Manager Marketing

DIANE WELTER

***** ********* ****** . **** *******, Minnesota 55347 . 952-***-**** .

********@***.***

PROFESSIONAL SUMMARY

Creative, results-oriented marketing and communications professional with

broad experience across a variety

of disciplines. Proven leadership, strategic planning, and project

management skills.

. Marketing, Communications, and Branding - Expertise in developing

integrated marketing campaigns, corporate identity and image

systems, brand messaging strategy, internal communications, intranet

and website content strategy and governance, social media

management, collateral materials, newsletters, direct mail,

advertising, public relations, cause marketing, strategic

sponsorships, press releases, event planning, and annual reports.

. Leadership and Management - Proven success in developing and

executing strategic marketing and communications plans. Hands-on

team leader experienced in identifying strengths and developing

talent. Strategic thinker and decisive project manager with

demonstrated ability to prioritize and direct workflow.

. Communication - Persuasive communicator with outstanding

collaboration and relationship-building

skills. Able to develop productive relationships with staff,

colleagues, and executive-level management. Exceptional writing and

editing skills.

PROFESSIONAL EXPERIENCE

MARKETING AND COMMUNICATIONS CONSULTANT

Vein Clinic PA, Marketing Manager (Contract) 9/2013 - 1/2014

Planned and executed strategic marketing initiatives for the state's

leading provider of vein care solutions, including website content

strategy and social media management.

Marketing and Communications Consultant 2/2009 - 5/2011

Marketing and communications consulting, including website content

strategy and development, search engine optimization, social media

management, and blog writing.

. Wrote content and provided strategic guidance for Ray N. Welter

Heating and Air Conditioning website. Results include top five

placements for identified keyword searches and 300% increase in

website traffic.

. Wrote lifestyle blogs for StoryTeller Media and & Communications.

Clients included Hirshfield's

and CobornsDelivers.

FAIRVIEW HEALTH SERVICES - Minneapolis, Minnesota 5/2011 - 1/2013

Marketing and Public Relations Manager

Planned and executed strategic marketing and communications for Fairview

Clinics, Fairview Sports and Orthopedic Care, system services, and senior

services. Managed $2 million budget.

. Developed and implemented annual marketing plans aligned to strategic

growth areas and key

value propositions.

. Planned and managed complex, measurable integrated marketing campaigns

focused on creating brand preference and driving patient acquisition

and profitable volume growth, including print, web, email, radio,

television, outdoor, direct mail, social media, and consumer events.

. Increased patient volumes by more than 10,000 in 2012.

. Instrumental in developing testimonial-based Getting Better Together

brand messaging strategy and implementation across integrated delivery

channels, including message-specific microsite.

. Managed and provided leadership to six mid- and senior-level marketing

consultants toward stated growth objectives. Identified opportunities

for process improvement and cost-efficiencies.

AMERIPRISE FINANCIAL - Minneapolis, Minnesota 1/2008 - 2/2009

Manager, Communications Strategy and Experience

Shaped end-to-end communications experience for advisors and field

employees, ensuring consistent

and relevant messaging in line with strategic corporate priorities.

Planned, managed, and influenced content delivered via intranet, email,

and electronic newsletter channels.

. Developed and implemented quantitative publishing protocol to

determine appropriate distribution, placement, and longevity of

communications.

. Analyzed communication volumes by channel and monitored readership

trends to prioritize delivery.

. Collaborated with communications consultants and business partners,

identifying key messaging, prioritization, and connectivity of

messages across distribution channels.

. Participated in developing corporate communications governance

standards, including message categorization, delivery matrix, writing

guidelines, and training materials.

. Oversaw and directed daily communications, ensuring quality and

relevancy for intended audience.

TOPLINE FEDERAL CREDIT UNION - Maple Grove, Minnesota 3/2006 - 11/2007

Marketing and Communications Manager

Planned and executed strategic marketing, brand, and communications plans

for state's eleventh largest credit union with 30,000 members and $250

million in assets. Worked closely with executive-level management to

support member-focused strategy, culture, and community charter. Planned

and managed $1 million budget.

. Conceptualized award-winning youth financial literacy seminar series

Get Smart With Your Money. Delivered 70 seminars to 1,500 registrants.

Collaborated with local NBC affiliate KARE 11, promoting the

initiative and heightening brand awareness.

o Minnesota Credit Union Network 2007 Desjardins Youth Financial

Education Award

o Credit Union Executive Society Golden Mirror Award for public

relations

. Implemented strategic loan acquisition campaign TopLine Lower My Rate!

