VisualCV

Marketing Consulting Company

Challenge: To use my training, marketing and sales leadership experience to offer marketing, training and sales support to corporate clients in beauty, fashion or luxury goods who are looking to outsource their marketing or training services.

Solutions:

Assumed 11 month contract as ‘Chief Marketing and Communications Consultant’ for  Beijo, Inc.                                                2011                                       

Accepted contract-based position with prior employer, with responsibility for all marketing and communication initiatives. Report directly to owner of company. Manage all corporate communications, including: the design, content and launch of new corporate website and replicated websites, seasonal product and trend copy for website, company newsletter, all corporate email campaigns, product launch collaterals and communications, social media collaterals, PR announcements and field communications. Develop content for national and regional meetings, webinars and conferences. Produce custom promotional videos for company’s You Tube channel and website. Company enrollment rate has grown significantly over the past 9 months. My contract will remain active through early November, 2011.

Responsible for building market share and growing sales, by increasing visibility and brand profile of North American Division of multi-national, esthetic laser manufacturer headquartered in S. Korea.

• Developed multi-channel promotional campaigns to support presence at industry shows and conferences, including the Lutronic L.O.V.E. and BOND campaigns, which collectively generated 100% increases in show sales over 5- month period.
• Architect of exclusive strategic alliance with Medical Spa Group Buying Network, which increased company’s lead pipeline by 120%
• Developed e-marketing materials to support users' marketing needs
• Introduced first social media 'blog' program supporting physicians, as part of overall campaign strategy   

Laid off in September due to company-wide restructuring.

Responsible for developing sales, marketing and training programs for use by thousands of Independent Sales Consultants throughout North America.

Multi-Category Focus on Education, Marketing and Point- of- Sale Support/ Training:

• Wrote and designed marketing and sales training programs for national sales force, including; webinars, classes and conference calls designed to increase recruitment of representatives and retail consumers.
• Developed company’s first social media platforms; including Face Book, Twitter, Linked In and Wordpress Blog
• Planned, wrote and hosted 7 of 10 general sessions and workshops offered at 3 day National Sales Conference in La Jolla, CA
• Created series of Power Point presentations and 'Point-of-Sales' marketing materials to increase network recruitment and raise average monthly sales
• Established first bi-monthly sales reporting program and leadership accountability standards for team of 35 Independent Sales Directors
• Assisted CEO in the restructure of business model to enhance efficiencies and improve monthly performance of Sales Directors and Sales Consultants
• Wrote and designed content and site map for new web site

Responsible for building the company's first Sales and Marketing Department:

• Designed and developed customized marketing communication materials
• Collaborated with CEO and Manager of Product Formulation to develop client formulations
• Advised clients on product positioning and branding decisions, including product names, featured ingredients, packaging selections, and marketing strategies
• Designed and launched company's electronic "Discovery Packet" of marketing materials 
• Developed corporate blog site, issued press releases and interfaced with editors
• Founded networking group on Linked In: "Beauty Lab M", dedicated to beauty marketers and manufacturers
• Co hosted client brainstorming meetings with CEO and Product Development Manager
• Attended industry shows on behalf of company
• Developed new sales protocols and tools, resulting in shorter closing process and higher  closing rates

. 

Responsible for managing and growing nine-state region, spanning from Washington State to Northern Louisiana. Repaired sales and imposed structure (procedures and protocols) in a region where both were lacking.

• $3 million dollar territory was down by 40% when I assumed the position
• Immediately set about opening up lines of communication, establishing clear ground rules and setting new operational protocols to unify the team
• Held series of conference calls and rode in the field with reps each week
• Overtime, the region took on a fresh new collective team identity, unifying the seven blended team members
• Initiated more structure and discipline, shared vision, and individualized coaching
• Sales grew by 60% over a six month period
• Team moved from last place (in July 2008) to first place by the end of 2008

Vice President of Corporate Marketing and Communications                                     

2007-2008   

Vice President of Marketing                                                       

2005-2007 

I was promoted to a senior marketing position, after 2 years with the company.

Was responsible for managing marketing initiatives for a growing network of high-end, independently owned Medical Spas, through the development of effective, customizable marketing programs, collaterals, strategies and tactics.

Client Education and Professional Development:

• Established weekly National Marketing Calls and Marketing Webinars to share best practices, successes and key learning’s in real time.
• Developed ‘how to’ marketing manuals, power-point presentations and educational marketing curriculums for clients.
• Hosted quarterly Owner’s Trainings on marketing tactics, resulting in a 50% increase in new spa profitability during spas’ first 6 months open.

 Team Building:

• Built and managed the company’s first field based team of “Regional Managers” to provide training and operational consulting support to client Medical Spas across all business categories.
• As a result, same door sales increased by 60% after eight weeks, and client satisfaction peaked at an all time high.

