Vice President of Marketing Resume
MARTI J. SMITH
Clay Drive • Westminster, Colorado
MARKETING AND COMMUNICATIONS EXECUTIVE
Promotions/Brand Management / Advertising / Strategic Positioning
Dynamic marketing career spearheading successful marketing and communications plus business development plans internationally. Combines expertise in strategic brand management, market planning, organizational leadership and project management with strong qualifications in the marketing tools: campaign development, public relations, advertising web development and new product launch. Delivers a participative leadership style with excellent skills in cross-functional team building, quality performance and productivity improvement. Expertise in directing agency interface, analyze customer buying patterns and manage internet design. Demonstrated success driving growth in targeted markets through implementation of key projects. Solid leadership skills; able to build and guide top-performing teams. Significant management experience creating internet business opportunities. Adept at communicating with management, customers, and internal departments to coordinate overall communications efforts.
• Public Relations
• Advertising and Promotion
• Marketing Collateral Development
• Product Management
• Web Development & Management
• Lead Generation/CRM
• Direct Marketing Programs
• Strategic Communications Planning
PROFESSIONAL EXPERIENCE
MARKETING CONSULTANT, – Present
PEOPLEWIZE, INC. – Denver, Colorado
Consulting practice I developed when I returned to Denver, and have managed since . Prepare, present and sell strategic ideas, brand management plans for small to large corporations and nonprofit organizations. Define and direct the development of both advertising and circulation-based marketing programs. Maintain communication with management to guarantee that marketing activities aligned with business goals. Oversight and collaboration with marketing associates to guide the creation of marketing materials to ensure congruence with objectives.
Selected Contributions:
o Successfully maintained and increased client base by designing strategic positioning for customer-retention projects.
o Planned and instituted marketing campaigns that successfully positioned and launched new product VoIP entry for Time Warner Telecom.
o Defined and prepared brand strategies from start-up phase to Fortune companies.
VP OF MARKETING, –
SHORETEL, INC. – Sunnyvale, California
Defined strategy for and developed, executed, and managed comprehensive marketing plan encompassing integrated marketing initiatives designed to penetrate and grow targeted markets. Strong team effort to communicate with customers, management, internal departments, and vendors to coordinate overall marketing effort in accordance with corporate goals. Plan and carry out regional market research and analyses. Play integral role in product development activities. Lead and direct forward-thinking marketing team. Defined and evaluated product marketing collateral, programs, and analyses. Tracked, projected, and reported both advertising and circulation-based marketing programs. Prepare and manage significant marketing budget for VoIP PBX product.
Selected Contributions:
o Drove up target-market product sales by % through designing and launching new marketing strategy.
o Increased product revenue by % within months by spearheading creation and implementation of highly effective marketing campaign.
o Exceeded business goal of driving up market share for the company, propelling company to be acknowledged by industry analysts and trade media.
VP/DIRECTOR, COMMUNICATIONS & PUBLIC AFFAIRS, –
EASTMAN KODAK COMPANY, INC. – Rochester, New York
Directed and evaluated the worldwide employee communications role within a team environment to carry out a full range of communications functions. Consult extensively with CEO and CFO for the representation of the senior staff goals through internal web, voice mail and direct mail programs. Assisted HR in the development of critical employee benefits information, and served on the HR crisis management team. Directed and executed corporate strategic communication plans through Intranet, employee newspaper, targeted E-mail messaging and direct mail.
Selected Contributions:
o Demonstrated immediate talents upon hire and excelled quickly to become recognized by management as key member of senior communications team.
o Developed new cross-functional business unit communication team that streamlined corporate communication information.
o Wrote and assisted in the execution of plans that diverted employee lawsuits.
VP COMMUNICATIONS & CHIEF OF STAFF,
VP, BRAND MANAGEMENT & MARKETING COMMUNICATIONS
U S WEST COMMUNICATIONS, INC. – Denver, Colorado
Managed the day-to-day operations of the entire corporate public relations activities, which included; media relations, internal communications, community relations, IR, union communications, the foundation and the creative services department. Defined and directed product marketing communications, collateral, programs, and web interface to the customer. Assisted in Web site promotions and in communicating marketing programs. Developed creative print and online marketing collateral. Executed multiple television and radio advertising campaigns. Managed multiple advertising and PR agencies.
