Andrea Olson

**** ****** **** - *********, **** 52803 - Mobile: 319-***-****

Email: acqm71@r.postjobfree.com - LinkedIn: www.linkedin.com/in/olsonandrea1

VP/Director of Global Marketing and Digital Strategy

4-time ADDY® award-winner, with 17 years of direct, digital, social, technology and content marketing expertise that consistently exceeded customer/client expectations for companies ranging from SaaS/web development firms and advertising agencies, to multi-million dollar international manufacturers.

Leadership experience includes serving as executive marketing head for a $350m international equipment manufacturer, with responsibility for 7 direct and 21 indirect reports that supported 151 dealer and distributor channel partners across 6 continents, successfully launching 55+ new products over a 5-year period.

Areas of Expertise

Digital Strategy & Technology Development

Qualitative & Quantitative Customer Analysis

Brand Identity & Campaign Development

Developing Ongoing Lead Generation Programs

International New Product/Service Launches

Market Research and Go-To-Market Strategies

Multi-Media Marketing Program Design

Building & Leading High-Performance Teams

Career Highlights

Drove and directed a comprehensive re-branding and global marketing strategy for a $350 million manufacturer, including implementation of operational, digital, social and interactive marketing programs, customer engagement programs and sales training, which was instrumental in improving customer satisfaction 22% in 16 months.

Successfully designed an international marketing organizational structure across 10 countries, focused around on-boarding, personnel development, department processes and product launch programs. Consequently, reduced new product time-to-market by 83 days within 11 months.

Established comprehensive marketing performance measurement systems that accomplished the following: 1) Integrated real-time analytics for global digital and print marketing programs; 2) Increased marketing programs ROI 213% in 16 months; and 3) Grew online lead generation by 126% within 14 months.

Led global market launch of largest product line introduction in company history, including international tradeshows, sales training, print, digital media, websites, collateral, campaigns and promotion strategies. As a result, exceeded first year sales expectations by 76% within 113 days of launch.

Advanced Software and Technical Knowledge

Design/Copywriting: Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Balsamiq, Spiceworks

Campaign Software: Vertical Response, MailChimp, Constant Contact

CRM Platforms: Salesforce, Marketo, Sugar, Sage, Sharepoint, LogMyCalls

SEO/Analytics: SEM, Google Analytics, Google AdWords, Bing Ads

Social: HootSuite, Perch

CMS Platforms: Zoho, Drupal, Sitefinity, Microsoft Dynamics, Proprietary Platforms

Office: MS Excel, MS Word, MS Access, MS Outlook, MS PowerPoint

Web Coding: HTML, CSS, UI, UX Design

Key Areas of Competency

Online Technology and Platform Development

Strategic Visioning, Planning & Execution

Customer Relationship Management

Managing All Phases of the Marketing Lifecycle

International & Multi-Cultural Marketing

Defining Benchmarks & Best Practice Techniques

Digital, Social & Search Engine Marketing

Marketing Automation, KPIs, Metrics & Analytics

Professional Experience & Accomplishments

Prag'madik Marketing (www.pragmadik.com) - Davenport, Iowa 2007 to Present

(Founder of a privately-held, B2B marketing consulting and services agency)

Vice President of International Marketing and Digital Strategy – Responsible for managing company growth initiatives, financials, business planning and P&L oversight. Additionally, leader of creative and technical teams in development of comprehensive, multi-media marketing campaigns, brand identity and automation systems implementation for a wide-array of clients including professional services, finance, advertising, healthcare and manufacturing industries.

Designed and led implementation of comprehensive digital and print strategies for 6 key clients, including online presence, SEO, social media, brand design, marketing campaigns, promotional programs, and collateral development.

Marco Group International (www.marco.us) - Davenport, Iowa 2012 to 2015

(Privately-held, international industrial surface preparation equipment manufacturer)

Director of Marketing/Digital Strategy (2012-2015) – Responsible for directing U.S. marketing teams to support global sales and product development departments, including 7-branch locations, distribution channels and budgetary oversight. Led growth initiatives and optimized internal processes including marketing cost reductions, online marketing strategies, online sales strategy and brand development.

Drove IT data modernization initiatives, expanding and simplifying product information access and delivery. Subsequently, developed online CRM system and data architecture for 5,657 parts, modernizing a 20-year old legacy system infrastructure, reducing internal search time by 56%.

Designed vision and led implementation of a comprehensive product content cataloging system, including data standardization, CMS integration and PDF auto-generation of 300+ specification tear-sheets, eliminating over 3,500 marketing man-hours.

Served as marketing lead in managing the design, development and implementation of digital platforms, including intranet, website, extranet systems and mobile versions. Additionally, integrated multi-media and social marketing programs that increased positive brand awareness by 82% within one year.

