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CV

Larry Butchins
21/13 Nahal Qane
Tzur Yitzhak

4580800

E-mail: larryb@butchins.com

Phone+972 54 678 2438

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Professional info​

More than 20 years’ experience as a senior marketing content developer; writer, editor, publisher, project and team manager, working with and for Israeli and international  global high-tech companies. Additional experience in Investment Banking, industrial, commercial, and community service sectors.

Skills: Marketing communication strategy and planning; collateral, documentation, PR, advertising development and copy writing; presentation and video development and production.

Writer; travel, TV & stage scripts, blogs, business, promotional; published children’s book in US and South Africa. Prize winner in ESRA short story competition; novel in progress

Award-winning stage and television actor; voice-over artist/narrator for a wide variety of CD/AV/Video programs. Performed in a wide variety of roles for stage and television. Founder member and Communication Manager for the Guild Theatre Co. of Ra’anana.

Work Experience
CELLEBRITE – Senior Marketing Content Developer, Retail Division: 2011-2014

Major successes:

  • Developing and implementing internal corporate style guide, to ensure commonality of language throughout the company from technically-oriented to high-level marketing English 

  • Initiating, managing and executing rebranding and positioning Cellebrite from a company identified as a security company – slogan: “Mobile Data Secured” – to a major presence in the world of mobile data management – slogan: “Delivering Mobile Expertise”. 

  • This included convening brain-storming sessions, running an internal competition then managing the internal and external change-over including internal notifications and ensuring correct implementation.

  • Created consistent and effective usage of PowerPoint and documentation templates – language, style, layouts, graphic usage – throughout sales and product management

  • Pioneered the use of Prezi as a major communication tool

Scope of responsibilities included:

Strategic messaging and positioning development; Content development and marketing writing for all collateral: brochures, advertising, PR, Web site, exhibition support. Worked closely with Product Management and Sales providing customer support documentation and other material.

LITTLEBIG Marketing Communication Agency – Executive Content Developer: 2004 - 2011

As owner-manager, handled a wide range of marketing communication projects for leading Israeli and international high-tech, commercial and industrial companies. 
Major successes include:

  • BIRD Israel-U.S. Binational Industrial Research and Development. Foundation:

    • Designed, wrote and produced 30th anniversary book for BIRD.

  • Vigilant –Video Security Systems Manufacturer

    • Developed and executed new branding and slogan: “Defining the Vision”; handled all marketing collateral and documentation, promotional & exhibition support material for this.

  • AHT Underfloor Heating Systems

    • Handled US launch in collaboration with US-based distributor: collateral, advertising, presentations, web site, and training manual development and pubishing.

  • SpiderTech – Developer of cloud-based perimeter security systems

    • Major international launch, web site, collateral, all marketing, branding documentation, promotional, advertising, PR etc.

  • UDP – a leading Korean-based provider of digital video security and IP surveillance solutions

    • Collateral, web site, brochures, PR, newsletter. Developed slogan: “Clear Sight, Clearer Insight”.

Scope of responsibilities included:
Client-focused corporate and marketing communication; branding and corporate Image strategy development and execution; web site content development; end-user publications and collateral.
COMMTOUCH – Senior Marketing Writer: 2002-2004

Major successes:
Advertising campaign in Far Eastern markets; studio briefing and content development, creating brand and service recognition for Commtouch in key Far Eastern markets.
Scope of responsibilities included:
Development and execution of all marketing and corporate collateral; business plans; briefing documents; press releases; brochures; datasheets, web site content.

COMVERSE – Marketing Publications Manager, Corporate Marketing Group: 2000-2002 

Major successes:
I was a key member and team leader involved in developing the new Comverse branding and web site; messaging, positioning; responsible for content development. This brought the company into a new era of upgraded identity and growth as a major global player in the world of telecommunications.
Scope of responsibilities included:
Managing a team of marketing writers; developing internal and external documentation, Intranet and Corporate Web site/Intranet development; developing annual strategy, goals, planning and performance management.

  • Development of Marketing documentation policy, formats, templates, and styles

  • Development, writing, editing and publishing of end-user documentation – White Papers, executive overviews, product descriptions, collaterals; quality control and DTP

  • Responsible for planning and publishing  Chief Scientist submissions for new products/services

  • Exhibition support program; development, planning and execution

Personal Achievements
Languages
  • English (UK & US) mother tongue;

  • Hebrew — fluent, business level;

  • Afrikaans — fluent;

  • Dutch — understand, read, general conversation;

  • French — fair understanding, light general conversation

Computer Skills
  • Microsoft Word

  • Excel

  • Publisher

  • Paint

  • PowerPoint

  • Movie Maker, 

  • Web Design

  • Adobe Suite

  • Prezi

General Skills
  • Management

  • Public Speaking & Presenting

  • Video scripting & editing

  • Voice-over: accents

  • Conceptualizing, managing & executing promotions and special events

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