Regine Smith

Regine Smith


Accomplished Marketer, Telecommunication, Technology and Certification Authority, Product Marketing Manager for IT Certification and Career Excellence at Microsoft

Currently the Product Marketing Manager for IT Certification and Career Excellence at Microsoft. Responsible for global development of certification product marketing initiatives that address the needs of the end-user market and the aspiring practitioner. In addition to the Microsoft Certification program, driving the development of several new initiatives that will increase the relevance of certification as a measure of the professional journey MS customers engage as they develop their careers.

I bring over eight years experience in direct-mail, advertising, project management, collateral development and online/offline marketing campaigns and communications. I have held positions in marketing, product marketing management, advertising content development and acquisition at Verizon Communications and Global Interpretations. She earned a Master in Business Administration (MBA) from the Clark Atlanta University and he is a Microsoft Certified Application Specialist.

Work History

Work History
Jan 2008 - Present

Consumer Product Marketing Manager


Responsible for defining future direction of Microsoft Learning products and solutions. Identify new opportunities and conduct analysis and presentations to gain internal approvals to implement new initiatives pre- and post-launch.  Develop and implement of annual marketing plans that result in sales increases, in a flat growth industry.

Duties & Selected accomplishments:

-        Define, develop and deliver online customer experiences including online design, customer journey, usability, application process best practice and benchmarking.

-        Drive the development and implementation of online media strategies that resulted in improved efficiency and accelerated volume growth and profitability. One such strategy drove incremental sales growth of 6%  in markets representing nearly 50% of sales.

-        Use customer journey data analysis to identify areas for improvement within existing customer journeys, produce recommendations and project manage implementation

-        Launched two, successful brand-building campaigns

-        Spearheaded the testing and rollout of Hiring Manager initiative, direct go-to-market program that has resulted in the design of new sales packages and bundles projected to drive annual incremental sales of over $3 million.

Jun 2007 - Sep 2007

Sr. Marketing Planning Manager –West Coast Consumer market


Championed the development and execution of the key marketing plans by generating fact based support for recommended direction.

Selected accomplishments:

-        Executed overall message strategy and provided leadership of the cross-functional project team tasked with developing and finalizing all of the key elements needed to successfully achieve marketing objectives.

-        Assured effective development and implementation of integrated marketing programs that achieved marketing sales and customer count goals.

-        Maintained keen insights into overall market trends for research needs within target segments and communications channels.  In addition, developed and refreshed market intelligence of direct and indirect competitive solutions.

-        Assured up-to-date and accurate planning of marketing calendars.

Jan 2006 - Jun 2007

Sr. Segment Marketing Manager


Charged with developing and implementing broadband market penetration strategies. Challenged with supporting the business to business migration of copper to fiber optic broadband products; meeting annual unit sales goal of 319,533 (100,851 of which are acquisition marketing-driven) and drive brand awareness.

Selected accomplishments:

-        Analyzed market/competitive landscape and spearheaded market penetration programs through integrated combination of direct mail and print with outbound telemarketing follow-up to help reach targeted unit goal.

-        Developed and executed regional quarterly lead generation programs, including budget management.

-        Defined lead generation metrics and measured and evaluated to determine effectiveness of regional penetration programs. Mid year results: 893,176 units sold; 778,605 marketing-driven acquisitions.

-        Streamlined sales effort by introducing Marketing Plan dedicated to lead generation and qualification. Pilot program demonstrates 16% increase in lead production year-to-date.

Nov 2006 - Mar 2007

Marketing and Advertising Consultant


* Concurrent with Verizon Communications employment.

Seventeenth hire at this e-commerce start-up. Worked on launch and ongoing marketing and communications programs. Major involvement in establishing the brand identity, the tone of the site and the customer experience.

Selected accomplishments:

-        Managed and executed online marketing strategy, including but not limited to interactive search engine marketing and proposal development.

-        Championed and led branding effort for the company's intellectual services offerings -- created "We Deliver the Hiring Manager" tag line, which led to increased lead generation and new business development.

-        Used Google Adwords and Yahoo Search Marketing to develop new campaigns to ensure ROI for client.

-        Executed Campaign Management Strategies, analysis, paid placement campaigns and search engine optimization.

-        30% report writing, 20% interviews, 20% client management, 10% analysis, 10% marketing, 5% organizational development, 5% other.

Jun 2003 - Dec 2005

Sr. MarComm Manager


Developed and drove a national marketing communications program.  Directed Marketing Communications team of three (3) comprised of product marketing, product management and sales channels.

Selected accomplishments:

-        Conceived, wrote and placed highly targeted print advertising that generated record levels of leads and sales and over 134% return on marketing investment in 12 months.

-        Increased enterprise and federal market share from 6% to 8% by creating a strategic plan for enterprise business telecommunications provider. Recommendations resulted in the introduction of seven new print ads.

-        Developed call forecast by channel for all programs within campaign timeframe, reviewed call forecast with channel marketing and with channel operations before proceeding with launch.

-        Recommended an overall strategy and implementation plan to address retail market opportunities, product and service capabilities. Recommendations led to a $5 million investment in the retail channel.

Sep 1999 - Feb 2002

Business Owner


Built a highly-successful entrepreneurial translation consulting business over a three year period. Served as business manager, performed project work and placed subcontractors and virtual teams for clients.

Work for clients included: interpretation, editing, staff development, translation at trade shows and events. Translation of web pages and publications, development of international press releases, collateral, new/updated websites, advertising and PR campaigns and acting as a company spokesperson.

Accepted assignments of varying degrees of difficulty for local and international clients including:

Onyx Media, Atlanta, GA - Conducted daily correspondence with foreign vendors; composed and translated letters, contracts; participated in negotiations; translated and designed business plans, profiles and web sites from English to French and Spanish in preparation of International launch.

- Atlanta Association of Interpreters and Translators, Atlanta, GA - Editing, organization and planning of an interpreter training program. Recruited and screened foreign translators and interpreters; organized functional events with American specialists and interpreted at the meetings.



Aug 2002 - May 2004


Clark Atlanta University - School of Business

For 50 years, the School of Business Administration has flourished as the major producer of black MBAs in America . In 1974, the School of Business earned accreditation from the Association to Advance Collegiate Schools of Business (AACSB).

The School of Business Administration is committed to continuous improvement of its historic teaching and service tradition, with emphasis on intellectual contributions. Recently ranked among the top five Historically Black Colleges and Universities as a "best buy" by Money Magazine, the Business School is committed to training its students to exceed expectations of aspiring business leaders beyond the 21st century.




Seasoned marketing manager with 7+ years of consumer and business-to-business marketing, advertising, direct marketing, brand management, engagement marketing, internet programs and advertising agency management experience. Strong planning, team leadership, communication and interpersonal skills. Substantial strategic planning experience; demonstrated competence and leadership in a variety of roles; experience leading direct response, retail and brand-building marketing programs   -  Advertising -  Strategic & Tactical Planning -  Marketing Strategy -  Contract/Vendor Negotiation -  Go-to-market Strategy  -   Project Management -  Competitive Analysis -  Direct Mail -  Trilingual (French, English and Creole)