Hands-on Channel Marketer with a demonstrated achievement record of
conceptualizing innovative brand solutions in channel marketing, retail
marketing and merchandising on behalf of global corporations, such as,
Canon USA, Toshiba and Raytheon-Websense . Managed the evolution of the
brand in B2B and B2C channels through the design of marketing campaigns
that reinforce corporate strategy and brand vision while consistently
exceeding revenue and growth targets. Management of budgets ranging
from $50K up to $5M. Champion of social media tools and
technologies; LinkedIn, Twitter, Facebook, Instagram, Vine, Pinterest,
Youtube, Webinars, Webcasts, Content Marketing and CRM Software.
Member, Point of Purchase Alliance Industry (POPAI)
PROFILE: SENIOR MARKETING MANAGER
B2B & B2C Channel Marketing
Digital Marketing/Social Media
Marketing Campaigns & Promotions
ROI & Competitive Analysis
Senior Channel Marketing Manager, 01/2013 to 01/2015 Websense Inc – San Diego, CA
Software company specializing in computer security software, which is used by businesses and government institutions to protect networks from cybercrime and malware.
Managed North America VAR and DMR MDF activities for 60 Silver, Gold and Platinum Enterprise partners.
Oversaw a team of 3 Marketing Managers supporting channel initiatives as well as the North American field marketing organization.
Administered and allocated a $2.2M annual MDF budget for the design and execution of comprehensive marketing plans encompassing SPIFs, special events, campaigns, and promotions to drive new and cross sell business.
Exceeded new business revenue target by 117% and pipeline target by 35% in 2014.
Exceeded new business and cross sell business revenue target by 131% and pipeline target by 530% in 2013.
Ensuring that programs are appealing vs.
competitors' partner programs, minimizes channel conflict, and clearly defines policies and workflow while keeping Websense marketing and revenue strategies at the forefront Successfully upsold, cross sold and obtained a key client from a competitor by driving demand generation from strategic whitelist marketing programs.
Senior Marketing Manager, 01/2010 to 01/2013 Use of Marketo and Salesforce.com CRM products Edge Print Media Inc – Indianapolis, IN
National Visual Merchandising and Packaging Design Firm Recruited to lead creative, production and implementation of national branding and merchandising for printers, scanners, digital cameras and consumables for premier client, Canon USA Inc.
Created Reseller and Partner product displays using Canon and Reseller/Partner guidelines for approximately 500 top tier Best Buys and Staples locations and 20 Frys Electronics stores.
Trained field marketing on implementation of displays and sales techniques to achieve targeted sales goals.
Achieved a 38% increase in sales ($1.5 million) through the national rollout of campaign focused product displays to coincide with Canon's national product launch.
Edge Print achieved a 43% increase in total sales as a result of the successful Canon campaign and product launch.
Trained national field marketing team of 30 resellers and Canon sales representatives on strategies to effectively demonstrate the interoperability and ease of use of Canon cameras, scanners and printers.
Worked collaboratively with Canon operations teams to aid in supporting infrastructure for lead flow to partners, revenue tracking and deal registration where applicable.
MDF and Co-op processes and ROI tracking quarterly.
Senior Channel Marketing Manager, 01/2006 to 01/2009 Toshiba Information Systems Inc – Irvine, CA
Global manufacturer of branded laptops and laptop accessories.
Managed 2 marketing team members and a $1M MDF budget for channel programs for the $8M Laptop Accessories and $500K Services and Warranties businesses.
Developed channel marketing priorities and strategic objectives and collaborated with VARs and DMRs to increase revenue contribution and brand awareness across all market segments.
Created new channel enablement programs including incentive programs, promotional events, lead generation activities and campaigns.
Conceptualized and contributed to creative development and implementation of all merchandising materials for Laptop Accessories and Services and Warranties.
Increased laptop accessory revenue by 25% and services and warranties sales across B2B and online channels by 10% through the design of high impact channel marketing and promotional programs.
Launched 2 highly successful national campaigns, which increased Toshiba laptop accessories revenue by $5M.
The Preferred Partner Programs, Cruise In with Toshiba and Cruise On with Toshiba Harley Davidson.
Led creative design of a launch kit with marketing collateral and selling tips that was delivered to 1000 VARs and DMRs.
The tiered promotion delivered monthly awards based on revenue achievements with the top reseller winning the grand prize.
Established MDF financial and sales management infrastructure and reporting system for laptop accessories and services and warranties program.
Developed an advanced Excel spreadsheet to track metrics, program effectiveness and ROI ensuring sales goals were met.
Senior Manager, 01/1993 to 01/2005 Canon USA, Inc – Irvine, CA
Manufacturer of Canon brand printers, scanners, digital cameras and other PC peripherals Canon U.S.A., Inc., is a leading provider of consumer, business-to-business, and industrial digital imaging solutions to the United States and to Latin America and the Caribbean (excluding Mexico) markets.
Managed a $5M budget and a team of 7 in the planning and implementation of print, merchandising, sales promotion and direct marketing programs for peripheral products, such as, printers, digital cameras, scanners and consumables.
In charge of B2C channel marketing for top tiered accounts.
Managed full scope of visual merchandising including creative, development, production and implementation for regional and national retailers.
Built Canon loyalty and brand awareness through the development of national co-op (MDF) funded marketing events, field marketing campaigns, SPIFs and sales promotions.
Leveraged partner relationships to expand consumer reach through print and broadcast media marketing efforts.
Promoted into multiple positions of increasing leadership and responsibility throughout 12-year career with Canon USA Inc.
Executed a $3M,10 city national mall tour event to promote the launch of Canon Creative.
The tour incorporated product demonstrations on printer functionality and highlighted ease of use at 60+ mall kiosks.
The tour increased revenue by $10M and established product presence in the market.
Recognized with both the Canon Computer Systems - Productivity Award and Canon Computer Systems - Budget Management Award for the event's success.
Incorporated promotional trade-up and loyalty programs that achieved a 15% improvement in end user up-sell transactions.
Increased overall sales by 35% by incorporating channel promotions that awarded retail managers and sales representatives at top accounts (Best Buy, Fry's Electronics, Staples, Office Depot, Circuit City, Wal-Mart, Kroeger, Sprint, Target and OfficeMax) with tiered cash and product awards based on product sales achievements.
Implemented creative promotions targeting retail customers that increased revenue by 45%.
Negotiated cross-sell-promotions with Memorex, Yahoo, Mrs.
Beasley's Baked Goods, and Nova Software.
Launched professional career as a Retail Analyst with PepsiCo.
Bachelor of Arts: Communications Radio/TV/Film, California State University - Long Beach GPA: Graduated with Honors GPA: 4.0Communications Radio/TV/Film Graduated with Honors GPA: 4.0
Promotions Law Training - Certificate of Completion: