Consultant

Posted on: 2007-02-18

NANNETTE GOTTFRIED 3436 Burbank, Ann Arbor, MI 48105 [email protected] (734) 665-8245 EXPERIENCE Freelance Consultant 2004-Present **Strategic Marketing: established/executed branding, promotion, and strategic alliance programs. **Promotional Programs: planned/implemented direct/e-direct mail, advertising, and telemarketing. ProQuest Information and Learning (XanEdu), Ann Arbor, Michigan 1999-2004 Marketing and Customer Service Manager **Strategic Marketing/Customer Service: established marketing and customer service department from ground up, providing strategic marketing direction, elevating XanEdu as market leader. ----Positioned XanEdu as leader through integrated strategic marketing including strong branding, increasing visibility significantly to faculty, students, associations, and colleges and universities. ----Analyzed, planned, and managed marketing strategy: industry analysis, market research, strategic planning, public relations, communications, promotions, events, distribution, and budgeting. ----Crafted value propositions including key messaging as part of comprehensive, integrated marketing program, building brand and product line as market leader. ----Translated information into insightful analysis, customer-centric product strategy, dynamic marketing programs, and customer-focused sales and customer service processes. ----Defined new product and service requirements, pricing, packaging, positioning, and marketing programs to launch and grow revenue through product life cycle. ----Cultivated strategic relationships with media, partners, associations, education leaders, and customers resulting in new channels, brand recognition, public relations, and affiliate marketing. **Marketing Communications/Promotional Programs: planned, budgeted, and executed successful promotional programs, public relations, direct and e-direct marketing, advertising, branding, product launches, acquisition and loyalty programs, and trade shows/special events. ----Strengthened XanEdu\'s prominence through public relations: opinion editorials, briefings, press releases, articles, interviews, press events, web placements, and conferences/trade shows. ----Wrote/designed, managed agencies, and managed review cycles for press releases, briefings, company information sheets and other press kit inserts, presentations, articles, brochures, product sheets, e-newsletters, (e-)direct mail, web copy and design, letters, interviews, advertising, signage, white papers, and flyers. ----Secured press, speaking, and web opportunities; developed new channels, cultivated and prepared authoritative spokespeople for seminars and interviews, created/delivered presentations; convened/produced forums and webcasts; and conducted focus groups and surveys. ----Solicited speaking engagements, event activities, direct and web marketing, public relations, and communications through affiliate programs. ----Directed corporate/conference/webcast programming through creation, coaching, and delivery. ----Spearheaded trade shows/events including advertising/communications, presentations, hospitality and conference events, and strategy with media, partners, and industry leaders. ----Planned and implemented national seminars, strengthening institutional accounts initiatives. **Online Marketing: managed online communications, creating dynamic acquisition and loyalty programs, increasing lifetime value of customers, and driving traffic to web sites and bookstores. ----Promoted brand and products through web design/navigation, search engine optimization, email campaigns, online sponsorships, e-newsletters, copy, linking, landing pages, tutorials, advertising, and webcasts, many through affiliate programs and blended with traditional strategies. ----Managed web architecture, design, and content for easy navigation, branding, and messaging. ----Analyzed email and web metrics assessing web traffic, conversion rates, and other dimensions. **Sales: aggressively supported sales with revenue growth of 150% and 250%. ----Designed and managed sales care program, generating 300% more revenue. ----Provided industry intelligence, strategy, tools, product announcements, and customer assistance. **Customer Relationship Management (CRM): planned and executed CRM strategy for direct and e-direct marketing (acquisition, retention, and cross-selling), sales, and customer service marketing, customizing strategies and tactics for each segment. ----Evaluated/selected/customized/managed CRM for all departments. ----Managed CRM vendor, developing and enhancing database and process improvements. ----Created and monitored metrics of marketing campaigns to gauge performance and refine tactics. **Market Research: conducted competitive analysis and market research, guiding marketing strategy. **Customer Service: developed dynamic department, transforming problems into opportunities. Valeo Inc., Auburn Hills, Michigan 1998-1998 Senior Marketing Analyst **Responsible for strategic marketing planning to reach aggressive financial goals. **Researched and provided marketing analysis for key product lines and markets. **Consulted internally to determine product strategy, identify new products, and develop pricing. Automated Analysis, Ann Arbor, Michigan 1997-1998 Marketing Manager **Responsible for all aspects of marketing management: market analysis, strategic planning, tactical planning, budgeting, implementation, and communications. **Developed and directed comprehensive focused communications programs including advertising, promotional programs, trade publicity, brochures, product sheets, press releases, and presentations. **Designed and wrote copy for brochures, product sheets, and press releases. **Managed worldwide distribution system including development of strategic partnerships. Carlisle Engineered Products, Livonia, Michigan 1996-1997 Marketing Manager **Developed strategic marketing plans to create new products and enhance traditional products. **Identified and developed new markets, opportunities, and strategic distribution channels. **Managed marketing communications to reposition company as innovative supplier. **Planned and coordinated trade shows, generating 50% more leads than from previous shows. **Conducted market research and market analysis to identify new product line. Thomson Gale, Detroit, Michigan 1993-1996 Market Research Manager **Created organizational infrastructure to develop market research department. **Planned and managed budget, operations, and technology in department. **Directed the design and implementation of market research projects. **Consulted internally with marketing, sales, publishing, and customer service. **Engaged in developing new/enhanced imprints, markets, and print and online products, pricing, promotional programs, and channels. PREVIOUS MARKETING, MARKET RESEARCH, AND CONSULTING EXPERIENCE Developed marketing strategies for new and existing products and services. Provided direction for all aspects of marketing management. Directed the design and implementation of market research projects from conception through completion. Interpreted research data and consulted on market implications with clients. PROFESSIONAL MEMBERSHIP/PARTICIPATION American Marketing Association and IT Zone EDUCATION **Ross School of Business, University of Michigan: MBA (Marketing). **University of Michigan: MSW. **University of Michigan: BA.