Cindy A. Kaplan Email & Phone Number

Greater Chicago Area

Greater Chicago Area

Chicago

STRATEGIC MARKETING • Create our annual strategic marketing plan - by portfolio, segment, message• Led go-to-market strategies for product launches and enhancements based on user experience advisory board and market trend analysis.• Establish promotions and bundling opportunities based on our pricing strategy• Develop acquisition strategy, plus measurement of its effectiveness.• Align selling process to our market’s buying process, defining customer needs at each step.• Create internal positioning documents on key buyers based upon market problems.• Research competitive trends and industry news, communicate internally.• Develop and execute go-to-market strategy • Review of campaigns and marketing efforts to refine strategy.• Measured and reported efforts to monitor ROI.• Led successful product launch for research interface with 100% ROI.SALES • Led sales training presentations Disseminate value proposition of the portfolio to the sales team.• Develop sales tools to support the selling process.• Create presentations and demonstration scripts for sales department on product benefits, target market and positioning.PRODUCT MANAGEMENT• Led the product launch of our eSign product to be first to market.• Manage customer communications and retention.• Connect with customers on user experience for product enhancements.COMMUNICATIONS • Represent our portfolios to the market via industry associations, consulting and the media. • Create and deliver meaningful information (social media, press releases, webinars, etc.) to influence customers, buyers, industry specialists, key editors in the press, and other third parties.MARKET INTELLIGENCE• Define buyer personas, how they buy and their buying criteria• Periodically survey our customer base to understand how satisfied they are with our resources.CROSS-FUNCTIONAL TEAMS • Collaborate across business units: editorial, marketing, product, sales, training and other teams to achieve business goals.

Chicago, Il

Independently manage entire marketing effort (internal & external) for The Professional Standards Group (PSG) and the Accounting Research Manager (ARM) portfolio. Increased both awareness and sales over 30%. MARKETING COMMUNICATIONS• Branded the PSG as leading authority on interpretive resources within the firm.• Generated awareness of ARM portfolio through business relationships, trade shows and conferences.• Created and supervised all communications regarding the PSG, their products and brand:Direct Mail campaigns, press releases, promotional catalogs, internal databases and websites.• Managed external vendors for design, printing and publishing of all marketing materials.• Designed and developed copy for various communications to clients and prospects.• Developed and maintained online ordering system for our product line.• Managed the group's internal and external website - copywriting, layout and programming.• Honored with the Arthur Andersen Award for Marketing Innovation and Excellence 2000.PRODUCT MANAGEMENT• Assisted in the ongoing development and ARM product packaging for US and global financial reporting interpretive knowledge into CD-ROM, Internet and print formats.• Managed ARM portfolio sales and product deliverable process with firm’s fulfillment center - VantageSource.MARKET RESEARCH• Tracked success of ARM product packaging and marketing campaign via sales, ROI analysis, web tracking, focus groups, surveys and feedback of customers. As a result of research, we developed an online order system to facilitate product trials more conveniently for customers. Result: Increased online trials over 50% from 2001 to 2002.• Developed competitive analysis of all ARM products.

Ms, Integrated Marketing Communications

Integrated marketing communications (IMC) is a strategic approach through which organizations drive performance by engaging, serving.

Bs, Graphic Communications Management

Activities and Societies: Spring Carnival Booth Competition (2nd & 3rd Place), Asian Students Association

Pre-College Program