1. NATALIE SIEBUHR
San Diego, California – natalieasiebuhr@gmail.com – 858.947.8999
www.linkedin.com/in/nataliesiebuhr
MARKETING – PROJECT MANAGEMENT - MERCHANDISING
Dynamic Marketing Manager with 15+ years diverse experience in Retail Marketing, Merchandising, Project
Management, and Training. Effectively cultivated, negotiated and managed marketing and merchandising
programs for Sony’s retailer portfolio. Highly energetic, enthusiastic and innovative leader with strong
interpersonal skills who excels in building relationships and working in a team atmosphere.
o Retail Merchandising o Project Management o Promotions Management
o Visual Merchandising o Brand Management o Budget & Forecasting
o Product Training o Product Launches o Tradeshow Management
PROFESSIONAL EXPERIENCE
SONY ELECTRONICS INC. – San Diego, California 1999 - 2014
Retail Marketing Manager – Digital Imaging 2008 - 2014
Managed all Cyber-Shot, Handycam and Alpha marketing materials and displays implemented at retail.
o Created and launched over 35 separate display projects, supporting new product launches and
marketing campaigns that resulted in an overall average ROI of 21%.
o Launched merchandising initiatives including point-of-purchase literature and product packaging that
supported Sony’s overall marketing campaigns.
o Deployed 500 retail displays and implemented numerous point-of-purchase materials for Sony’s NEX-5
camera launch, which resulted in a 15% increase in year over year sales.
o Reduced retail marketing costs 20% annually by working closely with preferred vendors and
negotiating pricing and fees while ensuring the continuation of enhancements and services.
o Lead the Retail Marketing department in managing projects, preparing accurate monthly forecasts, and
budget reports to track spending.
o Received 7 Point of Purchase Advertising International (POPAI) Awards.
Product Information Manager (Marketing Manager) – Personal Audio 2005 - 2008
Initiated and managed the product launch process and collaborated with business unit leads to create new
assets and leverage existing assets for training, retail, and tradeshow placement.
o Created consumer messaging and technical specification documents for over 100 products annually
for internal and external reps to improve Sony product advantage discussion points and redirect
product objections.
o Developed product related literature, including training guides and PowerPoint presentations
highlighting new products and technologies to educate all internal and external sales associates, which
influenced annual assortments and provided maximum customer support.
o Conceptualized and created new training structures and training content, such as online training, which
increased understanding of Sony products and services and achieved department sales goals.
o Proofread and co-authored technical documents, executed product demonstrations and interviewed
the press, which strengthened market perception of Sony’s personal audio products and technologies.
o Managed product asset database and product samples and played a key role in streamlining and
organizing the sample management process.
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NATALIE SIEBUHR natalieasiebuhr@gmail.com - 858.947.8999
SONY (Continued)
National Product Trainer – Digital Imaging 2002 - 2005
Educated and trained national and regional sales associates and internal employees on all Sony digital
imaging products and technologies.
o Developed and delivered sales training presentations for launch of new consumer electronic
technologies such as: High Definition Camcorder, MiniDV Camcorder, NightShot Technology and 3
CCD Sensors.
o Contributed to Sony’s #1 digital imaging market share via effective content creation, sales trainings,
product demonstrations and communication skills.
o Planned and executed annual Retail Specialist Workshops, 2002-2005.
o Educated media and potential clients on digital imaging products and technologies at press events and
trade shows such as the Consumer Electronics Show (CES) and the Photo Marketing Association
Show (PMA) in order to establish the Sony brand.
o Awarded Sony’s “Training Team of the Year”, 2001 and 2002.
Retail Account Specialist 1999 - 2002
Responsible for educating retail sales associates and developing strategies to maximize sell through on all
Sony products within the Michigan and Ohio territory.
o Organized and maintained a monthly visit schedule to over 70 retail accounts including Best Buy,
Circuit City, ABC Warehouse and HH Gregg’s.
o Provided feedback to Sales and Product Marketing Managers on product sell through, competitors,
objections and merchandising display issues.
o Managed and maintained display merchandising execution and drove product sell through by on-site
training and assisted selling.
o Served as the team leader, aggregating information and producing monthly reports on business trends
and competitive strategies.
o Supported Sony at trade shows and special events such as the Consumer Electronics Show (CES), the
Photo Marketing Association Show (PMA) and Sony’s internal Open House.
THINGS REMEMBERED – Cleveland, Ohio
Visual Merchandiser 1995 - 1998
1995 - 1998
Created Merchandising standards for Things Remembered retail locations throughout the United States.
o Developed product merchandising solutions and merchandising guides, ensuring uniformity throughout
1500 retail locations.
o Worked with national planners and buyers to develop optimal assortment mix, which enabled them to
achieve sales plans and profit margins.
o Launched monthly promotional campaigns to1500 retail locations.
EDUCATION
Bachelors of Science, Communications – Ohio University – Athens, Ohio
COMPUTER EXPERIENCE
Operating Systems and Software
o Microsoft Windows o Microsoft Excel o Microsoft PowerPoint
o Microsoft Word o Microsoft Outlook o Adobe Acrobat
o Ariba Software o Microsoft SharePoint
