Photography

Social networking

New marketing principles

Blogging/writing

Marketing Manager

Marketing & Sales

When managing and overseeing every aspect of a marketing program, every day ends up being different, challenging and exciting. 

At Hanna Instruments, all marketing activities hinge on several things: growing end user sales, market penetration, and growing brand awareness.  When creating the roadmap, a bigger focus was put on targeting our marketing approach by looking at key markets, how to grow them, as well as  increasing specific product sales.  

In my last Marketing Communications Leader position, reporting directly to the BU president, I was tasked with strategically optimizing the exposure, reach, and effectiveness of our brand marketing communications roadmap for the Lista and Vidmar brands.

Main tasks included:
* Setting and overseeing the overall marketing strategy for all marketing initiatives (social, print, PPC/SEO, advertising, tradeshows, ecommunications, etc.)
* Overseeing/managing new branding guidelines and rebrand implementation
* Managing marketing, web, lit fulfillment, SEO and PPC vendors and relationships
* Communicating with a sales force of 50+ individuals to ensure marketing needs are met
* E-communication management via Pardot
* Internal portal management

Previous involvement in:
* Community building
* Brand monitoring
* Engagement
* Content sharing
* Social network maintenance & management
* KPI measurement
* Overseeing PPC
* Overseeing the functionality/user interface of 13 websites

Specialties: Marketing Communications, Social Media Marketing, Social Media Analytics, Product Marketing, Inbound Marketing, Webinars, Newsletters, Presentation skills, Tradeshow Management, Career Coaching, Market Research, Pricing, Retail, Sales, Drupal, InDesign, Adobe Photoshop, Pagemaker, Microsoft Excel, Microsoft Office, Microsoft Outlook, Microsoft PowerPoint, Microsoft Publisher, Microsoft Word, Russian, Spanish, Latvian

This position is key in developing, implementing, and managing, integrated, multi-channel, strategic B2B and B2C marketing campaigns and communications programs. In this all-encompassing role, I will be supporting the business by deploying communications to our customers and protecting the brand by ensuring all program elements are consistent with principles of strategic design and reflective of brand standards that will be developed and implemented within the first calendar year. 

Responsibilities include:
•	Creating a marketing strategy based on overall business objectives - target markets & sales
•	Creating an encompassing marketing plan based on overall business objectives
•	Develop, by market, comprehensive marketing plans
•	Be an instrumental part of growing US end user sales
•	Growing key target markets
•	Managing international tradeshows and advertising initiatives
•	Creating, and guiding the creation of, needed processes

Processes include:
•	Tradeshow Management & Execution
•	Social Media & Blogging
•	Eblasts for both internal and external audiences
•	New Product Launches
•	SEO & PPC
•	Media Placement
•	Website Development & Launch
•	Branding 
•	International Relations

The new processes and strategies will be the key pillars of an all-encompassing marketing roadmap which will drive, among other things, overall business growth and brand awareness.

The role is supported by three direct reports and two dotted line reports.

In this inherently cross-functional role within the Storage & Workspace Systems organization I was responsible for developing and communicating the strategy and vision for the group, as well as developing and executing marketing promotional plans based on that vision while working closely with sales, product management, operations, finance, and the executive teams.

Branding Strategies
•	Develop a strategic/seasonal marketing and communications plan to maximize the visibility of the Lista and Stanley Vidmar brands which involves both digital and traditional marketing tactics and strategies
• Create and document processes around marketing functions 
•	Oversee, and manage Vidmar and Lista's PR and advertising campaigns
•	Help craft new brand standards and ensure brand standards of all businesses are followed

Communications Strategies
•	Develop internal and external sales and channel partner communication strategy to support selling efforts
•	Identify and execute advertising campaigns for Lista and Vidmar brands
•	Develop and execute web and social media strategy
•	Responsible for development and production of messaging and collateral to support the sales teams
•	Execute and create internal & external e-communication via Pardot
•	Assist in messaging of trade shows

Additional Marketing Activities
•	Manage marketing activities that relate to new product development, such as template and process creation for internal and external communications
•	Coordinate photo opportunities within the end consumer base to show the products in a real life scenario
•	Develop training strategy positioned to support overall marketing and business development strategy
•	Plan, strategize and execute the build of a new internal Sharepoint portal for sales and customer service for both Lista and Stanley Vidmar
•	Create metrics reports for all above mentioned strategies and implementations 
•	Responsible for two direct reports

Marketing Communications Leader

Act as a Brand Ambassador for Lista’s products and services within the Storage & Workspace Solutions division of Stanley Black & Decker, Inc.  

Responsible for both internal communications and social media/SEO.  
Including but not limited to:
* Creation and population of internal newsletters.
* Marketing collateral creation for tradeshows, flyers, ad placements, etc.

