Question

Topic: Career/Training

Reaching Target Audience With Resume Effectively

Posted by Anonymous on 7/27/2008 at 7:23 PM ET 250 Points
I am a seasoned sales professional (5 years experience) in the service industry who would like to break into product marketing/brand management. Therefore, I am currently translating my sales and marketing resume to "speak" to the product marketing/brand management audience of human resources and recruiters whose attention I need to obtain.

My goal is to target Account Executive positions in my hometown (NYC)...start off there for a year or two and then apply for Marketing Executive/Brand Management positions.

However, I am hitting a road block with the very definition of Account Executive! I am seeing it used interchangeably with Account Manager, Sales Executive, and Business Development Executive. My research has shown the definition of Account Executive to be defined differently by the company you work for. The two definitions of the job are either relationship management or prospecting new business...sometimes both...once again depending upon the company.

With the variances in the Account Executive definition I am concerned with how to focus my resume appropriately to reach the correct audience. I am looking for a role that is relationship management orientated (Even though I am great at cold-calling, it twists my stomach into knots still after years of "performing"). Creating sales from existing accounts is no problem for me. But, the lack of a clear cut definition of the role is a little disconcerting.

Should I direct the "voice" of my resume to a candidate searching for "relationship management” positions ONLY considering my preferences or should I create a "voice" that is of a candidate open to both prospecting and relationship management. I don't want to eliminate any opportunities... I do want to meet with as many hiring managers as possible. But, I want to present what I can offer and my goals accurately.

The sectors that I am looking to break into are cosmetic and beauty products, pharmaceuticals, vitamins, etc. I have a scientific degree, economics minors and a graphic art background to offer in addition to extensive sales (service orientated) experiences that I am translating to appeal to Brand Management companies and agencies.

Any advice and insight you can provide would be appreciated... Thank you for your time and thoughts in advance!
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RESPONSES

  • Posted on 7/27/2008 at 7:44 PM Accepted
    I think there may be a flaw in your strategy.

    You say, "... I do want to meet with as many hiring managers as possible ..." but that shouldn't be your objective. You should want to meet with just one hiring manager who has a serious problem that you're in a position to solve.

    Your strategy should be to do the necessary up-front research to identify that manager/company and present yourself to them as the best possible solution to their biggest problem. Talking to "as many hiring managers as possible" is an incredible waste of time -- theirs and yours.

    Find the companies that define the job the way you want it defined, identify the most important need they have, and -- if you can address that need -- then that's the place to focus your efforts. Rifle, not shotgun.

    BTW, this approach is at the core of the book The Potato Chip Difference. The sub-title is "How to apply leading edge marketing strategies to landing the job you want." If you haven't read the book yet, you probably should. It's available at Amazon.com, through Barnes & Noble, Borders and other traditional resellers, and online at the website linked above.

    Good luck. Hope you find what you want.
  • Posted by Frank Hurtte on 7/27/2008 at 8:00 PM Accepted
    My advice is to forget about the resume and start networking. Resumes are only used to exclude people rather than to hire them.

    Further, if you hate prospecting, I would work to minimize that aspect of your future job. There are plenty of companies who want someone who will expand their position at existing customers. Why put yourself into a role that twists your stomach. Especially when your mid-range goal is to HIRE people who get their kicks knocking down doors.
  • Posted by Peter (henna gaijin) on 7/27/2008 at 9:40 PM Accepted
    I agree with Marcus - find the position you want and then tailor the resume to what that position calls for. With the advent of word processing, gone are the days of making a resume and then professionally printing hundreds of copies. Now, you can make a resume that focuses specifically on what the hiring manager cares about.

    So the challenge is to find open positions of interest to you, and details on who the hiring manager is and what they want from the new hire in this position. The position could be posted (like Craigslist) or one you uncover on your own through networking. Those posted are somewhat easier to target a resume for, as you can see their bullet list of what they are looking for - but harder to actually land, as you are one of hundreds applying. Networking can often get you in the door on positions that are not advertised yet, so you often have little competition. But often these positions don't have job descriptions written up, so you have to get the info by talking to people (bonus - sometimes you can get the hiring manager to write the description based around your skill set, making it that much easier to land the job).

    But, you will need a resume, so I don't fully agree with Frank (though he is right that the resume probably shouldn't be the focus right now).

