Kristin M Kraus | Savvy Marketing Consulting

Entrepreneurial, hands-on and tech savvy marketing executive with sales and customer satisfaction focus. Strong talent to quickly synthesize information, interpret business needs, develop winning plans and deliver results – particularly for teams in start-up and transition. Strategic planner with front-line execution expertise.

See Recommendations

Key

Skills

Strategy
Interactive/Digital Marketing Specialization
Social Media & Storytelling
Demand Creation & Lead Management
Brand Development & Management
CRM & Marketing Automation
eCommerce
PR & Events

Customer Needs Evaluation
Value Prop/Positioning
Web Analytics
Sales Training
Team Management & Cross–Functional Team Leadership
Agency Management
Financial Management
New Policies & Best Practices

Work

Experience

& Results

Marketing Consultant, Owner

2010 - Present

Savvy Marketing

Creating strategies and delivering programs for B2B, Consumer and Non-Profit clients. Work includes: strategy, competitive assessment, branding, positioning, investment and mix recommendations, lead generation programs, sales tools, and website creation. Recent fundraising email campaign delivered 81% open and 64% click thru rates. I do everything from strategy thru hands-on social media posts.

Director of Marketing

2017 - 2018

REDCOM Laboratories Inc.

Developed strategy and cohesive tactical marketing plan. Established priorities and put in place new lead gen programs and tracking of results. Established KPIs for Marketing. Implemented new email/content programs. Evaluated and recommended new marketing automation (SharpSpring) and data cleansing tools and procedures. Repositioned REDCOM in priority markets and developed strong key messages to guide all materials. Eliminated wasteful customization for trade shows to focus on core VP, and delivered programs for pre/post show lead optimization. Provided insight and recommendations for UX/UI for new software to launch in 2018. Initiated social media plan - drove 300+ % growth in followers, plus increase in engagement in key segments. Delivered strategy, plan, website architecture, content plan and tools for 2018 launch of new web experience. Introduced initial co-marketing strategy and activities with 2 key partners delivering short-term opportunities and promising long-term results.

2010 - present

Digital Marketing Strategist

2016

Dixon Schwabl via contract with

Provide digital marketing strategy and execution expertise to Dixon Schwabl’s clients. Collaborate with account services, creative and technical teams to develop proposals, project plans and KPIs to meet client needs. Pitched new business and account presentations for major clients.

Senior Marketing Manager

2011 - 2012

Infection Control

Healthcare/Life Sciences

Hear from my boss

Defined KPIs, strategy and marketing mix to generate demand and improve account penetration. Created and delivered support for 10 product launches and 13 major marketing programs. Met goals for 2011 bonus incentive within first 6 months. Managed team budget, including $120k savings to bottom line. Launched first ecommerce site for U.S. Region.

Delivered first interactive/on-line demand generation programs including direct mail, email and personalized URLs (1:1). Defined new processes for promotions and engagement of customer service in marketing programs.
Initiated recommendation and business case for data cleansing, appending and lead nurturing programs. Defined first automated marketing programs and recommended vendor.
Recruited and managed team for newly-created Inside Sales organization. Defined roles and processes for lead activation, workflow and coordination with field sales and service. Delivered new trade show booth design and lead programs. Increased leads 27% (previous year) with less budget.
Drove U.S. sales and marketing strategy and technical requirements for new global website. Liaison to global roll-out team for SalesForce.com implementation. Created strategy for online presence including advertising, content marketing and initial social media trials.

Worldwide Marketing & Communications Manager

2006 - 2010

Accountable for full strategic and tactical brand creation and execution for Consumer and B2B customers for Retail Systems business (KODAK Picture Kiosk and digital photo labs). Oversight of customer experience at retail - 94% consumer satisfaction rating and 96% referral rate. Achieved 92% opt-in rate for direct marketing thru loyalty programs.

Spearheaded web strategy and implemented interactive programs including social media, CRM and emerging technologies (web/mobile/apps). Achieved market–leading share of voice thru break-though testimonial approach for launch of innovative new digital portfolio (APEX). Delivered major client strategy, proposals and presentations to senior executives, including CVS, Walmart, Target and Boots.
Supported 15 major software/product releases, including first campaigns delivered within the Kiosk UI/experience. Developed content strategy for consumer testimonials, content marketing and tips to drive trial, grow share and improve customer experience and satisfaction.
Revitalized positioning, messaging and consistent branding for new global turnkey Point of Sale (POS) system and marketing programs toolkit. Led research including message testing, eye–tracking, focus groups and usability validation. Implemented digital and traditional merchandising solution across 47 countries. Delivered over $2.1 million in creative investment savings.
Created new store concepts for major customers including Walmart, Target and CVS. Initiated online advertising, promotions and events to drive growth in store.
Developed channel marketing and training programs including co-branded retail clerk training via custom online portal. Lead contact with major retailers and Key Account Managers for market trial feedback, U.S. Customer Council and major product rollouts.

Worldwide Customer Relationship Marketing (CRM)

Manager & Privacy Officer

2003 - 2005

Hear from my agency

Recruited for newly-created leadership role for emerging CRM field. Charged with leading strategy, research, tools, best practices, branding and creative approach across brands, product and operational teams.

