Alan García Email & Phone Number

Portland, Oregon, Us

Leader of Marketing, Sales, Customer Acquisition Services, Key Accounts, Customer Support, and Account Services.• Accountable for B2C and B2B customer growth across residential, commercial, and enterprise segments through the development and execution of marketing and business strategies.• Responsible for developing and leading comprehensive customer experience strategies and programs to sustain and improve the company's #1 JD Power Customer Satisfaction rating tradition.• Organizational leadership responsibilities further include sales and customer call centers, channel development, marketing program management, billing and credit services, field technical services, and CRM efforts.• Actively leading the development of industry-wide efforts to foster the development, commercialization, and adoption of new, highly efficient gas equipment as one means of lowering carbon impact.

Portland, Oregon, Us

Senior Director, Customer Acquisition leading Marketing and Sales, Customer Acquisition Services, and Key Account Services for the corporation.• Accountable for business and marketing strategies focused on business growth across B2C and B2B customers in residential, commercial, and enterprise segments.• Responsible for assessing potential growth sectors, sizing and prioritizing growth opportunities, and developing marketing and sales strategies. • Currently leading efforts to develop a medium-to-heavy duty Natural Gas Vehicle customer base, including developing positioning and sales content, identifying potential customers, and crafting customer solutions.• Organizational responsibilities include sales contact/call centers, channel development, marketing program management, field technical services, CRM development, campaign optimization, and consulting engineers.

Vancouver, Washington, Us

Advise CEO and founder on marketing and brand strategies including company positioning, customer targets, and marketing resource decisions.

Hired as the first Director of Marketing for a growth-stage software startup focused on finance & accounting markets. Role is hands-on, sleeves rolled up on the development of brand strategy, value proposition and product positioning, channel partner development, marketing communications, and lead generation. • Delivered new core message platform and value proposition for selected target market segments.• Implemented Salesforce.com and lead qualification criteria.• Leading efforts to position and present the company at VC forums for start-ups.

Portland, Us

Hired to be the first Director of Lifecycle Marketing for a growth-stage mobile banking start-up. Scope included customer engagement and lifecycle management comprising product marketing, referral marketing, customer analytics, market research, content development, and omni-channel communications programs. • Delivered capabilities for automated, personalized email campaigns through a successful Salesforce ExactTarget implementation.

Portland, Oregon, Us

Led strategy and planning across all business units for a $3B Employee Benefits company. Defined marketing objectives, strategies, and programs; managed alignment with all stakeholders. Scope included positioning, messaging, and marketing plans for all businesses. Directed brand strategy, research and analysis of market and competitor trends, budget management, and plan execution and KPI tracking. Reported to CMO.• Delivered new corporate brand strategy by establishing the vision and securing alignment across all levels of management. Directed research to inform brand strategy, delivering insights on channels and customers.• Developed new market segmentation models and identified target audiences based on attitudes and needs of employers, HR decision makers, and channel partners. Fostered segmentation adoption across functions. • Improved issue resolution rates and prioritized the customer experience roadmap by identifying drivers of customer loyalty.• Reduced marketing content library expense and improved time-to-market by developing customer journey maps and strategic communication materials designed to move prospects through the sales funnel.• Positioned the company and products as industry leaders by developing marketing & sales communications strategies and programs delivered via advertising, trade shows, sales pitches and RFP responses, webinars, media relations and online channels.• Delivered solution-selling marketing and sales content tools to address customer buying committees.• Increased brand awareness, reshaped company perception, and burnished its reputation by achieving a record number of industry media interviews, contributed byline articles, and speaking events for company leaders. Leveraged resulting content across owned web properties, social media, and channel partner communications.

Vancouver, Wa, Us

Fast-paced, $1 billion veterinary practice growing at +20%/year. Accountable for strategy, go-to-market plans and direction of the marketing and in-house creative staff. Scope included brand strategy, research, market intelligence and segmentation, customer acquisition, lifecycle engagement marketing, CRM, and customer experience. Programs were executed via online and offline direct marketing (email and postal mail), digital marketing, social media, video production, community and event marketing, advertising, and promotional campaigns. Selected and managed agencies.• Significantly exceeded lead generation goals across four consecutive years by researching target audience attitudes and needs and applying insights to marketing communications. • Sharpened brand vision and position resulting in a revised brand strategy, creative design, and new marketing communications message platform. Produced new brand guidelines.• Conceived, developed, and grew a sophisticated lifecycle marketing engagement program to drive share of wallet and cross-sell/up-sell revenue among existing customers• Achieved a 35% response rate on customer retention campaigns by delivering highly personalized, trigger-based communications powered by micro-segmentation and robust predictive models.• Developed and deployed an editorial calendar of content, personalizing communications at a 1:1 level as part of an integrated mix of online and offline content marketing regarding pet care. • Drove strong ROI results by relentlessly testing the timing, channel, and content of communications.

