1. HEIDI THATCHER
231 5TH
STREET PHONE #: (484) 515-0367
EASTON, PA 18042 EMAIL: heidithatcher4@gmail.com
BACKGROUND
SUMMARY
A successful marketing specialist, with almost twenty years’ experience in both
consumer products and e-commerce marketing. Proven track record of meeting
aggressive timelines, reaching new product development goals, and increasing sales
revenue. Strong skills in product development, project management, cross-
functional team leadership, communication and presentation skills.
PROFESSIONAL EXPERIENCE AND SELECTED ACCOMPLISHMENTS
Zebra Pen, Edison, NJ
2014-Present
Product Manager/Channel Marketing Manager
Lead, implement and analyze marketing strategy for both Creative and Fundamentals brand families. Also
responsible for assigned retail accounts in all classes of trade (Mass, Food, Drug and Office) that generate over
$7M in revenue.
Lead all marketing efforts for key accounts including promotions, NPD analysis, merchandising, and
product assortment recommendations.
Collaborate on sales presentations for account meetings, as well as attend/present Marketing strategy to
retail buyers when needed.
Research competitive landscape for all classes of trade to leverage industry best practices.
Responsible for entire Merchandising program within company which includes managing current display
items (monitoring sales, managing display life cycle, developing exit strategies), creating strategic plan for
new displays, working with vendors in terms of design, pricing and managing internal operations team to
ensure ship dates.
Manage account specific merchandising opportunities for key accounts.
Spearhead all new product development for both Creative and Fundamental brand families. Research
product ideas, understand consumer needs, benchmark competitive product and create strategy for product
launch. Assist sales team with selling story, product samples and additional selling tools to present to key
accounts.
Manage everyday marketing responsibilities for both Creative and Fundamental brand families, including
product maintenance, product analysis, operational issues and opportunities with key accounts.
Accentra, Inc., Newtown, PA
2012-2013
Marketing Manager, PaperPro Brand
Developed and executed marketing strategy for PaperPro brand ($17M), primarily focusing on brand awareness
and positioning in the office supplies industry.
2. Led all marketing efforts including promotions, social media, web development, merchandising, packaging
and other day to day marketing functions.
Started social media efforts, targeting Facebook for year one. Created all content geared towards consumer
engagement. Increased fan base from 200 to 1000+ “Likes” in less than one year.
Managed web site redesign. Defined objectives, benchmarked websites, sourced/interviewed web developers,
designed wireframe of site, organized/built photography catalog for graphics portion of the site and compiled
content.
Formulated consumer promotions calendar for 2012-2013. Designed fun product themed promotions as well
as managed the creation of sales literature, presented to manufacturing sales representatives and promoted
through social media outlets as well as consumer database.
Oversaw merchandising initiatives for major retailer accounts, focused on product mix, worked closely with
display companies on design, and collaborated with third party design team for graphics.
C.F. Martin Guitar, Nazareth, PA
2006-2012
Marketing Manager, Resale/E-commerce/Licensing
Responsible for managing the guitar accessories business, as well as creating and implementing a licensing
strategy for the Martin brand.
Managed guitar accessories business ($2.7M) including but not limited to pricing, inventory management and
forecasting.
Handled 1833 Shop online retail store. Chose product mix, created consumer promotions and designed direct
mail pieces to generate traffic to store.
Responsible for launching 12-24 new products per year across all accessories categories including clothing,
novelties and guitar accessories.
Created marketing strategies for Direct to Consumer, Export, Wholesale and Retail/Telesales channels of
distribution.
Designed all marketing materials for the guitar accessories business including sales catalogs and printed
direct mail pieces.
Researched and implemented a licensing strategy for the Martin brand including interviewing and choosing a
licensing agency, creating a licensing brand style guide, attending licensing related tradeshows and acting as
liaison between licensees and internal project team to ensure product deadlines are met.
CRAYOLA, Easton, PA
1995-2006
Marketing Associate, Belonging As Me Platform
2005-2006
Played integral role in launching the Belonging As Me Platform, a new marketing initiative exclusively targeting
girls ages 6 to 12.
Launched Girlfitti product line against aggressive timeline (7 weeks) to meet a key account opportunity for
holiday season ($3 MM+).
Managed day-to-day operations of Girlfitti product line including package graphics changes, modular
packaging and cost savings projects.
Handled all customer specials for accounts such as Target, Kohl’s and Costco representing $500 K in sales
volume. Created product concepts, completed financial analysis and worked with sales team to meet
expectations/deadlines.
3. Led internal team to launch 4th
quarter Radio Disney Promotion to promote the Girlfitti product line.
Collaborated with promotions department to develop product ideas, content and logistics of program.
Explored “Sharing Me” opportunity, a line of scrapbooking products targeted towards young girls. Compiled
competitive research, as well as created new product concepts and facilitated focus groups with moms and
girls.
Associate Channel Manager, The CrayolaStore.com 2002-2005
Managed online retail store representing $1.5 MM in sales revenue. Led daily operations of The
CrayolaStore.com including product mix, inventory management, customer service, distribution and analysis.
Exceeded E-Commerce sales plan of $1 Million dollars in first year of assigned position.
Wrote 12 monthly e-commerce newsletters per year for 750,000 online registered users representing 21% of
total sales. Chose product features, created content, and collaborated with design team for graphics.
Developed affiliate marketing partnerships with Commission Junction, Upromise and My Coupons.com,
which represented 14% of total store sales.
Increased number of repeat purchasers from 10% to 15% by creating marketing programs such as free gift
with purchase, VIP coupon offers and new product sampling.
Created online retail outlet to increase overall shopping cart dollar volume. Generated over $200,000 within
first 6 months of launch.
Marketing Associate, Crayola Markers and Dry Erase Segments 2000-2002
Marketing Assistant, Crayola Markers and Dry Erase Segments 1999-2000
Led new product development for Children’s Markers, the second highest revenue-generating segment within
Product Category Marketing.
Managed product development efforts including brainstorm sessions, gaining consumer feedback, sourcing
product components, package design and preliminary financial analysis. Launched 10 new products that
generated over $1 million in sales within their first year.
Conducted quantitative analysis of IRI data for Crayola Children’s Marker segment and competitor
performance. Generated monthly report that summarized product category, competitor and product sku
performance and utilized for departmental meetings as well as product forecasting/demand planning.
Marketing Assistant, Liquitex Brand 1997-1999
Marketing Coordinator, Liquitex Brand 1995-1997
Assisted with the daily maintenance of the Liquitex brand, a line of art material products targeted to both fine art
and decorative artists. Increased total Liquitex sales by 6% in a declining segment.
Implemented new colors program, which generated $1 million in sales and exceeded plan by 4 times the
expectation. Received company Innovation Award for "New Colors Program", which generated $1 Million in
sales and a cost savings of $600,000.
Introduced Painting Mediums Assortment Program, which drove sales by 15%. Offered free “on shelf” point
of purchase strips to retailers with purchase of certain Mediums Assortments. Created product assortments,
handled pricing, and worked with art consultants to execute point of purchase aspect of program.
Refreshed entire line of painting sets and boxed assortments, which increased sales by 62%. Directed art
agency on package design, created all technique sheets and led project teams to meet target ship dates.
Managed strategy for major retail trade shows, as well as solely handled consumer shows for decorative
artists.
Collaborated with art agency to design all sales literature and copy, including Liquitex Art Materials Catalog.