    Two additional comments:
    1) Yes, you are right that account management has different meanings for different people. But also be aware that product marketing/marketing executive also has different meanings for different people.

    2) I would downplay future goals of leaving the account exec position and moving into marketing. The account exec hiring manager may not want to hear that they will be hiring someone else in a few year's time to replace you, unless the position is meant to be a stepping stone/entry position..
  • Posted on 7/28/2008 at 8:41 AM Accepted
    I'd like to build on the comments in place with a recommendation for your long-term goals. Excellence in account management requires an understanding of your clients' problems and goals and helping them through your products and solutions. Excellence in product management requires (in part) an understanding of your larger market (prospects and customers), your competition, your firm's strengths/weaknesses, and your firm's mission (who you are and what you do).

    I've seen account managers and consultants really struggle to make the transition from customer focus to market focus. Look for opportunities in your next role to participate in sales advisory boards working with product management. Get up to speed on what's going on in your industry.

    Good luck.
  • Posted by Jay Hamilton-Roth on 7/28/2008 at 10:19 AM Accepted
    Instead of trying to find the perfect keywords, market yourself by showing/telling what you've done in the past that can help a prospective employer. Were you personally responsible for getting $4M in new orders for your past employer? Did you create a new product category or identify a new niche that gave your employer a huge advantage? Were you salesperson of the year for 3 years straight?

    Then as Michael indicates, find the match between what you've done (can do) and what an employer is looking for. Before you even send a resume, do informational interviews (and read their marketing) to learn a lot about the company. If done right, your resume won't be just another one in the pile - you'll be positioned as the right person for the right job with the interviewer (referred by an insider).
  • Posted by Levon on 7/28/2008 at 11:05 AM Accepted
    I come from the school of thought of "powder the landscape" with your resume. A mass marketing approach will expose you to a wider spectrum of opportunity. The more people and businesses you meet the more and more you will be able to define what it is you want and even have the chance to play opportunities off of one another. The same applies to dating.
  • Posted by khullarsfromc on 8/4/2008 at 3:08 PM Accepted
    Some advice from somebody who has been there is still there and intends to get to his goal, no matter what. I am in a similar situation. Lots of successful sales experience and wanting to break into brand management in CPG environment.
    1)GET AN MBA FROM A TOP NOTCH SCHOOL--I have talked to various people in alumni association who are in brand management and most if not all of them have MBAs from top tier school. I have a MBA, but not from a top tier school and there are few people who want to be in brand management as passionately as I do. But I have found without a MBA from a top tier school, almost impossible.
    2) Second route that may work is to get a sales job in the company you want to work in brand management and then let them pay for your MBA.CPG sales experience would be very beneficial if you want to work in CPG.
    3) It’s less about title, more about what you do. For example-If you work as a Sales Rep. for Nielsen or somebody who sells data to target companies, that may also help. You develop contacts in the industry you want to work in and you get to know the issues they face and when you interview, you will have a head start.
    4) Read voraciously about the industry/companies you want to work for. Brand Marketing, Advertising Age magazines etc.
    5) You can also go your local library and access various databases like Infotrac and they pull articles from lot of magazines.
    6) When you are ready, don’t talk to HR, unless and until you have perfect resume for the position as HR is looking to screen people out.
    7) The company I have been targeting for the last 4 years, I have gotten the names of CEO, Chairman and various Marketing Executives. I have called them, emailed them, sent PPTs of new marketing ideas, new product ideas and I don't intend to stop till I get what I want. I have told them I am willing to do and work in whatever dept. to get to Brand Management as all roads lead to brand management. Pour your passion into it.
    8) Finally and most important-don't let the bastards get you down.
    9) Any takers-would love to offer ideas in brand manage
  • Posted by Mikee on 8/7/2008 at 9:49 AM Accepted
    In this day and age there is no reason to not make a custom resume for each potential job. You will need to do you research about the perspective employer and job position. Serving your resume up to the particular job is much more likely to get your resume a second look.

    Companies have their own unique culture and may change the voice with which you present your resume. Google is very whimisical and as such would dicatate a more whimisical resume. Where IBM is a little bit more Old Guard and would dictate a more formal resume.

    Hope this Helps,
    Mike
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