Vice President Marketing Communications In Los Angeles Ca Resume Karla Bendel

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KARLA BENDEL MARKETING & COMMUNICATIONS EXECUTIVE Bell Canyon CA, CA 91307 T: (818) 720-5594 / (818) 884-0044 Email: [email protected] Strategic Direction * Revenue & Profit Growth * Market Share Expansion * Compelling Communications Offers a 15+-year track record of achievement using an equal blend of vision, strategy and execution to build integrated marketing products and programs that drive exceptional business performance. AREAS OF EXPERTISE       Strategic Vision & Execution Organizational Turnarounds Sales & Marketing Planning Sales & Product Management Market & Segment Expansion Relationship Marketing       P&L Ownership Social Media Marketing B2B & B2C Experience Sourcing & Contract Negotiation Consumer & Trade Promotions Market & Competitor Analysis “Her vision, leadership and insights helped drive category growth across more than 20 food and beverage brands...record of innovation including launching Nestlé's first true customer loyalty program, a quarterly magazine, a CRM database for differential marketing programs, a culinary innovation center, and much more....” -L.G., Nestle Dynamic, innovative, and highly competitive Senior Marketing Executive with diversified experience elevating strategic B2B and B2C marketing, and communications programs for Fortune 500 and leading global CPG companies. Verifiable track record of success with integrated communications, corporate publicity, social media, consumer activation and engagement programming reinforced with financial acumen targeting organic top line growth through innovative strategic planning. Employs a motivating and empowering leadership technique to build high performance teams committed to exceeding targets while maintaining business critical relationships. QUALIFICATIONS IN ACTION  Award-winning successes in the planning and execution of global and market-specific advertising, promotional and branding campaigns, with experience that spans both the strategic and operational levels.  Success piloting the development of ground-up corporate marketing strategies for the North American and global markets spanning B2B and B2C digital and integrated marketing methodologies.  Proven capacity to devise, develop, and rollout highly competitive strategic marketing visions, with demonstrable talent for creative ‘outside-the-box’ strategic planning, and high-impact brand revitalizations.  Infuses collaborative leadership style with an uncompromising work ethic to create accelerated business performance and inspirational corporate culture for co-workers, customers and consumers. “She set herself and her team up for success, choosing objectives that would have the highest impact on the business that at the same time stretched our capabilities and challenged us” -Former Subordinate, Nestlé PROFESSIONAL EXPERIENCE SENIOR DIRECTOR – Marketing Communications & Customer Care Aramark Corporation, Burbank CA 2011 CAREER SUMMARY: Engaged by this leading global supplier of managed business services to spearhead the development of a new marketing and communications department and a proprietary customer satisfaction program for this multi-billion division of the company while leading cutting-edge improvements in Internet exposure, digital marketing strategy, and search engine optimization. KARLA BENDEL Page 2 PROFESSIONAL EXPERIENCE, Aramark Corp., Continued… SELECTED CONTRIBUTIONS & ACHIEVEMENTS  Overturned 15+ years of brand stagnation and -13% YOY market share loss through the creation of a cohesive brand positioning strategy to reinvigorate all marketing, PR, and media activities. Restructured the customer care initiative with a revamped employee and external customer engagement process that galvanized 2 bps improvement and #1 Net Promoter Score.  Led Marketing Communications for a $1.8B division of a $12B B2B. Directed 10-member team. Conceptualized and activated a 3 year strategy from the ground up.    Created the company’s inaugural digital marketing strategy including a new customer care web platform and B2B social media initiative. Administered a $10M marketing communications budget including advertising, PR, digital media, merchandising, research, and creative. Drove critical cost containment measures producing $1.2M in savings within the first 4 months of tenure. SENIOR EXECUTIVE DIRECTOR – Corporate Marketing & Integrated Services MARKETING DIRECTOR – Licensed Properties & Product Innovation MARKETING MANAGER – Marketing Services Nestlé USA / Nestlé Professional North America, Glendale CA 1996-2010 1993-1996 1991-1992 CAREER SUMMARY: Held a progressive career with the world’s largest food, beverage and nutrition company, with core leadership