Customer Service Sales

Christine Dobday

Washington, DC ***** 202-***-**** ( *******@*****.***

EXECUTIVE PROFILE: Business Acumen ( Leadership ( Ingenuity (

Collaboration

Senior executive with marketing and program management expertise in

health, media (Internet and cable), and advertising industries with

firsthand experience and success across sectors and work cultures:

corporate and start-up businesses, Federal government and non-profit.

PROFESSIONAL EXPERIENCE

EXPERT CONSULTING: Projects included corporate positioning, Web

development, proposal writing, customer service management and partnership

development. 2009-present

U.S. DEPARTMENT OF HEALTH AND HUMAN SERVICES (HHS), Office of the

Secretary/Public Health and Science/Disease Prevention and Health

Promotion, Washington, DC and Rockville, MD

Communication Advisor/Public Affairs Specialist (Career Employee Time-

Locked Contract), 2003-2008

Directed communication and project management to promote Presidential and

HHS health initiatives focused on chronic disease and prevention

(nutrition, physical activity, preventive screenings and healthy choices).

Notable initiatives include:

. Dietary Guidelines for Americans: Project officer for HHS communication

contract for joint HHS and USDA launch and national roll-out. Developed

Request for Proposal and oversaw the contract review and award process

through deliverables: multi-targeted consumer and health professional

research, campaign materials, dissemination and evaluation. Set-up

tracking mechanism for on-going nutrition analysis adopted by HHS offices

for OMB performance metrics. Successfully proposed and secured

incremental funds. Co-authored A Healthier You: Based on Dietary

Guidelines for Americans; Business model replicated within HHS based on

successful venture with the Government Printing Office to leverage

consumer-based retail and Web outlets for government health content.

. Healthy People 2010 and 2020 National Health Objectives: Led team

coordination across HHS agencies for 2010 Mid-Course Review for Physical

Activity and Medical Product Safety objectives; and the initial 2020

Education and Communication Strategies.

. Health Innovations Education Methods: Project officer for contract

exploring new ways to target children with multi-media health programs.

Culminated in government/private sector seminar, produced and presented

report at American Public Health Association conference.

. HealthierUS, Steps to a HealthierUS, Federal Memorandums of

Understanding, and Physical Activity Guidelines: Areas of Responsibility:

Communications framework, messaging and speech writing, and strategic

alliances with business, trade associations and non-profits. Worked

across Federal departments on joint initiatives related to health,

children, physical activity and public lands and waters.

WASHINGTONPOST.NEWSWEEK INTERACTIVE (WPNI), A Washington Post Company,

Arlington, VA

Head of Marketing Department (washingtonpost.com, Washtech.com,

Newsweek.MSNBC.com, 2000-2002

Part of WPNI Senior Management Team decisions related to company business

plans and priorities to meet revenue projections and road to profitability.

Departmental responsibility for Post Web site brand positioning, local and

national multi-media marketing programs, research, customer care management

systems, and advertising agency relationships. Collaborated with editorial

and sales departments, and Post Companies to create and coordinate cross

division media campaigns, revenue-generating opportunities and

partnerships. Oversaw department during challenging company downsizing

period; operations budget and advertising valued at $30+ million; led staff

of 15. Contributed to significant site growth during 2-1/2 year and

received 1st EPpy Award nomination for washigtonpost.com. Teamed with

Washtech.com Publisher to reposition site and develop new campaign; efforts

resulted in site achieving profitability in pro-forma year two with market

position of national relevance.

DISCOVERY COMMUNICATIONS, INC., Bethesda, MD

Director of Global Marketing, Discovery Pictures, 2000

Developed marketing plans and collateral materials to generate and support

global licenses and release of Discovery large format pictures; worked with

production and business development as well as museums and commercial

distributors.

DISCOVERY COMMUNICATIONS, INC. - CONTINUED

Affiliate Marketing Director - Sales Strategy and Partnership/Promotions,

1997-1999

Core Networks: Discovery Channel, TLC, Animal Planet, Travel Channel

Developed distribution driving plans, conducted market analysis and

developed integrated marketing campaigns for cable and satellite providers

to support sales team. Proposed and partnered with Ad Sales, Education,

Media Planning and Retail units to launch new networks, increase or reverse

subscriber drop-off, and reinforce the value of established networks during

key license renewals. Led five person marketing team and directed

consultant relationships.

. Repositioned the newly acquired Travel Channel to reverse subscriber drop

off and build a 30+ million subscriber base. Achieve industry ranking of

fastest growing network. Launched a number of "firsts" for the network:

a joint consumer/affiliate sweepstakes, co-branded Web site travel

section, and customized interstitials and program introductions featuring

mayors and governors to promote state and local travel for cable

affiliates.

. Initiated, negotiated and developed American Red Cross and TLC joint

initiative, "Safety Heroes" comprised of on-air interstitials, in-school

education materials, network visibility at National Conference and local

chapter events.

THE ADVERTISING COUNCIL, Washington, DC and New York, NY

Vice President, Campaign Management, 1992-1997

Oversaw roster of 30+ multi-media PSA campaigns. Worked with a network of

national advertising agencies, a client base of Federal government agencies

and non-profits, and review boards dealing with policy issues and the

media. Led team of six account executives.

D'ARCY, MASIUS BENTON & BOWLES (acquired by holding company, Publicis

Groupe), New York, NY and Bloomfield Hills, MI

Account Supervisor, 1986-1992

Spearheaded national consumer advertising and product launches for Procter

& Gamble and Pontiac Motor Division. Accountable for $35+ million media and

production budgets.

EDUCATION AND INDUSTRY ASSOCIATION

University of Michigan-B.A. English;

. Computer and technology proficient

. Presenter at conferences on public health, technology, social marketing.

Notably: American Public Health Association (APHA), American Dietetic

Association, Society for Nutrition Education (SNE), HHS National

Prevention Summit, and requested engagements by Administration On Aging,

Government Printing Office, USDA, etc.

Recognition

. Awarded: Assistant Secretary of Health's Award: Outstanding Team

Performance- Healthy People 2010 Midcourse Review, December 6, 2007

. Awarded: Food and Drug Administration(FDA)/Center for Food Safety and

Applied Nutrition: FDA Honor Award-Group Recognition: Exceptional

Performance in Developing the Consumer Book "A Healthier You: Based on

the Dietary Guidelines for Americans," June 7, 2006

. Selected for Cable Television Association of Marketing University (CTAM),

executive education program inaugural class, Northwestern University,

1998; and American Management Association, Executive Leadership Seminar

(Discovery Networks sponsor), 1999

. Selected for American Association of Advertising Agencies, Loaned

Executive (Government Relations) Program, Washington, DC, 1989.

Dobday - Page 2 of 2

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