and external) and consumer research.

●Grew portfolio by +17% net sales, +8% in profits despite aggressive launch by competitor at Walmart; Applica’s #1 account

●Managed 6 multi-disciplinary teams in the development of 25 new products across 6 product categories

●Managed multi-million-dollar PR/Advertising budget to support launch of innovative products

●Developed unique POP displays for clubs, retail, grocery, drug and department/specialty store channels, securing distribution

●Created award-winning DR commercial with launch of new product

Trisha A. Cardin-Mattern- continued

HONEYWELL, Danbury, CT (Automotive Aftermarket Division) 1999-2000

Product/Marketing Manager, Consumer Product Group – FRAM

Co-managed $450M business. Partnered with senior staff in development of marketing plans, short and long-term objectives and strategies, budgets and profit projections. Collaborated internally and externally to create marketing material. Set directives for product packaging and overall branding. Worked with forecasting and supply chain to develop plans to maintain and improve product line availability. Corresponded with external, public relations and advertising agencies. Led monthly PR events with WWF and NHRA. Managed development and growth of Associate Managers.

●Developed and launched 2 new filter lines to increase product in 32ft plan-o-gram at Wal-Mart

●Implemented tri-lingual packaging reducing SKU count from 7,000 to 3,500 and reducing inventory

●Redesigned website creating e-commerce site and collection of VOC

HENKEL, Rocky Hill, CT 1996 – 1999 (Worldwide manufacturer of adhesives) Consumer Account Manager


CEB- Challenger Selling 2015 -2016

Interactive Advertising Bureau (IAB) Laredo Digital Training 2013; Fundamentals of Interactive Advertising and Digital Media; Intermediate Digital Advertising Sales

Value Selling - 2005 Greenbelt

BS in Management with a concentration in Marketing Lesley University: Cambridge, MA 1996


2017, 2015, 2012-Platinum Performer nominee 2003-Sears Vendor of the Year Award2009- IHA NPD award

2016, 2015, –Spot on award winner 2002-Applica, Over-Achievement; Chief Morale officer;

2010- Westchester Packaging Award; Employee Stand out Award New York best 60s DRTV

2008- Stanley Golden Tape Award 2001- Applica, Over-Achievement Award; Applica, Most

2004 -Sears Partner in Progress Award Creative Marketer Award

1999- Allied Signal Presidential Over-Achievement Award

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