Tracey Reynolds
Burnsville
Summary
Marketing professional with reputation for consistently delivering impactful marketing strategies and campaigns. Recognized for collaborative approach and achieving results through effective teamwork and adaptability. Skilled in digital marketing, brand management, and strategic planning with focus on meeting organizational goals.
Overview
33
33
years of professional experience
Work History
Equipment Marketing Manager
Midwest Veterinary Supply
10.2019 - 08.2025
- Managed working relationships with multiple vendor partners to increase visibility and sales revenue for product lines through developing, creating, and communicating promotional material, product launches, customized programs, exclusives, and sales incentives. Managed the marketing budgets for multiple vendors. Identify, develop, implement, and communicate new programs to accomplish sales goals and rebate objectives.
- Created and utilized the strategic plan, marketing plan, and the vendor’s initiatives to develop and manage exclusive programs involving our Midwest Business Solutions brands and co-branding with our vendor partners. This included communicating and aligning efforts with Sales to ensure MVS achieves all corporate rebate goals for the business unit. Develop and oversee social media content, web content, and advertising for the business unit, and assist in directing the subject matter experts to achieve all sales objectives.
- Managed the creative processes related to developing unique and exclusive opportunities to increase our company’s visibility further at regional and national levels. Manage existing marketing materials, including but not limited to weekly and monthly communication publications and summary of promotions. Create and manage the development of new materials in print and electronic format, including promotional materials, brochures, multi-page publications, and custom projects. Create new or evaluate and update existing modules in Brainshark or other assigned training platforms utilized by MVS and our vendor partners.
- Conducted meetings with vendor partners at the corporate office or off-site; be present and discuss important matters relating to business unit goals and marketing plans in all requested meetings, conference calls, and training opportunities. Continue personal growth and development within the industry to follow trends, new products, and new vendors by attending conferences and trade shows.
- Associations: Minnesota Interactive Marketing Association 2025 - Present
- American Marketing Association 2006 - 2019
Customer Acquisition Manager w/Supervisory Role
Wedgewood Pharmacy
08.2013 - 01.2016
- Drove qualified lead generation efforts to meet and exceed sales goals through the development and coordination of direct marketing campaigns. Performed customer acquisition activities and interacted closely with sales, marketing and product management to ensure support and alignment with company growth goals.
- Designed effective direct response marketing programs and processes to acquire customers in order to support revenue goals at targeted CPA (cost per acquisition) levels.
- Used data analysis, customer segmentation and audience mapping to develop and improve customer acquisition programs.
- Managed campaign strategies, templates, media channels, content, list creation, creative, target audience and development of offers.
- Directed execution efforts with outside vendors, media channels and agencies.
- Communicated plans with distribution partners and pharmacy.
- Managed campaigns on a day-to-day basis, including campaign analyses, and production of detailed reports on campaign performance, conversion rates, CPA and ROI developing a culture of test and roll direct marketing practices.
- Worked closely with sales and marketing team to develop customer acquisition programs in concert with tradeshow activities.
- Partnered with sales and marketing team on the acquisition of key customer accounts integrating universal lead definition for a sales-ready handoff.
- Partnered with Director of Business Development to support customer acquisition in niche markets and leveraging distribution partners.
- Developed programs rapidly to respond to market changes and opportunities at the direction of management.
- Coordinated customer acquisition initiatives in compliance with NJ Board of Pharmacy regulations, Wedgewood Pharmacy policies and procedures, and brands.
- Maintained Wedgewood Pharmacy’s 3 websites (WedgewoodPharmacy.com, WedgewoodPetRx.com and WedgewoodRx.com) for optimum Search Engine Optimization.
- Supervised Marketing Coordinator and Sales Assistant
- Awards: Bravo Commitment to Excellence Award August 2015 and April 2013
- Associations: American Management Association 2007 – 2010
- Direct Marketing Association 2012 - 2016
- National Association of Professional Women 2007 - 2011
Small Animal & Equine Marketing Manager
Neogen Corporation
07.2007 - 03.2011
- Planned, organized and controlled projects for all Neogen Animal Safety products and services from conceptual stage through product life cycles to optimize market penetration and profit. Supervised subordinate personnel including: Product Managers, Graphic Designers, Marketing Coordinator and Intern
- “Championed” overall product strategy, research and development, packaging and manufacturing needs for new and emerging products.
- Developed and implemented a new product line design for the veterinary product line called, “NeogenVet”.
- Identified market potential and marketing strategy, established pricing and unit forecasts, coordinated distribution issues and managed product through maturity and phase-out.
- Defined advertising and promotional efforts and activities and coordinated development of associated sales literature and technical materials.
- Prepared and conducted training on product lines to sales personnel and distribution sales personnel.
