Tricia Smets-Rodewald: in Corona Del Mar, CA

US Leader in Concrete Services with 41 branches in the US and Canada. Annual revenues of $225M with divisions focused on driving revenue in the speciality contractor market with customers including Kiewit, McCarthy, Hensel Phelps, among others. Recruited to establish a brand presence across all divisions and drive YOY revenue targets of 20% growth. • Chief Architect and implementer of Penhall’s strategic marketing plan which includes PPC, online, collateral, print, trade show, social media, video, and PR campaigns targeting industrial, construction, and manufacturing targets • Launched call center effort to take all calls received through branches to contracted call center and track conversion of all leads generated • Improved overall customer experience through mystery call effort • Improved SEO rankings from page 9 to #1 for targetted key words • Launched rebranded website, collateral, uniforms, and truck units to establish consistent brand across 41 branches in US and Canada

Director of Marketing and Strategic Alliances Publicly-traded, B2B, medical device manufacturer with three separate product divisions and annual revenues of $27M serving leading OEMs. Recruited to establish brand presence in medical device market for leading developer of surgical instruments to OEMs including Stryker, Medtronic, Zimmer, K2M and Biomet among others. • Responsible for all business development efforts in the launch of Pro-Dex Pro-Driver platform targeting spine, craniomaxillofacial, and small bone applications • Developed and maintained multi-pronged lead generation funnel for all business development activities • Chief Architect and implementer of Pro-Dex’ strategic marketing plan which includes online, collateral, print, trade show, social media, video, and PR campaigns targeting medical device OEMs • Launched PR campaign that resulted in a monthly column written by Pro-Dex for Medical Product Outsourcing (MPO) and Orthopedic Design and Technology (ODT) Magazines

Vice President and General Manager (2006 – 2009) Concept Media was a B2B and B2C nursing education company with revenues of $4 million annually. Sold division to Cengage Learning in asset-only sale. Reported to the CEO of JMI, managed 23 direct reports. Marketing budget: $450K with a strong focus on drip campaigns, conferences, advisory boards, KOLs, and user groups. • Instrumental in the completion of sale of CM to Cengage Learning at twice the expected price. • Increased sales 180% YOY by expanding international distribution and reorganizing sales channel • Increased producer partnerships by 33% • Restructured all internal operations, delivering a gross sales increase from $2.6 million to $3.5 million with net revenue increase of 35%. Net profit increase of 247% YOY recorded in first year Director of Product Marketing and Business Development (2004 – 2006) Recruited and promoted to improve efficiencies for established, award-winning B2B and B2C nurse’s education media division. • Saved $300k over 5 years by reducing outside royalty payments to producer partners by 15% • Spearheaded unified corporate re-branding; Developed leading CE programs for nursing education sold into 95% of US hospitals, universities and colleges and globally; Increased overall distribution by 35%

Principal - Partner in Marketing Communications Agency servicing B2B and B2C clients. Services included strategic planning, customer acquisition, marketing communications, video production, direct marketing and response, fulfillment services, public relations, POP, POS, online, OEM, etc.

Vice President of Marketing - Online B2B reseller with sales of $120 million annually. Provided business and technology products through branded and personalized sales portals. Increased revenue of marketing programs by over 200% within one quarter by reorganizing the marketing team.

Global Marketing Communications Manager - Marketing budget at peak of brand initiative - $30M, at point of transition - $12M. Managed worldwide marketing communication activities with $30M budget for global advertising, public relations, direct marketing, corporate communications, etc.