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Dana VanDen Heuvel
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Executive Summary
Innovation focused Internet marketing professional holding over 10 years of business experience in small business, capital goods, entertainment and transportation markets. Strengths include lucid marketing strategy development, integrated marketing and sales collaboration & solid operational marketing. Exceptional research skills & public speaking presence.
Marketing and Sales Strategy Implementation
Leadership
Internet Marketing and e-Business
Sales Force Technology
Process Change Implementation
Marketing Strategy Road-Mapping
Web Development & Management
Direct Marketing Programs
Team Building & Management
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Experience
Pheedo, Inc., Emeryville, CA 06/05 - Present

Director, Business Development
BlogSavant, Green Bay, WI 06/04 - Present

Founder & CEO
Founded a weblog and Internet marketing consultancy focused on equiping emerging brands and thought leaders with Internet marketing and weblog strategy, process, and services to ensure success in their vertical market space.
  • Advised CEOs, marketing consultants, entrepreneurs, and political candidates on weblog strategy, technology, tactics and internet community marketing protocol.
  • Served as a weblog correspondent writing a weblog for a marketing outsourcing firm. Conducted research and contributed weblog posts on the subject of outsourcing sales and marketing services.
  • Sought after speaker on weblog & Internet marketing strategy presentations and part of the American Marketing Association's HotTopic blogging events.
Schneider National Inc., Green Bay, WI 06/04 - 06/05

Manager, Sales Operations
In this position my primary responsibility is to manage the development and implementation of sales processes that maximize the overall effectiveness of the sales organization. I am responsible for driving the implementation and ensuring standardization of company processes collaborating, developing, implementing and managing all the sales and support programs. I am working closely with other divisions within the company to develop seamless programs and reporting processes. In addition to continuous improvement of processes I am responsible for the development of employees through individual goals, objectives, and development plans.
Balance Studios Inc., Green Bay, WI 01/04 - 06/04

New Media Director
During my time in this transition-spanning position, I supported the strategic growth of Balance Studio's Interactive capabilities and services through effective PR and marketing strategies, while overseeing the launch of a web-based creative industry collaboration software product.
Krueger International Inc., Green Bay, WI 05/03 - 01/04

Director, Sales Technology and Web Marketing
While in my position at KI, I achieved substantial sales lead growth of over 350%, using Internet marketing strategy and tactics. In accordance with KI's Go-to-Market Strategy, I led a cross functional team to create an award winning website and industry-leading Internet direct and brand marketing, and advertising campaigns. In addition to providing the creative and strategic direction for KI's extranet program, I executed targeted cross media campaigns involving list procurement, direct mail, and response tracking. In May of 2003, I assumed management of KI's sales force automation group, using the OverQuota sales system, and was charged with driving adoption of Sales Force Automation tools and web-based customer service applications.
  • Increased website lead generation from 2400 leads to 8510 leads in my first year (354%).
  • Conceptualization and creation of over 600 customer extranets.
  • Created and executed monthly email marketing campaigns. Personally wrote all copy and code using Dreamweaver and Email Labs. Increased email to lead conversions by over 25%.
  • Designed and executed KI's search engine marketing and pay-per-click marketing strategies. Currently SEM and PPC accounts for 8% of lead conversions.
  • Forged inter-company agreements positioning my team as the sole e-business and e-marketing resource for all of KI's subsidiary companies, saving over $400,000 in outsourcing.
  • Implemented a web analytics program for marketing and advertising ROI analysis and cut over $100,000 in advertising expenditures.
  • Evangelized KI's sales and marketing support technology to field sales reps, customers, internal stakeholders, and industry press.
  • Drove adoption of Sales Force Automation tools and web-based customer service applications.
Krueger International Inc., Green Bay, WI 11/01 - 05/03

Internet Marketing Manager
  • Executed KI's Go-to-Market Strategy via the Internet through development and execution of strategic web-based initiatives to drive an annual sales lead volume of $5 million.
  • Implemented a web analytics program and introduced KI's marketing department to marketing and advertising ROI analysis. Cut over $70,000 in advertising spend, in the first quarter, through fact-based negotiation with vendors based on ROI analytics.
  • Developed and executed KI's Database Marketing program for garnering leads from new customers and securing projects from existing clients. Increase lead generation 354% in first year.
  • Developed successful creative lead generating digital drive-to promotions, in both print and e-formats, to promote a group of corporate websites, ranging from a manufacturing information sharing site to a wholesale catalog subsidiary e-commerce website. (www.ki.com, www.pallastextiles.com, www.adirondackdirect.com, www.oei-inc.com)
  • Developed email campaigns to generate leads for field sales reps, inside sales, international sales reps, GSA, and web partners. Have already exceeded lead generation goals 4 months into a 12-month cycle.
  • Built customer extranets to aid in selling furniture projects and in post-sale project management using HTML, ASP, Photoshop, SQL Server, and the KI content management tool.
Warner Bros./AOL-Time Warner Burbank, CA 11/00 - 11/01

