Experience

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  Seppala Consulting

  • Founder

    • Feb 2006 - Present

  • VP Director of Marketing | Product Launch | Branding | Segmentation | Research | Channel Programs

    • Nov 2005 - Present

    Delivery of effective and creative marketing, product management and business development services, with an emphasis on new product launch and/or significant company change. Arce Electrical Equipment: Launch and other sales and marketing of wYerBox, a new electricians tool that greatly simplifies all aspects of pulling wire, one of the more time-consuming and potentially wasteful activities in the profession. See: www.wyerbox.comPriority Metals: Development and execution of new prospecting, reporting and development programs for new accounts. New sales incentive programs and online customer management resources.Headbangers Guitar Protectors: Launch and other sales and marketing for the Headbangers Head Stock Protector, an accessory for many acoustic guitar models. See: www.headbangersgp.comHair Salon Educators: Launch, positioning, trade show booth, PR and other activities involving The Comb and accompanying educational program.Yamaha Electronics: Market evaluation and test marketing of ProjectPhone, an innovative directional microphone system for video conferencing.Other Clients include: QPC Fiber Optics Inc., FirmTek LLC (mass storage peripherals and technology), Children’s Village Preschool, iGlyko and Medical Technical Products.Previous accomplishments include orchestrating first-ever press tour for a storage peripherals company, redesign of the same firm's website, creation of press releases and marketing collateral pieces and development of channel programs and activities. Services include product launch, branding, market segmentation, portfolio planning, public relations, market research, lead development and tracking, channel management and marketing programs.

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  Helping Mom Downsize

  • Orange County, California Area

  • Co-Founder

    • Jan 2017 - Jul 2020
    • Orange County, California Area

    Helping Mom Downsize is a service company created to assist older adults through the daunting process of moving from a long-time family home to a smaller apartment or condo. With a focus on relieving stress and simplifying the process, we are ready help or lead in sorting, packaging, moving, storing, selling and otherwise removing the contents of the home, moving, disconnecting and managing utilities, working with contractors and/or real estate agents... whatever is needed in the process of moving and selling the old home. We heavily emphasize the layout and arrangement of the new home to ensure that it feels like the CLIENT'S home when the move is complete.While my work experience has been in different industries, my discipline, with over 225 product launches and countless other new marketing initiatives, has been project management and leadership... breaking big challenges down into meaningful tasks, and getting them done in the right order to complete the bigger job. It's a great fit with our new endeavor.Check out our website, and please think of us if you have a friend, neighbor or family member who really NEEDS to move, but doesn't know where to start.www.helpingmomdownsize.com

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  The Defenders ADT Authorized Reseller

  • Orange County, California Area

  • Security Advisor

    • Nov 2018 - Apr 2019
    • Orange County, California Area

    Although a very short stint, I am including this experience because of the extreme requirements for learning, selling and technical installations. My reasons for leaving were voluntary and due to a business model change, not my ability and excitement at doing the job. In addition to face-to-face one-time-meeting sales with homeowners of every variety, I was responsible for installing both hardware and software solutions that varied with virtually every call. Before I left, I had one of the highest closing rates in the office over the last several weeks. You CAN teach an old dog new tricks.

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  Youwalk Today, Inc.

  • Orange County, California Area

  • Acting CEO

    • Mar 2018 - Sep 2018
    • Orange County, California Area

    Decision-making authority driving the launch and introduction of an amazing new patented device designed to assist those rehabilitating to re-learn walking. The Youwalk combines the benefits of a walker and a wheelchair with additional features to promote confidence and safety. Markets include hospitals, rehabilitation centers, senior homes and communities, and individuals seeking the ability to walk again. Sadly, the venture exhausted its capital before first full production could be acheived.

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  Kofax

  • Irvine, CA

  • Director, Product Marketing | Product Launch | Branding | Research | Marketing Communications

    • Jan 2012 - Mar 2013
    • Irvine, CA

    Responsibilities included the development and institutionalization of world-wide marketing product launch procedures to support recent acquisitions and developments, along with management of a process to vet new ideas before the company invested in development and delivery. Also developed standardized processes, templates and tools for marketing business plan development, quarterly operations reporting and other marketing activities for the firm. Directed the launch of the company's first SaaS product based in The Cloud. Kofax is positioning to deliver unprecedented solutions in the area of smart process automation, and the coordination of training, support, marketing, and branding activities will be critical to the success of this effort.

