Head of Retail Channel Marketing, North America @ Qardio, Inc.
Channel Marketing Manager @ Pebble Tech
University of La Verne
Over twelve years of extensive product and channel knowledge and expertise in the commercial and consumer arena. Proven success and ability to effectively develop and launch new technologies into the market. Strong marketing, business development and channel marketing skills combined with the ability to effectively achieve company goals and objectives. Ability to work in a fast pace,
Over twelve years of extensive product and channel knowledge and expertise in the commercial and consumer arena. Proven success and ability to effectively develop and launch new technologies into the market. Strong marketing, business development and channel marketing skills combined with the ability to effectively achieve company goals and objectives. Ability to work in a fast pace, dynamic environment and fluent in Spanish.
Product Marketing Manager @ From January 2012 to November 2014 (2 years 11 months) Channel Marketing Manager @ From May 2010 to January 2012 (1 year 9 months) Manager, Offer Marketing @ Business Planning:
I was responsible for developing and managing a rolling six-month forecast for production, revenue and profitability. Produce a weekly report for the Executive team on where the company stands in comparison to the company goals and targets. I was also responsible for making recommendations to ensure Westinghouse goals and targets were met.
Work directly with major Retailers (Target, Walmart, Costco, Sam’s Club and Best Buy) to ensure their needs were met as well and company objectives. Helped to manage not only Westinghouse on hand inventory, but the Retailer’s inventory as well. The main goal was to get the most efficient inventory turnover in order to take advantage of the newest pricing available. In 2009, I assisted in moving our partners to a FOB Asia purchase point. Not only did this improve the import process, but it allowed WDE to lessen their liability and improve the top line profitability as well.
Worked directly with Product Managers and Major Retailers to ensure the proper feature set was developed for the appropriate market and still maintained profitability for Westinghouse. This included knowing the competitive landscape and ensuring our product was not only competitive in features but able to meet the necessary price point and gross margin targets for both the retailer and Westinghouse. Product portfolio included 4 digital photo frames, 6 LCD computer monitors and 12 LCD HDTV’s launched per retail cycle.
Developed the first Digital Photo Frame co-branded with a designer (Anne Geddes). This was the first co-branding effort for Westinghouse. This was an effort to not only differentiate a product in a saturated market, but to gain some margin as well for both the retailer as well as Westinghouse. From May 2007 to October 2009 (2 years 6 months) Manager, Product Marketing @ Messaging:
Responsible for developing feature set and messaging for large screen HDTVs. This included both DLP® rear projection as well as LCD displays ranging from 32" - 72" targeting the Home Theater market. Mitsubishi launched one new line per retail year which consisted of approximately 15 new HDTV’s per year. Messaging included POP (point of purchase) merchandise, training material, as well as trade show bullet points.
Develop tools and training for not only Mitsubishi Sales team, but for all National Retail and Regional Sales associates. Each year I was involved in conducting a 21 city road show tour to train approximately 3,000 Sales Floor associates with the feature set, product line up and messaging for Mitsubishi.
Developing and launching the first 73” DLP® 1080p display. This required major education to consumers on the benefits of 1080p via POP (Point of Purchase) material, training and advertising. I also conducted a major press tour as well and seeded units to major
Press Editors. From February 2005 to May 2007 (2 years 4 months) Manager, Product Marketing @ Product Development:
Responsible for developing the product roadmap for all the U.S. Worked directly with the South Korea facilities to ensure schedules were being met, feature sets were up to par and that market needs were being met in a profitable manner. Responsible for launching approximately 101 products per year. These products were for the Distribution Market (Ingram, Tech Data, Insight, CDW, etc), Retailers (Best Buy, CompUSA, Sam’s Club, ect.) and Pro AV markets (Stampede, Electrograph, ect). Responsible for Product launch, Channel Life and End of Life for each model.
Responsible for managing approximately $2 million dollars per quarter for channel Spiffs, MIR (mail-in-rebates) and channel VIR’s (Volume Incentive Rebates) as well as quarterly marketing programs (Email blast, Floor Days, etc.). The goal was to get the most visibility for the least amount of money. These programs were used to push the product through the Distributors and also pull the product through the Reseller channel as well.
PR / Advertising:
Responsible for conducting a quarterly Press Tour to educate the Media on new products, technologies and market trends. Conducted approximately 100 interviews per calendar year on new product releases, technologies and market trends. Responsible for developing and executing on new creative for all advertising campaigns in relations to my product categories.
When I joined Samsung Electronics, they were 5th in the their market. I had left the #1 market leader for displays (ViewSonic). Within three years, not only was I able to make Samsung the #1 leader in displays, but I was also able to win the ARC (Annual Report Card) Award by CMP. View Sonic had won this award seven years straight previously. I played a large component in bringing a #5 company to #1 by knowing my competition, developing strong programs for the Channel and putting together strong advertising campaigns. From January 2002 to February 2005 (3 years 2 months) Product Manager @ Product Marketing Manager:
I was responsible for developing, managing and communicating product roadmaps, product transitions and end-of-life for my product categories which included accessories and ViewSonic’s retail displays. This included not only maintaining existing product lines and channels, developing new ones as well. Responsible for developing product positioning, packaging and pricing strategies. Develop and maintain a business plan including monthly pricing, promotions, forecasting, sales field demand and inventory levels within the organization and respective channels. Work with cross-functional teams to translate customer requirements and technology directions into product definitions.
Supervisor, New Product Launches:
Developed and implemented a Cross-function team. This team was responsible for various portions of the launch process. My role was to ensure every product was properly launched and communicated internally, externally and marketed to its target market. Coordinated product life cycle and managed products from conception through End-Of-Life.
Marketing Support Specialist:
Collected and analyzed competitive information. Collected and analyzed market share data. Coordinated marketing activities for Product Management.
Sales Administrative Assistant:
Order entry and processing. Provided sales support for customers. Inventory management. Liaison between sales and customers. From November 1997 to December 2001 (4 years 2 months)
BA, Business Administration @ University of La Verne From 1994 to 2000 MBA, Masters, Organizational Management @ University of Phoenix Monica Islas is skilled in: Cross-functional Team Leadership, Product Management, Product Marketing, Multi-channel Marketing, Contract Negotiation, Product Development, Marketing Strategy, Email Marketing, Channel, Management, Product Lifecycle Management, B2B, Business Planning, Product Launch, Go-to-market Strategy
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