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Date Created: 12/22/15
Mary E. C. Benek Hillsborough, CA 94010 (650)-342-4603 email@example.com Professional Profile Interim marketing executive/consultant with deep experience across all aspects of marketing, bringing strategic vision, planning, execution and leadership to technology organizations with focus on optimized market entry/expansion for accelerated business growth Over 20 years’ experience in general management, marketing and sales with strong results-driven leadership, management and team-building skills Unique Skills Building and leading diverse and cross-functional teams Strong P&L performance Integrated marketing, sales, influencer strategy and execution management for 360° results including product marketing, PR, social media, analyst relations, advertising, lead generation and partner programs Customer and sales-centric marketing Demonstrated success in sales Positioning differentiated value with strategic execution to compress sales cycles Strategic market mapping of customer requirements, buying process, competitive position, to drive revenue Broad B-to-B and B-to-C acumen in software, hardware, infrastructure and vertical industry solutions Experience and Accomplishments STRATEGIC MARKETING CONSULTANT/INTERIM EXECUTIVE 1985-Present Technology Marketing Strategies, Hillsborough, CA Drive growth for innovative technology companies for new market entry/market expansion to set and meet or exceed market objectives with improved marketing and sales ROI by creating competitive advantage with market and business strategy development and execution. Capabilities include: Go-to-market; company/product positioning; new program start-up; opportunity analysis, segmentation, market & product life cycle profiling; integrated thought- leadership PR/social media for business; integrated sales and marketing programs that compress sales cycles; distribution and value chain strategies; lead generation, scoring, nurture; packaging, pricing, and penetration strategies. See client detail attached. VICE PRESIDENT, Worldwide Marketing 1993-95 Consilium, Inc., Mountain View, CA (Acquired by Applied Materials) Situation: A $28M, fourteen-year-old provider of manufacturing execution system (MES) software to the Semiconductor, Aerospace and Defense, Pharmaceutical, and Chemical industries, revenues had been flat and the company reported losses for the three previous years. The Company had been development and sales driven and now required a marketing focus. During my tenure, the stock went from $4.00 to $13.00/share. Responsibilities: Develop and execute a strategic direction for the product, alliances, marketing communications, investor relations, sales support and new market expansion. Reorganize, hire and put into place the marketing operations infrastructure to support business plan. Reposition the Company and products to achieve credibility and penetration in new and existing markets. Conduct segmentation analysis and reengineer products to ensure market fit and investment payback. Results: Formulated strategy and implementation expanding the available market for next-generation product platform for the semiconductor, pharmaceutical, and chemical industries. Developed ROI sales proposition to win top targeted accounts; turned around key partnerships (Big Six and Sematech); launched seminar series and telesales operations compressing the sales cycle by 40%. Implemented a customer-funded development program for core products that both prioritized and funded accelerated product development that made the product more competitive and compelling. Developed international marketing organization and processes for product management, technical marketing, corporate communications and partner alliances for Europe and Asia. DIRECTOR, Meridian LanStar Small Business Unit (SBU) NorTel, Inc., Santa Clara, CA. Responsibilities: Start-up and General Management of SBU including full P&L, R&D, sales, product management, market development, marcom, manufacturing, and customer support through direct/indirect channels. Develop business plan, marketing, alternate distribution, and product technology strategy. Results: Reengineered and repositioned LanStar product offering to expand sales from $0 to $4.5M in nine months, improved market “fit”, competitive advantage. Redesigned core product within 4 months to achieve improved cost to manufacture by 40%. Restructured product to incorporate technology standards compliance with industry standard network operating systems, hardware and network management systems. Negotiated a multi-million dollar OEM agreement and implemented sales programs to become this vendor’s number one reseller in 1988. Developed international reseller distribution and a third-party service relationship. Built organization from 7 to 36 people in 6 months. Developed SBU spin-off strategy and business plan, attracting venture capital investors. DIRECTOR, Marketing PacTel Information Systems, Division of Pacific Telesis, San Leandro, CA. Responsibilities: Development and implementation of the corporate and product marketing strategy in this deregulated start-up company for all data, voice, services, and integrated products across three channels of distribution (retail, telesales, direct sales); product positioning, pricing, packaging, promotion, merchandising, and direct response program management; product evaluation and selection; vendor negotiations and management; sales, product and technician training program development, full P&L. Results: Developed corporate and product marketing strategy, initiated strategic relationships