karen carbonnet
Organizational Behavior graduate from University of San Francisco. Last worked as Vice President of Marketing (consultant) at Pinger, Inc.
| Headline: | Entrepreneur |
| Skills: | Business, Design, English, French, Graphic design, Languages, Marketing |
| Groups: | Online Advertising Professionals (OAP), Women 2.0 |
| Interested in: | Brainstorming, Finding business partners, Finding cofounders, Finding team mates, Meeting new people, Professional opportunities, Promoting my startups, Recruiting for my startup |
| Schools: | University of San Francisco |
WORK EXPERIENCE
| Employer: | Pinger, Inc. |
| Position: | Vice President of Marketing (consultant) |
| Time period: | October 2007 - August 2008 |
| Description: | Method of selling: direct to consumers via internet and mobile phone
Pinger is a Kleiner Perkins start up addressing the instant voice messaging industry. Responsible for all product marketing, customer acquisition and communications activities, including advertising and public relations. Results: Increased product trials by 5x in 120 days and determined most predictable methods to acquire new trial customers. Launched Pingercast, Pinger voicemail and Pinger International within 90 days of start of contract. Provided needed direction, focus and momentum to the marketing team. Created My First Pinger – a marketing program that resulted in twice as many new "sent calls," and twice as many new customers being retained beyond the first week of product use. |
| Employer: | LeapTag, Inc. |
| Position: | Vice President of Marketing (consultant to hire) |
| Time period: | March 2006 - July 2007 |
| Description: | Method of selling: direct to consumers via internet
LeapTag was an angel-funded technology start up focused on solving the problem of information overload for consumers. As the only business person (apart from the CEO) on the team, I was responsible for all product marketing, product management and customer acquisition activities, including marketing communications and public relations. Results: Launched company at DEMO within 30 days of starting full-time employment. Renamed company and flagship product from Yoriwa to LeapTag within 90 days. Acquired desired number of private beta customers for product testing. |
| Employer: | RLG |
| Position: | Sales and Marketing Executive |
| Time period: | July 2005 - July 2006 |
| Description: | Method of selling: direct and 3rd-party distribution
RLG was an online services company that provided subscription services to libraries and universities. It was acquired by OCLC. Member of the executive staff and reporting to the president, I was the leader of the marketing, sales and customer support teams for a small online services company in distress. Responsible for corporate and product marketing, strategic direction, sales, business development, public relations, marketing communications and customer support. Results: Evaluated product and company value proposition against competition and created a strategic recommendation within 90 days of start date. Launched two new product offerings and led the revitalization of the sales function. Shepherded company through the acquisition process. |
| Employer: | Six Apart, Ltd. |
| Position: | Vice President of Marketing (consultant) |
| Time period: | January 2005 - July 2005 |
| Description: | Method of selling: online subscription-based services for consumers and direct to enterprise software sales
Six Apart runs a hosted blogging service called TypePad that is targeted at consumers and also sells an enterprise blogging product called Movable Type to institutions and corporations • Key member of the senior executive team responsible for all marketing activities from launch plans to customer acquisition to sales support and public relations programs • Provide marketing leadership and strategic counsel to the company’s executives and marketing team of three Results: Within seven weeks of joining, conducted market analysis and wrote company’s marketing plan, complete with budgets; created customer profiles for both consumer and enterprise products; redefined the roles of marketing personnel to focus on strengths, while managing day-to-day marketing operations. |
| Employer: | Magellan Inc. (formerly Thales Navigation, Inc.) |
| Position: | Vice President of Corporate Marketing |
| Time period: | January 2001 - December 2004 |
| Description: | Method of selling: B-C retail channel sales and B-B direct and channel sales
Thales Navigation was a 650 person, $200M annual sales, wholly owned subsidiary of Thales Group, an $11B multi- national company based in France. Thales Navigation manufactures and sells GPS equipment to both consumers (under the brand name Magellan) and survey business professionals. • Key member of the senior executive team responsible for all aspects of brand awareness, demand generation, corporate and internal communications • Provide strategic communications leadership and counsel to the company’s C-level executives and business groups • Managing an international team of 18, responsible for all product-marketing activities – from launch plans to packaging to channel support and demand generation programs – and other internal and external communications Results: Launched over two dozen new products worldwide, revitalized the consumer demand generation programs, repackaged the consumer products, launched innovative demand-generation campaigns, and streamlined the professional brand from three brands to one. • Within six weeks, created worldwide marketing and communications strategy, plans and corresponding marketing budgets, while simultaneously directing the construction of a new company web site and corporate intranet • In the span of one quarter, realigned the worldwide marketing communications teams and recruited senior-level corporate communications management (Directors of PR and Marcom) • Increased awareness of Magellan brand by 15% in one year (with no TV advertising) • Built a consumer e-commerce site that generated almost $1M in accessory revenue in its first year • Led launch for company’s entry into vehicle navigation market, resulting in attaining an immediate 30% market share • Negotiated media contracts that resulted in 53% media savings for the company • Created compelling programs that dramatically increased customer registration by 120% |
