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Marketing Director, Content Development, Digital Advocate

Location:
NC, 28092
Posted:
October 28, 2019

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CANDACE CARPENTER.

**** ******** **** adao4a@r.postjobfree.com

Lincolnton, NC 28092 828-***-**** mobile

OVERVIEW.

Strategic Analysis & Execution Technically-Minded Messaging & Content Development Digital Champion

“Candace is known to me as the person behind the major re-branding of one of our US competitors. Candace was very successful and brought to her company a fresh and compelling message which was highly creative, informative and technically sound - we were required to quickly revise our own strategy not to lose potential market share.” – Christopher Millar, CEO, GateKeeper Security Additional professional recommendations available on my personal LinkedIn profile: linkedin.com/in/candacecarpenter B2B Channel/Distribution l 14+ Years Professional Experience Revenue Marketing Thought Leadership Strategic Planning and Execution: An innovative and entrepreneurial-minded professional who demonstrates vision to spearhead and launch strategies that drive business growth and owner value. Conceive and implement multi-tiered initiatives that drive top-line performance and bottom-line results. Message & Content Development: Facilitate and lead the creation of message alignment and development through customer-focused conversations. Possesses the ability to conduct conclusive research and gain a technological understanding of emerging trends in able to lead the development of industry-specific, go-to- market communications that are not just understandable, but engaging. Digital Marketing Champion: I pride myself in upholding a full understanding of the digital networking revolution. I thoroughly believe in the valuable combination of social, web, SEO, digital advertising, and email marketing to better engage your customers, expand your reach and turn “likes” into revenue. PROFESSIONAL EXPERIENCE.

LeeBoy, Inc. April 2016 – Present

Strategic Marketing Manager: Responsible for developing a profound understanding of LeeBoy’s comprehensive business strategy, key initiatives, goals, markets served and products/solutions provided. The most important role is the cultivation of how our most critical messages are to be shaped and delivered to internal employees, our customers, the industry and potentially to our investors. Software Utilized: Microsoft® Office Suite, Adobe® Illustrator CC 2015, InDesign CC 2015 and PhotoShop CC 2015, Google Adwords™, Google Analytics

Selected Accomplishments:

Work with cross-functional teams to plan, develop and execute a comprehensive go-to market strategy that compliments and is in alignment with the near term, intermediate term and long term business goals and objectives.

Interpret complex industry forecasting models and market data in order to provide high-level executive summaries and presentations to stakeholders and C-level management.

Foster deep understanding of the business and industry to develop proper messaging and shed appropriate judgment on when, how and where to provide the LeeBoy story.

Serving as a trusted advisor to senior business leaders, national sales leadership and dealer/channel network in providing a clear and concise voice representing marketing objectives and tactical direction. Participate in solutions- and customer-focused conversations between business units, product lines, sales and operational teams, as well as Dealer/Distributor networks.

Comfortable discussing comprehensive marketing strategy, tactics and budgetary responsibilities with senior level managers. Requires analyzing analytical data to provide actionable insights and future strategic recommendations.

Maintain close contact with B2B Dealer/Distribution Network to fully understand their “state and gaps”, business models, challenges and needs due to, but not limited to, competitive landscape, regulatory factors or simply manufacturer support. Develop and launch lead-generating tools and programs driven by these findings.

Identify influential opportunities to then develop and execute interesting and engaging content across different digital, print and distribution platforms that reinforces strong brand awareness while supporting sales team and organizational efforts.

Develop, implement, track and optimize marketing programs across multiple channels designed to drive customer acquisition, including pay-per-click, organic search optimization (SEO), remarketing and social media.

Serve as the voice and face of the brand within both digital and personal presence. Educate and train staff on digital execution and SOPs ensuring the entire team has accountability for the digital business plan.

Responsible for ensuring that all content meets established tone, theme, accuracy, style and consistency requirements. The ability to focus under fast-paced pressure, the capacity for managing multiple tasks at once and the ability to make sound, autonomous decisions concerning content prioritization.

Manage nurturing roadmap to exploit buying stages and personas of both end users and dealer network. Multipoint touches via email campaigns. Responsible for development through content creation, creative design process and analytical reporting of A/B testing and success.

Drive and execute thought-leadership opportunities (white papers, case studies, infographics, etc); identify and manage editorial calendars in order to submit appropriate material.

