Marketing Pro - Schaffer

SUSAN L. SCHAFFER

**-** *** ******

Whitestone, NY 11357

********.*****@*****.***

(Office) 718-***-****

(Mobile) 516-***-****

PROFILE

Marketing/ General Management leader who revitalizes and builds business in the consumer electronics and consumer goods markets. Balances big picture strategy with hands on execution and analysis with responsiveness.

EXPERTISE

P&L Management

Strategic Planning

Marketing Management

Marketing Communications

Sales Support

Operational Improvement

Competitive Analysis

Product Development

Forecasting

SELECTED ACCOMPLISHMENTS

* Tripled sales and doubled market share for Fujifilm digital cameras with a new business/ marketing strategy.

* Restructured the business model for a mid-sized manufacturer, increasing sales 40% in two years.

* Launched an internet start-up and secured the site as a “Top 20” in its category within 30 days of launch.

* Grew Olympus cameras from a #4 to a #1 brand with integrated marketing programs.

EXPERIENCE

MARKET INC., Whitestone, NY 2008 – present

Partner

Provide marketing and strategy consulting services including the development and evaluation of strategic plans to project implementation and oversight, competitive analysis, process realignment and online marketing plans.

ROYAL SOVEREIGN INTERNATIONAL, Rockleigh, NJ 2006 - 2008

Director of Marketing (2006 – 2008)

Led global marketing and product development for this $70MM manufacturer of home appliances and office products. Directed U.S. marketing, product management, new product development, forecasting, competitive analysis, sales strategy and marketing communications.

* Created and implemented a new business strategy to transition the business from an import/ export paradigm to a market driven model, providing new sales opportunities with national and specialty retailers.

o Directed sales & marketing team in expanding the breadth and depth of distribution with a focus on retailer driven promotion, resulting in a double-digit sales increases. .

o Secured and launched a new 3-year, global business contract resulting in $15MM of new business per year.

* Led product development, launching new categories that are expected to provide a 15% increase in annual sales.

* Built a new forecasting process that reduced inventory levels, backorders and freight costs.

FUJI PHOTO FILM U.S.A., Valhalla, NY 2001 - 2006

Director of Marketing, Professional Markets (2005 – 2006)

Selected by corporate management to build a new cross-functional, cross divisional team to drive marketing and communications programs for a portfolio of professional photographic products including film, cameras, software, photofinishing, and internet solutions.

* Unified a previously non-collaborative team of managers, creating new integrated marketing platforms that reduced spending 20%, increased revenue 5% and identified new strategic partnerships.

* Created a modular software concept with multiple applications that would reduce launch-to-market by 50%, save $1MM in development costs annually and provide new sales opportunities.

Director of Marketing, Cameras & Accessories (2001 - 2005)

Challenged by senior management to transform the camera business into a profitable category leader. Led strategic planning, product/ marketing management, competitive analysis, market research, sales strategy, forecasting, operations and marketing communications with full responsibility for $500 MM P&L.

* Developed and executed an integrated, multi-channel strategic plan that tripled sales and doubled market share over three years, achieving record-high market share and bottom line results.

o Pioneered a rationalized product development protocol incorporating product lifecycle planning/ marketing that supported R&D planning with technology & competitive analyses, generated a timely stream of innovative new products, facilitated retailer planning and sales strategy.

o Developed and launched inkjet paper, partnering with Lexmark printers for a sampling program and securing prime national distribution at launch.

o Initiated a comprehensive website redesign that resulted in a 30% increase in site traffic, incremental revenue from direct to consumer sales and 15% decrease in customer support requests.

* Drove the creation and execution of a national, branding campaign that transitioned Fuji brand positioning from value to technology and resulted in double-digit increases in brand awareness and brand value.

* Generated $8MM in new annual profit streams by with new marketing, planning and operational programs.

o Established and led a task force of marketing, sales and supply chain that instituted collaborative forecasting, resulting in decreased backorders and lower inventory levels.

o Reduced product returns by 35%, pooling efforts of overseas product planning, sales and customer service.

o Increased R.O.I. on inventory with a new process to enable the timely sales of under-performing inventory.

o Restructured pricing strategy and implemented MAP pricing, strengthening retailer support and profitability. .

o Identified the need and led development of a high-profit accessory product line.

Director of Strategic Planning (2001-2002)

First member recruited for new strategic planning group. Led corporate and divisional strategic planning.

* Developed the first U.S.driven, long-term, integrated business plan and defined the new planning protocol.

* Identified the need and championed branding as a core corporate goal.

PHOTOCHANNEL, INC., Stamford, CT 2000 - 2001

Vice President, Marketing and Advertising (2000-2001)

Led strategic business planning and developed partnerships for an online start-up with B2C and B2B applications. Managed marketing, advertising, public relations, site development and corporate communications.

* Worked with development and editorial teams to develop website design, functionality, features and user interface.

* Secured the site as a “Top 20” in its category within 30 days of launch with supporting advertising and PR.

* Crafted and executed the corporate business plan, securing $20MM of second wave funding.

OLYMPUS AMERICA INC., Melville, NY 1988 - 2000

Director of Marketing Communications (1998 - 2000)

Directed the development, implementation and budgeting for all advertising, public relations, trade shows, merchandising, packaging and collateral development with $40 MM, 4 external agencies and a staff of 11.

* Chief architect, leader and coach of a collaborative agency team, developing the company’s first integrated national campaign that supported double-digit sales increases.

* Initiated new protocol to control runaway spending, meeting budget guidelines for the first time in ten years.

Director of Marketing, Imaging Products (1988 - 1998)

Managed $220MM P&L as well as core marketing, product and strategic planning. Member of International Product Planning committee. Previous positions include Sr. Product Manager and Product Manager.

* Increased brand awareness by 11% and grew Olympus market share from #4 to #1.

* Established Stylus as a top-selling camera series with extensive promotion, product development and advertising.

* Generated annual savings of $3 MM with new guidelines for forecasting, packaging and pricing.

* Selected by COO to design and develop the company’s first digital camera.

EDUCATION

M.A., Advertising, Michigan State University

B.S., Business, S.U.N.Y. at Buffalo

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