Selected Contributions:
o Developed and executed “Life’s Better Here” brand strategy that significantly increased corporate revenues and elevated share value of the company.
o Introduced new brand campaign that markedly altered in-market perception of the former Bell company to position the merger with QWEST Communications.
o Created in-house agency that provided assets to the company by acquiring outside clients for web design services, which self-funded the entire communications department.
ADDITIONAL EXPERIENCE
EXECUTIVE VP, CHIEF OPERATING OFFICER
INTERNATIONAL ARABIAN HORSE ASSOCIATION, Aurora, Colorado
o Revamped a , member trade association by improving the business strategy, dramatically increasing revenue, investing cash reserves and an outright purchase of a new facility.
o Rebuilt external relationships with vendors, government officials and members, with expanded positive industry image and success.
VP, GENERAL MANAGER OF CERAMICON (Coors subsidiary)
BRAND DIRECTOR, COORS LIGHT
BRAND MANAGER, COORS
ADOLPH COORS COMPANY, Golden, Colorado
o Created a successful start-up ceramics manufacturing subsidiary toward the consumer market garnering $ million in sales within the first two years, which required the building of a new manufacturing operation.
o Led Coors Light brand marketing with “Silver Bullet” strategies propelling the brand from the # light beer to #, managing $ million advertising and promotional budget.
DIRECTOR OF ADVERTISING & PUBLIC RELATIONS
ELECTRO-VOICE, INC., Buchanan, Michigan
o Created vertical marketing strategies for various business applications of speakers and microphones in aviation, broadcasting, professional and general music industry and large commercial installations.
o Developed and managed an in-house advertising and public relations agency, which reduced marketing costs by %.
ACCOUNT SUPERVISOR, NEW PRODUCT DEVELOPMENT
TATHAM EURO RSCG ADVERTISING, Chicago, Illinois
o Developed original strategies for the development of Coors Extra Gold and seasonal beers.
o Created business strategies for new products for Ralston Purina and Procter & Gamble.
MARKETING MANAGER
LOWES, INC., South Bend, Indiana
o Took Kitty Litter Brand and Tidy Cat cat box filler products to # and # in the industry.
o With ½ the market investment of national competitors in the pet food aisle, developed strategies that dominated the category.
ASSISTANT BRAND MANAGER, MILLER LITE
ASSISTANT BRAND MANAGER, MILLER HIGH LIFE
MILLER BREWING COMPANY, Milwaukee, Wisconsin
o Managed the day-to-day activities of the Miller Lite advertising and promotions programs.
o Created the highly successful “Welcome to Miller Time” promotion and strategies.
DIRECTOR OF MARKETING
MARKETING MANAGER
TYSON FOODS, INC., Springdale, Arkansas
o Created a new brand image, including a new logo for the corporation that positioned the company for the role they play today as an industry leader in the meat industry.
o Developed a new line of frozen entrees, which took the company from seasonal profitability to stable revenues.
PROFESSIONAL RECOGNITION
—Woman of the Year,
Council of Working Women
—Gold Quill Award, Best in Class,
IABC, employee intranet design
—Women of Achievement Award,
YWCA of Denver
—President’s Award IAHA
—Woman of the Year,
Women in Communications
—Silver Anvil Award,
Crisis Communication, PRCA
—Gold Pick Award,
PRSA, Labor Negotiations Research
—Silver Peak Award,
AMA, Market Research
—PR News Platinum Award,
Union Contract Negotiations
—Kilimanjaro Expedition,
Summit July
EDUCATION & CREDENTIALS
Ph.D., (completed all but dissertation), Capella University, Minneapolis, MN
MA (Honors, . GPA), psychology, Regis University, Denver, CO
BS, English and Communications, Western Michigan University, Kalamazoo, MI
PROFESSIONAL AFFILIATION
Blue Sky Bridge, board member, Boulder, Colorado
Jeffco Action Center, volunteer, Lakewood, Colorado
Colorado Office of Resource and Referral Agencies (past board member), Denver, Colorado
Coors Ceramicon Designs, LTD (past board member), Golden, Colorado
Partners Mentoring Association (past board member), Lakewood, Colorado
References available upon request.
