Lisa M Roman

**** *** **** ****, ******* FL ***19 Home: 407-***-**** Cell: 407-803-

**** *****: abia3r@r.postjobfree.com

Linked In: www.linkedin.com/in/lisaroman Looking to Relocate.

Will relocate at own expense.

SUMMARY

Upstream and downstream marketing professional seeking to pursue my passion

for managing the entire marketing operation of a product or service from

inception to final distribution and communicate value to prospects and

customers. Certified in Product Management and Product Marketing.

Seeking a position with a strong company for long-term commitment.

PROFESSIONAL PROFILE

Self-starter with strong project management skills. Consistently striving

for optimal performance. Proven ability to manage key account relationships

and large-scale projects. Proficient computer skills - Microsoft Word,

Excel, PowerPoint, Outlook, Access, Quark Xpress, Adobe Acrobat

Professional (PDF), Photoshop, Illustrator, InDesign, Salesforce and

Marketo.

( Trained & Certified in Product Management ( Webinars,

Social Media and SEO Optimization

( Inbound Marketing and Market Automation ( Innovative &

Creative

( Database marketing and Email Marketing ( Global Sales

Support

( Selling in the OR & Pharmaceutical Experience ( Strong

organizational and analytical skills

( Successful Event Planner ( Online Marketing,

Direct Mail, ROI & Research

. Developed launch plans that included distributor and surgeon

training including marketing materials such as video,

brochures, webinars, data sheets and market plan

PROFESSIONAL EXPERIENCE

CollaborateMD, Healthcare Information Technology Company that specializes

in Internet based Practice Management

Marketing Manager, reports to the Chief Executive Officer and manage two

direct reports

January 2010 - October 2010 (Reason for Leaving: Change in Management -

Entire Marketing Department )

Achievements:

Monitoring market performance, competitor reactions, customer responses

in order to develop short term and long term plan to maximize results.

In response to internal analysis, developed a reactive and proactive plan

to improve communication and processes within departments and a customer

retention plan to reduce customers leaving. This resulted in improved

response time to fix outstanding issues, reduced incoming cases, and

improved communication with the customer. Quickly able to establish

credibility and trust with the team. Developed a strategic marketing

plan and developed new sales tools. Creating a marketing plan and brand

standards guide. Improved the customer experience and web site

conversion rates by redesigning website for SEO optimization to improve

organic traffic, easier navigation for the visitor and better calls to

actions for conversion. Developing key metrics for quantifying success.

Developing and managing marketing budget. Developed a short term

marketing plan that improved the planning and execution of sales

campaigns. Managed a marketing automation platform for lead nurturing

using Marketo. Developed a e-marketing program (social media, videos,

webinars, etc). Quickly digested technical and product information in

order to create relevant marketing materials for various departments.

Worked in conjunction with engineering team with product launches and

release notes to customers. Built a program to support medical billing

companies in their growth and market their business. Consistently

researched competitors and customers to improve our products. Assisted

the company to evolve in delivering an integrated solution for the small

physician practice.

GENICON, Minimally Invasive Surgical Products, Distribution in 32 Countries

Global Marketing Manager, reports to Chief Executive Officer and manage 4

direct reports

April 2008 - February 2009 (Reason for Leaving: Company laid off 50% of

employees )

Achievements:

Developed a market driven infrastructure and supported the U.S and

International markets. Developed an overall budget for success. Defined

product strategy, roadmap and product launch plan. Developed and

executed marketing plan. Optimized database and CRM system to improve

evaluation and report measurement on ROI of marketing and sales

activities. Increased lead generation by 45% for direct mail and email

marketing campaigns. Improved tradeshow presence and increased booth

traffic by 33%. Developed sales training materials and interactive sales

training process that reduced travel costs and improved product knowledge

by 50%. Improved customer service communications and created the

"Customer Experience". Improved SEO and increased website traffic by 30%

and lead conversions to 50%. Managed the creative development and

execution process for all projects. Worked with European partner to

develop a communications plan for product sales expansion. Successfully

implemented a product lead campaign, which resulted in a 35% increase in

sales for the product line.

Responsibilities:

Responsible for developing and driving the strategic marketing plan to

optimize brand awareness, increase lead generation and sales.

