Susie Hays - My Resume

Creating + Empowering Brands. Marketing & Management

EXPERTISE

Accomplished, result-proven, data-driven, purposeful creative marketing and business development leader with over 25 years of building brands and companies. A self-starter and out-of-the-box thinker who is passionate about looking at the entire customer journey and identifying opportunities that meet both customer and business needs. A change agent who can look strategically at the business as a whole and lead multiple teams in a complex, global environment toward a common goal. Proven track record of working autonomously with limited resources to achieve aggressive corporate objectives. Experienced particular success in driving revenue improvements, market share, brand recognition and enhance customer loyalty – well beyond the reach of expected marketing efforts. Entrepreneurial and action oriented. Characterized as growth catalyst, multi-faceted leader, and hands-on executive with rich career history marked by an outstanding ability to develop and launch marketing programs for new products, new alliances and new distribution channels from zero to revenue.

EXPERIENCE

Q2MARK - a Marketing Communications & Design Consultancy. Contract Chief Marketing OfficerThere’s more than one way to succeed business. But one thing’s for sure: a trusted advisor is always the right place to start. For more than 25 years, companies world-wide have relied on Q2Mark’s honest insights to help create their brands, launch new products, improve customer loyalty, solve challenges and build more successful businesses.

CMO January 2009 - Present

Distinguished consulting initiatives and marketing communications have included work for HORN Animal Wellness [La Mirada, CA], Solazyme Health Sciences [San Francisco, CA], Bledsoe Brace Systems [Grand Prairie, Texas], United Orthopedic Group [Carlsbad, CA], Viscent Orthopedic Solutions [Plano, TX], the Nelson Charitable Foundation (Greg Nelson: the Founder of DonJoy and Breg) [Carlsbad, CA], KonaRed [San Clemente, CA], Nutralliance [Yorba Linda, CA], DRE Power & Cabling [Orange, CA], Ethical Naturals [San Anselmo, CA], GoldenGate Nutritionals [Redwood City, CA], AIDP [City of Industy, CA], and Geiger Law Office [Carlsbad, CA] among other global accounts.

B&D Nutritional IngredientsA national leader in sales and marketing of science-based premier raw materials essential to the manufacturing of nutraceuticals, functional food and beverages and personal care markets. Global, valued principals included: ADM Nutrition [Decatur, IL], Brassica Protection Products [Baltimore, MD], DSM [Parsippany, NJ], Embria Health Sciences [Ankeny, IA], Enzo [New Zealand], Hamari [Japan], Hosoda [Japan], InnoBio [China], Javaplant [Java, Indonesia], Kalsec [Kalamazoo, MI], Kemin Health [Desmoines, IA], KonaRed [Kalaheo, HI], Matsutani [Japan], Polyphenolics [Madera, CA], Sawasabi [New Zealand], Solazyme Health Sciences [San Francisco, CA], Triphase Pharmaceuticals [India], Unique Biotech [India] and Vitatene [Italy]

VICE PRESIDENT MARKETING & COMMUNICATIONS 2011 – September 2014 SENIOR MARKETING DIRECTOR 2006 – 2011

While in Vista, CA directed corporate marketing strategies, tactics, and execution including product management, marketing, website digital assets, events and public relation services for over 21 global principals. Spearheads marketing initiatives for clinically-studied ingredients with responsibility for 140 international products including regulatory. Managed creative teams, outside vendors, and contractors. Lead non-disclosure, trademark license and sales agreements between B&D, principals and manufacturers. Reported to the CEO/Chairman and during his absence, represented CEO at industry committee executive board meetings in Washington D.C. Key Achievements:• Proposed ADM’s successful consumer outreach program and provided strategic, creative and

implementation direction. Realized over 42,000 Facebook likes and engagements and trade support. Used as a sales tool for manufacturers and loyalty asset for clients.

• Secured free editorial coverage from NutraIngredients for Javaplant with a reach of over 40,000

• Produced 132% increase in sales by repositioning stagnate Betanat brand to a Natural Choice Beta-carotene and U.S. Product Innovation of the Year Award Campaign.

