Barbara Carter Email and Phone Number

Strategic marketing advisor to B2B clients.

Manage programs and fundraising events to drive donations for ALS. NSF's mission is to help advance the progress towards finding a cure for ALS by supporting critical research initiatives, and to support programs that improve the quality of life for people living with ALS now.Programs launched include Team NSF apparel, yearly golf tournaments raising over $25K each year, creation and sale of a Cooking for a Cure cookbook and memorial apparel and ribbon sales in honor and memory of the founder, Nicole Ferrari.

Serve as a strategic marketing consultant to help build and implement B2B marketing plans and programs for clients. Launched new Leap Advisory Services. Developed and implemented launch plan, ongoing marketing, advisor relations and client relations.

Responsible for developing a new customer marketing strategy for all Waters products and segments focused on driving leads and revenue.

Reporting to the CMO, responsible for creating and implementing new B2B company strategy including a new brand identity. • Managed the external consulting firm to develop a new corporate strategy with the SLT. Identified and enhanced customer segments, created and implemented new brand programs and created and launched new internal and external branding• Managed a large cross-functional team to educate associates on new company strategy and ultimately revise all customer touchpoints to reflect new identify and strategic positioning• Managed team to implement new Marketing programs as part of corporate strategy including the launch of a quarterly Worklife Magazine, industry events and online community

Reporting to the VP of Marketing, responsible for driving leads and sales for the Commercial and Enterprise segment of the B2B division of Staples. • Launched first Account Based Marketing program. Lead team to create alignment and structure with sales to drive leads and sales in Staples core categories• Lead team to enhance corporate events strategy including implementation of leads process and systems, creation of consistent reporting and analytics and new booth strategy and design which lead to significant savings and increased leads• Supported sales leadership in developing new assets for restructured sales organization. Lead team to develop sales tools for each stage of the customer journey• Lead content strategy and execution for all segments of Staples including Retail, SMB and C&E

Reporting to the VP of Marketing and E-Commerce, responsible for driving overall customer communications and brand strategy for Staples Business Advantage, the business-to-business division of Staples. Key responsibilities and accomplishments include:• Lead the development of a customer-centric marketing plan and budget. Built and managed deployment of $20M marketing budget.• Manage a team to develop and activate persona based buyer and customer journeys leveraging the Sirius Decisions model. Create value propositions and messaging by persona for all marketing and sales teams and ensure message consistency in all customer touch points. Manage content strategy across customer lifecycle with a focus on demand generation nurture streams. Contributed to the 40% year over year increase in marketing generated leads.• Drive brand and program awareness through internal and external events, social media activation, public relations, sales initiatives and strategies, sales and customer communications and content. • Lead team to shift from product-focused to customer-centric lifecycle-based go-to-market strategy. Strong collaboration with analytics, customer marketing and field marketing to develop campaign segmentation strategies and execute across multiple touch points including digital, email, social, site banners, direct mail, sales enablement, content and sales collateral. Manage team to analyze and optimize vehicle effectiveness.• Lead marketing efforts for new initiatives including competitive positioning, acquisitions and new selling strategies.• Assuming temporary responsibility of demand generation team. Manage strategy and execution of customer acquisition and lead nurturing plans for all personas. Developing new processes to break down barriers internally.• Manage a team of six associates and received 100% satisfaction in the company’s Global Engagement Survey.• Receipt of 2015 Chairman’s Award.

Reporting to the VP of Marketing, responsible for the product marketing strategy across all product categories. Partnered with sales and merchandising to build business plans to achieve sales goals. Key accomplishments:• Managed a team of eleven associates to drive awareness and sales of core and growth categories including Facilities, Breakroom, Furniture and Technology. Built marketing strategy for all categories and managed team to execute.• Served as the marketing lead to the executive, sales, merchandising, pricing, supply chain and finance leadership teams.• Responsible for overall product communication plan and touch points including social media, public relations, advertising, digital marketing, events, direct mail, email, website banners, sales tools and training.

Reporting to Director of Marketing, responsible for creating and managing team to execute an $8.8M marketing plan to focus on the company’s key growth initiative in the business-to-business division, Staples Advantage. Key accomplishments include:• Conceptualized, developed and managed the execution of marketing plan and managed team to execute plan within budget for three consecutive years. Received significant budget increases year over year due to performance of campaigns.• Represented marketing to leadership team and provided updates and results on monthly cadence.• Manage four marketing professionals and focus on continually development of associate growth.• Successfully managed the strategy and execution of all marketing tactics for company’s number one growth initiative with projects such as digital campaigns (display, PPC and SEO), public relations, social media campaigns, print advertising, customer and trade events, lead generation campaigns, webinars, videos, promotional campaigns, email and direct mail campaigns and research with cross functional teams, internal and external agencies and cross channel teams.• Recipient of two Team CARE award for all marketing efforts related to growing category growth.

Responsible for driving the marketing strategy and increasing the sales of the technology category within the Staples Advantage division. Key accomplishments include:• Conceptualized, developed and managed the execution of the $1M marketing plan and budget.• Directed and mentored the activities and progress of two marketing professionals.• Successfully managed the strategy and execution of marketing campaigns including catalog development, email and direct mail campaigns, public relations campaigns, tradeshows and customer events, brochures, sell sheets, sales presentations, lead generation campaigns, customer videos and customer research with cross functional teams and agencies.• Managed the integration of the Imaging and Computer Graphic Supplies division of Corporate Express and Thrive Networks into Staples Advantage. Efficiently rebranded all marketing collateral, sales tools, corporate branding, website and customer communications on time and within budget, ultimately resulting in a seamless transition for customers and employees. • Tested new marketing campaigns which included local radio, press and customer events, sponsorships and website promotions for Network Services offering.• Managed the coordination and content for five technology sales conferences.

Reporting to the Senior Marketing Manager responsible for developing and executing the technology marketing plan for Staples Advantage. Key results include:• Developed and executed the technology marketing plan. Built strong cross functional team relationships with advertising agency, sales and merchandising which led to stronger team communication and brainstorming of new ideas.• Managed the redesign of promotional catalog, refined and tested customer targeting and managed the standardization of the reporting to help evaluate results. On average, guides generated $1M in sales during the promotional period.• Managed marketing relationship with Hewlett-Packard by creating and executing monthly promotional campaigns and leading quarterly management reviews.

• Reporting to the Marketing Manager assisted in the creation and execution of launches and annual marketing plans and budgets for male systems brands including the Gillette Fusion, M3Power and MACH3Turbo. Managed development of yearly special packs, in-store displays, retail events and coupons on time and within budget. Developed sales meeting materials and trade presentations for all launches.• As a key member of the Gillette Fusion launch team assisted in the development and execution of $220M marketing budget and programs which included direct mail, couponing, media, in-store displays and special packaging.

Reporting to the President, responsible for managing account relationships with clients including AMCC, Digital Imaging Group, E-Color and Kivera.• Developed and managed client public relations programs, strategies and budgets. Managed editorial and analyst relations. Secured speaker and award placements. Managed coordination of and represented clients at tradeshows and special events. Developed and executed product and company launches and press/analyst tours. Created client press releases, press kits and marketing materials. Originated client placements in publications such as The New York Times, PC Magazine and In Style and executed creative product campaigns resulting in client appearances on MTV, GMA and The Today Show.

As the primary representative of client organizations to media, identified and placed articles in professional publications and arranged press coverage and interviews during industry tradeshows. • Managed editorial tracking program for clients such as Hewlett-Packard, Eastman Kodak Company and Johnson & Johnson.