Pansy Leo is a highly accomplished, results-driven professional with more than 14 years of marketing experience developi...
Cell: 714-606-9025 [email protected]
Huntington Beach, CA 92646
MARKETING DIRECTOR New Business Development / Marketing Communications / New Product Development Highly accomplished, results-driven professional with more than 14 years of marketing experience developing marketing strategies and driving market share and revenue growth. MBA with demonstrated success in product marketing, marketing communication, increasing market penetration, public relations, product recognition, revenue generation, and client satisfaction. Strategic and conceptual leader with ability to influence industry players to change state regulations and build consensus. Possesses solid leadership, communication, and interpersonal skills to establish rapport with all levels of staff and executive management. CORE QUALIFICATIONS Leadership, Team Building & Mentoring Development & Execution of Marketing Plans New Business Development Pricing Strategy & Contracts Negotiations Tradeshow Planning & Management New Product Development/Stage Gate Process Market Research Marketing Communications & PR
PROFESSIONAL EXPERIENCE ROPAK PACKAGING, Fountain Valley, CA
2001 – Present
One of the largest North American manufacturers of rigid plastic shipping containers and market leader in patented, cutting edge products generating $300M in revenues with more than 1,000 employees.
M ARKETING DIRECTOR (2011 – Present) Developed strategic and tactical plans to increase market share, profitability and increase sales growth. Served as environmental steward on regulations affecting industry and worked with lobbyists to change regulations at state level. Penetrated new markets and gained interest from major consumer products & industrial companies. Potential incremental revenue worth $25M annually. Developed a lead generation process that achieved 10% response rate and leads worth potentially $5M/year in incremental new business. Member of New Product Development team responsible for developing new product concepts and ideas, resulting in 4 new product launches that added approximately $30M over 3 years. Co-developed stage gate process used to streamline new products from concept to launch. Designed and wrote all marketing collateral & press releases. Produced company’s video touting new sustainable packaging along with customer testimonial. Co-developed advertising campaign strategy with ad agency. Increased unique visitor traffic to website 40% during months of campaign and video release. • Launched direct mail campaign that achieved 42% response rate generating leads worth potentially $10M in incremental new business. Campaign also shortened sales process 50% in some cases. Key speaker on Ropak’s sustainable products to various Packaging Associations and other major corporations. Key Environmental steward on regulations related to plastic packaging. Devised strategic plan for key markets to pursue in upcoming years. Managed & planned major trade shows and followed up on leads. NEW PRODUCTS & M ARKETING M ANAGER (2005 – 2011) Led Marketing Communications and Sales Support operations in addition to managing U.S. / Canadian trademarks. Managed copywriting and overall art direction on brochures, fliers, sales tools, ads, PowerPoints, website, training materials, and tradeshow booth. Key player within new business development opportunities collaborating with Sales to target specific customers. Prepared customized PowerPoint presentations and presented to customers and prospects. Collaborated on pricing strategies for various opportunities and helped write contracts/Letters of Intent. Served as gatekeeper for new product ideas and Chaired Steering Committee to advance and reject specific new products. Continued
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Redesigned brochures ensuring more consistent branding and positioning of premium quality and innovative products. • Revamped website to complement look and feel of sister division’s sites to enhance cross selling between divisions generating 30% increase in international leads. • Verbal testimonials received from various customers and/or prospects that Ropak has the best marketing collateral in the industry. Selected to lead global charter to develop process for new business development to apply to parent company’s global operations in Europe, Australia, and Asia; as well as in North America. Secured corporate record for developing and implementing new process with results within one year. • Co-developed unique, concise scorecard process based on market research to identify target markets that were profitable and still untapped. • Key player within implementation of new process to advance specific markets and reject others. Chosen markets led to more than $1M in annual sales in the first year. Prepared, revised, and participated in negotiation of six contracts. Communicated extensively with Attorney to ensure business principles met legal requirements. Contracts locked in long-term, profitable commitments with major consumer products companies. • Increased efficiency 60% by protecting Ropak’s interests as well as compromising on some customer issues. Trained Australian division on new product development stage gate process and new business development process. Reduced timeline to launch new products by 50% post full implementation of process with customization. • Conducted Bucket 101 training to increase new Sales, Operations, and Customer Service personnels’ productivity.
PRODUCT M ANAGER (2001 – 2005) Streamlined process to launch new products and collaborated with Engineering to oversee new product development. Led rollout of new products within the U.S. and Canada, from concept to launch. Communicated extensively with Sales, Engineering, and Operations to perform detailed financial, marketing, and logistics analysis to justify projects and expedite executive approval. Performed marketing research to determine new product features and benefits.
Established and implemented a streamlined ISO certified procedure for launching new products from concept to launch. Condensed timeline to launch new products by 70%. Increased number of new products launched by 60% during tenure. Achieved 30% increase in revenue via new product launches. Expedited senior management approval process 100% by detailing financial, marketing, and logistics analysis.
Prior tenures included: M ARKETING DIRECTOR, GOTOWORLD.COM, INC., Orange, CA M ARKETING M ANAGER, VIVA LIFE SCIENCE, INC., Costa Mesa, CA GENERAL M ANAGER OF OPERATIONS, EUROTEL CORPORATION, Century City, CA QUALITY ASSURANCE ADMINISTRATOR, ALLERGAN, INC., Irvine, CA
EDUCATION M ASTER OF BUSINESS ADMINISTRATION, UCLA, Los Angeles, CA BACHELOR OF ARTS, CHEMISTRY, ADELPHI UNIVERSITY, Garden City, NY
PROFESSIONAL AFFILIATIONS AND ACTIVITIES Participant, Orange County AMERICAN M ARKETING ASSOCIATION Chair, Environmental Committee, PLASTIC SHIPPING CONTAINER INSTITUTE, PSCI