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DANNA
SHUMAKER
Director
/ Manager –Marketing / Market Research / Strategic Planning
Market Opportunity Definition
& Sizing / Strategy Development / New Product Introductions Project Management / Program Implementation
/ Industry & Competitor Analysis / Branding Channel Identification,
Evaluation & Strategy Development / Pricing / New Technology Screening Customer
Satisfaction & Needs Assessment Audits / Sales Force Targeting / International
/ P&L
Seasoned B2B marketer, relationship developer and leader. Designed
and implemented methods that turned marketing from an art into much more of a
scientific process. Significantly increased
revenue, market share, customer satisfaction and profitability with companies
including Motoman Robotics, Zebra Technologies, Motorola, Emerson
Electric and ITW. Conducted in-depth research in more than 100 product areas
and technologies. Led cross-functional senior management teams that penetrated
new markets and increased share in existing markets. Highly skilled at
utilizing all marketing methods and market research methodologies to meet
objectives. Quickly and effectively provide strategic and tactical information
for executive decision making purposes.
- Increased revenue
$20M in year one by introducing new products
- Achieved 75% target account penetration in less than 2 years for a new service introduction
- Profiled the market
fit for Robotics in alternative energy markets (Wind & Solar Power)
- Delivered 300% sales
growth in the 1st six months of new program implementation
- Defined (7/10) Motoman direct channel selling focus and future channel strategy direction
- Grew Motoman overall share
80% in 2010 YTD by leading diversification research efforts
- Accomplished a 90% on-time / on-budget project management record over a 15+ years
Key Characteristics: Analyze markets rapidly and thoroughly. Highly creative and
resourceful problem solver. Get-up-to-speed quickly on new products and
technologies. Exceptional team player. Lead rapid change effectively. Excellent
listener and communicator. Bottom line focused. Strong presentation skills.
Highly versatile, decisive, focused and effective at meeting deadlines. Use
manager’s time very efficiently.
MBA and BS, Business
Administration, Bowling Green
State University
SELECTED ACCOMPLISHMENTS
Increased revenue $20M in year one by introducing new products for a $70M printer manufacturer. Market research was required to
guide new product and channel development work, in both high end and emerging
low end segments. Conducted 4-week projects in both segments. Defined the
target market, key competitors, revenue opportunities and new product
requirements. Implementation delivered high end share increase from 25% to 40%,
resulting in $15M new revenue. New, low end revenues of $5M realized in year
one. Presented the findings to a satisfied management team which fully implemented
the strategy.
Achieved a 75% target
account penetration in less than two years for a new service introduction at a large telecommunication company. Company needed a new billing
service for their largest customers in 45 days. Quickly researched the market
need. Created and directed a 23-member, cross-functional team which developed
service benefits, positioning, pricing and all program launch element in 40
days. The program was praised by a senior management review board as the best
new service plan ever developed.
Profiled the market fit for Robotics in alternative energy markets
(Wind & Solar Power). Company needed to diversify
markets from an historical auto industry concentration of 70% of revenue. Conducted
primary and secondary research to define the major players in each market’s
extensive supply chain. Profiled target accounts, key competitors and specific
best fit robot applications. Provided a prioritized account list to the sales
force which led to 5 key orders to date and significantly increased quoting
activity.
SELECTED ACCOMPLISHMENTS
Delivered 300% sales
growth in the 1st six months of new program implementation. This wheelchair lift manufacturer lacked awareness and a marketing
plan. Researched the market to identify target segments and clearly defined product
requirements. Developed a go-to-market strategy including new brochures, key
associations and influencers, trade show marketing and lead generation that
built a brand.
Defined (7/10) proper
Motoman direct channel selling focus and future channel strategy direction. Conducted internal interviews and interviews with Motoman won
& lost orders quoted direct. Determined industries / applications which
Motoman should sell direct and via indirect channels. Provided questions to
qualify leads by channel fit type. Created a channel strategy/lead distribution
team for effective control.
Grew Motoman overall share
80% in 2010 YTD by leading market diversification research efforts. Company needed to penetrate new niches. Conducted studies in the
consumer packaged goods, laboratory equipment, warehouse / distribution, oil / gas,
education and other growth segments identified via secondary research. Developed
penetration strategy and listed target accounts for all Motoman channels.
Accomplished a 90% on-time
/ on-budget project management record over 15+ year period. Managed staff of up to 15 on 5 simultaneous research and strategy
implementation projects. Developed and used a matrix and line management style
of teamwork based upon strong leadership, detailed work plans, clear direction
and communication, proper level of delegation, open-mindedness and empathy.
CAREER SUMMARY
Market Research Manager, Motoman Inc., 2008 to 2012. Reported to the VP, Marketing for this
robotic systems manufacturer. Developed market research department for the company
which led to becoming more market-driven. The company previously was
predominately product, engineering and Marcom-oriented. Conducted 70+ studies,
both strategic and tactical in nature. Worked with Senior Management, Product
Managers, Engineering, Sales Reps and Integrators to grow share in core markets. Validated new product / application opportunities
market size, target markets and product requirements to succeed. Drove
diversification into new products areas, such as material handling (majority of
historical business was welding) and into non-automotive markets (the auto industry
was historically 70%+ of revenue). New markets penetrated included healthcare,
alternative energy and consumer packaged goods. Assisted greatly in weathering
the recession and in meeting 2009 revenue goals. Revenue in 2010 was 60% above
2009. 2011 revenue was up 61 % vs. 2010.
Material handling market share grew 35% in 2011 vs. 2010.
Principal, Shumaker & Associates, 2003 to 2008. B2B market research and
strategy consulting firm that assisted a broad range of clients in marketing
and sales planning for share / revenue growth in core markets and new product /
market / application introductions. Clients included Zebra Technologies, ITW,
Motorola, smaller firms / startups and projects for consulting firms on an
independent contractor basis.
Senior Project Manager, The Richmark
Group, 1999 to 2003. Managed staff of up to 15 on five concurrent projects for
this marketing research and B2B strategy consulting firm. Project manager for
the Zebra Technologies, Tellabs, Motorola, Divisions of ITW and Emerson
Electric accounts. Led day-to-day activities including questionnaire design,
work plan & budget development, reports and presentations.
Earlier: Vice President
/ Senior Project Manager, JEM Consulting. Led
growth of $1.2M for this five-employee
marketing research and strategy consulting firm focused upon customer
satisfaction studies, new product introductions, market sizing, competitive
intelligence and pricing studies. Clients included Ameritech, Spraying Systems,
Andrew Corporation, DEH (circuit boards) and Motorola. Principal / Marketing Director, Infotrends Inc. Researched the
market and identified an opportunity for a new business venture. Founded / managed
growth of this audiotext services firm from startup to profitably selling the business.
Managed P&L and all business functions. Project Manager, Frank Lynn & Associates, a B2B market research
and marketing strategy consulting firm that specialized in channel strategy
development and new product introductions. Sales
Engineer, Reliance Electric Corp.
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