Seeking a high-level marketing position that is challenging and offers the ability for personal growth.
TRICIA LARKIN SMITH
W O R K H I S T O R Y
PCS Mobile, Director of Marketing & Business Development 11/2009-Current
Complete management of all facets of marketing and business development. Role includes full development of strategic marketing campaigns which support the overall corporate objectives including business development into new vertical markets. Activities include working closely with key manufacturer partners to devise marketing and sales campaigns to help grow business to support various product lines. Also involves development of a “closed loop†strategy to ensure lead follow-up. Other areas of responsibility include:
o Project Management
o Lead Generation
o Budget Development/Management
o Event Management/Trade Shows
o Internal/External Communications
o Problem Solving/Resolution
o Process Development/Implementation
o Staff Management
o Sales Coordination/Interaction
o Writing/Editing
o MDF Negotiation/Management
o Liaison on Government Contracts
o Vendor Relations/Negotiations
o Manage demo pool of products
Noted Accomplishments: Responsible for managing the re-branding strategy of the organization. Ensured all new messaging had a consistent visual identity to perpetuate the new name.
Actively involved in the development of three new websites for the company including two e-commerce sites and a corporate site. Role includes management decisions of site structure, content and functionality.
Development of CRM Database strategy to clean and maintain an effective and valid client database. Through education and coordinated with sales to clean up data, have increased the company’s reach of clients by 45%.
Frontier Radio Communications, Director of Marketing 3/2008 – 5/2009
Lead the development of this privately held business’s proactive marketing strategy to drive business and meet sales goals/growth. Responsibilities included analyzing business data and developing strategic campaigns that correlate to defined growth markets. Once “plan of action†is defined and approved, oversee the development and roll-out of the program and monitor metrics to track program success. Role also included development and implementation of branding strategies, creation of vertical market collateral and sales tools, and maximization of internet driven promotions. Worked closely with manufacturers to develop and implement key marketing strategies to support product initiatives. Coordinated training for sales team and helped enlist sales support to drive targeted product sales and promotions. Provided executive management with lead tracking and competitive analysis reports on a regular basis. Responsible for lead generation and management along with a variety of other duties including:
o Market Research & Analysis
o Strategic Marketing Plan Development/Implementation
o Project Management
o Search Engine Optimization
o Website Development and Management
o PPC Campaigns
o Extensive Copy Writing/Editing
o Craft Corporate Messaging
o Manage Outside Creative/Vendors
o Event/Promotion Management/Metrics
o Direct Mail Campaigns/Database Mgmt
o E-Newsletters/Promotions
o Manage Cooperative/Market Development Funds
o Vendor Relations/Negotiations
o Promotional Items/Collateral
Noted Accomplishments: Within three weeks of accepting role, had coordinated with outside IT management group to develop and create appropriate reports needed to provide historical data for vertical market information. Analyzed data to define and write a marketing plan to meet corporate objectives and sales goals.
Created and worked to implement operational system updates to provide sales promotional data for marketing metrics and capabilities to expand data capture for client e-mail information.
Improved and increased results at exhibit opportunities by implementing event strategies and crafting pre-event and post-event campaigns to maximize results. Results include a lower cost per lead and an average increase in lead opportunities by 27%. Also, initiated a formal exhibit staff training program for sales team, which enhanced productivity and professionalism in an exhibit environment.
Suggested and designed a “closed loop†lead follow-up process for the sales team. Has helped increase customer touches and sales opportunities 72%.
Developed a website totally focused on in-building communication solutions funded by MDF support from a key manufacturer. Wrote and presented a marketing plan to manufacturer’s executive team and sold concept to ensure funding of project. Site was created to be a resource and optimize search engine results for company and specific product line. Created a number of campaigns built around the site to drive business and create awareness off company’s capabilities within this realm.
www.inbuildingexperts.com
Created and managed a database with over 3300 active contacts defined via various vertical markets. This allowed for campaigns to be targeted appropriately and effectively. Brought the management of electronic data and communications in-house and saved the company appx $5K annually. Also allowed for more control and the ability to move quickly in contacting clients,
Manage and oversee $1.5M marketing program. Responsibilities include management of the marketing team and strategic development, implementation and measurement of corporate marketing campaigns and finances including the following:
o Direct Mail Campaigns
o Budget Development/Mgmt
o Manage Cooperative Funds
o Vendor Relations
o Promotional Items/Collateral
o Special Events/Trade Shows
o E-mail Marketing
o White Papers/Success Stories
o Database Management
o Media/Publications Purchasing
Noted Accomplishments: Defined and set a department budget to correlate to annual marketing program commitments/objectives. Managed and approved all funds to ensure department met budget constraints. Able to control spending and through strategic contract negotiations, ensured specific programs came in under cost. This savings allowed for support of additional marketing programs including an upgrade of the corporate website. Received recognition by corporate Comptroller for fiscal management skills.
Created and initiated departmental procedures for project management. Programs included development of a template for creative briefs relating to each project, developing a shared drive and format for project files, and created a template for monitoring project costs. Processes put in place increased productivity and organization within the department and decreased errors and missed deadlines.
