Marketing Manager Specialist

Patricia Valles-Frisoni

Phoenix, AZ ***** 602-***-**** **********@*****.*** https://calliope-paddlefish-bnwj.squarespace.com/

Regional Marketing Manager / Brand Manager

Emphasis: Product Marketing, Brand Management, Digital Marketing

Marketing Specialist experience in Brand Management, Marketing campaign, Product Management, and Business Development for companies in the Retail, Manufacturing, and Consumer Products industries. Extensive experience developing and implementing marketing plans, programs, and initiatives for a business segment with 6 product categories that generates up to $600 Million in annual revenue. Well-developed skills managing a $1.6 Million budget, building and managing brands on a large scale, and working with external Digital Media / Advertising Agencies to create marketing campaigns for multiple communication platforms. Dedicated leader with excellent communication skills and a proven track record of success creating and implementing marketing programs that support organizational objectives for volume, revenue, profit, customer acquisition, retention, and satisfaction.

Areas of Expertise

Marketing Campaign

Digital & Social Media Marketing

Brand Loyalty / Membership Programs

Store Environment

Brand Management

Website & Email Marketing

Marketing Budget Management

Multi-Unit Retail Marketing

Product Branding & Marketing

Experience

FOREST DESIGNS FURNITURE, Phoenix, AZ 8/2022 – 4/20/25

A wood furniture manufacturer serving the U.S. for 30 years; $3M in sales volume.

E-commerce - Marketing Specialist

Responsible for setting the marketing recommendations, promotional planning and product decisions for three channels of business: e-Commerce, brick and mortar distributors and two company owned retail stores.

Plan, coordinate and deliver successful e-Commerce and retail programs for B2C websites such as Wayfair, Amazon Seller and Vendor, Houzz, Walmart, Overstock and brick and mortar channels. Responsibilities include maintaining product catalogs, pricing strategies, inventories, ad campaigns and promotions and the measuring of key metrics such as ROAS, CPC, CTR, website traffic, etc.

Customize templates for advertising campaigns using Canva.

Fluent in Amazon 3D Product rendering to transform a product's digital representation into a lifelike image, offering potential buyers a realistic view of the item and execute multi-channel marketing campaigns & convert more customers.

Manage and optimize customer engagement across multiple channels by using salesforce.

Utilize a mix of mediums to reach various customer audiences including promotions, email campaigns, direct mail, print, digital radio, social media, search and display advertising.

Utilize A/B testing in email marketing to identify which elements (like subject lines, email content, or CTAs) lead to higher open rates, click-through rates, and conversions.

Involvement in brick-and-mortar strategies surrounding, marketing, merchandising, pricing and assortment planning and new product development.

Key Accomplishments

Designed and launched a new 170-page furniture product catalog.

Revamped the company website featuring 25,000 SKUS. Results included increased site traffic, sales orders and customer engagement.

Implemented an annual budget and marketing plan for each channel of business.

Brought in house geofencing allowing the business to target specific geographic areas and deliver personalized, location-based content and offers to the target audience. Results included an increase foot traffic to the brick-and-mortar store, drive online traffic to websites and mobile apps, and ultimately boosted sales and conversions.

PELLA WINDOWS AND DOORS, MOUNTAIN WEST, Scottsdale, AZ 2019 – 2022

A premium window and door manufacturer with 8 branches in AZ, ID, UT and WY with $115M in annual revenue.

Showroom Specialist / Brand Ambassador

Manage the overall showroom experience thru effective sales and customer service strategies, maintaining in-store product displays and samples and visual standards, and thru creative event planning and local marketing/networking efforts. Involved in hiring, coaching, and training 5-member team of showroom specialists on product, customer service, sales strategies and local event planning and marketing to ensure the achievement of branch sales and customer service goals.

Drive the strategy and implementation for branch social media across Facebook and Instagram platforms.

Set guidelines for visual marketing standards and ensure products and POP signage are merchandised to conform to company visual and brand standards.

Lead presentations, lunch and learns, product debuts, and training sessions in the showroom and offsite for preferred clients.

