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Top-Performing Marketing & Brand Management Professional

With 15 Years Combined Experience & Expertise In:

Global Marketing Management … Branding & Positioning … Product Marketing

Accomplished marketing and brand management professional with an MBA, BS - Marketing, and 15 years marketing experience in diverse industries. Led and directed the cross-functional team that created a successful $100M private label sporting goods business for $60B Target Corporation, the second largest US discount retailer and third largest importer in the world. Skilled product manager who negotiated product prices and quality with vendors around the globe. Hands-on experience performing or directing all marketing disciplines. Seasoned brand manager who led brand management for Air Products Healthcare and was instrumental in the addition of an important new product feature as a member of the GM Fleet Truck Brand Team. Honored by GM as recipient of Fleet and Commercial “I Deliver More” award and "Outstanding Effort and Achievement Award". CRM Training & Administration

Research & Analysis … Team Building & Development … Strategic Planning … MBA

Oracle Crystal Ball … New Product Development … Collateral Design … Competitive Analysis ...E-Commerce … Budgets … International Business … Product Launches …

Contract Negotiations

What other's have said about Marciela

Product Manager

Target Sourcing Services

“Marciela researched product categories in great depth to gain a keen understanding of how the numerous global factors, design criteria, production capabilities, and vendor matrix influenced the sourcing operation. She effectively collaborated with multiple roles to source competitively priced products for the discerning consumer all with a positive and proactive attitude. Working with Marciela is a joy.”

Kate Lewis, Vendor Support Analyst, Target

“I worked directly with Marciela on a team to develop private label products at Target for approximately 18 months. Marciela was committed to identifying quality solutions to fit the branding needs of our products. She was a dedicated team player and always brought a positive attitude, even in the face of adversity. She would be a great asset to any team.”

Sarah Garceau (Davis), Buyer, Target Corporation

“Marciela is an intelligent and saavy business person. Marciela is a motivating leader as well as a valuable member of any team she is on. Strong communications skills and strategic thinking have contributed to Marciela achieving impressive business goals.”

Beth Meade Rasmussen, Product Manager, Target

“Marciela is smart, savvy and gets results. She brings excellent perspective to any business situation and works to find solutions. She is a pleasure to work with and has great energy.”

Betsy Hedstrom Khan, Vendor Tools and Process Manager, Target

Marketing Manager

Air Products and Chemicals

“Marciela is an energetic, productive employee. She is enthusiastic and goes the extra mile to get the information she needs to complete her work. She shows initiative in both her work assignments and in her involvement in extracurricular groups both inside and outside the company.”

Sue Zachmann, Energy Offering Pipeline & Portfolio Manager, Air Products and Chemicals, Inc.

Brand Management MBA Intern

Hasbro, Inc.

“While at Hasbro, Marciela demonstrated a strong set of marketing and management skills, team leadership, and business acumen. I was, and continue to be impressed with her passion, integrity and sense of humor as it relates to any project she faces. I gladly recommend Marciela as a marketing manager.”

Jason Eddy, Brand Manager, Hasbro

Brand Analyst

General Motors

“Marciela is very detail oriented in all of her assignments. She works very well in a team environment, but also works extremely well on her own to get her work done correctly and on time. She is very strategic in her thinking, and able to grasp the big picture, and be able to develop plans to accomplish company goals.”

Craig Duffy, Marketing Manager, General Motors

Work experience

Sep 2009Present

Adjunct Professor - Marketing

Concordia University

ConcordiaUniversity-St.Paul,St.Paul,MN • 2009-Present

Liberal Arts university with a history of over 110 years of providing academic excellence to its students.

AdjunctMarketingProfessor (On-Line Classroom, One Evening Per Week)

Challenged by MBA Chair to create an MBA-level on-line learningenvironmentforworkingstudentsbycreating stimulating coursematerial, provokingnewthought,andchallengingreal-worldapplication.

·Upgraded the on-line Marketing Classroom experience by setting the direction of topics each week enabling students to draw from best practices from a variety of industries. Teach fundamentals of marketing and innovative strategy and tactics, culminating in students' marketing plans focused on their industry of choice.

Mar 2010Present

Marketing Manager / Brand Manager

Apothecary Products, Inc.

Charged by VP of Marketing to increase sales of core items by spearheading new product development, monitoring trends and leading cross functional team. Develop pricing and promotional strategies with the goals of maximizing the company’s profit and share of the market, while ensuring customer satisfaction. • Working jointly with sales to develop winning assortments for customers and consumers.• Providing clear and succinct creative direction in collateral creation and packaging.• Navigating regulatory systems and directives to ensure the development of high quality products that meet or exceed federal and internal standards.ACCOMPLISHMENTS• Established an exclusivity agreement with a leading manufacturer, strenghtening API's operational capabilities.• Introduced 10 new products, creating a new brand and new distribution channels for API.

