Ed Hansen, M.B.A. Email & Phone Number

Beaverton, Or, Us

Own marketing communications strategies, tactics, and execution for multiple product lines and market verticals. Plan the launch of new hardware and software products and new feature releases. Manage the cross-functional execution of plans, including collaborating with an in-house team of creatives in content creation and technical marketing experts in campaign execution, tracking, and analysis. Support Sales by developing sales tools and communicating the value proposition and key differentiators. Champion plans in meetings with top executives.

Santa Clara, California, Us

Led the development of personas, positioning, messaging, and communication strategies and assets for the Intel Unite® in-room collaboration solution and emerging software-as-a-service (SaaS) products, targeting IT decision makers, managed service providers, system integrators, and other end-users and solution partners | Defined and executed strategies to drive demand and generate leads | Researched competitors and led the creation of targeted battle cards, competitor guide, and other tools to arm Sales and partners | Collaborated extensively with product managers, product owners, engineers, sales, and channel partners | Led content strategy and owned the creation and management of a wide variety of marketing and sales enablement assets | Supported global sales staff, OEMs, and solution partners | Ghost-wrote thought leadership articles for publication in major trade magazines | Wrote marketing and sales enablement copy and proofread/copyedited internal and agency content | Managed AR/PR program | Directed the work of agencies and freelancers• Championed successful effort to move most agency functions in-house, allowing for greater messaging agility and the creation of agency-quality marketing and sales enablement assets at a fraction of the cost of outsourcing• Worked with Legal, Brand & Trademark, and other key functions across Intel to create an Authorized Reseller certificate, a trust-building tool deemed vital for sales success in APJ by in-country field sales reps• Collaborated with Intel technical sales specialists to develop a 3-hour interactive training curriculum for the Intel Unite® in-room collaboration software aimed at solution partners that covered marketing, sales, and technical deployment topics• Created an advertising campaign in-house aimed at channel partners that generated ad engagement rates above 31%, consistently outperforming publication averages

Wilsonville, Oregon, Us

Identified positioning, developed messaging, and managed all aspects of marketing and public relations for a leading manufacturer of installed sound solutions and microphones for professional musicians | Collaborated with Sales, Engineering, Operations, executive officers, and channel partners to identify needs and build a wide variety of marketing and sales enablement assets | Developed and executed campaigns targeting system integrators, solution providers, sound engineers, and professional musicians | Managed all media, including website, video, print, interactive, direct mail, and social media | Oversaw trade show planning | Was chief creative, creative director, project manager, and copywriter for marketing and sales enablement assets | Managed $600,000 budget• Led the development and execution of marketing communications and media relations strategies for the successful launch of the M65 desktop microphone and the Dante® | AES67 integrated microphone system• Successfully pitched and led the development of a job story published in a major trade publication that reached over 20,000 system integrators, AV decision makers, and audio consultants• Created a GDPR compliant newsletter program that performed at 3X the industry average across multiple KPIs

Lake Oswego, Or, Us

Led the development and execution of global communication strategies and select product development projects for the leading innovator in aviation headsets | Defined value propositions and developed messaging for groundbreaking, technologically advanced products | Worked closely with Sales, Engineering, Operations, and Customer Support | Participated at a high level in headset development decisions, including design and pricing | Led market research initiatives, creating survey instruments and distilling data into actionable information | Managed all paid, earned, shared, and owned media globally | Owned creative concepting, creative direction, and copywriting for all communications, including print, digital, and video formats | Supervised marketing coordinator, senior graphic designer, and digital marketing manager | Managed $1 million budget• Led the development and launch of a one-of-a-kind flight bag designed for younger business and recreational pilots• Spearheaded marketing communications strategies for the launch of the Zulu 3 headset, helping boost sales beyond plan while decreasing marketing expenses by 13%• Executed a campaign to drive positive Amazon reviews for the new Zulu 3 headset, increasing reviews by 235% while maintaining an average rating of 4.5

