Strategic Marketing Manager

Posted on: 2007-01-15

KARI V. YEH 7113 Stoddard Lane Plano, Texas 75025 Home: (972) 517-4284 [email protected] PROFESSIONAL EXPERIENCE SAMSUNG TELECOMMUNICATIONS AMERICA, Richardson, TX June 2004 - Present Strategic Marketing Manager Manage a $1 million marketing research budget, 16 different vendors, and provide strategic insights to more than 150 people in the Wireless Terminals Division. Responsible for quantitative and qualitative market research on consumers, products,pricing, promotions, competitors, and general market trends. Experienced focus group moderator. Deliver insights on key consumer segments derived from market segmentation and primary research. Determine market share potential by analyzing consumers' purchase behavior and response to various pricing and promotion simulations. Provide strategic direction for pre-launch products and participate in strategic planning and positioning. Produce internal metrics to evaluate marketing performance and the effectiveness of promotional events. Work with external analysts to track promotional share, competitor activity, market share, product pricing and industry trends. Present new product ideas and marketing initiatives to expand the company's presence in the market. Conduct advertising effectiveness studies, brand architecture research, and usability tests. Coordinate branded entertainment events to promote Samsung's unique content and products. Ensure advertising and positioning documents are consistent with the company guidelines and segmentation strategy by serving on the Wireless Terminals Brand Committee. Manage the division's first Competitive Intelligence System, developed and implemented in five months. Represent Samsung on the Consumer Electronics Association Wireless Communications Division Board and lead the WCD Research Committee. Channel Marketing Intern May 2003 - Aug. 2003 Managed channel marketing activities for the Verizon Wireless account and helped generate sales in excess of $200M. Analyzed the ROI for the first multi-million dollar Samsung/Verizon Wireless national "drive period". Executed the conversion of new brand packaging and collateral for three national Samsung products. Worked with vendors to develop launch kits, product manuals, and training materials for the sales team. Analyzed product competitiveness within the channel and presented to Samsung senior management. Submitted weekly reports to update the marketing department on the status of current products, competitors' activities, the progress of pre-launch products, and general channel marketing issues. Presented operations reports once a month to senior executives documenting current sales results, market shares, promotional activities, number of shipments, sales results, and revenue. JCPENNEY, Plano, TX Aug. 2000 - Aug. 2002 Catalog Advertising Copywriter Functioned as part of a strategic direct advertising team responsible for marketing communications, brand identity, and product positioning. Developed compelling advertising messages for 20 different catalogs and for the Internet. Communicated the value proposition to customers. Ensured all printed and electronic material conveyed a similar theme via style and content. Used creative thinking and problem solving skills. Analyzed sales results of catalog communications to determine promotional effectiveness and where the product was in its life cycle. Used Quark and Lago production system. PROMOTIONAL PARTNERS WORLDWIDE, Dallas, TX Aug. 1999 - Aug. 2000 Information Systems Support/Office Coordinator Gained extensive knowledge of NT Workstation, server infrastructure, network architecture and ethernet topologies in a TCP/IP environment and received Microsoft Certified System Engineer certification. Maintained network security, configured new system users, set up accounts, and conducted back ups. Served as a liaison between users and Service 911 (technical support) and reviewed network audit and contracts. Supervised the receptionist, administered new employee orientation, planned employee functions, coordinated renovation/expansion when necessary, served as primary point of contact with building management,handled all telecommunications equipment and providers, and coordinated upgrade of telecommunications equipment. Creative Traffic Scheduler Tracked creative projects, submitted weekly reports, held weekly meetings with the creative department, attended cartoon presentations, and met regularly with upper management to discuss the status of current projects. CARRINGTON COLEMAN SLOMAN & BLUMENTHAL L.L.P., Dallas, TX Nov. 1998 - Aug. 1999 Case Clerk/Court Runner Pulled docket sheets, posted foreclosures, revised court directory, delivered pleadings to state, county, and federal courts, set court dates, retrieved records on deeds and liens, assisted with document production, performed criminal record search, and arranged audiovisual equipment and visual ads. EDUCATION SOUTHERN METHODIST UNIVERSITY, Dallas, TX COX SCHOOL OF BUSINESS Master of Business Administration May 2004 Concentration: Marketing Cox Distinguished Business Leader UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA Bachelor of Arts Degree in English May 1998 PROFESSIONAL TRAINING AMA Segmentation Course AMA Marketing Research Workshop AMA Negotiating to Win RIVA Fundamentals of Moderating ANA Creative Strategy & Positioning Motivating People to Excel Supervisory Skills for the First Time Supervisor Integrity Driven Leadership