Interim Director of Sales (2013-2014) – Primary duties focused on directing inside sales team to increase company growth following internal restructure. Led all aspects of team development, recruitment, pricing strategies, opportunity assessment and sales process optmization.

Increased previous year’s revenue generation by 6%, delivering most profitable January-February (2013) in company history. Responsible for designing and implementing new training programs and developing inside sales organization skillsets on technical products and processes.

Led development of sales opportunity measurement systems. Defined critical metrics and criteria for measurement across multiple industries and applications. Designed and implemented online digital systems for increasing sales projection accuracy, delivering 74% accuracy increase.

Martin Engineering Company (www.martin-eng.com) - Neponset, Illinois 2007 to 2012

(Privately-held, international industrial conveyor and dust control equipment manufacturer)

Global Corporate Marketing Manager – Served as leader of online and offline marketing efforts for North America, Latin America, South America, Europe, Africa, Middle East and ASEAN regions. Directed marketing support to OEM, guided, distribution and dealer channels. Designed and implemented global marketing strategic vision, led planning and oversight, including a 4-year structure and economics.

Directed implementation of digital infrastructure, including global intranet, extranet, eCommerce, CRM, and market opportunity management systems. Improved opportunity projection and customer data accuracy 154% and expanded share of wallet 13% within 19 months.

Spearheaded efforts in reducing marketing costs, reconciling in an 8-month period more than 100 trade names into consolidated lines. As a result, eliminated $184,000 in year-over-year trademark management expenses.

Led the development of global internal communications strategy, including messaging, rollout, training and ongoing employee empowerment programs. Program resulted in a 26% increase in employee satisfaction in 12 months.

Geonetric, Inc. (www.geonetric.com) - Cedar Rapids, Iowa 1999 to 2007

(Supporting founder of this privately-held, SaaS and web development firm for the healthcare industry)

Director of Marketing (2001-2007) – Responsibilities included designing company brand identity, online marketing strategies, new product development and new business development. Designed interactive and traditional marketing strategies and programs for clients and managed project implementation.

Cooperatively restructured company’s business model in 2001 from project-based to a SaaS annual subscription model, doubling revenue growth and stabilizing cash flow within 13 months.

Designed corporate marketing strategy, positioning, sales training, digital/social promotional programs, media channel strategy, and collateral, which improved lead conversion rates 81% within 8 months and achieved a 98% customer retention rate.

Key Account and Project Manager (2000-2004) – Responsible for managing new product development, client engagements, client retention and satisfaction. Led project development process, supervising a 20-member team of creative and technical resources. Defined project scope, timelines, deliverables and pricing.

Served as client liaison for 16 inside sales accounts and secured 22 additional key accounts in one year, which generated more than $351,000 in new revenue.

Developed and directed partnership program with nationally recognized healthcare advertising agencies, organizations, and publications, generating national speaking engagements, published works and $176,000 in revenue over 24 months.

Creative Director and Designer (1999-2004) – Directed the company's client visual identity design and brand messaging, including sales collateral, digital, direct marketing, and brand initiatives. Spearheaded the development of client website and interactive projects, including visual design, user interface, content development, taxonomy, content architecture and search engine optimization. Led creative and UX development teams.

Designed and led a marketing consulting services program, serving as a supplemental revenue channel, securing over $221,000 of new sales in one year.

Academic Credentials, Awards & Certifications

B.A., Communications, University of Iowa, Iowa City, Iowa

MBA Coursework, Finance, Analytics and Accounting, American Management Association, Chicago, Illinois

SCIP CII™ Certification

Achieve Global™ Executive Leadership and Change Management Certification

Human Factors™ UX Usability Certification

Pragmatic Marketing™ Project Management Certification

American Advertising Federation® Service Person of the Year

Endorsements

“I had the pleasure of working with Andrea at Martin Engineering on two global customer loyalty studies. Executing these studies without Andrea’s marketing knowledge, research skill, and ability to manage her regional offices would have been impossible. I was most impressed with the way Andrea analyzed the information we provided her and created action plans based on the survey results…developing insightful and useful guidelines and goals for all company regions.”

– Mitch Griffin, Professor of Marketing at Bradley University and Simantel Consultant

"For almost any role requiring quick-on-your-feet creative thinking, organizing and leading communication efforts, or building strategic marketing and branding plans (and then executing them), Andrea would be highly recommended."

– Eric Engelmann, CEO at Geonetric

"Her drive and vision is an asset to any company, as well as her colleagues. Andrea was always available and interested in furthering my professional development, she had a genuine interest in helping advance the level and quality of marketing, pushing me always to improve and increase my marketing knowledge and effectiveness."

–Elizabeth Allen, Senior Global Marketing Analyst at Martin Engineering

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