Marketing Management

Sayre Darling, MBC

*********@*****.*** 651-***-****

http://www.linkedin.com/in/sayredarling

STRATEGIC COMMUNICATIONS LEADER

Savvy communications leader specializing in change management and strategic

communications. Proven results on highly visible and complex issues in higher education,

health care, IT and insurance. Experienced strategist and hands-on manager.

STRENGTHS AND EXPERTISE

Strong and accountable leader comfortable with building, leading and supporting effective teams

Proactive and strategic problem solver; focused on data- and outcomes-oriented metrics

Significant experience designing and executing strategic, multi-faceted communications strategies

Excellent written and verbal communications skills

Skilled at building partnerships with key business leaders to address organization priorities

Strong organizational skills and ability to handle multiple tasks and changing priorities

KEY ACCOMPLISHMENTS

LOCAL/REGIONAL/NATIONAL STRATEGIC COMMUNICATIONS PLANNING AND PR CAMPAIGNS

Initiated an award-winning brand identity program contributing to a 7% gain in market share. I ncluded a

sophisticated integration of creative strategies to cost effectively address an employer-focused campaign;

a $9M wellness program for Medicaid patients; and a new package of collateral materials to introduce

products and service-enhancements for Medicare members.

STRATEGIC AND ENGAGING MESSAGING PLATFORMS FOR COMPLEX ISSUES

Increased media coverage by 15% within six months for USC University Hospital and USC Norris

Comprehensive Cancer Center and Hospital through collaboration with the USC Health Sciences.

CRISIS COMMUNICATIONS PLANNING AND IMPLEMENTATION

Led the development and implementation of a crisis plan to mitigate the impact of negative media and

protect relationships with US Congressional members and key stakeholders during an SEC investigation

of the organization’s founder and primary donor.

CHANGE MANAGEMENT TRAINING

Designed and delivered change management training for a Washington DC-area IT consulting firm to

enable its 15 directors and managers to better support their clients in implementing change initiatives at

the Department of Defense, within the Intelligence Community and other federal agencies.

CAREER EXPERIENCE

Bellevue University

Omaha, NE

Strategic Communications Advisor and Adjunct Professor* July 2012 – July

2014

The largest private, non-profit university in Nebraska, BU serves more than 10k

students annually; focusing on adult education through traditional, online and

technology-enabled formats.

Recruited to support executive communications with the Board of Directors and the

President’s office; enhance collaboration between Administration and the academic

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Sayre Darling, MBC

*********@*****.*** 651-***-****

http://www.linkedin.com/in/sayredarling

staff through improved internal communications; and, faculty responsibilities in the

College of Arts & Sciences for teaching, curriculum assessment and development.

*Continuing to work as an online Adjunct Professor.

Program Administration and Development

• Created and implemented strategic initiatives supporting the growth of the

advanced degree

programs, i.e., RN to BSN, and the Master’s in Clinical Counseling.

• Planned and implemented public outreach and special events: Out of the

Darkness, a panel discussion

including Nebraska’s First Lady, Sally Ganem, addressing binge drinking; a

community meeting and

student seminar with international author and poet David Whyte; and, a

community seminar on the

application of the country’s foundational values on 21st century issues by

Pulitzer-prize winning

author Jon Meacham.

Program Management and Delivery

• Provided project management and facilitation for the Clinical Counseling Program’s

application for

CACREP national accreditation (Council for Accreditation of Counseling and

Related Educational

Programs);

• Continue to deliver online instruction for courses in corporate training to Verizon

employees.

Change Management

• Consulting and coaching with the Chief Information Officer to lead a large scale

organizational change

mandated by the Board of Directors. Developed and implemented a new strategic

planning and

budgeting process; built the organizational infrastructure to roll-out data-driven

decision making.

• Provided executive coaching for six faculty members - both high performers and

individual

performance improvement issues impacting program development and growth.

• Advised and assisted the President and Deans to strengthen the institution’s

academic voice.

