To use my marketing and communication skills to help achieve the goals and objectives of an established company.
PROFESSIONAL EXPERIENCE
PETERSON MACHINERY CO., Eugene, Oregon 2004 – 2009
Marketing / Communications Manager
Directed all marketing, advertising, and internal & external communication for multi-location dealership in B2B and B2C markets. Reported to company president.
- During tenure, marketing efforts contributed to market share growth from zero to 34%, and sales from zero to $120M.
- Hired on to introduce company, products, and services to customers in new sales territory and grow business. Challenge: dominant and established competitors. Wrote a strategic plan, created a budget, and implemented advertising and communication programs in all medium. The company is now considered a formidable competitor and enjoys a respectable market share.
- Developed and managed annual marketing operating budget (of up to $650K), consistently within or under budget.
- Proposed, designed, and coordinated targeted campaigns to launch 3 new product introductions in a competitor-dominated market. Efforts contributed to achieving 28% market share within two years.
- Drafted short, medium, and long-term marketing plans for future growth.
- Created a data gathering/cleansing process to turn an incomplete and unusable customer database into an accurate sales tool. Effort led to implementing a true CRM database used company-wide.
- Discovered 2,400 customers in the database not being called on. Hired, trained, and supervised an Inside Sales Representative who made outgoing calls, qualified leads, and closed deals. Incremental business expected to be $2M+/yr.
- Researched competitors, analyzed market conditions, and presented findings to sales force and top executives on on-going basis. Findings led to realigning sales coverage territories, revitalizing rep’s enthusiasm; expected to reduce travel time and expenses, and more evenly distribute sales opportunities.
- Coordinated the creation and distribution of 6 quarterly newsmagazines to B2B and B2C customers. Efforts contributed to high scores on each of 5 customer satisfaction surveys.
- Wrote articles, letters, speeches, and created PowerPoint presentations for senior managers. Wrote a presidential letter that defused a potential crisis involving an activist group.
- Launched company’s first internal newsletter. Researched, wrote, and edited articles, designed layout, and coordinated printing and distribution. Published monthly for 5 years and was considered the primary communication source to 300 employees.
- Expanded newsletter to include 2 additional corporate-owned companies and 700 employees. Wrote articles and supervised the creation and content of a monthly multi-state newsmagazine for 19 store locations. Surveys revealed high readership and value.
- Established ongoing publicity campaign with local media and fielded media inquiries. Interviewed by local television station live at trade show event. Succeeded in receiving press coverage every month over 5 years.
CATERPILLAR INC., Peoria, Illinois 1998 - 2004
Regional Marketing Services Consultant
Provided guidance and support to marketing managers at 18 dealerships with more than 200 store locations. Created and managed budget up to $2.1M.
- Organized and lead 5 regional dealer groups. Provided council on corporate and dealer ad campaigns, copy and design, brand identity, and best practices. Efforts contributed to 5% regional market share growth.
- Trained and mentored new dealer marketing managers on brand identity issues, group activities, corporate programs, and co-op funding requirements.
- Directed advertising agencies on creating and executing national ad campaigns.
- Managing editor of marketing website. Wrote and edited content. Tracked results. Surveys proved that this was a valuable marketing resource for North American dealers.
- Assembled and lead a committee to create the Caterpillar Dealer Marketing Manager’s Association, which has grown to include dealer representatives throughout North America and meets annually to share best practices.
- Participated as a Green Belt on Six Sigma team to determine advertising effectiveness resulting in $125K annual savings.
PATTEN INDUSTRIES, INC., Elmhurst, Illinois 1987 - 1998
Advertising Manager
Determined corporate communication, advertising, and promotion needs for $112M multi-location dealership with several divisions. Developed appropriate budgets, plans, and materials to achieve established goals and objectives. Supervised marketing staff and call center.
- During tenure, advertising and promotion activities contributed to dealership receiving several prestigious “Dealer Excellence Awards†by manufacturer, and also to company expansion required the opening of an additional store location.
- Created and coordinated external and internal communication. Introduced newly built store to market. Company is now well established in this new area.
- Brand expert for signage, logo usage, and compliance, ensuring consistent company image and customer awareness.
BA, Bachelor of Arts
Aurora University, Aurora, Illinois. Major: Business Administration, Minor: Marketing
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