I custom tailor unique marketing strategies to your purposefully driven business. To compliment those strategies, I explore new & innovative sales channels to broaden your market share.
While running Sales & Marketing for two startups, I was responsible for not only calling on buyers in different categories, but then setting up accounts in Amazon Vendor Central, Target POL, Barnes & Noble Supplier and Walmart Supplier Central. I then was able to handle POS analysis from these systems, including Amazon Retail Analytics and Walmart Retail Link. I know how to create the best descriptions, keywords and media to convert customers to purchasers - as well as how to sell in products to the buyer to get you in the game in the first place. I was able to prove that selling tech products on Amazon was more profitable with AMS spending than hosting our own website for DTC, despite the margin difference. Channel strategy? Not a problem. I've set up between mass and specialty, consumer and educational channels and can help you differentiate between accounts to avoid price spiders taking your average retail price down. If you don't know how to contact buyers at retail, let me be the one to help you. If you're concerned about complexity of account setup, it's a snap for me. Let me be your sales arm and we can work to compare what retailer accounts are best for your product.
I hate sofa beds - they are a horrible compromise of a bed and a sofa, and do neither well. If your brand or product positioning isn't laser focused, you too run the risk of having a sofa bed that's not good enough at anything in particular to appeal to people. In my work I have found that Product Positioning and Brand Marketing affects the entire product cycle - product development and features, costing, packaging, naming, sell-in, advertising - when a brand and/or product has a tight, focused positioning for its target audience, everything falls into place. When it's not there, teams struggle to focus on which features to prioritize in banner ads, packaging or videos. Let me help you to create better, tighter positioning that can help your brands and products do better - even for existing products, I know that I can help with your marketing to make it tighter and better - before resorting to the brute force of AB testing.
One of the challenges companies have is focusing on product features - I've found that making the switch to talking about consumer needs is far more effective way to convert consideration into purchase. I've done this at tech companies, where we were able to have a much bigger tent than just tech junkies, but parents who cared about the development of their child, to understanding child psychology and emotional needs translating into product development. Let me help you to translate your product benefits into clear, concise consumer benefits that will give a broader audience better insights into how your product can work for them, i.e. the "So What?" rule.
I was the primary driver of corporate branding, seeking to break out of the often mundane nature of life insurance marketing and branding. GEICO, Farmers, Progressive have all stepped up the branding and creativity game on the property & casualty side. No one had yet been brave -- or creative -- enough to do the same for life insurance. I created a "hero, villain, guide" theme for the company with the buyer positioned as the hero, death itself as the villain and the life insurer as the guide. This was utilized in digital marketing on Facebook, email marketing and on the corporate website.
Provide strategies to maximize scale and profitability. Leverage a people-first approach to navigate through challenging and complex business situations, exceeding expectations by providing the tools and resources to maximize potential and drive operational excellence. Accomplishments: • Accelerated revenue expansion 500%, contributing 75% and 90% of total company growth. • Delivered and closed critical business deals for short and long-term revenue; cultivated strategic partnerships within the industry to build and grow key client accounts. • Revitalized processes, procedures and policies including sales and marketing process; requirements analysis process; program development process, and project delivery process. • Leveraged expert relationship building and communication to foster trust at all levels; mobilized local team strengths and collaboration while working on cross-functional teams internationally.