Sr. Product Marketing Expert

KEVIN JIRKA, M.B.A.

*** *. ********** ***, ****** City, Fl 32763 • 386-***-**** • accg7u@r.postjobfree.com

SENIOR MARKETING PROFESSIONAL

CUSTOMER INSIGHT ~ DIGITAL MARKETING ~ SUSTAINABLE GROWTH

Successful at seamlessly gaining consumer trial and demand in a mature and declining market for global brands through mastery of upstream and downstream marketing. Demonstrates the ability to identify customer’s needs and deliver persuasive solution oriented products and services to meet marketing objectives. Skilled at fully using insight, creativity and resources to change the game and surpass objectives in fast paced environment. Seeking a senior marketing position, which encompasses elements of strategy, product management and consumer behavior. Looking for a positive and ethical company with the ability for long-term career advancement.

RELEVANT EXPERIENCE

Philips Medical (Invivo/Intermagnetics), Orlando, FL 3/05 – Present

Product Manager, Marketing Manager, Channel Development Manager & Mentor

Responsibilities:

Solely responsible for ensuring long term sustainable growth in of Invivo’s MRI Patient Care business utilizing all aspects of marketing. Achieved 57% growth over the past 5 years for my product lines.

Upstream Achievements:

• Market Intelligence: Develop an intimate understanding of the competitive landscape to develop product and sales strategies. Personally created, implemented and analyzed an annual market share survey.

• Market Segmentation: Strategy core team member involved in creating, supporting and evolving the global target market segmentation strategy fueling all product definitions, channels and messaging.

• Customer Insights: Visits customers in target market on a monthly basis to interview, observe and work aside to gain intimate market understanding. These insights are the backbone of product marketing strategy and are also distributed throughout the company to ensure a customer centric organization. US Patent holder for unique MRI temperature sensor solution.

• Strategic Roadmap Definition: Strategy core team member involved in creating, supporting and evolving the 5 year product, service and alliance roadmap to ensure long term sustainable growth.

• New Product Introduction: Responsible for creating customer requirement documents and bringing certain products through the development cycle and into the market.

Products: Differentiated IT / EMR product, Precess, Expression, PMC and POS Accessory Bundles

Insight Driven Features: HIS / EMR integration product, PMC Anesthesia Workflow, Active Trend Arrows, 360o Alarm Light, Workflow Basket, Filled in EtCO2.

Business Development / Downstream Achievements:

• Digital Marketing: Developed and executed Invivo’s Digital Marketing strategy, pioneering the use of iPads, Cloud servers and social media. Key presenter at a Digital Marketing conference in April 2012.

• Field Marketing: Pricing and Discounting definition, execution and authorization for N.A. Market.

• Product Positioning, Branding & Messaging: Redefined medical marketing with Expression to create a memorable premium perception through creative naming, branding, photography, messaging and collateral. Branding, Positioning and Brochure Example: www.invivoexpression.com

Unique branding example: http://www.youtube.com/watch?v=J4uYXOV0Aqw

• Channel Management: Responsible for launching and maintaining the online web store, CHARGe sales team and OEMs. Solely responsible for developing sales mindshare by creating and implementing sales training programs, innovative sales tools, market/sales analysis and rankings and promotions

Promotions: Superbowl Party, Regional Competition, Branded Visa, Cash for Clunkers, Thank You

• Marketing Collateral: Implemented iPad test market to deliver cutting edge, flexible and memorable sales presentations. Created brochures, advertisements, direct mail, dynamic quoting tools, visual price guides, play books and customer presentations to deliver consistent worldwide product positioning. Personally developed content using Adobe Design Suite as well as work with consultants.

• Product Forecasting: Accountable for creating NPI forecasting and maintaining global monthly 12 month rolling product forecasting for production and supply chain activities.

• Lead Generation: Solely responsible for defining, owning and driving annual global advertisement and tradeshow and conference strategy. Solely created and implemented successful direct mail campaigns.

• Organic Business Alliances: Responsible for finding, negotiating, maintaining and growing OEM relationships such as GE, IMRIS and Draeger to strengthen NA sales.

• Inorganic Business Alliances: Responsible for finding, analyzing, negotiating inorganic relationships such as MetraSens to strengthen Invivo’s strategic position. Created, launched and currently driving U.S. program.

• Product Lifecycle: Solely responsible for developing and executing launch strategies for the major product releases: Precess, Expression, PMC, Essential, Precess Blue and Expression IP5 products. Responsible for product discontinuance of Magnitude and Precess and various accessories

Brown and Williamson Tobacco, Daytona Beach, FL 7/01 – 8/04

Trade Marketing Territory Sales Manager II

Responsibilities:

Solely responsible for growing strategic market share of Brown and Williamson brands. Accountable for all marketing aspects in the Daytona Beach area including; Pricing, Promotion, Distribution, Merchandising, Advertising and Product Launches. Accountable for planning and utilizing all contract and promotional budgets.

Achievements:

• Strategic Market Share has grown in Daytona Beach from 5.5% to

8.48%

• Ranked in the top 10 of performance each year in the state of Florida

• Increased distribution to nearly 100% for strategic brand styles

EDUCATION

The University of Central Florida, Orlando, FL

Bachelor of Science degree in Marketing, June 2001

The University of Central Florida, Orlando FL

Masters of Business Administration, December 2004

The Medical Product Manager Institute, Chicago, IL

Marketing Strategy and Insight, April 2008

The Medical Product Manager Institute, Chicago, IL

Effective Product Manager, April 2008

Rollins College, Orlando, FL

Leadership Development, March 2012

McKinsey & Company, Andover MA

Marketing Transformation, June 2013

* Additional professional history available upon request

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