Heather Woods-Menendez

*** ****** ***** • Mandeville, Louisiana 70471

(T) 985-***-**** (C) 504-***-**** (E) acxb89@r.postjobfree.com Summary of Qualifications

Passionate sales and marketing professional experienced in driving trial and awareness, creating integrated marketing campaigns and increasing revenue through impactful sales programs. Proven ability to identify opportunities to increase revenue via strategic market plans, clear and consistent communications and experiential event execution. A high-energy “win as a team” leader possessing the ability to cultivate strategic relationships with influencers, distributor partners and key accounts to drive long-term sales growth. Specialized in:

Strategic Planning; Project Management; Sales; Distributor Engagement; Brand Management; Employee Development; Promotional Campaigns; Consumer Engagement; Field Sales and Marketing; Traditional, Digital and Social Media Execution; PR/Influencer Strategy; Sponsorships and Agency Management Areas of Strength:

• 20+ years Sales & Marketing experience; proven track record successfully launching brands

• Cultivating long lasting strategic partnerships

• Ability to balance numerous priorities and deliver objectives on time

• Employ high level of energy, attacking opportunities for best outcome

• Performance management

Professional Experience

HWM Marketing, L.L.C., Mandeville, LA October 2011 – present Marketing Consulting Agency

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President/Owner

Work with clients to define goals and objectives; define brand personality; develop strategies and programs; oversee plan execution; and drive awareness to increase sales and brand growth. Accomplishments:

• Developed and managed evamor’s national Field Marketing strategy to drive trial, grow brand awareness and support distribution footprint

• Identified, engaged and cultivated local/national influencers for evamor water: providing credible social media content, driving brand awareness, and strengthening brand cache’

• Collaborated with evamor water Brand team and creative agency on successful brand refresh

• Supported Vice President of Sales & Distribution with initiatives to engage distributors, buyers and consumers resulting in minimum of 45% sales growth each year Duties:

• Branding and identity, relationship cultivation and development, consumer facing marketing, event marketing, content creation, consumer collecting, creative and advertising consulting, agency/vendor management, trend spotting, grassroots program development, new concepts/big idea development, sales support, POS development, and distributor management GLACEAU / COCA-COLA NORTH AMERICA, New Orleans, LA Jan 2008 – March 2011 smartwater, vitaminwater, POWERADE, FUZE & NOS

Coca-Cola is the world’s leading beverage company, with more than 100 products sold worldwide. Regional Marketing Manager

Engaged multiple bottlers to obtain buy-in and ensure seamless execution of various brand programs in emerging markets (Houston, Memphis, Little Rock and New Orleans). Led a team of District Marketing Managers to ensure development and execution of localized vitaminwater, vitaminwater zero, smartwater, POWERADE, Fuze and NOS programs. Oversaw the implementation of national marketing platforms into relevant regional/local market events, partnerships, and consumer experiences. Developed and sold-in retail programs to regional on and off premise accounts. Accomplishments:

• Member of 2011 NOS Energy Drink Blueprint Planning Team; responsible for delivering unique, credible, experiential and scalable 2011 programs and event toolkits

• Served as part of Coca-Cola South Business Unit’s - Houston Leadership Market Team; responsible for overall development and execution of marketing and advertising plan to support vitaminwater relaunch

• Leveraged partnership with POWERADE/vitaminwater athlete, Chris Paul, to obtain local opportunities outside of National contract

• Coached and developed two underperforming direct reports into successful and effective District Marketing Managers

Duties:

• Oversaw field marketing execution of multiple vehicle sampling teams

• Activated local influencer events through use of social media, portfolio assets and local contacts

• Developed and implemented retailer specific programs to increase cases on display and drive volume

• Built and executed media strategy to include print, ooh, radio, and social media

• Worked with bottler system to establish efficiencies and communicate marketing activity