Oversee and manage all social media efforts for both Lista and Stanley Vidmar (including Twitter, Facebook, LinkedIn, YouTube and more).  
Including but not limited to:
* Creation of social media calendars and creative shareable and interactive content such as video, photos and contests.
* Have been instrumental in growing follower numbers on all current social media platforms used by Lista and Stanley Vidmar. 

Develop and execute the launch of a new Sharepoint sales/customer service support portal.
Including but not limited to:
* Sharepoint site development and creation.
* Assembly of content which will be accessible to all user parties.

Spearhead the creation of numerous marketing processes.
Including but not limited to:
* Artwork/collateral request forms.
* Tradeshow order management.

Manage the Google AdWords/paid search advertising programs.
Including but not limited to:
* Oversee ad creation process.
* Instruct which ads should be paused/created/reworded/repointed.
* Landing page creation.

Storage & Workspace Solutions Marketing Specialist

Responsible for all social media strategy, community building, brand monitoring, engagement, content sharing, social network maintenance, management, and KPI measurement for Stanley Vidmar & Lista International.

Responsible for the management of all tradeshow activity for Lista International.  Which includes, but is not limited to, set up strategy, order placement, post show evaluation, and end of year budgeting for all tradeshows.   

Track all website, microsite and social media activity and goal/lead completions through Google Analytics for the Lista corporate site, Stanley Vidmar corporate site, and ten Lista microsites.  Oversee the functionality of the Lista corporate site and ten Lista microsites.

Oversee the corporate Pay Per Click program for Lista and Stanley Vidmar.

Member of the Stanley Black & Decker Social Media Council.

Lista Marketing Coordinator

Lista is an industry- leading international manufacturer of high-end modular workspace systems and a world-leading producer of productivity-enhancing modular drawer storage systems.  Lista International provides a wide range of high quality products to customers throughout Europe and North America.

Supervise programs in Public Relations, Social Media, Trade Shows and Web Analytics.   Assist with ongoing marketing and advertising projects.

Have grown our Facebook business page fan numbers by the 100's by joining a variety of industry forums and analyzing follower interaction with the Lista brand via various social media platforms.  Several of these new followers and forums have also increased Lista's web lead conversion numbers.

Have increased our brand awareness within the afore mentioned forums by speaking to everyday users and interacting with them on a daily basis.

Manage all tradeshow activity.  Spearheaded the improvement of a post show product disposition policy which has resulted in easier budget tracking.

This position is instrumental in growing brand recognition, increasing sales leads, maximizing PR spending and increasing ROI on all market activities.

Marketing Coordinator

Supported all international marketing web-based initiatives and facilitated marketing communications with LoJack Corporation Licensees throughout the world.  This included 150+ contacts in over 30 countries with over 10 different brand names.  Primary duties were to develop and maintain international marketing communications relationships for LoJack Corporation, manage content on the international partner portal, facilitate the spread of best practices as well as overseeing the LoJack International web sites and portal.

Transformed the international partner intranet portal using Microsoft Office SharePoint Server 2007 (MOSS)-allowing for a one stop shop of all licensee and domestic information. 

Implemented social media in the licensee portal and published LoJack news and recoveries on Facebook which resulted in a bigger log on rate.

Produced newsletters and created all content for client and manager meetings as well as internal newsletters for LoJack's international licensees. 

Created a three step business plan outline and communications model as well as marketing, insurance and OEM presentations which assisted in communicating the business model to potential new licensees. 

Wrote a Global Car Theft White Paper to be used as a reference guide for the latest trends around the world. 

Created a Market Data Book which reflected all global licensee information (target market, business model, etc.) as well as relevant competitive information to inform upper management about each market.

Kept records of all theft and recovery statistics worldwide and created forecasts for infrastructure meetings which allowed everyone involved to have a better understanding of current and future licensee needs.

International Marketing Coordinator

Managed product development and served as the marketing lead from design to distribution for Samsonite Retail, Marmaxx, HSN, QVC, Military, and Premium accounts (over 40 projects total) and was the liaison between design, sourcing, retail, sales, and wholesale.

Consulted daily with sourcing to request pricing for up to date cost analysis and established pricing for new and existing collections. 

Worked with buyers to inform them of our new collections and to find out where our products could fit in on their sales floor.

Presented new collections in forecasting, finance, and quarterly product meetings to keep everyone up to date on the latest requests from each account.

Visually merchandised the Black Label showroom in New York City for all meetings and showings of Samsonite's luxury Black Label collections

Directed the development of collateral and status reports, product flashes and marketing briefs for line management which were used for tracking, shipping and retail purposes. 

Analyzed surveys to track luggage buying trends and new market directions in order to offer the most up to date collections to the end consumer.

Product Marketing Specialist

Find out detailed information about Linda Calabria, Marketing Manager in Mansfield, MA

Linda Calabria: Marketing Manager in Mansfield, MA

Linda Calabria