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Eugenia (Gina) Copeland


Professional Experience


SVP, Business Unit Leader

Haier America Appliances
  • Improved business unit profitability by 25% with a competitive category market introduction, branding and marketing strategy that increased brand awareness from <1% to >25% and exceeding the targeted ASP by 15% and contribution margin by 35%.
  •  Lead negotiations with major mass merchants to reduce negative impact of unprofitable customers on company performance yielding an 89% reduction in forecasted inventory position (from $17.96M to $2.17M) and 82% improvement in profitability in retail line of business. 
  •  Within 10 months, created and implemented sales, customer and marketing strategies that aggressively grew wholesale distribution business with a 3X expansion in customer base contributing to 120 new outlets and geographical expansion of 75% to include all of North America.
  •  Collaborated with Haier factories in China to support product roadmap that solidified competitive positioning by exceeding competitor’s product offerings on 90% of new product lineup and converting 75% of new customers from competitors.

Sr. Director, Strategy and Planning

Mitsubishi Electric and Electronics
  • Leveraged cross-functional leadership and multiple industry experience to create and execute game-changing growth strategies that realized 100% increase in revenue every 2-3 years.
  • Grew brand awareness and preference from <1% to 15% at the consumer level and from <10% to 50% at the channel level by maximizing business analytics to formulate winning sales and marketing strategies.
  • Created accelerated market development/expansion plans and new product introductions yielding a 35-44%+ market share position within residential and commercial lines of business up from 25-30%.
  •  Provided program management leadership in several major performance and operations efficiency implementations to accelerate competitive positioning resulting in 75%-125% profitability improvements.  
  • Collaborate with customers on their growth and operations plans to double business in 1- 2 years.

Director of Strategic Development

Office Depot
  • Developed strategy to partner with small business enterprises to deliver unique value proposition to market. Within 1st year, partnerships accounted for $55MM in inorganic growth.
  •  Program managed implementation of marketing programs and sales strategies to assist +1400 sales organization in business development and account growth initiatives exceeding company revenue and account acquisition goals.
  •  Developed and launched B2B vertical market customer growth strategies (Government, Education, Healthcare) leveraging market segmentation research contributing to over $650MM annually in incremental revenue.
  • Program managed initiatives with customers to support growth and capacity plans, and P&L resulting in their economic development. Customers experienced up to +200% increase in revenues within their 1st year.

Senior Manager, Program Development

Office Depot
  • Conceptualized and implemented B2B gift card marketing program. Program generated $4.8Mil in revenues within 18 months of program introduction through competitive pricing model and market awareness campaign.
  • Delivered customer sales presentations and RFP responses resulting in multiple customers wins contributing to $47MM in projected annualized revenue.

Principal Strategy Consultant

  • Specialized in strategic and operational performance improvement solutions with industry expertise in consumer products and automotive. Managed firm and client resources in project teams of up to 18 members and project budgets up to $7MM.  
  • Provided business development direction to support e-Business strategy. Defined partner selection criteria, business processes and performance metrics to yield +20% revenue increase.
  • Led the strategic planning process for consumer products clients to rational growth opportunities and corporate long-range plan for market positioning.
  • Developed business case for consumer products client cost reduction initiatives. Led the industry analysis and best practices activities including ROI and NPV analysis. Business case resulted in a $2.8MM implementation and a $27MM 5 year realization.
  • Led the business assessment necessary to determine business growth opportunities through collaboration for a consumer products manufacturer by outlining specific performance measures, customer service level targets, and promotion planning goals with retail partners. Assessment resulted in $4.3MM business re-engineering contract.

Senior Consultant

  • Project management lead in the re-design of a material management processes as part of a synchronous management initiative. Processes re-designed included Performance Measurement, Procurement, Demand planning and Manufacturing. Efforts contributed to a 25% reduction in production cycle time and realign of performance metrics.
  • Project management lead defining demand generation and sales forecasting processes including organizational roles and responsibilities, measurement and reporting procedures to support the integration of Client’s Sales, Marketing and Production business units.
  • Defined and implemented organizational effectiveness best practices policies and procedures that facilitated the realization of process re-engineering benefits.

Process Leadership Manager / New Product Development Consultant

Ford Motor Company
  • Managed a geographical dispersed team to form strategic alliances that delivered financial and technical resources to test concepts currently used in the production of electric vehicle.

  •   Developed process improvement strategies that optimized the supply chain including: ERP, MRP, order management, inventory management and production schedules processes for all assembly plants.

  •   Created processes to leverage competitive intelligence. market trends and customer needs to help optimize product development process.



University of Michigan

Corporate Strategy & Marketing


Wayne State University School of Engineering

Industrial Engineering


Spelman College

Mathematics & Physics