Cultivate information capturing programs across multiple channels, including digital, email, traditional and creative new approaches. Working to build reliable CRM database and to improve deliverability of marketing content.

Quarterly launching of new products/models within distribution channels, dealer network and public venues.

Research and select appropriate short- and long-term vendors including creative, digital and event- driven partners to ensure successful and timely project completion.

Currently tackling and organizing completed rebranding of company. New logo, website, messaging, collateral, thought leadership pieces, tradeshow elements, distribution channel adoption programs, training videos, etc. Projected timeline 6 months, budget $750,000. Maternity Leave/Stay at Home November 2015 – April 2016 Advanced Detection Technology, LLC Promoted May 2014 – November 2015 Director of Global Marketing & Middle Eastern Sales: Growth opportunity within the company to lead and develop the existing sales team into a stronger, higher-performing organizational division while also directly assuming a prestigious regional responsibility. Full comprehension of the competitive global landscape, internal and external relationships and realities of an ever-changing market are essential in order to lead, manage and nurture effectively both the sales and marketing efforts. Software Utilized: Microsoft® Office Suite, Adobe® Illustrator CC 2015, InDesign CC 2015 and PhotoShop CC 2015, Google Adwords™, Google Analytics, InfusionSoft® CRM, SalesForce® CRM Selected Accomplishments:

Champion corporate-wide initiative in changing the behavior and voice of the global sales team comprised of eight (8) individuals. New techniques are customer-focused and aim to solve existing problems in regards to productivity, efficiency, image, operational cost and/or market stability.

Increasing quote rate by 215% to fulfill “sales formula” requiring a minimum of 40 qualified quotes per month to meet yearly corporate sales objectives of $4.2million.

Personally responsible for $1.2 Million (28% of company’s overall revenue) in Middle Eastern regional territory. Sales revenue goal meet – the first time this has been obtained in 12-year history.

Hourly use of Customer Relationship Management (CRM) software to properly manage customer data and customer interactions, marketing and customer support and also supervise employee, vendor and partner relationships.

Perform strategic and analytical revenue and demand forecasting, budgetary presentations, market opportunity reports and other related administrative tasks to grow financial objectives.

Continued accountability for corporate marketing responsibilities (below job description) including global positioning, content and strategic messaging, social media and thought leadership initiatives to position Advanced Detection as the leader in physical security solutions. Advanced Detection Technology, LLC November 2013 – May 2014 Global Marketing Director: Recruited and invited back by Advanced Detection’s founder and CEO to reposition the company as the world’s leading manufacturer of Under-Vehicle Inspection Systems - which, proudly, it is. Starting from a clean slate, I have worked – alongside a great team and two (2) direct reports – to give the company not only a new look, but also a new voice. Selected Accomplishments:

Collaboratively completed the rebranding of our corporate image and messaging. Included new corporate logo, messaging/vision platform, website, social media campaigns/post, comprehensive collateral, technical documentation, promotional and supporting sales tools. Time Line: 6 months, Budget: $70,000

Build and manage the company's first global thought-leadership program by releasing White Papers and technically sound consultative pieces to distribute to like-minded security professional, dealers and consultants.

Active role in weekly meetings where upper-level management identified and executed plans to improve product lines, implement operational/manufacturing changes, evaluate technological advancements and develop compelling global go-to-market strategies.

Maintained competitive market analysis for technical product features and functionality, as well as pricing structures and discount rates. Develop and execute appropriate marketing plans, materials and/or messaging to combat any lag that may become apparent.

Lead efforts to extend our reach and interaction with customers worldwide through additional channels, including internal social media, multimedia, digital signage and scheduled events.

To further build brand and company identity, successfully trademarked global product-family name, LowCam®.

Global increase of projected market share from 25% to 40% in less than 1 year. Positioned company as the superior brand name by leveraging consumer confidence, premium pricing strategies, quality expectations and overall corporate image. Three major competitors globally, however, 30+ total companies biding for their respective space within the market.

Recruited, selected, managed and developed marketing and sales staff. Made decisions regarding hiring, promotions, salary adjustments, discipline and any other changes of employee status.

Supervise all arrangements for special events including domestic and international shows, special product demonstrations and entertainment functions in accordance with the exhibit marketing plan and company standards. Responsible for meeting individual trade show schedule deadlines in the areas of freight, services, graphics, product demonstrations, space deposits, hospitality suites, show literature, show promotions, show public relations and booth design.

