VP of Marketing, Product Management

• Jul 2019 - Present

Circa is a catalyst for 21st century companies to build high-performing diverse teams based on research that shows companies want to shift from diversity as a program to diversity as a business strategy. Driving demand gen for 40%+ of marketing sourced revenue. Developing vision and implementing strategy for product management to help businesses transform their workplaces through diversity. Circa is a catalyst for 21st century companies to build high-performing diverse teams based on research that shows companies want to shift from diversity as a program to diversity as a business strategy. Driving demand gen for 40%+ of marketing sourced revenue. Developing vision and implementing strategy for product management to help businesses transform their workplaces through diversity.

Member

• Feb 2023 - Present

Exec Member

• Sep 2022 - Present

Membership organization for product marketing leaders. 100s of hours of product marketing content, templates, webinars, as well as coaching, mentorship and more. Membership organization for product marketing leaders. 100s of hours of product marketing content, templates, webinars, as well as coaching, mentorship and more.

Director of Product Marketing, Acute

• Nov 2018 - Jul 2019

Relias helps healthcare organizations use personalize learning to reduce variations in care and identify knowledge gaps to improve performance. • Developed account-based marketing plan and demand generation for B2B acute healthcare enterprise sales teams and annual marketing plans for 13 ecommerce sites; email marketing, webinars, thought leadership, newsletters, trade shows, collateral, social media, digital advertising, PPC/SEO and blogs. Relias helps healthcare organizations use personalize learning to reduce variations in care and identify knowledge gaps to improve performance. • Developed account-based marketing plan and demand generation for B2B acute healthcare enterprise sales teams and annual marketing plans for 13 ecommerce sites; email marketing, webinars, thought leadership, newsletters, trade shows, collateral, social media, digital advertising, PPC/SEO and blogs.

Director of Marketing, Healthcare

• Mar 2016 - Nov 2018

Empowering customers to enhance workforces, manage compliance and advance careers through technology-based personal learning. • Managed four direct reports and was responsible for defining and executing the marketing plan for the healthcare business unit. Worked directly with the VP of Product Marketing, Business Unit Leads, Product Management, Sales Leadership and select third-party partners to execute revenue generating programs with associated tactics and measurement of results.• Led the development of buyer personas and six-month rolling plans for key segments, creating integrated marketing campaigns with email, nurturing programs, thought leadership webinars, whitepapers, eBooks, infographics, social media, blogs, 50+ trade shows and collateral. Salesforce campaigns drove more than 400 leads monthly.• Managed demand generation and budget for acute, post-acute and EMS segments to drive leads for 30% of new revenue from enterprise and inside sales teams.• Collaborated with Business Unit Leads, Product Management, and Sales Leadership holding Quarterly Business Reviews to provide analysis for all campaigns for effectiveness and return on investment (ROI). Exceeded overall lead goal by 8%.• Led product marketing team for 13 retail/ecommerce sites (multiple platforms and LMS) by creating annual product marketing plans to launch campaigns and promotions for all entities.• Launched new products to capture additional market opportunities; tiger teams focused activities on highest-producing products, retail sites and target audiences, along with testing and revising concepts, exceeded revenue goals by 5-25%.• Developed strategic partnerships and executed marketing plans to drive engagement and revenue.

Director Of Brand Management

• Jul 2015 - Mar 2016

• Partnered with VP Brand Marketing to re-fresh corporate brand and build brand awareness. Created process for and developed a corporate value proposition. Tested and developed overall value proposition, brand messaging, tone and style through a series of internal interviews and focus groups.• Embedded brand identity in the launch of a new website, videos, style guide and marketing templates, which supported product marketing activities for the company's main corporate site and three verticals.

Senior Corporate Communications Manager

• Feb 2013 - Jun 2015

John Wiley and Sons, formerly Deltak Develops digital education, learning, assessment, and certification solutions to help universities, businesses, and individuals move between education and employment and achieve their ambitions. Charged with outreach to Fortune 500 and large businesses within healthcare, technology, government and engineering segments to promote software solutions. • Developed and implemented marketing strategy, budget and creative direction for marketing assets while incorporating systems to properly represent and re-position brand. • Oversaw agency selection, advertising programs and resources for the corporate sales team. • Worked with stakeholders to establish key performance indicators (KPIs), oversee performance metrics, and use data to optimize existing programs and develop funding proposals for future activities. Successfully achieved goal of 300+ annual student enrollments. • Established relationships with tuition management partners to deploy marketing plans for online programs for 20 universities to partner audiences.