Produced ROI models for Consumer and B2B customers. Aligned CRM activities to retail store results. Drove all email activities. Single campaign added 250,000 opt-in consumers into new database within 30 days. 94% customer satisfaction rating.
Directly managed $14 million investment and KPIs for all digital initiatives.
Steering committee member for all major corporate IT infrastructure investments, processes and metrics.
Developed initial policies and best practices in newly-created role of Privacy Officer for Consumer Imaging division – both B2B and consumer focus.
CRM role responsible for delivering cohesive branding across all products and sub-brands. Defined and executed co-branded CRM and retail/destination activities with retailers and partners, including CVS, Target, Disney and Paramount. Created NewParent program and first content marketing and automated marketing programs for Kodak.
Delivered unprecedented industry results, for ecoupon effectiveness and CRM campaigns, as speaker at international AdTech Conference.

Interactive Marketing Manager- eBusiness Development, Office of the CMO, kodak.com

2000 - 2003

Hear from group EVP

Recruited for new role as consultant for the Consumer and Entertainment divisions, charged with driving effective and aggressive use of the web to grow business and enhance the brand.

Synthesized business unit priorities and recommended appropriate interactive strategy, eBusiness initiatives, pilot tactics and success metrics.
Specialized in finding ways to use the web to drive customers to retail.
Provided industry best practices leadership and training for global and regional marketing organizations. Created dashboard of key stats with BR and web tech teams for clients. Lead for all agency management for web activities. Liaison and resource for all U.S. agencies (9) for integration of web into traditional marketing plans.
Directed staffing, technical project requirements, customer experience requirements and schedules for 60+ projects and web-based products through central CMO organization for all Consumer and B2B activities. Projects included multple ecommerce applications and portals, including connection to SAP back-end.
Piloted many web "firsts" - first downloadable coupons, online promotions, vertical market tests, distributed content, custom photo apps, surveys/customer panel, loyalty programs and sweepstakes. Established benchmarks and best practices for each, as well as testing methodologies and KPIs.
Drove agency selection process and directly guided go-to-market efforts for over $6.2 million in A$ program investments. All projects delivered on schedule, on budget.
Recruited new specialized digital marketing vendors.
Cultivated and managed co-marketing partnerships with strategic and digitally-savvy brands.

Marketing Manager

1998 - 2000

Hear from my boss

New product line almost ready to ship -- without a marketing plan. Stepped in to guide rapid launch of new B2B digital product to new audience. Required definition and engagement of new channels and sales resources.

Drove all marketing efforts including new product launch kits, trade advertising and direct mail campaigns within 45 days of starting job -- from concept to execution.
Average direct mail campaign response of 4.6%. Continuously achieved bonus goals.
Evaluated channel strategies, including eCommerce and education market for viability. Identified a pilot vertical market to test a direct, web-based relationship due to rapidly shrinking margins. Defined success criteria and executed program $70,000 under budget.
Negotiated exclusive agreement with leading B2B association for access to target audience. Delivered complete eCommerce solution within 45 days for market trial.

Worldwide Product Launch Manager & US/WW Marketing Programs Manager

1995 - 1998

Defined and implemented dramatic improvement in go-to-market strategies and tactics for the Digital Imaging Division. Led first–ever cross-functional Worldwide Marketing Wave Launch team.

Influenced and gained team consensus on strategy, branding, key deliverables and schedules to enable simultaneous launch of 6 new products, worldwide. Presented key findings to management and other business units.
Directed team and full scope of launch activities involving value proposition, channel and consumer communications, branding, operational issues, training and service plans.
Delivered consistent, localized marketing materials in eight languages; POS materials in store in both U.S. and Japan on worldwide announcement date.
Led core cross-functional team of 28 entailing global product marketing, marketing communications, supply chain, localization, distribution and service teams. Created resource plan enabling on–time, on-budget launch.
Created Go-To-Market plans and programs for 10 products and 3 software/platforms. Lead marketing/communications resource for U.S. region plus global team leader for launch and marketing tools. Initial channel development and sales training for Kodak's first introduction of consumer/prosumer digital products at retail.

Earlier Marketing Roles

Marketing Manager

Newly created position. Defined and managed all aspects of marketing for Spectrum Office Products. Spectrum was acquired by Staples to form their Business Advantage division for medium-large companies.

Played pivotal role on Executive Acquisition Transition Team; delivered briefings on key business functions and unique customer requirements.
Directed team accountable for developing major account proposals and business reviews for client sales exceeding $125 million (1 year).
Launched EDI, electronic catalogs and online ordering solutions, inventory tracking and custom invoicing solutions.
Created “Success Track” Sales Tools,Training and Development program which was later adopted by Staples for their Business Advantage division. Co-facilitated sales training workshops for this 5-day program.

Variety of marketing roles including Marketing Director for the world's largest non-profit literacy organization. New Readers Press is the educational publishing division which generates revenue for the the training division. Catalog, direct mail and development of independent sales rep network for state bids, large schools and institutions. Management of marketing team, internal design team and sales team.

Education

State University of New York, College at Geneseo

BA, Marketing Communications & Public Relations

Additional Training:

Broad range of training programs for management, marketing and specialization in digital marketing. Adobe Creative Suite (Photoshop, InDesign, Illustrator, etc.) Varierty of web tools, CMS, CRM systems and analytics tools.