Director Brand Management in NYC Resume Karen Illes by KarenIlles


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									KAREN ILLES

Marketing Strategy and Brand Management Expert

Strategic Planning &       Thought leader known for developing long-term marketing strategy while also maintaining a
Tactical Execution          view on short term needs. Serve as proponent of change. Influence stakeholders.

Customer Insights          Leverage market research and analytical skills to identify insights that drive the development of
                            unique, creative, differentiating and memorable marketing programs that deliver results.
New Product                Partner with R&D to incorporate customer needs and wants into product design. Manage
Development                 projects from conception to completion. Devise, monitor, execute on time and within budget.
Global Brand               Build and manage brands that generate profitable ROI and revenue growth. Analyze competitive
Management                  landscape and consumer behaviors to create value propositions that build brand equity.

Staff Mentoring &          Cultivate rapport with colleagues, senior leaders, clients, and vendors. Serve as subject matter
Team Leadership             expert and trusted advisor. Build, coach, mentor, and inspire high-performing teams.

Marketing Excellence       Improve marketing operational readiness by creating and implementing processes and
                            procedures that raise employee engagement and enhance the marketing organization.

Professional Experience

STRYKER ORTHOPAEDICS, Mahwah, NJ                                                                       2002 – 2011
Marketing Manager (2006-2011) / Group Marketing Manager (2003-2006) / Senior Product Manager (2002-2003)

Led cross-functional    Provided strategic marketing, brand development, and customer insights services to product
teams that defined,     management teams for the $4 billion international orthopaedic medical device manufacturer.
executed, and
                           Created Triathlon, the corporation’s first $1 billion brand and the market’s largest knee brand.
delivered innovative,
                            Led cross-functional initiative to develop the name, positioning, and brand book for patients,
high-impact strategic
                            surgeons, and hospital customers. Created first-of-its-kind internal brand ambassador program.
marketing programs.
Created brands,            Implemented Kaplan & Norton balanced scorecard methodology to initiate actionable business
launched new                strategies and tactics, which improved internal communications and program results. Utilized
products, captured          metrics dashboards with key performance indicators to analyze and report progress.
market share, solved
business challenges,       Assessed market drivers and competitive landscape to develop customer insights. Instituted a
and increased               formalized function with internal online portal to communicate insights division-wide. Process
revenue.                    resulted in reduction of market research expenditures and improved marketing messaging.

                           Created surgeon segmentation model based on new product adoption attitudes. Increased
                            awareness of new hip implant product, encouraged trial, and achieved sales goal.

                           Conducted market research to identify key surgeon and patient insights for early intervention
                            knee. Effort resulted in early plan approval by stakeholders and on-time launch in record time.

                           Researched capabilities and defined social media strategy to communicate with patient
                            customers and gather VOC data in compliance with legal and regulatory guidelines.

                           Led interdisciplinary team and partnered with surgeon key opinion leaders to formulate go to
                            market strategy for infection prevention, diagnosis and treatment product category. Developed
                            brand architecture and produced surgeon-focused educational videos and website content.

                           Identified hospital CEO/CFO needs for best practice and financial outcome sharing. Research
                            insights led to repositioning as value added partner rather than commodity supplier.
KAREN ILLES – Page 2                                                                

Professional Experience – Continued
BLACK DIAMOND MARKETING, LLC, Summit, NJ                                                                        2000 – 2002
Founder & President
Created marketing       Launched and operated a strategic marketing and brand development consulting firm. Networked,
and sales strategies    developed, and maintained clientele.
to improve brand             Increased profitability 12% for a $600 million consumer electronics client. Analyzed market
awareness and grow            data, introduced product life cycle pricing procedure, and allocated distribution channel
revenue.                      product mix to eliminate redundancies.
                             Rebranded a chiropractic office to increase new patient ratio by 10%. Created logo and
                              positioning, developed marketing materials, and executed public relations effort.

LATIN PERCUSSION, INC, Garfield, NJ                                                                             1996 – 2000
Director of Marketing
Reorganized             Designed and led marketing strategy, managed operations and P&L for $20 million international
marketing function;     percussion instrument manufacturer. Directed internal photo studio and art department.
hired and mentored           Refined new product development process to generate $3 million in incremental sales.
a nine-person staff           Collaborated with musicians to understand consumer needs. Improved R&D timelines and
and instituted                vendor performance. Introduced more than 20 new products annually for two consecutive years.
formalized processes
to meet robust               Created brand architecture for 1000+ products and repositioned brands to realize 15%
business objectives.          increase in revenue. Redesigned product catalog, packaging, and in-store displays.
                             Designed a new booth to promote brand and showcase musical talent at NAMM music
                              industry trade show. Won the ‘President’s Club’ award in 1999.
                             Conducted competitive audit and trend analysis to devise pricing strategy and annual
                              increase recommendations in accordance with category P&L standards.
                             Created an online sales platform and e-commerce program. Created new website.
                             Collaborated with direct and indirect sales channels to define promotional campaigns.
                              Organized national sales meetings, developed sales tools, and led creative direction and media
                              selection for cooperative retail advertising program.

Early Career
                        Senior Product Manager, CM OFFRAY & SON, INC, Chester, NJ, 1995-1996
                        Product and Marketing Manager, COLART AMERICAS,INC, Piscataway, NJ, 1987-1995

Education & Professional Credentials
                        MBA in Finance - SETON HALL UNIVERSITY, South Orange, NJ
                        BS in Marketing – FAIRLEIGH DICKINSON UNIVERSITY, Teaneck, NJ – GPA 3.8
                        Member Phi Zeta Kappa and Phi Omega Epsilon honor societies.
                        AAS in Fashion Buying and Merchandising – FASHION INSTITUTE OF TECHNOLOGY, New York, NY
                        Marketing Excellence Certificate: ANA Center for Marketing Excellence
                        Brand Building & Insights Orientation, Managing Brand Equity, 2004
                        Professional Affiliations:
                        Association of National Advertisers - Member Rep and Member Brand Committee 2003-2011
                        American Marketing Association - President and VP roles, NJ and NV Chapters, 1995 to Present

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