Williamcravens.com

About Me:

Recent MBA graduate with extensive international experience seeking a project management or marketing position at a technology company.

From taking on challenging internships and consulting roles while obtaining my MBA, to launching several successful startups and managing a multimillion dollar coffee company, I have the experience to make a significant profitable impact, immediately.

Education:

MBA, Marketing

ESADE Business School

Barcelona, Spain (2012-2014)

MBA, Exchange

Chinese University of Hong Kong

Hong Kong (2013)

BA, Business Administration

Flagler College

St. Augustine, Florida (2002-2006)

Certifications:

Professional Experience:

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Nuova Simonelli

MBA Intern (Italy)                                                                                                             (Summer 2013)

Reported to the Director of Sales & Marketing. Internship focused on marketing and product positioning with the top global espresso machine manufacturer (clients include Starbucks, Google, McDonalds).

  • Problems to be addressed: (1) Despite industry-leading technology, an extensive customer base, and being the preferred brand of global standards bodies, Nuova Simonelli’s luxury sales continued to fall. (2) Outdated customer segmentation resulted in ineffective sales and marketing efforts.
  • Outcomes:
    • Based on this project, Nuova Simonelli distinguished their offerings into 3 main lines, each targeted at a different customer segment (luxury, industry, mass market).
    • Built a market database that included major North American prospective customers each aligned to one of Nuovo Simonelli’s 3 product lines and target customer bases.
    • Nuova Simonelli received Databank’s “Company to Watch 2013” award, recognizing increased sales/exports goals aligned with this strategy.

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Somrie International

MBA Intern (Spain)                                                                                                               (Spring 2013)

Reported directly to the CEO. Somrie offers real estate services – including personal shopping and rental management – in Spain & LATAM, with planned launches in London and Shanghai.

  • Problems to be addressed: (1) Somrie’s internationalization strategy was not differentiated for divergent markets; (2) Somrie’s website and marketing material was generic yet overcrowded (50% of survey respondents couldn’t determine Somrie’s business model).
  • Outcomes:
    • Evaluated Somrie’s internationalization goals against current tactics and proposed differentiated strategies for vastly different markets (including Lebanon, Shanghai, London, Brazil).
      • Designed detailed launch campaigns, including custom landing pages, email campaigns, and other collateral targeted to each unique culture and demographic.
      • Identified and pitched a market opportunity for Somrie to support international expansion goals: Act as a platform connecting landlords to international MBA students; then leverage graduate relationships in home countries to build international brand.
    • Conducted a comprehensive review of Somrie’s website, evaluated business objectives against visitor perceptions. Proposed an in-depth revision and flow that differentiated consumer and B2B offerings, clarified value propositions for each, and invited visitors down a clearly-delineated conversion path.
      • Built website redesign wireframes (and a live video) that separated consumer and B2B business lines, highlighted benefits of each offering, and guided the user to a specific call-to-action.

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Hubbard & Cravens Coffee Co.

Reported directly to the CEO. H&C imports and supplies coffee to restaurants around the world; $15M annual sales and 100+ employees.

Director of Production & Operations                                                                               (2008-2012)

  • Promoted from Project Manager to Director after 2 years. Responsible for end-to-end production operations. Managed a staff of 8. Acted as partner/advisor to marketing and retail divisions.
  • Implemented cross-training program that increased production output by 40% with 20% less staff
  • Found ad hoc solutions to crises, such as when our largest supplier’s business burned down. Result: product slowed, but never stopped. Implemented longer term solutions (e.g., compliance review, backup suppliers, inventory consolidation) to decrease risk exposure.

Project Manager                                                                                                                    (2006-2008)

  • Created a Quality Control function for imported coffee to ensure consistency across suppliers and batches. Implemented qualitative and quantitative measurements at key inventory delivery checkpoints.
  • Negotiated 15+ contracts with international suppliers based on quality, capacity, and consistency. Partnered with producers/suppliers to improve their output quality.
  • Built a formula to optimize qualities experts prize (e.g., acidity) but consumers love (e.g., boldness)
  • For a fun story, ask me about onion-flavored coffee.

Years of Expertise:

Project Management
6
Strategic Execution
4
Product Development
3
Market Segmentation
3
Adobe Photoshop
3
SEO & Social Media
4
Team Development
5
Budget Management
4

Let’s Connect:

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