Experience

Plural Publishing, Inc.

• United States
• Book and Periodical Publishing
• 1 - 100 Employee

• Director of Marketing

  • Nov 2012 - Present

  Created integrated marketing strategy at independent Higher Education book publisher, achieving 32% growth over three-year period by developing digital marketing channels to drive direct sales, establishing corporate brand messaging, and building relationships with channel partners. • Developed business case for digital book product line by conducting customer research and competitive analysis; identifying, evaluating and negotiating terms with 3rd party platform vendors in order to implement a strategic plan for introducing a digital book offering to a previously print-based business. • Identified inefficiencies in existing email marketing program and introduced a new digital marketing platform with automation and demand generation capabilities, improved deliverability, metrics and reporting functionality, and CRM integration, which resulted in time and cost savings. • Introduced a channel marketing and sales process that targeted specific market segments on a product level, moving customers through the sales funnel from lead to closed sale, gaining market share for key products, and supporting the business with more accurate sales forecast, inventory assessment and customer feedback. • Built and managed successful marketing and sales team based on business needs, establishing roles and responsibilities, setting and monitoring performance goals, and managing development of direct reports. Show less



Elsevier

• Netherlands
• IT Services and IT Consulting
• 700 & Above Employee

• Marketing Manager

  • 2002 - 2012

  Designed and implemented the strategic global marketing plans for product lines in Life Science and Biomedical Research including Neuroscience, Genetics, Genomics, Stem Cells, and Biotechnology with specific emphasis on new product development and launch.• Devised go-to-market strategies for $14M pipeline of new product proposals per year, communicating value proposition, potential market size, competition, and pricing models for each, and writing and presenting marketing plans to executive management team for approval.• Devised marketing strategy for the launch of the division’s first book-to-app product, the NeuroApp, utilizing social media, video content, publicity, and search engine marketing to interest and engage our customer community and drive inbound traffic, resulting in 10% conversion of book purchasers to paid download within the first month of launch.• Responsible for conversion of print to ebook purchasing behavior, including roll-out of multi-channel end-user campaigns, profiling customer types in order to target with usage or purchase recommendation messaging.• Translated strategic initiative to acquire new product content into an innovative multimedia campaign that combined testimonials by key influencers with benefits to the end-user and specific call-to-action to “Write for Elsevier”. • Communicated new product information to global sales force, translating technical information into channel specific messaging, including presentation of deep-dive analysis of specific product lines at yearly sales conference, and creating training materials for new product launches.• Developed detailed customer personas based on pragmatic marketing techniques including job shadowing, focus group research, and one-on-one interviews to more effectively target and message specific customer groups. Show less

• Promotions Manager

  • 2001 - 2002

  Executed promotional tactics including direct mail, advertising, digital marketing, and trade show exhibiting supporting a $17M life science book program on a $300K marketing budget.• Transitioned marketing campaigns from primarily print-based direct mail and advertising, to more cost-effective and measurable digital promotions including email, banner ad and search engine optimization techniques.• Organized exhibit attendance at key trade shows, to achieve product sales goals, corporate branding messages, and customer opt-in list targets.• Collaborated across business units to maximize cross-promotional opportunities, resulting in reduced costs and improved product visibility and corporate branding. Show less



Singular Thomson Learning

• Developmental Editor

  • 2000 - 2001

  Developed over $1M in new products, acting as liaison to authors, vendors, production, marketing, and sales departments. • Prepared competitive analysis for 4 separate subject areas for company’s yearly strategic plan and wrote section of report based on extensive research on leading competitors and products.

• Assistant Editor

  • 1998 - 2000

  Participated in activities vital to acquisition of new products, obtaining market reviews of proposals, maintaining written and verbal communication with new and potential authors, and conducting market research.



Singular Publishing

• United States
• Book and Periodical Publishing

• Editorial Assistant

  • 1997 - 1998

  Supported editorial department with acquisitions activities including correspondence with authors, preparing contracts, and tracking projects from inception to production. Supported editorial department with acquisitions activities including correspondence with authors, preparing contracts, and tracking projects from inception to production.