Susie Hays - My Resume

Creating + Empowering Brands. Marketing & Management
EXPERTISE
Accomplished, result-proven, data-driven, purposeful creative marketing and business
development leader with over 25 years of building brands and companies. A self-starter
and out-of-the-box thinker who is passionate about looking at the entire customer journey
and identifying opportunities that meet both customer and business needs. A change agent
who can look strategically at the business as a whole and lead multiple teams in a complex,
global environment toward a common goal. Proven track record of working autonomously
with limited resources to achieve aggressive corporate objectives. Experienced particular
success in driving revenue improvements, market share, brand recognition and enhance
customer loyalty – well beyond the reach of expected marketing efforts. Entrepreneurial and
action oriented. Characterized as growth catalyst, multi-faceted leader, and hands-on executive
with rich career history marked by an outstanding ability to develop and launch marketing
programs for new products, new alliances and new distribution channels from zero to revenue.
EXPERIENCE
Q2MARK - a Marketing Communications & Design Consultancy. Contract Chief Marketing Officer
There’smorethanonewaytosucceedbusiness.Butonething’sforsure:atrustedadvisorisalwaystherightplace
tostart.Formorethan25years,companiesworld-widehavereliedonQ2Mark’shonestinsightstohelpcreatetheir
brands,launchnewproducts,improvecustomerloyalty,solvechallengesandbuildmoresuccessfulbusinesses.
CMO January 2009 - Present
Distinguished consulting initiatives and marketing communications have included work for HORN
Animal Wellness [La Mirada, CA], Solazyme Health Sciences [San Francisco, CA], Bledsoe Brace
Systems [Grand Prairie, Texas], United Orthopedic Group [Carlsbad, CA], Viscent Orthopedic
Solutions [Plano, TX], the Nelson Charitable Foundation (Greg Nelson: the Founder of DonJoy and
Breg) [Carlsbad, CA], KonaRed [San Clemente, CA], Nutralliance [Yorba Linda, CA], DRE Power &
Cabling [Orange, CA], Ethical Naturals [San Anselmo, CA], GoldenGate Nutritionals [Redwood City,
CA], AIDP [City of Industy, CA], and Geiger Law Office [Carlsbad, CA] among other global accounts.
B&D Nutritional Ingredients
Anationalleaderinsalesandmarketingofscience-basedpremierrawmaterialsessentialtothemanufacturing
of nutraceuticals, functional food and beverages and personal care markets. Global, valued principals
included: ADM Nutrition [Decatur, IL], Brassica Protection Products [Baltimore, MD], DSM [Parsippany,
NJ], Embria Health Sciences [Ankeny, IA], Enzo [New Zealand], Hamari [Japan], Hosoda [Japan], InnoBio
[China], Javaplant [Java, Indonesia], Kalsec [Kalamazoo, MI], Kemin Health [Desmoines, IA], KonaRed
[Kalaheo,HI],Matsutani[Japan],Polyphenolics[Madera,CA],Sawasabi[NewZealand],SolazymeHealth
Sciences [San Francisco, CA], Triphase Pharmaceuticals [India], Unique Biotech [India] and Vitatene [Italy]
VICE PRESIDENT MARKETING & COMMUNICATIONS 2011 – September 2014
SENIOR MARKETING DIRECTOR 2006 – 2011
While in Vista, CA directed corporate marketing strategies, tactics, and execution including
product management, marketing, website digital assets, events and public relation services
for over 21 global principals. Spearheads marketing initiatives for clinically-studied ingredients
with responsibility for 140 international products including regulatory. Managed creative teams,
outside vendors, and contractors. Lead non-disclosure, trademark license and sales agreements
between B&D, principals and manufacturers. Reported to the CEO/Chairman and during his
absence, represented CEO at industry committee executive board meetings in Washington D.C.
Key Achievements:
• Proposed ADM’s successful consumer outreach program and provided strategic, creative and
implementation direction. Realized over 42,000 Facebook likes and engagements and trade support.
Used as a sales tool for manufacturers and loyalty asset for clients.
• Secured free editorial coverage from NutraIngredients for Javaplant with a reach of over 40,000
• Produced 132% increase in sales by repositioning stagnate Betanat brand to a Natural Choice Beta-
carotene and U.S. Product Innovation of the Year Award Campaign.
• Generated $14M+ in new product sales in 5 years by spearheading new product development and
launches.
• Delivered 215% increase in unique hits in the first year through development and introduction of
Susanne L. Hays
• Strategic & Tactical Market
Planning
• Market Opportunity
Identification & Positioning
• Product Development &
Launches
• Brand Development &
Market Expansion
• Portfolio Management &
Customer Retention
• Market-Based Pricing
Strategies & ROI
• E-Marketing & E-Commerce
• Creative Branding
& Marketing
Communications
• Strategic Alliances, Joint
Ventures & Partnerships
• Market Research &
Analysis
• Integrated Sales &
Marketing Strategies
• Team Building &
Leadership
• Product Refinement & Life
Cycle Management
• Budget Preparation
& Management
• Print, Social Media
& Direct Response
Promotional Campaigns
• Public Relations & Events
• Operations & P&L
Management
• Business Development &
Account Relations
SENIOR MARKETING EXECUTIVE - B2B and B2C
• t: 760.458.9201 • e: Susie@Q2Mark.com • Twitter: @SusieHays • LinkedIn: SusieHays

