M Beal
Marketing at Life and Health Solutions
San Diego, CA
Work Experience
Marketing
2009 to Present
Reporting to Vice President of Business Development, provide marketing and strategic business development support for mobile technology application and healthcare products.
• Executed a new product launch plan with sales force, generating over 1 million users and $8 million within 6 months
• Implemented marketing and customer outreach program to users and vendors with revenue goal of $35 million
• Lead all direct mail, email, and social media campaign strategy including list/lead management, results tracking and reporting (e.g. ROI, A/B testing, lead conversion, CTR, CPA, and segmentation efforts)
• Execute SEM and SEO strategies for assigned products and website pages, while reporting on relevant metrics
• Manage brand development, product planning and launch phases of new products including marketing strategy, partnership agreements, sales planning, communications collateral, and trade events
• Create and drive effective public relations and media strategy to support product launches and branding efforts including calendar, budgets, P&L, lead tracking and success measurement and reporting
• P&L analysis, budgeting, and reporting of product programs and market development projects (white space analyses and customer/product surveys)
• Supervise team of 2 supporting sales force and resellers as the contact for all sales and marketing product/program launches
Marketing
2006 to 2009
Reporting to Senior Director of Sales and Marketing, prepared and executed marketing, sales communication, and full-scale brand launch plans for online and offline digital technology products while reporting on industry and customer trends.
• Succeeded in meeting target sales revenue of $95 million for a key sales promotion consisting of 9 branded events while developing and executing sales/channel marketing programs and overseeing forecasting and scorecard updates
• Increased sell-through rates by 8% (appx. $20 million) by implementing a two-tier up and cross-sell of online products based on a new and innovative digital product feature that is now an industry standard
• Increased ROI by 5% - managed and distributed weekly tracking reports in conducting sales and ROI analyses for website marketing tactics and providing recommendations to senior management for growth opportunities
• Created and implemented email campaigns while managing P&Ls and lead/prospect lists, tracking performance and completing post-mortem analyses for decisions on marketing strategy and tactics in diversified and segmented markets
• Developed and executed strategic brand initiatives for New-to-Format retail-driven products and platforms with all internal and external partners while implementing all marketing and promotional campaigns
• Managed relationships with strategic vendors and partners while preparing all online and offline sales and marketing tactics including trade deals, account exclusives, premium items, and member incentives
• Supported and served as liaison and voice of North American field sales force and sales services teams ensuring proper alignment with Sales, Marketing, and Operations, communicating strategic objectives, assigning unit and revenue account goals, tracking customer feedback and field sales estimates, planning customer special events and programs, social media strategy, retail fixtures, and reported on market development for all North American accounts
• Supervised team of 4 ensuring website maintenance and development of business opportunities and proposals
Product Management
2004 to 2006
Reporting to Director of New Product Development, researched and developed strategies to launch and promote health and nutrition lifestyle brands and products into the global marketplace across multiple distribution channels.
• Supported successful launches of three new brand extensions that added $30 million in revenue and implementation of a product reformulation that added $20 million in revenue to the business unit
• Performed market and strategy analyses in support of field sales objectives in addition to web analytics on the release of "healthy lifestyle" products and existing brand extensions resulting in a 5% market share increase
• Led cross-functional teams and collaborated with field sales, buyers, vendors, creative, operations, and finance internationally on new product launches, strategic brand initiatives, product value positioning and online strategy
• Conducted consumer research, developed marketing plans and provided online strategic direction for new and existing international product proposals and launches on several brand portfolios
Senior Analyst
2000 to 2002
Reporting to Director and Vice President of Marketing, assisted in developing sales and marketing campaigns and strategic business plans for domestic and international product releases.
• Managed internal and external partners, including field sales staff while executing website sales and promotional strategies and events for manufactured digital and video products
• Increased ROI by 7% in designing and implementing a marketing cost process that enhanced the quantification of marketing ROI while recommending improved promotion and advertising spend and managing product P&Ls
• Developed and implemented online and offline publicity and special events in connection with home video and television series products, such as sweepstakes, giveaways, premiers, and charity events to increase product sales.
• Performed market research and analysis, creating the release of added-value components to television and home video products online and offline, which extended the life-cycle for these products on-air and in syndication
Senior Associate
1996 to 2000
Reporting to Senior Management, led marketing, financial, and operations strategy engagements, new client service sales, pursued international scope projects, and trained new staff.
• Increased firm revenue by approximately $2 million with the acquisition of new clients by performing the analysis and structure of business agreements for these clients, many of which were in the manufacturing and hospitality sectors
• Led teams in identifying marketing strategy weaknesses and proposing corrective actions to management for the firms Asian and Latin American clients through the acquisition and analysis of market research and consumer trends data
• Fostered a leading hi-tech manufacturing company through its initial public offering (IPO) and acquisitions in establishing a strategy for its emergence into foreign markets after conducting a comprehensive industry assessment
• Led teams of 2 - 5 in conducting risk management audits resulting in proposed recommendations and corrective actions for senior management approval
• Enhanced firms operating efficiency by leading and mentoring new staff during a period of high growth and attrition
Education
Master of Business Administration
Education Review of Business Communication
Bachelor of Arts in Business Economics and Spanish
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