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Consultant

Specialist & Consultant

Senior Sales and Marketing professional with 15 years of progressive experience, ranging from small business to global FORTUNE 500 publicly-traded companies in real estate, financial services, consumer packaged goods, home improvement and healthcare industries. 

B2B and B2C experience in integrated marketing campaigns to increase brand awareness, generate leads, enable sales and engage clients. Refined marketing best practices by analyzing campaign results and KPI, optimizing lead generation campaigns and integrated marketing programs (including advertising, direct mail and email programs).

Specialties: Brand Management, Demand Generation Campaigns, Online Marketing Initiatives, Marketing Automation, Direct Marketing Programs, Sales Collateral, Tradeshows, Photo and Video Shoots, Marketing Segmentation, Direct Mail Campaigns

* Conducted market research and evaluated competitive product offerings to identify market opportunities and positioning for new consumer electronics products; participated in quality assurance process 
* Created email templates and launched email framework (using ESPs MailChimp and Blackbaud); implemented automated and ad-hoc email campaigns, and optimized for deliverability and ROI 
* Unveiled travel photography blog with detailed editorial calendar; increased subscriber growth by 10% each month

Premier real estate company with a diversified portfolio of land, office properties, retail centers, homes, multifamily and hospitality. 

Launched revenue-generating B2C go-to-market strategies that exceeded EBITA business plan goals.
* Spearheaded interactive virtual tours with User Experience team; grew leads by 7.5% through SEO
* Designed online marketing strategies with conversion-focused content for consumer website (4MM visits annually) and created web content for resident website (96k residents); monitored web traffic using Webtrends
* Maximized ROI of $1MM online media buy and marketing strategy for Internet Listing Services (Zillow, Craigslist, Rent.com) which brought in 15k unique visits monthly to prospect website
* Expanded broker referral program; increased lead generation to 17% of overall leads
* Supervised outside vendors including advertising agencies, photographers and video production companies

Senior Marketing Manager

Developed integrated B2B marketing plan (portfolio management, marketing strategy, value proposition, positioning) and set business development strategies (acquisition, engagement and retention).  
* Exceeded enrollment goals by 42% and grew sales 19% year-over-year  
* Led cross-functional teams, influenced internal leaders (Sales/Operations/Legal/Technology) and built strong relationships with external stakeholders (clients/agencies/vendors) to bring innovative technologies to market. 
* Improved customer experience for 120K health care providers by guiding product road maps of enterprise software projects (client portal, iPad app, social media); provided concept, scope, prioritization, and user acceptance testing  
* Drove customer engagement based on CRM, customer segmentation, A/B testing and marketing automation  
* Partnered with Sales to develop appropriate sales enablement tools and managed production of sales support collateral, white papers, press releases, educational CDs, 

Marketing Manager

RV and Marine lending business, focused on loan origination and servicing to retail customers; business sold to GE Capital.

* Updated rolling sales forecast of $3 billion and tracked key performance indicators across multiple industries 
* Accelerated new-dealer processing and reduced enrollment period by 73% (from 60 to 17 days) 
* Researched market landscape, scrutinized trade publications, and identified trends affecting financial services

Business Analyst

Home Improvement Industry. Internationally recognized leader in the development of innovative lighting systems and fixtures (LED, Track Lighting, Pendants, Fixture Heads, Sconce & Ceiling).

Identified areas for growth and developed strategic marketing plans for the lighting product line through market research, competitive analysis, customer engagement, and business planning.
•	Increased brand awareness and media visibility by 215%; reduced marketing expense by $100K
•	As media buyer, evaluated, negotiated and purchased print media; optimized media based on ROI
•	Coordinated dealer & distributor workshops; arranged trade show exhibit logistics and show services 
•	Managed PR and corporate communications; built strong relationships with key publications

Sales and Marketing Coordinator

•	Analyzed Nielsen and IRI metrics, tracked bottled water (CPG) market share and key-account trade promotions for 6 brands: Evian, Volvic, Dannon, Sparkletts, Alhambra, and Crystal
•	Event Planning coordination: quarterly and annual national sales meeting for over 300 sales managers
•	Led procurement database upgrade project (with a cross-functional team of IT, Industrial Finance, A/P, Manufacturing and Fleet) to centralize inventory control and reduce costs by 15%

Purchasing Coordinator, Sales Administrator

•	Ensured legal compliance by updating Policies & Procedures in preparation for JCAHO accreditation
•	Devised master schedule and maintained daily staff matrix (100+ nurses); closely supervised volunteers
•	Tracked and analyzed salary expenses, provided budget recommendations to CFO based on financial matrices
•	Initiated “Nurses of the Year” awards to honor dedicated staff and boost morale

Accounting Project Clerk, Administrative Assistant

Find out detailed information about Eden Tsai, Consultant in Santa Ana, CA

Eden Tsai: Consultant in Santa Ana, CA

Eden Tsai

USC Marshall School of Business