Andrea Olson

  • Davenport US-IA

Work History

Work History
Oct 2012 - Present

Director of Marketing and Sales

Marco Group International

Responsible for spearheading national marketing efforts and northern region sales strategy for a $70 million surface equipment preparation manufacturer and engineering company. Defined new market segments, new sales channels, brand modernization, business development strategies and sales KPI programs. Monitored P&L statements, defined sales targets, marketing budgets and surpassed company growth targets. Supervised a team of 35 sales and marketing reports.

-  Led team of 30 inside sales staff to meet and exceed budget growth, including establishing mentorship programs and formal sales KPIs.

- Generated 270+ qualified capital equipment leads through email marketing and data mining program, reaching over 150,000 contacts per month and generating $500,000+ in downstream sales in 2013.

-  Initiated overhaul of online systems, including complete re-architecture of company website, extranet and online quoting/order systems.

- Established and maintained direct and distribution pricing strategies, centered on GM growth and optimization of sales across product lines, industries and geographies served.

- Re-architected sales and marketing team structures, including personnel profiles and hiring requirements, installing mentor programs and increasing retention.

- Designed sales team evaluation program including Territory Health Dashboards, tracking key metrics and supporting performance measurements tied to margin generation, customer satisfaction and market share growth.

- Drove implementation of literature auto-generation system, including centralized content database development, image library creation and content standardization, reducing new product marketing time-to-market by 30%.

2007 - Present

Principal, Chief Marketing Officer

Hard Spun

Comprehensive Marketing and Communications consulting firm, specializing in delivering actionable customer and competitive research, mROI planning and measurement, marketing strategic planning, visual design and messaging, customer loyalty programs, mKPI metric development and marketing risk analysis.

Jul 2007 - Aug 2012

Global Corporate Marketing Manager

Martin Engineering

Responsibility of crafting and leading marketing efforts for a top-tier, $130 million international conveyor component manufacturing and service company. Defined global department structures, market strategies and plan economics, creative messaging, business development programs and KPI metrics. Led efforts across North America, Latin America, South America, Europe, Africa, and Asian regions, including 150 channel partners across 15+ industries.  Monitored income statements, balance sheets and cash flows, including definition and supervision of marketing budget. Supervised a team of 21 direct and indirect reports.

-  Drove integration of corporate and unit product management, sales and marketing into a global “task force” for new product development, overcoming long-standing organizational silos.

oTransformed a North American centered approach to a globally balanced focus within 24 months.

-  Launched 55+ products to international marketplace across 5 years, reducing time-to-market by 8 months per launch through crafting a new product development protocol, including idea channeling, screening, market testing, customer segmentation, opportunity analysis and market growth prioritization.

-  Re-architected global marketing materials suite within 10 months, encompassing the creative development and expansion of print and digital tools including sales literature, presentations, data sheets, videos, and implementation of public website redesign (

-  Reduced third-party marketing resource needs by 50% within 8 months by establishing global online marketing management system, automating and standardizing the development and translation of promotional, sales and training tools.

-  Increased positive customer brand recognition by 55% by launching global brand refresh in 18 months, reinventing a 67-year old international identity.

oDrove internal and external repositioning, shifting from supplier to solution provider model through customer-centric service initiatives and programs.

-  Improved year-over-year customer master data accuracy by 200% through development of global CRM system and data capture protocols, including unique tradeshow lead capture, qualification processes and international customer loyalty programs.

-  Designed and launched company’s first global e-Commerce system, coupled with an in-depth SEO and PPC strategy, resulting in a 8% year-over-year increase in qualified lead generation and wear part sales.  

-  Eliminated $200,000 in year-over-year global trademark management expenses by re-architecting product naming standards, reconciling 150+ trade names into 12 consolidated lines and introducing a product obsolescence program.

-  Improved net promoter scores by 20% worldwide within 18 months, by establishing customer satisfaction program.

oEstablished baseline through KPIs, qualitative and quantitative studies and voice-of-customer capture protocols.

-  Expanded customer share of wallet by 13% through integrated promotional and marketing distribution strategy across multiple channel partners.

oDeveloped comprehensive tracking program through integration of unique identifiers (QR codes, URLs, etc.) to key landing pages and personal response mechanisms.

