Jody Collup

• Strategically planed for the future of the organization by developing short, intermediate and long range plans, acquisition strategies, operational efficiencies, change management and technology needs.
• Ensure consistent delivery of all services, promoting strong customer service standards, regulatory compliance and operational efficiency to encourage continuous improvement.
• Determine methods and procedures for executing corporate wide strategic plans, action plan initiatives and programs.
• Progressively managed the marketing, advertising, branding, social media, public relations for new product lines.
• Actively lead, manage and monitor all departmental initiatives to align with corporate development goals as well as strike an appropriate balance with current and future customer needs.

Key Achievements:

• Created interdepartmental processes and communication channels.
• Inspired a culture evolution within the organization to improve the customer experience.
• Spearheaded corporate initiatives to become highly profitable while managing enterprise risk and remaining fiscally sound.
• Led operational oversight and budgetary supervision for the entire organization.
• Aligned organizational objectives with company mission to increase business growth and integrate work strategies.
• Substantially improved productivity while reducing staffing and operational costs.
• Developed and introduced profitable new product lines.
• Negotiated contracts and agreements to secure favorable terms and maximize profits.
• Identified and mitigated operational risks to minimize potential negative impacts on organization.
• Oversaw day-to-day operations to keep organization running smoothly while meeting business goals.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Represented organization at industry conferences and events.
• Developed innovative sales and marketing strategies to facilitate business expansion.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Managed financial, operational and human resources to optimize business performance.
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• Identifies, improved and actively managed operational efficiencies within the organization by measuring and monitoring and altering internal processes.
• Conceptualized, developed and implemented new process controls, approaches and identified appropriate staffing needs within the organization to achieve the objectives of the company.
• Accountable for establishing short, intermediate and long range strategic planning initiatives to exceed the goals and objectives of the organization by analyzing data, preparing budget estimates, developing marketing strategies and implementing policy and procedures within the business units.
• Oversaw all aspects of organizational marketing and ensured alignment with corporate goals.

Key Achievements:

• Streamline operational processes which resulted in cost savings, staff reduction and professional development of key employees.
• Implemented standard processes, procedures and staff training
• Developed improved organizational reporting structure to effectively utilize staff strengths.
• Exceed established budget goals through active participation and leadership in sales management and business development programs.
• Oversaw organizational marketing initiatives
• Planned and executed new product line launch

Hired to facilitate a re-imaging of the company image as well as spearhead the launch of the company’s next-generation product line.

Managed consumer lenders, retail banking, branch networks, member service, relationship managers and business development employees.

• Transformed corporate branding and industry perception of the organization.
• Develop, coordinate and implement branch promotions, sales activities,, marketing efforts, trade show and media events.

Key Achievements:

• Managed marketing budgets to reduce expenses.
• Developed, coordinated and implemented viral marketing strategies.
• Developed overall marketing strategy.
• Managed five-member marketing team comprised of graphic artists, CRM administrator and marketing coordinators.
• Drove company branding efforts to increase market presence and brand recognition.
• Supported business development efforts and coordinated with marketing team on special campaigns.
• Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
• Overhauled existing website content and discontinued multiple ad hoc sites.
• Created and executed the first consistent customer communications plan.
• Created social media presence (Twitter, Facebook, LinkedIn, Bi-weekly blog with RSS feed).
• Developed strategies to incorporate PR and media to further enhance brand and build market share.
• Produced media kits to showcase key marketing analytics and demographics for sales presentations
• Negotiated advertising and commercial sponsorship contracts to save company money.
• Created official company page on various social media platforms to facilitate interaction with customers.
• Increased market awareness and penetration through development of creative collateral.

Created a comprehensive marketing platform for a mortgage software development company in need of a new image.

• Hired and managed the first marketing team in company history
• Facilitated a corporate rebrand – a complete overhaul of existing sales website and creating of collateral materials. Implemented new branding guidelines and style guides for all products.
• Drove initiative to change the business model for the flagship product pricing and deployment structures. This change increased bottom line profits by 30% during the first 6 months of implementation.
• Created and implemented pricing strategies for existing and new entry products.
• Masterminded the plan for the Calyx Professional Services business line, which quickly became the highest profit generator.
• Managed all tradeshow and corporate events. Including the inaugural Calyx Users Group conference with over 200 customers in attendance.
• Initiated and maintained social marketing programs – company blog, Facebook, Twitter, YouTube channel and LinkedIn groups.
• Created email marketing strategies for current customers as well as prospects. Implemented necessary delivery and analysis systems to measure the results.
• Assisted with legal documentation needs for Calyx Network vendors and other contracts.

Responsible for strategic planning, branding and development of communication products such as collateral, scientific abstracts, training materials and promotional items for a key, ROI-based quality improvement program..

Major responsibilities/accomplishments include:

• Creation of departmental marketing plan, tactical calendar, and management of $1 million budget.
• Creation and maintenance of program brand identity.
• Created branding guidelines and developed Style Guide as reference.
• Development of marketing collateral and inventory management of four product lines.
• Creation, launch and maintenance of program recognition plan.
• Creation of content and initial site map for Internet, intranet and print-on-demand system.
• Development of educational course programming (on-line and face-to-face) for customers and field staff.
• Management of national events – conference exhibits, presentations, recognition celebration ceremonies.
• Facilitation of all program-related PR, advertising and direct marketing activities.
• Delivery of several successful direct/virtual-marketing campaigns (Mailed ROI averaged 12%; emailed ROI averaged 60%).
• Assisted with development of selling tactic plan documents for corporate sponsorships.
• Management of Marketing Coordinator and Marketing Contractor activities as well as leader of several collaborative cross-departmental marketing projects.
• Perform market research/environmental scans to aide in product development and strategic program direction including surveys, environment research and focus groups.

Responsible for marketing the commercial HVAC product line, which represented the highest margin dollar business segment for the company.

Major responsibilities included:

• Creation of long-range strategic marketing plan and short-range tactical marketing plan for product line.
• Key Product Development liaison between Research and Development engineers and sales force
• Management of Advertising Campaigns including copywriting, design direction and placement orders.
• Development of Web site content and design; intranet and Internet sites.
• Product-related marketing collateral creation and development – oversaw complete overhaul of existing product lines.
• Development of sales force newsletter and product marketing information for all commercial product lines.
• Managed tradeshow and national sales training events; Trained sales force at national meetings as well as local workshops.
• Facilitated intensive market research and competitive analysis.
• Developed and implemented product launch plans.
• Created positioning/differentiation/pricing and product lifecycle documentation specific to each product for each sales region.
• Conducted pre-and-post ROI analysis for product launches/campaigns/events.

Marketing Intelligence and development of entire marketing line: web, collateral, advertising, special events, pricing models, etc.

Major responsibilities included:

• Quarterly Sr. Leadership reporting for market/environment and competitive analysis.
• Developed and presented market entry and exit strategies and timelines.
• Developed product line pricing model.
• Developed profitability model that allowed margin analysis on a per order basis.
• Managed national and international tradeshow events as well as special promotional events in major markets.
• Developed marketing collateral.
• Creative concept development and management of international and national advertising campaigns.
• Creation of Web site marketing content and supplied creative direction for web design.
• Developed the corporate identity program.
• Accountable for marketing budget maintenance and projections.