- Collaborated with wide variety of functional areas such as sales, communications, manufacturing and/or outside vendors to develop and refine a product responsive to customer needs and market opportunities.
- Prepared ongoing product development objectives and reviewed progress continually through all phases of the products life cycle to ensure maximum profit.
- Maintained communications and industry contacts to collect and analyze technical, financial, marketing and sales information for assigned product lines.
- Conducted pre-contract liaisons with suppliers and participated in contract negotiation activities.
- Planned, coordinated and assisted sales in executing the marketing plan for assigned products and/or services in a post-development environment by performing the following duties.
- Identified, attended and analyzed industry trade shows and related meetings to: (1) promote Neogen products and services; (2) increase market and competitive knowledge; (3) identify new products or product lines for acquisition, development, distribution or OEM.
- Established marketing goals to achieve desired market share and profitability for assigned products and/or services in relation to budget and market trends.
- Monitored and analyzed financial, technological and demographic factors in the marketplace so that opportunities may be capitalized on the effects of competitive activity minimized.
- Budgeted and oversaw advertising and promotional activities including print, electronic and direct mail. Worked with the Communications Department in design, layout and production of necessary materials.
- Evaluated reactions to advertising, promotions, programs, packaging and formulation through marketing surveys when appropriate, to ensure timely adjustment of marketing strategy.
- Developed, recommended and coordinated pricing strategies to satisfy the short-term needs of each group within the sales organization: Veterinary, Ethical Distribution, OTC Distribution and International sales.
- Participated in sales activities with all sales groups.
- Prepared a monthly Marketing Activities Report.
- Awards: President’s Club June 2010
- Key Performer of the Month July 2004
Media & Design Manager
W.A. Butler Company (Covetrus)
02.1993 - 04.2004
- Designed, produced and distributed quality marketing and advertising publications related to the Company’s product offerings. Ensured that daily work activities were compatible with and make full use of the Company’s technology-driven tools (such as IQ Visions, AccessButler.Com, etc) and supported the Company’s marketing programs (such as PharmLink, Focus Vendor Program, VIP etc) and business plan objectives.
- Ensured all Company media were consistently produced in a timely manner and within budgetary guidelines.
- Interacted with Butler personnel to obtain current and accurate information for incorporation in all Company media.
- Worked in conjunction with manufacturers to promote participation in The Butler Company media through specials, promotions, and new product announcements; ensured quality display of these articles in a manner which meets both Butler’s and the manufacturer’s expectations.
- Solicited advertising funds from manufacturers for “special usage” of Butler media, such as inserts and tear outs.
- Recommended and implemented content and design enhancements of all Company media so publications may be used as valuable sales and informational tools and as a medium for the exchange of dialogue and ideas with our customers, manufacturers, and sales force, as well as increasing the “information and entertainment” value of Company media to encourage readership.
- Performed final editing functions and maintained positive working relationships with outside graphic and printing firms to ensure publications were produced timely and in an acceptable manner.
- Negotiated pricing fees with vendors, ensuring the Company received the best price and the highest quality product possible.
- Designed and produced additional Company media, including but not limited to: biological worksheets, ads for veterinary school yearbooks, ads for meetings and shows which Butler supports, special projects, etc.
- Added and updated ISOs and all printable documents for use by vendors, TMs, and customers; publishes information on Butlernet and AccessButler.Com as required.
- Coordinated distribution of adequate supplies of Company media for exhibits and shows in which Butler maintains a presence.
- Maintained mailing database, updated manufacturer files, and supplies associated with the production and distribution of Company media.
- Contributed to the planning process, drafts documents, and assists with rolling out marketing and sales programs as necessary.
- Participated in the budgeting process as it relates to Media & Design expenditures.
- Followed all standard operating procedures as they apply to data entry, free goods, specials, new products, etc.
- Awards: Employee of the 4th Quarter 1996
Education
Associate in Specialized Technology Degree - Illustration, Applied Graphics
The Art Institute of Pittsburgh
Pittsburgh, PA12.1992
Skills
- Staff management
- Brand promotion
- Creative direction
- Marketing campaigns
- Marketing campaign development
- Brand development
Timeline
Equipment Marketing Manager
Midwest Veterinary Supply
10.2019 - 08.2025
Customer Acquisition Manager w/Supervisory Role
Wedgewood Pharmacy
08.2013 - 01.2016
Small Animal & Equine Marketing Manager
Neogen Corporation
07.2007 - 03.2011
Media & Design Manager
W.A. Butler Company (Covetrus)
02.1993 - 04.2004
Associate in Specialized Technology Degree - Illustration, Applied Graphics
The Art Institute of Pittsburgh
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