-  Increased editorial features by 200%, generating a 75% increase of qualified sales leads within 10 months by developing and implementing multi-faceted global public relations and social media strategic programs.

Apr 1999 - May 2007

Director of Marketing


Responsible for defining brand identity, domestic market strategies and business development for a privately-held, healthcare IT company.  Organizational leader, instrumental in crafting company strategy, new product development, sales processes, marketing action plans, and training efforts. Founded in 1999, grew company from $10,000 seed monies to over $6 million EBIT (2007). Reported to CEO.

-  Cooperatively restructured company focus in 2001, redefining target markets, brand positioning, offerings and packaging, and go-to-market strategy, resulting in doubled year-over-year revenue growth and stabilized cash flow.

-  Increased employee productivity by 150% within 1 year, establishing a culture of execution through cross-training leadership methodologies, resulting in multi-disciplined sales and marketing teams.

-  Generated over $300,000 additional annual sales revenue by initiating e-marketing consulting services program to key accounts.

oProvided specialized benchmarking and digital presence analyses, including SEO, online advertising strategy, digital brand image assessment and offline marketing integration.

-  Improved lead conversion rates by 80% within 8 months, defining customer engagement process in collaboration with sales, establishing readiness hierarchy, lead ranking architecture and closed-loop protocol.

-  Increased positive brand awareness by 400% within 18 months, creating a customer-focused marketing strategy, through extensive online education programs including newsletters, blogs, forums, industry peer events and whitepapers.

oEstablished dedicated eHealth Evangelist role to serve as the “expert face” of the company.

-  Exceeded annual sales goals by securing multiple new accounts through extensive sales and marketing training and customer engagement education.

oAccompanied the training program with a comprehensive and complimentary marketing promotional mix, including public relations programs, tradeshows, promotional initiatives, and annual customer appreciation event.

oEvent participation blended 90% existing customers and 10% new prospects, generating over $450,000 new revenue the same fiscal year.

-  Led partnership development program with nationally recognized advertising agencies and industry publications, establishing relationships with corporate-level executives and chief editors, converting to 30+ speaking engagements, 25+ nationally published works, and 10 new major accounts.

-  Drove creation of proprietary policy management software, encompassing conception, management, and launch, resulting in $200,000 of sales revenue within 100 days.

Creative Director (2001-2004) \Led design department, encompassing all online and offline creative.

Key Account Project Manager (2000-2002) \Managed 10 key accounts, supervised technical development team.


Aug 1996 - May 1998


University of Iowa

Technical Skills \ Adobe CS, HTML, CSS, CRM, CMS, GUI, SEO, Social Media, Microsoft Office Presentations \ 6 keynotes and multitude of technical, educational and sales presentations Publications \ 46 internationally published educational works and numerous sales proposals

Business Leadership, Awards and Training

Business Leadership & Awards

Memberships \ Business Marketing Association, American Marketing Association

Boards & Councils \ ADDY® Chairman, ACC Tomorrow’s Leadership Council

Awards \ ADDY® Award (4), AAF Service Person of the Year, Wilmer Rich Shields Communications Award

Education & Training

B.A. Communication Studies \ University of Iowa - Iowa City, IA

Advanced Web Development Certification \ Kirkwood Community College – Cedar Rapids, IA

Competitive Intelligence Professional Certification \ Society for Competitive Intelligence

Employee Empowerment, Leadership and Change Management Certification \ Achieve Global

Human Factors Usability Certification \ Human Factors International

Marketing ROI Training and M.B.A. Coursework \ American Marketing Association Continuing Education

Foundations Certification \ Pragmatic Marketing

Sales Negotiation Certification \ American Management Association

Executive Summary

Corporate marketing executive and change-agent, with a superior track record of reinvigorating stagnant brands and accelerating market growth throughout the product life cycle. Proven, innovative leader, with expertise in multi-channel high-tech, manufacturing, consulting and agency settings, across international organizations. Superior communicator and collaborator, who excels at developing and translating strategic concepts into executable, profitable results.






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