Marketing Director, North America

Jennifer Usher

Georgetown, Ontario, Canada L*G *B8

Ph: 905-***-**** Cell: 647-***-****

Email: **************@*****.***

Executive Management

Fully qualified for leadership positions Marketing, Communications, Advertising & Agency Direction

Highly accomplished, innovative and multifaceted marketing leader supported by effective combination of expertise in both client and agency sides; experienced in managing global corporate marketing efforts and directing major advertising accounts. Consistently identify opportunities, assess market needs and implement strategic marketing and product positioning plans according to key business drivers. Excel in managing / developing accounts, expanding distribution and leading successful new product introductions. Recognized for working harmoniously with teams, pioneering highly successful programs, promoting positive corporate image, managing through change and unifying efforts of disparate teams. Strong, decisive and confident communicator that relates well to staff, program participants, customers and media outlets; skilled in providing effective messaging during periods of crisis and change. Proven ability to design, direct and execute successful large-scale marketing solutions and programs that consistently increase sales, market share and sustainable brand recognition.

Core Management Competencies

P&L Management

Social Networking

Media / Ecommerce

Public / Media Relations Program Development / Implementation

Brand Creation / Management

Creative / Strategic Selling

Recruiting / Staff Development Market Research / Analysis

Relationship Management

New Market Identification

New Product Development

Career Progression

CAPITAL SAFETY GROUP – Mississauga, Ontario Candidate 2005 to 2011

($250M Manufacturer of Fall Protection Equipment sold directly through distribution and in key market segments including Wind Energy, Oil & Gas, Construction, Transportation, Utility and General Industry)

Marketing Director, North America

Scope of responsibility was diverse and included managing all company communications to distributor base in North America and internationally. Lead team of four direct reports (Global Broadcast & Design Specialist, North American Marcom Manager and North America Marketing Coordinator & Global Graphic Designer) housed in the Red Wing, MN office. Oversee creative and public relations agencies, webmaster, trade show company and print houses. Accountable for directing North American Tradeshows, Media Relations, Advertising, Creative Design Online Programs (website management / design, SEO, PPC campaigns), Pubic Relations, New Product Launches, Promotions, Marketing Campaigns and National Account Programs. Managed distributor coop program and executive quarterly segment marketing campaigns.

Key Achievements

Instrumental in helping company maintain position as industry’s top leader in the fall protection equipment space and capturing 43% of market by continually expanding and refining marketing plan and all key strategies consistent with corporate sales objectives.

Achieved 124% increase over 2010 and a 10% website volume improvement for annual Construction Campaign targeting industry end users by coordinating team activities and managing every program aspect including promotion development, public relations and execution for all distribution and sales teams throughout North America.

Delivered 112% growth by running distributor promotions throughout the year for key products at various discount and stocking levels.

Jennifer Usher, Page Two

Continued…

Tapped to lead major global project to revamp entire existing website previously lacking critical capabilities and build it from the ground up in just six months. Key activities and results:

Led project from initial conception through final execution including project team

Hired Webmaster for English and numerous other world languages

Managed content across marketing division with each sister company

Developed product catalog to include over 5,000 product SKUs

Website delivered on time and included new SEO optimization and exceptional user friendliness; search results went from page 15 on Google to page three in less than three months, with current ranking of number one for popular key words

Set pace for company to deliver 3-5 new products per month vs. industry average of 2-3 products per year by meticulously guiding team in all new product marketing activities.

Exceeded first-year $1M target goal in just six months for company’s largest and most successful product launch in three years. Directed marketing team in major online campaign, trade show participation and all promotions/presentations. Hired advertising agency, worked with PR agency, administered budget/timeline and invited press.

Consistently reduced annual budgets and bi-annual costs, reducing overall spending from 20-40% while maintaining dominate market presence and meeting project deliverables.

Expanded messaging efforts for distributors by developing distributor co-op program across North America which took 1% of their previous years’ sales and allowed them to apply dollars toward select criteria.

Improved ability to manage high volume of marketing materials by implementing Media Library / Share Point to enable uploading of all collateral used by sister companies throughout the world.

Seamlessly coordinated over 20 successful trade shows annually ($600K budget) including National Safety Show, World of Concrete, Construct Canada, ASSE Show and distributor/transportation shows.

Routinely garner extensive notable press coverage in all industry top-tier publications.

EARLY CAREER

Marketing Director

Amvic Building System, Toronto, Ontario (2004 - 2005)

Led marketing efforts for the Foam Construction products sector for this distributor-based organization. Developed products’ strategic business plans, identified target both new and existing customers and assessed application opportunities.

Planned and implemented company’s first distributor conference in Texas attracting over 100 distributors for this two-day event.

Played key role in developing new market targeted toward Architects and Specifiers.

Director, Client Services & New Business Development / Senior Account Manager, Client Services

MacKinnon Calderwood Advertising, Mississauga, Ontario (2001 to 2004)

Created and grew formal Business Department from the ground up resulting in a 28% increase in advertising and consulting revenue within the first six months. Instrumental in conceptualizing company vision, market positioning and strategies to identify and reach target audience.

Directed all aspects of client/services department and augmented revenue by $240K and profit margin of 8%.

Senior Media Planner

Harrison, Young, Pesonen & Newell Media Management – Toronto, Ontario (1998 to 2001)

General Manager

Toast! Café & Grill (Cara Operations) – Toronto, Ontario (1995 to 1998)

EDUCATION

Institute of Canadian Advertising, CAAP Program – Toronto, Ontario (1995)

Master Manager Program, Business & Economics – Certificate Program through Wilfred Laurier University (2002)

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