Palo Alto, Ca, Us

Accountable for defining and managing global vision, objectives, strategies, and key initiatives for customer relationships across $24 Billion Imaging & Printing Group business lines, global regions and sales channels. • Increased customer insight and marketing effectiveness by initiating and developing an organizational staffing model for customer data analytics and predictive modeling. Researched and applied insights on customer data best-practices and defined key roles and responsibilities.• Improved discipline and alignment across business lines in the evaluation and selection of CRM capability development initiatives by developing business case and investment models.

Palo Alto, Ca, Us

Directed CRM and lifecycle engagement marketing to installed base of existing B2B and B2C customers including customer profiling, analytics and predictive modeling, direct response lead generation, e-mail, and web content for $12B EMEA Imaging & Printing Group. Led marketing for EMEA $4B business-to-business and consumer printing supplies category, including content publishing and marketing, new product releases, online advertising and demand generation, integrated marketing communications, promotions, and website management. Partnered with regional country marketing teams to align on marketing plans. Recruited and developed a multi-cultural staff of marketing professionals and contractors across Europe.• Added >4 million actionable customers by leading development and execution of integrated communications and content marketing programs. Programs dramatically increased consumer engagement and loyalty.• Achieved a 50% increase in customer opt-in rate for communications while increasing the amount of data captured for use in subsequent marketing campaigns by initiating and leading cross-functional development of a new consumer device ownership experience for the initial 30-60-90 days.• Increased consumer and business web site SEO and site visit duration by effectively applying customer insight to the integration of product content and compelling, interactive “why buy” and “how-to-use” content. Supervised website structure, content development, and editorial calendar-driven content updates.

Palo Alto, Ca, Us

Selected by VP to rebuild customer lifecycle marketing function in North America after two years of disinvestment and market share losses. Developed integrated marketing plan to address market share erosion, drive incremental usage of printing supplies and leverage customer touch-points to benefit hardware sales. Delivered print & web advertising, demand generation campaigns, packaging & insert programs, retail merchandising fixture programs, reseller e-commerce merchandising and reseller account specific marketing programs.

Palo Alto, Ca, Us

Senior staff position responsible for operationalizing a company-wide segmentation model and associated brand architecture model.• Worked cross-functionally with product management & marketing teams across >12 business unit product lines to demonstrate how elements of both the segmentation model and the branding architecture were to be applied. • Led cross-functional, worldwide teams in the development of comprehensive brand architecture launch plans including product mix, go-to-market and promotion activities.• Led development and hosting of large sales & marketing launch events.

Palo Alto, Ca, Us

Directed Lifecycle Marketing for $1.6B North American inkjet printing supplies business.Developed and managed long-term strategic content marketing programs to engage end-users and drive adoption of new printing habits. Managed marketing budget in excess of $40 million and a mix that included online and print advertising, direct response marketing, retail promotions and merchandising. Managed new product launch marketing communications.

Palo Alto, Ca, Us

Senior demand generation & merchandising (online and retail) lead for North America inkjet printing supplies business. • Led development and execution of integrated, content marketing-enabled Lifecycle Marketing programs• Led development of demand generation marketing campaigns across market segments both directly to customers and through reseller channels.• Employed comprehensive customer research, concept testing & analysis to drive campaign development & execution

Cincinnati, Ohio, Us

Planned, developed and executed fully integrated strategic consumer and retail promotions for oral care products sold through Food, Drug & Mass Merchandise retailers. Responsible for development and management of marketing budget covering new product launches, promotions, sales & marketing marcom, fulfillment services, retail merchandising displays and permanent fixtures. Developed Account Specific Marketing program to drive retail demand generation. Selected and managed agency services. Led development and hosting of large sales & marketing events. Hired & managed in-house designers & creative resources.

Vevey, Ch

Consistently recognized for top performance through successive promotions in field sales, market research, sales forecasting, brand management, trade marketing and management. Responsibilities included new product development, brand positioning, advertising, P&L responsibilities, and key liaison between Marketing and Field Sales across the consumer beverage business.Positions held included:• Retail Field Sales Representative: drove sales at major grocery store accounts in Southern California for 3 years, significantly exceeding quotas.• Brand Manager, Coffee: developed brand and advertising strategies, retail promotions; developed & launched new products• Trade Marketing Manager: responsible for an 11-state region in the mid-West, partnering with field sales reps to develop retail & wholesale account promotion plans. Developed and drove adoption of Sales ROI planning tools.

Mba, Marketing

Mba Studies, Marketing

Ba, Business Administration