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Work Background
Fayre Marketing ConsultingChief Strategist & Brand Storyteller
Jan. 2018Greater Minneapolis-St. Paul Area“Fractional CMO” specializing in pragmatic growth strategies to drive top- and bottom-line results for start-ups, small- and medium-sized businesses and not-for-profits. C-suite marketing expert in insight-driven strategy development, brand storytelling, digital demand generation, customer experience journey mapping, content strategy and planning, brand & product portfolio management, multi-channel messaging & campaign development, new product development and go-to-market strategies.
Zenith Education GroupMarketing Director/Director of Brand Strategy & Experience
Jan. 2016 - Jan. 2018Greater Minneapolis-St. Paul AreaTransformed the WyoTech campus program, re-establishing corporate and campus-based marketing functions and launching re-branding initiative to drive awareness, interest, and enrollment in its technical/trade training programs. Partnered with sales and operations leadership and led cross-functional teams to support company turnaround and reinvention of career technical education after acquisition of for-profit Corinthian College.
Halo InnovationsVice President of Marketing
Jan. 2008 - Dec. 2015Greater Minneapolis-St. Paul AreaDirected an internal marketing team, freelance marketing consultants and partner agencies to drive awareness, preference and market penetration to support organization’s growth goals.
- Increased brand awareness by 112% and grew YoY revenues of core business 12-20%, tripling baseline revenues.
- Led the launch of the Bassinest swivel sleeper, a new bassinet product that achieved 123%+ product introduction revenue goals, garnered #1 top-seller status on Amazon within first two weeks of launch, and was recognized by JPMA in 2013 with the Innovation Award and overall Judges’ Pick Award. - Bassinest successfully diversified company’s product portfolio and generated a 3X increase in enterprise value, directly resulting in company’s strategic acquisition and investors’ successful exit. - Expanded hospital channel penetration by 450%+ for the HALO SleepSack wearable blanket, achieving over 40% coverage of births in the U.S.
Naterra LandDirector of Marketing
Jan. 2005 - Dec. 2008Greater Minneapolis-St. Paul AreaGrowth was stymied and sales leads were in decline for this $50 million, multi-state recreational land developer due to outmoded marketing and sales support strategies. Reversed sales lead declines and fueled double-digit revenue growth through building the brand and driving online category leadership. Selected results:
- Increased YOY annual sales revenue 15%+ each year from 2005-2007.
- Grew total lead volume 46%; reduced cost-per-lead (CPL) 39%.
- Increased total online conversions 317%; increased online conversion rates 39%.
- SEO strategies drove 20-fold increase in #1 organic search rankings within six months.
Self-EmployedSAHM and Transplant System Change Agent
Jan. 1999 - Dec. 2004Greater Minneapolis-St. Paul AreaStay-at-home parent of a child who received a liver transplant and developed several special needs as a result. Successfully changed the healthcare industry by researching, presenting and winning approval for major healthcare policy coverages that included Living-Related Liver Transplants (LRLT) for pediatric patients as a medically viable alternative to cadaveric transplantation. This groundbreaking work led the way for inclusion of LRLT coverage by all major healthcare providers, a policy change projected to save 100+ children’s lives each year.
Campbell Mithun AdvertisingVice President, Account Management
Jan. 1992 - Dec. 1999Greater Minneapolis-St. Paul AreaWonder Bread and Hostess snack cakes, both iconic, leading national brands in their respective categories, had experienced consecutive years of market stagnation prior to their acquisition by Interstate Bakeries. Led agency’s effort to fuel growth and restore each brand to category leadership position via brand reintroduction strategies. Selected results:
- Grew unit sales 5% in a flat-to-declining category. - Brands regained or retained #1 market share position in majority of markets.
- Advertising won Silver Clio Advertising Award and named Cannes Film Festival finalist.
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