Sales Tools Development (Thomas & Betts)

Developed numerous sales tools as Marketing Support Manager at the Canadian head-office of Thomas & Betts, a manufacturer and distributor of electric and electronic components. The marketing department consisted of up to 6 product managers covering 3 divisions (commercial, industrial, residential), supported by a marketing support group of up to 6 members. Responsibilities included working with product and sales managers to understand needs for sales tools and develop solutions/concepts, coordinating internal and external resources to complete projects and finding appropriate suppliers.

Projects included:

• Development of point-of-sales merchandisers
• Development of easy-to-use sample kits for sales reps
• Development of seasonal promotions (flyers, contests, etc.)

Purchasing and Inventory Control - Raw Material and Finished Products (Formedica)

Implemented a purchasing/inventory control system as head of purchasing at Formedica, a Canadian manufacturer of orthopedic soft goods and distributor of home health care products.

Responsibilities included:

• Purchasing of raw material and products to be distributed
• Inventory control
• Relations and negotiations with suppliers (Canada, USA, Italy, Asia)
• Setting up of a computerized purchasing and inventory control system

Effort resulted in an all-time low inventory level while decreasing the back-orders as the company doubled its sales in a few years.

Newsletter Publication (Neurosoft)

Managed development and production of a corporate newsletter as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. The quarterly 4-page newsletter, distributed to clients and a database of thousands of contacts/leads, highlighted how the products/software were used in the field, new product information, and upcoming events. Reintroducing the newsletter allowed Neurosoft to establish a regular presence in front of industry contacts and broadcast information and success stories.

Website Development / Maintenance (Montreal Roadrunners Rollerhockey Club)

For the Montreal Roadrunners, of the Roller Hockey International league, designed, developed and maintained a Website that included information on the team, its players and the current news and results during the season.

Website Development and Maintenance (Sunergia Group)

For Sunergia Group, a consulting firm providing sales and marketing services for start-ups and growing businesses, AlphaNova Group designed, developed and maintains a corporate Website.

Website Development and Maintenance (JNetDirect Biosciences)

For JNetDirect Biosciences, a distributor of software & hardware for biotech research labs, AlphaNova Group designed, developed and maintains a corporate website (www.jnetdirectbiosciences.com). In addition to information on the company and products offered, a shopping cart and online payment system is integrated into the website.

Brochure for Browse3D Product (Sunergia Group)

Managed the development of a trifold brochure for Sunergia Group, a consulting firm providing sales and marketing services for start-ups and growing businesses. Specific assignment was to promote Browse3D, a software offering that provides innovative and efficient web searching and surfing to the education field. Responsibilities included developing content, generating appropriate screenshots, coordinating with graphic designer and negotiating with printer.

Flexible Outsourced Marketing Department / Website Management (Gershman, Brickner & Bratton, Inc.)

For Gershman, Brickner & Bratton, Inc. (GBB), a national solid waste management consulting firm, AlphaNova Group acts as a flexible outsourced marketing department to promote software solutions and consulting services. Responsibilities include management of marketing projects, update and maintenance of the website (www.gbbinc.com), development and production of biannual company newsletter, business development, lead follow-up, and participation in the proposal development process.

Major accomplishments include:

• Filling the lead pipeline and generating early-adopter sales for two new software products with promotional efforts and aggressive lead follow-up
• Creating and optimizing use of contact database for marketing purposes
• Refocusing the firm on marketing
• Contributing to the increase of the success rate of proposals from 39% to 55% while increasing proposals output by 55% in 2 years
• Bringing back the spotlight on the firm with revived marketing and promotional efforts
• Improving website with increased current content and addition of relevant product/service information

AlphaNova Group also occasionally works on GBB client assignments as part of the GBB Project Team.

Packaging Development (Formedica)

Managed the development of new packaging for the launch of a complete product line for the retail market for Formedica, a Canadian manufacturer of orthopedic soft goods and distributor of home health care products.