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  CareFusion

  • Yorba Linda, California

  • Senior Marketing Manager | Product Launch | Branding | Research | Marketing Communications

    • Nov 2009 - Oct 2011
    • Yorba Linda, California

    Director of all marketing activities for wide range of consumable products used in the medical industry, primarily in respiratory therapy, with over $290M in annual revenue. Projects included re-branding of most lines, launching new products in the respiratory water and oxygen delivery areas, management of vendor relationships, sales training and overall P&L responsibility. Proposals for and validation of new product ideas include surveys, secondary research and customer interviews. Products covered include active and passive humidification products, resuscitation bags, nebulizers, MDI spacers, peak flow meters, cannulas, masks, and respiratory water. Duties included product launch, branding, market segmentation, portfolio planning, market research, channel management and marketing programs.

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  California State University, Fullerton

  • Guest Professor, Senior/Graduate Marketing | Product Launch | Branding | Marketing Communications

    • Jan 2008 - Aug 2009

    Taught case-based classes on marketing for small businesses and entrepreneurs and senior-level course on consumer behavior. Oversaw real-world cases involving local businesses with specific marketing issues to resolve in about 8 weeks, producing large analysis and recommendation documents for each client. Development of course content, lecture material and exams. Mentoring and grading of students. Topics taught included product launch, branding, market segmentation, portfolio planning, public relations, market research, channel management and marketing programs.

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  Masimo Corporation

  • VP Director of Marketing | Product Launch | Branding | Research | Marketing Communications

    • Nov 2004 - Nov 2005

    Responsible for all product management and marketing communications functions in the US for this leading-edge developer of non-invasive patient monitoring systems utilizing digital signal porcessing. Led the introduction of the world's first non-invasive device for measuring carbon monoxide in the blood, requiring the development of an entrely new business model to address the "emergency medical services" market. Hired several new people and drafted the organization's first fiscal year marketing expense budgets. Duties included product launch, branding, market segmentation, portfolio planning, public relations, market research, channel management and marketing programs.

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  Sonnet Technologies

  • VP Director of Marketing | Product Launch | Branding | Research | Marketing Communications

    • Jan 2000 - Jun 2004

    Led all aspects of product management, marketing communications and product planning. Negotiated and finalized numerous OEM agreements for the company, contributing over a third of profit and revenue in less than two years. Pioneered new business in iPod perhiperals. Launched the company's on-line store, which contributed significant increases in profitability. Duties included product launch, branding, market segmentation, public relations, portfolio planning, market research, channel management and marketing programs.

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  Mitsubishi Electronics, USA

  • Director, Branded Display Marketing | Product Launch | Branding | Marketing Communications

    • Oct 1996 - Jan 2000

    Responsible for all aspects of marketing for desktop, large screen, projection and special markets display products in the US market. Introduced Mitsubishi's first plasma and LCD displays and portable data/video projectors. Built world-class marketing team, expanding PR activities, enhancing website and creating a national channel incentive program. Duties included product launch, branding, market segmentation, portfolio planning, market research, channel management and marketing programs.

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  Epson America

  • Group Manager, Emerging Business | Product Launch | Branding | Research | Marketing Communications

    • Jul 1993 - Oct 1996

    Led marketing activities for scanners, projectors and Macintosh-related printers. Introduced several lines, including Epson's first branded projectors. Today Epson is the world leader in data/video projectors. Created new scanner solutions, negotiated software bundles and developed new marketing programs for all products. Developed channel plans and programs for new buisnesses.

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  Gold Disk, Inc.

  • Product Line Manager, Macintosh Products | Product Launch | Branding | Marketing Communications

    • Aug 1992 - Jul 1993

    Introduced ASTOUND!, the world's first presentation product that worked like PowerPoint or Persuasion, but with full animation and sound capabilities for virtually every element on every slide. Won numerous industry awards and competitive reviews. Conducted successful press events and national press tour, gaining major exposure before product shipped. Gave product demos for user groups, edited documentation and contributed major elements to user interface design. ASTOUND! had over 1000 units on backorder when it launched, and outshipped PowerPoint and Persuasion at its common resellers.

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  CMS Enhancements

  • Irvine, CA

  • Director of Apple Products | Product Launch | Branding | Segmentation | Research | Channel Programs

    • 1989 - 1992
    • Irvine, CA

    General Manager-level responsibility for all aspects of Apple storage products at a $1 billion high-tech company. Introduced dozens of new products, including the firm's first CD-ROM drives, tape drives, notebook computer drives and removable media back-up. Launched first user-installable RAID product for Macintosh. Managed marketing, engineering, tech support and purchasing with full P&L responsibilities.

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  Orange Micro, Inc

  • Anahiem, CA (no longer in operation)

  • Director of Marketing and Product Development

    • 1982 - 1989
    • Anahiem, CA (no longer in operation)

    Started as the first-ever marketing professional for this leader in Apple II and Macintosh peripherals and printing solution. Launched dozens of products, and conceived several of those, growing revenue from $4 million to over $12 million. Ran all marketing and product management activities for entire tenure, acquiring responsibilty for engineering over the last two years. HAD A BLAST! The industry was crazy then!