Tara Coen

In my new role as Director of Product & Marketing, I am responsible for working with the Senior Leadership Team to define and execute the corporate strategy, marketing plan, and lead the Product & Marketing Team on managing the product life cycle and new product development. A key component of the role also involves working with the CEO/Owner in Key Account management, developing promotions, special pricing, and line reviews. My team is responsible for end-to-end management of the product life cycle, including sourcing, factory selection, negotiation, pricing, product launch and rationalization, assortment and line reviews, as well as any and all digital and traditional marketing. As a very lean team, my role is very hands on.

For two years, I was the Product Manager responsible for Hand Tools, LED Lighting and Worksite Accessories (~800 SKUS). In this role I managed, sourced, negotiated and launched several products, including complete development of our latest category, textile worksite accessories. Product Managers at Task Tools are also responsible for the marketing of their products, including development of marketing copy and creative direction for sales materials, as well as educating the sales team on technical features and benefits. Further, as a result of my digital background, I took on various projects, including the implementation and management of our Pardot instance which has been predominately used for email marketing purposes.

KARTNERS was a young company (<5 years) specializing in all brass bathroom accessories. Targeting the new construction sector while also supporting high-end home renovations, accessories are sold through a dealer network, similar to a franchise network but with less control and influence. - First mandate was to develop forms and processes to better support our customers and dealer network. Fillable forms were designed and deployed via online Representative Portal (3m project) - Complete the price book and supporting materials, including brochures and sell sheets (3m project) - Major website update for dealer listings, product updates, etc. Learned a new CMS in the process, CMS Builder. Built the product database to support our dealer network that provided a complete product list, features, and images for outsourced website content providers (Bravo Business Media) - Coordination and development of creative for IDS West 2016. Designed a product spinner to showcase bath ware collections in a new way, developed eye-catching romance copy, created a scaled planogram of the new booth layout, developed and coordinated supportive marketing activities. (6m) DAY-TO-DAY RESPONSIBILITIES Representative communication, social media development, graphic design for several pending projects, product launch coordination, trade show management, various administrative tasks.

- Worked with outsourced developers to rebuild the Kryton Distributor Portal in WordPress to better serve the network and make updating and maintenance a breeze. This resulted in a significant increase in user activity and adoption - Managed and directed website overhaul that included best practice research for mobility and content, a major overhaul of the information architecture, and a Google Analytics and AdWords audit to provide insight and analysis on what was (and wasn’t) working - Managed department resources, projects, priorities, budget, and manage-up to the Director of Marketing. - Created several unique marketing pieces, including an innovative sample kit for a swellable waterstop and highly-targeted direct mail piece (pending deployment upon my departure) - Changed up the EMS (Email Marketing Service) to provide better metrics, fleshed out the database for better targeting and segmentation, create new templates that eliminated the need to rely on an already taxed resource (Graphic Designer) DAY-TO-DAY RESPONSIBILITIES 20+ tradeshows/sponsorships executed, manage the Co-Op Marketing program, promotional materials selection, vendor/supplier management, and reduced spending on all printed collateral – but not quality or quantity, purchasing and administration

Above dates relate to full time employment. After February, I continued to freelance/contract. At Waves, I began by formalizing the marketing plan, developing our key activities for the next fiscal year, analyzing existing programs and determining their value. During the past six months I have: - Developed the marketing strategy for 2015 and developed supportive marketing plans to meet our goals - Worked directly with the Director of Food and Beverage to develop and execute promotions, providing creative direction and copy-writing that is on brand, and on time. - Developed all social media accounts and introduced regular metrics and reporting - Executed a site update to include Google Analytics for web reporting, goal setting set for 2015 - Managed our web properties, and have now started to make the wishlist for a feature update for 2015 - Completed various projects related to brand management and development - Franchisee support for local marketing activities - Sourcing and developing events collateral (tent, signage, logistics) and developing the events calendar for 2015 - Started an online advertising test using Facebook (a first at Waves), currently developing an Adwords program for the franchising component of our business

• Developed, coordinated, and monitored a targeted marketing budget, including the advertising plan and trade show budget • Single-handedly managed the participation of 25+ trade show per year, from display development, supplier selection and logistics coordination, bringing together multiple departments to successfully execute show participation • Project management in several forms, including event planning and execution, retail product line reviews, and catalogue production • Selection and coordination of advertising activities across multiple channels (b2b, b2c) on local and national platforms in both traditional and digital media • First line creative direction, proofreading, and copywriting for the design team • Cross-functional team liaison, acting as point person for marketing requirements, coordinating the service requests and prioritizing department projects • Supplier selection and management, coordination of marketing materials fulfillment, vendor relations • Email marketing strategy, development, and management and direction to Web & Database Coordinator for execution and design • Development of product display methods and standards guidelines manual for each display team • Coordination of planograms, load-ins, and development of custom merchandising fixtures • Development of RFPs for marketing related services and subsequent supplier selection • Management and curating of social media channels (in development) • Assisted in the recruitment process, posting positions, screening applicants and most recently, interviewing candidates for an internship

- Define and execute social media campaign - Write and design marketing materials - Conceptualize, write, and execute email marketing campaigns using My Emma and Constant Contact - Event planning/management - Evaluation and implementation of survey software for quality control - Define, plan, and execute a variety or marketing programs, including research - Administer and maintain HRM database for marketing purposes - Aid in job ad creation and submission to multiple posting sights - Management of website redesign project from late design phase to going live. Management of copywriter/corporate relationship, liaise between suppliers - Source and select suppliers for a variety of projects including marketing materials, signage, EMS, etc.

Provided Marketing consulting for various companies.

• Manages, creates, and implements a six-figure marketing budget for the six branches in the Pacific Region, while coordinating directives of Montreal Head Office • Key member of the Pacific Leadership Team, responsible for leading workshops and presenting marketing activities to Branch Managers, occasionally running staff-level workshops • Works directly with the sales team to improve sales materials, proposals, and identify key targets • Delegated marketing tasks to temporary staff such as mailer preparation and telemarketing activities • Coordinated with Montreal creative team to carry out vision for local advertising ideas and direct mail initiatives • Initiated permission-based email marketing to write press releases, newsletters, and invitations to both prospective and existing customers • Created a unique online portal for customers using WordPress CMS which supported the newsletter and improved customer communication • Provides consultation on several national marketing projects • Created and manages the company Facebook presence • Initiated monitoring of social networks, like Twitter, to address positive and negative feedback • Strategizes and coordinates the creation of brand elements for public venues (arenas, cafes, restaurants) • Solicit, evaluate, and select proposals to support marketing, including; research, signage, printing, promotional items, and trade show booth materials • Select and manage all trade show requirements • Created a ROI tracking method to ensure all marketing resources were being used effectively • Increased web leads by 80% YOY in last fiscal

• Update and improve marketing materials to improve brand appearance and consistency using InDesign • Manage PPC account with Google AdWords • Aid in development and implementation of marketing initiatives • Write and distribute press releases and newsletters • Produce and distribute promotional mailers for current and prospective clients • Headed conversion of CRM database from Maximizer to SageCRM, including design, database preparation, training, and protocols. • Directly involved in IT and Marketing decision making • Solicit and evaluate proposals for web and marketing materials as well as various other required services