Cherie White has over 20 years of experience in marketing roles within B2B and CPG companies. She is skilled in developing and executing marketing plans, creating marketing collateral, managing advertising campaigns, and leading marketing teams. Currently, she works as a Marketing Coordinator for a clinical equipment company, where her responsibilities include writing marketing materials, managing trade shows, developing media plans, and maintaining customer relationships through Salesforce and email marketing. She has a proven track record of launching new products and managing brand portfolios.

1. Cherie White
602.316.2818 • cheriewhite@cox.net • http://www.LinkedIn.com/in/CherieWhite
PROFESSIONAL SUMMARY
Senior Marketing Manager with extensive experience in managing marketing activities in B2B and CPG companies.
Skilled in developing and executing marketing plans to achieve sales targets. Over 20 years experience in creating
collateral, print and electronic advertisements, promotional campaigns, collaborating with website developers,
writing press releases and other corporate communications, managing personnel and managing social media
exposure. Highly effective in building marketing teams and optimizing processes to improve efficiencies and ensure
company goals are met. Proven track record of launching new products and taking them from concept to shelf.
• Cross-functional team leader • Campaign management • Project management
• Branding and strategic planning • Media planning • Financial skills
• New product development • Excellent negotiator • Outside agency experience
PROFESSIONAL EXPERIENCE
Banner Health/ENTECH – Clinical Equipment Services
Marketing Coordinator March 2015 – Present
• Write copy for all marketing and communication materials, including collateral, advertisements, websites,
press releases, customer correspondence, email blasts, newsletters and promotions
• Manage and coordinate trade shows and activities surrounding trade shows, including sending email
blasts, making travel arrangements, submitting profiles, etc.
• Work with sales team to identify new prospects, markets and opportunities in key regions
• Manage advertising, including developing ad concepts, recommending and implementing media plan
• Manage public relations for division, including establishing and maintaining positive working relationships
with media representatives, responding to inquiries quickly, developing and pitching positive print and
broadcast stories; serve as media spokesperson as required
• Utilize Salesforce to manage customer relationships; utilize iContact email service provider to develop
email blasts and newsletters
• Develop company presence on LinkedIn; regularly post news on company page
• Manage ENTECH’s Reptrax contracts for technicians to facilitate entry into non-Banner facilities
• Assist key executives and leadership in developing communication materials, presentations, videos, etc.
• Assist main Banner Health service center in taking and dispatching service calls for facilities nationwide
MBF Laser, LLC
Marketing, Sales, Operations July 2012 – Present
• Manage sales, marketing, customer service and operations for personal laser engraving business
• Network with various Valley groups to promote laser business
• Manage all social media and communication activities for laser business
Central Garden & Pet, Phoenix, AZ
Brand Manager, Equine Nutritional Supplements April 2011 – July 2012
• Developed annual marketing plans to achieve divisional objectives for assigned portfolio of brands
• Managed P&L for assigned portfolio, including devising pricing strategies, identifying margin
improvements and budgeting marketing expenditures
• Identified issues related to assigned portfolio, including evaluating marketing programs, initiating market
research and compiling relevant competitive intelligence
• Championed and managed new product development for assigned brands
• Attended various industry events, including trade shows to represent assigned brands and company
• Managed both internal and outside advertising agency relationships to implement brand plans
• Collaborated closely with production schedulers, the CGP plants, warehouse and quality control to
minimize backorders

2. Cherie White Resume, Page 2
• Planned and presented sales training presentations for assigned product lines and new products
• Collaborated with PR department to maximize positive publicity and minimize negative publicity
• Communicated with field sales force regarding assigned products and programs and assist them as
needed to be successful at retail
Universal Laser Systems, Inc., Scottsdale, AZ
Marketing Manager April 2003 – April 2011
• Directed marketing and communication activities for entire company
• Managed advertising/trade show activities, including developing ad concepts, recommending and
implementing media plan, trade shows, managing Google Adwords campaign
• Member of CRM implementation team; researched CRM companies, wrote business requirements
• Acted as account manager for large retailer: introduced new materials into product mix, coordinated
training, visited store locations, etc.
• Wrote copy for all advertisements, literature, websites, press releases, customer letters, email blasts and
promotions; wrote articles for submission in various trade publications
• Assisted in creation of distributor web portal; worked with sales to develop promotions; coordinated and
wrote customer and distributor recruitment mailings, email blasts; communicated regularly with internal
sales force as well as external distributor representative network
• Compiled competitive information; created and maintained competitive matrix
• Identified new markets and opportunities; partnered with materials companies
• Worked closely with key executives, including COO, owner/President and development team to improve
product line and develop new products, line extensions
• Developed marketing department infrastructure, eventually expanded team to 10 people
Naturally Vitamins, Phoenix, AZ
Marketing Manager January 2001 – December 2002
• Directed all marketing and communication activities for entire company; supervised marketing staff
• Developed and executed marketing plans for new products and existing product lines; wrote copy for
collateral materials, advertisements and websites
• Collaborated with in-house and outside agencies to develop ads, collateral and company websites
• Developed promotions and coordinated all customer mailings, including direct mail campaigns to
prospective customers; recommended mailing lists to purchase
• Managed relationships with third-party authors, doctors and spokespersons
• Purchased media for trade and consumer publications, as well as radio and television; executed packaging
changes; developed literature, P.O.P. materials, advertising
• Identified new markets and opportunities for product lines and company
• Coordinated and attended industry trade shows
• Functioned as account manager for distributors
• Collaborated with Vice President of R & D and President to develop new products, line extensions, other
marketing opportunities
• Created sales/marketing infrastructure that included developing job ticket forms, promotional calendar,
mailing request order and literature tracking system
• Instituted performance evaluation procedure for team; wrote dress code policy for company
EDUCATION
Masters in Business Administration University of Phoenix
Bachelor of Science Arizona State University, College of Business
PROFESSIONAL AFFILIATIONS
Board Member/Founder, East Valley Premier Networking – Gilbert, AZ
Member, Chandler Chamber of Commerce – Chandler, AZ