Michelle Beck - Palomar College

Strategic Analysis & Execution
� Researched strategic marketing considerations and successfully launched brands in various African
countries creating dominant shelf space & strong market perception through regular TV, direct
response radio and magazine coverage; sales from the Africa region earned positive economic profits
- grossed $10M over the past 5 years
� Executed strategic barriers to entry to prevent value slippage and patent infringement to retain market
share created and captured
Marketing Management
� Managed annual marketing operations and promotions budget of over $2M, and came in under budget
by leveraging existing business relationships to negotiate advertising purchases
� Spearheaded the company’s Social Media Optimization drive, implementing a web-based retail shop
and mail order channels that maximized reach and consumer spending, which represented 6% of the
company’s revenue in the drives third year of operation
� Developed training program for 20 international field representatives to improve customer focus and
enhance skills in handling customer objections about AFAM products which resulted in a 60%
reduction in customer complaints and increased personnel retention by 33% vs. corporate average
VP of Sales & Marketing Chicago, Illinois Sept 2002 – Dec 2005
� Increased domestic revenue growth by 10% by implementing a repackaging strategy targeting major
retail firms such as CVS, Rite Aid, Sally’s, Premier Salons in Macy’s & Sears, and Aveda
� Spearheaded product diversification and extension initiative which revitalized AFAM’s brands,
broadened our target market and generated over a 20% increase in the company’s revenue within two
years
� Developed a quantitative benchmarking system that identified issues related to product quality and
that eliminated $200,000+/yr. scrap rate
Executive Assistant to VP of Sales & Marketing June 2001 – August 2003
� Launched the “Bottom-Up And Making Brands A Real Part Of Culture” marketing campaign, which
promoted direct contact with our target market
� Analyzed consumer insights and competitor dynamics, and assisted in using the narratives to engage
our target market to create effective advertising and promotional campaigns
� Designed AFAM marketing media including photo shoots production, media kits and press releases
Kellogg School of Management
Northwestern University
Executive MBA, degree anticipated June 2013
EDUCATION
School of Administration
University of Ghana, Legon
Business Administration (Marketing & Psychology)
PROFESSIONAL AFFILIATES / LANGUAGE
� Member of the American Marketing Association – Chicago Chapter
� Member of Chicago Public School Cosmetology Curriculum Development
� Language Proficiency: English / Beginning Spanish