Minnesota and

Courageous Communications

Washington, DC

Executive Communications Consultant and Coach 2003-

Present

Business strategist and change management advisor for organizations in transition, change and crisis.

Provide strategies, and leadership consulting and coaching on large-scale organizational change and

strategic communications. Examples of client engagements include:

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Sayre Darling, MBC

*********@*****.*** 651-***-****

http://www.linkedin.com/in/sayredarling

• Allina Hospitals & Clinics – Created executive communications on governance issues; led

repositioning of medical transportation service, created strategic communications for the

implementation of EMR

• ClearStone Solutions – Marketing launch of BCBSMN affiliated business selling back office

processing, consulting and services for government market

• Fleishman-Hillard - Subject matter expert on health care; supported client work for Blue Cross

and Blue Shield of Minnesota

• Medtronic – Rebranding pain therapy products

• NT Concepts - Designed and delivered change management training for Washington DC IT

consulting firm

• PEARSON/National Computer System – Co-led development of award-winning Annual

Report; supported development and implementation of company’s first Investor Conference

• Samueli Institute - Recruited to lead the development of programmatic, philanthropic and

legislative communications strategies for a Washington DC-based national non-profit

• WIPfli, LLP Drafted white papers for industry health care trade publications

Los

USC University Hospital and USC/Norris Comprehensive Cancer Center and Hospital

Angeles, CA

Director, Public Relations and Employee Communications 2002-

2003

Collaborated with hospital’s senior management and USC’s Keck School of Medicine’s academic

department chairs to develop annual business, marketing and public relations plans for 30 product lines.

Adjusted business plans as needed to stay on target in a rapidly changing environment during a Medicare

fraud investigation into against the parent company.

1 Medica

Minneapolis, MN

Director, Marketing Communications

2000-2001

Created and led the Minnesota’s second largest health plan’s first marketing/communications staff

dedicated to support its three markets – Commercial, Medicaid and Medicare. Hired and managed a five-

member staff, including member marketing and member communications, managed a budget of $1.5M,

and secured and managed all outside creative resources, including the agency of record.

Minneapolis/St.

SCCS – Strategic and Creative Communications Services

Paul, MN Consultant

1995-2000

Consultancy specializing in strategic planning, marketing research, and integrated communications

planning and implementation to launch new products and services, branding campaigns and product

repositioning, executive communications, media relations and special events, crisis communications,

market analysis, collateral development including award-winning annual reports, and leadership

facilitation and training. Significant clients included: Ameriprise Financial Services, Land O’Lakes,

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Sayre Darling, MBC

*********@*****.*** 651-***-****

http://www.linkedin.com/in/sayredarling

Medtronic, Pearson, SUPERVALU, C.H. Robinson/Worldwide, Courage Center, and VHA-Upper

Midwest.

EDUCATION

• Coaching Certification – The Hudson Institute, Santa Barbara, CA, 2005

• Masters in Business Communications – University of Saint Thomas, Minneapolis/St. Paul, MN

• Bachelor of Arts, Journalism – University of Nebraska-Lincoln, NE

INDUSTRY AND COMMUNITY LEADERSHIP

• National Human Resources Institute – Board of Directors, 2013 - present

• University of Nebraska, College of Journalism Student Mentor, 2012 - present

• AFCEA – Member, Washington DC Sponsorship Committee, 2012 - present

• International Association of Business Communicators (IABC) - Program Co-Chair, Washington

D.C. Chapter; Chair, LA Angels, Planning T ask Force, 2004 International Conference, Los Angeles

Chapter; President, President-Elect and Treasurer, Minnesota Chapter

• International Coach Federation (ICF) - ACC (Associate Certified Coach) credential

• WomenVenture - 2006-7 Annual Conference Planning Committee, Resource Center Manager

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INDUSTRY AND PROFESSIONAL AWARDS

• International Association of Private Services Professionals – Board of Directors and Volunteer of

the Year, 2009

• IABC Bronze Quill – Multi-Audience Communication, IABC Award of Excellence, “The Way to

Better Health”, 2001

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