• Generated $14M+ in new product sales in 5 years by spearheading new product development and launches.

• Delivered 215% increase in unique hits in the first year through development and introduction of

Susanne L. Hays

• Strategic & Tactical Market Planning

• Market Opportunity Identification & Positioning

• Product Development & Launches

• Brand Development & Market Expansion

• Portfolio Management & Customer Retention

• Market-Based Pricing Strategies & ROI

• E-Marketing & E-Commerce

• Creative Branding & Marketing Communications

• Strategic Alliances, Joint Ventures & Partnerships

• Market Research & Analysis

• Integrated Sales & Marketing Strategies

• Team Building & Leadership

• Product Refinement & Life Cycle Management

• Budget Preparation & Management

• Print, Social Media & Direct Response Promotional Campaigns

• Public Relations & Events

• Operations & P&L Management

• Business Development & Account Relations

SENIOR MARKETING EXECUTIVE - B2B and B2C

• t: 760.458.9201 • e: [email protected] • Twitter: @SusieHays • LinkedIn: SusieHays

website acquisition strategy including SEO and email campaigns.

• Added a new profit center, increasing revenues and free reach. Conceptualized, proposed, developed and managed the marketing profit center. This strategy included additional insertions and reach without expenses to B&D.

• Improved customer retention through development of a CRM strategy.

• Achieved 150+% ROIs and two new product launches for developing marketing acquisition plan including prototyping, e-mail campaigns, events and promotional literature.

• Improved database by 48% and increased influencer sign-ups customer loyalty programs and webinar events.

• Recognized as ADM’s top sales and marketing team 7+ years

• Lobbying efforts in Washington D.C. helped finalize Good Manufacturing Practices for industry.

• Marketing strategy recognized by the Nutritional Business Journal: invented, developed and implemented B&D’s marketing tactics to connect with influential people in the industry.

Viscent, LLCA better and entirely different nutrition-based wellness company, Viscent’s mission was to provide customers with products and services needed to improve their quality of life in a safe and simple way. The program supports a balanced approach to healthy living – one in which enlightenment plays a key role.

VICE PRESIDENT BUSINESS DEVELOPMENT & MARKETING 2004 - 2006

Investigated markets to determine profitability ratios and developed innovative marketing programs to solicit and build the business from fruition. Expanded business from initial regional focus to a national presence. Created the Viscent brand, packaging, web environment - including e-commerce system, collateral, tradeshows, public relations, print media, broadcast media and corporate communications. Managed all phases of product development and introduction to market. Secured regulatory process for packaging, communications and price point. Built business through direct marketing programs, events, alliances, corporate partnerships, representatives, agents, brokers, and retailers. Responsible for directing the overall administration and operations of the business with four direct reports, management of creative and production agencies, developing, preparing and implementing short-range and long-range business plans, which include sales/marketing, client/owner relations, purchasing, inventory, accounting and customer service to meet or exceed strategic, financial, corporate growth and profit objectives.Key Achievements:

• Secured over 110 agents, 30 retailers, four recruiters, a West Coast broker, and national distributor.

• Entered an alliance with Jazzercise, a multimillion-dollar fitness business, to provide Viscent products and services nationally.

• Developed customer base from zero to over 300 in the first year and then grew customer base by over 100% within the next seven months.

• Increased profit margin by 17% when reallocating fulfillment tasks.

• Pioneered company’s entry into e-commerce by leading formation of E-based capabilities including website, e-offers, e-tracking, e-orders and e-mail marketing.

Danhausen GroupAn award-winning, full-service marketing/advertising/communications firm specializing in providing dynamic creative with a purpose – from in-depth strategic research to corporate branding to direct response.

