Gail Hernandez

Events Marketing

OMICRON - Manufacturer of test equipment for the electric utility industry. ​Jul. 2010 - April 2014

 

​Goal: Increase efficiency and effectiveness of OMICRON's participation in industry trade shows and company-sponsored events.

 

Results:

• Introduced on-line registration system for all technical seminars  and reduced administration time by 10+ days annually.

• Reduced road show travel costs by using new registration system to gather crucial planning data earlier in the planning process.

• Produced the most successful participation in the history of OMICRON at the largest event in the electric power industry.

 

Contribution:

• Managed all aspects of trades shows, seminars, and related events including planning, logistics, budgeting, & measurement.

• Instituted pre-event planning procedures and briefing meetings.

• Established measurable goals for all industry trade show participation.

• Collaborated with worldwide events team to develop global event standards.

• Managed bus road show schedule, bus maintenance & repair program, and all DOT compliance-related activities to ensure  successful entry into and departure from Eastern Canada.

 

 

Marketing Specialist

Merchants Leasing - National automotive fleet leasing company, Nov. ​2006 - Jul. 2010

 

​Goal: Research and evaluate industry trade show mix to expand market reach and generate new business.

 

Results:

• Tripled the ROI of trade show program.

• Wildly exceeded goals for the largest fleet event of the year

• Identified over $500K in potential sales from mining the CRM

 

Contribution:

• Wrote all event-related marketing materials including email blasts, direct mail, and web site campaign pages.

• Developed content for web site and customer newsletter.

• Introduced customer satisfaction surveys based on the Net Promoter metric.

• Used Siebel’s On Demand Customer Relationship Management (CRM) system to maintain accurate customer and prospect information, and ensure all sales leads from marketing programs were accurately captured.

 

 

Senior Events Marketing Specialist

ADP, Inc. Claims Services Group - Provider of automotive recycling parts management software & accident claims software.​ Oct. 1999 - Jul. 2006

 

Goal: Successfully manage all aspects of a 70+ trade show program by keeping events on time and on budget.

 

Result:

As a result of my scrupulous pre-planning, in my first year with ADP I was able to take a previously planned 3 1/2 week vacation with no adverse effect on our 30+ trade show schedule.

 

Contribution:

• Coordinated employee recognition events.

• Mentored one marketing specialist.

• Helped maintain accuracy of customer database using Salesforce.com.

 

Installation Manager & Technical Support Rep

WAM!Net, Inc. - Electronic distribution provider for the publishing industry. ​Jun. 1996 - Jan. 1999

 

Goal: Establish ordering and installation procedures for a high-performance data network startup company.

 

Result: Instituted simple, easy-to-follow installation process that was used years after I left WAM!Net.

 

Contribution: Established daily service ticket auditing to inform management of customer issues.

 

Trade Show & Promotion Manager

Coda Music Technology, Inc. - Creator of music notation software for composers and innovative intelligent accompaniment system for music education Dec. 1994 - Jun. 1996

 

Contribution:

• Managed 50+ trade shows annually in the music industry including higher education.

• Responsible for all product packaging and collateral development for two music software product lines.

• Managed one marketing specialist.

 

Trade Show & Marketing Programs Specialist & Event Planning Manager

Digital Equipment Corporation - Second largest computer company in the world. ​Jul. 1984 - Jul. 1994

 

Goal: Manage annual events budget of $750K and keep all events on time and on budget.

 

Results:

• Reduced trade show costs by $100K by carefully managing logistics and staff resources.

• Generated a ten-fold ROI.

 

Contribution:

• Trade show management responsibilities included: selecting shows, preparing budgets, managing project costs, training booth staff, coordinating sales follow up, measuring program results, developing collateral materials such as advertising, direct mail, booth guides, lead forms and marketing surveys; designing booth layouts and signage; supervising labor on site; and leading diverse, geographically distributed teams of external marketing partners and employees.

• Executive seminar responsibilities: agenda development, selection of executive and technical speakers, site selection, menu development, and ensuring appropriate follow up by marketing and sales.

• Developed a comprehensive guide to planning and implementing seminars.

 

Marketing Administrator

Digital Equipment Corporation, Sep. 1981 - Jun. 1984

• Developed sales lead management process.

• Instituted communications budget tracking process.