Marketing Communications Manager
Baesman (May 2012 -- present) Columbus, Ohio
Responsible for the strategic direction and execution of all internal and external communications. Develops and manages online content, including corporate internet and intranet websites, blogs, social media, newsletters, brochures, sales collateral, product sheets, white papers, case studies, signage, Powerpoint presentations, and advertisements. Develop and execute SEO and keyword search strategies. Recommends and implements communication vehicles and technologies to engage with various audiences. Assists in identifying and developing CRM plans. Develops and executes fully-integrated demand generation campaigns.
Manager, Marketing & Communications
Avizent (Sept 2006 – April 2008) Columbus, Ohio
Responsible for reviewing monthly P&L statements and general ledger, and reporting concerns to executive management. Managed national & Ohio marketing programs and projects, including: print and electronic advertising, sales collateral, tradeshow exhibits, direct mail, websites, press releases, client user conferences, and corporate event planning, promotional giveaways and logowear, etc., to support new sales development and client expansion. Responsible for implementing various corporate events and communications campaigns, including associate wellness programs, annual charitable fund-raising program, and 2 annual employee appreciation events. Led and coached staff of 5. Led a cross-departmental committee to improve Goldmine CRM database organization & reporting.
•Developed, implemented and monitored $400,000 annual marketing and communications budget, executed within 5% variance.
•Created detailed project plan/timeline and led project team in successful re-design and re-launch of company’s intranet website. Previously, project had stalled for 2 years. Website overhaul included content re-write, graphic updates, branding and sub-branding management, and content manager training, and project communication plan.
•Partnered with senior management to develop and execute detailed project plan/timeline for new brand/identity rollout in Spring 2008, including re-design of all print and electronic collateral and operations documents, exhibit booths, etc.
•Initiated new phone blast media vehicle to reach clients with key corporate messages, previously sent via direct mail. Result: Net cost savings of $0.75 per client, per communication, total annual net cost savings of approximately $38,000.
•Initiated, researched, and recommended new email blast media vehicle to reach clients with key corporate messages, previously sent via direct mail. Result: Net cost savings of $1.45 per client, per communication in postage/printing, total annual net cost savings of $105,000.
Unifund CCR Partners (Oct 2003 – May 2006) Cincinnati, Ohio
Successfully launched company’s first ever Marketing Department. Managed $300,000 annual marketing budget, wthin 2–2.5% variance. Managed all aspects of 3 custom-built exhibit booths. Coordinated 55+ exhibit events per year, managed vendor relationships, coordinated coast-to-coast logistics, arranged union labor, analyzed contracts and reviewed quotes, developed signage, created customized sales collateral. Coordinated projects through outside vendors/agencies: website redesign, tradeshow services, exhibit design/development, direct mail fulfillment, commercial printing, promotional items. Implemented direct mail program: artwork design, mailing list preparation, and coordination with outside fulfillment vendor to execute 60+ targeted mailers to 85,000+ recipients annually. Developed monthly sales/marketing reports for executive management re: sales & marketing effectiveness, ROI on marketing dollars, tracking origin sources of new customers, etc. Obtained tradeshow speaking engagements for both CEO and Director of Sales. Trained new sales reps on department operations and procedures, including database usage and policies/procedures.
•Wrote 1,500-word article on Future Home Liens product, published in March 2006 issue of REO Magazine. Goal was to penetrate the real estate industry, a non-traditional customer segment. Article placement resulted in 9 new customers totaling $210,000 in initial purchase sales revenue.
•Maintained and mined internal database to obtain lead lists for sales force, and mailing lists for direct mail campaigns. Improved database accuracy from 40% to 85% over a 1.5 year period.
•Marketing activities contributed to a 58% growth in total customer base within 22 months.
•Served as project manager for full website redesign, developing site concept and managing/edited work performed by contracted web design agency and freelance writer.
Senior Communications Specialist
Great American Financial Resources, Inc. (Dec 2000 – Oct 2003) Cincinnati, Ohio
Managed the production of numerous print & electronic projects simultaneously, all at various stages, including: brochures, rate books, national trade magazine advertisements, marketing collateral, training manuals, field bulletins, agent-recruitment pieces, newsletters, sales concept fliers, product guides, & sales incentive promotions/contests. Worked extensively with senior management in Sales, Product Development, Underwriting and New Business departments, as well as other key internal managers, to develop marketing communications collateral for field agents & consumers. Created materials, for internal & external audiences, in support of Life & Annuity Division’s overall marketing/branding objectives. Researched, wrote, revised materials to improve internal processes & increase sales. Responsible for website content, daily review and maintenance, and overall development of both public & agent-secured web sites, while working closely w/ Field Technology department. Developed communications rollout plan and participated in promotional campaign activities for company’s new universal life insurance product launch. Served on Product Implementation Committee, a high-level cross-department team that planned/ implemented all new product rollouts. Assisted in managing daily priorities for 2 graphic designers.
•Developed industry's first-ever point-of-sale presentation kit for agents in the 403(b) market, which resulted in an increase of $8 million in new premiums over a 2-quarter period. (Original goal for the marketing piece was $2 million during first 6 months.)
•Worked with Vice President of Sales to develop and launch relationship management and recurring e-mail target marketing campaigns.
•Served as project manager, selecting training software vendor and developing content of training presentation for company’s new e-Conference initiative, a monthly online seminar to more efficiently train agents on current products and introduce new products.
Marketing Manager & Editor
American Conference of Governmental Industrial Hygienists (Sept 1994 -- Sept 1998) Cincinnati, Ohio