Pat Ma Marketing Portfolio. Capabilities and Work Samples

Pat MaMarketing Consultant

Capabilities & Work Samples

Intro Research STP 4P’s Marcom Execution Analytics Results References Contact

At A GlanceAbout Me: Director of Product Marketing with 12 years experience.

Past Experience: • Product Marketing Director at Oracle• Product Marketing Manager at Nokia• Marketing Program Manager at Cisco• Account Executive at Red Herring• Campus Marketing Rep at Apple• Public Relations Associate at Edelman PR• Project Manager at Comova

Education: • MBA at San Francisco State University• MA in Consumer Psychology at New York University• BA in Sociology at University of California, Los Angeles• BA in History at University of California, Los Angeles

Marketing Capabilities: • Research and Strategy• Segmentation, Targeting, Positioning• Product, Price, Place, Promotion• Messaging and Marcom• Program Execution• Campaign Analytics and Optimization


My Value Proposition

• I help companies set business strategy, execute plan, acquire more customers, grow revenue, and reach their business goals.

• I understand customer needs, develop solutions, and scale the solution profitably.

• I manage end-to-end product marketing programs designed to meet your business objectives.


Ask Yourself

• Are you creating a product that people want to buy?

• How is your product differentiated in the market?

• How do customers learn about your product?

• Are your business strategy and execution aligned and well organized?

• What is the ROI on your marketing campaigns?


Capabilities

ResearchSTP

Segmentation Targeting

Positioning

4P’sProduct

PricePlace

Promotion

Marcom Execution Analytics

End-to-End Product Marketing Management


Research & Strategy

CAPABILITIES:

• Determine what consumers want• Uncover unmet needs and demands• Survey customers, track customer feedback• Research and monitor industry trends• Make strategic recommendations

EXPERIENCE:

• At Nokia - Researched, created, and presented monthly Industry Trends Report which captured customer feedback, industry trends, market size and share, competition, SWOT, press coverage, and made actionable recommendations based on research.


Segmentation, Targeting, and Positioning

CAPABILITIES:

• Analyze segments by demographics• Choose warmest target audience• Understand targets’ preferences, lifestyle and

purchasing behavior• Develop positioning statements for targets• Develop key messaging for targets in their

language

EXPERIENCE:

• At Nokia – Analyzed markets and audiences, chose target audiences, and wrote positioning statements and key messages for each audience.


Product, Price, Place, Promotion

CAPABILITES:

• Define product requirements, features, and specs based on customer desires

• Pricing research, set product pricing• Create distribution channel. Train, motivate,

promote within, and manage distribution.• Set and execute promotional strategy

EXPERIENCE:

• At xAD – Wrote Product Requirements Document for new consumer search application with features, UI/UX enhancements, and wireframes based on customer desires.


Messaging and Marcom

CAPABILITIES:

• Choose Marcom mix• Create key messages and creative direction for

product• Work with external agencies to produce ad

creatives and generate PR• Buy paid media, leverage social media• Execute, monitor, and optimize campaigns

EXPERIENCE:

• At Nokia – Responsible for all consumer messaging and Marcom of Point & Find product. Sample of marketing materials created. Clockwise from top left: Mobile Banners, Trade Event, Outdoor Ads, Website.


Program Execution

CAPABILITIES:

• Execute marketing strategy• Work with internal cross-functional teams and

external vendors to execute projects• Set vision, timelines and goals• Motivate team members to achieve goals• Reward team members and provide positive

feedback

EXPERIENCE:

• At Oracle - Scaled, trained, and supported 2,000+ sales reps to sell product in 145 countries. Created weekly video newsletters to communicate with field and keep reps on-message.


Analytics & Optimization

CAPABILITIES:

• Fine tune product, price, place, promotion to optimize revenue and profit

• Monitor Marcom and sales channels to ensure goals will be met

• Adjust campaigns if needed to get more performance per dollar

• Solicit and track customer feedback for next product revision

EXPERIENCE:

• At Oracle – Tracked weekly revenue performance of product. Understood where leads, sales, and revenue were coming from and what messages were resonating in market.


Delivering Results• Scaled social media software product 25x in yearly revenues.• Created product marketing messaging and collateral.• Scaled, trained, and supported 2,000+ sales reps to sell product in 145 countries.• Kept team on-task and on-message, tracked revenue performance weekly.

• Brought innovative augmented reality search product to market.• Created and managed all product marketing.• Product became most popular Nokia app in Summer 2010. Over 3M downloads!• 15x increase in monthly acquisition rate with 10x decrease in budget.

• Created, executed, and managed marketing program to promote Career Certifications product to university students.

• 100k students reached via 100+ resellers.• Recruited, trained, managed, and supported 100+ resellers.

• Marketing support for regional sales team.• Customer outreach via demos, events, and awareness campaigns.

• Best sales rep numbers wise. Consistently top monthly revenue generator.• Customer and industry research.

Your Company

Here• Your Marketing and Business Goals Achieved.


Recommendations and References

“Pat is a dedicated and skilled marketer who offers the ideal blend of innovative thinking and rational, metrics-driven product development. He is also a talented public speaker and leader. At Nokia, Pat led a variety of successful projects across B2C, B2B, engineering and services teams. He also often presented on his work to the entire SF-based team. I have admired his ability to successfully lead and manage complex projects all while maintaining the highest level of quality in his day-to-day tasks. I highly recommend Pat for any business or marketing role.”

- Adena Demonte, Nokia

More recommendations at www.linkedin.com/in/patma


http://www.likedin.com/in/patma

“I understand customer needs and fill those needs profitably.”

Review


ResearchSTP

Segmentation Targeting

Positioning

4P’sProduct

PricePlace

Promotion

Marcom Execution Analytics

End-to-End Product Marketing Management

Contact

Pat MaMarketing Consultant

(415) [email protected]/in/patma

1175 Pine Street, #1San Francisco, CA 94109


Let’s go change an industry together.

mailto:[email protected]

http://www.linkedin.com/in/patma

http://www.linkedin.com/in/patma