LISA A.

PENNEWELL
Frisco, TX 75034 bski7@msn.com 972-979-6438

QUALIFICATIONS Expert in creating, launching and promoting successful brands and products. A proven 20 year record of driving revenue, expanding market share and delivering value to large and not-yet large companies in a wide range of industries. Thrives on achieving breakthroughs, in spite of time and budget challenges. AREAS OF EXPERTISE Brand Strategy, Development & Management Product Development & Management International Network Marketing HIGHLIGHTED ACCOMPLISHMENTS
Director of Marketing Tiens, 2011 Lead the creation and development of the brand and product marketing strategies for an international start-up network marketing company selling wellness and lifestyle products headquartered in Dallas, TX. Developed a new company brand (FurChange America, Inc.) including brand strategy, brand guidelines, positioning, marketing and sales incentives. Directly managed strategic partners and agency relationships in the development of product packaging/design, sales aids, marketing materials and company website. Created a new product brand (Fortunelle), developed product categories, and aligned product selection to integrate with US and international strategies. Dual role as Product Director; created and managed product pipeline, manufacturing timelines, product packaging, pricing, sku development and maintenance. Launched seven new products within seven months in time for US grand opening. Managed event logistics for US market; event planning, budget, design, execution, on-site management, speaker selection and coordination. Sr. Director of Marketing NHT Global, 2009 - 2011 Directed and aligned Global marketing initiatives for a Dallas-based international network marketing company selling lifestyle, health & wellness products, focusing on Asia-Pacific markets. Improved current business practices through product mix and marketing initiatives with focus on ROI. As lead executive liaison between Asian markets and corporate, assessed struggling markets and provided actionable plans to Sr. VP of Marketing regarding personnel, expenses, global sales and marketing programs. After instilling event management efficiencies and support, Greater China events were produced with a 30% cost savings while increasing attendance 15-20% and breaking all records for event sales. Planned and executed inaugural international sales incentive trip, hosting winners from Greater China, Korea, Taiwan, Russia and Canada for a week in Las Vegas. Spearheaded the development of 10th Anniversary site project including site map definition, copywriting, and coordination of bi-lingual content, testing and launch. Category Director - Product Marketing Mannatech 2008 (Contract position through Latimark, a marketing consulting firm) Developed brand strategy and product positioning, created go-to-market plans and launched a new whey protein supplement OsoLean in 7 countries (US, Canada, South Africa, South Korea, Japan, Australia and New Zealand).

Client Services Channel Marketing Website Management

Tripled sales for Weight & Fitness category from 2007 to 2008 with new product introduction and the discontinuation of unprofitable products. Exceeded OsoLean global launch timelines and deliverables for 7 countries by identifying and resolving roadblocks and managing timelines. Led cross functional team, collaborating with Regulatory Affairs, Legal, Research & Development and Supply Chain. Managed portfolio of 10 products in Optimal Weight & Fitness category; go-to-market planning, product launch and product lifecycle management, product discontinuation, budgets, website content, pricing and bundling. Director of Consumer Marketing MedSurge Advances, 2007 Led strategic direction, creation and launch of new brand futureperfect, a for-women-only body shaping and weight loss fitness spa. Initiated new category strategy and infused it into a new retail format (combination medical spa and fitness gym = fitness spa) providing an untapped cash-based business opportunity for physicians. Managed and implemented consumer marketing efforts for new Dallas-based retail center including brand strategy and development, online website strategy/content, marketing/sales materials, visual merchandising, testimonials, initial consumer insights and sampling. Defined menu of services and pricing strategy to align with overall strategy. Developed and presented marketing plan templates at workshops, teaching over 100 physicians how to market their independently-owned medical spas and/or fitness spas to consumers through guerilla marketing programs, radio, advertising, direct mail, in-store point of purchase materials and web/e-mail campaigns. Sr. Marketing Manager Channel Marketing Nokia 2006 (Contract postion through Latimark, a marketing consulting firm) Managed the launch process for 8 phones and accompanying marketing programs for MetroPCS & USCellular accounts. Secured two major retail promotional timeframes by creating and presenting solid marketing promotional campaigns. Exceeded goals by 5% for the MetroPCS Dads & Grads gift card promotion (9.5% total redemption and an 11.4% lift in total revenue during the promotional timeframe). Managed a team of six on-site Latimark consultants contracted to Nokia providing leadership, team development and customer satisfaction. Built an employee utilization process tool that gave Latimark the ability to manage resources for customer accounts which provided account efficiency and reduced potential staffing and billing errors. Director of Marketing Mystic Tan, 2002-2005 Directed marketing efforts for Mystic Tan that increased its PR value from $36M to $92M in two years. Negotiated featured appearances on hit TV shows including Friends, Regis and Kelly, MTVs Real World and American Idol. Drove editorial placement in top beauty and fashion magazines including Cosmo, Allure, InStyle, Gentlemens Quarterly and Glamour. Event planner for bi-yearly industry trade shows, multiple sponsorships and special events. Sponsorships included Miss USA, Miss Teen USA, and the Dallas Cowboys Cheerleaders. Created integrated packaging and brand elements for a line of ten new Mystic Tan take home products. Created and implemented communication plans for product launch. Managed website direction for both consumer and Mystic Tan salon owner websites. Developed marketing manuals, point of purchase materials, direct mail, quarterly newsletters, sales materials and advertising templates. Managed brand image/consistency and trademark guidelines. Earned company Extra Mile award. Integral part of the Mystic Tan management team that earned its spot in the Dallas Top 100 four years in a row. Received 2004 & 2005 Industry Choice Award for Achievements in Marketing. EDUCATION BS, Mass Communications, University of Wisconsin La Crosse, 1987 Wisconsin-in-Scotland Program 1987