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Work Background
JUXVice President of Marketing, Healthcare (interim)
Jul. 2023 - Dec. 2023RemoteA marketing consultancy offering marketing, data, and phone products to medical spas and aesthetics practices. Recruited to provide coverage during the VP of Marketing’s family leave. ✦ Partnered with medical spas and aesthetics practices to deliver marketing services, including website design and development, paid media, phones, data, and dashboards. ✦ Developed and nurtured strong, lasting relationships with clients within the med spa portfolio by understanding their business, anticipating their marketing needs, and orchestrating effective solutions. ✦ Managed the Advanced MedAesthetics Partners (AMP) account, the largest med spa consolidator in the market with 50+ practices, and the delivery of agency services. ✦ Coached and mentored junior team members to deliver exceptional service to clients and prioritize workload based on competing priorities.
Belle Bear MarketingChief Marketing Officer (fractional)
Jun. 2023RemoteBelle Bear Marketing is a fractional CMO consultancy specializing in building scalable marketing solutions for multi-location businesses. ✦ Leveraging deep marketing expertise to drive organizational growth, change management, and digital transformation across multiple verticals: animal health, pet services, medical spas, aesthetics practices, non-profits, and financial services. ✦ Partnering with senior leadership to rapidly build expertise, discover high-return opportunities, and cultivate relationships with cross-functional teams. Demonstrated track record of success and versatility across multiple entity sizes, industries, and functions.
Destination Pet, LLCPerformance Marketing Director
Aug. 2022 - Jul. 2023RemoteA consolidator in the animal health vertical, integrating pet services from veterinary medicine to grooming, boarding, daycare, training, and more. Built a performance marketing infrastructure and a team responsible for email, SMS, direct mail, paid media, and website management and optimization for 150+ unique pet care brands across the US. ✦ Led Go-To-Market plans for a national mobile app rollout, garnering a 20% download rate in the first year (2x goal).
✦ Consolidated paid media vendors saving $200K in fees and optimized reporting while doubling ad conversions.
✦ Migrated 50+ websites in-house, supervising content management, SEO, and managing vendor deliverables. ✦ Integrated 50+ acquisitions within 60 days of close across all marketing channels, including new website design/development, paid media launch, email set-up, and social ownership transfer.
VRM & The ARIA NetworkSenior Director of Performance Marketing
Sep. 2021 - Aug. 2022RemoteA media start-up connecting consumers and their favorite brands. In spite of its ambitious plans, ARIA never quite got off the ground. Built a performance marketing infrastructure from the ground up for 2 lines of business: augmented/virtual reality offerings for brands looking to engage with consumers in unique ways (B2B) and a consumer-focused NFT e-commerce marketplace (B2C). ✦ B2B: Assessed product-market fit, refined the product offering, and brought consistency to messaging to enable sales. ✦ B2C: Implemented Salesforce Marketing Cloud, audience segmentation, persona development, and journey mapping to ensure operational readiness for launch. Drove deployment of new website features, performed UAT, identified issues, and improved user experience.
Measured Results MarketingClient Services Leader - Consultant
Dec. 2020 - Sep. 2021RemoteA boutique MarTech consultancy serving B2B companies. Recruited to build the client services function and a roadmap for growth. Developed a project management process, clarified lifecycle stages, and defined roles/responsibilities for team members. ✦ Onboarded Monday.com as a project management platform enabling MRM to have a 360-degree view of all projects and people for enterprise-wise capacity planning, built templates to increase efficiency for its employees and ensure delivery of a consistent project experience for its clients. ✦ Leveraged marketing management and operations background to translate the day-to-day needs of sales and marketing teams and how they can be augmented by technology stack implementations.
My HousePandemic Working Parent
Mar. 2020 - May. 2023Saco, Maine, United StatesConcurrently performed my day job as a Marketing Executive delivering stellar results, while caring for two toddlers during a global pandemic. Key accomplishments in this role include: ✦ Grew the team by 50% since the start of the pandemic with 100% retention
✦ Designed and supervised the construction of a new HQ, including floor plans, workspace design, color sections, etc.; migrated the entire team, equipment, and furniture to new HQ with minimal disruption in productivity
✦ Administered routine health checks (temps, tests, etc.) on toddlers who never stop moving ✦ Supplies sourcing expert, specializing in at-home COVID Tests, backordered paper goods, and cleaning products ✦ Managed daily calendar updates and communicated real-time changes to peers (i.e., husband)
✦ Developed contingencies plans A, B, C, and D for childcare, mitigating risks of inevitable interruption of services
✦ Provided hands-on (potty) training assistance to two toddlers and a puppy
✦ Navigated extreme ambiguity and ever-changing disease prevention guidelines
✦ Recruited and onboarded contractors to assist with critical tasks (childcare, house cleaning, etc.)
