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Bell Canyon CA, CA 91307 T: (818) 720-5594 / (818) 884-0044 Email: kbendel@sbcglobal.net
Strategic Direction * Revenue & Profit Growth * Market Share Expansion * Compelling Communications
Offers a 15+-year track record of achievement using an equal blend of vision, strategy and execution to build integrated
marketing products and programs that drive exceptional business performance.
AREAS OF EXPERTISE
Strategic Vision & Execution Organizational Turnarounds Sales & Marketing Planning Sales & Product Management Market & Segment Expansion Relationship Marketing P&L Ownership Social Media Marketing B2B & B2C Experience Sourcing & Contract Negotiation Consumer & Trade Promotions Market & Competitor Analysis
Her vision, leadership and insights helped drive category growth across more than 20 food and beverage brands...record of innovation including launching Nestl's first true customer loyalty program, a quarterly magazine, a CRM database for differential marketing programs, a culinary innovation center, and much more.... -L.G., Nestle
Dynamic,
innovative, and highly competitive Senior Marketing Executive with diversified experience elevating strategic B2B and B2C marketing, and communications programs for Fortune 500 and leading global CPG companies. Verifiable track record of success with integrated communications, corporate publicity, social media, consumer activation and engagement programming reinforced with financial acumen targeting organic top line growth through innovative strategic planning. Employs a motivating and empowering leadership technique to build high performance teams committed to exceeding targets while maintaining business critical relationships.
QUALIFICATIONS IN ACTION
Award-winning successes in the planning and execution of global and market-specific advertising, promotional and branding campaigns, with experience that spans both the strategic and operational levels. Success piloting the development of ground-up corporate marketing strategies for the North American and global markets spanning B2B and B2C digital and integrated marketing methodologies. Proven capacity to devise, develop, and rollout highly competitive strategic marketing visions, with demonstrable talent for creative outside-the-box strategic planning, and high-impact brand revitalizations. Infuses collaborative leadership style with an uncompromising work ethic to create accelerated business performance and inspirational corporate culture for co-workers, customers and consumers. She set herself and her team up for success, choosing objectives that would have the highest impact on the business that at the same time stretched our capabilities and challenged us -Former Subordinate, Nestl
PROFESSIONAL EXPERIENCE
SENIOR DIRECTOR Marketing Communications & Customer Care Aramark Corporation, Burbank CA 2011
CAREER SUMMARY: Engaged by this leading global supplier of managed business services to spearhead the development of a new marketing and communications department and a proprietary customer satisfaction program for this multi-billion division of the company while leading cutting-edge improvements in Internet exposure, digital marketing strategy, and search engine optimization.
KARLA BENDEL
Overturned 15+ years of brand stagnation and -13% YOY market share loss through the creation of a cohesive brand positioning strategy to reinvigorate all marketing, PR, and media activities. Restructured the customer care initiative with a revamped employee and external customer engagement process that galvanized 2 bps improvement and #1 Net Promoter Score.
Led Marketing Communications for a $1.8B division of a $12B B2B. Directed 10-member team. Conceptualized and activated a 3 year strategy from the ground up.
Created the companys inaugural digital marketing strategy including a new customer care web platform and B2B social media initiative. Administered a $10M marketing communications budget including advertising, PR, digital media, merchandising, research, and creative. Drove critical cost containment measures producing $1.2M in savings within the first 4 months of tenure.
SENIOR EXECUTIVE DIRECTOR Corporate Marketing & Integrated Services MARKETING DIRECTOR Licensed Properties & Product Innovation MARKETING MANAGER Marketing Services Nestl USA / Nestl Professional North America, Glendale CA
CAREER SUMMARY: Held a progressive career with the worlds largest food, beverage and nutrition company, with core leadership of the development and activation of short- and long-term strategies spanning integrated corporate communications designed to elevate Nestl Professional as an industry leader in creative food and beverage brands, products, and innovative solutions. Directed equity management for all corporate portfolio brands and differential marketing platforms for customer and consumer relationship initiatives.
Continued...
KARLA BENDEL
PROFESSIONAL EXPERIENCE, Nestl, Continued
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STRATEGIC LEADERSHIP & IMPROVEMENT
In the richest and best sense, Karla understands what effective marketing is and how it can be used to support and advance corporate goals... -Patricia D., Publisher
Reversed a 18 month decline in sales and brand equity to deliver a revenue stream of +$36M, far exceeding annual revenue targets of $8M and increasing market share from 0.5% to nearly 2%. Provided strategic direction for the $23mil Nestle Professional Innovation Campus including a R&D and customer development process aimed at improving success rates for new products 38%.
Improved lead generation ROI by 50% through the deployment of targeted segmentation strategy and automated CRM system powered key insight analysis. Achieved a 25% sales growth in new channels and increased new customers by 15% by refocusing business away from underperforming channels and targeting new emerging markets. Drove strategic product development and promotions with key licensed partners including Disney, The Simpsons, the NBA, NHL and Major League Baseball, United Airlines, McDonalds and American Express.
STAFF ENGAGEMENT
Built and mobilized cross functional micro-groups into an Integrated Marketing Department of 15+ across media, publicity and events, promotions, database solutions, sales and financial reporting, corporate communications, direct marketing, and marketing intelligence.
Directed agency and vendor relationships, media contracts, and managed a $23M annual corporate marketing budget. Drove cost containment efforts that delivered over $5.5M savings over three years.