1. PROFILE
A highly motivated, results-oriented professional with a passion for business strategy and marketing.
Strengths include ecommerce marketing, strategic marketing and planning, financial assessments and
business development across a wide-array of product categories and industries. Effective in turning poor
performing operations into profitable centers.
EXPERIENCE
Aabalat Fine & Rare Wines | Petaluma, CA
2008 – Present | VP Marketing & Finance, Owner
Responsible for all digital marketing, business strategy and financial analysis activities, working with
two employees, professional consultants and vendors. Using bootstrap efforts, revenue quadrupled
and has held constant despite a wild ride of economic strains and market trends.
• Grew customer database (10x improvement) by enhancing email marketing campaigns (Constant Contact,
Mailchimp), expanding internet exposure to related sites, and running effective AdWords campaigns
• Utilized digital marketing analysis tools, such as Google Analytics, Webmaster Tools, Moz, Screaming Frog,
Keywardtool.io, and many others, to identify opportunities and track progress
• Built online “business personality” via social media sites to aid SEO strategy
• Identified highest ROI referral sites, including Google Shopping, driving 50% more referral traffic
• Optimized search engine placement (SEO) according to evolving trends to double (and then maintain)
monthly organic visitors by focusing on content and technical website features
• Supervised and maintained 2 major website launches, including a Drupal CMS in 2014
• Met operating plans for past eight years by cutting expenses, raising pricing where appropriate and
expanding inventory and marketing efforts, nearly doubling the operating margin of the previous owner
• Acquired firm through bank funding after initiating a LLC and authoring a business plan, including monthly
and annual projections, market research, sales strategy and operations planning
Lee Davis Consulting | Petaluma, CA
2009 – 2011 | Consultant, Co-Owner
Responsible for generating sales leads, pitching project scope/price and executing project. Focused
on business tactics and strategy, including business plans for small-sized (<$50M) local companies.
Autodesk | San Rafael, CA
2008 – 2009 | Mergers & Acquisitions Integration Manager
Responsible for all aspects of acquisition integration from company identification phase to integration
completion by managing both Autodesk and target firm team members.
Honeywell International | Torrance, CA
2005 – 2008 | Strategy & Business Development Manager
2004 – 2005 | Marketing Analyst
2002 – 2004 | Buyer, New Product Introductions
2000 – 2002 | Product Engineer
Responsibilities grew and morphed as I achieved professional growth, eventually acting as an internal
consultant to the CMO to identify strategic and tactical plans to improve underperforming businesses.
EDUCATION
University of California, Los Angeles, Anderson School of Business
2006 | Master of Business Administration
California Polytechnic State University, San Luis Obispo
2000 | Bachelor of Science in Mechanical Engineering
KAREN
ORLANDI
ONLINE BUSINESS SPECIALIST
EXPERTISE
DIGITAL MARKETING
CONTENT MARKETING
BUSINESS STRATEGY
TECH SKILLS
DRUPAL CMS
HTML
CSS
SEO TOOLS
PHOTOSHOP
MS OFFICE
QUICKBOOKS
CONTACT
1360 INDUSTRIAL AVE. A4
PETALUMA, CA 94952
(415) 686-7144
K_ORLANDI@HOTMAIL.COM