Marketing manager
Resume:
Susan Lyon
Fairport, NY 14450
SUMMARY
Accomplished marketing professional with proven record of managing programs to create a competitive advantage. Range of expertise includes product marketing, marketing communications, pricing, competitive response, and market research. Recognized for customer focus and succeeding in highly collaborative environments.
SKILLS
* Detail oriented for successful project and process management
* Market planning
* Broad range of market research experiences
* Strategic thinker
* Expert at synthesizing data to create and communicate actionable information
SELECT ACCOMPLISHMENTS
U.S. Patent 7031004 Web Print Submission from Within Application
PROFESSIONAL EXPERIENCE
International Data Corporation (IDC), Framingham, Massachusetts
RESEARCH DIRECTOR, 2006 – 2008
* Part of the U.S. printer and multifunction product (MFP) and document solutions research team
* Responsible for on-going industry analysis of printers, multifunction products and associated document services and solutions on a subscription basis
* Managed primary market research studies
* Worked with financial and industry press as well as client analyst and public relations organizations
* Clients use reports for strategic planning, product forecasting and business analysis
* Deliverable highlights include:
o U.S. Hardcopy Buyer and Channel Preferences Multiclient Study
o U.S. Hardcopy User Segment Forecast 2007 - 2011
o U.S. Printer Forecast 2008 - 2012
o HP EDS Acquisition, the Hardcopy Perspective
o Will New Inkjet Technology Disrupt Hardcopy Vendors and Current Technologies
o Can Print Providers Behave Green and Still Generate the Green?
XEROX CORPORATION, ROCHESTER, NY 1985 - 2006
CORPORATE COMPETITIVE INTELLIGENCE, MANAGER, 2003 - 2006
* Lead team of three competitive analysts responsible for providing corporate strategy office with competitive landscapes, market share trends and business model analysis
* Created executive Control Book deliverables
* Conducted multiple market research projects including foundation vertical customer study of services needs, which was used to refine the Xerox business process outsourcing portfolio
* Team delivered revenue forecasts for emerging services market
* Furnished additional industry analysis for business units and geographies in support of future product planning and channel optimization
SALES OPERATIONS NORTH AMERICAN TELEWEB OPERATIONS/EMARKETING PROGRAMS, MANAGER, 2001 - 2003
* Responsible for direct response marketing campaigns to drive leads to virtual sales force
* Worked with IT, marketing communications and sales operations to integrate campaign tools for sales force, including customized databases, lead routing, sales collaterals and metrics into sales productivity platform
* Leveraged mixed media advertising, directional marketing and loyalty suppliers to create campaigns and on-going sales tools
* Aligned campaigns with Corporate, Operating Company and Business unit market communication strategies.
SOHO BUSINESS UNIT, STRATEGIC MARKETING MANAGER, 1998 - 2001
* Responsible integrating for 5-year product pipeline
* Managed the primary and secondary market research budget and deployment to provide product, brand and channel requirements to product delivery teams and operating companies
* Delivered the annual business unit three year global market forecast and execution strategy to the corporation's strategy office
* Provided market opportunity scenarios for product delivery phase gates
* Defined and tracked marketing communications databases and success measurements across portfolio of creative suppliers
OFFICE BUSINESS UNIT, PRODUCT PLANNING MANAGER, 1996 - 1998
* Product portfolio planner for copiers and multifunction products, including emerging digital product category
* Prepared market opportunity scenarios for business cases
* Consolidated market share, market trends, customer satisfaction metrics and accompanying analysis for quarterly leadership business reviews
* Responsible for coordinating the business unit three-year plan submitted to the corporate strategy process
OFFICE BUSINESS UNIT, PRICING MANAGER, 1993 - 1996
* Created market price positioning for new category of offerings based on market analysis and business case analysis
* Managed conjoint analysis to define product feature/value relationship
* Delivered pricing for ecosystem of hardware, accessories, consumables, technical service and parts to geographies to localize
NORTH AMERICAN SALES ORGANIZATION, SALES OPERATIONS AND PRICING ANALYST, 1985 - 1993
Series of sales operations positions including:
* Sales quota planning
* Demand and supply forecasting/planning
* Sales promotions metrics and analysis
* Promotional pricing campaigns
* Developed requirements and supported field launch of initial Xerox sales automation tool including integrated bid development.
EDUCATION
College of William and Mary, Williamsburg, VA
M.B.A.
University of Vermont, Burlington, VT
Bachelor of Science, Environmental Studies
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