Collaborated with sales, engineering, manufacturing, and operations to

develop and provide product definitions responsive to customer needs and

market opportunities. Provided feedback to engineering on technical and

quality issues as well as future product modifications for potential

market opportunities. Consistently assessed current markets and planned

product life cycle, developed product strategies, competitive comparisons

and defined promotional activities. Participated in the overall product

strategy, research and development requirements, development, and

manufacturing coordination for new and emerging products. Developed

detailed launch plans for new and/or improved products including

introduction training, field sales and distributor training, Work closely

with direct and indirect sales in developing programs and cross portfolio

strategies to increase awareness and promote product sales. Researched

and identified key markets for future products while also providing sales

and marketing support for existing products. Managed marketing projects

within agreed budgets and maintained and evaluated return for such

projects. Lead representation at major tradeshows and attended industry

events to increase brand awareness with customers and prospective

customers. Successfully presented programs and services through large

presentations and small focus groups. Developed and executed product

marketing programs, including promotions, collateral, trade shows,

advertising materials, press releases, CD-ROMS, video, and live

demonstrations for sales representatives. Developed and managed online

marketing including: SEO, project management, website modification,

portal development, and email marketing campaigns.

Centex Destination Properties (Centex), Orlando, FL

Marketing Manager, reports to Vice President of Sales & Marketing and one

direct report to me.

April 2005 - April 2008 (Reason for Leaving - Divisions Across the US

Closed Down)

Achievements:

Developed a marketing work flow process/approvals and improved

efficiency by 50%. Strong ability in translating the needs of the

sales team and turn vision to reality. Performed dramatic redo of a

previous team member's project to create an outstanding community video.

"The best community video I have seen!" direct quote from the Division

President. Managed and executed excellent sales training meetings,

sales events and community launches as indicated by executive team and

sales executives. Proven ability to turn executive team vision into

executable clear marketing messages. Created direct mail pieces that

increased lead generation by 15%. Through the use of marketing

analytics and ROI performance metrics, I reassessed and reallocated

marketing spending from 100% mass marketing to 50% direct targeted

marketing and other focused initiatives such as Internet marketing.

Managed redesign of websites and improved conversions by 138% and

organic traffic by 30%.

Responsibilities:

Managed budget of over $6 million including reporting and invoice

tracking. Developed and executed short-term and long-term strategic

marketing plans for five communities for their respective market

segments from concept to launch. Developed written plans outlining the

launch process, present plans to senior management for approval, and

track actual unit sales. Met with sales team on a regular basis to

review lead quality, win/loss records, and tracking CRM systems to

improve sales effectiveness. Collaborated with Division President, CFO,

and Executive Team members. Collaborated with legal team for

requirements on all marketing collateral. Developed media plan and

executed media buying in-house. Managed sales training events and

development of sales training tools. Managed design and production of

multiple marketing materials including brochures, advertisements,

newsletters, photo shoots, trade show materials, media kits and TV/radio

promotions. Managed heavy direct mail and utilized data analysis

techniques to analyze conversion rates and cost of acquisition. Ensured

all projects were completed on deadline, as efficiently as possible,

with a constant service-orientation toward our internal customers.

Managed Advertising Agency, PR Agency and Marketing Coordinator.

Assisted with brand management for the entire CDP division on a national

scale.

United Medical Corporation, Orlando, FL

Marketing Coordinator

September 2003 - February 2005 (Layoff)

Achievements:

Recognized by Executive Team members to be very personable, highly

organized, creative, professional and ambitious.

Responsibilities:

Assisted with the planning and development of the Women's Center.

Coordinated company events and community fundraisers including "Shaq's

Mama Said Knock You Out" Celebrity Charity Event that included an all-

star list of celebrities. Designed marketing brochures in-house and

wrote press releases.

Priority Healthcare, Orlando, FL

Marketing Specialist

May 2002 - August 2003 (Reason for Leaving - Department

Reorganization/Marketing Moved to Boston - Layoff)

Achievements:

Improved communication between sales & marketing by 50%. Generated 30%

more revenue in catalog ad sales and sponsorship programs. Completed an

8-month project in 4 months. Created executive sales presentation kit

under tight deadline, this resulted in being implemented as standard

sales tool and designed in-house marketing sales tools. Successful

event planning.

