Experience

College of American Pathologists (CAP)

• Hospitals and Health Care
• 700 & Above Employee

• Senior Manager, Marketing Programs

  • Dec 2016 - Present

  Develop and execute marketing programs to grow revenue while meeting members’ needs for continuing medical education. Identify market needs, develop messaging and create relevant content marketing assets. Manage pricing strategies, revenue modeling and evaluation of new product offerings to ensure portfolio meets the pathologists’ needs for diagnostic, practice management and laboratory quality education. • Developed and launched, all in less than one week, a global lecture series designed to supplement the training of pathology residents impacted by stay at home restrictions. Drove over 10,500 registration, more than 100M twitter impressions and increased positive perceptions among CAP junior members resulting increased NPS score. See attached case study for more details. • Implemented content-based marketing program to drive 20% increase in attendance of key audience segment at the annual meeting (specifically 11-20 years in practice). Increased web traffic by 180% YOY, drove 5,700 podcast listens and increased social media engagement across Facebook, LinkedIn and Twitter. • Revitalized marketing for CAP Press publications resulting in 196% of goal in year 2, 130% in year 1. 150% growth in e-book revenue goal in year 1 and held gain through year 2. • Restructured marketing approach, developed new messaging, worked with web team to redesign web assets and increased social media for clinical pathology education program. Resulted in 20% increase in subscriptions and 55% increase in individual case sales in three years. • Participated in two deep-dive teams to analyze Net Promoter Score findings and implement strategies to address concerns of detractors. Show less



PharMEDium Services

• United States
• Pharmaceutical Manufacturing
• 200 - 300 Employee

• Senior Manager Corporate Communications

  • 2014 - 2016

  Led development and executed strategic marketing and communication plans to drive sales of compounded sterile preparations. Aligned messaging and branding to core values. Had oversight of media planning, supported product launches, and created collateral and sales tools, as well as managed an event calendar including 100 trade shows, advisory boards, and customer visit programs. Oversaw digital assets and managed internal communications activities. • Restructured trade show program, built new exhibit properties; enhanced functionality resulting in 6x increase in leads from largest industry show in first year. Sourced new vendors and negotiated contracts to realize 15% cost savings. • Updated use of digital platforms to deliver relevant messages including the use of marketing automation (Marketo) synchronized with Salesforce. Managed development of new WordPress website. Generated three-fold increase in audience following PharMEDium on social media through increased activity and engagement with third parties. • Managed crisis communications following FDA activity and product recalls • Worked with VP of Strategy and finance partners to implement budget reporting and expense forecasting for marketing function • Managed media relations, including proactive effort to educate hospital pharmacies, ambulatory surgery centers and physicians on 503B compounding and reactive, crisis-oriented activities. Reduced outside agency expense for public relations and communications by $75,000 in first year. • Drove awareness and understanding of rapidly changing regulations related to sterile compounding of IV medications and anesthesia agents through focus groups, industry association leadership updates, and educational efforts with professional medial societies. • Organized Sales Marketing Advisory Council resulting in an improved relationship between sales and marketing teams Show less



ShopperTrak

• Switzerland
• Information Technology & Services
• 100 - 200 Employee

• Senior Global Marketing Communications Manager

  • 2010 - 2014

  ShopperTrak is the global leader in shopper analytics utilizing a SaaS-based counting system. Developed integrated demand generation focused marketing programs to engage retail industry audiences and increase sales. Led corporate branding update that included positioning, messaging and personality, logo look and feel, new website, and social channels. Drove strategic direction and tactical execution of marketing/communications activities, including collateral, presentations, case studies, white papers, eBooks, web content, advertising, and sales tools. Planned and executed trade shows, customer events, and training sessions. Led public relations initiatives. Promoted offline activities on digital platforms to support search engine optimization and social media activity. Negotiated and maintained vendor relationships to ensure quality and cost effectiveness. • Aligned messaging and value propositions for four global business units to singular selling proposition used globally • Modernized trade show program, developed and executed show plans that included coordinated show site activities, auxiliary events and sponsorships. Increased lead capture 200% in first year and 60% in second year • Created and implemented a new vision for annual user group meeting resulting increased attendance, sharing of retailer’s best practices and a 10x growth in leads for sales staff • Developed and executed public relations strategy, resulting in 40% increase in impressions within six months while reducing costs by 25%. Established relationships with key trade media resulting in increased placement of articles in influential industry publications • Updated digital assets including new lead generation focused website and marketing automation (HubSpot and Marketo) • Coordinated communications across digital properties, leading to 200% increase in web traffic on key press release dates • Responsible to develop budgets and timelines and report results to senior executives Show less



