Todd Landaburu: Marketing Project Manager/Analyst in Sparks, NV

Category and Brand Analysis, Market Research and Reporting • Support Sales Operations on the analysis of syndicated data – Monitor, analyze and interpret category, brand and competitive trends and dynamics utilizing a blend of IRI, SPINS, Nielson and retail scan data to help develop key insights for Sales and Marketing leading to stronger fact-based selling tools and strategic improvement • Develop quarterly business reports summarizing market trends, opportunities, and insights • Oversee retail promo programs and report performance, sales impact/lift, and validity of program • Using specific subscription tools and research partner - maintain up-to-date knowledge on key competitors, technology trends in retail, shopper marketing trends, key accounts, etc. Marketing Operations and Project Management • Enforce brand standards and creative work flow. Provide recommendations, develop best practices, and SOPs to create efficiency and streamline department workflow and communication • Packaging/prototypes/general creative – Maintain communication with key service vendors and operations to manage day-to-day details for creative projects, packaging and prototype development, scheduling/prioritization, updates, and production of all product packaging design, artwork, and creative. Provide project cost analysis and recommendations. • Promotional program management – Work with brokers and retail marketing to coordinate and execute key account product demonstrations, assigned retail promotional programs, and coupon redemption • Tradeshows planning and support – Provide strategic direction to the Marketing and Events Coordinator to ensure appropriate tradeshow mix is in alignment with sales strategy, offer direction in the development of on-site events promotions, pre-promotion campaign planning and execution (e-mail, on-line, print, etc.) Web, Creative, Collateral • Website management and performance reporting to analyze web trends for insights to support on-line strategy. Work closely with developers/digital/web partners on the implementation of new website pages, landing page design, updates, banner ads, and SEO planning. • Creative and collateral – Create fact-based and visual sell-in presentations, product brochures, advertisements, coupons, and promotional materials to support sales, and field marketing initiatives. • Branding/messaging – Enforce the brand standards and message, ensure brand guidelines are being met internally/externally across all communications.

• Strategize and developing annual, quarterly and monthly marketing plans. o Manage annual marketing budget to insure all projects are managed in-time and on budget. o Help prioritize marketing initiatives to establish sequence and timing to achieve effective execution of programs within operating constraints/bandwidth. • Manage digital marketing team, strategize and implement online strategies that optimize revenue (SEO). o Manage Social Media Campaigns – Twitter, Facebook, YouTube, etc. o Implement, improve, and maintain aggressive web marketing campaigns. o Coordinate the web design and SEO to improve revenue generated by marketing efforts. • Manage direct mail campaigns from list management, content, design, production, and reporting. • Manage direct response radio and print campaigns, from creative and media management, telemarketing, scripting and landing pages supporting campaigns. • Trade show planning, strategy, management, and execution. • Manage design and content for new product packaging. o Label creation and packaging production with FDA compliance.

• Support all marketing efforts including search marketing, online media, landing page development, collateral creation, traditional advertising, etc. Optimize programs to ensure objectives are effectively reached. o Coordinate and execute marketing activities in support of the marketing plan: webinars, industry and corporate events, direct marketing, public relations, etc. o Participate in regular planning meetings to review goals, strategies and program development needs in building the company-wide strategy for key markets. o Analyze marketing programs and make adjustments to improve return on investment. o Support the Leadership team in building the company-wide strategy for key markets. • Serve as project lead for development and implementation of new website - including effective engagement activities, SEO and SEM, interface with CRM system, selection and use of content management system, and execution of social media functions. o Use site metrics tools to track traffic and performance. Produce reports and communicate findings and suggestions for improvement. Creating, updating and maintaining relevant content for Alliance silo sites including social tools such as blogging, FaceBook, Twitter, YouTube brand channeling, etc. • Plan and manage marketing spend according to agreed-upon budget and measure effectiveness of marketing plan execution, keeping relevant stakeholders informed

• Responsible for lead life-cycle program – generation, nuturing, scoring, and ROI analysis as it relates to large project forecasting. o Project leader on lead scoring/nurturing program and ROI reporting (ACT! by Sage) • Conduct market validation with channel partners to determine right marketing mix, and continually improve product positioning and tactics for go-to-market planning/strategy and campaign development • Incorporate social media to the marketing strategy to retain users and followers in a unique experience to ensure our viability in the marketplace – Facebook, Twitter, YouTube. • Create datasheets, sales presentations, case studies and references to communicate the value of our products and our system solutions to internal and external audiences • Responsible for creation and project management of sales/marketing tools including price books, brochures, e-newsletters, and other customer facing materials and leave-behinds. • Maintain external web site with existing Internet and social tools to maximize SEO, SEM, and ROI in the electronic realm.

• Develop integrated campaign-based marketing plans and asset development (traditional and e-marketing, SEO, SEM, PPC, webinars, etc.) to generate awareness/demand for services in key market segments o Hands on experience with social media, Web design, applications, navigation, video integration, results (ROI) reporting, analytics, lead generation • Develop strategic channel program vision and roadmap based on campaign and vertical markets, present strategy for buy-in with key business unit contacts, global marketing, field sales leadership, and World-Wide VP level management • Responsible for the overall development and execution of marketing activities to and through distribution partners with a strong of understanding of channel marketing principles in a sales driven organization • Manage overall electronic communications program – including collaborating on campaign strategy, cross-functional project management, metric analysis, reporting • Planning and management of quarterly marketing budget, including ROI analysis (30-, 90-, 180-day), of programs. Gather data from requests and reports dashboards (Salesforce.com), to deliver broader message on results so that overall team can move to evaluate success of campaigns o Project leader on lead scoring/nurturing program and ROI reporting (Salesforce.com) • Demonstrated ability of articulating marketing strategies to both internal and external audiences • Execute inbound and outbound field communications per strategic plan, including being a major contributor of content and reporting of results through CRM – Salesforce.com • Manage trade show messaging and booth creation/layout from inception to lead follow-up completion • Communicate and coordinate with team members in the Americas, Asia Pacific, Japan and Europe regions to ensure development of sales tools that can be leveraged globally