Lisa Macdonald Email & Phone Number

Hamamatsu, Shizuoka, Jp

Selected to build new department in company reorganization, focused on customer-centric strategy. Leads strategic and marketing efforts across key verticals, building effective and curated customer experiences and championing vertical strategies and plans across the organization. STRATEGY & PLANNING • Developed strategic plans and coordinate all activities to ensure the delivery of annual targets, KGIs, and KPIs, including market share gains, customer acquisition, and brand equity.• Developed and executed customer-centered business plans, working across teams to deliver marketing-influenced sales opportunities that transform into revenue-generating deals.• Leveraged insights, trends, and data to lead strategy and development of vertical-specific strategies that create demand, fuel growth and increase customer affinity.• Created alignment in strategic plans across parallel marketing teams and aligning to global teams.• Monitored market, categories, and customer trends to identify opportunities and risks.LEADERSHIP & TEAM BUILDING • Collaborated with broader marketing team and cross-functional partners to implement strategic plans.• Mentored emerging leaders internally and through the NAMMYP mentorship program. • Built a new team through significant organizational change while growing, engaging and developing team members.RELATIONSHIP BUILDING & INFLUENCE • Built relationships with channel partners, industry groups and key customers to understand their needs and build trust in our ability to meet them.• Frequent speaker at industry events including NAMM, AIMM, and NASMD. • Asked to serve as first Chair of Women of NAMM, a volunteer council of NAMM, dedicated to connecting, supporting and uniting women across the music, sound, and live event industries.

Hamamatsu, Shizuoka, Jp

Develops and manages the division's long-term cross-departmental marketing activities to ensure future growth and profitability. Manages the planning and execution of marketing initiatives across each of four marketing departments. Provide vision and leadership for the marketing function within B&O, and throughout Yamaha, where appropriate. MARKETING STRATEGY• Oversees development of Medium Term Business Plans and annual Budget Plans for each marketing department. Work with General Manager to improve process year-over-year to encourage original thinking and intellectual rigor in the planning process. • Provide outside POV to challenge institutionalized thinking and push marketers outside of "the way we have always done it."• Contribute real-world experience and subject matter expertise from other industries to significantly raise the bar of performance throughout the marketing organization.BRAND STEWARDSHIP• Champion and implement initiatives and processes that protect how the Yamaha brand is presented to consumers and the industry.• Create programs to raise profile and visibility of the brand in key influencer communities, such as music education. • Speak on behalf of the company to key dealer groups including AIMM and NASMD, positioning Yamaha as a leader in marketing expertise and innovation. COLLABORATION & LEADERSHIP• Work closely with internal stakeholders, such as Sales and Artists Relations, to implement or improve programs that help them achieve their business goals.• Serve corporate and divisional goals as a member of cross-functional or cross-division teams, including steering committees and working groups. • Evangelize for adoption and implementation of platforms and tools which improve marketing across the organization.

Irvine, Ca, Us

In addition to all duties performed under BowTie (whose assets were acquired by I-5 Publishing (rebranded as Lumina Media in 2016) in 2013), created and managed an animal welfare initiative, working with non-profits on fundraising and sustainability. NON-PROFIT MANAGEMENT• Created an animal welfare initiative that included a fundraising mechanism for non-profits that generated $100,000+ in the first year. • Built and managed industry relationships with rescues, shelters and thought leaders including recruiting a world-class Advisory Board made up of industry superstars.• Created and served as Race Director for a 5K charity run event benefiting local shelters.THOUGHT LEADERSHIP• Represented company at industry conferences, including as an invited speaker. • Managed PR initiatives including managing outside public relations firm, resulting in coverage including NY Magazine and BusinessWeek, as well as TV, consumer publications and trade journals. CUSTOMER INSIGHTS • Conducted company and audience research including focus groups, demographic surveys, and brand awareness surveys.CONTENT MANAGEMENT• Structured content propagation strategies across owned, earned and social media.• Authored magazine profiles on industry leaders, blog posts on our B2B website and social media content.

