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Work experience

Key Account Manager

Golden Lee Book Distributors

(CompUSA, Costco, and Independent Retailers)

  • Responsible for the sell-in, replenishment, and merchandising of technology titles for 15+ publishers
  • Established a merchandising system in CompUSA accounts that expedited receiving and restocking process by 5-7 days
  • Generated 50%+ increase in unit sales across the CompUSA chains within the CA and NV region
  • Implemented plan-o-gram merchandising process that freed up shelf space for high-turn titles by 25-40%
  • Improved open-to-buy dollars at the store level by as much as $25k per store

National Account Manager, Book Wholesalers

Macmillan Publishing

Macmillan, the largest publisher in the world, was the publishing arm of Viacom Inc. Its product line included multimedia, consumer, education, business, reference and international publishing, producing annual revenues of $500+ million

  • Responsible for developing product bundles and promotions specifically for the wholesale club market and office superstores
  • Maintained control of market share and number of SKUs in store planograms
  • Increased revenue 49%, resulting in $17.5 million annual revenue

International Marketing Manager, Computer Book Category

Simon & Schuster Business & Professional Group

Globalbrand management of computer book category of four S&S divisions including two English-language companies, one French and one German publishing operation; reported to divisional President

  • Strategic focus on protecting brand equity, sales process and channel expansion, and leveraging U.S. sales tools and promotional campaigns
  • Synchronized global roll out of new products simultaneously with the U.S., resulting in 8 weeks of additional selling opportunity and increased competition with local competitive product
  • Evaluated sales and marketing strategies of each subsidiary and developed processes and collaborative events to share best practices
    • Europe
    • Asia
    • Australia
    • Latin America

IDG Books Worldwide (now Wiley Publishing)

While at IDG Books Worldwide, I led the international marketing, sales, and operational support for English language product from the #1 publisher of tech and lifestyle books, including For Dummies, Cliffs Notes, Betty Crocker, Frommer's, Webster's New World, and Weight Watchers

International Senior Manager

  • Increased divisional revenue by $30 million from '98-'00
  • Restructured, hired and managed 6-person staff (marketing, account management, and customer support)
  • Designed export partner support programs to enhance product sell-through 
  • Collaborated with U.S. product teams and brand managers on pricing and launch tactics
  • Facilitated joint ventures for local publishing programs in Canada, Australia, and UK
  • Managed post-acquisition contracts, inventory transfers and pricing adjustments  

National Account Sales 

  • Company's #1 national account ($18 million), Barnes & Noble, in order to turn-around lagging product sell-in of new product and to maximize backlist replenishment models
  • Managed $900k Co-op Budget, including development of promotions, cost-justification of each program, presentation to the client, and return on investment 
  • Analysis of weekly POS data and account strategy updates to executive management

International Territory Manager:  Europe, Canada and Middle East 

  • Restructured European distribution network, resulting in 50% growth in unit sales and deeper penetration of higher price point, expert-level product lines
  • Established performance metrics for exclusive distributors
  • Conducted in-market training sessions for sales and marketing teams
  • Restructured Middle East distribution network to replace poor performing sales representation
  • Collaborated with U.S. brand managers and foreign marketing teams to customize promotional programs
  • Ensured compliance of global brand guidelines
  • Performed competitive analyses to U.S. teams for new product development

Sales and Marketing Director

Langham Logistics

Langham is a 3rd party logistics (WBE) provider specializing in pharmaceuticals, food and beverage, telecommunications, and consumer products.

  • Formulated a publicity strategy built on leveraging CEO's leadership and industry expertise
  • Secured and authored 15 CEO speeches per year, integrated with post-event lead generation
  • Earned $4 million dollars of unpaid advertising in managing and leveraging the 2003 nationally-televised visit of President George W. Bush 
  • Designed revenue analysis and forecasting (including baseline business and net growth)
  • Developed marketing and sales tools including prospect target filter, company capabilities report, presentation and proposal templates as well as supporting scripts
  • Authored and executed integrated marketing plan to differentiate company's methodology

Director, Marketing

REVERSE 911®

The #1 brand of Emergency Notification Software. Market includes municipal, county, state and federal agencies, military, universities, and Fortune 1000 companies.

  • Core areas: new revenue generation, customer retention, and ongoing brand dominance in the market 
  • Responsible for product marketing, direct and channel marketing, online marketing, publicity, trademark and patent protection, event marketing, sales force automation processes, RFP management, and creative services.
  • Launched Channel Partner Program.  Program pilot generated $1.4 million new revenue opportunities within 6 months of launch
  • Developed and executed a Customer Loyalty and Touch-Points Program.  Annual support renewal rates increased from 73% to 87% in 18 months    
    • Overhauled customer experience 
    • Packaged community awareness programs
    • Customer on-boarding and user training
    • Enhanced account management  
  • Go-to-market strategy and up-sell campaign  

Vice President, Marketing

Sigma Micro

E-commerce and multi-channel retail technology: SigmaCommerce.  Core areas of responsibility: corporate marketing, branding, PR, event management, lead generation marketing.