Responsibilities included the content development, management of graphic design firm, and coordination with printers and photographers. The end result was a complete product offering typically covering 4’ to 8’ sections in drugstores that rivalled what multinational competitors, with significantly higher marketing budgets, were offering. The undertaking ultimately contributed to Formedica becoming the leader in the orthopedic/ home health care market in eastern Canada within 3 years.

Tradeshow / Exhibit Management (Quebec / USA) (Formedica)

Managed tradeshow initiatives as Head of Marketing of Formedica, a Canadian manufacturer of orthopedic soft goods and distributor of home health care products.

Responsibilities included management of show display, pre-show preparations and occasionally representing the company during the events.

Website Development / Maintenance (Med-Tech Systems)

For Med-Tech Systems, a distributor of neurology and cardiology products and supplies to the healthcare community in the U.K. and Ireland, designed, developed and maintained a corporate Website. In addition to information on the company and products offered, a shopping cart and online payment system was integrated into the Website.

Newsletter Publication (Med-Tech Systems)

For Med-Tech Systems, a distributor of neurology and cardiology products and supplies to the healthcare community in the U.K. and Ireland, managed development and production of a corporate newsletter. The 4-page newsletter, distributed to clients and contacts/leads, highlighted how the products/software were used in the field, new product information, and upcoming events. Introducing the newsletter allowed to establish a regular presence in front of industry contacts and broadcast information and success stories.

Tradeshow Management for Biotech Products (Sunergia Medical)

Managed tradeshow initiatives as Marketing Manager of Sunergia Medical, a distributor of software & hardware for biotech research labs. Responsibilities included selection of appropriate shows, pre-show preparations and promotions, set-up of booth, representing the company during the show, providing information and demonstrations, and post-show follow-up with leads.

Newsletter Publication (Sunergia Medical)

For Sunergia Medical, a distributor of software & hardware for biotech research labs, managed development and production of a corporate newsletter. The 4-page newsletter, distributed to clients and contacts/leads, highlighted how the products/software were used in the field, new product information, and upcoming events. Introducing the newsletter allowed to establish a regular presence in front of industry contacts and broadcast information and success stories.

Trade Journal Ads (Neurosoft)

Managed trade journal ads as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. Responsibilities included development of ad content and concept, coordination with graphic designer, and researching and buying ad space. Ads ranged from small product feature submissions to full-page color ads for:

• Overall Neurosoft product offering
• EZ-Dop transcranial Doppler
• Comperio Electromyograph Unit
• SCAN LT Electroencephalograph Unit

Product Line Development and Negotiations with Suppliers – Biotech Products (Sunergia Medical)

Responsible for the development of product lines as Marketing Manager of Sunergia Medical, a distributor of software & hardware for biotech research labs. Responsibilities included researching new products, negotiating with potential suppliers/partners and managing relationships with suppliers for the startup company’s line of software, hardware and supplies for the biotech industry.

Contact Database Management (Neurosoft)

Optimized use of contact database for marketing purposes as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. The previous database, while containing thousands of contacts, was not structured in such a way to allow targeted campaigns or aggressive follow-ups. Optimizing the database provided Neurosoft with a valuable marketing tool to cross-promote products, upsell and deploy very targeted marketing campaigns.

Flexible Outsourced Marketing Department (C2Logix)

For C2Logix, an e-business solutions provider, AlphaNova Group acts as a flexible outsourced marketing department to promote its software solutions. Responsibilities include business development, lead follow-up and participation in the proposal development process.

Marketing Budget Development / Control (Thomas & Betts)

Established and tracked marketing budget as Marketing Support Manager at the Canadian head-office of Thomas & Betts, a manufacturer and distributor of electric and electronic components. The marketing department consisted of up to 6 product managers covering 3 divisions (commercial, industrial, residential) and supported by a marketing support group of up to 6 members. Responsibilities included leading the marketing budget bridging process from year to year and tracking/controlling marketing expenses and budget. Focused initiative provided a better management of marketing funds and improved decision tool for fund allocation to proper products or divisions.