ACCOUNT MANAGER 1999 - 2004

Lead member of the management team responsible for seven direct reports, developing and maintaining relationships between the agency and clients along with account services and operational processes. Immersed in both the clients’ businesses and the agency business to market products and services analytically and tactically. Analyzed client input, together with background knowledge and research, to invent communication strategies. Effectively presented and sold concepts and media plans to clients. Managed budgets, timelines, tracked results and cultivated client relationships.Key Achievements:• Society Brass Collection, Kwikset: Defined a brand: by planning, developing and executing

the core values and marketing position. Annualized revenues in excess of $19 million, exceeding sales projections by $7 million.

• Shea Financial Services: Comprehensive brand identity, marketing initiatives and promotions to cross-sell additional businesses to Shea Homes clients. Recognized by MAME as an industry marketing success for 2003.

• Won Best of Show at Macworld. New product launch received Macworld’s highest honor: Best of Show. Product launch resulted in over 2,000 units purchased during Macworld.

• Designed and developed a how-to interactive CD-ROM for Hewlett-Packard as an OEM product for MGE UPS Systems.

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• H&R Block Mortgage: Regional promotions (postcards, flyers, recruitment inserts and advertising).

• John Wayne Airport: “Close to Home. Close to Perfect.” campaign and web site development.

Deluxe Color Printers, Inc.,A high-quality commercial printing company serving the advertising and marketing community. Bringing knowledge of the digital age and offset printing, along with marketing expertise, to pro-vide complete solutions for customers.

DIRECTOR OF MARKETING 1997 - 1999

Analyzed, planned and executed marketing activities in order to build sales and profitability. Key Achievements:• Garnered top industry awards, including a Best of Show issued by the Printing Industry

Association and a national BENNY award.• Surpassed annual sales goals each year.

Choice Lithographics, Inc.One of the leading full-service commercial printers in Orange County specializing in offset printing of brochures, artist prints, literature and government communications.

MARKETING DIRECTOR/CUSTOMER SERVICE MANAGER 1995 - 1997

Responsible for renovation of corporate facility, new corporate identity, and marketing program. Supervised and controlled all aspects of account service with five direct reports, including new business development, customer relations, production management, scheduling, estimating, and purchasing.

Computer Image Systems, Inc.An industry leader in large format printing, outdoor advertising graphics, billboard printing, and interior graphics. Revolutionized visual display upon launching its patented digital print technology, changing the way outdoor advertising was executed worldwide.

MARKETING DIRECTOR 1993 - 1995

Lead objectives and programs for sales and marketing initiatives of the company. Conceptualized and oversaw production of promotions and events. Accountable for daily production schedule or entire printing facility and human resource management.ASSISTANT NATIONAL SALES MANAGER 1991 - 1993

Accountable for achievement of annual revenue through management of eight account executives. Established and supervised traffic/customer service department.Key Achievements:• Awarded production of the largest outdoor buy in history for McDonald’s.• Exceeded annual corporate goals each year.• Accountable for production of the most expensive billboard in the world for Kenar.

EDUCATION

University of California, Irvine – Bachelor of Arts, Studio Art 1991• Honors: Dean’s Honor List - 1987 - 1991• Golden Key Honorary Society • UCI Diamond Honor Recipient

Print Production Courses• Brooks & Frank – 1996• Barry Brooks, DDB Needham, Los Angeles – 1992Social Media Success Summit 2012 - 2013 & Social Media Marketing World 2013 - 2014

Social Media Examiner Certifications: Social Media, Facebook & Blogging

CAREER & COMMUNITY INVOLVEMENT

Society Media Marketing Society, Founding Member 2014 - Present Volunteer, Carlsbad Softball Association - Creative Director 2009 - Present Communications & Media Outreach Committee Member, Council for Responsible Nutrition 2006 - Sept. 2014Member, National Association of Professional Women 2011 - 2013Volunteer, Meet the Masters Instructor - Pacific Rim Elementary, Carlsbad School District 2004 -2009Member, Advertising Production Association of Orange County 1995 - 2004Board of Directors – Advisor, The AdClub of Orange County 1998Board of Directors – Advisor, Advertising Production Association of OC 1997 - 1998Kappa Kappa Gamma Sorority, Various Offices Held 1988 - 1991

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Susie Hays - My Resume

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