Susan Spalding is a seasoned strategic brand builder with a digital-first mentality who seeks to align with a progressiv...
[email protected] | (1) 413-219-0619 | TWITTER.COM/SUSANSPALDING | LINKEDIN.COM/IN/SUSANSPALDING | WWW.SUSANSPALDING.CO
Susan Spalding
Seasoned strategic brand builder with a digital-first mentality seeks to align with a progressive, growth-oriented company. Aspire to build upon my past accomplishments of delivering best-in-class creative marketing solutions. Driven by results, I am confident and collaborative self-starter with a talent for developing winning campaigns and programs that deliver sales growth with a solid ROI. With a passionate, entrepreneurial spirit, I thrive in fast-paced environments embracing change and thought-leadership. BRAND MANAGEMENT Digital Marketing Commercialization Ecommerce
STRATEGIC PLANNING Public Relations – Social Engagement Advertising – Online & Offline Budget Management
DIGITAL Creative Development Project Management Team Development
COMMUNICATIONS Promotions - Merchandising Market Research - Planning Marketing Communications
PROFESSIONAL EXPERIENCE: Marketing Consultant/Project Manager
July 2013 -Current Provide marketing services and project management to support company’s key growth initiatives. Developed and launched the strategic framework and market roll-out of a high-potential integrated marketing and public awareness safety campaign for the LiftMaster brand of The Chamberlain Group.
Newell Rubbermaid, Inc.
$6B Revenue-Public
2003 – June 2013
Director, Brand/Marketing Communications and Services Rubbermaid Commercial Products, A Newell-Rubbermaid Brand Winchester, VA 2010 – June 2013 Key Accomplishments: Achieved record growth by implementing integrated marketing solutions to support the globalization of leadership brand. Led brand’s digital marketing strategy to transition into activating and enabling digitally led initiatives. Provided framework, guidance and policy to position brand with on-line ecommerce partners to achieve 5 -10% growth with key partners. Developed and deployed an on-line portal that provided central self-service access to digital assets, literature fulfillment, trade show properties and gear / premiums program. Activated email marketing program that consistently delivers 15- 20% open rates. Created infrastructure to support the commercialization of new products and programs that is expected to deliver up to $50MM in sales revenue by 2015 including a multiple product roll-out in Brazil. Developed the strategic direction for enriched brand execution across disparate silos - Led a cross-functional internal team and external brand and marketing agencies - Directed the global trade show program to showcase the brand’s promise of world class durability and reliability solutions by integrating technology-driven solutions - Provided strategy and execution direction for all external communication programs for public relations and engagement, catalogs, websites, and direct selling materials - Grew social engagement statistics by over 300% with targeted initiatives - Streamlined development of distribution partnership materials to provide consistent identify to ignite brand activation with vast distribution network - Developed first ever brand guidelines to create a one voice iconic presence around the globe - Activated formal insights function. Due to major centralization, consolidation and divestiture of brands, positioned eliminated.
Director, Brand Strategy/Marketing Communications LENOX Industrial Products & Services, A Newell-Rubbermaid Brand East Longmeadow, MA 2003 – 2010 Key Accomplishments: Directed LENOX - acquisition brand - through comprehensive re-branding initiative that propelled global growth in the industrial and commercial construction markets – Sales doubled within ten years after the acquisition. Created and launched new patented, best-in-class, permanent merchandising solution - WOLF WALL® which delivered over $20MM in sales with continual incremental growth of 15-30% after installation. Led strategic direction and oversaw execution of collaborative event marketing programs and national end-user programs and promotions featuring NASCAR/Jeff Burton/Extra Mile Hero/Site Commander/Hackman that staged the brand on a prominent level. Developed and deployed new brand aesthetic across all touch-points including packaging, collateral, POS/merchandising, trade shows, event marketing, internal and external communications - Implemented new advertising and public relations program that exceeded expectations by boosting impressions and awareness by over 300% in four years - Led the strategic planning and development of LENOX Purpose and Brand Strategy initiative to evolve and refine brand positioning, one common understanding, architecture and messaging platform - Launched long-term digital initiative to support website, promotional microsites and ecommerce thru distribution network - Oversaw strategic insights – quantitative and qualitative to measure brand health.