Challenge, which resulted in

$4 million in loans, 135 new VISA accounts, 50 new members, and

savings of 2,700 percentage points in interest for area consumers.

Partnered with Minnesota Twins, promoting initiative and brand

awareness.

. Developed tagline Get smart with your money and rebranded all

communications and marketing campaigns, supporting strategic

positioning and key messaging.

. Launched internal brand-building program that aligned employees with

organizational values and objectives and drove member brand loyalty.

o Minnesota Credit Union Network Dora Maxwell Award for Social

Responsibility (2006, 2007)

. Implemented award-winning graphic image system across all print and

electronic communications.

o Credit Union Executive Society Golden Mirror Award for image

enhancement

. Sponsored 2007 Subway Bedrace for Bridging presented by Cities 97.

NATIONAL ARBITRATION FORUM - St. Louis Park, Minnesota 1/2005 - 2/2006

Senior Marketing Manager

Planned and executed strategic marketing, brand, and communications plans

for leading nationwide provider of alternative dispute resolution

services. Worked with executive-level management to enhance top-of-mind

brand awareness through strategic "best practices" messaging. Planned and

managed $1.5 million budget.

. Engaged highly regarded public relations firm to develop "best

practices" messaging that overcame objections and negative perceptions

of alternative dispute resolution services.

. Developed high-end corporate identity and graphic image system that

supported vertical market messaging and positioning, and managed

implementation across all print and electronic communications.

. Managed sophisticated print and electronic direct mail strategy that

targeted vertical markets.

. Wrote and managed website, microsite, and blog content, and

managed SEO to support strategic messaging.

. Worked cross-departmentally, developing internal brand-building

program that aligned employees with strategic messaging and corporate

objectives.

AFFINITY PLUS FEDERAL CREDIT UNION - St. Paul, Minnesota 3/2003 - 11/2004

Marketing and Communications Manager

Planned and executed strategic marketing, brand, and communications

plans for state's third largest credit union with 120,000 members and

over $950 million in assets. Worked with executive-level management to

support relationship-based strategy and member-driven culture. Planned

and managed $1.5 million budget.

. Developed tagline Bank on Something Better and rebranded all

communications, supporting accountability messaging and brand promise.

. Designed award-winning integrated marketing campaigns that focused on

life events of consumers.

o Credit Union Executive Society Golden Mirror Award for image

enhancement

o Credit Union National Association Diamond Merit Awards for single

and series direct mail

. Launched statewide brand awareness campaign that drove membership,

including print, broadcast, and outdoor advertising.

. Ensured consistent brand awareness and messaging across all

sponsorship initiatives, including Minnesota Twins, Aquatennial Block

Party, and St. Paul Winter Carnival.

. Worked cross-departmentally to champion internal branding initiatives

that drove member loyalty.

FARMERS HOME GROUP - Bloomington, Minnesota 2001 - 2003

Corporate Communications Manager

Planned and executed strategic corporate, brand, and marketing

communications for regional mutual insurance company.

. Developed marketing communication plans that supported group's

strategic goals.

. Wrote corporate-level communications for executive management,

including equity investment proposal, comprehensive corporate overview

with business objectives, and annual strategic plans.

. Prepared quarterly business plan and financial updates, and Annual

Report to Shareholders.

. Oversaw creation and distribution of external communications to 1,000

independent insurance agents.

. Implemented new corporate identity and graphic image system and

rebranded all communications.

. Created "virtual warehouse" that allowed agents to customize direct

mail pieces and collateral literature and order materials online.

PLATO LEARNING, INC. - Bloomington, Minnesota 1989 - 2001

Director of Corporate Communications

Planned and executed strategic communications plans for leading

educational software company. Worked closely with executive, marketing,

and sales management to ensure internal and external communications

supported company's brand. Planned and managed $750,000 budget.

. Coordinated startup of in-house graphic design department that

resulted in annual savings of $200,000.

. Initiated and managed corporate-wide brand campaign that resulted in

significant increase in brand awareness measured by independent survey

on educational software companies.

. Defined and monitored adherence to standards for corporate identity

and graphic image systems.

. Planned logistics for all major internal and external events,

including annual sales meetings and company-sponsored conferences.

o President's Special Recognition Award for Employee Excellence

. Wrote and produced eight Annual Report to Stockholders and supporting

financial documents, several with budgets in excess of $125,000.

o President's Recognition Award - 1993 Annual Report

CONTROL DATA CORPORATION - Bloomington, Minnesota 1980 - 1989

EDUCATION

UNIVERSITY OF MINNESOTA - Duluth, Minnesota 1976 - 1980

BA, Business Administration with an emphasis in marketing

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