Melissa Koenig
Fuquay Varina,NC
Summary
High-performing Senior Category Manager with a robust background in steering product category strategies and managing internal and customer relationships. Strengths lie in market data analysis, identifying growth opportunities, developing marketing strategies and understanding consumer behavior and market dynamics. Known for translating market trends into actionable business strategies that enhance competitive positioning and deliver value to customers. Proven track record of creating impactful cross-functional collaborations leading to successful outcomes.
Overview
30
30
years of professional experience
Work History
Sr. Category Manager & Regulatory Manager- North America
MANN+HUMMEL Purolator Filters LLC
Raleigh , NC
08.2021 - Current
- Develop & execute market insight and customer insight strategies to enhance overall business performance.
- Collect, analyze and interpret internal & external customer data across sources including, but not limited to, syndicated research, digital marketing platforms, customer & business unit sales data, surveys and behavioral analytics
- Develop, lead and educate current customers and potential customers on incremental opportunities across our brands and product lines.
- Translate customer insights into actionable strategies that can be utilized by the sales & marketing teams
- Lead internal and external data analytics teams to create a sales and marketing dashboard which can be expanded to include further customer data, insights and reports
- Lead qualitative & quantitative market research project, with external agencies, on the Cabin Air Filter DIY and DIFM markets
- Lead and direct all US EPA, US State and Canada Registration activities.
Sr. Product Manager-European Automotive Aftermarket
MANN+HUMMEL Purolator Filters LLC
Raleigh , NC
05.2015 - 08.2021
- Develop, execute and manage all new product development projects, communication and marketing activities for the European Automotive & Industrial Filtration aftermarket in North America
- Lead cross functional teams internally to drive new product introduction
- Lead sales meetings and training sessions with distributor and installer customers to assist in business growth
- Manage N.A & Global LCM Projects for MANN-FILTER branded products
- Manage product line maintenance activities including internal and external communication development, photography, packaging updates, sku additions and label updates
- Manage regulatory activities such as EHC & FIFRA
- Create product forecasts and work in cooperation with logistics to manage shipments and inventory across distribution centers
- Develop and maintain Customer & Supplier Contracts and Program Development, Implementation and Renewals
- Develop & Manage Marketing Communication plans for MANN-FILTER in North America
- Develop customer specific marketing campaigns for retail, ecommerce and commercial customers such as NAPA, Amazon, Advance Auto Parts and many others.
Sr. Marketing Manager -Structural Pest Control Termiticides
BASF Corporation
RTP , NC
06.2013 - 05.2015
- Managed new product development projects, communication and marketing activities for the N.A. Termiticide Business Unit
- Responsible for developing and executing short- and long-term portfolio strategy
- Created integrated marketing plans to drive product awareness and demand generation, which contributed to meeting key performance indicators
- Lead outside marketing agency and internal communication teams in regards to creative development activities
- Major responsibilities with the contract agency included determining strategy, writing creative briefs, providing on-going direction, editing and oversight of all marketing development projects
- Marketing activities included the ideation and development of national & regional promotions, training & education videos, power point presentations, TV commercials, national and regional sponsorships, website design, social media, visual aids, literature and advertising campaigns
- Managed the creation and execution of all regional and national tradeshows including tradeshow booth design, manufacturing oversight, implementation, staging and sales training
- Conducted and analyzed market and customer research to gather data and create strategy
- Managed multi-million dollar marketing budget
- Developed financial and operational goals, forecasts and budgets
- Developed & managed a team of product managers to support the SPD business
- Managed customer and third party vendor contracts, new product development & LCM projects from R&D development to commercial launch
- Managed product line maintenance activities including internal and external communication development, packaging updates, sku additions, and label updates.
Marketing Product Manager- Turf & Ornamentals
BASF Corporation
St. Louis , Missouri
01.2008 - 06.2013
- Management responsibilities: Develop and maintain financial and operational forecast for the $70M T&O division
- Managed LCM Projects for T&O utilizing cross functional teams to develop new products from EPA registration approval to market launch
- Manage product line maintenance activities for T&O
- Manage all contracts, communication, production and packaging updates, sku additions, and label updates
- Developed and managed annual marketing plans and budgets
- Oversight of contract agency in regards to marketing project management, editing, market research, advertising, website design and updates, sales collateral, training and education materials
- Designed and implemented customer focus groups, social media marketing campaigns and promotions
- Planned and hosted customer events at the regional and national level
- Designed, managed and implemented regional and national tradeshow booths.
Key Account Manager- Turf, Ornamentals & Animal Health
BASF Corporation
St. Louis , Missouri
01.2008 - 01.2010
- Management responsibilities: Develop, budget, execute and manage all sales activities for the PCS Turf, Ornamental and Animal Health Business
- Managed new product development projects for Animal Health product launches
- Managed Sourcing & Procurement activities for T&0 and Animal Health product lines with 3rd Parties
- Managed B2B sales negotiations including distributor and end-user sales to Turf & Ornamental Greenhouses, Nurseries, Poultry and Swine farms
- Developed and executed territory business plans, analysis on product and market trends, and sales training programs
- Sales territory covered continental US
- BASF Corporation acquired Whitmire Micro-Gen Research Laboratories in 2008
- I held dual roles in Marketing and Key Account Management from 2008-2010.
Marketing Manager & Regional Mid-West Sales Manager
Whitmire Micro-Gen Research Laboratories
St. Louis , Missouri
01.2000 - 01.2008
- Structural pest control, turf & ornamental, animal health and international private label marketing manager across the $125M business units
- Managed the forecast and budget for over 400 SKUs
- Developed and executed national marketing plans, organized and managed new product development projects, conducted market analysis, developed training materials, contracts, advertising, literature, videos and company website
- Trained sales representatives on new products
- Managed outside agency to develop and execute national sales meetings, tradeshows and our annual expo
- Managed Sourcing & Procurement activities for product lines with 3rd Party Vendors.
Sales, Distribution, Inspector & Production Manager
The Huge’ Company/American Sanitation Institute
St. Louis , Missouri
01.1995 - 01.2000
- Pest control products sales & customer service manager
- Key Account and Technical Services Manager
- Production & Distribution Manager of Pest Control Products
- Third-party Inspector and Trainer on quality, sanitation and pest control procedures across hotels, hospitals and food products facilities.
Education
Bachelor of Arts - Biology & Chemistry
Asbury University
Wilmore, Kentucky05.1989
Skills
- Leadership, Collaboration & Business Acumen
- Strong Verbal & Written Communication Skills
- Customer Interaction & Evaluation
- Sales Training & Education
- Market Research, Data Analytics & Business Insight
- Marketing & Communication Skills
- Expert in PowerBI, Tableau and many Microsoft Applications
Timeline
Sr. Category Manager & Regulatory Manager- North America
MANN+HUMMEL Purolator Filters LLC
08.2021 - Current
Sr. Product Manager-European Automotive Aftermarket
MANN+HUMMEL Purolator Filters LLC
05.2015 - 08.2021
Sr. Marketing Manager -Structural Pest Control Termiticides
BASF Corporation
06.2013 - 05.2015
Marketing Product Manager- Turf & Ornamentals
BASF Corporation
01.2008 - 06.2013
Key Account Manager- Turf, Ornamentals & Animal Health
BASF Corporation
01.2008 - 01.2010
Marketing Manager & Regional Mid-West Sales Manager
Whitmire Micro-Gen Research Laboratories
01.2000 - 01.2008
Sales, Distribution, Inspector & Production Manager
The Huge’ Company/American Sanitation Institute
01.1995 - 01.2000
Bachelor of Arts - Biology & Chemistry
Asbury University
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