Natalee Roan

Current

Publisher at VJournal

Past

Chief Marketing Officer at Earth Class Mail
Chief Marketing Officer at Entellium
Consultant at Black Ink

Vice President, Sales Operations at Sprint
Sr. Director of Marketing at Nextel
Pricing Analyst at GTE Mobilnet (Now Verizon Wireless)
Financial Consultant at Coopers & Lybrand
Asset Manager at Equitec Financial Group
Instructor/Lecturer at University of California, Berkeley

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Education

University of California, Berkeley
City University of New York-Baruch College

Recommended

22 people have recommended Natalee

Connections

204 connections

Industry

Marketing and Advertising

Websites

Natalee Roan’s Summary

After being a successful chief-level executive for several companies ranging from Fortune 500 to start-ups, Natalee is now mentoring others in entrepreneurship, leadership, career management, and "finding your inner startup" (for large companies that want to re-establish a startup culture). She has consulted with companies of every size, from New York City to rural Alaska, and executives of every level, from new managers to CEOs.

Natalee has been a key executive for companies in the real estate, financial services, telecommunications, hi-tech, green-tech, retail, and publishing industries with direct responsibility for sales, marketing, customer service, operations, and finance. She has raised millions in venture financing, and and has been a key executive in several start-ups that became multi-billion dollar brands, such as Nextel and Sprint’s wireless division.

Her leadership style won high praise when she participated in the 8-episode documentary series "Start-up Junkies" which has since become required viewing for several University programs on entrepreneurship. (Episodes are available on iTunes and Hulu.com.)

In addition, Natalee is the face of the popular blog Vjournal.com, which is dedicated to mentoring women in leadership, career management and money management as well as making healthier choices for their bodies, families, and the earth. She is an outspoken critic of companies that put short-term profits ahead of treating their customers and employees with the respect that garners long-term loyalty - which ultimately yields healthier businesses and a better society overall.

Natalee Roan’s Specialties:

Coaching/mentoring; leadership development, entrepreneurship, chief of staff, generational and gender issues in the workplace, expert witness. Also marketing; pricing; go-to-market strategy; competitive positioning; social media planning; Net Promoter Score; SaaS hosted solutions; wireless; real estate; business-to-business; consumer; retail; for Fortune 500, start-ups

Natalee Roan’s Experience

Publisher

VJournal

(Publishing industry)

June 2008 — Present (1 year 2 months)

Vjournal (www.vjournal.com) is an online news resource dedicated to helping women become effective, confident, healthy, wealthy business leaders and bosses. With thousands of subscribers in 19 countries, our goal is to create a safe place for women to learn from and contribute to the success of other female executives.
Chief Marketing Officer

Earth Class Mail

(Privately Held; Computer Software industry)

March 2007 — December 2007 (10 months)

Earth Class Mail is the first company to bring postal mail online so it can be read and managed from anywhere in the world. Customers include expats, frequent travelers, students, RVers, snowbirds and Fortune 500 companies with employees in far-flung locations. The company is also working with national posts to reduce physical mail delivery to protect the environment from the thousands of gallons of fuel used to transport mail from sender to receiver.

As Chief Marketing Officer, responsible for creating the brand from scratch as well as managing the entire customer lifecycle from lead generation through to sale and customer loyalty.

Also secured & managed our participation in the 8-episode hit TV docuseries "Startup Junkies", an exciting and unique marketing opportunity that helped launch the company into the national spotlight.

Left Earth Class Mail due to car accident in 2007.
Chief Marketing Officer

Entellium

(Privately Held; Computer Software industry)

January 2006 — January 2007 (1 year 1 month)

Purchased by Intuit (maker of QuickBooks and TurboTax) in 2008. Entellium developed on-demand CRM software that helps front-line sales reps and managers streamline their workloads.

Brought Entellium from launch to 4th largest CRM brand in the US competing head to head with Salesforce.com and Microsoft. Company later sold to Intuit, the maker of QuickBooks and TurboTax. Highlights include:

*Created the new Rave brand, including an entirely new positioning by bringing video game developers into a business software company for the first time to create a truly user-friendly interface;

*Reduced total cost of customer acquisition by 40% while attaining Google's best performing business software sales conversion rates - 18% vs industry average of 6%.

*Managed relationships with press and analysts. Personally recognized as industry thought-leader and have been published in several industry journals.
Consultant

Black Ink

(Management Consulting industry)

February 2000 — January 2006 (6 years)

"CXO for Rent" consulting firm focused on Sales, Marketing and Operational effectiveness. Developed detailed audit which deep dives into a company's top line revenue production, from sales training, lead generation, compensation plans, brand, public relations all the way through business strategy and core model. Clients included:

*Sprint PCS affiliate; Orchestrated the marketing launch which led to the sale of this affiliate to a much larger one only 18 months later.