  • Formulated strategic marketing plan and re-launched newly commercialized e-commerce solution to Sigma's market niche.
  • Launched new demand generation program and direct marketing strategy.
  • Managed the redesign and rollout of Sigma Micro's corporate, product and service positioning:
  • Established integrated campaign management
    • 130+ campaigns involving telemarketing, advertising, Internet marketing, website, events, direct mail, and trade shows
  • Benchmarked conversions, sales cycle and acquisition costs across campaign types and tactics
  • Restructured marketing staff, outsourced resources and program spending  
    • Immediate 13% reallocation of outsourced marketing funds to higher-ROI tactics
    • Reduced mass marketing spend by 50% to targeted direct marketing

Skills

Complex Sales & Lead Generation
  Launched new B2B demand generation program and direct marketing strategy for a software firm targeting mid-tier retailers. In 9 months, the program pilot did this:   Generated 2,600 prospects  Resulted in 580+ opportunities Enabled a 200% increase in software demos Fed a deal pipeline exceeding $14 million.   Created a direct marketing program targeted at public safety and law enforcement buyers that drove $19 million of revenue opportunity along with:   48.5% increase in new system sales in the 1st year Competitive bid awards exceeding $2.2 million 100+ software demos per month 2,000+ qualified new leads  
Branding and Marketing Strategy
  Multi-Channel Market Development International Marketing and Business Development Product Strategy, Marketing and Pricing Models Sales Force and Marketing Operations Automation Strategic Marketing and Business Planning  
Media Relations, Web 2.0 / Social Media Savvy
  Earned $4 million dollars of unpaid advertising in managing and leveraging the 2003 nationally-televised visit of President George W. Bush  Developed and executed a Customer Loyalty and Touch-Points Program, including a packaged community awareness program.   Annual support renewal rates increased from 73% to 87% in 18 months     Formulated a publicity strategy built on leveraging CEO's leadership and industry expertise Secured and authored 15 CEO speeches per year, integrated with post-event lead generation

Education

Bachelor of Arts

Indiana University

School of Journalism (major) and School of Business (Marketing & Advertising minor)

KELLI DELIVERS

What Kelli is Reading

Social Media Savvy

"Kelli is an extremely passionate speaker and expert on the topic of social media.

At a presentation I attended recently she did an excellent job of taking a complex subject that many in industry bucket as for the "young at heart" and demonstrated through personal example how people of all ages... are using and depending on information derived through social media."

Roland Bydland

Senior Strategist & Founder, EYP Advisors

"I would absolutely recommend anyone interested in learning more about the impact of social media on you and your business to speak with Kelli.

She's intuitive, well spoken , very knowledgeable and passionate about making this technology work for you.”

Stephanie Schoening

Director of Marketing, Monarch Life Sciences

ABOUT KELLI

Never forget that thinking is a commodity.

Feelings, on the other hand, compel people to act. 

Any mediocre marketer can get you to think.

Truly remarkable ones quietly go about causing you to FEEL. 

This gifted Marketing & Sales professional knows how to get a company past its own ego in order to use marketing to created sustained value.  Kelli Schmith is a gifted marketing strategist, writer, and publicist whose success story spans 18 years of opening new markets and building profitable channels (and reputations).  

Described by a colleague as someone who "turns information into gold," Kelli has the gift of drawing people together.  A social media early adopter, Kelli helps companies tap the power of social media to engage with customers and prospects.  

Kelli's sales and marketing leadership roles have taken her around the globe and coast to coast.  She logged a dozen years in technology publishing then enjoyed a 5-year period in logistics and transportation. Since then, she’s been back in the software and technology business where she continues to work and play.  

Passionate about building and developing high performance teams, Kelli stands out as a leader who can can identify talented people and develop them into measurable, high-value contributors. 

SPEAKING ENGAGEMENTS

Embracing Social Media  - Panel Discussion

TechPoint Indiana, New Economy New Rules  ~ January 2010

Barnes & Thornburg

Social Media Made Me Do It - Webinar

Rocky Mountain Direct Marketing Association ~ December 2009

A Why and How-To Webinar

LinkedIn LeapBoard - Boardroom Instruction

Social Media & Sales Process Workshop ~ Ongoing

Hosted by Caskey Achievement Strategies

STEWARDSHIP

IMPRESSIVE

"You are, by far, the most impressive professional that I have had the pleasure of working with during my entire career with the Secret Service."

~A. Scott

U.S. Secret Service

White House Advance Team

President George W. Bush

EARLY CAREER

  • Backlist Merchandising Manager, Bookstore Channel 
  • Manager, MarCom / Creative Services Department
  • Marketing Associate (Family of Controlled Circulation Technology Publications)
  • Publicity and Event Management, Olympic NGB

AUTHENTIC

“Kelli is a remarkable resource for marketing analysis and strategy.

She has a very keen sense of brand and authenticity of message.

Her breadth of medium knowledge makes her a great fit for helping companies in marketing communication, advertising, public relations and sales strategy.” 

Tom Searcy

CEO, The Whale Hunters

WORLD CLASS

“Kelli Schmith personified professionalism from the very first day she walked into REVERSE 911.

She evaluated our marketing material, help desk statements, training manuals, and software capability. Kelli interviewed Field Engineers, Quality Assurance Technicians, and Senior Management. Kelli compiled this information and produced marketing material that was not only eye catching color and graphics but also technically accurate.

I recommend her highly to anyone looking for a true World Class Professional and Team Player.” 

Montrial Harrell

Senior Software Verification Engineer

November 12, 2008

CURIOUS.

“What is always impressive to me about Kelli is her natural sense of curiousity and genuine interest in the story behind the story.

She is not content to see things as they appear, but digs into the work that she is doing to truly understand.

This attribute allows her to produce a marketing message that is "real" and impactful. She's not just an "ideas" person, Kelli is interested in making an impact and "doing" what needs to be done.” 

Brooke Green

Sales Consultant,

Caskey Achievement Strategies

IMPACT

“Kelli brought an unbelievable amount of experience to REVERSE 911...

We saw our brand awareness and our market share skyrocket after she joined the company. She pulled off several miracle PR moves to position REVERSE 911 as the only notification solution to have.”

Carol Barritt Smith

Sr. Territory Manager