Sales Force Automation Manager
  • Directed the strategic design and implementation of a Sales Force Automation system utilizing the Siebel Consumer Goods application.
  • Led a cross-department team of sales managers, IT developers, analysts, and executive sponsors in developing enhancements and changes to the SFA system and processes.
  • Developed and delivered all SFA training. Pioneered web-based training for the sales force in the US and UK. Increased acceptance and usage of the system by 20% in the first 60 days of employment through effective training programs.
  • Implemented system to accurately track and reconcile COOP and MDF advertising spending, allowing Warner Bros. to reclaim $3 million in unspent ad monies in under 6 months
  • Recipient of the "Razor's Edge" award for outstanding work ethic and service. Nominated by sales force.
Krueger International Inc., Los Angeles, CA 9/98 - 10/00

Sales Specialist
  • As a KI Sales Specialist, exceeded sales goals by over 150% for 2 years while developing business in the high-tech, federal government, and education markets and maintaining relationships with KI's national accounts, Office Depot and Office Max.
  • Maintained a highly visible position, interfacing with end users and intermediaries throughout the sales and project cycle: presented solutions, resolved technical issues, defined client needs and project scope.
  • Conducted west coast SFA and technology related training. Mentored new Sales Rep Trainees in the Los Angeles office.
Dyckesville Cycle & Repair Dyckesville, WI 3/89 - 10/96

Owner/President
  • As a young entrepreneur started a business on a $200 budget. Increased sales 300% per year four years in a row.
  • Managed all financial aspects of the business to control expenses and achieve above industry average gross profit margins.
  • Negotiated contracts with vendors. Managed strategic relationships with non-profit organizations for the advancement of cycling in the community. Hired, coached, and evaluated employees.
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Education
St. Norbert College, De Pere, WI 8/95 - 5/99
  • BBA in Business Administration
  • Emphasis on Marketing and Sales Management coursework
  • Ancillary research in Statistics, Market Segmentation, E-Commerce, and Sales Force Automation Technologies
  • Taught web development and Internet concepts courses as a Teaching Assistant.
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Publications
VanDen Heuvel, Dana (2004/5), "Weblogs in Practice: How Smart Marketers are Using Weblogs," American Marketing Association Hot Topic: Weblogs and Internet Marketing
Devasagayam, Dr. Raj; Dana VanDen Heuvel (2004), "Building On-Line Brand Communities: Strategies and Implications," Decision Sciences Institute 2004 Annual Meeting
VanDen Heuvel, Dana; Dr. Raj Devasagayam, (2004), "GeoFree BrandComms: Building Brand Communities Using Blogs," British Academy of Marketing Annual Conference, Gloucestershire, England
VanDen Heuvel, Dana (2003), "Cross-Eyed and Painless: Publishing to Any Media at Any Time," Seybold San Francisco
VanDen Heuvel, Dana (2003), "Innovations in Cross-Media Publishing," Seybold San Francisco
VanDen Heuvel, Dana; Dr. Raj Devasagayam, (2003), "Migrating Toward a Web-Centered Marketing Strategy: Experience From the Capital Goods Marketplace," MBAA Conference Proceedings, Chicago, IL
VanDen Heuvel, Dana (2002), "Collaborative Technologies and the Democratization of Design," Self-published white paper, white papers
VanDen Heuvel, Dana; Dr. Raj Devasagayam, (1999), "Multivariate Cluster Analytic Model of Benefit-Based Market Segmentation," MBAA Conference Proceedings, Chicago, IL
Please see the Publications section of the site for additional articles, conference presentations, papers & proceedings, and book contributions.
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Community Involvement
  • Board Member at Large, Green Bay Area Genealogical Society (BAGS)
  • Business Advisory Board Member, Students in Free Enterprise (SIFE), St. Norbert College, De Pere, Wis.
  • Marketing Committee Member, Green Bay Chamber of Commerce
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Professional Skills
  • Expert level technical skills in Microsoft Office, statistical analytics, and web development applications
  • SPIN Selling, Huthwaite Corp.
  • Major Account Sales Training, Huthwaite Corp.
  • DEI Prospect Management Training.
  • Fact-based Selling and Category Management Training, Warner Home Video Corp.
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Professional Affiliations
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