Becki Krassinger Email and Phone Number

• Lead, mentor, and motivate a diverse team of marketing professionals to achieve departmental goals.• Develop and implement comprehensive marketing strategies aligned with organizational objectives and market trends.• Collaborate with senior management to define marketing goals and key performance indicators (KPIs).• Overseas the planning, execution, and evaluation of multi-channel marketing campaigns, ensuring alignment with target customer segments.• Work closely with sales, product management, and other departments to ensure alignment and support for marketing initiatives.• Develop and manage the marketing budget, ensuring effective allocation of resources across various initiatives.• Prepare and present regular reports on marketing performance, campaign effectiveness, and ROI to senior management.• Stay abreast of industry trends, emerging technologies, and best practices in marketing to drive innovation within the team.• Encourage a culture of creativity and experimentation to explore new marketing approaches and channels.

As the lead for the Consumer Growth Team, I apply tested programs to increase revenue in the Research Solutions customer base by leveraging new retail strategies to increase core product, non-consultative sales. My priorities are to provide focus and direction while removing obstacles, facilitating problem-solving, coordinating resources and maintaining relationships with our business partners andstakeholders.

-Develop in-depth relationships with key contacts to ensure alignment related to various sales programs, needs, etc. -Organize direct points of contact to support the Global Segment and Product Management Marketing teams with intimate knowledge of local market develops and implementation of tactical marketing plans at the Regional level-Manage and develop a team of program marketers to deliver focused campaigns and tactics to the market and sales teams -Closely coordinate with Research Sales teams to ensure effectiveness of proposed programs at the Region, Territory & Account level-Maintain understanding of evolving market trends, research needs, and competitive landscape

• Integral role in establishing Sigma-Aldrich’s product portfolio within the Translational Research/Drug Discovery market segment through strategic marketing initiatives, activities and channels• Develops and executes creative, customer centric integrated marketing communication (IMC) plans aligned with Target Identification and Validation market segment to reach target audience throughout their buying journey• Establishes focused programs through leading cross-functional teams to develop results-oriented programs disseminated through multiple, global marketing channels including print, electronic and tradeshows • Continuous communication with sales force through on-boarding process, product training, sales program development, account specific activities and sales meeting planning• Builds collaborative relationships with strategic OEM partners and consortiums to ensure all stakes are in line and represented well creating synergy

 Primary contact and advocate to the North American Life Science Field and Inside Sales Teams for the Functional Genomics and Biomolecules Product Lines. Provides continuous support to the North American Field Representatives, including; training, sales programs, direct marketing activities, volume pricing guidelines, and manages product related questions. In constant communication with Global Product Management and Sales Force to ensure that sales strategies are aligned, communicate key-findings, and develop future strategies based on these findings. Successful in managing the development, communication and execution of comprehensive National Sales Programs and Campaigns that are aligned with sales and marketing revenue goals. Applies feedback loop prior to launching National Sales Programs and Campaigns to ensure a flawless execution. Closely monitor sales performance at the product initiative and region to identify sales trends and when experienced, implement tactics to reverse sales erosion.  Project Lead for the Advanced Improvers Program Project defining critical elements of selling for the Bioactive Small Molecules product line to increase 2011 BSM revenue in defined managed accounts.

 Led the development, execution and post- campaign analysis of North American marketing activities for the Biomolecules Portfolio. Developed and executed Sales Programs for the North American Sales Teams aligned with marketing goals and activities.

 Conducted detailed competitor analysis by assessing product or product line competition, update competitor and pricing matrices, review and recommend product pricing in all geographic markets. Coordinate design and production of promotional materials; communicate product line information and product direction to subsidiary and worldwide sales development managers. Provided training and support to the Global Sales Force, Customer Development and Technical Service Departments. Collaborated with other brand Product Managers in the development and promotion of existing cross-brand synergistic products for target markets. Product Management Lead for increasing antibody production through justifying the need to expand current antibody production facilities and identifying future antibodies to manufacture. Established preliminary forecasts for global product line revenue targets through analysis of the prior year growth rates, new product development and trends seen in the market segment. Developed and executed a promotional metrics template to monitor and compare campaign results to aid in future campaigns and increase the return on investment.  Product Management Lead for managing products acquired through an exclusive partnership. Managed promotional campaigns, product maintenance, new product launch activities, as well as being the main contact between companies to continue a mutually beneficial business relationship.  Project Lead for several OEM antibody projects with responsibilities that involve addressing people/process implications that affect the antibody initiative, integration of stakeholder participation, monitoring activities within the project plan and resolution of project changes and conflicts. Co-Lead for developing a marketing training database, which involved aligning project objectives with corporate goals to become compliant under a quality management system through consulting with upper management and other stakeholders.

 Supported New Product Development. Assisted in the planning and the R&D required for all assigned products, activities, and business development evaluations. Assisted in the transfer of products from R&D to Production, Quality Control and Technical Service.