Michelle K.'s Online Résumé

 Qualification Summary

• Product Management  
• Market Analysis and Research
• Brand Building: Promotion & Advertising
• Leadership
• Strategic Planning
• Sales & Forecasting

Skills Summary

Communication and interpersonal skills

• Worked with internal digital department and PR agency to create and execute web based and social media programs as well as the creation of two new websites.
• Maintain one career blog (MEGO Again) and one personal blog.
• Exceptional oral communicator as demonstrated in four years of successful direct sales calls, formal group presentations and trade show presentations.
• Demonstrated written marketing communications skill in copywriting promotional material including brochures, postcards, newsletters and catalogues.
• Edited various newsletters, promotional material, catalogue copy and advertisements. 

Problem Solving and Analytical Skills

• Researched, planned and negotiated print and television advertising campaign. Worked with creative team to develop strong print advertising
• Managed grassroots -  word of mouth campaign that garnered media attention, built consumer loyalty and community.
• Analyzed sales data to research opportunities within current and new customers.
• Forecasted quarterly sales to help determine print runs and necessary promotion plans.
• Created templates and new processes for the creation of a quarterly catalogue that  cut production time by 20%. 

Planning and Organization

• Established deadlines and systematic process for planning six trade shows per year.  Allowed trade shows to be executed more efficiently and increased attendance at booth year-over-year.
• Demonstrated ability to work on simultaneous projects, including trade show planning, multiple product launches, retail promotions, events, all while maintaining brand consistency.
• Worked concurrently on three different catalogues, while liaising with external and internal graphics, production, marketing and sales departments.

Self-starter/Self-motivated 

• Initiated and interviewed PR agency search for Cuisinart and Waring Pro Canada. Increasing earned media by 250% in 8 months.
• Active member of various online communities, voracious book reader, and lifetime student.
• Sole responsibility for national Special Markets accounts, requiring personal motivation to plan promotions and achieve sales quotas.
• Developed and executed a new marketing strategy and program, enabling department to more efficiently plan communications and meet deadlines. The plan also introduced brand-new promotions, increasing sales by 20%.

Professional Experience

 

Marketing and Communications Manager

2007

Developed a strategic marketing calendar for two separate small appliance brands which maintained brand consistency, made effective use of marketing budget, and achieved marketing objectives. Plan included: Advertising, PR, Web Components, Retail Promotion and Sales Collateral.

Managed innovative marketing campaign aimed at building brand loyalty and “Word of Mouth” within a specific demographic. Campaign garnered media attention in Marketing Magazine, Strategy, Sponsorship Report, as well as a 4-page spread in Chatelaine.

Working with in-house web-master designed a new website  with primary consideration for consumer experience and usability. Initial work on Search Engine Optimization has garnered a 10% increase in traffic to the site. 

Launched new product line, from conception of marketing plan to execution, where key consideration was the competitive nature of the category. Created sales brochures, account specific POP, retail displays, advertising, and product specific website. Directed PR efforts including launch event for National Buyers and media personnel which resulted in over 17 media hits, and support for product at all National Accounts.

 

Category Manager

2006-2007

Worked with creative departments in Canadian, US and Overseas office to create Canadian artwork for product categories in a timely manner, including product boxes, instruction booklets and recipe books. Maintained a 100% completion for on-time production.

Provided input to Marketing Director on product line-ups for relevant categories, taking into consideration pricing strategy, distribution of products, and brand objectives. Worked with Marketing Director to negotiate pricing from manufacturers as well as maintaining production schedule for Canadian market.

Supported the sales force by presenting new products during Line Reviews, communicating product changes in a timely manner, and creating sales and promotional material.

 

 

Marketing Coordinator

2004-2006

Managed the creation of a quarterly sales catalogue from initial copywriting to final printing. Produced processes and templates that allowed the project to be completed in 20% less time than previously, and allowed a new team member to take over the project the following quarter with ease.

Contributed to thedevelopment of the retail marketing plans and assisted in implementation through creation of in-book material, creative copy for sales collateral and mass market advertising.

Researched competitive packaging and retail marketing strategies. Submitted ideas and assessments on product packaging, advertisements, and catalogues through formal and informal presentations to department leaders.

Within a company-wide multifaceted team helped to develop a strategy for marketing a new brand, including the formation of logo, sales strategy, and promotional ideas for launching the product line.

 

Account Manager Special Markets                                                              

2001-2004

Designed, created and executed a highly successful and innovative retail marketing plan for a leading publisher that improved client communication and achieved 130% of territory target.

Established protocol for planning and promoting minimum six trade shows per year for a leading publisher. Proven year-over-year increase of 300%.

Conceptualized and developed a new catalogue to market existing product lines to a specific channel of clients. The catalogue was well received by the retailers, who cited greatly improved efficiency in the buying process.

 Forecasted and analyzed quarterly sales to retail clients based on marketing and promotions, past purchases, and market trends.

Successful sales and marketing to gift, toy, specialty, national accounts and corporate clients across Canada. Key accounts including, Toys R Us, Club Monaco, and William Sonoma.

Created and delivered a communication strategy that cultivated solid relationships through direct personal selling, development of quality print communications, trade shows and sales promotions. Reactivated over 100 dormant accounts and increased overall sales by 20%.

Education