Retail Channel Marketing Manager

AYSEL WILLIAMS

SUMMARY OF QUALIFICATIONS

• Recognized as an effective and motivational team player with a consistent track record in delivering bottom-line results.

• Strong project, program and account management skills with ability to organize and prioritize multiple projects while paying close attention to detail and deadlines.

• 9 years of experience in project and program management of Retail Marketing, Marketing Communications, Co-Marketing activities such as tradeshows, advertising, promotions, merchandising and collateral to name a few.

• Excellent planning, budgeting, organization and client/vendor interface skills.

EMPLOYMENT HISTORY/PROFESSIONAL EXPERIENCE

W3 Marketing. San Jose, CA

November 2007- Present

Director of Sales & Marketing

• Responsible for managing existing accounts and developing new business.

• Provides solutions to customers to help launch new products in the channel.

• Assists customers in development of events such as seminars, meetings and conferences from concept to execution.

• Manages projects from the initial concept and design to production and delivery.

Mio Technology USA. Fremont, CA

March/2007 – October/2007

Sr. Retail Channel Marketing Manager (North America)

• Created and executed retail channel marketing programs and promotions in cooperation with Mio’s key retail partners including Best Buy, Radio Shack, Circuit City, Fry’s Electronics, Office MAX, Staples, In Motion, Staples Canada, The Source, Future Shop, Etc…

• Partnered with the Sales team to develop on-going in-store strategies to meet sales goals

• Created strategies and implementation plans for in-store merchandising activities

• Developed in-store training strategies and distributed in-store training materials

• Managed all 3rd party vendors such as field merchandising service agencies, print production and promotion fulfillment services

• Hired, trained and managed a Field Merchandising Manager and a Regional Field Marketing Manager

• Conducted marketing program result analysis

• Budget planning, tracking and department budget analysis

• Participated in the development of new products for the channel as needed

• Focused on in-store marketing programs; store displays and demos to name a couple

• Negotiated with specific Mio channel partners to implement permanent in-store display fixtures for GPS category (category leadership).

• Facilitated partner program agreements and tracking of partner program participation

• Worked closely with product marketing team on the planning and execution of marketing materials to support Mio products

• Launched Mio merchandising initiative to hire an elite field merchandising team consisting of (20) field reps in (20) key US markets.

Macrovision Corp. Santa Clara, CA

May/2006 - Dec/2006

Retail and Portal Merchandising Manager (Account Management- North America and APAC)

• Delivered and exceeded budgeted volume and profit goals by incorporating competitive intelligence, customer knowledge, product knowledge and business analysis.

• Created & executed promotions calendar for major distribution and retail portals.

• Managed Revenue forecasting for named accounts (50 named accounts) such as Dell, Best Buy and AOL to name a few.

• Managed business by tracking and analyzing sales information in order to identify opportunities to increase sales and improve margins.

• Coordinated with other marketing initiatives to identify, prioritize & communicate backend enhancements that drive merchandising initiatives.

• Acted as day-to-day, primary contact for portals/retailers and as their key advocate internally.

• Collaborated with internal teams to promote new product launches including promotional and marketing opportunities across major portals.

• Developed sales plans, determined product mix and monitored performance per portal.

• Understanding of the target customer by learning customer demographics and selecting products that appeal to the customer base.

• Reviewed online stores regularly in order to proactively solicit feedback from customers, clients and other team members.

Capcom Entertainment Inc. Sunnyvale, CA

Nov/2001- Nov/2005

Channel Marketing Manager (North America)

• Created channel marketing programs in support of Retail and Distribution channel partners and Sales.

• Managed Channel Marketing budget of $4M annually.

• Managed Regional customer tradeshows such as Best Buy, Musicland, EB and Gamestop to further represent Capcom brand.

• Project managed Sales department participation at annual E3 show.

• Liaised with Nintendo’s national merchandising team to provide ongoing support and generated in-store awareness for Capcom products at store levels.

• Created and distributed product specific buyer and store mailings.

• Project managed Co-op advertising and Dealer’s programs for North and Latin American sales team.

• Managed creation of a Sales Retail Website in support of Capcom’s field sales team.

• Published Price lists and Release schedules.

• Joined Regional Sales Managers when meeting buyers for product presentations and marketing program planning.

• Coordinated with Capcom’s affiliate label partners to provide marketing support. Nintendo, Sony and Microsoft to name a few.

• Managed vendors and acquired bids for goods and services related to production of point of purchase and promotional items.

• Collaborated with marketing department to support cohesive marketing programs and to ensure that promotional program content was reviewed for legal compliance as appropriate.

• Directed production coordination and tracking functions of promotional items related to sales programs. Items include, but are not limited to point of purchase promotions, packaged bundles, printing, sell sheets and other customized items.

• Collaborated with interdepartmental teams to create and manage content for bi-monthly on-line channel newsletter.

• Conducted store checks to measure store compliance of POP and other in-store promotions.

EMPLOYMENT HISTORY/PROFESSIONAL EXPERIENCE (CONT’D)

Palm Inc. Santa Clara, CA

Nov/2000 – Apr/2001

Co-Marketing Specialist

• Partnered with Business Development Managers in support of Customer Programs to provide tactical execution of strategy.

• Managed development and publication of product success stories, joint collateral, press releases, ads and other marketing programs, increasing market awareness and prestige.

• Managed development of training strategies to ensure partner alignment with the corporate branding and messaging.

• Project managed and executed events and tradeshows.

• Managed budget and vendor relationships.

• Facilitated collection, tracking and analysis of sales leads generated at tradeshows.

• Acted as department liaison and as strategic and tactical project lead to coordinate with the Palm Corporate Marketing team to support partner events and ad campaigns increasing product visibility.

• Coordinated web site links, copy and logos and managed vendor relationships to ensure the highest integrity in the use of corporate brand.

3Com Corporation, Santa Clara, CA

Sept/1998 – Nov/2000

Marketing Programs Specialist

• Worked with BCG business unit to create messaging that is targeted to WW field sales.

• Created and managed BCG communications weekly product marketing field newsletter.

• Supported in the planning and implementation of marketing communications projects.

• Project managed new product launches including sales training, tradeshows and communications.

• Managed the creation of an internal web site to include integration of internal technical and marketing resources, vendor selection, negotiation and overall project management.

• Partnered with product managers in support of customer programs.

• Managed the collection of content in creation of virtual sales kits and sales tools, increasing sales and market share.

• Project managed implementation of strategic planning for industry events and sales promotion.

EDUCATION

Macrovision, 2006

Customer Centric Selling (Certificate)

Mission College, 2000

Marketing (Certificate Program)

San Jose State University, 2000

E-Commerce Business Development (Course)

3Com Corp, 2000

Training: Branding Boot Camp

Training: International Business Relations

Istanbul University, Turkey 1993

BS Degree in Nursing- Dean’s List

AWARDS

Macrovision, 2006

Extra Mile Award Recipient

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