Friends (1)

Carol Burke

Freelance Blog Writer & Internet Marketer

Location:Solana Beach, California, United States
2 Skills
Marketing/Communications Executive
Award-winning strategic marketing, branding and communications professional with 15+ years of experience leading multi-brand marketing and corporate communications for leading companies and nonprofit organizations across diverse industries
Areas of Expertise
Branding, Corporate Identity and Product Positioning
New Product Launch & Planning
Marketing Strategy and Campaign Management
High-profile & Internal Communications and Media Relations ? Internet and e-communications Strategy
Social Media and Mobile Marketing
Web and Print Content and Project Development
Editorial Planning, Content Development and Publication Management
Corporate Professional Experience
LARGE HEALTHCARE COMPANY – San Diego, CA, 1/2001 to Present
Nation’s Largest Healthcare Staffing & Workforce Solutions Company
Senior Director, Marketing & Communications
Manage corporate and client marketing programs across multiple brands, divisions and company franchises. Oversee communications, creative and internet marketing teams and supply/demand initiatives. Manage multi-million dollar budget and direct 11 internal and 13 freelance team members across various functions. Provide strategic oversight, channel management, brand communications, leadership, corporate positioning, product launches, advertising, sales collateral, e-mail and database marketing, business development and new program marketing.
Other positions held at Company: Director of Internet Marketing & Communications, Editorial Director
Selected Accomplishments:
Leader of web site product launches and ongoing internet marketing for 25+ web sites, which facilitates 60% of new business prospects and applicants for AMN and currently reaches 300,000+ unique visitors each month.
Designed and developed company’s first community-based corporate Intranet. Features include: division and department templates; interactive tools (profiles, wikis, blogs, RSS feeds); robust sales tool library and the development of cross-departmental editorial team.
Formed AMN public and media relations program: Championed board approval for company’s external review process and media/public relations program; created AMN PR/Communications Council; developed key company communications and messaging strategy.
Created strategic roadmap for social media, which included design and launch of social networking site for nurses in 2008, with 300% growth year over year; created company-wide social media policy; formed social media tracking and response program; published articles and speaking engagements on social media in healthcare; implemented SMS mobile marketing program for healthcare professionals and mobile applications; speaking engagements and published articles on social media; publication of social media research study on healthcare professionals’ use of social media.
Incorporated department-training and change management processes for content management solutions, analytics programs, lead tracking, search engine marketing and project management.
Developed and launched integrated, multi-channel print, web and direct marketing campaigns, significantly increasing qualified sales leads and keeping the company competitive in the marketplace.
Marketing Product leader supporting sales divisions and franchise operations, through planning, communications, presentations, proposals and sales materials. Successfully enhanced sales representatives’ understanding of complex product features and helped them represent the brand and company services to sell more effectively and extend the value to AMN customers.
Team leader for external communications and marketing projects during acquisitions and integration projects.

GEMOLOGICAL INSTITUTE OF AMERICA – Carlsbad, CA, 5/1997 to 1/2001
Non-profit Institute of Gemology Education, Research and Laboratory Services
Communications Manager/Managing Editor
Designed and delivered on marketing, communications and public relations strategies, programs and collateral material for the Institute’s Development team and Alumni department. Also managed team of journalists, the Institute’s publication process as well as the school’s online content management.
Selected Accomplishments:
Developed and implemented new products, communications, marketing plans and programs for Institute growth and constituency education.
Supported alumni in their efforts to market independent and corporate gem and jewelry operations across the country and internationally.
Created robust Internet news magazines and content management process, extending customer communication online; and providing education, alumni and sales materials to independent operators.
Responsible for online and print publications, highlighting the development and alumni activities for the nonprofit Gemological Institute, including the award-winning Loupe and Loupe Online, premiere news vehicles for the jewelry and gemological industry.
Key to development of communications and collateral for new business development, capital campaigns, treasured gifts and annual giving programs.
Developed communications for Institute President and other executives.
Served as interim Communications Director

WESTERN STATES WEEKLIES – San Diego, CA, 1/1995 to 5/1997
Privately-owned community newspaper group and distribution company
Senior Editor
Senior editorial position, providing business management and editorial planning, team leadership and production oversight for five weekly newspapers in Southern California.
Selected Accomplishments:
Oversight of editorial calendar, editorial assignments, publication layout and pagination, advertising placement and content review.
Directed team of internal staff and freelance writers; final reviewer of all publication content and advertisements.
Developed company’s first online publication and advertising opportunities.
Served as community liaison.
Interim publisher during publisher leave of absence
NAVAL STATION PEARL HARBOR – Pearl Harbor, Hawaii, 5/1991 to 11/1992
U.S. Navy Morale, Welfare & Recreation Department; Base Public Affairs Office
Public Affairs
Responsible for coordinating the internal and external public affairs programs for the naval base MWR programs as well as supporting base public affairs officer.
Selected Accomplishments:
Executive committee publicity chair for annual fundraising campaigns, special events; helped raise more than $100,000 for Navy families in Hawaii.
Year-round publicity, media relations contact: Created media and public relations campaigns, public relations campaigns, served as media contact for events and base news, developed media tracking and management reports.
Developed award-winning event magazines, TV and radio scripts, print advertisements and other campaign materials.
Section editor for the Hawaii Navy News.
Directed team of internal staff and freelance writers.

MBA 2011
Honor Society: Delta Mu Delta

Bachelor of Arts Degree 1994
Major: Journalism l Minor: Management, Marketing

Professional Affiliations/Organizations
• President, Healthcare Communicators of San Diego, 2004, 2005
• Vice President, Healthcare Communicators of San Diego, 2003, 2004
• Judge, Online Marketing Association Web Awards, 2005 - 2011
• Member, Public Relations Society of America, San Diego Chapter
• Member, American Marketing Association, San Diego Chapter
Other Training
• Certified in Social Media Marketing, Direct Marketing Association, 2010
• Stanford Publishing on the Web Program
• Ken Blanchard’s Situational Leadership for Supervisors
• UCSD Search Engine Bootcamp
• Two-day Media Training Workshop through MediaWorks
• Online Marketing Summit 2007 - 2010
• American Marketing Association: New Media Technologies
• Health Leaders Online: Marketing to Hospital Executives
• Ragan Communications New Media Conference 2007, 2008 2009

Communications: President’s Circle Award, AMN Healthcare, Marketing, 2010
Award for Continuous Improvement, AMN Healthcare, October 2010
San Diego Healthcare Communicator of the Year, San Diego HCC, Awarded April 2010
President’s Circle Award, AMN Healthcare, Marketing, 2008 – 2009
Society of Professional Journalists, 1st Place, Online News Organization, 2005 – 2009
Sigma Theta Tau Pinnacle Award, NurseZone Magazine, 2003

Web/Interactive: e-Healthcare Leadership Award,, 2008 – 2009
Healthcare Communicators of San Diego Gold Award, Web sites,, 2008-2009
American Staffing Association Communications Award National Class, Company Web site, Specialty Advertising & Direct Mail Campaigns, 2002, 2003
Skills (2) Rating
Blog Writing
Internet Marketing