*Telecommunications company owned by the Electric Company in Fairbanks, Alaska - Grew revenues from $196,000 to $2 million in 9 just months;

*Mobile platform company UI Evolution: Re-invented the company's positioning, marketing, and sales strategy which lead to the creation of partnerships with ESPN, Disney and other brand holders, significantly increasing company value. Company went from "running out of runway" to selling less than a year later for $53 million;

*CRM start-up Entellium: Brought Entellium from also-ran to the 4th largest CRM company competing head-to-head with Microsoft and Salesforce.com. Took full-time Chief Marketing Officer position above.
Vice President, Sales Operations

Sprint

(Public Company; 10,001 or more employees; S; Telecommunications industry)

1997 — 2000 (3 years)

Worked for Sprint's wireless division from launch with zero revenues to over $5 billion in revenues about 4 years later. Sprint had among the industry's highest new subscriber growth for 8 consecutive quarters.

*Responsible for sales operations for 13,000 points of distribution with 35,000 sales reps comprised of retail stores, 3rd party partners, and B2B sales staff;

*Developed scalable systems to reduce time to market for new promotions from 3 months to only 6 days, shocking competitors - Our first quarter with this new system caused Sprint to lead the industry in new subscribers by 127% versus AT&T;

*Responsible for developing $1 billion customer acquisition budget by managing sales channel alignment so that overall acquisition targets could be met;

*Built corporate Marketing plan and $500 million marketing budget including strategic targets, promotions and company positioning for 2000 consumer business plan.
Sr. Director of Marketing

Nextel

(Public Company; NXTL; Telecommunications industry)

1994 — 1997 (3 years)

3rd person into Nextel's corporate marketing group at start-up when product was literally on the drawing board and held a variety of responsibilities in corporate strategy, marketing & bus. dev.

*Requisite author of Nextel’s 1995 & 1996 Marketing Plans which were distributed to board members and potential large investors including Craig McCaw prior to his investment.

*Responsible for launch strategies including target market, pricing and competitive analysis, and partnership strategy. Helped land Nextel’s first corporate account, Xerox.

*In field position, responsible for all marketing activities related to the launch and ongoing management in 4th largest wireless market in the US: pricing/promotions, sales tool development, advertising, collateral development, direct mail programs, sales training, product mgt, media buys, customer application development, public relations, and competitive analysis.
Pricing Analyst

GTE Mobilnet (Now Verizon Wireless)

(Public Company; 10,001 or more employees; vz; Telecommunications industry)

January 1991 — January 1994 (3 years 1 month)

Now part of Verizon Wireless, GTE Mobilnet was one of the first carriers in the United States to build and market cellular service when the technology was in its infancy.

Managed pricing & competitive analysis for the West Region as well as tariff filing process for the State of California Public Utilities Commission (CPUC). My expertise with CPUC provided GTE Mobilnet with creative pricing plans that normally would have fallen outside of State regulations. During a 5-month absence of a Regulatory Manager, represented GTE Mobilnet at the California Public Utilities Commission in several industry investigations.
Financial Consultant

Coopers & Lybrand

(Privately Held; 1001-5000 employees; Management Consulting industry)

1989 — 1991 (2 years)

As a consultant in what was then one of the “big six” accounting firms, conducted the research and analysis for several high profile engagements:

*Responsible for determining extent and cost of several Savings & Loan failures to the Federal Government during the infamous 1980's S&L crisis;

*Designed computer program which models revenues and expenditures of municipalities to determine how various land-development alternatives impact their bottom lines, including all forms of taxes – sales tax, occupancy tax, payroll tax, property tax, cigarette tax, gasoline tax, etc.
Asset Manager

Equitec Financial Group

(Privately Held; 201-500 employees; Real Estate industry)

1988 — 1989 (1 year)

Recruited by senior management to recommend new strategies for handling an ailing national commercial real estate portfolio after changes in 1986 tax code severely impacted profitability of real estate limited partnerships. Developed strategic plan which demonstrated that the best strategy for Equitec would be to liquidate much of this portfolio and in the process save itself and its investors over $20 million in negative cash flows and property value depreciation in failing markets.
Instructor/Lecturer

University of California, Berkeley

(Educational Institution; 501-1000 employees; Education Management industry)

August 1985 — June 1989 (3 years 11 months)

As an instructor at U.C. Berkeley and the youngest faculty member in the department, designed, organized and taught classes ranging from 25 to 300 students. Lecture topics included statistics, business management, leadership, and organization design.