Launch of Product Line on Retail Market (Formedica)

Headed the marketing efforts for the launch of a complete product line for the retail market for Formedica, a Canadian manufacturer of orthopedic soft goods and distributor of home health care products.

Complete effort included:

• Development of retail packaging
• Creation of new 76-page catalogue
• Planograms
• Price lists
• Flyers
• Sales tools for reps

Responsibilities included content development of the catalogue and packaging, management of graphic design firm and coordination with printers and photographers.

The marketing initiative resulted in Formedica becoming the leader in the orthopedic/ home health care market in eastern Canada within 3 years of the launch.

Price Lists Publication (Thomas & Betts)

Published numerous price lists as Marketing Support Manager at Thomas & Betts, a manufacturer and distributor of electric and electronic components. The different price lists covered multiple product lines for 3 divisions (commercial, industrial, residential) and ran from a few pages to hundreds of pages. Responsibilities included: data gathering, coordination with product managers and Information Technology department, running what-if scenarios with pricing, proofreading and verification, management of design, and coordination of distribution to client base.

Marketing Department Procedures Development (Thomas & Betts)

Established procedures for the marketing support department as Marketing Support Manager at Thomas & Betts, a manufacturer and distributor of electric and electronic components. The Marketing support team, comprised of 6 people, supported up to 6 product managers with their various marketing projects and needs. Procedures and added structure resulted in increased efficiency and cost savings.

Tradeshow Management for Browse3D Product (Sunergia Group)

Managed tradeshow initiatives as Marketing Manager of Sunergia Group, a consulting firm providing sales and marketing services for start-ups and growing businesses. Specific assignment was to promote Browse3D, a software offering that provides innovative and efficient web searching and surfing to the education field. Responsibilities included selection of appropriate shows, pre-show preparations and promotions, set-up of booth, representing the company during the show, providing information and demonstrations and post-show follow-up with leads.

SCAN LT Product Launch - Marketing (Neurosoft)

Managed the marketing aspect of the product launch of the SCAN LT electroencephalograph as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. Responsibilities included development of a brochure, interactive demo on CD, newsletter stories, sales material, direct mail campaigns, trade journal ads, material for trade shows, etc.

Trade Journal Ads (Med-Tech Systems)

For Med-Tech Systems, a distributor of neurology and cardiology products and supplies to the healthcare community in the U.K. and Ireland, designed, managed trade journal ads. Responsibilities included development of ad content and concept, coordination with graphic designer, and researching and buying ad space.

Tradeshow Management (Neurosoft)

Managed tradeshow initiatives as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. Responsibilities included maintenance of show schedule, pre-show preparations and promotions and post-show follow-up with leads for approximately 40 shows per year.

For the American Academy of Neurology Annual Meeting, a major industry show, managed the production of a customized 20’ x 30’ Neurosoft booth featuring several product stations and a demonstration area. Also managed associated users group meeting, set-up and take-down of booth and pre- and post-show promotion campaigns.

Direct Mail Campaigns (Neurosoft)

Managed direct mail campaigns as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. Responsibilities included development of content for postcards / trifolds / newsletters / letters, design of marketing pieces in some cases or coordination with graphic designer, mining and list generation from companies’ contact database, and coordination with mail-house. Direct mail pieces ranged from promotional materials for workshops and users’ group meetings, newsletters with latest company/product news, promotional postcards, to pre-tradeshow promotions.

Catalog Development (Formedica)

Managed the development of new catalogs for Formedica, a Canadian manufacturer of orthopedic soft goods and distributor of home health care products.

Responsibilities included the content development, management of graphic design firm and coordination with printers and photographers. The end result was a new comprehensive 76-page catalog (from original 12-page catalog), which ultimately contributed to Formedica becoming the leader in the orthopedic/ home health care market in eastern Canada within 3 years.

Website Development / Maintenance (Next Century Technologies)

For Next Century Technologies, a holding company with an international focus on medical technology, software, biotechnology and related distribution, AlphaNova Group designed, developed and maintains a corporate Website (www.nxtcent.com) that includes information about the company and management, its current and past investments, and related news.