| Employer: | iGeneration, Inc. |
| Position: | Vice President of Marketing |
| Time period: | January 1999 - December 2001 |
| Description: | Method of selling: Direct to enterprise and two-tiered training channel
iGeneration was an education start-up created to bridge the talent shortage that resulted from the dramatic rise of Internet businesses. iGeneration provided non-technical people a way to attain the necessary skills needed to embark on an Internet career and employers with a way to ensure that they were hiring knowledgeable employees. • As a key member of the executive team, provided strategic marketing leadership to the company. Through quarterly marketing plans, determined and executed business and marketing strategy • Responsible for all aspects of customer acquisition, customer satisfaction and brand awareness. Identified key target markets and designed and executed programs to acquire these customers • Within 10 months of joining the company, changed the company name, identity, mission, business model (to accommodate changing market conditions) and secured additional financing Results: • Set corporate marketing strategy that drove 8,000+ people to sign-up in advance of site launch • Lowered customer acquisition costs from $273 to $52 in less than four months • Helped close business development deals with online partners that resulted in campaigns that increased site traffic five fold in two days, with a corresponding lift in database entrants • Created lead-generation activities that resulted in over 9,500 registered users and more than 2,500 people being referred to the training partners • Launched company to press and analyst community to positive reviews • Developed strategy and sales tools for both enterprise and channel sales teams that resulted in increased partner marketing activities and lead generation • Participated in fundraising activities for series C ($11 million) |
| Employer: | Infoseek Corp. |
| Position: | Director of Consumer Advertising |
| Time period: | January 1997 - December 1999 |
| Description: | Method of selling: online advertising
Infoseek was a leading Internet search tool and web site. Acquired by Walt Disney Company in 1999, it became the GO Network. Primary mission was to create brand awareness of and increase online traffic to the site. Responsible for all aspects of traditional and interactive advertising plus marketing communications programs. Accountable for planning and management of a $20MM/year advertising budget. Results: • Contracted traditional and interactive agencies within four weeks of start date and launched company’s new service less than three months later • Created and launched company’s first television and radio campaign within five months of joining the company • Managed all advertising activities surrounding the launch of the GO Network, including media deals with ABC television |
| Employer: | Freshwater Software, Inc. |
| Position: | Director of Communications |
| Time period: | January 1996 - December 1997 |
| Description: | Method of selling: Direct & Web
Freshwater Software created innovative software products and services to address the nascent category of web site management. Collaborated with a small team of engineers as the sole marketing person in the company. Determined strategic company and marketing direction, product features and positioning, target customers, lead-generation programs, brand and product awareness activities, communication channels, press and analyst relations and trade shows. Results: • Quadrupled product download rate in a period of two months, and increased that rate by more than a factor of 10 three months later • Launched Freshwater’s first product within 4 weeks of start date • Created awareness of product category among press and analyst community plus key customer targets – all on a start-up’s shoestring budget of $600K/year |
| Employer: | Novell, Inc. |
| Position: | Senior Manager, Marketing Communications |
| Time period: | January 1993 - December 1996 |
| Description: | Method of selling: Two-tiered channel
Senior communications manager for Internet Product Division. Designed and managed implementation of worldwide communications plans. Areas of responsibility included development of corporate and product brand identity, advertising, market research, channel programs, trade shows, direct marketing, online activities, video and multi-media. |
| Employer: | Renaissance Software, Inc. |
| Position: | Marketing Project Manager |
| Time period: | January 1992 - December 1993 |
| Employer: | IntelliCorp, Inc. |
| Position: | Marcom Project Manager |
| Time period: | January 1984 - December 1991 |
EDUCATION
| University: | University of San Francisco |
| Time period: | 1989 |
| Degree: | Organizational Behavior, BSc |
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Danielle van Asch- Prevot
Theater/ Women’s Studies from UC Irvine, currently working as Group Manager at YouNoodle.com