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Michelle
US-New Jersey-Northern
Executive Director of Marketing
To secure a marketing executive position in a dynamic work environment
Michelle Ann Patterson, MBA
111 Mulberry St, #4N
Newark, NJ 07102
(862) 902-7723 (H)
(917) 539-4395 (C)
mpatte6740@aol.com
Business Acumen | Hands-on Marketing and Brand Management | Strategy | Product Launch
PROFESSIONAL PROFILE
·Dynamic, savvy, results-producing Senior Marketing Executive with 18 years of offering successful leadership in planning and leading integrated marketing strategies in support of business goals and objectives.
·Focus, adaptable, proven leader who, with limited resources, transformed stagnant marketing functions into fully functioning Marketing Department that delivers results by engaging consumers.
·Proficient manager who has directed and managed up to 15 professionals and support staff simultaneously, as well as operating budgets of up to $5.6 million.
AREAS OF EXPERTISE
Strategic Market Planning | Marketing Communications | Public Relations | Sales Support | Marketing Strategy | Product Development | Marketing Collateral Development | Web Development & Management | Budget Preparation/Administration | Successful Product Launches | Executive-level development/Management | Team Leadership & Building |
Staff Development & Motivation | P&L Management | Event Planning | Market Research Analysis
PROFESSIONAL EXPERIENCE
Executive Director of Marketing, KAPLAN PUBLISHING
New York, NY
2007-2009
Spearheaded marketing, publicity and design for a division of one of the largest diversified educational companies. Created and executed high impact campaigns combining print, electronic, and web 2.0 media to promote products and authors in focused verticals. Managed and contributed to the professional development of five direct reports.
Created and developed processes in a start up marketing department; liaised and built relationships with a range of stakeholders, e.g. customers and colleagues.
Applied Nielsen data to track ROI of marketing campaigns in DMA markets.
Developed marketing strategies to raise consumer sell-through of key branded products by 20%.
Launched new product line into the marketplace to replace an existing product increasing annual sales by 12%.
Identified marketing initiatives through customer research; resulted in an increase of sales of 6% for FY 2008.
Met with national accounts, end-users, and the sales force to define new product development and created sales collateral to support sales efforts.
Managed the marketing budget strategically to maximize results; resulted in a savings of 12% for FY 2007.
Director of Marketing, GLOBE PEQUOT PRESS
Guilford, CT
2005 – 2007
Brought into company to create and develop marketing strategy plans and execute integrated marketing initiatives designed to penetrate and grow sales. Played integral role from product acquisition to marketing execution. Lead and managed direct forward-thinking marketing team of fifteen which included Publicity, Marketing, Website and Creative Services.
Notable Accomplishments:
Drove up target-market product sales by 27% through designing and launching a new marketing program.
Increased new-product revenue from zero to $50,000 within one month by spearheading creation and implementation of highly effective marketing B2B campaign.
Developed and executed brand strategies for multiple imprints in B2B and B2C utilizing integrated online and offline campaigns.
Implemented strong PR program to create and maintain high profile and leadership position. Managed outside PR firm.
Successfully developed and executed creative positioning, sales and collateral materials, ad campaigns and media plans for new catalog season; achieving a 30% increase of sales within 6 months.
Worked with sales and editorial to increase press/analyst coverage, advertising, and industry recognition. Modernized collateral and produced brochures with clear descriptions of product advantages.
Marketing Manager, JOHN WILEY & SONS, INC
Hoboken, NJ
2000 – 2005
Developed and executed successful B2B and B2C marketing strategies (tradeshows, direct mail, online marketing, advertising, publicity, subsidiary rights, event planning, and brochures) which led to an increase in sales.
Notable Accomplishments:
Exceeded business goal of 10% market share for real estate category, propelling overall market share beyond 35% in FY 2005.
Managed strategic alliance partnerships with Black Enterprise Magazine, CNBC, Forbes Magazine, AdWeek Magazine, BrandWeek Magazine, and National Association of Realtors. These alliances contributed to 64% of the total revenue for the product line.
Led internal teams on web content and promotional messages, research demographic targets and managed project timelines.
Managed creation of all new product collaterals including those for direct and indirect channels.
Associate Publisher, RANDOM HOUSE, INC
New York, NY
2000
Developed and managed a wide range of marketing tools, including promotional materials, direct-mail pieces, and Web site content. Defined and evaluated product marketing collateral, programs, and analyses. Maintained communication with management to ensure marketing activities aligned with business goals. Provided leadership and direction to marketing associates to guide the creation of marketing materials and ensure congruence with objectives.
Notable Accomplishments:
Organized nation-wide survey with an outside market research company on product enhancements, target marketing, and consumer brand awareness. Used results of the research to develop targeted press releases.
Managed outside PR and ad agencies in design, copywriting, production, and distribution of all print collaterals, such as press kits, direct mailers, brochures, and point-of-purchase displays.
Product Marketing Manager, HUNGRY MINDS, INC
New York, NY
1999-2000
Marketing Manager, (Formerly IDG BOOKS) – New York, NY
Managed, authored and coordinated key selling materials for key brand and products including website activities, catalog copy development, sell sheets, promotion programs, incentive plans, sales comparison spreadsheets and market analysis.
Sales Representative, Pearson Education
Upper Saddle River, NJ
1994-1999
Established sales and marketing plans for all books and technology products sold within School Districts. Analyzed market and size for effective penetration.
Business Manager -The Torch, ROOSEVELT UNIVERSITY
Chicago, IL
1993-1994
Managed the circulation zone of a 7,500 weekly distribution and university publication in Chicago. Concurrent with MBA studies.
EDUCATION
Masters of Business Administration--Marketing, Roosevelt University, Chicago, IL
Bachelor of Arts--Business Administration and Fashion Merchandising, American Intercontinental University (Formerly the American College for the Applied Arts), Los Angeles, CA
ACADEMIC AFFILIATION
Adjunct Instructor, New York University, School for Continuing Professional Studies
PROFESSIONAL AFFILIATION
National Black MBA Association, New York Chapter--Elected Board Member
American Marketing Association--Member
Women in Communication--Member
COMPUTER SKILLS
MS Word
PowerPoint
Excel
Outlook
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