Excelsior, MN 55331
DIRECTOR MARKETING, PRODUCT MARKETING MANAGEMENT & INSIDE SALES
Product Strategy and Positioning
Life Cycle Management
Seasoned B2B product marketing and management professional with demonstrated abilities to manage and market a product through its life cycle-planning, analysis, design, project management and improvement phases. Extremely effective in establishing product specifications, market positioning and pricing with focus on customer needs. Breadth of experience includes developing product road maps and strategies, performing customer research, delivering market requirements, managing product launches, creating sales tools, working with sales channels, determining optimal pricing, creating product positioning, working with press/analysts, market analysis and P&L creation.
Monterey, CA and Excelsior, MN (Home Remote Office)
Product Marketing Manager
June 2010 - Present
Responsible for driving all strategic product and direct marketing initiatives for K-12/Adult reading ELA, mathematics and ELL Assessment/Curriculum technology based software solutions.Instrumental in driving all customer acquisition and customer retention programs. Act as a liaison between product management and development teams to understand product road-map, features/functions, and marketability of solutions. Recognized for outstanding growth performance against marketing and sales objectives, synergizing inside sales with field sales, and marketing campaign strategies. Create, maintain, and deliver product launch plans for new releases, features, and updates. Maintenance of high-quality product content including core brochures, flyers and presentations to be used as sales tools for a variety of audiences. Align sales tools to the buying process.Provide marketing training to the sales team, so they are effective in messaging and differentiating CTB products to customers/prospects. Participate in branding discussions; act as brand champion for CTB products.Deliver project management, development, and execution of marketing campaigns specific to the products. Tactical components including but not limited to: coordination and execution of customer communications (HTML Email, Direct Mail) and webinars, regional user groups, executive forums & briefings, customer presentations, case studies, web presence, and advertising. Support sales efforts within assigned segment & campaigns. Create and maintain metrics to gauge level of success of campaigns. Deliver thought-leading content via events, blogs, campaigns, and other methods. Manage campaign lead opportunities with sales and CRM/Database team. Participate in national and/or regional conventions/exhibits and field sales presentations.Spearheaded the market launch of 4 new product lines in 2011. Identified opportunities, researched new product possibilities, collaborated with product management team and created campaigns generating $12 million in annual sales.
Director of Marketing and Connected Sales
July 2008- March 2010
Promoted to provide strategic marketing vision, leadership and motivation to a staff of 7 marketing managers, specialists, and communication channel experts to help drive new customer acquisition and manage customer life cycle marketing through lead generation, up-sell/cross-sell and direct and indirect order revenue. Built and executed innovative demand generation programs to support the sales to K-12 school districts nationwide and drive demand for all products through channel partnership programs as well as adjacent markets. Developed overarching marketing strategies to drive execution against tactical plans to shape customer awareness and retention,significantly impacting share and revenue growth in excess of $75 million annually.Proven ability to match customer’s needs with marketing initiatives. Defined product marketing processes to insure consistency of messaging, brand and value proposition. Managed the creation and execution of all product marketing campaigns, including setting creative direction and outlining campaign objectives, messaging, and ROI tracking.Implemented and managed product-marketing campaigns by utilizing a product specialist team targeting the K-12 education marketplace and maintained a closing ratio of 65%, with total annual sales exceeding $75 million. Authored, developed and promoted over 300 product webcasts in 2009 that resulted in over 8,000 registrants and 6,000 attendees generating $17.5 million in revenue. Managed the marketing database, improved marketing campaign automation, created marketing reports, and provided analysis on product campaign performance that has led to increased ROI conversion rates of 8% on all leads generated.Responsible for media planning strategy and execution-quantifying the value of investments. Partnered with other senior leaders across functions to develop corporate strategies and marketing operating plans.Drove departmental goals as a strong budget manager with the ability to correlate spending to results.
