Social Media Customer Engagement
Resume:
Michael J. Perna
Building Brand Impact Through
Strategic Marketing Leadership
and Creative Innovation
*******.*****@********.***
linkedin.com/in/michaelperna/
North Haledon
EXECUTIVE SUMMARY
A strategic and results-driven marketing leader with extensive experience in technology, business-to-business, and medical device sectors. Skilled in crafting innovative marketing strategies that enhance brand presence and drive revenue growth. Proven ability to lead cross-functional teams, manage complex projects, and optimize operations in dynamic business environments. Known for transforming marketing strategies into measurable success through data-driven approaches, fostering high-performance teams, and strengthening customer engagement. With a track record of delivering sustainable business results, this leader continues to drive growth and long-term impact through effective strategy and execution.
SKILLS
●Strategic Marketing Planning
●Brand Management
●Digital Marketing
●Lead Generation
●B2B Marketing
●Cross-Functional Leadership
●Content Strategy
●Project Management
●Market Research & Analysis
●Public Relations
●Social Media Marketing
●Influencer Marketing
●CRM & Marketing Automation
●Product Launches
●Customer Engagement
●Campaign Optimization
●Team Leadership & Development
●Revenue Growth Strategy
KEY ACCOMPLISHMENTS
●Led the successful launch of seven new products at Janome America, creating comprehensive marketing collateral and sales materials, and achieving or exceeding sales targets within the first year.
●Developed and executed a digital advertising strategy that directly boosted dealer sales and increased wholesale reorders for Janome, significantly enhancing customer engagement.
●Played a pivotal role in the turnaround of Agfa Radiology Solutions' North American division, leading to the first profitable quarter since 2019 through targeted marketing campaigns and lead generation strategies.
●Spearheaded global marketing initiatives for Konica Minolta’s commercial/industrial print solutions, resulting in a 50% increase in lead generation and increased brand awareness through trade conferences and product launches.
●Created and implemented a successful marketing communications strategy at New Jersey City University, driving a 25% increase in undergraduate event attendance and a 300% increase in graduate event attendance.
●Developed and launched a comprehensive social media and content strategy at NJCU, growing digital engagement to over 20,000 followers in just over a year, significantly enhancing the university’s online presence.
WORK EXPERIENCE
Marketing and Planning Manager
March 2024 - February 2025 Janome America, Inc. Mahwah, NJ
•Product Launch & Sales Achievement: Led the launch of seven new products, developing marketing and sales materials that exceeded sales targets, driving dealer engagement, and achieving significant product adoption across multiple markets.
•Digital Advertising Success: Developed and executed a digital advertising strategy that directly boosted dealer sales by X% and increased wholesale reorders across multiple product lines, strengthening Janome’s position in the consumer market.
•Leadership & Team Management: Managed a team of five marketing professionals, overseeing external agencies, influencers, PR partners, and business collaborators, ensuring cohesive marketing execution and high performance.
•Project Management & Systems Implementation: Successfully implemented a SaaS-based project management platform, centralizing content marketing strategies and streamlining operations to ensure timely delivery of marketing and sales materials.
•Brand Strategy & Content Leadership: Led the marketing content strategy aimed at dealers and consumers, fostering positive perceptions of Janome and Elna brands through paid, owned, and earned media, including social media, rich media and video, print, and events.
•Cross-Functional Collaboration & Education Content: Collaborated with Janome educators to develop consumer and dealer education content, improving customer engagement before and after sales, enhancing retention and satisfaction.
•RFP Development & Strategic Planning: Developed a Request for Proposal (RFP) and business plan for a new marketing technology stack and Customer Relationship Management (CRM) system, which was presented to the international business board for approval.
Corporate Marketing Manager (Head of Marketing – Radiology Solutions North America)
September 2021 – December 2023 Agfa Radiology Solutions Carlstadt, NJ
•Revenue Growth Strategy: Contributed to the turnaround team that led to Agfa’s first profitable quarter in North America since 2019 through strategic marketing efforts focused on digital radiography solutions, expanding market reach and increasing product sales.
•Lead Generation Campaigns: Developed targeted email marketing and calling campaigns, successfully building a pipeline of over 100 qualified leads, improving the sales team's conversion rates and enhancing sales performance.
•Strategic Marketing Leadership: Worked closely with North American leadership to align marketing strategies with overall business plans, presenting progress and results to global headquarters in Belgium, ensuring alignment with corporate objectives.
•Market Expansion & Sales Strategy: Spearheaded marketing efforts to expand Agfa's footprint in key markets by promoting digital radiography equipment to hospitals and imaging centers, as well as through dealer networks, ensuring sustained market growth.
•CRM & Data-Driven Marketing: Utilized Sugar CRM to segment and scrub a database of 6,000+ hospitals and integrated delivery networks (IDNs) across the U.S. and Canada, driving more accurate targeting and improving lead generation efforts.