Brand Management and Marketing Director

• Nov 2012 - Feb 2013

MCA Corporation is a leader in the housewares industry for valued retail partners, offering strong brands such as Magic Chef, that provide trust, value and performance without compromise. - Development of brand strategy and value proposition for Magic Chef. - Design and implementation among cross functional teams of new product packaging for Magic Chef small appliances. Developed growth strategy for Magic Chef small appliance product line, manufactured by Jarden. MCA Corporation is a leader in the housewares industry for valued retail partners, offering strong brands such as Magic Chef, that provide trust, value and performance without compromise. - Development of brand strategy and value proposition for Magic Chef. - Design and implementation among cross functional teams of new product packaging for Magic Chef small appliances. Developed growth strategy for Magic Chef small appliance product line, manufactured by Jarden.

Director of Sales Development, Marketing and Merchandising

• Sep 2007 - Nov 2012

A leading integrated retailer focused on seamlessly connecting the digital and physical shopping experiences to serve members - wherever, whenever and however they want to shop. Worked in the Commercial Division and managed a team of nine direct reports, oversaw sales development, marketing and merchandising strategy, plan and results to help drive $450MM revenue in products and services for business unit to enterprise clients and small-to-medium sized businesses within healthcare, education, real estate and hospitality industries. Created and implemented go-to-market strategy, expanded product categories and identified 10,000 top selling SKU’s. Managed $3MM budget. Established value proposition, messaging, annual media plan, and managed trade shows. • Generated 10% in incremental top-line revenue amidst economic downturn by researching and identifying new market segments (hospitality, education and healthcare) to penetrate with existing and new product categories. Collaborated with segment leads to identify target audience and key products, create buyer personas, establish product pricing, go-to-market strategy and brand messaging for segment and product launch. Launched and trained sales team on six new products categories. • Implemented proprietary custom marketing tool to provide 200+ sales team with variable data collateral materials, HTML emails and landing pages, giving the team the ability to instantly create tailored collateral for client presentations. Partnered with cross-functional teams of inventory management, operations, product management, credit, engineering, sales and logistics to facilitate launch and troubleshoot product quality issues. • Led six-month brand development and launch of Sears Commercial Pro, a new second-look credit product, helping 95% of clients who applied, receive credit.

Franchise Owner/Consultant

• May 2004 - Sep 2007

Franchise Owner - iSold it on eBay Founded, opened and oversaw all operations, human resources (HR), recruiting, hiring, marketing, customer service and P&L responsibilities for both entities. Managed 5 direct reports. Consulting company that provides marketing services to legal, real estate and franchise entities. Franchise Owner - iSold it on eBay Founded, opened and oversaw all operations, human resources (HR), recruiting, hiring, marketing, customer service and P&L responsibilities for both entities. Managed 5 direct reports. Consulting company that provides marketing services to legal, real estate and franchise entities.

Marketing Manager

• 2000 - 2004

One of the nation’s leading home building companies; also offering mortgage, title and insurance services. With 5 direct reports, supported all lines of operations including: sales, land acquisition, product, finance, design, architectural services and construction; managing marketing and merchandising activities for $180MM division of Fortune 500 corporation with a $3MM+ budget. • Successfully grew top line revenue, helped build customer loyalty to 95% rating, and reduced and controlled costs through cost-effective and ROI solutions and implementations. • Created an alternative product solution to overcome municipal approval standstill, develop land and drive shareholder revenue. - Collaborated with cross-functional teams to design new lower-priced product and expand market reach. - Marketing efforts for the inaugural product launch generated a waiting list of 400 people, 50 sales and $4M+ in revenue opening weekend. - Introduced product in additional locations, becoming the best-selling product in the Chicago area for four subsequent years • Established new processes and option training for consultants, which increased new-home option revenue by 25%. Through option optimization, reduced design center space costs by 40%. • Pioneered & implemented Concierge Program into website to generate traffic through marketing, automated emails & follow-up programs. Hired & trained Concierge Manager on how to efficiently approach clients’ inquiries through system. • Researched & analyzed competitive landscape for land acquisitions, models and option selections for homes.