Product Marketing Manager
August 2004- July 2008
Directed all marketing functions, with responsibility for five product lines that contributed to over half of the company's profits.Developed viable marketing and business development strategies/plans focused on the K-12 education marketplace. Managed all lead generation activities that included advertising, direct mail and email campaigns, collateral production, exhibits at association meetings, and all other marketing functions. Responsible for conducting market research, competitive intelligence, pricing, new product launch and marketing communications projects.Incorporated multiple aspects of marketing from strategy, product development, marketing plan development and execution, channel sales, and relationship management that resulted in incremental sales of over $7 million in a three year period and drove annual incremental system-wide sales of over $40 million.Led marketing strategy,
re-branding and repositioning team to achieve an overall market share of 45%, moving up from 20% in an extremely competitive marketplace.Oversaw the creation and implementation of online and print customer acquisition programs that drove revenue and uncovered new customer relationships.
Miltenyi Biotec, Inc.
Director of Marketing
June 2000 – July 2004
Senior level position to lead and manage the marketing efforts of the biotechnology product area. Responsible for working closely with senior leaders to define a vision for market growth, participate in the creation and maintenance of the strategic plan, design business strategies to actively pursue new market opportunities, manage the development of marketing plans in support of the strategic plan and oversee the execution of the marketing team roles and responsibilities. Managed a marketing team of eight overseeing the development and execution of all strategic marketing activities for a global bio-pharmaceutical provider of magnetic cell separation reagents. Led go-to-market strategies, product positioning and messaging, conducting analysis of specific markets, customers, and competitors for use in the formulation of the product vision and strategy, marketing requirements, and supporting programs. Developed product and solution launch plans focusing on compelling messaging and positioning while clearly articulating value propositions and differentiation. Directed 13 product launches and two major re-pricing/repositioning exercises over a four-year period.Designed and managed the development of a new molecular biology channel product that effectively positioned company as providing the industry standard in molecular cell separation analysis. Conducted low-cost market research and gathered market data related to market penetration and market share leading to a 25% increase in market share.Captured, analyzed, and reported key metrics to measure the effectiveness of all product management and product marketing activities and adjusted plans accordingly and as a result drove eight consecutive quarters of 25% sales growth for all product lines.
SDCR Business Systems
San Diego, CA
April 1995 – May 2000
Recruited to penetrate new markets and sales channels for Point-of-Sale (POS) software and hardware solutions, through strategic planning, competitive analysis, product concepts, pricing, advertising, collateral, promotions, trade shows, and communications. Led a three-person team to develop product and business development initiatives and strategic vision and drove the product process from conceptual stage, competitive and market analysis and pre-sale process to product release and post-sale support to customers.Increased product line sales from $2.5 million in 1995 to $14 million in 2000, and managed the business partner relationship with IBM to leverage cross-functional product marketing opportunities.Conducted qualitative and quantitative market research studies to determine market share and positioning, test new products and marketing strategies, explore new markets, and understand buying criteria. Launched nine new products over a five-year period that generated $11 million in cumulative revenues and dropped $6 million to the bottom line.
Mail Boxes Etc.
San Diego, CA
Product Marketing Manager
January 1993 – 1995 February
Managed the complete in store business services product portfolio targeted at busy business travelers. Overhauled the product marketing functionality to introduce these business service products more quickly and to strengthen customer relationships. Established new sales and distribution channels to acquire new market share. Collaborated with a national advertising agency to create a comprehensive branding campaign in conjunction with television and radio media, web-based promotions, trade show and direct mail programs.Captured 45% of the market share for new product lines. Created and launched four new programs in the in store business services products division generating revenues exceeding 20% of plan at $11.5 million.
BA, Broadcast Communications
San Francisco State University, San Francisco, CA
MA, Mass Communications
Arizona State University, Tempe, AZ
SalesLogix, PeopleSoft, Salesforce, GoldMine, Eloqua, Repsonsys, Google Analytics, Bing AdCenter, HubSpot, Photoshop, Microsoft Publisher, Adobe Illustrator, Adobe InDesign, Microsoft Word, Front Page, Access, ACT, Excel, and PowerPoint