website acquisition strategy including SEO and email campaigns.
• Added a new profit center, increasing revenues and free reach. Conceptualized, proposed,
developed and managed the marketing profit center. This strategy included additional insertions and
reach without expenses to B&D.
• Improved customer retention through development of a CRM strategy.
• Achieved 150+% ROIs and two new product launches for developing marketing acquisition plan
including prototyping, e-mail campaigns, events and promotional literature.
• Improved database by 48% and increased influencer sign-ups customer loyalty programs and
webinar events.
• Recognized as ADM’s top sales and marketing team 7+ years
• Lobbying efforts in Washington D.C. helped finalize Good Manufacturing Practices for industry.
• Marketing strategy recognized by the Nutritional Business Journal: invented, developed and
implemented B&D’s marketing tactics to connect with influential people in the industry.
Viscent, LLC
A better and entirely different nutrition-based wellness company, Viscent’s mission was to provide
customers with products and services needed to improve their quality of life in a safe and simple way. The
program supports a balanced approach to healthy living – one in which enlightenment plays a key role.
VICE PRESIDENT BUSINESS DEVELOPMENT & MARKETING 2004 - 2006
Investigated markets to determine profitability ratios and developed innovative marketing
programs to solicit and build the business from fruition. Expanded business from initial regional
focus to a national presence. Created the Viscent brand, packaging, web environment - including
e-commerce system, collateral, tradeshows, public relations, print media, broadcast media and
corporate communications. Managed all phases of product development and introduction to
market. Secured regulatory process for packaging, communications and price point. Built business
through direct marketing programs, events, alliances, corporate partnerships, representatives,
agents, brokers, and retailers. Responsible for directing the overall administration and
operations of the business with four direct reports, management of creative and production
agencies, developing, preparing and implementing short-range and long-range business plans,
which include sales/marketing, client/owner relations, purchasing, inventory, accounting and
customer service to meet or exceed strategic, financial, corporate growth and profit objectives.
Key Achievements:
• Secured over 110 agents, 30 retailers, four recruiters, a West Coast broker, and national
distributor.
• Entered an alliance with Jazzercise, a multimillion-dollar fitness business, to provide Viscent
products and services nationally.
• Developed customer base from zero to over 300 in the first year and then grew customer base
by over 100% within the next seven months.
• Increased profit margin by 17% when reallocating fulfillment tasks.
• Pioneered company’s entry into e-commerce by leading formation of E-based capabilities including
website, e-offers, e-tracking, e-orders and e-mail marketing.
Danhausen Group
An award-winning, full-service marketing/advertising/communications firm specializing in providing
dynamiccreativewithapurpose–fromin-depthstrategicresearchtocorporatebrandingtodirectresponse.
ACCOUNT MANAGER 1999 - 2004
Lead member of the management team responsible for seven direct reports, developing and
maintaining relationships between the agency and clients along with account services and
operational processes. Immersed in both the clients’ businesses and the agency business to
market products and services analytically and tactically. Analyzed client input, together with
background knowledge and research, to invent communication strategies. Effectively presented
and sold concepts and media plans to clients. Managed budgets, timelines, tracked results and
cultivated client relationships.
Key Achievements:
• Society Brass Collection, Kwikset: Defined a brand: by planning, developing and executing
the core values and marketing position. Annualized revenues in excess of $19 million,
exceeding sales projections by $7 million.
• Shea Financial Services: Comprehensive brand identity, marketing initiatives and promotions
to cross-sell additional businesses to Shea Homes clients. Recognized by MAME as an industry
marketing success for 2003.
• Won Best of Show at Macworld. New product launch received Macworld’s highest honor:
Best of Show. Product launch resulted in over 2,000 units purchased during Macworld.
• Designed and developed a how-to interactive CD-ROM for Hewlett-Packard as an OEM product
for MGE UPS Systems.
SENIOR MARKETING EXECUTIVE - B2B and B2Cpage 2
Susanne Hays
Planning
Launches
Market Expansion
Customer Retention
Strategies & ROI
& Marketing
Communications
Analysis
• Team Building &
Leadership
Cycle Management
& Management
& Direct Response
Management
Account Relations

