95 Summer St.
Acton, MA 01720
International Marketing Executive with extensive experience working with multilevel personnel to strategize and implement unified message to global sales and channels. Accomplished in website structure and development, social media, content research and creation, extensive vendor management for PR, web design, branding evolutions and internal and external event management.
Managed relationships with analysts and PR agencies
Researched and developed content in support of global sales
Oversaw adherence to brand standards on all collateral, sites and product materials
Strategized and managed sales training events and product demos
Developed ancillary support materials i.e., customer testimonials, case studies, videos
Managed the participation and support for internal and external customer events
Lucent Technologies – Senior Marketing Manager
Worked on the integration of two productlines from separate divisions into the SoftSwitch product. Compiled research from the engineering and development groups and strategic alliances from senior management to produce unified messaging and branding for global sales force. Produced all the internal and external messaging including; website development, product sheets, case studies, video and audio products, support for internal training and tradeshow demonstrations.
Digital Equipment Corporation- Marketing Manager
Developed strategy and directed the implementation of a multi-phased support program for the Prioris Server. Worked with global marketing and sales groups to produce a cohesive brand and product support initiative that included intra and internet content, newsletters, industry analysts, public relations, sales tools, sales training and tradeshow participation. Was awarded “Best in Class” by industry analysts for each new product release.
Lotus Development Corporation- Marketing Specialist
Collaborated with internal and external vendors to produce support materials for internal clients. Working on very tight deadlines, successfully oversaw the production and approval of content, negotiated with external vendors, produced and monitored production schedule, branding and messaging. Was always on time and on budget.
Major strengths include highly skilled interpersonal expertise, negotiating contracts with vendors ranging from public relations, program presenters and design services to installation and dismantle contractors. Working with and supervising staff to accomplish goals for tight deadlines. Providing creative solutions for resolving conflicts affecting the timely delivery of materials, personnel or collateral materials.
Planned and Monitored the reporting of a global marketing initiative excess of $1 million, for a software switching program For Lucent Technologies, to support the international sales force. This included the research, development and distribution of collateral materials, videos and white papers. The planning of all related sales training activities and tradeshows including venue selection, branding, publicity, vendor negotiations, internal and external events, and supervision of support staff to accomplish these activities in a timely and cost efficient manner.
Strategized and Implemented internet marketing plan for The Gold Rush Inc. Through social media, web content and social media upgrades, produced 30% increase in overall gross business. Oversaw additional name recognition campaign through online and hard copy coverage of the business with area newspapers and periodicals.
Researched Competitors analyzed and published the results, supervised the development of competitive comparisons with industry analysts to provide accurate information for field sales.
Drove the Cohesiveness of the international marketing groups for Digital Equipment Corporation oversaw the development of area specific white papers, collateral and support materials taking into account local vernacular, customs and traditions so as to produce materials that were free of inadvertent negative connotations.
Velvet Opus Independent Consulting - Owner, Acton, MA, 2010-present
Lucent Technologies – Sr. Marketing Manager, Marlboro, MA, 1999-2002
Digital Equipment Corporation – Marketing Manager, Marlboro, MA, 1996-1999
Lotus Development Corporation – Marketing Specialist, Cambridge, MA, 1994-1996
Bachelor of Fine Arts, Arizona State University, Tempe AZ
As small business owners we all know the importance of stepping away from the daily requirements of operating our business to work on sustaining and growing our customer base. We also know just how impossible this feels at times. Organized networking organizations have been the best manner that I have found to motivate myself to schedule time for this most important activity. Prior to opening Craft Beer Cellar about a month ago, I was the owner of a very successful embroidery and printing business. Networking in several business, commerce and charitable organizations was a significant part of the marketing program that allowed us to start, grow and sell our profitable business. We belonged to these groups for the entire eight years of ownership, and truly believe that our success was due in large part to in person networking and the resulting word of mouth marketing. The cost effectiveness of this marketing approach is without question the best deal in advertising.
That said, joining a networking organization in itself is not enough. It does take some effort on the part of the business representative to attend group events and when possible, give back to others in the group. It is just as important to select the right networking group for your organization, a group that you are comfortable in, and one with the right leaders and members to be of mutual benefit.
One month into my new venture, and I am confident that joining the Friends of Kevin is one decision that will be essential to the success of Craft Beer Cellar. I am excited to be a member of this group, and look forward to making new friends.
Walter Miska, Head Beer Geek
Craft Beer Cellar of Westford
What is it and what does it do?
If you’ve been on social media, you’ve been exposed to hashtags. When you read some posts, it’s almost impossible to figure out what people are saying because of all those #. So why are people using these pound symbols? What exactly is a hashtag anyway?
A hashtag is a word or phrase that become a tag when the pound symbol (#) precedes it. Social media users can search hashtags, like keywords, and find relevant messages and content. But how can you use hashtags to help your business? Here are three best practices that can be used across any social media site:
Use Relevant Hashtags.
If you post a picture of a product, make sure to include a relevant hashtag. For example, if you are a realtor and post a picture of a new property on the market: #newlisting, #nameoftown, etc are great hashtags. Stay away from hashtags that don’t really speak to the message you’re trying to convey. So what if the house is blue, there’s no need to use the hashtag #blue in your post.
Construct Hashtags Properly.
While it’s ok to create a hashtag phrase with more than one word, #trynottobeobnoxious. Try to construct hashtags that are one or two words only. Not to mention, #please #do #not #hashtag #every #word #like #this. Nobody is going to interact with you on social media if you hashtag “filler” words that aren’t descriptive. You want the hashtags to emphasize your message.
Limit your Hashtags.
Don’t be a “hashtag offender”. Don’t be one of those who add 10+ hashtags to every post on their social media channel. Pick one or two hashtags that are relevant to what you are sharing. Are you posting about a business to business networking event? Adding hashtags like #networking or #b2b are appropriate, but there’s no need to add #makingnewfriends, #Manchester, #ilovemyjob or anything else.
If you’re still unsure about hashtags, get some practice before using them yourself. Visit Facebook and click on a hashtag from a post in your New Feed. Don’t see one? Use the search bar at the top of your Home page, type in #networking, and review what you see in the search results. There are conversations happening on social media sites every day that you and your business should be a part of. Hashtags enhance your content and have the power to open conversations with potential customers. Isn’t #socialmedia great!
Willowfield Web Solutions