Helped to develop and manage a massive direct mail program (750K) from conception to final drop, within a very limited timeline (4 weeks). Ability to negotiate mass printing terms with printer saved the company appx $8K . Worked with internal system engineers to set up metrics program to monitor results of campaign. Based on these metrics reports, the marketing department was able to identify key verticals that were responsive to mail campaigns. Designing a staggered mail drop schedule increased incoming call volume monthly appx 28%.
Hutton Communications, Inc., Manager of Cooperative Mktg 5/2001-2/2007
Manage and oversee $1M Marketing Program. Duties include teaming with the Business Development and Product Management staff to define and set corporate strategies. Identify and create marketing activities and appropriate budgets to promote strategic products within key market segments including; enterprise, public safety, national/regional carriers, OEM, and dealers/VARS. Create/sell support for the marketing programs within the manufacturing channel and solicit use of cooperative/MDF funds to support initiatives. Oversee marketing contracts with key partners and manage channel marketing programs. Instigate and manage department production schedule/staff and all aspects of the various marketing activities. Work closely with the sales management team to roll out marketing activities. Define metrics and review marketing activities for ROI or ROO. Write/edit corporate communications for internal and external use. Create and give marketing presentations and host various training events. Work with various internal departments as a liaison for marketing activities including; Product Management, Information Technologies, Business Development, Accounting and Sales.
Extensive experience in designing and managing the following marketing activities;
o Trade Publication Advertisements
o Webmail Promotions
o Website Content Management
o Monthly Newsletter
o Catalog Production
o Road Shows/Open House
o Trade Shows
o Product Launch’s
o Marketing Collateral
o Webinars
o Direct Mail
Noted Accomplishments: Developed a trade show strategy worksheet that was adopted by the executive management team. The form was used to define objectives and strategies when attending industry shows. This enabled the marketing department to manage the event more effectively. Pre-planning allowed for more productive show promotions, ability to produce appropriate collateral, better coordination of vender participation and the ability to train show staff prior to each event. Results included maximization of ROI on the show investment and produced a 38-50% increase in leads retrieved. This accounted for a lower cost per lead.
Organized and hosted monthly training sessions for a key manufacturer partner. My skill at negotiating contracts and monitoring budgets, along with development of creative and free advertising venues, helped to make these events profitable for the company. For the four years I managed the events, the company earned $100K-$150K annually. These events also became a huge lead generation source for the company. I created an event survey which captured attendees contact information and buying needs. This information provided the sales team with valid leads. Approximately 30% of the leads were turned into new clients and helped increase test equipment sales substantially.
Created and managed a series of educational road shows for various market segments within the wireless industry. Simultaneously managed up to 26 events a year in addition to other department duties. Managed all details of these events including, conception, event locations/schedule, contract negotiations, publicity, advertising, web page development/content including on-line registration forms, coordination of presenters, pre-event communications, database management, hosting responsibilities, post-event wrap up, and lead management. These events were successful in introducing Hutton’s services along with providing current market technology and applications to new and existing clients while directly impacting sales.
Tip Tap Toe, Inc., Owner/Manager 1989-2000
Owned and managed small, service oriented business for 11 years. Included all facets of small business operation and management including but not limited to:
o Accounts Receivable Management
o Advertising
o Special Event Planning/Management
o Project Management
o P&L Responsibility/Management
o Staff Direction/Management
o Internal and External communications
o Publicity
o Sales
o Customer/Vender relations
Noted Accomplishments: Successful entrepreneur. Strong management/marketing skills contributed to 300% business growth within a three year period. Maintained a 75% client retention rate for over a decade.
E D U C A T I O N
Bachelor of Business Administration/Marketing Mays Business School/Texas A&M University, College Station, TX
Continuing Education:
• Project Management Certification Course
• Social Media Course – Denver Press Club
• Colorado Free Univ – Power of Effective Communication
• Meeting Planners International (MPI)
• Meetings Quest International – Training Seminars – Event Planning
• Skyline - Numerous Trade Show and Special Event Planning Seminars
• Trade Group - Marketing your Event Seminars
• SkillPath Seminars – Managing Multiple Projects, Managing Conflict
• Hutton Communications’ Technical Training Manual
• Numerous Motorola Training Classes on various products/technologies/marketing
L A N G U A G E
• English – Native language with advanced skills
• French -- Second language with intermediate skills
I N T E R E S T S & A C T I V I T I E S
• Arts & Humanities Council/Greenwood Village, CO (2009-current) – Advisory group of citizen volunteers that supports the Parks, Trails & Recreation staff to provide community activities.
• Dallas Dance Council/Board of Directors (1998-1999) – Provided guidance and management to this non-profit performing arts organization.
• The Colony Chamber of Commerce/Board of Directors (1991-2000) – Former member and past board member. Awarded “Outstanding Board Member†in 1992 for contributions and service.
R E F E R E N C E S - Available upon request
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