Market Research Project Management

Lisa Gurson

Marketing & Product Professional

***** ******* ***** ***** *******, IN 46530

574-***-**** *********@*******.***

linkedin.com/in/lisa-gurson

Summary

Innovative and detail-oriented with demonstrated results in product launches, consumer market branding, and efficient OEM project management, increasing return on investment. Proven strengths in understanding customer and market needs then initiating market strategies, unifying advertising media, and combining results from KPI. Known as highly creative professional with history of delivering increased brand awareness and successfully bringing products to consumer with solid market research in highly competitive markets such as defense, manufacturing, and chemicals.

Key Skills

— Lean Six Sigma Master Black Belt

— Integrated Marketing Plans / Campaigns

— Branding

— Training for Military Product Participation

— Cross Functional Team Leader

— Quantitative Analysis

— Liaison between third party manufactures and military end users

— Developing Sales Collaterals

— Partnership Marketing

— Value Stream Scorecard

— SWOT

— VOC

— DOD contract negotiator

— Market Research

— Internet Marketing

— Lifecycle Management

— New Product Validation

— Social Network Marketing

— saas

— Key Account Plans

— Business Case Development

— OEM

— New Product Rollout

— Analyzing Trends

— Developing Value Proposition

— Product Management of Specialty

— Sales Training

— Product Road mapping

— Incentives / Promotions

— Trailers

—CPQ, CRM

Experience

Sopheon- Amsterdam, The Netherlands

Innovation and Product Management Software

Senior Product Marketing Manager 2021-present

Develop positioning tools for sales

Produce competitive analysis

Work cross functionally with product managers

Launch new updates and versions

Translate security issues into practical solutions for EMEA military software users

Branding of SaaS for point of differentiation with competitors

Verenia — Lisle, Illinois

Products and solutions in aviation, defense, and space.

Director of Marketing – 2020 -2021

CPQ, CRM, 3D and Cad.

Develop marketing plans with trade partners such as NetSuite.

Expand standalone market of premier CPQ offering.

Produce truly interactive webinars with SMEs.

Lead team of international sales developers.

Direct UI, UX and design professionals in all phases of web and collateral development.

Target previously siloed industries for use of CRM and CPQ specifically designed for their market segment.

HONEYWELL AEROSPACE — South Bend, IN

Products and solutions in aviation, defense, and space.

Senior Marketing and Product Manager – 2017 – 2020

Developed and implemented long term strategic plan in support of product lines and their associated aftermarket growth.

Developed customer market segmentation for value stream customers and understand total cost of ownership.

Developed and executed product roadmaps with block upgrades.

Lead new product pursuits globally and the execution of flawless launch.

Executed VOC plans for select market segments.

Conducted market and customer analysis for products to support strategies including aftermarket forecasts and consumption estimates

Strategic use of Forge Software for the IOT of communication within airframes.

Orchestrated sale of S332 Super Puma Helicopters

Developed program and content and training for U.S. Military Depots for maintenance and return policy of proprietary products

STEG SOLUTIONS — Tampa, FL

Audio and visual production company

Director of Educational e-Learning – 2013 – 2017

Lead instructional design teams in business story telling.

Develop personalized learning for corporate universities through rapid knowledge.

Aid and promote standardized knowledge dispersal across all platforms for worldwide consumption.

Social Media Campaign for business education

SUPREME CORPORATION – Goshen, IN

Nation's leading full-line manufacturer of truck bodies, including dry freight and insulated bodies, cutaway and parcel delivery vans.

Director, Marketing –2011 – 2013

Directed marketing product initiatives for Truck, Bus, and Armored and Military Divisions nationwide.

Handled product launches, trade show participation, and multi-media campaigns.

Developed marketing tools for companies, including Penske, Ryder, Enterprise, and Yum Brands.

Integrated strategies for print, e-commerce, and social media to deliver concise branding message, increasing multichannel lines.

Sheperd all phases of marketing of all terrain vehicle with Mack for Middle East deployment and representation at Paris Air Show.

Develop and market grant program for SWAT type vehicles for Law Enforcement Agencies as well as National Guard placements.

Put 250 top parts online vs fax or telephone with a 3-tier pricing structure. Increased parts sales 23%.

Increased sales volume 18% by creating market research-based channels for vehicles, parts, and service.

Designed online training for dealer network, producing better-trained independent sales force with stronger brand loyalty.

Launched eco-friendly truck with Isuzu, resulting in award winning design.

Branding of truck bodies in partnership with OEMs such as Mack, Isuzu, and Ram.

WHIRLPOOL CORPORATION — Benton Harbor, MI

World’s leading global manufacturer of home appliances

Channel / Product Manager, Kitchen Aid Appliances – 2006 - 2010

Managed staff of 17 marketing professionals. Led corporate wide continuous improvement initiatives. Served as Chairman of cost saving committee, “Hit Me with Your Best Shot.”

Increased overall market share 23% by directing and training support team on brand vision of KitchenAid cooking products.

Increased display space 26% with retailers, including Kohl’s, Target and Lowe’s, Bed, Bath and Beyond by designing market strategy for KitchenAid countertop appliances.

Awarded 2007 Master Brand Ambassador Designation by increasing knowledge and improving metrics in Hispanic Market.

Oversee purchase and maintenance contracts for U.S. Military bases of commercial and consumer appliances

Improved affiliate relationships by initiating and facilitating program on

Social media campaign and branding for counter top appliances

FurnitureFind.com- South Bend, In 2006-2006

Branding for online retailer

National Account Manager

Develop a nation-wide network of ASID attached designers

Partner with brick and motor furniture stores for display space in stores

Promote website and develop channels for sales

Support inside sales representatives

Technical Skills

Microsoft Office

Website Analytics

Email Marketing Software

Affiliate Networks

SEO / PPC

Excel, Word, PowerPoint, Access

Google Analytics, Clicky, HubSpot

ExactTarget, InfusionSoft

Amazon Associates, Google Affiliate Network

Google Ads, Google Shopping

Education

MS, Lean Six Sigma Master Black Belt, Villanova University — Villanova, PA

MFA, Boston University — Boston, MA

AB. University of Southern California — Los Angeles, CA

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