About calico

Curriculum vitae

SUMMARY OF QUALIFICATIONS

Specialized knowledge in marketing communications for international high-tech companies. Extensive experience in developing effective marketing communications plans, directing marketing activities for corporate headquarters and through a worldwide VAR network. Exceptional copywriting, project management, and strategic planning skills.

PROFESSIONAL EXPERIENCE

Owner, Calico Communications, San Francisco, CA, 2004 - present

Manage marketing communications consultancy that provides global strategic planning, direct marketing, advertising, web site direction, copywriting and corporate identity development services.

Principal, Rittika, San Francisco, CA, 2005-2006

Created, launched, managed and marketed a one-of-a-kind online artist community that sold original handcrafts from around the world to a broad consumer market. Dedicated to inspiring and encouraging creativity, the community provided a marketplace for emerging artists and a showcase for photographers and writers.

• Developed business and marketing plans; designed and executed online marketing campaigns to drive traffic to the site.
• Created detailed Web site specifications for developers; provided art direction to graphic designers and photographers; wrote creative copy for the site.
• Identified artists and procured inventory; created operations infrastructure including QuickBooks integration, inventory management and shipping procedures.

Senior Manager, Marketing Communications, Proxim Corp., Sunnyvale, CA, 2001-2004

Developed integrated lead generation and Web programs with superior response rates and led advertising initiatives that reinforced corporate branding; managed multi-million dollar budget and team of five. 

• Managed all Web marketing activities and production of marketing collateral.
• Planned, managed and launched solution campaigns and new product communications targeted at end-user and channel audiences.
• Directed leading agencies and consultants in developing media plans; corporate, vertical and channel advertisements; direct mail; and exceptionally successful online campaigns yielding up to 5% click through and 2% response rates.
• Responsible for streamlining marketing communications activities and processes as a result of continuous corporate mergers and acquisitions.
• Worked with management on brand development, messaging, positioning and implementing consistent corporate look and feel.
• Managed team in multi-lingual collateral design, content development and production; developed multi-lingual trade show messaging and design.  

Owner, Calico Communications, Raanana, Israel, 1998-2000

Founded and managed marketing communications business that provided consulting, copywriting and corporate messaging services to Israel’s leading international high-tech companies.

• Developed concepts and wrote creative copy for corporate and product brochures, Web sites and presentations; co-created corporate and product taglines and names.
• Directed corporate voice workshops; developed positioning, mission and vision statements.
• Consulted on a range of topics including developing global marketing communications plans, managing the development of marketing collateral in a distributed enterprise and reinforcing global branding.  
• Planned and implemented annual distributor meetings abroad; managed complete marcom projects including directing Web developers and graphic designers.
• Founder and active member of the Creative Alliance, a unique collaboration between five leading communications companies, formed to provide clients with a complete marketing solution.

Global Marketing Communications Manager, Cimatron Ltd., Givat Shmuel, Israel, 1995-1998 Developed and implemented international marketing communications plan to heighten the impact of global marketing activities and increase worldwide name recognition; managed budget of over $1 million; headed team of five.

• Developed & implemented public relations programs for the US and world including choosing and working with agencies; planned and executed press conferences and tours.
• Selected international advertising placement; directed ad creation.
• Integrated marketing activities of global VAR network and subsidiaries with headquarters; standardized corporate branding globally; planned annual VAR conference.
• Managed development and maintenance of multi-lingual Web site.
• Oversaw production of sales tools for VAR and subsidiary support including sales kits, bimonthly newsletters and annual reports.
• Managed corporate trade show participation including booth design.
• Worked with development team on interface design and packaging of products.
• Advised senior executives in corporate positioning and strategic planning sessions; responsible for product launches.

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