Responsibilities:

Worked strategically with Sales and Account Management across all

divisions to manage relationships, win new business and retain existing

clients. Served as a resource to the payer and physician sales and

account management teams for project implementation and tactical project

execution for key deliverables including quarterly materials, finalist

presentations, trade shows/meetings and material fulfillment. Absolute

ownership for the production/traffic process. Ensured all projects were

completed on deadline, as efficiently as possible, with a constant

service-orientation toward our internal customers. Managed the

strategic marketing plan for all printed pieces, including catalogs,

flyers, manuals, signs, photography and special projects. Developed and

managed direct mail, fax blasts and email campaign to Physicians.

Assisted in the writing of all marketing communications that reach our

external customers, and ensure the quality and consistency of our

message throughout. Managed sales training events for outside and

inside sales executives. Executed 10-20 trade shows and 6-8 corporate

meetings annually to increase corporate awareness among industry

partners.

Medtronic Sofamor Danek, Orlando, FL

Sales Office Manager

May 2001 - April 2002

Achievements:

Resolved $2 million credit collection for three hospitals. Improved

relationships with key opinion leaders and administrators. Strong

project management skills improved sales and office efficiency by 50%.

Designed electronic presentations for individual sales executives.

Responsibilities:

Managed $16 million territory-satellite office for Medtronic Spine

division. Provided support to sales staff and responsible for

monitoring inventory level of medical devices for surgeries. Tracked

asset management scores, sales numbers and actual spending vs. budget

and prepare reports to management. Supported the company's medical

education department by assisting in the preparation and running of

surgeon training courses, which may include didactic and cadaver labs.

Recorded and tracked asset management scores, sales numbers and actual

spending vs. budget and prepared reports to management weekly.

Maintained up-to-date product and industry knowledge by regular review

of the literature, co-traveling with sales personnel, attending

surgeries, etc. Coordinated monthly sales training events for sales

team Managed budget including reporting and invoice tracking.

Maintained customer accounts. Maintained P&L for satellite office.

Maintained hospital and surgeon database and surgery schedules.

Monitored inventory level of medical devices for surgeries. Assisted

hospital with emergencies, questions and concerns and occasional weekend

on call service. Software Installation and technical support to Spine

Surgeons and their staff with Myspinetools.com provided by Medtronic to

help manage their websites. Adding links to upload pictures, input

practice information, and position themselves in physician locators

found on patient-oriented websites that address specific spinal

disorders.

Work Experience while in College, New York, NY

Winthrop-South Nassau University Health System (Temporary Assignment while

in College)

Interim Community Relations Director/Executive Assistant to CEO

1999-2000

North Shore-Long Island Jewish Medical, NY (Temporary Assignment while in

College)

Vascular Coordinator, reported to Chief of Vascular Surgery

1998-1999

Medical Transcription & Medical/Dental Billing Service

Owner (Reason for Leaving - Finishing College Full-Time and Interested in

working Temp Assignments to gain more healthcare experience)

1994-1998

Conducted sales calls on Internists, Family Practitioners, Pediatricians,

Dentists and Chiropractors to solicit and obtain new clientele. Analyzed

medical records and assigned codes in order to categorize diagnoses and

procedures in support of the insurance reimbursement system. Transcribed

medical reports, and managed medical and financial records.

Bristol-Myers Squibb, New York, NY

Trade Marketing Assistant

1990-1993 (Reason for Leaving - Resigned to be Full-Time Mom)

Liaison to the sales, production, publicity and direct response

departments and branch offices. Duties include handling correspondence,

analysis & reporting, develop general use sales presentation materials

and sales collateral, creating promotional materials, product

development and assisting in the preparation of trade shows and

conferences

EDUCATION

Iona College, New Rochelle, NY Bachelors of Science - Healthcare

Administration. Graduated Cum Laude, May 1999

Completed an Intensive Five-Day Training on Product Management. - 280

Group & Blackbot Product Management. Intensive course covering all

aspects of the entire product life cycle, including the skills, knowledge

and tools/templates to manage any product at any stage in the life cycle.

Certified Product Manager through Association of International Product

Management & Marketing 2010

PROFESSIONAL CERTIFICATION & AFFILIATIONS

Professional Certificate, Marketing, University of California -

Berkeley 2010

Certificate in Inbound Marketing

2010

Member of American Marketing Association and Central Florida Local

Chapter 2008 - Present

Member of the Email Experience Council

2008 - Present

Member of Marketing Professionals Association

2008 - Present

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