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KATIE MARTIN, MBA

Colorado Springs, CO 970.988.2772 kmartcoulter@centurylink.net www.linkedin.com/in/katiecmartin

TAL E NTE D PRO DU CT M A RK E TI NG M AN AG E R


16+ Years of Successful Product Marketing | Sales, Communications, PR and Technical Writing at HP
Accomplished and high achieving professional with broad-based experiences including: strategic business planning,
product management, competitive landscaping, messaging, product positioning, communications, customer retention,
and driving sales revenue growth. Proficient in product sales and marketing and building brand equity. Go to contact
for the sales force, and knowledgeable resource for product lifecycle. All from concept and introduction and pricing
through launch support. Knowledeable in handling post-product supply chain management. Strong interpersonal skills,
proficient in fostering positive professional relationships and communicating effectively with key decision-makers at all
levels.
AREAS OF EXPERTISE

Business Development and Planning


Increasing Customer Loyalty
Marketing Management
Product & Market Analysis

Product Management
Competitive Research
Advertising Copy Development
Increasing Market Share

Product Lifecycle Management


Channel Distribution Mgmt
Cross-Functional Collaboration
Complex Problem Resolution

PROFESSIONAL EXPERIENCE & ACHIEVEMENTS


OVERVIEW: HEWLETT-PACKARD COMPANY, Colorado Springs, Fort Collins, Loveland & Greeley, CO May 1998-2015
Successfully advanced through numerous positions of increased accountability as a result of outstanding performance
and consistent results: Solid career progression through various product lines.
Product Life Cycle and Product Manager for AMS Toner Supplies (Toner) Colorado Springs, CO (2010- 2015)
Contributed to successfully achieving multi-billion financial goals for this pivotal product line for HP.
Key (Recent) Achievements:
Managed over 380 skus for the HP Toner product category.
Solely managed and-brought-to market a new, low end, low point-of purchase-derivative to better combat
competitive gaps. Worked directly with project generation business to bring the appropriate product lines to market.
SMB; key contributor in development of the US SMB plan, coordinating multiple program-owners to collectively drive
high-return, incremental revenue with prioritized new business and Canon (OEM) funding.
Business Driver Accomplishments in FY14 for HP Toner: Grew market share by 1% pt to 70% units in a hypercompetitive marketplace. Quickly recovered from the mid-December (2013) sellthru slump and achieved positive
sellthru weeks in mid-January 2014 (Jan 4th @ -20%, Jan 11 @ -10%, Jan 18 @ 3%, Jan 25 @ 4%).
Drove partner growth development: carefully conducted Category Business Reviews (or QBRs), consistently
executed Call Center trainings, and continuously participated in Reseller and industry events.
Influenced and built new business through leads as well as business intuition understanding competitive landscape.
Business to business move to strategically move the Amazon account closer to a Minimum Advertised Price (MAP)
compliant state.
Strengthen business to business account relationship with the Commercial sales team. Successfully promoted and
implemented Multipack Toner campaign, ultimately growing portfolio mix from 21% in Q313 (pre-promo period) to
25% in Q214 (post-period campaign).
Launched aggressive offer, Buy $200 of HP Toner, Get $50 Instant Rebate, which drove $2M in incremental revenue.
Developed strategic go-to-market plans for hundreds of toner skus.
Launched an Attach to Printer promotion to tighten the connection of printer to toner attach rates. Aided in strong
reseller feedback for assistance in generating HP revenue.
Pivotal in improved leadership and mindshare from the sales force by fostering and launching the Did you Know
email to the entire supplies sales force; a short, quick read of key toner product information.
Drove competitive communications regarding clones and the latest public Canon Patent Infringement cases and
briefed all sales teams.

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KATIE C. MARTIN, MBA - PAGE 2


970.988.2772 kmartcoulter@centurylink.net
HP Americas Support Operations Communications Manager, Fort Collins, CO (2008- 2010)
Excelled in a pivotal role accountable for the program and winning the JD Power Certification; performed all aspects
of research and fact gathering to author complex and detailed award application documentation.
Skillfully managed increased workload; Continued prior role managing online revenue and brand management for
extended care packs under Total Care brand.
Solely selected to manage communications for highly sensitive real estate workforce reduction initiative moving
office-based staff to telecommute or work-from-home environment.
HP U.S. Consumer Total Care Program Brand Manager, Fort Collins, CO (2007- 2008)
Managed and drove effectiveness of Total Care program marketing and branding functions for extended service
packages to generate new revenue.
Authored all service and support messaging for consumer awareness touch points for all HP business segments.
Implemented practice of hosting HP technical support engineers directly on the HP tradeshow floor to provide
consumers technical support face to face.
NA Business Strategist (Inkjet Printer/Photo Categories), Fort Collins, CO (2005- 2007)
Performed cross-functional task and responsibilities in multiple roles, including business plan and strategy
development, process and plan execution, as well as all internal and external communications.
Worked with category managers to ensure financial goals were met
Analyzed and drove market share growth
Product Manager for NA All-in-One Printers, Fort Collins, CO (2003- 2005)
Served as first point-of-contact for consumer and commercial sales force.
Ensured financial and inventory goals were consistently met, as well as growth of customer retention rate.
Created product derivatives while managing channel conflict issues between various accounts and resellers.
Prior positions held at Hewlett-Packard Company (promotions & reorganizations):
Product Manager for NA DeskJet and Photo Printers, Fort Collins, CO (2002- 2003)
PR and Product Manager for NA CD/DVD-Writer Business, Loveland, CO (2000- 2002)
Program Manager for CD-Writer Business, Loveland, CO (1999- 2000)
WW PR Manager for CD-Writer Business, Loveland, CO (1999- 1999)
Marcom Integrator for Magneto Optical Storage Business, Greeley, CO (1998- 1999)
EDUCATION
Master of Business Administration (MBA), University of Denver
Bachelor of Arts (BA), Technical Journalism - Concentration in Public Relations, Colorado State University
VOLUNTEER ACTIVITIES
General Member & Elected Member of HOA Board of Directors; over 1400 homes
Mitigate a wide range of community issues across the large community with diplomacy and professionalism.
Special Needs Child Advocate
Improved safety regarding life-threatening food allergies in a school setting; Testified before the Colorado Health and
Human Services Committee: Bill 09-226 was successfully passed; affects every charter and public school in Colorado
through implementation of required policies. Kerry Sanders of NBC Nightly News covered my daughter and my plight.
Provided pivotal testimony at the State Capitol to pass a Good Samaritan 117-01 House Bill allowing trained nurses,
health technicians, and teachers to administer Epi Pens, a life-saving action for children unaware of allergies at the time.
Volunteer on the School District 20 Food Allergy Task Force working along side with lawyers, principals and parents.
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