• Managed $2.2 million annual marketing budget

RED BULL NORTH AMERICA, New Orleans, LA Jan 2001 – Jan 2008 Worldwide #1 energy drink company (sold in over 160 countries). Field Marketing Manager

Responsible for the development and execution of innovative and impactful quarterly/yearly strategic marketing plans. Identified and executed unique brand “image” opportunities, in a credible fashion, for maximum impact and to generate word of mouth. Effectively leveraged National and Regional Red Bull properties, in local market, ensured market relevance and quality execution. Accomplishments:

• Consistent on-target to above target performance led to role of Field Marketing Manager mentor

• Executed “Best in Class” VIP Red Bull Blue Elements Party in 2004

• Developed local World Champion Flatland BMX rider Terry Adams into a Red Bull athlete.

• Collaborated with Baton Rouge BMX enthusiasts to develop their small “backyard event” into one that drew over 1,000 BMX riders, skateboarders, b-boys and graffiti artists

• Hosted “mystery location” Mardi Gras event, on St. Charles avenue, attended by 800+ college students Duties:

• Hired, trained and developed Team Managers to ensure sampling teams operated strategically; built belief in the brand and generated word of mouth

• Developed and coached Team Managers to ensure effective and strategic operation of sampling program

• Participated in recruiting and interviewing process of Sampling Team members

• Planned events and activities with an eye toward the details; including post-event buzz (Youtube, facebook, endemic blogs and magazines)

• Maintained and grew relationship base amongst key culture (art, music and film) and sport (board sports, BMX and pro athlete) scenes; leveraged to generate opportunities to bring Red Bull to life

• Recruited, interviewed, hired and trained Student Brand Managers; utilized to activate relationships and bring Red Bull to life on their campuses

• Partnered with on and off-premise managers to integrate marketing and sales opportunities to drive business forward

• Collaborated with counterparts to execute distributor initiatives, crew drives and product launches

• Managed $65K local event budget as well as 3 Louisiana vehicle team’s operating budgets New Orleans Zephyrs, Metairie, LA Sept 1996 – Jan 2001 Triple-A Minor League Baseball Team

Director of Merchandising & Promotions

Sold corporate sponsorships and group ticket packages to new customers as well as secured contract renewals of existing sponsors. Developed, planned and executed new in-stadium retail concept. Managed "Strike Zone" sales team. Ordered and managed budget for all promotional, team and retail items. Accomplishments:

• Served as Special Events Committee Member responsible for development and successful execution of events such as Park Grand Opening, Triple-A All-Star game and Boudreaux/Chlotile Mascot wedding Duties:

• Responsible for day to day management and profitability of “Strike Zone”

• Securing corporate sponsors and selling group ticket packages Ralph & Kacoo’s, New Orleans, LA March 1993 - Sept 1996 Louisiana based multi-chain seafood restaurant

Director of Marketing

Planned and executed advertising campaign, directed at locals, for Metairie and French Quarter locations. Promoted restaurants, to locals and tourists, via Trade Shows, Hospitality Nights and high profile charity events. Accomplishments:

• Implemented a successful Neighborhood Marketing Program, for Metairie location, utilizing employee focus groups and customer appreciation surveys

Duties:

• Publicized renovation of Metairie location through press releases and radio promotions

• Generated corporate, convention and special event sales and handled all on-site arrangements Sports Unlimited, Kenner, LA March 1992 – March 1993 A now defunct National Sporting Goods Chain

Special Events Coordinator

Executed promotional events and educational clinics to drive in-store traffic and incremental sales. Served as Community Liaison as well as maintained local event and promotional items budget. Accomplishments:

• Trained Special Events Coordinators in other markets

• Managed creation and promotion of Saints poster to benefit Ronald McDonald House Duties:

• Handled all donation, promotion, and media inquiries

• Arranged in-store athlete appearances

• Organized clinics to highlight in-season sports equipment Education

Louisiana State University, Baton Rouge, LA

Bachelor of Arts Speech Communications: 3.7 G.P.A

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