Brenda Ridenour

- A marketing consulting firm providing strategic and tactical marketing and public relations solutions.

Clients include:

Zebra Technologies International – Lincolnshire, Illinois

• Write and edit communications for a global audience describing the business transformation resulting from a major acquisition.
• Maintain department SharePoint site; track and report project status in smartsheet. Create in-house videos highlighting executive staff.

Hermes Hansecontrol – Hamburg, Germany

• Advise CEO on U.S. market and trends; develop strategies that reflect the company’s overall vision and objective.
• Edit and revise technical material written in German for the U.S. audience. Assures message is accurate.

Sustainable Alliance – Jersey City, New Jersey

• Provide strategy and counsel owner on marketing practices; plan campaigns, write copy, create presentations.

EMSL Analytical, Inc. – Cinnaminson, New Jersey

• Produce sell sheets and bimonthly newsletter highlighting service capabilities and industry updates.

ICQ USA – Horsham, Pennsylvania (acquired by UL 2012)

• Created and directed the brand management strategy for a startup company. ICQ USA was recognized as a viable third-party testing provider within a highly competitive industry in the first year.
• Directed successful debut into the toy industry at Toy Fair and ABC Expo - produced 10x20 display, sell sheets, press release, Web updates; prospect research, pre- and post-show mailings and lead follow up. 10 new clients acquired.
• Managed lead generation campaigns that communicate the value and benefits of the company’s services from concept to completion: messaging, creative, copywriting and execution. Increased contact database from 0 to over 1,800.
• Strategic market segmentation of apparel, toy, and food industries. Provided specific target companies for sales executives.

Eurofins – Des Moines, Iowa

• Worked with senior management on the strategic message for a new division/service offering. Created Website, brochures, sell sheets, contact list, mailings and forms. Achieved American International Standards Institute (ANSI) accreditation.
• Directed events and technical programs: exhibit at International Association of Food Protection annual meeting, FSC Laboratory Grand Opening and Environmental Monitoring Program Workshop. Brought Eurofins expertise to the industry's attention.
• Authored "Food Safety Goes to School" published in Food Quality Magazine. Announced the strategic alliance with Florida State College.

Accountable for the development and execution of integrated marketing plans and materials for four diverse strategic business unit's initiatives.

Rresponsbile for directing multiple projects to enhance US image within global guidelines and budget in excess of $1,000,000 per year.

• Provided strategic marketing leadership to strengthen and expand brand awareness and develop new marketing channels. Revenue increased 16% in my first fiscal year.
• Served as the integration communication manager for a $30,000,000 acquisition. Provided marketing management and trained new company employees on the business processes, history, ethics and culture of SGS.
• Incorporated global and local strategy into all brand building initiatives including press releases, Web pages, technical updates, brochures, advertisements, direct/e-mails, presentations and events. Maintained budget and met/exceeded financial targets.
• Teamed with a cross functional group of sales personnel, technical experts, customer service representatives and senior management for "The U.S. Sales Challenge", researching target industries and providing specific target clients.
• Created customer feedback process; developed questionnaires, launched and evaluated responses to customer and competitor benchmarking surveys. Used results to plan campaigns to increase customer satisfaction and develop strategic targets.
• Developed process, managed company presence and was responsible for overall ROI at 25 trade shows per year, including first-time at Business for Social Responsibility, Consumer Electronics Show, International Association for Food Protection, Men’s Apparel Guild In CA, National Hardware and WindPower. Aligned internal strategies and sales goals to new market segments.
• Led diverse teams of global marketing peers in the sharing and leverage of market knowledge. Supervised local and remote support staff. Created a strong team environment among unique business units and ensured materials were distributed in a timely manner.
• Recruited, hired, trained and managed thought process of third party resources commissioned to create materials for the U.S. Ensured brand image was protected and strategy was executed.
• Initiated Social Media (Facebook, Twitter) campaign for US in collaboration with Global Web team.Put SGS in forefront of new communications channel.

Responsible for the development and dissemination of international marketing plans in support of strategic business initiatives to enhance RAM's brand image.

Assisted in managing a marketing budget in excess of $500,000 per year.

• Selected and led marketing agency in the creation of new logo and branding of RAM for a global market. Achieved a more suitable look and appropriate tagline for the company.
• Guided Hong Kong marketing manager in creating/producing materials.Maintained a consistent global image/saved $5,000.
• Managed interactive media firm in the development of Basic Safety Training, an eight-hour interactive Web-based training course. 300 copies sold in first year.
• Researched publications and planned 18-month advertising campaign to have presence in the most applicable publications, based on readership and editorial content. Increased RAM’s visibility both locally and nationally.
• Designed and implemented a targeted mailing to the media. Authored script for follow-up calls. Achieved a 4% response rate.
• Managed Web service provider in direct e-mailings and list building. Resulted in a clean mailing list of over 7,000 contacts.
• Managed outside legal services in the process of acquiring trademarks for RAM. Protected RAM's intellectual property.
• Filmed children playing and edited footage for use in client reports. Created an impactful substantiation of the foreseeable use of products by children under 5 years old.