Heidi Mcintosh Email & Phone Number

Philadelphia, Pennsylvania, Us

Philadelphia, Pennsylvania, Us

Bloomfield, Ny, Us

As a Senior Category/Brand Manager, it is my responsibility to manage a $15M annual revenue brand of foam blasters and airsoft guns by developing and executing a 5-year strategy including product development, go-to-market launch plans, buyer personas, marketing plans and competitive intel for all current and new products. • Created a 5-year strategy for the Game Face Blasters including market analysis, product vision and roadmap, competitive analysis and go-to-market plans resulting in sales of ~$1.0M in the first year of sales.• Collaborated with marketing and sales organization to execute the go-to-market strategy including which markets to sell, pricing, positioning, and messaging. Launched a new airsoft gun with projected sales of ~$900K the first year.• Partnered with the Chief Brand Officer and Marketing team to re-brand the Game Face brand including a new tag line, logo and messaging. • Developed and launched a new platform of multi-shot break barrels resulting in sales of ~$900K in the first 6-month of sales with a projected next 6-month sales of $3.7M.• Created a go-to-market strategy process including buyer personas, product positioning, value proposition, pricing, and launch strategy for the entire product portfolio. Launched additional 8 break barrel products with ~$1M in projected sales.

Bellevue, Washington, Us

EagleView Technologies is a market leader in B2B high-resolution aerial imagery and data extraction supporting customers in multiple segments. As the Director, Product Marketing, it is my responsibility is to lead the development of positioning, launches and buyer personas for our products. In addition, I contribute to the vertical strategy development and thought leadership. Responsibilities include:- Manage a team of Product Marketing Managers who work cross-functionally with product, marketing and sales to support the product portfolio- Identifying strategic market opportunities, and differentiating our product offerings- Building and executing launch campaigns, along with marketing department- Interpreting customer data to help improve both product and marketing efforts- Establish a marketplace leadership position and provide sales enablement- Determining appropriate KPIs to measure both efficacy and revenue

Bellevue, Washington, Us

EagleView Technologies is a market leader in B2B high-resolution aerial photography and data extraction. As the Sr. Product Marketing Manager, it is my responsibility is to lead the development of positioning, product launches and buyer personas for our products. I also contribute to the vertical strategy development and thought leadership. Responsibilities include:- Identifying strategic market opportunities,and differentiating our product offerings- Building and executing launch campaigns, along with marketing department- Interpreting customer data to help improve both product and marketing efforts- Establishing marketplace leadership, providing sales enablement- Determining appropriate KPIs to measure both efficacy and revenue

Rochester, Ny, Us

•Responsible for global marketing for Routine Radiology products including Computed Radiology Systems, Analog X-ray equipment and Acquisition and Storage Software.•Develop and execute WW marketing plans including market assessment, sales and marketing tool development and successful product launch strategy. •Work with regional sales and marketing teams to align the global plan with each region; communicate WW materials and tools. •Define product positioning, key messaging and value propositions for new and existing products and provided marketing representation to the product commercialization core teams•Developed necessary product launch materials with Marketing Communications, i.e. advertisements, press releases, direct mail pieces, sell sheets, brochures, email blasts, etc.•Effectively partner and collaborate with regional market leaders and other functions to ensure proper inputs to the product development team.•Investigated the key competitors in the market and provided successful sales argumentation to the sales organization.•Responsible for creating effective product sales training and conduct “train the trainer” sessions.•Worked with Post Central to develop a video which recreated the use of our products in a military setting for use when selling to military branches and disaster recovery organizations globally.•Developed multi-tactic marketing campaigns that focused on the growing Veterinary market.•Developed and implemented a new process for creating product names and descriptions in the Worldwide quoting tool. I was award the prestigious Champions Club award that is given quarterly to a select few for the project and the value that it brought to the organization.•Completed a number of continuing education courses including the Bottom-Line Business Leadership Course from PCI Global Inc.

Waltham, Ma, Us

•Responsible for all Nunc Cell Culture products globally worth $33 million annually growing year over year.•Responsible for creating product positioning, pricing and marketing plans annually.•Prepared and analyzed market size and competitive positioning for Cell Culture products.•Drive global marketing related activities for both new product development and existing products with an emphasis on innovation and brands.•Responsible for defining regional promotional tools and sales tactics to drive sales including product pricing, promotional tactics and distribution channels.•Developed business case for acquisition of OptiCell product line. Executed acquisition and relocation of the product line to our facility.•Developed necessary materials with Marketing Communications, i.e. advertisements, press releases, direct mail pieces, sell sheets, brochures, email blasts, etc.•Responsible for conducting comprehensive product training.•Analyzed, interpreted and reported out monthly management reports in regards to product sales activity to budget, programs, market conditions and competition.•Managed a Product Manager for over a year until organizational structure changed.•Worked closely with our Supply Chain and Operations team to develop sales forecasts for capacity and production planning.

•Responsible for all marketing for Business-to-Business services.•Key team member in the development of a new company name, logo, image and re-branding strategy.•Team captain responsible for development and launch of a new web site.•Member of the team responsible for the development of the new trade show booth.•Developed marketing strategies for coating technology designed for specific medical device components.•Responsible for creating product positioning, pricing and marketing plans for acquired company’s product lines.•Designed education materials for sales representatives and customers.•Prepared and analyzed sales and market data related to STS and key competitors

•Responsible for all evacuated tube product lines worth $124 million and urine collection kits worth $12 million.•Launch of Urinalysis Preservative product projected to sell $1,250,000 worth in the first year.•Completed a FDA Recall of 2 Urine Collection Kits • Developed sales and market data related to BD and key competitors.•Developed annual marketing plans and new product launch materials.•Forecast yearly plan for product lines on a rolling 18-month annual basis.•Compare sales performance to budgeted plan and recommend actions to refine marketing strategy.•Responsible for creating product positioning, pricing and marketing plans for new product line extensions.•Took part in a Project Management course, Team Building Workshop, Marketing Excellence Seminar and an eMarketing Symposium.

M.B.A., Marketing And Finance

Bs, Recombinant Gene Technology