• H&R Block Mortgage: Regional promotions (postcards, flyers, recruitment inserts and advertising).
• John Wayne Airport: “Close to Home. Close to Perfect.” campaign and web site development.
Deluxe Color Printers, Inc.,
A high-quality commercial printing company serving the advertising and marketing community.
Bringing knowledge of the digital age and offset printing, along with marketing expertise, to pro-
vide complete solutions for customers.
DIRECTOR OF MARKETING 1997 - 1999
Analyzed, planned and executed marketing activities in order to build sales and profitability.
Key Achievements:
• Garnered top industry awards, including a Best of Show issued by the Printing Industry
Association and a national BENNY award.
• Surpassed annual sales goals each year.
Choice Lithographics, Inc.
One of the leading full-service commercial printers in Orange County specializing in offset printing
of brochures, artist prints, literature and government communications.
MARKETING DIRECTOR/CUSTOMER SERVICE MANAGER 1995 - 1997
Responsible for renovation of corporate facility, new corporate identity, and marketing program.
Supervisedandcontrolledallaspectsofaccountservicewithfivedirectreports,includingnewbusiness
development, customer relations, production management, scheduling, estimating, and purchasing.
Computer Image Systems, Inc.
An industry leader in large format printing, outdoor advertising graphics, billboard printing, and
interior graphics. Revolutionized visual display upon launching its patented digital print technology,
changing the way outdoor advertising was executed worldwide.
MARKETING DIRECTOR 1993 - 1995
Lead objectives and programs for sales and marketing initiatives of the company. Conceptualized
and oversaw production of promotions and events. Accountable for daily production schedule or
entire printing facility and human resource management.
ASSISTANT NATIONAL SALES MANAGER 1991 - 1993
Accountable for achievement of annual revenue through management of eight account executives.
Established and supervised traffic/customer service department.
Key Achievements:
• Awarded production of the largest outdoor buy in history for McDonald’s.
• Exceeded annual corporate goals each year.
• Accountable for production of the most expensive billboard in the world for Kenar.
EDUCATION
University of California, Irvine – Bachelor of Arts, Studio Art 1991
• Honors: Dean’s Honor List - 1987 - 1991
• Golden Key Honorary Society
• UCI Diamond Honor Recipient
Print Production Courses
• Brooks & Frank – 1996
• Barry Brooks, DDB Needham, Los Angeles – 1992
Social Media Success Summit 2012 - 2013 & Social Media Marketing World 2013 - 2014
Social Media Examiner Certifications: Social Media, Facebook & Blogging
CAREER & COMMUNITY INVOLVEMENT
Society Media Marketing Society, Founding Member 2014 - Present
Volunteer, Carlsbad Softball Association - Creative Director 2009 - Present
Communications & Media Outreach Committee Member, Council for Responsible Nutrition 2006 - Sept. 2014
Member, National Association of Professional Women 2011 - 2013
Volunteer, Meet the Masters Instructor - Pacific Rim Elementary, Carlsbad School District 2004 -2009
Member, Advertising Production Association of Orange County 1995 - 2004
Board of Directors – Advisor, The AdClub of Orange County 1998
Board of Directors – Advisor, Advertising Production Association of OC 1997 - 1998
Kappa Kappa Gamma Sorority, Various Offices Held 1988 - 1991

SENIOR MARKETING EXECUTIVE - B2B and B2Cpage 3
Susanne Hays
Planning
Launches
Market Expansion
Customer Retention
Strategies & ROI
& Marketing
Communications
Analysis
• Team Building &
Leadership
Cycle Management
& Management
& Direct Response
Management
Account Relations

Susie Hays - My Resume

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Susie Hays - My Resume