Krueger Marketing

• Director of Marketing Programs

  • 1999 - 2011

  Consulted for client organizations ranging from startups to $500M divisions. Developed strategic, integrated marketing communications programs to increase revenue, expand new and existing customer relationships, and improve internal communications programs. Worked with various clients, including Baxter Healthcare, PharMEDium Services, ProCE, The Drucker Group, and Acacia Organics. Driving Revenue • Developed PharMEDium’s first-year business plan, resulting in 15% growth following divestiture from Baxter • Revitalized customer visit program focused on proprietary IV delivery systems to drive 8% unit CAGR and 32% GP CAGR for participating customers • Realized 40% YOY sales increase in nutrition franchise by implementing grassroots education plan for dietitians, developing industry advocate relationships and placing speakers at industry events • Expanded breadth of line penetration for frozen premix medication product line, resulting in increase in sales of $3M within six months of implementing “Frozen is Cool” campaign. Enhancing Customer Relationships • Provided strategic leadership, recruited panelists and participants and coordinated 2008 consensus development conference to review the safety of IV medication systems resulting in industry standard for pharmacy compounding • Managed pharmacy advisory boards, leveraging relationships with key opinion leaders to identify hospital pharmacy trends, generate new product ideas, and provide input on marketing programs Improving Communications Programs • Implemented Baxter’s quarterly plan of action communication program to synchronize sales and marketing teams on mutual goals, driving revenue increases in line with manufacturing capacity • Coordinated and hosted employee incentive programs for Eli Lilly’s neuroscience division • Organized continuing education (CE) and non-CE programs for various pharma, technology, and retail clients Show less



Microsoft

• United States
• Software Development
• 700 & Above Employee

• Senior Marketing Specialist

  • 1997 - 1999

  Developed local strategies to increase sales of products to corporate accounts, small business customers, end users, and education markets. Responsible for building end user awareness, managing media relations, selecting community giving recipients, conducting analysis, internet marketing, and direct mail campaigns. * Central Region “Magic” Award Winner for Discovery Bus. Retrofitted school bus that brought hands-on experiences to consumer locations in Chicago, Indianapolis and Milwaukee.* Created strategy for and coordinated Senior Executive “Field Days” for Bill Gates, Steve Ballmer, Jeff Raikes and other Microsoft senior leaders. Highlights included presentations to Chicago Executives Club and Chicago Economic Club, CEO Roundtables for 40 top executives in Chicago, media activities, community giving and customer contact to close opportunities.* Partnered with NBC 5 Chicago to develop – Weekend Web. Microsoft was top contributor to this segment for the following two years. Segment remained on-air through 2009.* As district media liaison, regularly participated in on-camera, on-air and print media interviews including segments on WMAQ-TV, WGN-TV, WFLD-TV, WGN-AM, WTMX-FM, WTMJ-FM, Daily Southtown, Chicago Tribune and Milwaukee Journal.* Oversaw Community Giving and Technology Grants to expand access to computers in underserved communities throughout the district. Major projects included programs with the Shedd Aquarium, Chicago Children’s Musem, Indianapolis Children's Museum, Milwaukee Area Technical College and the Chicago Public Library. Show less

• Field Marketing Specialist II

  • 1994 - 1997

  * Recognized as Top Contributor - Q1 FY96 for Windows 95 Launch promotions. District finished first in the nation for FY 96 with 116% of quota attainment and 79% YOY growth.* Developed programs to integrate resellers, solutions providers and other third parties into marketing programs including the creation of Windows Pavilions at trade shows, seminar series featuring partners and end-user (consumer) events.* Q4 FY96 Team Selling Award for Windows NT hands-on training road show. Trained channel partners in 10 sites across three states. Led team members from multiple business functions. Secured equipment and financial sponsorships from third party partners and sponsors. Show less

• Field Marketing Specialist I

  • 1992 - 1994

  One of the first field marketing specialists hired within the organization to move marketing closer to the customer. Defined district marketing program including: objectives, strategies, target audiences, schedules, database management, cost recovery, and ROI measurement. Developed creative materials and managed logistics as well as selecting and supervising vendors and contractors. * Based on Midwest District success,the program expanded to all United States markets within 12 months.* Managed relationships with area user groups and professional organizations including development of local speaker bureau, sponsorship of key events and hands-on training activities. Show less

• Reseller Marketing Representative

  • 1990 - 1992

  Impacted sales through the channel by assisting resellers with client calls, new product training, and securing qualified reseller locations to participate in corporate promotions. *Selected to represent the Midwest District to the ASR/RMR Advisory Council within 10 months of hire in recognition of sales growth and improved relationships within a long dormant territory. October 1991



Computerland of Elmhurst

• Marketing Development Specialist

  • 1989 - 1990

  Developed business partner relationships, coordinated vendor programs, conducted seminars, produced newsletters and created marketing materials. Managed start up and course development for training facility. Developed business partner relationships, coordinated vendor programs, conducted seminars, produced newsletters and created marketing materials. Managed start up and course development for training facility.



Apple

• United States
• Computers and Electronics Manufacturing
• 700 & Above Employee

• Marketing Coordinator

  • 1986 - 1988

  Prepared and managed $100K budget for 20+ universities resulting in sales 170% of quota. Q4 FY88 Prepared and managed $100K budget for 20+ universities resulting in sales 170% of quota. Q4 FY88