Director of Marketing, Brand Manager, Marcom Manager, Marketing Mgr

Kimberley J. Haymaker

***** **** ****** *****, ******, TX 75035 Home: 972-***-**** Cell: 214-***-**** ******@*****.*** http://www.linkedin.com/in/kimberleyhaymaker

Summary

• Skilled marketing manager with 8 years in brand management, 4 years in direct response internet and TV advertising and more than 15 years driving creative solutions for all types of media.

• A champion of brand integrity having built brand images and solidified consumer perception from the ground up.

• Hands-on as a marketer and “multitasker” accustomed to working cross functionally in fast-paced environments.

• Highly organized and detail-oriented with a talent for streamlining processes to help marketing teams work more efficiently and effectively.

Skills

• Brand strategy, planning and implementation

• Product and packaging development

• Project management

• In-depth tracking, analysis and reporting

• Quantitative IRI based competitive analysis

• Qualitative consumer focus group research

• Team and agency management

• Graphic design and printing processes

• Copywriting and visual development

• Merchandising and display development

• Coupon and promotional campaigns

• Forecasting and inventory management

• Direct response TV and web advertising

• Media budgeting and management

• Telemarketing training and management

• Sales support and training

• Website development and management

• Tradeshow and event management

Technical Skills

Microsoft Office: Excel, Word and PowerPoint; QuarkXPress; Creative Suite: Photoshop, Illustrator and InDesign; Lotus Notes; and JDE One World

Professional Experience

KJ Haymaker Consulting, Frisco, TX January 2009 to present

Gerson Lehrman Group consumer goods and services council associate and educator providing industry specific knowledge to GLG clients on topics of CPG products, retail channels, competitive environments, DRTV and web selling.

Rug Doctor, Inc., an American Capital company, Plano, TX November 2007 to December 2008

Rug Doctor is a CPG manufacturer of rental carpet cleaning machines and products delivered DSD and sold through grocery, hardware, and drug channels in the U.S., Canada and the U.K. Machines for purchase are available through big box, club and mass retail, direct response TV and web.

Direct Sales & Media Manager / Brand Manager January 2008 to December 2008

Brand Management

Provided all brand management for machine retail division. Developed channel specific strategic product configurations and pricing structures then managed their tactical launch including internal setup and communication, distribution logistics and fulfillment. Researched and aided selection of company’s first engineering design firm. Defined brand positioning for the new, leading edge Cubiq machine originally slated for launch September 2009. Managed all related agency projects and PR. Operated as key interface and coordinator for national account sales, engineering and manufacturing. Supplied critical sales and production needs forecasting for over 75 machine configurations manufactured domestically and offshore.

Communication

Supported sales through the creation of key customer presentation materials. Also developed copy and provided creative oversight for all sales collateral, packaging, web, and POS related to machine sales. Communicated division status monthly to upper management.

Direct Selling

Held P&L responsibility for all direct sales of machines. Managed DRTV media agency buys on over 75 national cable channels and more than 115 local broadcast channels. Forecasted budget needs for all media purchases ($7.2MM in 2008). Created TV and web product offering configurations and pricing. Coordinated infomercial changes with creative agency and finance group to maximize ROI on televised and internet media. Managed direct mail, insert media, web email, banner and affiliate campaigns. Selected, scripted, trained and managed inbound and outbound call centers.

Selected Results

• Provided strategic development of retailer specific machine configurations including packaging and pricing structures which allowed first-time sell in of machines to multiple new retailers in mass, hardware and club store channels including Target, Wal-Mart and Costco.

• Created over 9% average annual rental sales growth as a result of better, more informative TV advertising programs.

• Increased sales of machines direct to consumer through the website by 115%.

Rug Doctor, L.P., Plano, TX January 1997 to November 2007

Creative Director / Senior Marketing Manager September 2001 to January 2008

Brand Management

Provided brand management for the $105MM U.S. and Canadian rental divisions as well as the fledgling retail division for machine sales. Held responsibility for the development of new products, their pricing, packaging and launch as well as overall brand merchandising, promotion and advertisement. Managed product lifecycle including trend analysis, inventory control and phase out. Acted as key interface with national account sales, DSD field sales, licensee groups, engineering, chemical R&D and manufacturing. Acted as key contact with industry consultants and principles at the Carpet and Rug Institute.

