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Company Marketing

7005, United States
March 28, 2011

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Susan McGowan

* ******** ****, ******* ***., New Jersey 07005


Summary of Qualifications:

Marketing communications leader with diversified global B to B and B to C

experience in public relations, social media, internal communications,

corporate philanthropy, and cause marketing. Collaborative, results

oriented, team player excels in a fast paced environment. Skilled in

influencing and creating consensus among teams. Strengths in overseeing

consumer and healthcare professional marketing programs that generate

positive awareness and help drive revenue. Industry experience in: food,

health and wellness, weight loss, travel, and consumer electronics.

Nutrisystem, Inc. (NASDAQ: NTRI)

February 09 to March 11

Senior Director of Public Relations

. Provided strategic ongoing external communications, media relations,

corporate communications, social media, and crisis communications

direction, and ensured compliance with U.S. SEC disclosure and

communication guidelines of public companies. Managed an internal

staff and multiple outside agencies; as well as a budget of over $1

million. Was the primary company spokesperson for day-to-day media

inquiries as well as during crisis situations.

. Increased media impressions 100% year-over-year and share-of-voice by

50% by positioning Nutrisystem as a credible resource for the media

and proactively generating new story angles.

. Managed publicity outreach of company's celebrity spokespeople

including: Dan Marino, Marie Osmond, Don Shula, Chris Berman, Belinda

Carlisle, Angie Everhart, Charlie Manuel and others. Generated story

ideas that consistently exceeded coverage goals in national broadcast,

print, radio and online outlets.

. Led the external outreach to the healthcare professional industry with

the launch of Nutrisystem D, the company's first product for people

with Type 2 diabetes. Managed the promotion to the media of the

company's first published clinical research study on weight loss

results for people with Type 2 diabetes when using proportion-

controlled meals. Launch of new program generated an immediate 30%

increase in call volume in the first week.

. Managed the development and launch of the Nutrisystem Diet Index, the

company's first national health and lifestyle survey created to

generate media awareness. Achieved over 20 million media impressions

including a front page story in USA Today.

. Developed the company's first social media initiative, the Nutrisystem

Nation blogger relations program. Results included the creation of a

community of online brand ambassadors and exposure on top influencer

blogs as well as Facebook, Twitter and YouTube. Program reaches 3M

viewers each month.

. Drove consensus among departments to establish a partnership with the

American Diabetes Association, and the Stop Diabetes program,

resulting in the company's first national cause marketing campaign.

Managing the communication development across all channels that

resulted in a more than 20% increase in direct customer response. Day-

to-day company liaison with the American Diabetes Association.

. Created the company's first shared author corporate blog - Responsible for moderating blog comments and

generating responses, editorial calendar, and content development.

. Member of cross functional team that led the creation of N-ABL - the

Nutrisystem Alliance for Better Living, the company's first corporate

fundraising foundation. Wrote bylaws and execution plan.

. Managed the company's cause marketing initiatives and created and

executed a strategic plan for companywide corporate social

responsibility that includes partnerships with Feeding America, The

American Association of Diabetes Educators, and Women Heart.

Represented the company at numerous healthcare and association events

and conferences.

. Developed a companywide media and crisis communications plan.

Wyndham Worldwide (NYSE: WYN) - Group RCI May 07 to November


Vice President of Global Public Relations

. Provided strategic external communications and public relations

direction for 6 global communication teams, managing 27 hospitality

brands, operating on 5 continents in support of Group RCI, the world's

leading timeshare and vacation rental company, and part of Wyndham

Worldwide (NYSE: WYN).

. Created policies and procedures to ensure compliance with U.S. SEC

disclosure guidelines. Developed a companywide media / crisis plan and

trained global communicators.

. Redesigned the external communication platform of the newly formed

Group RCI subsidiary of Wyndham Worldwide to more effectively

communicate as a major contributor of 30% of the annual revenue of

Wyndham Worldwide, from previous revenues of less than 10% when the

company was part of Cendant.

. Increased media coverage of Group RCI by nearly 50% vs. prior years.

. Drove consensus among communications teams on 5 continents to

establish Christel House International as the company's global charity

of choice. Successfully created and executed a strategic plan for

company-wide corporate social responsibility that included the

company's first global-fundraising program. Achieved more than 2M

positive media impressions and $100K in worldwide donations. Oversaw

the development of the company's first website promoting corporate

social responsibility.

. Successfully developed and executed the public relations launch of

Endless Vacation Rentals ( as the company's first b-to-c

North American vacation rental website. Generated more than 1M media

impressions, including USA Today and The Wall Street Journal.

Avis Budget Group, Inc. (NYSE: CAR) Parsippany, New Jersey 2002 to


Director of Public Relations and External Communications

. Directed the external media communications strategy and activities for

two of the worlds best known car rental brands; Avis and Budget, for all

of North America, the Caribbean, Latin America, New Zealand and Australia.

. Coordinated the communications as the company transitioned to a stand-

alone publicly traded company, (NYSE: CAR) that was formed when Cendant

divested into four individual companies. Increased media impressions 25%.

. Managed campaigns with major consumer companies such as Motorola - when

Avis launched its first cell-phone based GPS system; and the Avis and

Crest (Colgate Palmolive) toiletry giveaway which generated 100M media

impressions and was voted one of the Top Ten PR campaigns by Brandweek

Magazine in 2006.

. Managed national partnerships with The Make A Wish Foundation, National

Geographic Society, After School All Stars and UPromise, as well as

sponsorships of New York Yankees, and ING New York Marathon.

. Received 2003 Marketing Employee of the Year award from senior


Toshiba America Consumer Products, Totowa, New Jersey 1992 to


Director of Marketing Communications

. Managed advertising, public relations, tradeshows, internet, sports

sponsorships and budget management. Directed a department of 5, and 6

outside agencies, with a budget of over $5M. Company spokesperson.

. Directed the national launch of DVD video players with a budget of

$50M.This product became the fastest growing consumer product in Toshiba

America history. Managed national sales meeting for 600+ attendees as well

as the company's sports sponsorships: The Toshiba Tennis Classic and The

Toshiba Golf Classic.

Education: Fairleigh Dickinson University, Madison, New Jersey - Master's

Degree in Corporate Communications;

Rutgers University - Bachelor of Science in Marketing

Affiliations: Member of the Executive Community Outreach Board of the

American Diabetes Association, Philadelphia area; Past member of the

marketing board of The Boys and Girls Club of New Jersey; and

Member of Public Relations Society of America

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