Expert Details
Branding, Marketing and Segmentation Strategies
ID: 727341
Utah, USA
Her research driven approach in evaluating business and developing growth opportunities generates results for clients. She has led organizations to achieve increased market share by developing new product and service segments based on extensive competitive and consumer preference research. She has managed brand campaigns from conception and assisted in re-branding efforts. Marketing communications are targeted and positioned within customer segments.
Expert is a 6Sigma Green Belt, achieving certification with a project focused on measuring consumer behavior during the sales process. She has mentored marketing teams for the last 10 years, creating an environment that fosters productivity and growth.
Developed a brand strategy for an energy services corporation focussing on unique positioning within the energy services industry. The locally-owned company need to re-position itself as a leader amongst both larger and national energy service companies. With a full compeitive analysis and an internal SWOT analysis it was determined the strength of this organization is their project management capabilities and documenting the process and decision making along the way for non-engineering contacts within their client base. Expert developed the brand guidelines, positioning, marketing communications, marketing plan and budgetary outline for the client.
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 1991 | Degree: BS | Subject: Journalism | Institution: University of Wisconsin- Madison |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2009 to Present | Employer: Undisclosed | Title: Principal | Department: |
Responsibilities:Expert is the principal and owner of a consulting business providing strategic marketing planning and business plan development services. Industries of expertise include real estate development, software, consumer products, and energy services organizations. |
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| Years | Employer | Title | Department |
| Years: 2008 to 2009 | Employer: Red Ledges Land Development | Title: VP Marketing and Sales | Department: |
Responsibilities:Re-developed the marketing strategy and brand for a 2000-acre private resort community in Heber, Utah. Commissioned economic research, customer profiling and focus groups to develop a segmentation and pricing program to broaden our appeal amongst customer targets. Marketing and sales tactics focused on robust lead generation strategies followed by lifestyle directed collateral and an engaging sales experience. Developed and managed marketing and sales budget of $3M and led a staff of 6. |
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| Years | Employer | Title | Department |
| Years: 2005 to 2008 | Employer: Kennecott Land | Title: Marketing Director | Department: |
Responsibilities:Created, developed and managed the brand development and marketing program for a 4,200-acre master planned community in Salt Lake City, Utah. Strategy work resulted in a 60% increase in 2007 sales over the same period in 2006. Grew market share from 5% in 2006 to over 12% in 2008. Market research driven planning led to results including more than 1000 sales in a 2-year period and increased awareness level from 35% in 2005 to 86% in 2007. Developed and managed annual budgets of $2M and led a staff of 11. Coordinated with 10 different builders in the community to achieve sales targets, including sales staff training and development. |
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| Years | Employer | Title | Department |
| Years: 2003 to 2005 | Employer: Castle Rock Development | Title: Marketing Director | Department: |
Responsibilities:Managed the marketing program for a 4,000 acre master planned community in Castle Rock, Colorado. Successfully created strategies to increase traffic by 40% and sales by 24% in 2004. Developed and managed annual budgets of $1M. Created segmentation strategies for future builder sales and utilized a variety of market research studies to analyze the competition and determine the best marketing strategy for the marketplace. Coordinated with 10 different builders in the community on marketing partnerships, events and sales efficiency. |
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| Years | Employer | Title | Department |
| Years: 1999 to 2003 | Employer: Injenuity Inc | Title: President/Owner | Department: |
Responsibilities:Successfully built a consulting business with clients including Beaver Run Resort, Rocky Mountain Association of Energy Engineers, Intrawest Resort Development Group, High Country Health Care, East West Real Estate and SportsBridge. Met client goals while doubling the annual profits of the business over 4 years. |
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| Years | Employer | Title | Department |
| Years: 1998 to 1999 | Employer: Breckenridge Chamber of Commerce | Title: Director Public Relations | Department: |
Responsibilities:Managed the public relations efforts for the Chamber with goals to increase calls to central reservations and promote events to enhance the guest experience. |
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| Years | Employer | Title | Department |
| Years: 1996 to 1998 | Employer: Hill and Company Advertising Agency | Title: Production Manager | Department: |
Responsibilities:Managed all projects within the agency to ensure accuracy of material and deadlines were met. |
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| Years | Employer | Title | Department |
| Years: 1993 to 1996 | Employer: Breckenridge, Keystone and Arapahoe Basin Ski Resorts | Title: Public Relations Assistant | Department: |
Responsibilities:Worked with the public relations managers and director to accomplish the goals of the department. Drafted news releases, hosted the media, managed the media database and other clerical duties. |
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Career Accomplishments
| Associations / Societies |
|---|
| Urban Land Institute, Salt Lake Home Builders Association, Catholic Business Network |
| Licenses / Certifications |
|---|
| 6Sigma Green Belt |
| Professional Appointments |
|---|
| Board of Directors, Cathloic Business Network Utah |
| Awards / Recognition |
|---|
| Marketing Director of the Year, Utah HBA, 2007 Marketing Director of the Year (finalist) National HBA, 2008 |
Fields of Expertise
branding, business development, creative strategic marketing, market assessment, market development, market opportunity analysis, market positioning, market segmentation, market trend, marketing, marketing brand management, marketing communications, marketing mix, strategic market planning, strategic marketing, strategic internet marketing, cross marketing, consumer marketing, custom market research, market value, economic market development, marketing database, promotion, direct mail, advertising, market potential, marketing software, consumer product marketing, market forecasting, market research