Marketing Social Media

CYNTHIA LEPORE

** ******** *****, ******, ** ****6

617-***-**** ● **************@*****.*** ● LinkedIn Profile SUMMARY

Strategic marketing and communications professional with experience in the financial and health-care industries. Proven ability to frame the strategic message and build effective alliances. A collaborative leader fully committed to success at the individual, team and corporate level. Extremely well organized; follow through to the last detail within deadline and on budget. Areas of expertise: Corporate Communications

Media Relations

E-Marketing

Marketing Communications

Brand Management

Crisis Communications

Vendor/Agency Relations

Special Events

Corporate Responsibility

PROFESSIONAL EXPERIENCE

Strategic Communications and Marketing Manager May 2016-November 2017 Cooperative Credit Union Association, Marlborough, MA Managed marketing communications and media relations for this nonprofit trade association supporting the interests of 200 credit unions in Massachusetts, New Hampshire, Rhode Island and Delaware.

Developed and executed email marketing and communications initiatives, including daily, bimonthly and quarterly publications, CEO announcements, legislative alerts and annual reports.

Increased readership and click-through rate of daily e-newsletter, the primary communication vehicle for member credit unions; developed and managed relationships with strategic business partners on content development and digital ad placement.

Managed reactive media queries and wrote and pitched news and feature stories; worked with CEO on composing op-eds and letters to the editor that appeared in the lay and trade press.

Collaborated with CBS Radio promotions department to plan, implement and manage special events that increased consumer awareness of credit unions.

Worked with marketing leadership from member credit unions on promoting community-focused initiatives and results via multiple platforms.

Wrote and developed first annual report and corporate overview brochure; collaborated with external designer to develop cohesive look and feel for publications.

Launched weekly newsletter that delivered the week’s top headlines to credit union CEOs every Saturday morning.

Senior Business Development Officer April 2014-May 2016 RTN Federal Credit Union, Waltham, MA

Increased membership and product utilization and heightened consumer awareness of this $800-million credit union by strategic relationship building and account management, events, media relations and communications.

Led proactive media relations efforts that resulted in a 50% increase in local and state coverage.

Created content for B2B and credit union member newsletters, website and social media.

Developed and implemented internal and external communications plans for annual fundraiser supporting the Massachusetts Coalition for the Homeless. Media Consultant June 2013-December 2013

Boston Children’s Hospital, Boston, MA

Full-time contract position that supported media relations efforts of this internationally recognized hospital/Harvard Medical School affiliate.

Highlighted physicians and researchers in the press by pitching stories with broadcast, print and online media, writing press releases and responding to media inquiries.

Developed and delivered media training on as-needed basis.

Monitored media for international coverage and prepared reports for senior leadership. Director, Public Affairs June 2000-October 2011

McLean Hospital, Belmont, MA

Public relations leader and senior advisor to the president of this psychiatric specialty hospital/Harvard Medical School affiliate. Responsible for strategic communications, media relations, crisis communications, special events, corporate responsibility and marketing. Served as spokesperson. Administered $500,000 annual operating budget and managed staff, external graphic design/advertising agency, consultants and vendors. Highlights:

Established and executed strategic media relations plan and initiatives that generated the most media placements in McLean history and increased donor support and federal research funding.

Created award-winning annual reports and other publications.

Worked with consultant to design and lead institutional branding campaign; completed cornerstone phase of market research, brand platform development and visual identity application.

Planned, implemented and managed physician events in major U.S. cities that increased referrals, generated new business relationships and heightened brand awareness.

Formulated official crisis communication policy; developed and implemented strategy and messaging addressing several national challenges that included the departure of a newly installed president and rumors of the hospital closing.

Worked with senior clinician to develop and execute community screenings for depression, memory disorders and substance use; prepared annual report for Attorney General’s Office.

Served on four-member team that oversaw website redesign, from concept and wireframes to content migration and launch.

OTHER PROFESSIONAL EXPERIENCE

Associate Director, Public Affairs 1995- 2000

McLean Hospital, Belmont, MA

Internal Communications Specialist 1988-1995

Boston University Medical Center

EDUCATION

Bachelor of Arts, cum laude, English

Fitchburg State University, Fitchburg, MA

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