University of South Florida Muma College of Business

Strategic Leader  -  Partnerships  -  Strategic Alliances  -  Marketing  -  Public Relations  -  Business Development  -  Product Marketing  -  Digital Marketing  -  Content Development

Lakeland, Florida

Lead companies in the development of marketing and business expansion strategies. Accomplished at launching corporate brands and services. Expand companies' market reach and reputation with the development and execution of a partner / channel program strategy. Marketing services include public relations, content development, press releases, website development and support, social media, analytics, events, and more.

C/Cali Consulting

Marketing and Business Development Consultant

Successfully developed and executed marketing campaigns for all events, education programs, and fundraising initiatives including the SUN ‘n FUN Aerospace Expo (the 2nd largest airshow convention in the world) raising $2M for the Aerospace Center for Excellence (see next) each year within budget. o	Increase of event attendance 12% to 225K representing 80 countries over 6 days – new recordo	Increase total revenue generation 5% to $6.5Mo	Increase of social media followers 12%; increase impressions 25%+; Google Ad Words CTR 56%o	Increased media notification average open rates to 50% and increased to 750 contactsCreated, maintained, customized and presented corporate presentations. Responsible for media interactions including press releases, media coverage pitches and onsite coordination of media teams from national and international network TV, newspapers, and social influencers showcasing the organization, aerospace campus including high school and museum, and aviation-based youth programs and scholarships.  Directed creative process for corporate video at SUN ‘n FUN Fly-In that has been used extensively for presenting corporate overview / mission and fundraising for over 2 years.Managed the modernizing brand identity change of SUN ‘n FUN Fly-In’s 46 year event to the SUN ‘n FUN Aerospace Expo that included staff messaging education, media interviews, press releases, and corporate branding updates.Oversaw marketing events including corporate exhibitions and community events.Represented the organization as a speaker and participant at government, chamber, industry and community events.Responsible for the evaluation, negotiation and execution of marketing-related vendor contracts and advertising channels.

SUN 'n FUN Fly-In, Inc.

Director Of Marketing and Public Relations

The Aerospace Center for Excellence (ACE), a 501(c)(3) non-profit, has emerged as a nationally recognized leader in STEM-related and aerospace education through its various learning centers, outreach programs, and scholarships aimed at preparing students for tomorrow’s aerospace challenges.  The organization is known for its annual SUN ‘n FUN Aerospace Expo fundraising event as well as the Florida Air Museum,  ACE is the world’s leader in producing licensed teenage private pilots and delivers youth programs that engage over 50,000 students a year.Refer to SUN 'n FUN Fly-In for more details.Created and administered marketing campaigns in support of ACE's educational programs (onsite and outreach) such as STEM Summer Camps and on-campus family events as well as related activities at the Florida Air Museum. Oversaw largest annual local business event, the Mayor's Breakfast, in 2020. Increased attendance 28% to 450 as well as event profits by 15%. Publicize availability of resources such as scholarships and events through targeted campaigns.Created, maintained, customized and delivered corporate presentations as needed.Responsible for media interactions including press releases, media coverage pitches and more.

Aerospace Center for Excellence, Inc.

Director Marketing and Public Relations

ChannelAdvisor's solutions turn consumers into customers by streamlining e-commerce operations and expanding to new channels — all from a single, centralized platform.Identified, pursued, and re-synched key partner relationships that had become stagnant and /or combative resulting in a reputation relaunch as a partner-friendly market leader. Develop and execute a partner strategy in support of Brands suite of offerings pursuing a Retail network of the world's largest chains, 3rd party data sources, and related service companies.Established formal relationships with Ecommerce platforms, system integrators, agencies, and related service providers which generated leads, increased client retention, and provided an overall enhanced consumer experience.

ChannelAdvisor

Strategic Partnerships Development Manager

PowerReviews provides 1000+ retailers and brands the ability to generate & syndicate user-generated authentic content directly impacting consumer buying decisions both online and in-store. Delivered via SaaS-based, multi-tenant infrastructure.Within 6 months, generated $500K ACV and 30 leads valued at $2.1M credited to the partner program. Initiated the Open Syndication Network targeting IR 100 and NRF 100 retailers. Within first 30 days, obtained onsite meetings of the world's global omnichannel retailers (e.g. Walmart) completing a corporate directive that had become crucial as the sales team had been unable to accomplish the prior 9 months. Relaunched the partner program by creating a roadmap and go-to market strategy to support customer engagement engine of consumer reviews; Identified, negotiated, integrated, and onboarded partners that included ecommerce platforms, system integrators, and complimentary technology companies (i.e. content generation and curation, amplification, insights and analytics). Responsible for identifying, negotiating, integrating, and onboarding partners such as leading Ecommerce platforms (e.g. Demandware, Mozu and SAP/hybris), system integrators, and complimentary technology companies (e.g. Tealium, Olapic, and Certona). Tapped to perform market analysis and develop ROI model for the development of certified integration extensions from the PowerReviews platform into the leading ecommerce platforms including IBM, SAP/hybris, Oracle and Magento. Engagement included drafting RFP, solicitation of system integrators to perform professional services work, proposal vetting, and completion of associated partner agreements and contracts.

