Human Resources Marketing
Resume:
Mark Parfitt Strategist, Marketer, Talentologist
Life at the intersection of business strategy, talent management, education, and marketing
Education & Professional DevelopmentAffiliations & ActivitiesPresentations & InstructionBrand Strategy & ManagementTalent Acquisition Marketing & Diversity RecruitmentVolunteering & Non-Profit Marketing
Resume
PROFILE
Energetic and innovative individual driven to accomplishing challenging goals in independent and group settings. Solid leadership and project management experience with ability to communicate effectively and guide successful teams. Comfortable working in fast paced environments with regular deadlines and multiple priorities. Dedicated to being a valuable business partner by proactively inspiring others, influencing change and exceeding expectations of internal and external customers. Capable of simultaneously balancing analytical and creative thinking to improve processes and deliver results. Strong believer in taking calculated risks, celebrating successes, and learning from failures.PROFESSIONAL EXPERIENCE
SUNY Adirondack, Queensbury, NY
Director of Marketing and Community Relations, 2009 presentOversee all aspects of comprehensive, strategic rebranding project resulting in the conversion of Adirondack Community College to SUNY Adirondack. My process involved using a results-driven project management plan that went from initial market research to Board of Trustee approval and official brand launch in under four months.Serve on college s Strategic Enrollment Management team to develop new, forward-thinking strategies to grow enrollments and increase retention rates.Develop integrated marketing campaign for Tech Valley Track, a STEM-based degree program designed for employment at new GlobalFoundries/AMD chip-fab facility. Two components of campaign won silver and merit awards at national-level 2011 Education Advertising Awards.Create brand identity and integrated marketing campaign for BusinessPass, the college s first blended learning option designed to compete head-on with online universities.Create and track effectiveness of three annual integrated recruitment marketing campaigns, including television, radio, interactive/web, search engine marketing (SEM), print, direct mail, in-person sales, and event-based marketing.Identify and implement new ways to attract non-traditional adult learners to make up for decreases in high school graduates throughout the college s service area.Develop new college website, migrating all content to new Drupal content management system.Ensure college s web platform meets latest standards for effective organic search engine optimization (SEO).Represent SUNY Adirondack at formal and informal community events throughout the Adirondack region, Saratoga Springs/Albany Capital District, and New York s Tech Valley.Hire, lead, and train marketing staff, while also assisting State University of New York central marketing team with distribution and enhancement of University-wide communication in SUNY Adirondack s service area.Plan and manage all aspects of college s Marketing budget; oversee relationships with external marketing agencies, freelancers, vendors, and other partners.Conduct training with college academic divisions, admissions counselors, and student services staff to ensure marketing goals and brand identities continue throughout recruitment and retention process.
Penn State University, University Park, PA
Continuing Education Marketing Associate/Marketing Strategy Team, 2008 2009Internally recruited to Marketing Strategy Team to develop and oversee implementation of marketing campaigns for credit and non-credit opportunities throughout Penn State Continuing Education s 24 sites across Pennsylvania.Maintained and tracked effectiveness of Continuing Education websites using content management software and analytic tools.Identified target audiences for various credit and noncredit Continuing Education programs and segmented marketing into targeted conversion channels.Created search engine optimization (SEO) strategy for Continuing Education sites at Penn State s Commonwealth Campuses; trained Penn State employees in SEO best practices.
Penn State University, University Park, PA
Human Resources Marketing Coordinator, 2006 2008Championed the research, development, implementation, and analysis of University-wide employment branding strategy, Opportunities as Limitless as Penn State .Help to position Penn State as a national-level employer of choice, not only among those in higher education industry, but also for professional staff coming from private-sector employers.Served as project manager and content editor for new www.psu.jobs microsite. After its launch, page views increased 691% over previous site and the average time individuals spent on the site doubled. In just six months, Penn State saw a 17% increase in target audience applications.Pioneered Human Resources entry into podcasting, Facebook/social networking, email marketing, and other emerging interactive platforms.Provide marketing support for college recruiting events, job fairs, and other networking events.Ensured all marketing strategies are embedded with behind-the-scenes metrics collection; prepared regular effectiveness reports for managers, directors, and administrators.Managed inter-department Employment Branding Committee; developed brand standards.Served on Penn State s first-ever Talent Management Committee, a cross-functional, multi-department team charged with identifying strategic talent management initiatives.Hired and coached Human Resources Marketing team, including graphic designer, web developer, and podcast/marketing specialist.Participated in development of Office of Human Resources Strategic Plan.Consistently earned rating of significantly exceeds expectations on annual performance reviews.Developed and wrote the Penn State employment story that was used to internally align employees with new employment branding strategy.
Penn State University, University Park, PA
Human Resources Marketing Specialist, 2005 – 2006Hired to launch new start-up marketing office in University s central Office of Human Resources.Incorporated user feedback into projects by designing, collecting, and analyzing qualitative and quantitative market research data, including surveys, focus groups, and benchmark studies.Wrote and edited articles, reports, news releases, marketing materials, and other publications; ensured all communication materials followed University-wide visual and style guidelines.Partnered with internal and external partners to strengthen relationships between Penn State and the diverse communities it serves across Pennsylvania.
Design Lightning, Inc., State College, PA
Marketing Assistant, 2005Conducted comprehensive market research to determine customer needs and demand for possible new handheld veterinary ultrasound product.Prepared reports for company president detailing competitive strengths, weaknesses, opportunities, and threats.
Apple Mortgage, State College, PA
Marketing Consultant, 2003 – 2005Coordinated customer-focused marketing strategy for use online, in print, and at trade events.Worked with lead sales associate to monitor marketing effectiveness across sales region.
South Hills School of Business & Technology, State College, PA
Market Research Assistant, 2004Collected and analyzed market research data regarding school s venture into e-learning.Developed student surveys and compiled benchmark competitive studies.EDUCATION & PROFESSIONAL DEVELOPMENT
Saint Francis University, Loretto, PA
Bachelor of Science in Organizational Leadership
South Hills School of Business & Technology, State College, PA
Associate in Specialized Business in Business Administration Management & Marketing
Villanova University, Villanova, PA
Six Sigma Green Belt Certificate
SUNY Adirondack, Queensbury, NY
Executive Leadership Training Program
PROFESSIONAL AFFILIATIONS & COMMUNITY ENGAGEMENT, Class of 2010Volunteer Tax Preparer, IRS Volunteer Income Tax Assistance (VITA) Program Marketing Committee (2006-2009) (2006-2008)TECHNOLOGY SKILLS
Microsoft: Word, Excel, PowerPoint, Access, Outlook, Project, Visio, FrontPageAdobe: InDesign, Photoshop, Acrobat, Connect, Presenter, DreamweaverWeb: Google Analytics, Google AdWords, Facebook Advertising, Omniture, Drupal, RedDot, Search Engine Optimization (SEO), Content Management Systems (CMS), Podcasting, TargetSpot/Streaming Ads, Social Media MarketingPERSONALITY ASSESSMENTS
DiSC: Dominance (92), Influence (94), Steadiness (15), Conscientious (22) Promoting Persuader
Gallup/Clifton StrengthFinder: Futuristic, Strategic, Maximizer, Self-Assurance, Activator
Myers Briggs: ENFP, Advocate/Champion
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Mark Parfitt lives at the intersection of business strategy, talent management, education, and marketing.
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© 2012 Mark Parfitt
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© 2012 Mark Parfitt
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