Brand Manager Porter-Cable Corporation Former Division of Pentair Tools Group
Jackson, TN $1.5B Revenue
2001 – 2003
Key Accomplishments: Developed and launched new brand strategy to bolster long-term awareness, trial and loyalty. Developed and executed key product launch commercialization initiatives resulting in $10M+ in business. Directed market penetration initiative which led to an over 50% sales increase in test market from $3M to $6M. Delivered new advertising, website, packaging, collateral, photography, merchandising, trade shows, sales/distributor support and communications Led the website development process that resulted in a new platform including an on-line ad-builder - Developed insights to drive brand strategy.
Seasoned Brand Builder with a Digital First Mentality Looking to Align with a Progressive, Growth-Oriented Company
[email protected] | (1) 413-219-0619 | TWITTER.COM/SUSANSPALDING | LINKEDIN.COM/IN/SUSANSPALDING | WWW.SUSANSPALDING.CO
Susan Spalding Director, Marketing Directec Corporation Reseller of Technology Products
Louisville, KY $36MM Revenue
2000 – 2001
Key Accomplishments: Deployed lead generation program through direct mail/web response page resulting in over $6M in incremental revenue. Planned and developed Customer Relationship Management program utilizing an automated sales application (Sales Logix) used in call center direct sales environment. Initiated Manufacturer Partnership Program with major technology brands (Compaq, HP, 3Com) - Led team to deliver all direct and online marketing initiatives – from sales lead to conversion to loyalist.
Bosch-Vermont American Division Group Marketing Manager
Louisville, KY
1995-2000 1998 – 2000
Key Accomplishments: Directed brand’s first multi-media advertising campaign for TV, radio and print to elevate declining brand awareness. Developed in-store merchandising program to deliver double digit increase in sell-in and sell-thru while reducing costs by 25%. Developed an internal creative design team that delivered packaging, merchandising, graphic design, advertising, public relations and e-commerce.
Marketing Manager/Product Manager – Sears Craftsman Marketing Group
1995 – 1998
Key Accomplishments: Strategically grew account from $55M to $95M by creatively implementing new product and promotional strategies. Launched company’s first infomercial featuring Bob Vila as spokesperson which resulted in $25M in incremental sales. Managed the Sears Craftsman account in the development of pricing, promotions, merchandising, advertising and packaging - Team managed 1k sku product portfolio while developing and launching key promotional executions which accounted for over 40% of business volume.
Marketing Manager Presbyterian Publishing Corporation
Louisville, KY
1992 –1995
A Division of Presbyterian Church USA Headquarters
Key Accomplishments: Developed and implemented strategy to market and promote curriculum through direct mail initiative. Developed promotional materials - catalogs, magazines, brochures - to support marketing function.
Account Manager Gannett Direct Marketing Services
Louisville, KY
1989 –1992
A Division of Gannett Corporation
Key Accomplishments: Managed key account Cummins Engine Co in direct marketing activities. Coordinated direct mail campaigns, database management, promotions and literature fulfillment.
Education M.A. Marketing Specialization Graduated Summa Cum Laude, 3.97 GPA
Webster University, St. Louis, MO
B.A. Journalism/Business Graduated with Honors, 3.3 GPA
Western Kentucky University, Bowling Green, KY
Skills Microsoft Office: Excel; PowerPoint; Word; Outlook; Project Excellent writing, presentation and team building capabilities
Awards and Special Acknowledgements ISSA – Best Booth 2011 and 2012; Grainger – Best of Show 2011; Facilities and Maintenance Most Important Brand – six consecutive years from 2006 – 2012; Business Marketing Association Awards Judge – Denver 2011 and Chicago 2013; Merchandising WOLF WALL Awards in Plumbing in Electrical Trades 2007 – 2009;The Promotion Marketing Association Reggie Gold Award – 2006 The Best in Promotion Marketing – “Get Caught with Gold” ;PROMO PRO Award 2005 Best Dealer B 2 B Campaign for “Get Caught with Gold”; Gold Addy 2002 – Visual and Audio Elements Newell-Rubbermaid Career Development and Organizational Planning for Brand Activation, Marketing Services and Brand Communications Newell-Rubbermaid Marketing Excellence Training 101 – 304 - Situational Leadership and Leadership Skills Training
Seasoned Brand Builder with a Digital First Mentality Looking to Align with a Progressive, Growth-Oriented Company
