Sales Marketing

LISA A. PENNEWELL

Marketing Professional

Frisco, TX 75034

**********@*******.*** 972-***-****

Summary

Dynamic marketing executive with expertise in product management, brand initiative, go-to-market

processes and market share expansion driving profitable sales in network marketing, healthcare,

telecommunications and retail industries. Excel at achieving breakthroughs, in spite of time and budget

challenges.

Areas of Expertise

Brand Strategy and Development Client Services Product Marketing

Content and Website Management Incentives and Events Marketing Communications

Novation, Irving, TX 2012 - present

Product Marketing Manager

Manage marketing strategy, brand compliance, product launches and internal/external communications to

increase sales and adoption of industry leading SaaS analytics for Novation, the leading health care supply

chain company that provides contracting and analytics solutions for its alliance members,

Developed brand identity for a suite of analytics solutions targeting a new member alliance, Children’s

Hospital Association ($4.2 billion account), including brand guidelines, logos, website content, marketing

and sales materials.

Launched multi-layered cross promotional utilization project resulting in a 72% year-over-year increase in

the use of analytics applications.

Drove successful B2B promotional email campaigns that increased yearly open rates by more than 6%

above the company average.

Wrote, managed and delivered weekly product marketing messages for member emails, websites,

sales/field communications and online publications.

Managed the launch and communications of 11 unique analytics software products to multiple accounts,

internal staff and sales teams.

Partnered with cross-functional teams to develop product positioning and messaging that differentiates

Novation products in the marketplace.

FurChange America, Inc., Southlake, TX 2011

Marketing Director

Piloted brand development and marketing initiatives for new Dallas-based start-up network marketing

company delivering health and wellness products to international markets.

Launched new company brand and seven new products within budget, in time for US grand opening,

enabling other countries to open their country specific offices in close succession.

Increased international sales by 50% within six months by creating a new product brand that integrated

US product selection with international product and marketing strategies.

Directed product pipeline, manufacturing timelines, budgets, product naming, packaging, messaging,

pricing, SKU development and online shopping cart.

Identified, selected and managed strategic marketing partners/agencies. Led the development of

product packaging, sales aids, marketing materials, company website and social media.

Increased unique website visitors to website by 11% within 3 months through targeted e -mail and direct

mail marketing campaigns.

Managed all event logistics for grand opening: planning, budget and expenditures, vender negotiations,

design, marketing materials, on-site management, speaker selection and post-event evaluation.

NHT Global, Dallas, TX 2009-2011

Marketing Director

Directed global marketing initiatives for a Dallas-based global network marketing company that sold health

and wellness products in international markets.

Produced a 30% cost savings over a 6-month period after instilling event management efficiencies for

Hong Kong and Greater China sales and marketing events.

Improved event attendance 15-20% in one year by creating new sales, product and sales incentives.

Constructed development of 10th Anniversary site www.NHT10.com including site map definition,

copywriting, and coordination of bi-lingual content, testing and market launch.

Increased international unique visitors to www.NHT10.com by 21% by integrating social media (text

messaging, Facebook and YouTube) with strategic e-mail marketing campaigns.

Developed actionable plans for Sr. VP of Marketing regarding personnel, expenses, global sales and

marketing programs in struggling overseas markets.

Designed and executed inaugural international sales incentive trip within budget, hosting winners from

Greater China, Korea, Taiwan, Russia and Canada for a week in Las Vegas.

Latimark Consulting, Irving, TX 2008

Marketing Consultant Mannatech

Managed a specific product category for Mannatech, a multi-level marketing firm focused on selling health

and wellness products.

Increased sales by 33% for Mannatech’s Weight & Fitness category in one year with new whey protein

product introduction and the discontinuation of unprofitable products.

Exceeded OsoLean global launch timelines and deliverables for 7 countries by identifying and resolving

roadblocks and managing timelines. Led cross functional team, collaborating with Regulatory Affairs,

Legal, Research & Development and Supply Chain.

Developed brand strategy, product positioning, messaging and go-to-market plans for US and Canada.

Managed portfolio of 10 products in Optimal Weight & Fitness category; go -to-market planning, product

launch, product lifecycle management, budgets, website content, pricing and bundling.

MedSurge Advances, Dallas, TX 2007

Director, Consumer Marketing

Led strategic direction, creation and launch of new brand, FuturePerfect; a for-women-only body shaping

and weight loss fitness spa.

Initiated new category strategy and infused it into a new retail format (combination medical spa and

fitness gym = fitness spa), a new cash-based business opportunity for physicians.

Managed consumer marketing efforts for new Dallas-based retail center including brand strategy and

development, online website strategy/content, marketing/sales materials, testimonials, consumer

insights and sampling. Increased membership by 50% within first six months of grand opening.

Defined menu of services and pricing strategy to align with overall strategy.

Developed and presented marketing plan templates at workshops. Taught over 100 physicians how to

market their independently-owned medical spas to consumers through guerilla marketing programs,

radio, advertising, direct mail, in-store marketing materials and e-mail campaigns.

Latimark Consulting, Los Colinas, TX 2006

Marketing Consultant Nokia

Managed marketing functions for numerous cell phone launches for multiple accounts.

Exceeded goals by 5% for the MetroPCS “Dads & Grads” gift card promotion, a 9.5% total redemption

and an 11.4% lift in total revenue during the promotional timeframe.

Managed the launch process for 8 phones and accompanying marketing programs for MetroPCS &

USCellular accounts.

Mystic Tan, Farmers Branch, TX 2002 - 2005

Marketing Director

Directed marketing efforts for Mystic Tan, the industry leader in sunless tanning with the number one spray

tan brand, spray tanning booths, tanning solutions and lotions.

Negotiated featured appearances on hit TV shows including Friends, MTV’s Real World and American

Idol. Drove editorial placement in top beauty and fashion magazines including Cosmo, Allure and GQ

that increased its PR value from $36M to $92M in two years.

Managed bi-yearly industry trade shows, sponsorships and special events. Sponsorships included Miss

USA, Miss Teen USA, and the Dallas Cowboys Cheerleaders.

Created integrated packaging and brand elements for a line of ten new Mystic Tan take home products.

Managed website direction for both consumer and Mystic Tan salon owner websites.

Developed marketing manuals, point of purchase materials, direct mail, quarterly newsletters, sales

materials and advertising templates. Managed brand image/consistency and trademark guidelines

Education

University of Wisconsin-LaCrosse, LaCrosse WI

Bachelor of Science – Communications

Certifications

Certified in Pragmatic Marketing, 2013-2014

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