Key Accomplishments

Created and implemented the social media marketing strategy and achieved +200% follower growth in 2 years by activating a 7-day playbook and a trade outreach program.

Launched a comprehensive local events and grand opening playbook and plan to reach key target audiences that include Architects, Builders, Remodelers, Homeowners, Designers, and Commercial Property Managers.

Successfully executed 12+ local marketing events across the branch locations in 1 year.

Developed the vision and plan to successfully execute 4 Grand Openings in Q3 2021 and Q1 2022.

Opened two new showrooms in 1 year inclusive of ordering all products, samples, displays, signage, sales tools and interior décor and furnishings.

MONARK PREMIUM APPLIANCE CO., Tempe, AZ 2015 – 2019

An appliance distributor with 17 showrooms in 4 states with 300 employees that generates $200 Million in revenue.

Regional Marketing Manager

Developed and implemented digital, social media, advertising, and public relations campaigns to drive traffic to 5 retail business units across the Southwest Region (Arizona, California, Nevada).

Developed, tracked, and managed a $1.6 Million marketing budget; oversaw the concept and design of print ads, digital campaigns, and radio and billboard advertising.

Directly supervised 2 Regional Marketing Analysts and a Graphic Designer; indirectly managed 12 external digital, media, and creative agency employees.

Collaborated extensively with up to 20 different product manufacturers; oversaw the creation of print, radio, billboard, and digital media marketing campaigns to promote products.

Coordinated and executed multiple in-store events and off-site events for 150-2,500 attendees.

Analyzed campaign and event analytics to measure ROI and develop strategies for future campaigns.

Created monthly dashboard tracking reports with information regarding leads, website traffic, events, social media engagement, newsletter lists, phone calls, and showroom traffic.

Key Accomplishments

Increased website traffic by more than 35% and increased social engagement by 300%+ from 2015 to 2018.

Coordinated and executed over 150 networking, food, and wine events across three states over five years, leveraging platforms like UberEATS to support food delivery logistics and enhance guest experience.

OAKCRAFT ELEGANT CABINETRY, Peoria, AZ 2014 – 2015

A regional cabinet manufacturer with more than 90 employees and $20 Million in annual sales revenue.

Marketing Manager

Managed a $500K budget and worked with engineering, sales, and production to develop/market new products.

Conducted dealer focus groups to determine the wants and needs of the customers; created research studies and surveys to obtain product insights for future marketing campaigns.

Key Accomplishments

Created a new brand identity and all ancillary collateral to sell 2 new product lines (closet and garage solutions) and a line extension with 4 new finishes.

HUNTER DOUGLAS, Tempe, AZ 2006 – 2013

A leading manufacturer of luxury custom window fashions with 27,000 employees and $3.2 Billion in annual revenue.

Product Brand Manager

Developed, coordinated, and implemented the annual product and marketing strategy for 3 product lines.

Worked with the sales organization to develop promotional trade programs and effective sales tools to support more than 5,000 distributors / retail dealers.

Developed and implemented integrated marketing plans for new product introductions and line extensions.

Collaborated with a Creative Agency and PR team on print and digital marketing campaigns.

Key Accomplishments

Instrumental in helping to grow division sales from $17 Million to $30 Million in six years.

Won Product Innovation Awards for Best Enhancements in the Shutter Category from the Window Covering Manufacturers Association in 2010, 2011, and 2012.

PETSMART INC., Tempe, AZ 2001 – 2005

Marketing Manager, Specialty Pets and Equine

Developed marketing plans and strategies for a $600 Million business unit with 6 different product categories.

Provided integrated marketing recommendations that included advertising, in-store signage and promotions, direct mail, internet marketing, event marketing, and public relations efforts.

Education & Computer Skills

UNIVERSITY OF ARIZONA, Tucson, AZ

Bachelor of Science Degree in Business Administration; Emphasis in Marketing

Shopify, Google Analytics, Salesforce, SharePoint, Pardot, Mailchimp, Klaviyo, Oracle, Microsoft Word, Excel, PowerPoint, Outlook, Office365, Canva, Adobe Photoshop, Amazon 3D Product Rendering, AI.

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