Diligently work with third party writing and media agencies/vendors in order to maximize output.

Heightened consumer experience by creating engaging, interactive sales tools including online product configurator, online quoting calculator and construction design guides.

Continually enhance SEO, social media and email marketing campaigns to heighten visibility in our niche market, see below Google Analytics overview that captures online visibility growth of 908% and amplified consumer engagement:

CommScope, Inc. October 2010 – November 2013

Solutions Marketing Manager, Broadband and Federal U.S. Government: Leading and guiding the strategic development, integration, execution and implementation of solutions-focused initiatives and messaging for two of CommScope’s principal business units - accounting for $500 million in yearly sales. Part solutions marketing advocate and part subject matter expert, my job is to identify market opportunities and influence cross-functional teams to align with CommScope’s corporate revenue-generating goals and objectives. Software Utilized: Microsoft® Office Suite, SalesForce CRM, Adobe® Illustrator, InDesign and PhotoShop Selected Accomplishments:

Support highly-technical business units in reaching $300 million yearly revenue goal by finding and exploiting synergies. Complete large scale global product launches requiring end-to-end marketing activities from preliminary messaging/positioning workshops to defining graphic elements to securing online product presence.

Assure that corporate objectives are at the foundation of all marketing plans and go-to-market strategies for the Enterprise, Broadband and Federal business units.

Work intimately with product line management (PLM) to gain a technical perspective/understanding in order to develop and convey consistent solutions-based messaging for newly emerging and existing product lines. Simply turn “engineering speak” into easy-to-convey ideas across any medium.

Establish formal communication processes between all internal teams (marketing, sales, customer service, PLM and R&D) including a monthly product-related newsletter, monthly technology updates and quarterly internal presentations.

Rally with the Regional Marketing Managers to build messaging, as well as establish the appropriate avenues and scheduling around customer facing events, such as tradeshows, social media channels, digital marketing campaigns, etc.

Maintain Enterprise, Broadband and Federal related eCatalog products, descriptions, images, related documents (digital, online catalog). Efforts included mobile app development, online pricing/quoting tools, etc.

Advanced Detection Technology, LLC June 2007 – October 2010 Global Marketing Specialist, promoted to Global Marketing Manager: Acting as a trusted advisor, it is my job to position the portfolio to hold steady despite a shrinking market. Simplified previously complicated marketing collateral to resonate more with less-technical audiences. Software Utilized: Microsoft® Office Suite, SalesForce CRM, Adobe® Illustrator, PhotoShop, Google Adwords Selected Accomplishments:

Amplify and simplify company’s persona in highly specialized market by directing complete overhaul of company’s brand identity.

Cut marketing expenses by 75% due to downturn in economy. Supported in-house marketing, operations, logistics and IT efforts. Assigned undergraduate and graduate interns.

Establish and increase product/brand awareness through email campaigns, publication advertisements, technical articles, SEO marketing initiatives and additional industry-focused channels.

Successful launch of 6+ new products in the high-tech security industry, maintained active role in entire product life cycle and go-to-market strategies.

Translate market research, forecasting and industry trends into detailed graphic illustrations and written presentations for senior management and investors.

Design all print media, including product catalog, product brochures, tradeshow booth graphics, info cards, training manuals, specification sheets and company website content using Adobe® Suite.

Explore domestic and international tradeshows’ expected ROI, coordinate tradeshow calendar, acquire exhibit space, fulfill contract terms, order booth items, produce all marketing/promotional materials, manage logistics, aid sales team during demonstrations, facilitate lead generation and follow up emails/phone calls.

Demonstrate superb writing ability by creating easy-to-read, creditable press releases, white papers, industry specific magazine articles, mass emails and product-oriented newsletter.

Enforced a sales lead qualification process using customer relationship management (CRM) database, Salesforce.com.

FORMAL EDUCATION.

University of North Carolina at Charlotte June 2005 – May 2007 AACSB-Accredited Institution

Master of Business Administration (MBA)

University of North Carolina at Charlotte, 2007, GPA: 3.62 Bachelor of Science in Business Administration (B.S.B.A.), Marketing Major, Psychology Minor University of North Carolina at Charlotte, 2005, GPA: 3.39 THANK YOU!



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