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Digital marketing, communications, and sales enablement professional

Rockville, MD
December 02, 2019

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Peter A. Lalos

**** *** ****** ****, ******* MD *0854

Cell: 240-***-****


Professional Value Proposition: Your organization will benefit from a versatile marketing/sales, operations, editorial, and business development expert with in-depth experience in the fields of both digital and traditional marketing.

PresSure Products Company, Inc. (Potomac, MD) (September 2014-present)

Director of Administration/Marketing/Sales

● Key metrics: Higher YOY sales in 4 of 5 years at company; tripled dollar amount of quoted process equipment; increased closed quote rate from 25% to 82% of all incoming opportunities; raised on-time product ship rate from 70% to 85%; and cut $100,000 in annual variable expenses from operating budget

● Manage PPC's company-wide administration, including digital marketing/sales, website SEO/SEM, customer relationship management (CRM), human resources, machine shop scheduling, quality assurance, accounting, professional development, compensation and benefits, performance evaluation, training and recruiting

● Establish corporate marketing and sales, policies, and systems for both process and machine divisions; created employee handbook from scratch and implemented new policies as needed

● Produce all corporate marketing collateral and oversee corporate booth exhibit schedule and logistics

● Led social media messaging strategy for Twitter (increased followers from 17 to more than 900), Facebook, LinkedIn, YouTube, Google+, blogs, etc.

● Revamped corporate website, managed Google Analytics program, and oversaw creation of new online storefront for PPC products

● Created new customized CRM database to track new sales prospects and quotations

● Update and implement standard business policies and accounting practices

● Analyze trends in weekly financial reports and monthly/annual financial statements

● Manage cash flow and forecasting; oversee and lead annual budgeting and planning process

● Spearheaded initiative to eliminate $800,000+ in inventory overvaluation from company books

Citrix Systems, Inc. (Bethesda, MD) (September 2010-May 2014)

Marketing Program and Content Manager

● Wrote, edited, and oversaw production of US Public Sector (USPS) white paper, solution brief, fact sheet, and PowerPoint presentation collateral; topics included mobile workstyles, telework, BYOD computing, networking, cloud computing, datacenter consolidation, thin client computing, and green IT solutions for federal, state, and local government; K/12 and higher education; and healthcare markets

● Lead generation/demand generation marketing activities in support of sales team secured in excess of $25 million in total new-customer opportunity dollars within US federal, state, and local government/education market

● Directed content development, organization, and SEO/SEM duties for USPS section of Citrix website

● Created content for and leveraging of social media channels (Twitter, Facebook, blogs, and LinkedIn)

● Directed content, promotion, and event-day management of Citrix educational seminars and webinars

● Managed USPS conference logistics, exhibit space rental, supply orders, website ads, booth presentation planning, speaker arrangements, and abstract submissions

● Drafted press releases, marketing event invitation e-mails, follow-up e-mails, and trade press articles

● Oversaw logistics for internal Citrix events: Staff training, sales meetings, and team-building activities

MetaMedia Training International, Inc. (Germantown, MD) (June 2004-June 2010)

Corporate Marketing Manager

● Established new corporate marketing position and responsibilities including company website and associated digital media, press releases, exhibit booth prep and staffing, demo videos, brochure and fact sheet development, online advertising, media buying, direct mail efforts; expanded website from 6 to more than 80 pages of content

● Served as project manager for various federal government/ private/nonprofit client contracts dealing with marketing, communications, and online outreach

● Won over $50,000 in new projects from contract proposals written for RFPs and other business opps

● Added Facebook, Twitter, and MySpace links to website to drive up site visit rates; worked with Art Director to optimize search engine use (Google, Bing, Yahoo, MSN, etc.) by browsers, resulting in a monthly traffic increase of 328%

● Served editorial quality control/quality assurance role for new training programs and proposals

