HIGHLIGHTS OF ACHIEVEMENTS
* Manage marketing plans by product current and historical, reimbursement
programs and issues, publication strategy, marketing research
Data analysis, CRM database, demand generation campaigns, ROI tracking
* Conceptualized and implemented strategies to create and sustain market
visibility, increasing sales from $300,000 per year to
$ 35,000,000 per year worldwide.
* Experience in direct marketing products via trade shows, mail campaigns,
website development, catalog
development, distributors, dealers and Vendor CO-OP programs.
* Developed distribution mechanics for wholesale distribution, customer service
policies and image, return goods policies, etc.
* Developed positive ongoing relationships between clients, agencies,
manufacturers and organizations, assessed needs and provided
tailored solutions.
* Managed all aspects of customer service, including call center and product
delivery, relaying a strong respect for the value of excellent
customer service.
* Financial accountability for corporate budgets and management of special
projects / events.
EXPERIENCE:
December 2006 to current
MANAGING PARTNER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . HONEY CREEK GOURMET, Bulverde, TX (manufacturer)
Oversee all aspects of manufacturing gourmet candy from raw material purchases,
inventory management, production, packaging, sales, marketing, and financials.
August 2005 to July 2007
MARKETING DIRECTOR. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
.LUCIFER LIGHTING COMPANY, San Antonio, TX (manufacturer)
Plan, organize, attend and execute all tradeshow participation.
Plan, organize and execute all sales meetings, product training, special events
for company and family (LLC is family owned).
Develop expertise in the market conditions and competitive environment affecting
the product groups to enhance the market position.
Work with graphics design team for collateral material for sales campaigns and
ad layouts for various publications
Plan and execute new product launches.
Determine effectiveness of campaigns vs. ROI
Responsible for company branding throughout all sales presentations, such as
powerpoint presentations to sales representatives, graphics use on all print
materials, uniforms and tradeshow booths.
Travel and photograph project installations, catalog for reference photography
of application and product images.
Implement document control system, design forms for standardizing control
documents and SOPs.
February 2003 to August 2005
MARKETING MANAGER . . . . . . . . . . . . . . . . . . . . . . . ..INTEGRA
SPINAL SPECIALTIES, INC, San Antonio, TX (manufacturer)
Developed and implemented marketing campaigns for new and existing chronic pain
management products customized in-house, targeting
radiologists, anesthesiologists and pain management specialists in hospitals
and pain management facilities utilizing CRM database. Managed distributor
program throughout the United States, supporting distributors and outside
salespeople.
Planned, coordinated and attended trade shows and medical training conferences,
such as cadaver workshops.
Developed and implement decisions on distribution, promotion, market research,
regulatory legal and any issues which impact product.
Designed product brochures and mail campaigns, Analyze effectiveness of
marketing campaigns by tracking sales and marketing efforts,
competitor overview by business segment including detailed analysis of all
products and services.
Develop expertise in the market conditions and competitive environment affecting
the products group to enhance the market position of the
product group.
Participated in the preparation of the department’s budget; ensures that the
department operates within capital and expense budget
guidelines.
Planned and executed new product launches.
September 1997 through July 2002
DIRECTOR OF MARKETING and HUMAN RESOURCES . . . . . . . . . . . . . . . . .C &
L COMMUNICATIONS, INC., San Antonio, TX
Managed Co-op funds from vendors for application toward marketing costs
(tradeshows, website development, advertisement, SPIFS,
offset utilization of outside MARCOM resources), reconcile and report usage
to vendors (successfully negotiated $ 600,000 in marketing
co-op credits).
Developed marketing strategies to promote new and existing product lines: data &
voice (Alcatel / Newbridge, Nortel, Cisco, Marconi,
Adtran, Carrier Access), successfully implementing multiple vendor marcom
programs, with a strong focus on business-to-business sales.
Planned, organized, attended and executed all trade show and national sales
meeting participation.
Redirected product training to web based tools, such as webinars, allowing a
broader audience to view these presentations with interaction
and frequency, decreasing travel times and expense.
Developed and implemented on-line certification programs for VARS.
Managed marketing campaigns from targeting audience or application, presentation
type – sales or technical, marketing materials and
response measurement.
Met with customers, vendors and media in order to access quality of service,
product, sales force, etc.
Designed collateral material for sales campaigns and ad layouts for various
publications.
Reviewed vendors to determine product success in existing markets, as well as
potential in new avenues, modifying business plan as
determined by economic conditions.
Developed and implemented marketing strategies, including logo designs which
branded and introduced new companies.
Reviewed business strategies for existing company and/or acquisitions; calculate
the overall impact of integration with regard to personnel,
benefits.
Administered & communicated company policies, adhering to state regulated
employment guidelines and laws, while promoting a positive
work environment within and between all departments, recruiting,
communicating and resolving benefit issues, developing employee
recognition programs.
1984 through 1993
DIRECTOR OF MARKETING . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . .. . .. TELEDYNAMICS CORPORATION, Austin, TX
Conceptualized and implemented marketing strategy, which included domestic and
international market s through exposure via
tradeshows and aggressive mail campaigns.
Increased market visibility and yearly sales by aggressively pursuing and
expanding the customer base globally (during 1985 sales
were $300,000 per year and 1993 sales were $ 35,000,000 per year).
Worked with founder as an original core team member on business development,
establishing channels of distribution from small "mom &
pop” dealers to large wholesale-chains and national retail accounts.
Managed and reconciled Co-op funds from vendors for application toward marketing
costs (tradeshows, catalogs, SPIFS).
Introduced promotional programs (pricing, promotions, electronics, mail, etc)
Developed customer service policies/image, return goods policies and customer
relationship management data.
Responsible for profiling major competitors to include location,
sales/profitability, market share, key strategies, new product potential,
customer focus, sales force effectiveness, credibility in market, etc.-
summarizing relative competitive advantages by company –
product, price, quality, service, reputation, R & D output and quality.
Attended national sales meetings for various vendors, such as Panasonic, Uniden
and Cobra.
Responsible for financial decisions regarding expansion and growth of company
and all aspects of human resources.
Managed call center for inbound and outbound processing.
Responsible for all aspects of Human Resources: hiring, training, payroll with
commissions, policy development and implementation of benefits, workmen’s
compensation, state/federal regulated employment guidelines and laws.
Monthly financial statement preparation, quarterly tax reporting.
Barbara West
6475 Cheyenne Pass
Bulverde, TX 78163
[Send email to request phone number] 80-5079
210-241-4345 mobile
westbarbaras@gmail.com
|
