Lara Usilton, Mba Email & Phone Number

United States

Lakeville, Mn

Lakeville, Minnesota, United States

Marketing:Manage all aspects of marketing communications for $90 million company including, coordinating product launches, writing new product releases, announcements, and corporate communications; designing, editing and composing product materials (promotional pieces, POP items, installation manuals, etc.); schedule and direct photo shootsIdentify and execute best methods for communicating effectively with employees, customers and consumersWork closely and collaboratively with outside ad agency to develop and execute strategy, timing and tactical deliverables such as sales collateral, product and retail promotions, consumer and trade web sites, product placement opportunities, merchandise and POP e-storesResponsible for maintaining marketing budget and ensuring it is in compliance with company goals and annual marketing plan is executed within those parametersSource and manage outside vendors for production of marketing and promotional materialsParticipate in management of new product development projectsManage co-op and other special programs, promotions, and customer incentivesCoordinate all aspects of trade show preparation for 5,000 sq. foot boothMaintain inventory of sales literature, promotional pieces, and point of purchase itemsPlan events, meetings, and customer visitsSupervise staff in US and CanadaPricing Administration and Sales:Analyze and approve pricing for over 700 customersInterface with customers, sales reps, and customer service representatives on key pricing issuesMaintain statistics and compile necessary reports relevant to competitor data, industry statistics, and product sales Approve, track and maintain bids and special market pricing and renew/update as neededResponsible for developing and maintaining retail price booksProvide sales support for V.P. of Sales, six regional sales managers and over 30 district reps

Responsible for regular development of new and innovative marketing strategies and ideasDetermined best print media outlets and purchased ad spaceCoordinated, analyzed and approved marketing materials developed by ad agencyDeveloped and coordinated production of marketing and promotional itemsWrote press releases, articles, technical papers and editorials

Provided key customer interface for over 350 customers and 35 distributorsDeveloped sales reports to better target growth industries with viable productsCoordinated client order requirements from initial quote to final shipping for international and US customersAssisted marketing reps with managing trade shows, sales leads, and follow up marketingSourced, managed production of, and purchased all promotional materials, including trade show boothSupervised support personnelCommunication:Wrote company quality manualDesigned and implemented frontline marketing materials including product brochures, spec sheets, white papersCreated, wrote and/or edited bulk of written material for both in-house and promotional purposesDeveloped numerous miscellaneous publications (e.g. forms, customer reply cards, letterhead, sales order sheets)Analyzed and approved quotes for brochures, business cards, letterhead, advertising, etc.Public Relations:Developed PR strategy, media contacts, advertisements, etc. and managed PR budgetEffectively promoted the company's goals and objectives within the organization and to the larger communityWrote, designed and produced press releases, media materials, brochures, etc.Professionally represented company at community and business eventsLed tours of manufacturing facilityLogistics/Shipping:Coordinated shipping and logistics for all client orders both domestic and internationalResponsible for timely and seamless import of overseas productOperations Management:Managed sales projections and customer input to assist production manager have product available when needed for fluctuating marketsEstablished and analyzed product sales reports to better determine required seasonal products and reduce unnecessary inventoryCoordinated production capabilities with customer requirements for over 13,000,000 pounds of product annuallySupervised inventory control and importation of outsourced product for resale

Worked with and evaluated animals available for adoption and counseled adopters on bestpet for their lifestyleWrote, designed and produced various publications and events materialsCoordinated, promoted and participated in events and fundraisersDeveloped volunteer program handbook Page 1 of 3

Created and designed multiple types of publications from maritime instructional manuals to promotional materials for children's booksDeveloped numerous miscellaneous publications (forms, catalogs, letterhead, spreadsheets)Performed various production tasks including, proofreading bluelines and page negatives, preparing electronic files for vendor output, maintaining electronic library of publications, specifying halftones and art for printingDeveloped spreadsheets for book production schedules to coordinate multiple simultaneous projectsDesigned and produced marketing materials and press releases for new book launchesAssisted in production of book budgets and book cost analysis

Copyediting Certificate, Copyediting

Corporate Communications Certificate, Communications

Mba, Business

B.A., History