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Work Background
Strategic Marketing, Advertising and ConsultingStrategic Brand Marketing Consultant
Nov. 2024Minneapolis, Minnesota, United StatesCARGILL, OMNICHANNEL MARKETING, TRUVIA
Responsible for e-commerce and account-specific marketing at major CPG retailers, Amazon and Target.
Blue Cross and Blue Shield of MinnesotaMarketing Manager, Commercial Markets
Apr. 2023 - Jul. 2024United StatesWorked in close collaboration with business partners across the company to define, strategize, lead, develop and implement innovative B2B marketing solutions designed to acquire new commercial markets clients, deepen existing relationships, and create meaningful and distinct competitive points-of-differentiation. Aligned closely with Sales and Product teams to translate business goals into actionable marketing plans and translate offerings into compelling value propositions. Leveraged data-driven insights to measure and optimize marketing performance across traditional and digital channels. Partnered with enterprise leadership to develop and lead critical cross-functional initiatives. Conducted performance evaluations and provided feedback, mentorship, and training to associates. • Led the strategic development and execution of data-rich campaigns and initiatives that were directly responsible for the acquisition of numerous high-profile clients. Campaign assets included white papers, videos, LinkedIn and email campaigns, and other marketing elements. • Developed and directed campaigns for Blue Care Advisor, the company’s proprietary, all-in-one member management and navigation solution, which generated nearly 500 new business leads and surpassed competitive / industry benchmarks. • Led development and implementation of an online presentation portal to showcase the company’s expanded tech and AI capabilities, thereby facilitating new business and client retention opportunities. • Overcame staffing challenges to build high-performing team from ground up, ensuring operational excellence and innovation. • Meticulously managed the marketing budget, ensuring alignment with growth objectives. • Oversaw critical projects and workstreams, prioritizing efforts to improve results and efficiencies within marketing team.
Stratasys - World's Leading Manufacturer of 3D Printing TechnologyVertical Marketing Manager - Led Global Marketing Across All Channel Segments
Jul. 2013 - Jan. 2015Greater Minneapolis-St. Paul AreaLed global development of vertical marketing initiatives and new product introductions across six major business units* for Stratasys, a leading manufacturer of 3D printers and materials ($750M). Responsible for strategic planning and implementation of channel specific promotions, advertising, and lead generation email marketing campaigns; digital media content development; reseller support tactics. Highlights include: • Introduced 3 printers, 5 materials and a proprietary technology platform to the global market. • Creation of 12 lead generation campaigns, one of which generated nearly $1M in sales opportunities in the US alone. • Planned and executed trade-in promotion that generated more than $11M in sales and a micro-promotion that generated $420K in less than 6 weeks yet cost only $25k – a return on investment of 15:1. • Cross-functional partnership with engineers, sales, upper management, legal and PR teams to ensure enterprise compliance, brand consistency and top-down validation. • Grew sales organically within vertical markets by more than 35% in less than one year. * Vertical markets included manufacturing, aerospace, automotive, medical, dental and materials.
Destron Fearing - RFID Solutions for Companion Animals, Livestock and WildlifeDirector of Marketing - Led Creation of New Corporate Brand and Complete Marketing Relaunch
Apr. 2007 - Sep. 2008Greater Minneapolis-St. Paul AreaDestron Fearing was a $42 million manufacturer, marketer, and distributor of branded radio-frequency identification (RFID) products sold through retail distribution channels in North America, Europe and Japan. Recruited by Vice President Marketing and Sales to lead a marketing transformation of the business after a decades-long decline. • Led the reinvention of the company’s marketing department and the revitalization of its corporate brand. Developed strategic and tactical marketing plans to increase competitive brand differentiation and drive product sales. Created new advertising, packaging, promotion, public relations, trade show elements, collateral, website and electronic marketing assets. • Partnered cross-functionally to increase profitability by streamlining and enhancing the existing product portfolio, driving new product development, creating new product quality standards, and improving ERP processes to optimize efficiency and curtail production errors. • Drove one-of-a-kind research project that drove the development of customer profiles, the discovery of competitive strengths and weaknesses, and the creation of key marketing programs and new products.
Brown + Associates - Strategic Brand Marketing, Advertising & ConsultingPresident / Owner
Nov. 2000 - Jul. 2013Greater Minneapolis-St. Paul AreaPresident of Brown + Associates, an award winning, full-service marketing agency / consultancy. Client list included Pfizer, Pepsi, Frito-Lay, Trimble Navigation, UnitedHealthcare, and GN ReSound. • Led strategic plan development, branding, and marketing communications for existing Pfizer products that increased sales by $26M. Launched five new first-in-class products that generated an incremental $15M in sales. • Led national and state initiatives to support UnitedHealthcare’s partnership with the National Restaurant Association in response to the introduction of the Patient Protection and Affordable Care Act (PPACA). Areas of focus included strategic planning, development of digital marketing assets and websites, advertising, promotional marketing and direct marketing. • Conducted comprehensive “voice of the customer” research for Trimble Navigation, a multi-national GPS navigation company, to determine potential new business models, competitive brand strategies, brand strengths and weaknesses, customer satisfaction indices, and sales innovation strategies. • Assisted GN ReSound with the redevelopment of its corporate website, the creation of its new e-commerce website, and the initiation of new brand marketing communications.
Colle+McVoy AdvertisingSenior Account Manager - Led Brand Strategy + Execution for Pfizer Pharmaceuticals
Mar. 1996 - Nov. 2000Greater Minneapolis-St. Paul AreaLed strategic development and management of a portfolio of products for the agency’s largest client, Pfizer. Areas of focus included marketing strategy and planning, brand development, advertising and promotion, media, product innovation, and strategic partnerships. Directed creative, account, media and PR teams. Grew sales by more than $14M. • Created ground-breaking preventive health care loyalty program which enrolled 150,000+ participants and created launch pad for new product introductions.
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