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Vicki L. Caldwell
1234 Chattahoochee Circle  Roswell, GA 30075  [email protected]
(770) 594-8581
OBJECTIVE
Obtain staff position with a national youth ministry or youth-issues advocacy organization. Utilize my
experience in developing essential internal and external relationships, marketing, and management to help
ensure the continued success of the organization’s purpose and outreach.
PROFESSIONAL EXPERIENCE
Campaign Coordinator – Ramirez Broyles for Georgia - Atlanta, GA
6/02 – 9/02
Staff position working with Vernadette Ramirez Broyles, Georgia Secretary of State candidate encouraged
to seek office by local party officials. Spoke on behalf of candidate and discussed campaign platform as
surrogate speaker at political events and forums. Networked at key fundraising and political events to
increase candidate awareness. Assisted in developing campaign and marketing strategies to maximize
fundraising and voter support. Coordinated project timelines and team execution. Maintained daily
correspondence with elected officials, contributors, volunteers and the public. Managed vendor contracts
and relationships.
Director of National Accounts - Speakeasy Inc. - Atlanta, GA
6/00 – 6/02
Developed new business within current and prospective client accounts for nationally recognized
communication consulting firm. Researched Internet and periodicals to determine immediate and viable
business opportunities within new and existing accounts. Identified new marketing venues to increase
brand awareness and prospective customer interest. Composed extensive consultative proposals.
Maintained comprehensive weekly sales and annual tracking report for the company. Direct management
responsibility for an Account Manager and a Sales Support Manager.
Selected Accomplishments:
 Declining sales in our San Francisco, CA office prompted my being appointed to establish new
Fortune 500 clients based on the West Coast. Developing key relationships at the Vice President-level
with several accounts (e.g. Sun Microsystems, Transamerica, Oracle, Charles Schwab) generated
$60,000 in immediate sales and opened the door to other executives and future opportunities.
 New marketing strategies were needed to increase exposure for CA-based business. Utilized existing
client relationships that have significant involvement in regional trade organizations and events, to
provide display opportunities and a forum to access thousands of dollars in business with very limited
expense.
 Limited internal resources made it difficult to continually produce immediate sales needed while
prospecting and developing longer-term business opportunities for the company. Initiated new team
approach and bonus structure to maximize each sales individual’s marketing and selling strengths.
Creates more time efficiencies by eliminating duplicate or partial efforts and ensures the weekly sales
necessary while building the prospect pipeline needed for future revenue.
Product Manager, Promotions – Innotrac Corporation – Atlanta, GA
6/99 – 3/00
Created marketing promotions for fulfillment/distribution clients (e.g. Sony, Pacific Bell, Ameritech) to
acquire new customers and increase brand awareness. Directed implementation teams to ensure proper
execution within budget and timelines. Outlined comprehensive promotional budgets and contracts ranging
from $75K - $500K.
Selected Accomplishments:
 Due to rapid growth of the company, no system was in place to determine cost/revenue analysis for
client coupon programs. Established a user-friendly method to allow for customized program variables
and accurately forecast cost, revenue and profit for these promotions, which enabled Innotrac to ensure
30% profit margin and prevent lost profit.
Vicki L. Caldwell
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Phone: (770) 594-8581
Promotion history was not being cumulatively compiled and tracked. Created a reporting procedure for
account teams to document results, allowing marketing to have comprehensive information to use in
determining successes/opportunities for future programs and client feedback meetings as needed.
Developed manual outlining program implementation procedures to ensure efficient and accurate
execution saving resources by avoiding unnecessary meetings and calls.
Account Manager – Eagle Business Systems, Inc. – Charlotte, NC
9/98 – 2/99
Established accounts within a new market for regional computer network integrator.
Account Manager – McRae Graphics – Charlotte, NC
2/98 – 9/98
Achieved over 100% of sales quota every month for area Toshiba copier and facsimile dealer.
National Account District Manager – Frigidaire – Charlotte, NC
9/95 – 1/98
Managed a $15 million sales territory consisting of Sears, Lowes and Best Buy accounts for leading
appliance manufacturer. Introduced new product and marketing programs: product launches, seasonal
promotions, rebate and tie-in offers to district managers. Utilized market research information to create
custom account presentations to secure premium display space and increase product turns. Created special
incentive programs for retail sales people to increase selling performance. Conducted regional product
training seminars.
Selected Accomplishments:
 Needed to capitalize on critical new product launch to enhance brand recognition. Developed training
strategy for clients’ sales force to position the new Puresource Water and Ice Refrigerator as the
category market leader. Maximized introduction sales and won corporate Puresource Award.
 Several Best Buy stores were suffering from diminished retail floor space due to undeliverable or
returned merchandise that could not be stored in backrooms. Introduced a clearance inventory
initiative, promoting quick sale of these items. This resulted in 4-6 additional Frigidaire sku’s being
placed on these retail floors, which generated a minimum of $5,000 in additional sales per store from
these units within a thirty-day period.
Retail Account Representative – The Pillsbury Company – Johnson City, TN 11/92 – 9/95
Fostered business partnerships with key account buyers of regional wholesale distributor to gain acceptance
of advertising and merchandising programs, pricing, and new items for consumer products company.
Category and budget management to accomplish volume and profit objectives. Utilized AC Nielsen and
other research data to produce account specific marketing presentations that gained incremental business
opportunities. Ensured feature merchandising program execution with retail representatives.
Selected Accomplishments:
 Bake-Off Contest provided opportunity to create a special incentive display program to promote event
awareness and participation at retail with customers and supermarket management. Incremental
volume of 1408 cases sold and 72% of territory stores placed 20+ cases of Pillsbury product in feature
displays earning Bake-Off Event Award of Recognition.
EDUCATION
Michigan State University – Bachelor of Arts in Advertising
COMPUTER SKILLS
Microsoft: Word, Excel, PowerPoint, and Publishing
PERSONAL
Enjoy running, hiking, golf, writing, reading, and traveling. Co-leader for Youth
church group.
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