✦ Provided emotional guidance and encouragement to tiny humans with BIG feelings during unprecedented times
Infinity Federal Credit UnionDirector of Marketing/Head of Marketing
Jan. 2017 - Dec. 2020Westbrook, MaineMaine’s First Credit Union with $350M in assets and 90 employees. Head of Marketing and C-suite member, reporting to the CEO. Oversaw all aspects of marketing, brand management, strategic communications, and product management. ✦ Managed a $7M annual marketing budget. Grew the team from 3 to 13, including marketing communications, digital marketing, social media, marketing operations, analytics, market research, training, and performance management.
✦ Translated business plans into marketing strategies that delivered 10% customer acquisition growth (3x peer group) and increased product penetration by 20%.
✦ Spearheaded the integration of HubSpot Sales and Marketing Hub with the internal data warehouse democratizing data for reporting and prospecting while reducing manual data entry. Increased efficiency of the marketing team by 25%.
✦ Partnered with the BI Officer to identify branch expansion opportunities, geo-mapped customers’ transactional data by time of day to determine optimal location; new branch became the #2 producer of loans and deposits within 6 months of opening. ✦ Accelerated brand awareness by partnering with the local minor league baseball team attracting 15K+ spectators per game. ✦ Led marketing team to receive numerous awards from peer and national organizations. ✦ Hosted “Brand Camps” for all employees, incorporating brand training into employee onboarding to quickly foster an understanding of brand values and their impact on customer service delivery, internal operations, and communication. Contributed to increasing NPS by 11% and CSAT by 8%. ✦ Established Culture Club to foster employee engagement and team building through community service, learning, and fun.
✦ Expanded responsibility to lead performance management overseeing enterprise-wide project management and training. ✦ Slashed project backlog by 30% in the first year.
✦ Developed a best-in-class lender training program reducing QC needs by 40%.
Simon Property GroupDirector of Marketing and Business Development
Jun. 2015 - Jan. 2017Kittery, MaineAn outlet mall owned by a large international retail company, Simon Property Group. Steered all communication, signage, and promotions for the 5-center, 62-store outlet mall, serving as the liaison between the corporate marketing leadership and local stores. Led a 4-person customer service team and managed a $550K marketing budget. ✦ Developed a marketing plan and a PR strategy to expand the center's market share of tourism.
✦ Cultivated and strengthened partnerships with retailers, leveraging strategies to elevate engagement, including the preparation and delivery of quarterly presentations to ensure transparency and alignment.
PAWS AtlantaDirector of Marketing and Development
May. 2011 - Jun. 2015Atlanta, GeorgiaA no-kill shelter enriching the lives of orphaned dogs and cats through love, care, and basic training before permanent, safe homes are found. Hand-picked by the new Executive Director, stepping into an organization that had been without a Marketing Director and Executive Director for 4 years. Built the marketing functions from the ground up, defining strategies to move marketing forward in alignment with organizational objectives. ✦ Facilitated and contributed to strategic planning, bringing all key stakeholders on to the same page, and clarifying roles.
✦ Championed organizational rebranding efforts by writing branding guidelines, creating mission, vision, and values.
✦ Led a team of consultants on the implementation of Salesforce. Defined scope of the project, identified existing data sources, steered data normalization, guided migration, trained staff, and developed documentation.
✦ Collaborated with senior leadership and board of directors to develop new programs for growth.
✦ Implemented innovative initiatives, campaigns, and strategies that boosted donations by 43% in the first year, including developing a Planned Giving Program for bequests and other donation vehicles.
ICFCommunication Specialist
Aug. 2008 - May. 2011Atlanta, GeorgiaICF International is a global consulting firm specializing in government contracts; its primary client in Atlanta was the CDC. ✦ Successfully authored and managed proposals securing $5M+ in federal contracts.
✦ Served as Learning Management System administrator, managing content, user enrollment, and reporting together with designing and developing interactive, web-based training courses.
✦ Led cognitive and usability testing on a series of high-profile health materials, including developing discussion guides, leading focus groups, conducting classroom observations, and summarizing results. ✦ Awarded Rookie of the Year in 2009.
Philips HealthcareDatabase Administrator
Aug. 2007 - Jul. 2008Atlanta, GA✦ Maintained the integrity of SAP databases to support sales and service of medical equipment and systems. ✦ Trained field service engineers on changes in business processes in preparation for a global SAP migration.
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