Lake Oswego, Or, Us

Spearheaded global marketing communications initiatives across product categories | Planned and executed global advertising and promotional strategies | Developed and deployed marketing research | Was creative director, project manager, and sole writer for all marketing, media, and channel communications | Managed E-commerce site | Directed senior graphic designer and marketing coordinator• Created communication strategies and content that preserved brand authority and corporate reputation during the high-profile launch, recall, and successful re-launch of the Zulu PFX aviation headset• Initiated data-driven marketing by developing, deploying, and analyzing ongoing post-purchase surveys to assess pre-purchase influences, post-purchase satisfaction, and advocacy behaviors

Led product development and communication initiatives for the manufacturer of cash handling and counterfeit detection devices | Researched new product concepts and converted feedback into product and packaging enhancements | Created and communicated product requirements to overseas engineers | Developed communication concepts, wrote copy, and provided creative direction | Led development of advertising, packaging, signage, and brochures• Oversaw the development of the Instacheck counterfeit detector, conducting market research, developing and testing UI prototypes, and working with engineers to develop and launch a new product category now available at major retailers• Developed UI mapping tool to guide engineers in China through complex if-then scenarios• Created the company’s tagline, still in use today

Led marketing communications, media relations, sales enablement, and selected product development projects for a leader in the outdoor power equipment industry, in preparation for the global launch of major new brands and innovations | Led the development of brand identity, positioning, key messages, and communication strategies | Conducted market research, including retail intercepts and field research | Managed packaging and retail signage design, production, and distribution | Responsible for the creation and global distribution of a broad set of sales, marketing communications, and media relations assets, providing creative direction and writing copy | Collaborated with Sales, Engineering, and Operations | Worked closely with PR and advertising agencies and directed company and contract creative professionals | Compiled market research, competitive analysis, and campaign performance metrics• Created marketing communication strategies and assets that laid the foundation for the successful launch of PowerSharp®, a first of its kind on-the-saw sharpening system now available at major OPE retailers

Managed North American marketing communications and media relations programs and ensured worldwide alignment with branding objectives for a global manufacturer of light construction equipment | Planned and implemented B2B advertising and media relations strategies for new and mature products | Served as lead creative, creative director, and sole writer for a wide variety of print and digital marketing assets | Collaborated extensively across Engineering, Sales, Customer Service, and Operations | Coordinated major trade show exhibits and oversaw initiatives supporting field sales staff • Revitalized the ICS brand by completing a brand identity makeover and supporting multiple product launches through a web redesign and creation of advertising, product literature, major trade show exhibits, and two 30-second TV spots• 2008 Product Guide won the Association of Equipment Manufacturers award for product literature and was judged by independent sales representatives to be the best ICS catalog to date

Supported the national launch of an innovative SaaS training product for the senior care industry by developing and executing multi-channel sales and marketing strategies, targeting executives of major companies | Led the development of brand identity, positioning, and key messages | Developed trade show promotions, direct mail, and other lead generation programs | Conducted prospecting activities and delivered online and in-person presentations to key personnel of major companies | Led the design of, and wrote copy for, a wide variety of marketing assets• Created a brand identity that set the bar for other corporate products

I have been privileged to have been selected to serve on a number of nonprofit boards of directors and to work with tribal, state, county, and city representatives on a variety of key projects.Yamhill Valley Visitors Association: ChairWorked to establish stable funding for the newly formed tourism marketing association, helped conduct research and formulate plans and participated in community meetings.Valley Inter-Cooperative Strategies to Increase Tourism (VISIT Group): PresidentLed a cooperative effort of community groups, businesses, government and individualswhose purpose was to promote a two-county region as a viable visitor destination. Finalized the Silver Falls Tour Route project, working with city officials as well as state and county representatives.Mid-Valley Arts Council: PresidentLed non-profit organization with a mission to support arts in a two-county area. Worked closely with local galleries, artists, and arts groups, as well as state arts and culture agencies.Fort Yamhill Project: Task Force and Steering Committee MemberWorking with tribal, state, and county representatives, as well as cultural experts, helped develop plans for the Fort Yamhill cultural preservation site.Oregon Tribes Tourism Working Group: Representative for the Confederated Tribes of Grand RondeWorked with tribal and state representatives, as well as marketing consultants, to develop a statewide tribal tourism strategy.Salem Chamber Orchestra: Vice-presidentSalem Convention and Visitors Association: Board memberWashington County Convention and Visitors Bureau: Board member

Mba, Business, Marketing

B.S., Psychology