HIGHLIGHT OF ACHIEVEMENTS
Co-Creating Global Value, Generating Rapid Growth & Igniting Change
Co-Creating Global Value, Generating Rapid Growth & Igniting Change
VICKY PANOSSIAN
A high integrity B2B professional with over 15 years of expertise in competitive product, technology & service value creation; commercialization, market introduction and localization strategies, critical strategic alliance building and management, international multi-channel business development (NA, EMEA & APAC), and integrated marketing communication campaigns.
I am passionate about helping companies realize rapid and sustainable growth, through transforming their innovative concepts into value-based solutions, strategic partnerships, and increase in both revenue and ROI.
I am an MBA graduate with a minor in international business and the ability to communicate complex issues and concepts at different levels of managements in a variety of different languages (French, Arabic and Armenian). I am creative yet analytical, strategic yet tactical, flexible in responding with creative solutions to the needs and wants of diverse, global markets and a healthy disrespect for the word “impossible.”
Actual Achievements
Building Marketing Excellence - Creating a Competitive Edge and Generating Rapid Growth
As Peter Drucker believed, any business enterprise has two-and only two basic functions: Marketing & Innovation, and that everything else is a cost.
Marketing as an investment happens when marketing strategies are aligned with company objectives and are used to: a. Create sustainable value b. Lower risk c. Increase ROI. Most of the time 50% of marketing budget is wasted on unrelated marketing communication campaigns.
Challenge: Needed a competitive edge to increase market share
Solution: a) Initiated and led the implementation of a global Cloud-based “Center of Excellence” service center (SalesForce – Service Cloud - advanced Customer Service/Support technology system). b) Introduced 4 unique, competitive, revenue generating service offerings
Result: Created a unique competitive advantage, enhanced customer experience, provided transparency to the internal and external customer service/support processes, reduced customer retention costs, energized target market and increased ROI.
2. Market Positioning & Target Marketing It is typical of start-ups to focus on engineering and neglect strategic marketing.
Case: Impeva Labs was a start-up with a unique global, remote tracking, controlling and monitoring technology
Challenge: The market did not understand the value of its innovative technology. They treated the products as any other RFID devices.
Solution: Synthesized a complex, global market of $268 billion, identified diversified applications and SAM of $150M, created a competitive metrics and communicated value.
Result: Developed a whole product marketing & communications strategic plan and generated$600K revenue within two months.
3. Creative Strategic Alliance Building Through Joint Supply Marketing Programs: CRM tools are great; however, creative intelligence gathering, one-on-one personal dialogues with existing and potential customers are key to strong partnerships.
Case: International Rectifier (IR), a 1billion dollar power semiconductor technology and market leader
Challenge: Was not able to transform its relationship with Computer & Telecommunication technology giants like Intel, IBM and AT&T into partnerships
Solution: Developed and implemented a Joint Supply Marketing plan that aligned customer global market needs and wants with IR internal goals, objectives and strategies and energized key customers to share their technology and market road maps with
Result: IR was ranked as one of IBM’s and Intel’s 3 core global (all foreign subsidiaries and their subcontractors) suppliers; performance was increased by 54% within a period of 14 months
4. Initiate, Plan & Implement Proactive, Advanced Global IT Business Tracking System as a unique Differentiator: Flexibility is critical to adapt to ever-changing global economic and technology environment
Case: International Rectifier (IR), a 1 billion dollar power semiconductor technology and market leader
Challenge: As a result of Globalization, U.S. technology leaders started outsourcing their manufacturing through contract manufacturers (CM) around the world. IR was not able to track its OEM (IBM, Intel, Motorola, AT&T) business at their foreign contract manufacturers
Solutions: Initiated and led a Global Order Tracking IT project that involved collaborating with external customers - OEM’s and their CM’s, and internal customers - IR IT, Manufacturing, Sales, Marketing & Service teams in NA, EMEA and APAC.
Result: Reduced cost of OEM global supply chain operations and increased ROI through creating standardization of products and services, reduced delivery time and competitive OEM pricing, and accurate quarterly reporting
5. Rapid Market Share & Profit Growth Through Global Direct Marketing Knowledge of the macro-environment of international business, humility and sensitivity to the behavior of a diverse customer base is key to succeeding in global markets
Case: Filon Engineering Materials, Division of BP
Challenge: Filon was unable to increase its profit margins and grow in global markets because of its contractual obligations to Licensee agreements with 2% royalty
Solution: Negotiated out of the old Licensee contracts, initiated, developed and implemented direct global marketing strategies and channel marketing programs and launched its products in 6 EU and M.E. markets.
Result: Generated $2 million revenue and 15% increase in profit margin within 12 months
AWARDS
A high integrity B2B professional with over 15 years of expertise in competitive product, technology & service value creation; commercialization, market introduction and localization strategies, critical strategic alliance building and management, international multi-channel business development (NA, EMEA & APAC), and integrated marketing communication campaigns.