Los Angeles, California, Us

Manage all aspects of B2B marketing in support of advertising sales, corporate branding/marketing communications, and both B2C and B2B marketing for book publishing division.MARKETING MANAGEMENT• Created marketing/advertising plans in support of clients' business objectives.• Teamed with industry association to create the only conference aimed at all three shareholders in the pet retailing process: manufacturers, distributors and retailers. • Designed first-generation content marketing products, including native, sponsored and branded content, created buy-in from all stakeholders and prepped for launch. ADVERTISING SALES • Worked closely with the VP of Sales to evolve the sales process from month-by-month buys to integrated, contracted marketing programs.• Created first major integrated ad program for our largest client, resulting in 96% Y-O-Y growth. • Instituted new reporting and analysis, resulting in identifying key challenges in account management, and proactively implemented strategies to save/grow business.• Designed first-generation content marketing ad product, including native, sponsored and branded content, created buy-in and prepped for launch. • Project manager for cross-functional ad campaigns, liaising between content, sales, and technical teams to ensure successful launch and execution TRADE SHOW & EVENT MANAGEMENT• Brought black-tie industry awards dinner to profitability for the first time in company history by working with the sales team to bring new sponsors on board, creating multi-year partnerships and bringing higher quality and consistency to the event to ensure sponsor and attendee satisfaction.• Managed all trade show activities for corporate and book division, including design, setup, travel, promotions, and in-booth and related events, ranging from book signings to networking receptions. OPERATIONS• Consolidated four separate marketing groups into one streamlined department, reducing staffing needs by 40%.

Contract position working for former employer to implement growth strategies and document key business processes in start-up company.ENTREPRENEURIAL START-UP• Implemented cross-selling strategies which increased average order size by 25% and grew monthly sales by 43% in a traditionally slow season. • Audited corporate filings and found company out of compliance in all areas. Brought all filings 100% current and complete.• Created aggressive marketing strategy to increase catalog requests, increasing mailing circulation by 145%

Us

High-impact position defining corporate identity for high-growth SAAS company creating new market, specializing in Fortune 500 companies. Responsible for all areas of B2B marketing including strategic planning, tactical execution, budgeting and sales support. BRAND MANAGEMENT• Oversaw two complete corporate rebrandings, including visual identity, positioning and awareness campaigns.THOUGHT LEADERSHIP • Managed B2B marketing communications strategy, including speaking engagements for company executives, content creation, and event marketing. • Created partnerships with academic institutions, providing the company with access to cutting-edge research, consulting co-projects, teaching engagements and placement of product in curriculum.• Managed user-centric content initiatives including user groups, professional conferences, webinars and newsletters.• Create and present webinars to increase visibility as subject-matter experts and generate leads for sales department. • Managed all aspects of events, drawing 200+ manager- and director-level attendees from 20+ Fortune 1000 companies, generating direct registration revenue and resulting in closing 90% of prospects. • Public relations activities resulted in coverage in The Wall Street Times Transcript, the San Diego Business Journal and Fortune magazine.DRIVING ORGANIZATIONAL CHANGE• Rebuilt sales workflow: designed sales process, created complete tool set and reference library, templates, scripts, proposals and training. Grew sales department by 300% year over year. • Implemented CRM software to track customer pipelines, onboarding and implementation. • Increased customer base by 100% year-over-year through improved sales tools and marketing.• Closed engagements with Northrop Grumman, Texas Instruments and the United States Special Operations Command, generating a 15% increase in annual revenues.

Irvine, Ca, Us

MARKETING DIRECTOR 2000 - 2002• Responsible for ROI analysis of marketing programs, with emphasis on increasing rate of return and providing better accountability and visibility into impact of spend. • Championed and implemented a match-back system that identified and allocated $4 million in previously untraceable sales to catalog mailings, and enabling accurate analysis of list, creative and mix variables.• Implemented square-inch analysis on catalog to improve product selection, increasing profitability of catalog pages by 20%. • Managed introduction of new product line: forecasting, pricing, promotions, branding and packagingSPECIAL PROJECTS MANAGER 1999-2000SPECIAL PROJECTS COORDINATOR 1999EXECUTIVE ASSISTANT 1998-1999• Started and managed affiliate marketing program.• Managed software audit that identified $200,000 of liability due to licensing issues• Transitioned production from home-grown software to professional MRP system• Analyzed production line to streamline process, creating consistent on-time delivery for first time in two years.• Held call center voluntary turnover to zero during high-stress holiday season where faulty software roll-out resulted in 50% error rate in shipments, software screen refresh times of 2-3 minutes and hold times of 60+ minutes. Led 3-month project to clean up resulting customer services issues.

Singapore, Sg