Sally Vandershaf Email & Phone Number

San Francisco

Marketing strategy and implementation for B2B SaaS product line, including:Successfully implemented Home Energy Report programs for utility clients, resulting in meeting or exceeding energy reduction usage goals.-A/B and treatment/control group experimental design-New functionality design (aimed at specific customer cohorts and small business)-Website development management, SEO optimization, email marketing, and Google AdSense programs -Creative direction of print and digital graphics (print and online/mobile advertising, e-mailers, websites, video and print collateral)-Graphic design and illustration for print and digital-Copywriting for print and digital, including technical brochures, emailers, white papers and press releases-Collaborating with internal constituencies (account management, software development) and outside developers (video creation, trade show management, PR firm)-Marketing analytics and ROI on digital advertising and emailers-Work with sales department on proposals to successfully win new businessSkills:-Illustrator, Photoshop, Google AdWords, Google Analytics, WordPress, ConstantContact, Mailchimp, Powerpoint, Jira

San Francisco, Ca

Consumer Research ConsultantConsumer and competitive research for clients including Neiman-Marcus, Saks Fifth Avenue, Peets, Pier 39, Heald College, Macy’s, Nespresso, Midas, Nissan, MetroPCS, YMCA, Bank of America, UnionBanc and First Republic.

San Francisco Bay Area

Maintained client relationship with Lexus (Articulate’s chief client) regarding project status and managed their expectations.-Created budgets for print, online, event and video projects.-Project management for print, online, event and video creative.-Conducted quality control on creative.-Coordinated with creative teams (programmers, graphic designers, QA testers, event producers) for efficient client approval and feedback process.-Anticipated and circumvented problems.-Created and pitched programs to expand Lexus Hybrid Living.-Created new business opportunities to expand Articulate Design’s business, pitching major brands such as Autodesk, Cisco, Philips, GM, Ford and Donna Karan.

San Francisco

Developed and managed a national network of 180+ eco-oriented business and managed website development and social media promotions for Lexus Hybrid Living campaign (www.lexus.com/hybridliving).-Recruited participants for Lexus Hybrid Living’s national network of 180+ eco-oriented businesses, built relationships and managed this partner network, for both event and online marketing.-Client list included: Lexus, Articulate Design, and major eco brands such as Pangea, Real Food Daily and bambu.-Translated Lexus Hybrid Living branding strategy into both online and event experiences to create an ongoing integrated branding campaign.-Developed and maintained website in conjunction with teams of writers, graphic designers, programmers and QA testers.-Created project plans and allocated resources; created wireframes and wrote product specifications-Tracked website usage and optimized site traffic based on quantitative analysis.-Created and implemented Facebook and Twitter social media strategy, including online contests coordinated with events.-Created presentations for the client (Lexus) based on web traffic statistics as a basis for developing and implementing new strategies to drive increased traffic. -Coordinated the presence of key Lexus Hybrid Living partners at events, including the TED Conference, New York Fashion Week and the Environmental Media Awards.-Created and collaborated on print, video and online presentations for Lexus Hybrid Living events, to be used at event and as follow-up publicity. -Implemented People’s Choice CFDA Eco Fashion contest via Facebook API plug-ins and social media strategy, resulting in more than a sixfold increase in daily visitors to the site.

Sausalito

Created branded sales materials, customized for each potential new client, for audio tour company. -Researched target markets to find the most promising potential new clients.-Organized Antenna Audio’s trade show presence.-Managed design and production of all printed promotional and sales materials.-Managed direct mail and advertising campaigns, including annual advertising and materials budgets.

Mountain View

Managed the creation and implementation of online advertising for Netscape's programs in order to cost-effectively drive new users to Netscape's site and increase registration, downloads, and page views.-Oversaw creative and media buying agencies-Implemented optimization testing for web banner advertising.-In three months, reduced Netscape's average cost-per-click from $7 to under $0.60

Burlingame

Developed and implemented strategic marketing for online multiplayer computer game, FireTeam. -Managed product packaging, online and print advertising placement and creative, sales collateral, and trade show presence. -Increased click-through rates for online advertising from under 1% to above 20%.

Walnut Creek

Developed and implemented strategic marketing for Maxis games, including the best-selling Sim series. Conducted product and market research and implemented marketing programs. -Determined optimal product positioning, messaging, and product differentiation.-Oversaw product launches, including packaging, advertising, PR, and channel and online promotions.-Wrote break-even analyses and pricing recommendations.-Conducted competitive research in the games industry and wrote white papers on research results.-Conducted consumer research (focus groups and metrics-based surveys) into customer demographics, perceptions and needs and recommended additional features for new versions of products.-Wrote and implemented the biannual Maxis Customer Survey, which added to understanding of customer demographics, perceptions and needs.-Partnered with Product Development to present product concepts to Maxis' new product review committee.

Education record

Certificate, Professional Sequence In Marketing Metrics

I am currently enrolled in this program to learn updated best practices in marketing campaign analytics, market research, pricing.

B.A, Communications