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Work Background
Dean Health Plan, Inc.Manager, Marketing and Communications
Jan. 2020Madison, Wisconsin
AcumiumDigital Marketing Director
May. 2016 - Jan. 2020Madison, Wisconsin Area•Responsibility for development of B2B/B2C omnichannel marketing strategies and campaigns as well as client relationships and sales strategies that resulted in an average of $400k monthly billable revenue, more than 30% of which were increases during my tenure.
• I've created and led branding and digital marketing strategies across paid search, traditional, email marketing, new website launches, SEO and merchandising.
• Through a deep understanding of client’s target audiences, I've consistently delivered strong client growth across a variety of digital marketing programs including tripling organic traffic, increasing leads by 1,560% and increasing site traffic by 62%.
• I've developed new product lines including sales process consulting, marketing automation, and branding packages.
• I'm most proud of the high level of trust I've built with clients by providing best practices and executive level advice that resulted in increased leads, increased e-commerce revenues, and overall company growth.
AcumiumAccount Manager & Digital Strategist
May. 2016 - Jan. 2020Madioson, WI
Parts Now LLCDirector Of Marketing
May. 2014Director of Marketing
• Led all external marketing efforts including branding, e-commerce, social media, SEO, Amazon and Newegg feeds, PR, and trade show strategies with 4 direct reports to garner a larger share of the market.
• Successfully re-launched the 30-year-old brand.
• Branded and launched revolutionary new product lines focused on green initiatives with zero waste that garnered $1.5M in incremental revenue in the first 6 months.
• Directed the creation and launch of Sugar CRM system, owning all customer data and policies.
• Established the EMC (Employee Morale Committee) to explore ideas and solutions to improve morale, communications and team building across all teams. Comprised of 25 cross-functional team members, this team led to a stabilization of attrition rates post-buyout across factory, office and international locations. Marketing Manager
• Cross-functional team leader/project manager for Oracle ATG eCommerce site reaching the goal of $13M in revenue, a 60% increase.
• Developed all marketing strategies including public relations, branding, electronic marketing, direct marketing, social media, trade shows, partnership agreements and outbound call campaigns.
• Served as marketing lead in roadshow and marketing efforts that led to a successful private equity buyout.
Parts Now LLCMarketing Manager
Jan. 2012 - May. 2016Middleton, WI• Lead cross-functional teams developing new ecommerce website using Oracle ATG to reach expected online sales of 13+ million in revenue.
• Communicate with senior management team on project updates, new brand development, corporate positioning and executive level projects.
• Multi-channel strategy development for dozens of products simultaneously. Campaigns garnered 2-6% lift in sales.
• Successful team management milestones including retaining and promoting staff during company buy out and layoffs.
• Direct all brand and communication strategies including: public relations, branding, electronic marketing, direct marketing, social media, tradeshows, partnership agreements and outbound call campaigns.
• Manage budget and multiple vendors including two advertising and branding agencies.
• Direct lead programs, customer research and developed programs to successfully leverage both prompting sales growth.
Magna PublicationsMarketing Manager
Mar. 2011 - Jan. 2012Madison, Wisconsin Area• Developed and implemented strategy for international conferences increasing attendance 2% • Authored social media strategy, budget and ROI tracking of all marketing campaigns. • Decreased marketing budget by 3% while increasing market exposure.
• Created programs that garnered 6% in incremental revenues.
Athletic Business PublicationsDirector of Audience Development and Marketing Director
Feb. 2007 - Nov. 2010• Built the first marketing department for the company from the ground up. Established key marketing strategies for the business within 30 days, hired three staff within 90 days.
• Directed all marketing and circulation efforts, achieving aggressive goals while cutting costs 30%.
• Developed new programs produced $150,000+ in new sales within months of launch.
• Increased web traffic 13% in 12 months.
• Managed three staff members, two of whom were promoted under my leadership. Directed and motivated creative staff, as well as key outside vendors. Managed and maintained work flow on time, on strategy, and often under budget.
• Saved the company $250,000+ utilizing digital circulation practices, while simultaneously improving customer experience.
American Society of Safety EngineersMarketing Manager
Apr. 2005 - Sep. 2006* Implemented new membership strategy increasing member numbers by 2.6% - more than in the past five years combined.
* Generated a marketing plan, strategy and implementation that garnered a record-breaking 10% increase in attendance at the annual conference.
* Conceptualized and oversaw both print and electronic marketing activities including budget management, staff management and strategic planning.
Reed Business InformationManager, Marketing, Custom Publishing and Electronic Products
Feb. 2000 - Apr. 2005* Planned and executed electronic business strategy including web development and electronic product sales.
* Managed personnel on a project basis in both web development and art departments.
* Increased profit margins by 40% on custom publishing products. Served as thought leader on new product development that garnered a greater share of customer budgets. Project responsibilities included strategy, budget and P&L management. * Reduced costs by over 60% in major project areas while increasing customer satisfaction. * Managed multi-media presentations including webinars, animations, written proposals and publication mock-ups. Several of these projects resulted in million dollar contracts awarded to the business.
* Managed highly successful trade show booths and events that achieved a 50% greater qualified lead rate than previous years.
* Created an improved communicative relationship with the sales team through frequent meetings, team events and internal communications.
Reed Business InformationAccount Representative
Sep. 1998 - Feb. 2000* Won the President's Club award for sales by meeting 80% of yearly sales goal within first 7 months of the year. Achieved billings of over $400,000.00.
* Yielded a 20% increase in sales over the previous territory manager by developing a new sales and pricing strategy for customers in 25 states and eastern Canada. * Obtained significant new business, including accounts with over $250,000.00 in annual billings.
TRAK InternationalMarketing Manager
Jul. 1995 - Sep. 1998* Developed new product launch materials including: direct mail, sales collateral, multiple video productions, press kits, web introductions and customer events targeted to more than 350 distributors worldwide. The success of the launch campaign resulted in overwhelming product demand and immediate production backlogs.
* Managed trade show activities achieving over 700 qualified sales lead in four days.
* Developed creative materials that continued to drive sales despite conservative budget guidelines.
* Managed and directed two advertising agencies, a $500,000 budget and part-time staff.
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