Competitive Analysis Template Ad Agencies by slm17766


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									SHERRY CONDRY-EVANS                                                                                RÉSUMÉ
                                                   1620 Green Ridge Road, Berthoud, CO 80513
                                                   Phone: (303)776-8897

SUMMARY: Broad based experience in domestic and international product, marketing and sales
management for high-tech Fortune 50, SMB and start-up firms specializing in SAP dB refresh software, web
services software, data storage hardware/software/services, computerized laser engravers, electronic
balances, laser power/energy measuring devices and precision speed reducers. Responsibilities include:
business, marketing, sales and support plan generation and implementation, product definition and
roadmap, development team and supply chain support, beta and usability test management, product pricing
and forecasting, competitive analysis, market research, management and training of marketing, sales and
support teams, market launch, MARCOM management, trade show management, establishment of global
product distribution, B2B, OEM and channel sales contract generation and negotiation, investor and industry
analyst relations.

OBJECTIVES: Continued growth in marketing management with a market driven dynamic high-technology firm.


MINDWORKS, INC., 12202 Airport Way, Suite 157 – Broomfield, CO 8002
(8/07 – 1/08) Software Product Manager, SAP Production dB Refresh
Accomplishments, duties & responsibilities:

      Product and Project Manager for new Software Div. of MindWorks’ SelectRefresh for SAP software which
       rapidly populates non-production SAP databases with user defined subsets of Production data
      Surveyed new and existing customers on use models, new feature and user manual needs
      Established list pricing and discounts
      Generated new product development roadmap, revision plan, installation plan, demo plan, POC and RFQ
       plans and sales templates
      Generated Go To Market, launch and sales plan
      Managed product branding, data sheet and website generation
      Updated competitive matrix and generated new SWOT analysis
      Managed filing of patent and trademark applications
      Managed New Product Announcement template generation and email launch blast-o-gram
      Generated Service/Support plan

(6/06 – 8/07) Digital cameras and digital image processing software

CONTIVO, INC., 2880 Zanker Rd., Suite 203 - San Jose, CA 95134
(4/06 – 6/06) Director Marketing, IT Web Services
Accomplishments, duties & responsibilities:

      Generated marketing plan, budget and event calendar for re-launch of Contivo, Inc. and launch of Contivo
       Builder, a new XML Schema development software suite for ease of design and implementation of
       enterprise web services software
      Invented and announced new Contivo tag line
      Simplified product text and layout for current MARCOM and future Contivo web home page
      Designed and authored 3 new data sheets
      Designed sales content and formal invitation to webinar for email mass mailer
        Provided extensive marketing consulting to CEO, Chairman & CTO, VP Sales and VP Engineering

(2/04 – 4/06) Digital cameras and digital image processing software

HEWLETT-PACKARD CO. NEARLINE STORAGE DIV., 825 14 th St. SW - Loveland, CO 80537
(2/96 – 2/04) Sr. Product Manager, Data Storage and Management
Accomplishments, duties & responsibilities:

    Researched, defined, supported engineering of, launched, supported marketing, sales, supply chain and
     service/support of new modular, scalable SureStore tape library platform, a $19M development and marketing
     investment which was completed on time, under budget and earned an industry first 30% market share in its first
     12 months of shipment under my management:
          Division and Group level HP executive staff updates for support and funding
          Generated new product definition process, PRD template, product lifecycle process and manufacturing
          Generated value proposition, sales and manufacturing forecasts, regional pricing and discounts,
              roadmaps, sales tools, web content, collateral and Marcom content, marketing plan and marketing
              requirements doc
          Conducted onsite and online product presentations and training for domestic and international outbound
              marketing teams, sales teams and end customers
          Successfully negotiated with HP server and array divisions to include library in their order/configuration
              tools and with their products on HP corporate price list, a first for HP Nearline Storage
          Go to person for engineering, marketing, ISVs, suppliers, channel and OEM partners, direct HP sales,
              industry analysts and customers for SureStore library family
     Founding member of ProLiant Server/Nearline Storage Tape Drive and Automation Interlock Steering
      Committee which brought pre-merger Compaq and HP executives and sales teams together to ensure SureStore
      storage was being sold with ProLiant servers. Generated, published and conducted worldwide sales training
      with first server/tape positioning tool used by internal sales/marketing teams, technical qualification teams and
      external sales channels
     Managed value add manageability and diagnostic software solutions development team, providing licensing
      research, competitive, sales forecast and go-to-market consulting
     Generated preliminary HP ILM product definition, competitive and market sizing which led to approval of new
      ILM business unit, and acquisition of Persist Technology, a storage software firm
     Managed post-merger warranty reduction initiative, which saved Nearline Storage over $1 million in warranty
      costs by end of the first quarter of implementation
     Coordinated pre-merger Compaq and HP product marketing and marketing teams, and authored plan for
      maintaining tape automation revenues during product line merger
     Managed development of serverless backup solution and joint launch with HP disc array and backup software
      divisions, managed inexpensive FC switch for midrange library platform; managed post merger Compaq router
      portfolio rebranding, pricing, launch and service issues; managed first HP media operations software bundle in
      HP enterprise libraries with post-merger cross-functional product marketing and supply chain teams; managed
      market research leading to strategic business decision to not offer SDLT tape drives in HP tape libraries and
      communicated decision to industry partners, analysts and PR agencies; managed integration and launch of HP
      Ultrium LTO tape drive through midrange library and autoloader products which moved HP Ultrium LTO into
      the storage industry’s volume and price leader
     Selected for and completed HP LEAD Program (leadership/management course) and led cross functional team
      on definition of “the future of tape” for final LEAD project
     Recruited, hired, managed and mentored two product marketing Seed Students - both later hired by HP
     Formed SSD’s first cross functional Usability Core Team, defined Usability process for SSD product
      development and incorporated Usability test findings into midrange tape library family

(4/94 – 5/95) Director of Marketing, Tape Automation
Accomplishments, duties & responsibilities:
   Managed product managers, learning products manager and technical marketing team
   Researched market and sales potential for a new concept in rack mounted 19” scalable automated tape library,
    and was instrumental in sale of new library concept to targeted investors which resulted in the formation of
    MediaLogic ADL
   Managed outside Agency for collateral and advertising development
       Participated in selection of the new corporate name, ID and branding
     Produced and implemented comprehensive marketing/sales plan
     Planned and directed new product launch resulting in worldwide market awareness of MediaLogic Scalable
        Library Architecture (SLA) products
        - Defined scalable product family mix and designated model numbers
        - Defined sales channel, targeted and signed value added reseller (VAR) partners in distribution channel
        - Developed comprehensive VAR program (pricing, VAR Training Guide, VAR sales and product
            training courses, lead referral/qualification and demo equipment program)
        - Managed outside PR company on comprehensive PR campaign which announced new company,
            products, distribution partners and software partners simultaneously
        - Managed Comdex Fall ’95 trade show roll out, including booth and suite management
        - Conducted technical product seminar presentations in eight domestic 1994/1995 Dataquest Invitational
            Computer Conferences
         Created complete industry wide competitive product comparison matrix with pricing
         Sourced, designed and managed 10,000 record corporate database
         Managed in-house technical writing staff in generation of library User Manuals and was the liaison with
            engineering concerning market driven product specifications and product usability
         Established beta test sites for pre-production products
         Sourced third party backup and hierarchical storage management (HSM) software partners
         Established customer contact reporting and sales lead fulfillment process
         Established and managed marketing budget, monthly sales order backlog and sales forecast

(1/91 – 1/94) Director of Marketing, Tape Automation
Accomplishments, duties & responsibilities:

   Established new corporation with state and federal agencies
   Conducted and analyzed market research for new, unattended, robotically actuated 5 1/4" form factor tape
    backup system
   Generated and implemented comprehensive marketing plan
   Orchestrated complete new product launch with limited funding, resulting in worldwide industry awareness of
    the FlatPak Autochanger
        - Defined product specifications based on user requirements
        - Established new product pricing and distribution strategies
        - Created ad copy and campaign, brochures and direct mail campaign
        - Implemented new product PR campaign and earned Editor's Choice in CTR magazine
        - Product demos in Invitational Computer Conferences and Computer Storage Expo
   Designed, created and maintained customer database
   Generated technical product descriptions and User Manuals
   Defined major domestic and international OEM and VAR/Integrators, including:
        - Establishing contacts and demonstrating products in U.S. and Europe
        - Selling and supporting over 30 pre-production evaluation units
        - Generating and negotiating OEM and development contracts
   Sourced and qualified third party backup software (ISV) partners
   Liaison between contract firmware and SCSI developers, in-house engineering and end users

(11/89 – 1/91) Product Manager, Computerized Laser Engraving
Accomplishments, duties & responsibilities:

   Conducted and analyzed market research, made recommendation to proceed and managed development of new
    networked computerized laser engraving product for small business and home business markets
        - Generated Marketing Plan, defined commercial channel, defined and tested third party scanner option
           and custom software feature set
        - Managed first off-site beta test program utilizing 7 laser engraving systems and 5 testers
        - Defined hardware/software product specifications, approved User/Service Manuals
        - Managed software testing team
        - Provided technical support to sales team and end customers
        - Conducted international product training at customer sites
        - Product launch support, including advertising/sales collateral content and approval, demos and customer
           training at WW gift and engraving industry trade shows
   Created and implemented corporate network database management system

(4/87 – 11/89) Marketing Manager, Speed Reducers (toothless, greaseless gear boxes)
Accomplishments, duties & responsibilities:

   Conducted market research and generated positioning, pricing and sales/marketing collateral for new patented
    concept in an environmentally “green” precision speed reducer product
       - Owned product updates and liaison with investors
       - Managed Marketing Administrator
       - Designed and implemented computer database management system
       - Organized and managed WW patent filing process and documentation library

(5/81 – 4/87) Product Manager, Electronic Laboratory and Medical Products
Accomplishments, duties & responsibilities:

   Established, trained and managed domestic and international sales force consisting of 42 direct manufacturer’s
    representatives and stocking distributors in North America, South America, Europe, India and the Pacific Rim
    for sales of electronic microprocessor controlled balances and laser power/energy measuring devices
    (calorimeters) for medical, educational and government research laboratory industries
   Developed and implemented long-range strategic plan resulting in significant revenue growth
   Managed advertising (agency and media selection, ad placement, copy approval and brochure design), tracked
    and generated monthly statistical analysis of advertising vs. sales results
   Managed sales forecast, order entry, direct mail, advertising and 6 in-house telemarketers
   Customer Service coordinator for special applications
   Defined potential OEM customers
   Managed NBS Handbook 44 approvals and state level Weights & Measures certifications
   Interviewed and hired first Market Researcher
   Managed out-of-house sales lead processing personnel

MBA (University of Phoenix) 1990
BA (University of Colorado)
Major: Communication Disorders and Speech Science - Minor: Psychology
AA (Palomar College, San Marcos, CA)
Major: General Education

HONORS:         Alpha Gamma Sigma Honor Society, Dean's List

ADDITIONAL EDUCATION: Data Architecture and SOA from Burton Group, HP LEAD Program, Fibre Channel
course from Fibre Channel Group LLC, Interstat Market Analysis, Business Bridge Program from Tuck School of
Business, Quality Education series from Melco Industries, Development of Interpersonal Communication Skills and
Business Writing Workshop from Mountain States Employers Council (3 CEU), Effective Phone Communication from
Mountain Bell, Export Documentation from Educational Development for International Trade, Inc., Freight Forwarding
Fundamentals from Airborne and Circle Airfreight, User-Centered Interface Design from J. Rubin Assoc. and Concept
Engineering from The Center for Quality of Management.

REFERENCES: Available upon request

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