Department Management

Reported directly to CEO. Led team consisting of candle brand manager, project coordinator/copywriter, graphic designers and a marketing associate. Defined priorities for department and individuals to achievement maximum ROI and efficiency. Managed department and ad fund budgets.

Creative Leadership

Directed agency and in-house graphic design team work in the creation of print materials for U.S. and international markets. Managed all print inventories to minimize write-offs. Obtained quotes to ensure development and production costs aligned with budget. Coordinated with legal and engineering departments to ensure appropriate trademark, legal compliance, ETL and labeling standards were maintained. Managed vendor relationships for website copy and design development including SEO/SEM, TV creative, coupon clearance and display development.

Direct Sales and Advertising

Managed media agency buys for DRTV, FSI, and print ad buys as well as those associated with the web: ad word, email, banner and affiliate. Managed inbound and outbound call center groups including contract negotiation, scripting, training and monitoring.

Selected Results

• Created and launched Oxy-Steam, Urine Eliminator and Spot and Stain - line extensions and reformulations that became top selling premium-priced products creating first year product sales increases of 19.8% and by second year accounting for 76% of all rental chemical revenue.

• Concepted and developed the “Complete Carpet Care Center” including products, bottle forms, labeling and POS changes for the entire line.

• Designed and developed a new permanent display with proven ability to increase sales 5-10%, enhance brand presence at retail, improve brand message and communication to consumers and facilitate future product additions and in-store promotion.

• Completely redeveloped and launched www.rugdoctor.com including a full design and copy overhaul, functionality assessment and user interface improvements resulting in 92.7% increase in visitor traffic to the company website YOY.

• Lead development for Mighty Pro infomercial¬¬ – winner of the coveted Zephyr Award. The Zephyr Award honors advertising that rise above the competition and clutter to make a clear, powerful case for the product.

• Increased creative team project output by 325% YOY by restructuring, developing workflow processes, and adding one functional role.

Marketing Projects Manager January 1997 to September 2001

Responsibilities

Provided copy, graphic design and creative direction for all print materials and sales needs. Managed one graphic designer and directed all agency work for creative projects. Coordinated with legal to assure domestic and international label compliance and trademark standards were met. Disseminated marketing information company-wide and trained customer service staff. Coordinated Rug Doctor’s twice annual Johnny Miller golf tournaments and other customer entertainment events.

Selected Results

• Managed product branding, packaging and launch for Rug Doctor EverFresh brand as company’s first grocery warehouse distributed products.

• Developed EverFresh volume discount pricing, co-op advertising, shipping and returned goods policies.

• Created company’s first in-house design group to handle smaller to mid-sized projects while improving quality of printed materials, speeding project finish times and netting significant savings over use of outside services.

Blue Lustre Products, Inc. Fishers, IN August 1993 to January 1997

Product Sales Promotion Manager August 1993 to January 1997

Responsibilities

Rug Doctor purchased Blue Lustre in January of 1997. During first seven months of transition under new ownership duties included forecasting for product manufacturing needs on all Blue Lustre company products. Prior to January 1997 this position was one of principle creative and sales support for all brand lines including Blue Lustre, Rinsenvac, Carpet Magic, 120day and Blue Ribbon.

Selected Results

• Redesigned vacuum bag product line packaging to improve margins, branding and consumer identification of individual styles.

• Managed agency in the redesign of corporate and brand logos merging product lines under Rinsenvac and Carpet Magic brands.

• Restructured machine rental process with new forms and policies to reduce equipment loss from theft and damage claims.

• Provided project coordination and creative input for the development of company’s first major multi-level, multi-function trade show booth.

• Managed over 40 tradeshows including budgeting, shipping, set up and labor contracts.

Education

BFA Visual Communications Herron School of Art, Indiana University Purdue University at Indianapolis, Graduated with Honors – 3.56

Butler University, Indianapolis, IN Graduate level general Marketing course – 4.0

Texas A&M University – Commerce, Dallas, TX Marketing Management Certificate

American Management Association Training Certificate for Hiring and Interviewing

Numerous GlobalShop, POPAI Marketplace and DMA Seminars

Honors

Zephyr Award for Mighty Pro infomercial

Rabe-Vermillion Scholarship awarded to top students attending Indiana University

Mildred Darby Menz Scholarship for outstanding student in Visual Communication

William M. Bartlett Scholarship for outstanding scholastic achievement

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