Creative Support and Strategic Problem Solving:

• Moved the company’s graphic support from Manila, Philippines to the US, so that clients could collaborate and communicate more efficiently with our graphics team.
• Expanded client marketing support by 200%, and grew the number of campaigns from 4 to 12, annually.
• Hired a state-of-the-art online editing service so that all collaterals could be easily customized by our clients.
• Designed, wrote and managed proprietary Community Marketing Program, which resulted in a 50% increase in leads and a 75% reduction in monthly advertising spend, over 18 months, among spas that executed the program.

 Sourcing and Negotiations:

• Sourced and negotiated exclusive “network alliances and contracts” with ‘best of breed’ marketing vendors.
• Goal was to introduce invaluable marketing technologies and services to our clients to help them grow more quickly, while at the same time save them time and an average of $30,000 annually.

Responsible for developing the company's Marketing and Communications Department, to support new franchisees and licensees; owners of 'Inaara Med Spas'.

• Managed and directed marketing and advertising campaigns for affiliated Medical Spas throughout the U.S.
• Coached clients on advertising strategies and Grand Opening Events
• Developed ads and point-of-sale marketing collaterals
• Co-hosted Day of Discovery seminars held for potential franchisees
• Established first Community Alliance Program

Responsible for writing and launching the company's first Global Product Education Program, to meet the needs of Independent Distributors in 33 markets, world-wide.

• Met with global department heads, general managers and executive team, to garner feedback, concerns and suggested deliverables, prior to drafting program design and proposal
•  Designed blue print for multi-dimensional global university which would be operated via independent e-learning curriculums, webinars and live seminar facilitation
• Traveled to the Asia-Pacific region once or twice a month to represent the Nu Skin Enterprises (NSE) Division at International Distributor Conferences and to meet with the GM’s of each country
• Built the company’s first education department and managed a team of five Training Managers

Assumed Sales and Training Management positions involving increasing levels of responsibility, from 1984 through 1998:

• National Director of Training, Merle Norman Cosmetic Studios                                         
• 1998-1998
• Market Sales Manager, Calvin Klein Fragrances, New York, NY                                          
• 1997-1998
• National Education Manager, Dayton-Hudson Corporation, Minneapolis, MN                                                                                
• 1995-1997
• Midwest Regional Trainer, Elizabeth Arden Company, New York, NY                                                                                               
• 1984-1995

I was promoted 4-times over a 5-year period to positions with greater responsibility, eventually becoming the National Director of Retail Education.

Director of Education, U.S. Retail: “beComing” Brand                                                                                                                                       

2002-2003

Senior National Education Manager, U. S. Retail, “beComing” Brand                                                       

2001-2002

National Education Manager, Avon, U. S. Retail                   

1999-2000

Western Regional Educational Manager (“Complimentary Access”)                                                                                                  

1998-1999

Responsible for helping to launch a new retail division that would offer up a brand with appeal to the prestige department store cosmetics consumer, without disenfranchising  the company’s “core” Sales Representatives and direct sell customers.

Training and Development:

Developed innovative training tools and strategies to support the launch of a new lifestyle cosmetics brand for sale at retail.

Key achievements included:

• A training manual designed to read like a fashion magazine...
• Training seminars intended to enhance emotional responsiveness in service professional
• Sales strategies to reflect customers’ attitude and lifestyle fluctuations
• Brand met and exceeded key sales goals and metrics during the post launch period. 
• Profiled as a featured Training Director in Beauty Fashion Magazine

Market Share Growth:  

The Company’s initial retail launch involved the pursuit of experienced cosmetic sales professionals from established department store lines, to sell Avon’s existing brands at kiosks in super-regional malls.

•  Developed recruiting and training programs to attract and retain high performers from competitive cosmetic brands.
• Division met operational goal to successfully open 50 corporate kiosks (Avon Beauty Centers) within a 6 month period.

Business Model Re-Engineering:

The Company decided to license the retail kiosks to Avon Representatives, but most had no retail operations experience. In response, I produced training and marketing materials designed to help representatives transition from direct-selling to retail sales.

• Materials included a 90-minute instructional video for new  licensees, an audio training program for new hires and a packet of kiosk promotional marketing materials, which was distributed to 6000 representatives at the company’s National Convention.
• Division opened 100 licensed kiosks within a 12 month period.

 Market Penetration and Consumer Outreach:

Collaborated on the planning and roll-out of a successful series of “Mall Tour” Beauty Events in a dozen states throughout the US.

• Tour generated $300,000+ during 8-week period.

*Was awarded stock options and a plaque for outstanding performance and sales strategy development, by the Office of the CEO.