Corporate Marketing Manager (Head of Marketing - Graphic Communications and Industrial Print)
May 2018 – March 2021 Konica Minolta Business Solutions Ramsey, NJ
•Market Expansion & Product Launches: Led global marketing efforts for Konica Minolta’s commercial/industrial print solutions, including the launch of AccurioPress C14000 and AccurioJet KM-1e, contributing to a 50% increase in lead generation and market penetration.
•Public Relations & Media Engagement: Developed and executed a comprehensive PR strategy for the annual Dealer Sales Conference, resulting in increased media coverage and high-level engagement with industry journalists, boosting brand visibility.
•Lead Generation & B2B Marketing: Created and executed highly targeted B2B marketing plans, increasing lead generation and supporting U.S. sales teams with robust brand awareness campaigns, improving market share.
•Trade Conference Strategy & Lead Conversion: Developed and executed a marketing communications plan for trade conferences, resulting in a 50% increase in new leads scheduling product demonstrations, improving conversion rates.
•Brand Positioning & Awareness: Strengthened Konica Minolta’s brand positioning in the market through a combination of successful product launches, strategic media placements, and targeted B2B campaigns.
Assistant Vice President of Marketing
September 2010 – October 2016 New Jersey City University Jersey City, NJ
•Recruitment Growth & Event Marketing: Developed and executed innovative marketing campaigns that led to a 25% increase in attendance at undergraduate recruiting events and a 300% increase in graduate event attendance, significantly boosting student enrollment.
•Digital Engagement Strategy: Launched a new university website and implemented a social media strategy, growing digital engagement to over 20,000 followers within a year, enhancing the university’s online visibility and community engagement.
•Fundraising & Development Support: Created marketing strategies that contributed to a 200% increase in donations, directly supporting the university’s development and fundraising initiatives.
•Brand Positioning & Strategic Marketing: Managed the university’s marketing strategy, positioning NJCU as a premier institution in its region, aligning messaging and initiatives with long-term institutional goals.
Assistant Vice President of Marketing Communications
November 2007 – April 2009 National Financial Partners Inc. Austin, TX
•Brand & Marketing Leadership: Led the operations of the Corporate Communications and Marketing departments, overseeing a team of seven full-time employees, streamlining processes, and improving team performance.
•Strategic Marketing & Communications: Created and implemented long-term marketing plans and strategies, aligning corporate communications with overall business objectives, driving growth in brand awareness and client engagement.
•Team Leadership & Marketing Execution: Built and led a talented team of marketing managers, graphic designers, and writers to develop corporate marketing materials and co-branded content for individual firms, enhancing client relationships.
•Corporate Standards & Communications: Established corporate communications standards, ensuring consistency and alignment across all marketing channels and supporting the company’s brand strategy.
Vice President of Marketing
March 2002 – November 2007 ARC Systems Austin, TX
•Brand Identity & Market Positioning: Led strategic planning and marketing initiatives, successfully establishing and enhancing brand identities for both corporate and product lines, positioning ARC Systems as a market leader in mortgage underwriting software.
•Industry Recognition & Public Relations: Built strong relationships with key industry publications, significantly increasing editorial coverage, leading to greater brand visibility and recognition, and culminating in a prestigious product award.
•Lead Generation & Revenue Growth: Developed and executed targeted marketing strategies that increased corporate and product awareness, resulting in a 200% increase in product pricing and generating higher-quality leads, directly impacting revenue growth.
•Strategic Partnerships & Client Acquisition: Fostered relationships with potential clients in the mortgage and financial services sectors, expanding the company’s customer base and driving long-term growth.
EDUCATION
Master of Science
Strategic Communications - Concentration in Branding
Columbia University, New York, NY
Bachelor of Fine Arts
Fine Arts and Advertising
School of Visual Arts, New York, NY
Graduate Business Classes
Accounting and Quantitative Methods
New Jersey City University, Jersey City, NJ
CERTIFICATION
•Digital Marketing Certificate Cornell University, Ithaca, NY
TOOLS & TECHNOLOGIES
•Microsoft Office: Word, Excel, PowerPoint, Outlook
•CRM, CMS & Email Marketing Software: Salesforce, Marketo, Hobson’s, Drupal, WordPress, EKTRON, Mail Chimp, Emma
•Research Tools & Platforms: Definitive Healthcare, D&B Hoovers, MRI, Lexis Nexus, National & International Public Databases
•Adobe Creative Suite: InDesign, Illustrator, Photoshop, Premiere, Dreamweaver
•Digital Media Planning & Management: Google Analytics, Google Ads, LinkedIn, META/Facebook/Instagram, YouTube, Other Digital/Social Platforms
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