Rebecca McCarty

937-216-4448
DIRECTOR OF MARKETING
B2B Capital Equipment * B2C Products
Experienced and award-winning marketing innovator with a record of achievement d
riving the market share growth of Capital Equipment and Consumer Product compani
es at the national and global level. Noted for driving record-high marketing cam
paign response rates through strategic research, planning, and competitive analy
sis that breaks down cross-cultural and language barriers in international marke
ting.
A quick study in any product or service with early career success in increasing
ly responsible marketing communications management positions with companies prod
ucing a wide range of consumer products. An expert in effective branding, mercha
ndising, marketing collateral development and in-store demonstrations as well as
retail fulfillment programs including warranty, rebates, premiums, and lead tra
cking.
Financially savvy, knowledgeable in foreign exchange, and adept in developing an
d stewarding multi-currency budgets exceeding $10M. An exceptional negotiator an
d product manager with a penchant for driving down costs through outsourced mark
eting activities.
CORE COMPETENCIES
Public Relations * Media Relations * Target Marketing * Merchandising * Media Bu
ying * Direct Mail
Copy Writing * Industry and Consumer Product Launches * Product Positioning, Bra
nding & Promotion
Global Trade Show & Event Management * Market Analysis * International Business
Policy Development * Budget Planning * Strategic Planning * Outsourcing
PROFESSIONAL EXPERIENCE
The McMarketing Group, Troy, Ohio 2009 - present and 1993-1995.
* Consultant for a Japanese company providing research and core marketing strat
egies for their entry into the capital equipment market in India.
* Consultant for two manufacturers in Ohio providing guidance for their product
and brand integration.
* Established a commissioned sales and service company to support North America
n furniture manufacturers
AIDA-America Corporation (www.aida-global.com), Dayton, OH 1995 - 2009
The premier global manufacturer of metal stamping presses and a recognized leade
r in the development of new and innovative metal forming solutions.
Director of Marketing - Western Hemisphere
Played a key role in the company's development and growth to become a leader in
the capital equipment industry in the United States. Orchestrated the planning a
nd implementation for all marketing activities, in the Western Hemisphere using
traditional mass marketing and interactive push-pull direct marketing. Drove the
development of sales tools, product brochures, and websites based on market and
competitive analysis.
Guided the planning and execution of all marketing policies, processes, and proc
edures. Provided market forecasting and strategic planning while directing the l
aunch of annual product introductions and related marketing campaigns strategica
lly aligned with the company's objectives for sales and return on investment.
REBECCA McCARTY PAGE TWO
AIDA-America Corporation (continued)
Director of Marketing - Western Hemisphere
Representative Achievements:
* Played a key role in achieving sales growth of 50%. Aggressively promoted the
company's products in annual industrial trade shows in North America and Europe
while working in close alliance with various agencies in the United States, Mex
ico, Canada, and Europe to develop and deliver timely and effective marketing an
d advertising campaigns.
* Took the company's marketing and advertising into the 21st century. Drove the
development of a Search Engine Optimized website later emulated with similar de
signs in several global sister divisions.
* Protected the company's material and intellectual property. Collaborated with
legal counsel to address and resolve legal issues related to trademark, copyrig
ht, licensing, and corporate communication standards.
* Cut marketing investments 25%. Moved all marketing functions in house while p
romoting asset and expense sharing with the company's global sister divisions.
C.L. Industries, Ft. Lauderdale, Florida 1990-1993, Marketing/Sales Manager
* Managed marketing and sales for major retailers and private label customers
* Implemented trade show strategies including merchandising and campaigns
* Initiated branding campaign for all packaging, literature and merchandising m
aterials
* Coordinated projects with UL for a line of ceiling fans and ceramic heaters
* Conducted product seminars for home center store managers to assist in mercha
ndising and product sell-through
Bausch & Lomb Oral Care Division, Tucker, Georgia 1989-1990, Marketing Services
Manager
* Responsible for multi-million dollar national retail co-op advertising progra
m
* Managed a sixty-plus trade show and professional meeting schedule
* Supervised retail literature fulfillment programs including warranty, rebates
, premiums and lead tracking
* Member of management operations committee
* Supervised four-person staff
Cosco Inc., Columbus, Indiana, 1980-1989, Marketing Manager
* Developed marketing strategies to drive brand equity, revenue and profitabili
ty for consumer juvenile product, housewares, hardware and DIY product lines
* Established project management control systems to monitor personnel, deadline
s and budgets
* Team member of managers that internalized marketing functions resulting in a
25% yearly savings and improved consumer branding and campaign quality
* Responsible for national co-op advertising program for product groups in vari
ous industries.
AFFILIATIONS
Juvenile Products Manufacturer's Association PR Committee
Precision Metal Forming Association Exhibition and Strategic Planning Committees
AWARDS
* 2001/2005 Videographer Award of Distinction * 2001 International Axiem in Elec
tronic Media
* 2003 company global employee of the year * 2006 Aurora Gold Award for Product
Launch
* 2006 Videographer Award of Excellence * 2007 Hermes Creative Award Product Lau
nch