● Played central role in launching product-based spinoff company MetaMedia Publishing; responsibilities included direction and daily administration of sales and marketing program, brand management, creation/maintenance of website and online store, customer service program, shipping and fulfillment, product launch and quality control, and media relations

Technical Resources International, Inc. (Bethesda, MD) (January 2003-March 2004)

Business Development Associate

● Won $750,000 worth of contracts from individually written proposals, and $1.4 million total from a combination of individual and collaborative-effort proposals

● Streamlined contract identification and lead proposal processes to more rapidly land/attract business

● Established new corporate marketing efforts to government, private, and nonprofit entities through print and electronic media (targeted brochures, web, and e-mail); revamped corporate website content/look

American Psychiatric Publishing, Inc. (Washington, DC) (August 2001-December 2002)

Journals Marketing Manager

● Oversaw and improved digital and direct mail marketing/advertising programs; wrote marketing copy; analyzed campaign results for publications including the American Journal of Psychiatry

● Managed bulk journal sub negotiations and library/subscription agency marketing channels

● Managed marketing launch of new ongoing certification journal Focus

● Oversaw execution of journal renewal and expire programs

● Represented APPI at professional meetings and conferences, and maintained journal website content

Aspen Publishers, Inc. (Gaithersburg, MD) (March 1998-July 2001)

Promotion Manager

● Managed direct mail marketing for newsletters, manuals, books, and journals in education, nonprofit, and criminal justice disciplines; wrote marketing copy; responsible for $4.1 million education line and 113 DM campaigns a year

● Prepared marketing budgets, sales reports, and backend campaign performance reports for all pubs

● Staged and staffed all North American trade show exhibits for department; assisted in new product proposal process and website development

● Coordinated and improved education newsletter renewal process and reduced number of dropped subscriptions by 15%

Technical Resources International, Inc. (Rockville, MD) (June 1996-March 1998)

Communications Coordinator/Writer

● Was hand-selected as onsite project management contractor to develop website content, staff exhibit booths, and write outreach materials for National Institutes of Health (NIH) Office of Science Education

● Oversaw budget, staff assignments, and production schedule as work assignment manager for Environmental Protection Agency’s (EPA) groundbreaking Green Lights/Energy Star energy conservation awareness program

● Wrote copy for and managed production process for websites, brochures, newsletters, slide shows, booth exhibits, posters, pocket folders, and fact sheets for EPA and Department of Energy (DOE) pollution prevention/climate control programs

Treasury Management Association (Bethesda, MD) (March 1994-June 1996)

Marketing Communications Coordinator

● Perfected association's direct mail marketing/outreach programs for conferences and products/services

● Coordinated DM production process with advertising agency, printers, mailhouses, and list brokers

● Increased awareness of association's work through drafting of press releases, overseeing PR dissemination, and writing summaries of coverage as mentioned in trade and business press

● Wrote, copyedited, and proofread marketing campaign copy/articles for TMA's five newsletters/journals

● Coordinated article review process between editorial board and TMA Journal authors

National Institute of Standards & Technology (Gaithersburg, MD) (Sept. 1993-March 1994)


● Established new public relations activities for NIST Physics Laboratory research programs

● Wrote and oversaw design/production of new public relations literature

● Created PR materials on institute research initiatives with NIST Public Affairs Division


Proficient in Microsoft Office Suite, Chrome, Firefox, Internet Explorer, Sage, Salesforce, SAP, Skype, TeamViewer, SharePoint, ShareFile, GoToMeeting, GoToWebinar, Marketo, PowerPoint, Podio, WordPress, and various database systems. Also have managed/collaborated with graphic designers, web designers, computer programmers, IT staff, animators, sales reps, editorial staff, public relations firms, conference organizers, senior management and other stakeholders, subject matter experts, advertising agencies, list brokers, print vendors, and mailhouses.


Bucknell University, Lewisburg, PA (1989-1993)

B.A. English (May 1993)

Minor, Political Science

GPA: 3.8/4.0, graduated magna cum laude

Omicron Delta Kappa national leadership honor society member

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