CV
Larry Butchins
21/13 Nahal Qane
Tzur Yitzhak
4580800
E-mail: larryb@butchins.com
Phone: +972 54 678 2438
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:
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Developing and implementing internal corporate style guide, to ensure commonality of language throughout the company from technically-oriented to high-level marketing English
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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”.
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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.
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Created consistent and effective usage of PowerPoint and documentation templates – language, style, layouts, graphic usage – throughout sales and product management
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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:
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BIRD Israel-U.S. Binational Industrial Research and Development. Foundation:
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Designed, wrote and produced 30th anniversary book for BIRD.
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Vigilant –Video Security Systems Manufacturer
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Developed and executed new branding and slogan: “Defining the Vision”; handled all marketing collateral and documentation, promotional & exhibition support material for this.
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AHT Underfloor Heating Systems
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Handled US launch in collaboration with US-based distributor: collateral, advertising, presentations, web site, and training manual development and pubishing.
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SpiderTech – Developer of cloud-based perimeter security systems
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Major international launch, web site, collateral, all marketing, branding documentation, promotional, advertising, PR etc.
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UDP – a leading Korean-based provider of digital video security and IP surveillance solutions
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Collateral, web site, brochures, PR, newsletter. Developed slogan: “Clear Sight, Clearer Insight”.
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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.
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Development of Marketing documentation policy, formats, templates, and styles
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Development, writing, editing and publishing of end-user documentation – White Papers, executive overviews, product descriptions, collaterals; quality control and DTP
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Responsible for planning and publishing Chief Scientist submissions for new products/services
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Exhibition support program; development, planning and execution
Personal Achievements
Languages
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English (UK & US) mother tongue;
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Hebrew — fluent, business level;
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Afrikaans — fluent;
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Dutch — understand, read, general conversation;
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French — fair understanding, light general conversation
Computer Skills
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Microsoft Word
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Excel
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Publisher
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Paint
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PowerPoint
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Movie Maker,
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Web Design
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Adobe Suite
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Prezi
General Skills
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Management
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Public Speaking & Presenting
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Video scripting & editing
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Voice-over: accents
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Conceptualizing, managing & executing promotions and special events