of the development and activation of short- and long-term strategies spanning integrated corporate communications designed to elevate Nestlé Professional as an industry leader in creative food and beverage brands, products, and innovative solutions. Directed equity management for all corporate portfolio brands and differential marketing platforms for customer and consumer relationship initiatives. MARKETING COMMUNICATIONS IMPACT         Transformed corporation’s communication, community and market image with a multi-million dollar strategic communications program that increased brand equity 300% over 3 years across North America. Co-founded and launched a proprietary CRM customer loyalty program for launch in multiple Nestlé Professional global markets with over 1M participants that generated $500M in revenue annually. Catalyzed $110M in revenue through the design and incorporation of mobile marketing and Smartphone apps into integrated marketing and sales campaigns that increased impressions and demand by 98% Boosted brand profitability while increasing average customer value by 28% via a multi-tiered customer VIP engagement campaigns. Grew online marketing revenue 54% within one year with average annual increases of 28% over five years. Designed, developed & published Mix Magazine growing request based circulation by 100K and making it the 2nd largest publication in the industry. Initiated a $30M pilot e-commerce initiative that included negotiating a key partnership distribution program with FedEx. Restored relationships & business with a program aimed at turning around customer dissatisfaction achieving 70% success. Continued... KARLA BENDEL PROFESSIONAL EXPERIENCE, Nestlé, Continued… PAGE 3 STRATEGIC LEADERSHIP & IMPROVEMENT “In the richest and best sense, Karla understands what effective marketing is and how it can be used to support and advance corporate goals...” -Patricia D., Publisher  Reversed a 18 month decline in sales and brand equity to deliver a revenue stream of +$36M, far exceeding annual revenue targets of $8M and increasing market share from 0.5% to nearly 2%.  Provided strategic direction for the $23mil Nestle Professional Innovation Campus including a R&D and customer development process aimed at improving success rates for new products 38%.  Improved lead generation ROI by 50% through the deployment of targeted segmentation strategy and automated CRM system powered key insight analysis.   Achieved a 25% sales growth in new channels and increased new customers by 15% by refocusing business away from underperforming channels and targeting new emerging markets. Drove strategic product development and promotions with key licensed partners including Disney, The Simpsons, the NBA, NHL and Major League Baseball, United Airlines, McDonald’s and American Express. PUBLIC RELATIONS & CORPORATE COMMUNICATIONS  Served in a high profile role, responsible for developing and implementing a company-wide communications strategy including providing support and counsel to CEO and executive team, management of crisis communications and developing media relations. Orchestrated the Nestle Innovation Campus launch event that included planning, producing, and executing a multimillion dollar executive conference and leadership event. Hosted a global media corps of 160+ and conducted multiple online media press events generating over two billion impressions. Nurtured alliances with key media influencers and high profile, industry-leading chefs to build a one of a kind advocacy network.    STAFF ENGAGEMENT  Built and mobilized cross functional micro-groups into an Integrated Marketing Department of 15+ across media, publicity and events, promotions, database solutions, sales and financial reporting, corporate communications, direct marketing, and marketing intelligence. Awards & Recognition  Won the PMAA Promotional Marketer of the Year and Promotion of the Year Gold Reggie.  Finalist for Deliver Magazine MAIL award in the B2B category.  Earned the Nestlé North American ‘Very Best Marketer’ Award in 2007; finalist in 2006 and 2008.  Nominated for Women’s Foodservices Forum “Trail Blazer” Award for 2008.  Served as Corporate Ambassador, Board Member and Committee Chair across several industry and professional organizations.  Guest lecturer, presenter and panellist.  Directed agency and vendor relationships, media contracts, and managed a $23M annual corporate marketing budget.  Drove cost containment efforts that delivered over $5.5M savings over three years. Education & Training EXECUTIVE DEVELOPMENT COURSES London School of Business, London, United Kingdom EXECUTIVE COURSE IN CULINARY SKILLS, Culinary Institute of America, St. Helena, CA BACHELOR OF ARTS WITH EMPHASIS IN BUSINESS University of California, Los Angeles, CA