Ricardo Fernandez

Product Marketing Manager @Logisnext Americas Inc.

Houston, TX, US

Led, planned, assessed, directed, and executed internal/external marketing efforts for electric forklift products across multiple brands sold worldwide. • Led the launch of new product introductions as well as updates to existing products via effective cross-functional implementation • Served as product line expert to assist and provide training to our regional sales managers, warehouse product consultants, and national accounts sales teams, as well as external (dealer) sales teams • Developed product specific sales enablement tools to help quantify the advantages of our products over the competition, such as total cost of ownership calculators, maintenance service interval calculators, calculators that display return on investments from switching from internal combustion forklifts to electric forklifts, digital mobile sales apps, and more • Developed strategic portfolio messaging and product positioning framework in alignment with corporate K.P.I.’s to build brand awareness and differentiate our product in the market • Continuously studied market trends, customer profiles, buyer personas and target audiences to build impactful B2B and B2C marketing collateral that effectively articulates our products’ features and benefits that will help address operational pain points • Collaborated directly with sales by periodically visiting dealers and customers (voice of the customer) to better understand the market perception of our product, our strengths-and-weaknesses, and then communicate that information back to product design, product development, and engineering

Michigan State University

Bachelor of Arts (B.A.), Advertising

Michigan State University

Bachelor of Arts (B.A.), Marketing & Supply Chain Management