Beth Murphy Email & Phone Number

Grand Rapids, Michigan, United States

Grand Rapids, Michigan, United States

Marketing and sales strategy, leadership, brand reinvention and expansion, team development, and budget management for HCCP's direct-to-church ecommerce brand, ChurchSource. Marketing strategy and leadership for HCCP's curriculum publishing division, HarperChristian Resources. Responsible for achieving profit and list growth targets and ensuring positive ROI of all ChurchSource and HarperChristian Resources marketing tactics including SEO, paid search, social media, podcasts, email, direct mail, and author event marketing. Known and respected company-wide as a strategic decision maker with a deep understanding of the church customer. Member of sales leadership team.

Strategic vision casting and brand management for ChurchSource brand, including direct mail, display, email, digital, social, and event marketing. Developed communication strategies for key brand initiatives, along with integrated promotions in both direct-to-consumer and retail channels. Conducted focus group research with pastors to understand church needs, improve products, identify buyer personas, and refine marketing communications to churches. Implemented a cross-functional team that redefined the church marketing process while reducing channel conflict and increasing profitability. Communicated strategies to leadership team, sales team, and key retail chains. Collaborated with product marketing teams to launch key new authors and brands. Launched B2B website to increase sales and improve customer service. Led team responsible for developing and executing promotional strategies to ensure sell-in and sell-through in bookstore channels, both brick-and-mortar and online. Developed analytics to show the effect of direct marketing to churches on retail sales results.

Responsible for $50M annually in trade retailer promotions, from initial strategy to bookstore shelves. Designed and managed the promotion planning process with Sales, Marketing, Inventory, and Finance. Developed selling tools and communication vehicles for promotions, including new title catalogs, sell sheets, and order forms. Served on the Faith and Culture category leadership team, working with Marketing and Editorial to acquire and promote titles for twenty- and thirty-year-olds. Implemented changes to discounts, customer account types, stickering codes and other sales-related system coding. Designed and facilitated the sales conference planning process with Sales, Marketing and Editorial. Communicated all relevant Marketing and Editorial updates to the Sales team. Served as Subject Matter Expert, training employees in the use of Excel PivotTables.

Managed all national general market accounts, working with Sales, Forecasting, Customer Service, Inventory, Production, and Distribution to ensure timely delivery of product and customer satisfaction. Represented the Sales team on a cross-departmental task force to acquire and develop books for the twentysomething market. Conceptualized and designed creative point-of-purchase displays and packaging for grocery and general merchandise accounts. Daily contact with customers, including future projections, order inquiries, and special packaging needs. Completed all customer-specific forms, spreadsheets, presentations and sell sheets. Coordinated the BEA trade show. Partial customer list: Anderson Merchandisers (Wal-Mart), Levy Home Entertainment (Wal-Mart, Target, KMart), The News Group (Kroger, Albertson’s), Anderson News (Kroger, airports, military), Choice Books, Family Dollar Stores.

Managed all national general trade bookstore and general market direct sales accounts. Daily contact with customers, including future projections, order inquiries, and special packaging needs. Created and lead a task force to reduce returns from direct sales accounts and improve forecasting accuracy. Coordinated company presence at major trade shows. Partial customer list: Barnes and Noble, Borders Group, Amazon.com, Avon, The News Group, Levy Home Entertainment, Books-A-Million.

Coordinated prospect mailings, made lead-qualifying calls, and met with potential clients. Created database of leads, trade publications, and professional art shows.

Managed marketing projects from initial client contact to execution, including brainstorming, copy writing, proofreading, and creative direction. Partial customer list: The Dow Chemical Company, Pentair Pool Products, Siemens Dematic, The Mercy Group (now Ninth Brain).

Ba, Business

Activities and Societies: Cross Country, Track & Field (5000m and 10000m), Orchestra, Band (French horn)

Mba, Marketing

Outstanding Marketing Student 3.96 GPA