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Date Created: 12/22/15
KAREN KISTENMACHER Charlotte, NC 28226 ▪ (704) 562-8463 ▪ firstname.lastname@example.org DIRECTOR OF MARKETING & COMMUNICATIONS Demand Generation | Sales Growth | Client Retention | Strategic & Tactical Plans | Online Marketing | PR Brand Management | Sales Tools | Competitive Analysis | Marketing Research | Advertising & Promotion Broad experience in developing integrated B-to-B and B-to-C marketing and communication programs for market leaders in business services, financial services and telecommunications to increase brand awareness, lead generation and customer loyalty. Strong track record in improving sales effectiveness and leading change to drive sales and improve profits. Early experience in direct sales. Can contribute quickly by: Developing short and long-range integrated marketing plans Increasing brand awareness through effective marketing and promotion Managing new product and market introduction from concept through successful launch Building close relationships with internal stakeholders, vendors and customers First-rate analytical and problem-solving skills. A confident leader who considers core competencies, sets goals and challenges team members to excel. Received a Bachelor of Business Administration degree (cum laude) from Texas Tech University. Additional technical/professional development including basic Six Sigma training. SELECTED ACCOMPLISHMENTS Re-branding kicks off 300% growth. Global Compliance lacked brand identity and marketing focus. Rolled-out new company look and positioning and launched an integrated marketing effort into key industries with re-focused communications. Assumed clear market leadership, eventually tripling company revenues. Doubled RFP wins at Global Compliance. RFP response efforts were decentralized and weak. Initiated an effort to partner Marketing with field sales on key proposals. Quality and consistency of RFPs improved sharply and valuable sales time was re-focused on selling. Within 18 months, RFP win rates increased from 25% to nearly 50%. Developed highly successful Client Advisory Council (CAC). Global Compliance had many Fortune 1000 and international clients. Created first CAC with attendees from 40 multinationals to understand business challenges, lead thought and guide product development. New forum created goodwill and many new business opportunities. Targeted small business for BofA. Bank of America’s size was a hindrance with small business. Re-positioned to better compete with local banks by emphasizing “heart.” Launched print and radio ad campaign in 13 major metro areas, building perception that BofA was a small business champion and boosting deposits and loan applications. Increased brand awareness to 70% at WilTel. Mid-sized operator faced strong competition from AT&T. Positioned as “the data specialist,” created an advertising campaign featuring cartoons by well-known artist Fred Hilliard. Brand awareness grew steadily from 20% to 70% and WilTel was acquired at an attractive multiple. Integrated marketing of Global Compliance acquisitions. Company embraced acquisition as a growth strategy, presenting complex marketing challenges. Analysis, recommended discontinuance of one acquisition brand and retention of a second due to brand equity. Executed lengthy integrations to ensure preservation of all sales leads. CAREER HISTORY Director of Marketing, Global Compliance Services (now NAVEX Global), 2004-2012. A market leader in SaaS- based governance, risk management and compliance services. Led global marketing efforts in support of direct and indirect sales channels; website, online advertising, e-marketing, webinars, exhibitions, PR and sales support. VP, Communications Manager, Global Treasury Services, Bank of America, 2004. Developed communications strategy and tactical plan to stimulate growth including advertising, website, product promotions, marketing plan and collateral. Also, VP, Communications Manager, Small Business, Commercial, 2003-2004, managing a $12M budget and directing positioning and integrated marketing strategies. Director of Marketing Services, MCI WorldCom (and predecessors WorldCom and WilTel) 1995-2002. Series of responsible marketing management positions including Director of Marketing Communications and Marketing Communications Manager. Guided integrated marketing strategies and managed budgets up to $10M. Earlier: Employed as Product Manager with LDX Net and Marketing Manager with ClayDesta Communications. Started career in direct sales as a Communications Consultant and Account Executive with Southwestern Bell. KAREN KISTENMACHER Page 2 Charlotte, NC 28226 ▪ (704) 562-8463 ▪ email@example.com P ROFESSIONAL R ESPONSIBILITIES KAREN KISTENMACHER CONSULTING - (Marketing and Brand Consulting Services) - Present Marketing Consultant, Charlotte, NC - Consulting for two privately held companies on brand development and new product launch GLOBAL COMPLIANCE SERVICES, INC. - (Global Consulting and SaaS-based Solutions) - 2004 – 2012 Director, Marketing, Charlotte, NC (2004 - 2012) - Directed global marketing efforts in support of direct and indirect sales channels: website marketing, online advertising and SEO, e-mail marketing, webinars, conferences/exhibitions, speaking engagements, public relations, social media, client council, collateral, client communications and executive communications - Evaluated market and competitive landscape and positioned corporation to capitalize on opportunity - Generated leads and analyzed ROI of marketing efforts on sales pipeline and revenue stream; supported sales teams through development of proposals, presentations and sales tools - Measured client satisfaction and provided guidance relative to client lifecycle - Managed budget, marketing team members, external agencies and vendors BANK OF AMERICA - (International Financial Services) - 2003 – 2004 Vice President, Communications Manager - Global Treasury Services, Charlotte, NC (2004) - Developed communications strategy and tactical plan to generate pipeline and stimulate revenue - Guided creative and content development for client-facing communications vehicles: website, advertising, product promotions, collateral and media relations - Managed external advertising and public relations agencies Vice President, Communications Manager - Small Business, Commercial, Charlotte, NC (2003 - 2004) - Developed positioning and marketing strategy for Small Business and Commercial business lines; managed marketing research to gauge brand awareness and perception - Designed integrated communications plans to contribute to business goals and ensure maximum return on investment: website, advertising, collateral, point-of-sale displays and event fulfillment materials - Directed departmental personnel and managed external agencies; managed budget of $12M MCI WORLDCOM - (International Telecommunications Services) - 1999 – 2002 Director, Marketing Services, Tulsa, OK (1999 - 2002) - Managed corporate sports, cultural and venue sponsorships and leveraged sponsorships to strengthen client and prospect relationships for business and wholesale sales channels - Planned and executed conferences/exhibitions and customer events - Designed and executed recognition programs for sales, service and operations organizations - Managed budget of $10M; directed internal events personnel and internal and external creative resources; directed exhibit, travel and destination management vendors WORLDCOM - (National Telecommunications Services) - 1995 – 1999 Director, Marketing Communications, Tulsa, OK (1997- 1999) - Developed positioning and planned and executed marketing communications efforts in support of consumer, business and wholesale sales channels - Oversaw creation and implementation of marketing vehicles: print and television advertising, direct marketing, collateral, sales tools; planned and implemented exhibitions and customer events - Managed budget to $6.5M; directed internal staff and external agencies and production companies; served as interface to corporate spokespersons’ agents Marketing Communications Manager, Tulsa, OK (1995 - 1997) - Guided planning, development and implementation of marketing tactics to support business-to-business and wholesale sales channels: advertising, direct marketing, collateral, sales tools, conferences/ exhibitions - Built and managed internal creative services and events team; managed external advertising, production and exhibit vendors
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