PowerReviews

Vice President Strategic Alliances

A leading national hybrid IT infrastructure and Cloud solutions provider.  Recruited to expand “out of market” partner ecosystem. Role included the acquisition, contract negotiation, enablement, training, pipeline management and QBR activities. Partners included VARs, MSPs, SIs, and ISVs such as Presidio and SHI; Technology Alliance partners include CISCO and Zerto. Sales activities included identifying business transformation drivers such as HIPAA-HITECH, PCI-DSS and SSAE-16 compliance requirements, business continuity, and SaaS-related delivery challenges in a variety of industries including Healthcare, Finance and Professional Services.  Responsibilities also included direct sales and strategic account management.Spearheaded corporate partnership focus to include Technology Alliance partners such as CISCO. This specifically assisted to establish Peak 10 as CISCO Certified Cloud Partner resulting in increased revenues of $10M and 10+ new signed logos (clients) within 6 months corporate-wide.Overcame long-standing service delivery concerns for international digital agency client, SidLee, resulting in a 2 year contract renewal and expansion of managed services valued at $400K.

Peak 10 + ViaWest

National Director Partnerships and Business Development

Heiler is a global Product Information Management (PIM) enterprise license software and professional services company. Headquarters in Germany.Developed partner program to support North American expansion. Ecosystem included Ecommerce platform companies (e.g. Oracle/ATG, IBM Websphere and Demandware) and international and niche Systems Integration partners (e.g. Sapient and Ideosity). Created Go-to-Market program deliverables including contracts, messaging, lead tracking, onboarding, and ongoing training. Charged with direct prospecting of enterprise companies in addition to Partner activities.Spearheaded Oracle Global Certification for Product Information Management (PIM) software solution by overcoming mutual internal concerns of competitive offerings. This partnership quickly resulted in 4 signed logos valued at $2M in software license fees and $750K in professional services.  Set sales record closing enterprise-wide software license agreement within 60 days for Mohawk Industries' DalTile division, the 1st of 5, for $1.750M license and $375K services.

Heiler Software AG (acquired by Informatica)

Director of Business Development / Partnerships NA

CommerceHub empowers clients to expand product assortment, promote and sell products on the channels that perform, and enable rapid, on-time customer delivery via their cloud-based suite of services. Best known for its drop-ship capabilities and support.Initiated a partner program to broaden the supply chain event suite for a client base comprised of multichannel retailers including The Home Depot, Kohls, and Best Buy, 8500 drop-ship brands, and 300 carriers. Partnerships enabled with Ecommerce platforms, 3PLs, reverse logistics providers, carrier contract negotiators, and online marketing service providers.  Identified and created a value proposition and market deliverables targeting the growing supplier / brand community revenue base. Relaunched corporate website with updated marketing branding - responsible for Supplier Solutions, Partnerships and Corporate content.Launched and supported a client-facing monthly e-newsletter for 8000 clients. Corporate Development initiative that included conducting extensive research, customer surveys, and contributed in the drafting of a product positioning paper for a new service. Efforts included identification and coordination of executive meetings for potential M&A targets. Initiative has since resulted in a new content-related services offering for 8000 suppliers.

CommerceHub

Director of Business Development

CI enables retailers and brands to drive product sales with Shopping Engine Services and Where-to-Buy solutions.Established an international partner network of over 80 participants within 3 years resulting in annual revenue increases from $6 million to $20+million.  One of the partners was Google who acquired Channel Intelligence in 2013. Advanced CI to “thought leader” prominence among agencies, Ecommerce platforms, comparison shopping engines, marketplaces, service providers, etc. Generated momentum for technology platform and services; created target segmentation strategies, marketing collateral, contracts, and channel management tools. Steered projects through internal and partners’ Product Management, Sales, and Marketing organizations. Performance recognized with 2 promotions within a 3 year span.

Channel Intelligence (acquired by Google)

Director Business Development and Strategic Alliances

QRS provided outsourced SaaS solutions connecting companies to exchange electronic transactions (EDI); related B2B services including product data management and supply chain services.Consistently generated $14.5 million in annual sales plus exceeded profit margins through the strategic differentiation of enterprise supply chain software and service solutions with quantifiable ROI. Marketed and performed professional service engagements for eCommerce initiatives; project managed implementations; negotiated contracts; created “best of breed” customized deliverables and analysis models; mentored new Account Managers. Clients included Federated Dept. Stores, VF Corp, The Sports Authority, and other national retailers and brands.Performance recognized with 3 promotions and 3 consecutive 100% Clubs.

QRS Corporation (acquired by Inovis / GXS)

National Account Executive

Territory assignments in excess of $5 million, growing 25% annually. Developed cross-industry client-base by customizing and implementing Ecommerce strategies and business system solutions utilizing network interconnections. Ownership of sales cycle, network configuration and installation planning, creation of support documentation, training, and business partner management. Clients included Alamo Rent-A-Car, PGA of America, and Ryder Systems Inc. Performance recognized with numerous promotions; 4 consecutive 100% Clubs and 2 Systems Engineering Symposiums.

Carol Cali

Carol Cali