with 20+ targeted vendors for joint product and program development in support of the business plan; achieved or exceeded 22 of 24 MBOs. Developed unique packaging of support services accounting for 85% of services sold. Designed after market distribution program resulting in $2M annual incremental sales with a 2% cost of sales savings. Redirected advertising, increasing sales and leads generated per campaign by as much as 500%. Instituted event marketing programs by sector, increasing sales of targeted products by 100%-200%. Restructured product line of an acquired retailer resulting in reduced cost of goods and increased margins by 4%. Set up product management, sales training and product evaluation departments, hiring 18 people and training over 300 sales and technical support personnel. Early Career Summary PRODUCT MANAGER , Businessland, Inc., San Jose, CA. Life cycle management; product evaluation, positioning, launch, promotion, support, vendor negotiations and management, sales tools; products included peripherals, software, office products and OEM programs. Delivered a major product launch and market support program yielding a 400% increase in sales. Initiated a major account sales program signing up 8 major accounts resulting in over $3M in sales. SALES REPRESENTATIVE, Computer and Network Products , Xerox Store, Concord, CA Sold microcomputer systems, networking, applications, micro-to-mainframe products to medium, large accounts 300% of quota and ranked nationally in the top ten after first 30 days on the job. PRODUCT MANAGER, Activewear , Levi Strauss & Company, San Francisco, CA Start-up product line development and P&L for 2300 SKUs, $8M in annual sales. Production planning for 9 contract plants, market requirements, product specifications, positioning, merchandising, sales tools, costing, pricing, advertising direction, product R&D, market research, vendor negotiations and management. “Best performing P&L” for the division. “High-Potential” participant (1 of 30 globally) in the company’s Advanced Management Development Program. Turned a struggling new product into commercial success. Chemical engineering R&D, market research, lab alliances, placed in the Penny’s catalog. Education University of California, Davis B.S., Marketing and Consumer Textiles, With Honors; Department Citation for Outstanding Senior California State Teaching Credential, Junior College System Boards of Directors The SoftAd Group Advisory Board, Marketing Mill Valley, CA The San Francisco Craft and Folk Art Museum Board of Directors San Francisco, CA The Churchill Club Board of Directors Palo Alto, CA Mary E. C. Benek TECHNOLOGY MARKETING STRATEGIES Optimized market entry & expansion interim executive | marketing consultant since 1985 Recent results include: Strategy development to re-position software company for growth in a larger market; develop and manage product marketing tools, sales and AR/PR/social media programs to drive competitive advantage, thought leadership and increase sales in target market by 60+% in just over a year and Gartner “Cool Vendor” status. Developed go-to-market strategy and plan, managed global rollout for new high-end server; redirected market point-of-entry to derive larger growth opportunity, developed partner plan and initiated discussions with key SI firm for launch. Started-up marketing lead generation program for BI reporting company targeting vertical industries, resulting in hitting targets for inside sales pipeline growth and streamlined direct sales processes. Partial Client List Gartner (five years) InsideScoop (Saas/CRM startup) Custom client projects in Market opportunity Interim Marketing VP BIS Strategic Decisions (Giga, Forrester) Dixon Doll, Venture Capitalist Custom client projects in Market opportunity Business planning; market due diligence Compaq (now HP) MediaTel (Captaris) Communications Market strategy & plan Interim VP Marketing Aspect Communications Facet Telecom (Sevin, Rosen) Five year business plan, product transition Market requirements; opportunity Itec (Sierra Ventures) SoHo Networks (C. Bass) Customer audit; positioning strategy New market entry analysis ImageOnline (VanGuard) Centra Technologies (ATV) Focus Group, market requirements Market requirements, opportunity Voysys (Onset) Performance Tech/Bay Networks (Onset) New market opportunity analysis Market analysis, due diligence Interim exec. marketing management Trimble Market oppty Wireless Asset Tracking Kony Solutions Interim Director Marketing Counterpane Market & competitive analysis Cisco 1999 integrated marketing plan Ascend Communications Services & support group Channel positioning audit 3Com (Wireless LANs) Hewlett-Packard New market segmentation, opportunity Win-Itanium Server launch-enterprise business strategy, channel plan, analysis, Mkt research, forecast model Bus. Intelligence business plan, GTM, WW program Mgmt Channel sales training: LANs, Internet, peripherals NCR Corporation Cost of ownership model for workstations “Cooperation” positioning Unix server market strategy/plan Nynex Corporation LAN internetworking business strategy/plan; make vs. buy Actuate Corp Market Dev’t strategy/plan mgmt: FinSvcs Signal Internet Technologies (now Entigo) Market definition & opportunity; business plan Diablo Research Spinout (Homenet) Market opportunity & business plan Accelrys, Inc. ID market opportunity, reposition company in larger market; NoWiresNeeded (acquired by Intersil) launched PR/AR/SoMe programs for thought leadership; US market launch, website development drove 60% growth in target market.
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