I am passionate about helping companies realize rapid and sustainable growth, through transforming their innovative concepts into value-based solutions, strategic partnerships, and increase in both revenue and ROI.
I am an MBA graduate with a minor in international business and the ability to communicate complex issues and concepts at different levels of managements in a variety of different languages (French, Arabic and Armenian). I am creative yet analytical, strategic yet tactical, flexible in responding with creative solutions to the needs and wants of diverse, global markets and a healthy disrespect for the word “impossible.”
Actual Achievements
Building Marketing Excellence - Creating a Competitive Edge and Generating Rapid Growth
As Peter Drucker believed, any business enterprise has two-and only two basic functions: Marketing & Innovation, and that everything else is a cost.
Marketing as an investment happens when marketing strategies are aligned with company objectives and are used to: a. Create sustainable value b. Lower risk c. Increase ROI. Most of the time 50% of marketing budget is wasted on unrelated marketing communication campaigns.
- Service as a competitive advantage Service is the most neglected opportunity in global markets.
Challenge: Needed a competitive edge to increase market share
Solution: a) Initiated and led the implementation of a global Cloud-based “Center of Excellence” service center (SalesForce – Service Cloud - advanced Customer Service/Support technology system). b) Introduced 4 unique, competitive, revenue generating service offerings
Result: Created a unique competitive advantage, enhanced customer experience, provided transparency to the internal and external customer service/support processes, reduced customer retention costs, energized target market and increased ROI.
2. Market Positioning & Target Marketing It is typical of start-ups to focus on engineering and neglect strategic marketing.
Case: Impeva Labs was a start-up with a unique global, remote tracking, controlling and monitoring technology
Challenge: The market did not understand the value of its innovative technology. They treated the products as any other RFID devices.
Solution: Synthesized a complex, global market of $268 billion, identified diversified applications and SAM of $150M, created a competitive metrics and communicated value.
Result: Developed a whole product marketing & communications strategic plan and generated$600K revenue within two months.
3. Creative Strategic Alliance Building Through Joint Supply Marketing Programs: CRM tools are great; however, creative intelligence gathering, one-on-one personal dialogues with existing and potential customers are key to strong partnerships.
Case: International Rectifier (IR), a 1billion dollar power semiconductor technology and market leader
Challenge: Was not able to transform its relationship with Computer & Telecommunication technology giants like Intel, IBM and AT&T into partnerships
Solution: Developed and implemented a Joint Supply Marketing plan that aligned customer global market needs and wants with IR internal goals, objectives and strategies and energized key customers to share their technology and market road maps with
Result: IR was ranked as one of IBM’s and Intel’s 3 core global (all foreign subsidiaries and their subcontractors) suppliers; performance was increased by 54% within a period of 14 months
4. Initiate, Plan & Implement Proactive, Advanced Global IT Business Tracking System as a unique Differentiator: Flexibility is critical to adapt to ever-changing global economic and technology environment
Case: International Rectifier (IR), a 1 billion dollar power semiconductor technology and market leader
Challenge: As a result of Globalization, U.S. technology leaders started outsourcing their manufacturing through contract manufacturers (CM) around the world. IR was not able to track its OEM (IBM, Intel, Motorola, AT&T) business at their foreign contract manufacturers
Solutions: Initiated and led a Global Order Tracking IT project that involved collaborating with external customers - OEM’s and their CM’s, and internal customers - IR IT, Manufacturing, Sales, Marketing & Service teams in NA, EMEA and APAC.
Result: Reduced cost of OEM global supply chain operations and increased ROI through creating standardization of products and services, reduced delivery time and competitive OEM pricing, and accurate quarterly reporting
5. Rapid Market Share & Profit Growth Through Global Direct Marketing Knowledge of the macro-environment of international business, humility and sensitivity to the behavior of a diverse customer base is key to succeeding in global markets
Case: Filon Engineering Materials, Division of BP
Challenge: Filon was unable to increase its profit margins and grow in global markets because of its contractual obligations to Licensee agreements with 2% royalty
Solution: Negotiated out of the old Licensee contracts, initiated, developed and implemented direct global marketing strategies and channel marketing programs and launched its products in 6 EU and M.E. markets.
Result: Generated $2 million revenue and 15% increase in profit margin within 12 months
AWARDS
- State of California Woman of the Year (2013) - NAPW, National Association of Professional Women
- Senate Certificate of Recognition - Indispensable support of and dedication to the success of the 3rd International Armenian Technology Congress
- Excellence In Continuous Improvement – International Rectifier - TECHPLAN Achievement Award – For a long-term strategy to operate profitably, promoting innovation and listening to our customers by utilizing a customer-driven strategy to develop IRF7811A & IRF7809 power management products, offering road-map and production support plan that earned Intel’;s confidence and led to Intel processor module design. Sales & Marketing Council
- Founder’s Award – International Rectifier, For outstanding contribution to the company through development and design of power MOSFET into Intel products