Comperio Product Launch - Marketing (Neurosoft)

Managed the marketing aspect of the product launch of the Comperio electromyograph as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. Responsibilities included development of a brochure, newsletter stories, sales material, direct mail campaigns, trade journal ads, material for trade shows, etc.

National Sales Meeting / Product Showcase Management (Thomas & Betts)

Managed the organization of a National Sales Meeting and Product Showcase as Marketing Support Manager at the Canadian head-office of Thomas & Betts, a manufacturer and distributor of electric and electronic components. The 3-day National Sales Meeting, for over 100 Canadian sales representatives, marketing department staff and customer service staff, was held off-site and included product workshops, a small-scale tradeshow featuring each product line of the 3 divisions (commercial, industrial, residential), team-building activities, and strategic meetings. Responsibilities included overseeing all logistics, preparing Product Showcase event and material to be distributed to attendees, being the point of contact with internal and external resources and overall event management.

Development of 7 Catalogs (Thomas & Betts)

Published 7 catalogues as Marketing Support Manager at Thomas & Betts, a manufacturer and distributor of electric and electronic components. The catalogues, aimed at the Canadian market, had two versions (English and French) and were either updates of existing catalogues, adaptations of catalogues produced by the American head-office, or new catalogues produced from scratch. Responsibilities included: data gathering, coordination with product and sales managers, proofreading, management of translator, and management of graphic design firm.

Catalogues included:

• Iberville Box, Covers and Accessories – Commercial Products Division
• Microlectric - Commercial Products Division
• Marrettes Twist On Wire Connectors – Commercial Products Division
• MRO – Industrial Products Division
• OEM - Industrial Products Division
• Aluminum Cable Tray Systems – Cable Tray Systems Division
• Emergency Lighting

Medical Supplies Catalog Development (Neuromedical Supplies)

As Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software, managed the development of a catalog of consumable neurodiagnostic and neuroimaging supplies for Neuromedical Supplies. The 20-page catalog was the first produced for Neuromedical Supplies. Project responsibilities included researching product information, coordination with design studio and printer and proofreading.

Development of Tool to Generate Price Quotes (Thomas & Betts)

Developed an Excel-based tool to quickly generate cable tray quotations for the Canadian head-office of Thomas & Betts, a manufacturer and distributor of electric and electronic components. Inside sales reps at Thomas & Betts needed a tool to easily and quickly generate quotations for a line of cable tray systems composed of thousands of part numbers for multiple brand names. The Excel-based tool required minimal input from representatives, searched multiple pricing/part number databases for each brand name, and generated a comprehensive quote document ready to be faxed or emailed to potential clients. The tool also allowed testing and comparison of different discount scenarios.

Marketing Management (Sunergia Medical)

Managed marketing campaigns as Marketing Manager of Sunergia Medical, a distributor of software & hardware for biotech research labs. Responsibilities included production of newsletters / brochures / direct-mail campaigns, management of tradeshows, website development (www.sunergiamedical.com) and lead creation/follow-up for the startup company’s line of software, hardware and supplies for the biotech industry.

Development and Production of Interactive Product Demo on CD (Neurosoft)

Managed development and production of an interactive product demo on CD as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. For the product launch of a new product, the SCAN LT electroencephalograph, produced a CD with over 20 minutes of information on the features and benefits of the products. The CD acted as an information tool, provided to sales leads, which provided information that a traditional brochure couldn’t and was a prelude to an eventual in-depth, in-person product demonstration.

Promotional Campaign Management - New Product - SOURCE EEG/EP Source Localization Tool (Neurosoft)

Managed promotional campaign for new software as Marketing Manager of Neurosoft, a manufacturer and distributor of medical equipment and software. The campaign,for the SOURCE EEG/EP Source Localization tool software was designed to generate awareness of a new software tool developed by the company and generate revenues by upselling to current users of related software. A campaign that included an email blast, direct mail approach and telemarketing component was devised to reach targeted company clients and generated over $100,000 in sales within a few months.