Resume

Marketing and Communications Leader

B2B communications pro specializing in strategies to engage audiences and drive demand. Project manager with a track record of success in collaborating across the organizations to serve clients. Passionate about nurturing talent and building high performing teams.

 

AREAS OF EXPERTISE

Strategic Planning • Digital Marketing • Project Management • Marketing Communications • Content Creation • Trade Shows & Events • Data Analysis • Writing & Editing • Inbound Marketing •

 

WORK EXPERIENCE

Change Management Consultant • 2015 – Present

Great Lakes NeuroTechnologies • Digital Marketing Manager • 2014 – 2015

Crain’s Cleveland Business • Marketing Director • 2012 – 2013

Digital Marketing Consultant • 2010 – 2012

Ernst & Young • Global Communications Manager • 2004 – 2010

Change Management Consultant • Cleveland, Ohio • 10/2015 – Present

Managed digital transformation projects to help clients optimize internal workflows and deliver improved customer service. Projects included:

  • Website replatforming and ecommerce optimization: Developed a digital strategy for medical device maker Volk Optical to deliver an improved user experience and more efficient operational support for ecommerce. Developed project plan to implement strategy and build website. Created all project materials including business case, creative briefs, website writing style guide, project plans and web content.
  • SaaS implementation: Managed client implementations of Predix, a Saas offering from Current by GE that analyzes energy usage in facilities. Worked with internal customers to gather requirements, defined the end user experience and managed development work.
  • Oracle CRM deployment: Directed the deployment of Oracle Sales Cloud to business divisions of Parker Corporation. Managed project activities and timelines to complete work on time and budget. Wrote all end user communications and training materials to help employees understand the new systems and to empower them to use the tools.

Great Lakes NeuroTechnologies • Cleveland, Ohio • 01/2014 – 10/2015

Digital Marketing Manager

Recruited to develop and manage digital marketing strategy for a biomedical device maker, software developer and SaaS provider. Responsible for digital marketing and customer engagement, including website and customer portal management, online communications and demand generation.

Notable achievements include:

  • Optimized email marketing: Conceptualized and executed email marketing program that created a 100% increase in sales leads received through email. Created targeted messaging and landing pages targeted to audience segments and performed A/B testing to optimize campaign performance.
  • Launched content marketing program: Developed a content marketing program to engage audiences, increase leads, improve SEO and build the GLNT brand. Created a marketing calendar to plot out topics, content products, publishing channels and resources required. Wrote and edited all content, which included:  whitepapers, case studies, infographics, blog entries and ebooks. This program increased web leads by 40% and helped drive a 100% increase in site traffic.
  • Increased trade show and event engagement: Used online channels to support GLNT’s presence at industry trade shows. Leveraged email, social and mobile marketing to engage registered users before, during and after trade shows. These efforts resulted in a 75% increase in qualified leads received from trade shows and doubled sales received from trade show leads over the previous year. The positive return on investment from these efforts allowed GLNT to increase its trade show budget for broader participation at events.
  • Developed digital customer engagement strategy: Created a strategy to connect with and engage customers online. Developed a secure website where customers could access support materials, connect with the product user community, and share product feedback and best practices. Developed and implemented processes for the Customer Success team to manage inquiries and user activity on the portal site. The digital engagement strategy helped to increase customer satisfaction scores and created repeat business opportunities, including a $500,000 contract to provide product and services for a clinical trial.

Crain Communications – Crain’s Cleveland Business • Cleveland, Ohio • 02/2012 – 10/2013

Marketing Director

Developed data-driven marketing strategies to create revenue opportunities for a regional business publication. Responsible for direct mail subscription campaigns, inbound marketing for ad sales, email marketing, social media and event marketing. Managed a six-person marketing team and was responsible for a marketing budget that included P&L responsibility for Crain’s Events program.

Notable achievements include:

  • Launched social media program: Incorporated social media channels into Crain’s marketing to drive awareness of Crain’s products and events and to build the Crain’s editorial presence online. Trained the editorial staff on social media best practices and created a toolkit with branding standards, graphics and metrics to empower them to use social channels more effectively. Created and maintained an editorial calendar to guide the publishing of social content. This program resulted in increased site traffic from social channels and accounted for 25% of all site traffic.
  • Developed inbound marketing program: Collaborated with Crain’s Sales team to create an inbound marketing program to generate qualified leads for ad sales and event sponsorships. Leveraged email and targeted landing pages to generate leads. Integrated lead forms with Salesforce for tracking and record accuracy. Developed processes for qualifying leads and using content to drive leads through the sales funnel. Within the first six months of launch, the program resulted in a 30% increase in sales leads received online.

Digital Marketing Consultant • Cleveland, Ohio • 07/2010 – 01/2012

Advised clients on effective use of digital channels to build brands and drive demand. Developed and executed digital strategy for clients. Trained client on staff on proper usage of digital tools, including social media, email platforms, content management systems and marketing automation tools. Managed the implementation of a SaaS platform for creating audience segments and delivering targeted email messaging.

Ernst & Young LLP • Cleveland, Ohio • 09/2000 – 06/2010


Communications Manager – Knowledge Management

Developed and executed communications programs for the firm’s Knowledge Management organization. Served as a trusted advisor to senior leaders to help them deploy knowledge solutions throughout the firm. Managed cross functional teams to execute global campaigns.

Notable achievements include:

  • Created online engagement program for alumni of the firm: Developed and executed strategy to reach and engage alumni of the firm online. The firm had previously relied on costly direct mail and event initiatives to engage the community of over 80,000 former employees. I developed a strategy to leverage email, social channels and an online portal to reach alumni in a better, more cost-effective manner. Our goal was to engage 25% of our alumni audience – either through email sign-ups, portal registrations and/or social media follows. Within one year of launch, we engaged over 50% of the alumni audience.
  • Managed Knowledge worker onboarding process: Coordinated training program for new Knowledge Management employees. All KM new hires had to go through an extensive training process on the firm’s knowledge products and processes. I collaborated with Knowledge team members to create a training program designed to engage and educate new hires, as well as to provide ongoing learning support in the first months of their employment. Created all learning materials, including presentations and hand-outs, and managed communications to program participants. Facilitated in-person training sessions and follow up distance learning.