Oct 2007Jul 2009

Product Manager


Target Corporation, Minneapolis, MN • 2007-2009

$60B US discount retailer ranked 28 in the Fortune 500. The second largest retailer in the US.

Product Manager

Lead cross-functional team in development of robust $100M private label sporting goods business. Spearheaded development of the global strategic sourcing plan to ensure products were sourced in countries and with vendors that met production criteria. Orchestrated and managed vendor selection to negotiate quality and cost. Led, directed, and managed a team of 3 direct reports with responsibility for performance management, career development, motivation, and annual reviews.

·Identified opportunity to grow import business by 13% within one year.

·Researched and evaluated potential business partners for cross-functional team to ensure successful development and execution of safe and profitable items for youth market.

·Created $1M in incremental revenue by developing a private label BPA-free water bottle that met established quality standards and increased guest satisfaction.

·Managed development of a children's sporting goods chair that delivered a 50% margin, met federal safety standards, and was projected to contribute $500K of revenue in future years.

·Negotiated costs and terms for a seasonal assortment for Midwest retailer that delivered 70% margin, surpassing category average of 65%.

Jul 2004Sep 2007

Brand Manager, COPD Air Products Healthcare

Air Products and Chemicals

Air Products & Chemicals, Allentown, PA • 2004-2007

$10B global gas and chemical company with over 21,000 employees ranked 258 in the Fortune 500.Serves customers in worldwide industrial, energy, technology, and healthcare markets.

Brand Manager, COPD (2006-2007)

Marketing Manager, MBA Career Development Program (2004-2006)

Challenged to articulate market positioning and product/portfolio brand strategy for Air Products Healthcare. Created and implemented marketing plans to consolidate acquired companies under one unified Air Products Healthcare brand while still maintaining relevance in each of the markets served. Championed the creation of sales and marketing messages, collateral materials, and campaigns that effectively communicated product value and benefits to decision makers. Mentored and trainedfieldsalesandcorporateteamsonbrand awareness strategies and key branding initiatives. Directed and managed promotional assets and website, led industry tradeshow planning and implementation, and created successful go-to-market strategies.

·Upgraded and streamlined marketing collateral to unify message and save over $500K in expenses.

·Trained HQ marketing team and the field sales organization on utilization of CRM system.

·Managed collateral redesign for a home healthcare firm that extended brand positioning to all marketing and promotional efforts.

·Identified up to $55M (2.75%) of potential market growth by researching opportunities for air products and chemicals in the textile industry.

·Led the Identification of 2 to 3 growth opportunities per year over 5 years in the non-ferrous metals market for a division of Air Products.

·Led a team of marketing executives for air products and chemicals to identify the key components of marketing. Created framework that the team used to produce marketing training curriculum.

Jun 2003Aug 2003

Brand Management MBA Intern

Hasbro, Inc.

Career Note: MBA Brand Management Intern in 2003 with Hasbro, Pawtucket, RI. Developed and executed promotion for Hasbro and Disney to increase awareness of MicroMachines re-launch. Produced desired results for brand at 70% less than the cost of TV advertising.

Jun 1994Jun 2002

Brand Analyst

General Motors

General Motors, Detroit, MI/Flint, MI • 1994-2002

Major US automotive manufacturer of automobiles and trucks.

Brand Analyst, Commercial Trucks, Detroit, MI (1999-2002)

Undergraduate Co-op, Flint, MI (1994-1999)

Spearheaded management of proprietary and secondary research studies, directed promotions, and prepared sales analysis and forecasts for commercial truck brands. Analyzed, tracked, and forecasted sales results that enabled General Motors to formulate marketing strategy. Authored part of annual brand plan. Championed support of marketing and dealer organizations through customer service, research, and sales analysis.

  • Instrumental in providing insight and analysis from research to Brand Team leading to addition of new product feature, the Eaton Semi-Automatic Transmission.
  • Collaborated with corporate finance and team to control expenses and reduce spending by 50%.
  • Addressed and resolved customer concerns that contributed to high customer satisfaction scores.
  • Developed and managed promotion with the National Black Family Summit to increase consideration and purchase among African American new car buyers.
  • Won Fleet and Commercial “I Deliver More” award and "Outstanding Effort and Achievement Award".




Carnegie Mellon University - Tepper School of Business

Consortium in Graduates Studies in Management Fellow



Kettering University
Oct 1997Dec 1997

3 month study abroad

Hochschule Reutlingen



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Proficient in MS Office products including Excel, PowerPoint, Word and OneNote