Karen Hatfield Email & Phone Number

Chicago, Il, Us

San Jose, California, Us

Lead the global marketing organization through post-acquisition transition. Designed and implemented new organizational structure and processes, hiring new marketing VPs to expand expertise in key areas. Providing marketing strategy and go-to-market expertise for international cybersecurity product launch, guiding the completion of messaging and positioning, and establishing new demand generation & ABM plans.

Chicago, Il, Us

Chicago, Il, Us

Glenview, Il, Us

Helping companies grow & innovate better with insightful marketing strategy consulting.• Advising CPG startup on marketing strategy and all facets of building a brand and its infrastructure, from UPC setup and packaging requirements to consumer engagement and retention.• Serve as fractional chief marketing officer (CMO) to businesses. Establish brand and marketing strategies and performance marketing plans (digital, social, paid search, email marketing, content, etc.).• Drove go-to-market components for an online direct-to-consumer product pilot, including integration with corporate marketing; ad claims development & substantiation; website optimization using UX research & development (Agile); creation of agent communications; analytics & tracking; & facilitated an ongoing test & learn culture to create, adapt, & modify the digital marketing plan.• Designed an innovation framework for a client, including organization of work, decision making, partner engagement, pipeline prioritization, and alignment with senior leadership.• Led early product development & market testing for a new telematics/vehicle diagnostics service. Assessed feasibility (consumer need, competitive landscape, technical requirements) & managed the detailed development efforts of internal resources & external partners through proof of concept and market test for an app + device system. • Key driver in the product development & test market of a crash detection service, including establishing critical processes across three business partners; competitive intelligence; refining consumer communications; overseeing UX design, research, & development (Agile environment); and creating an agent training & engagement plan. • Analyzed the automated driver assistance systems (ADAS) & autonomous vehicle market space, including competitive landscape & strategic market entry assessment.• Designed methods to test unique data sources to improve homeowners insurance customers’ experiences & reduce risk.

Scottsdale, Arizona, Us

Provided strategic marketing leadership for the Identity Protection business (SaaS) across all channels including the employee benefits and partner channels (B2B and B2B2C), with ownership of the growing direct-to-consumer (D2C) channel.

Lake Forest, Illinois, Us

Taught business and entrepreneurship courses including Digital Marketing and Principles of Marketing.

Appleton, Wi, Us

Taught business planning and marketing for small businesses to entrepreneurs, including market sizing, branding, social media, writing a business plan and developing financial statements through the E-Seed program of the Venture Center. Conducted workshops for small business owners and entrepreneurs on business planning and marketing.• Led entrepreneurs through development of their business plans, resulting in at least four new business launches in the northeast Wisconsin area.• Educated small business owners on marketing metrics and using research effectively.

Green Bay, Wisconsin, Us

Top-ranking marketer in the company, leading marketing and new product development teams in support of all divisions, including Corporate, Graham Beauty, Graham Medical, and Custom Products. Directly managed workload and career development for a team of 8 marketers and product developers.• Defined and implemented brand architecture for the corporate brand and supporting business brands, allowing improved clarity of communications and more efficient marketing spending.• Analyzed 12 new market segments and led two cross-functional project teams as a key member of commercial growth team exploring new markets and acquisition targets. • Developed and led a project to move a professional channel product into the consumer retail market, leading to a 40%+ increase in sales on the product.• Rebranded the custom products business to pursue higher-value-added projects by integrating three siloed businesses into one end-to-end solution provider. Led the creation of the brand name, selling proposition, and marketing support.• Created targeted marketing initiatives to replace broad-reach advertising to sustain sales with a 30% reduction in marketing spending.• Eliminated small, low-impact product development projects to focus a three-person team on the most significant opportunities and increase the marketing support behind new product launches.

PreK-12 EducatorsCreated a new catalog targeting preK-6th grade teachers, leveraging School Specialty's breadth of products and shifting the company's image away from that of a distributor and toward that of an education company. Research indicated that teachers embraced the catalog as one of their top choices for annual ordering.Led a team to develop and implement a plan to increase art supply sales nationally. The multi-channel campaign included sales force contact, email, direct mail and Internet to deliver a targeted promotion and succeeded in elevating sales in a depressed market.

Appleton, Wisconsin, Us

•Led a team of 10 marketers in development and management of long-term strategy and short-term business plans.•Led successful petition of the U.S. Department of Commerce and the U.S. International Trade Commission to address dumping and unfair trade practices by foreign thermal paper competitors and governments. Directed multifunctional team of internal and external resources including legal, research, finance, operations, customers, unions, lobbyists and Federal Congressional aides through the 13-month effort and personally lobbied government officials and testified in support of the petition. Resulted in a 14% increase in revenues, unprecedented support by Federal and State government officials, and duties that will remain in place indefinitely.•Introduced a quarterly ordering program to manage demand spikes and capture a premium price for quick-response orders. Resulted in higher production yields, reduced inventories and maintenance of customer service levels.

Irving, Tx, Us

•Led development and management of long-term strategy and short-term business plans for the $500MM KOTEX® brand, reporting directly to senior sector leadership.•Successfully stopped a 6-month KOTEX® brand share decline through a combination of high-impact consumer promotions and trade programs.•Directed domain strategy and five-year brand plan development for POISE® and KOTEX® brands, leading brand and product design teams to create integrated plans to drive business growth of over 10% per year.

Chicago, Illinois, Us

•Introduced class of load funds (funds with brokerage fees) to M&I Brokerage Services, including planning and executing a state-wide sales kickoff, ongoing performance updates and sales communications.•Produced all marketing communications materials, including sales materials and prospectus, for all classes of funds.

Managed public relations, advertising, media relations, special events, membership development and tourism.Developed a tracking system for motorcoach tours and increased sales from that segment by +20%.

Mba, Marketing And Strategy

Ba, English