Sales Marketing

ELSA CANTU

**** ******* **., *** *********, TX **803 http://www.linkedin.com/in/elsacantu

214-***-**** **********@*****.***

MARKETING COMMUNICATIONS & PRODUCT MARKETING LEADER

Marketing Strategy Events Digital Content Branding

SUMMARY OF QUALIFICATIONS

A highly motivated, business-oriented marketing leader with exceptional experience in B2B and B2C marketing, market development and international marketing. Versatile manager bringing true “firepower” with impressive results across Marketing, Public Relations, Communications, Internet, and Advertising disciplines; specific industry expertise in manufacturing, enterprise software, telecommunications, utilities, construction and tourism.

Creative thinker who brings innovative perspective combined with strong financial and market analysis.

MARKETING RESULTS

* Built the highest-performing marketing function in the company (sales/marketing delivered 31% ROI).

* Lead marketing for $1 billion division, delivering programs across four key product lines.

* Created a 25% increase in global demand through international lead generation programs.

* Managed marketing budgets of up to $6.2 million and high-performing marketing teams of up to 35.

* Led marketing for 150 product lines for one company, training sales teams and building collateral.

* Delivered 20% revenue lift and opened 10 new markets within 12 months.

MARKETING EXPERIENCE

Global Marketing Manager

Halliburton, Houston, TX January 2014 to Present

Manage a $6.2 million global budget for the drill bits and down-hole tools division (a high profile business unit). Provide leadership in the development of marketing strategy to acquire and retain customers and grow revenue. Oversee the development of all marketing programs and materials including divisional branding, product marketing, and sales enablement and serve as hands-on leader (coach and player) in the creation of all marketing content produced (on-page, off-page, social and PR). Oversee a team of 7 employees and contractors.

* Product Marketing: Lead marketing across a product matrix of 4 product lines with $1 billion business value. Drive go-to-market planning and then lifecycle management for multiple new products, including teaser ads, sales enablement & training, product positioning and value-oriented content generation.

* Digital Marketing: Transform the division’s online presence, building keyword rich content. Lead SEO/SEM strategy and advertising, garnering the best revenue-generating months in the history of the company. Build and launch social marketing initiatives on Facebook, Twitter, YouTube and industry-oriented sites. Increase page views by an average 20%.

* Lead Generation: Drive customer acquisition and nurturing programs, using CRM to capture and capitalize on leads from advertising, customer events, white papers, seminars, and trade shows. Build email marketing using Microsoft Dynamics, segmenting customer lists and driving email engagement campaigns.

* Branding & Content: Develop and implement strategies for brand awareness, including content calendar, content creation and cross-platform syndication. Manage ad agency and launch of first-ever billboard.

* Customer Programs: Analyze customer metrics, seeking engagement and revenue patterns. Create customer engagement strategies by segment and geography. Build customer case study program and testimonials.

* Sales Enablement: Provide sales teams with marketing strategy and support. Integrate sales into launch plans, including development of a sales toolkit, scripts, presentations, naming contest, and town halls.

* Marketing Process & Measurement: Embed CRM throughout marketing programs to show results of lead generation and marketing. Establish, track and adjust the Key Performance Indicators (KPIs) for the team, developing a dashboard for reporting. Achieved the highest ROI for marketing and sales groups, 31%.

Marketing Manager

Megger, Dallas, TX 2007 to 2014

Responsible for managing a $3.5 million marketing budget and leading the development of effective and efficient corporate marketing, field marketing, and public relations plans for a $300 million Test and Measurement equipment division of a global manufacturer and hardware/software developer. Led global marketing for the Americas, Northeast Asia, China, and Europe. Managed a team of 8, including marketing staff and contractors.

* Global Product Marketing: Developed launch plans for market customization, creating in-language marketing programs and distributor collateral. Analyzed global competitive landscape and positioning.

* Public Relations: Managed PR agency; develop and create a specific contractor strategy, driving opinion/editorial pieces based on topical news. Prepared a public relations/media relations roadmap to industry media and clients in Americas, increasing quote requests by 15% over a ten-week period.

* Lead Nurturing: Drove lead generation through content and CRM. Built editorial calendars, newsletters, white papers, industry magazines/sites, and lead nurturing programs for sales, enabling them to move their sales pitch to the C-Level and conduct value-based/solution-based selling.

* Distributor/Reseller Marketing: Developed an opportunity pipeline in support of distributors, creating a 25% increase in worldwide demand for new transformer test instruments,

* Digital Marketing: Led web content, SEO, SEM and web analytics in a very competitive market. Ensured consistency across all touch points. As a result of intense SEO focus, site achieved the #1 result on Google, Yahoo and Bing for an entire category of keywords. Increased web traffic by 22% and leads by 20%.

Marketing Communications Manager - USA/Canada

Interceramic, Garland, TX 2003 to 2005

Managed and maintained fiscal responsibility of a $3.2 million marketing communications and public relations budget for a $350 million B2B and B2C global tile and fixture manufacturer, managing a team of five.

* Digital Marketing: Built web content; migrated collateral online and steered the development of an online design tool and an e-commerce virtual store.

* Lead Generation: Developed personas and marketing plans; increased response rate of direct mail by 17%.

* Sales & Distributor Enablement: Steered sales training/sales support for 100- 150 different product lines; built training, sales kits, RFP process, and online data sheets. Increased bid responses by 10%.

PRIOR ROLES

Senior Marketing Manager, Oncor, Dallas, TX 2000 to 2002

Led marketing to support a telecom and energy group; design product offerings, manage lead generation and sales enablement for B2B and B2C markets. Led expansion into 10 new markets in 12 months.

Field Marketing Manager, Verizon, Dallas, TX 1998 to 2000

Created go-to-market strategy, and marcom for B2B and B2C products (data, security, web services, telephony).

Marketing Manager, AT&T, Dallas, TX 1994 to 1998

Led marketing and sales alignment for wireless phones (B2B and B2C); then promoted to landline group. Supported channel/partner teams and supervised staff of bilingual inside sales team of 35.

EDUCATION

B.A. Political Science Texas, A&M University College Station, Texas

M.B.A., Management Our Lady of Lake, University San Antonio, Texas

Graduate Certification, Finance, Southern Methodist University Dallas, Texas

Contact this candidate