Kathy L.

Stromberg
Address: West Linn, OR 97068
Phone: 360-921-1270
Email: kathy.stromberg@comcast.net

Senior Business Leader with Proven Track Record

PROFESSIONAL SUMMARY
Highly agile and strategic Executive with over 30 years experience. Passionate about building
customer-centric cultures that focus on business growth. Relationship-oriented leader focused on
building cross-functional alignment through the development of well-defined business goals and
processes. Strong collaborator who enjoys fast-paced and challenging environments.

AREAS OF EXPERTISE
P&L Management - Marketing Campaign & Demand Management - Brand Management - Product Management
- Go-to-Market Management - Category Management - Business Development - Sales & Marketing Account-
based Management - Customer Success Management- Coaching & Mentoring

PROFESSIONAL EXPERIENCE
Webtrends, Portland, OR
Chief Marketing Officer, 2014 Present

In partnership with the CEO and Executive Team, develop programs to improve client retention,
develop and launch a new product roadmap and focus marketing programs on key growth strategies.
Lead the global marketing team and the customer success initiative. Tasked with managing brand
strategy, digital marketing programs, product marketing, corporate PR, analyst relations and demand
generation programs in support of growth initiatives.
- Led restructuring efforts to create a client focused enterprise Customer Success Program. Developed
key performance metrics, fielded a client survey (Net Promoter Score) and developed customer journey
strategic framework resulting in improvements to overall retention.
- Directed the development of a corporate brand strategy to improve our business value proposition,
redesigned website to improve engagement, created an aligned sales & marketing pipeline management
strategy including the integration of our marketing automation and CRM system to improve new
business conversion rates.
- Established a data-driven marketing team.
- Led Executive Team in the development of a strategic business plan.
PECI, Portland, OR
Vice President of Residential Business, 2010 2014
Led the design & development of residential energy efficiency solutions and services to deliver
programs that facilitated higher adoption of energy efficiency practices in support of client business
goals and regulatory guidelines.
- Annually, PECIs residential programs saved more than 157 million kWh of electricity, more than 4.5
million therms of natural gas and over 517 million gallons of water on behalf of our clients.
- Developed an integrated delivery platform and scalable operations model to improve cost-effective
program delivery across a portfolio of solutions including appliances, lighting, monitoring, consumer
electronics, HVAC and weatherization for multi-family and single-family existing and new home
construction.
- Developed Business Intelligence services to monitor and predict program effectiveness, improve
operational costs and established a new revenue stream for the business.

Hewlett-Packard, Vancouver, WA
Vice President of Global Consumer Marketing, 2007 2010
Lead the consumer go-to-market strategy (developed product and service offerings, set geographic
market priorities, defined sales & marketing investments and coordinated cross organization programs)
to grow the consumer segment business.
- Expanded retail account coverage & penetration to increase unit volume, revenue, margins, average
selling price and attach rates. Conducted over 12,000 global retail pilots; pilots addressed 28% of total
consumer market to validate success before rolling out globally.
- Identified connectivity and wireless opportunities; developed marketing program to increase year-
over-year sales by +64%.
- Improved customer experience through advanced analytic modeling, segmentation insights & targeted
marketing communication strategies; doubled HP registration rates leading to increased HP share of
wallet.

Hewlett-Packard, Vancouver, WA
Vice President of Americas Region Marketing, 2004 2007
Managed marketing communications, channel & trade marketing programs to drive awareness,
preference and purchase. Programs spanned four key market segments and multiple routes-to-market.
Marketing mix assets included advertising, digital, promotions, events, sales enablement tools, events
and merchandising.
- $70M+ budget; led cost reductions improvements (15-20% annually).
- Managed over 40 agencies, including offshore analytics team in India.
- Repositioned and developed a global campaign focused on HPs Web 2.0 printing strategy resulting
in new revenue growth.
Hewlett-Packard, Vancouver, WA, San Diego, CA, Palo Alto, CA, Corvallis, OR

Director of Product Category & Operations Management, 2000-2004

Business Development Manager, 1997-2000
Director of Product Marketing, 1993-1997
Customer Quality Assurance Manager, 1990-1993
Marketing Communications Manager, 1981-1990
Technical Publications Manager, 1978-1981

EDUCATION
Bachelor of Science Degree, Education Oregon State University (1976)

PROFESSIONAL DEVELOPMENT
Member of the Technology of Oregon Association & local panel speaker
Guest speaker Portland State University - Product Development Course
Business Advisor for local Portland based start-ups
Former Board Member for Saturday Academy (non-profit)
Marketing Collaboration Exchange with Proctor & Gamble
HP Press & Analyst Event Speaker
UCLA MBA School of Business Industry Speaker
HP Executive Leadership Development Program Participant, Mentor & Coach