Marketing Director, Marketing Manager

T ERRY B UDA M OSER, MBA

*** **** ********* ****** ~ Millersville, Pennsylvania 17551

610-***-**** *********@*******.***

MARKETING STRATEGIST

Specializing in

Marketing Plan Development ~ Brand Management ~ Competitive Positioning & Segmentation

Develop strategic vision and implement comprehensive, tactical plans to increase market awareness for

diverse products and services. Provide key insight and direction to maximize new product launches. Monitor

market and technology trends to optimize messages. Valued as change agent who can tackle challenging

tasks and as collaborative team leader who actively enables individual and team growth. Expertise includes:

Market Research/Analysis Digital Marketing Team Leadership

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Creative Direction Budget Management Coaching/Mentoring

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Strategic Solutions ROI Optimization CRM

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Product/Service Management Media Buying/Strategy Event Planning

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ACCOMPLISHMENTS

Spearheaded multi-media marketing campaigns for 4 new health express locations in retail sites and 3

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urgent care centers in 4 years; surpassed awareness and preference metrics.

Developed microsites that presented accessible campaign messages via smart phones and tablets.

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Increased patient appointments 52.5% in key growth location.

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Produced engaging copy and website with 670 pages for physicians group with over 40 primary and

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specialty care offices.

Delivered expertise to develop and introduce 15 new banking products, including Gold Café brand;

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leveraged core market growth strategies to increase brand awareness and improve market positioning.

Managed all aspects of guerrilla marketing strategies that generated over 1,360 new customers and over

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$10 million in new, single-day revenue.

Guided brand management, customer acquisition, business development, and differentiation strategies

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to successfully promote 4 new locations.

Transformed nonprofit Lancaster Young Professionals through corporate reorganization, succession

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planning and triple membership growth.

PROFESSIONAL EXPERIENCE

LANCASTER GENERAL HEALTH, Lancaster, Pennsylvania 2009 – Present

Marketing Manager

• Direct efforts of 3 staff and 4 contractors to plan and drive marketing strategies, including advertising,

mass media, public relations and digital marketing for 8 service lines within regional healthcare system.

• Advocate marketing strategies, trends, and campaign ROI with service line leaders to gain buy-in.

• Present results-oriented campaign summaries for internal stakeholders and executive leadership.

• Monitor team workflow; adjust priorities as needed; host monthly team meetings and mentor lunches.

• Develop and execute annual service line budget of $1.5 million; manage major media and retail

sponsorship programs valued at $275,000 per year.

• Identify and mitigate barriers to utilization at retail and other sites through in-depth market analysis.

• Regularly conduct and evaluate quantitative, qualitative, focus group and voice of customer research.

• Delivered strategically placed billboard campaign with 16,000 daily impressions, surpassing average

of 12,300.

• Introduced free health screenings at retail clinics, with 85% new patient exposure rate.

• Implemented non-traditional retail marketing strategies, including aisle tags, shopping cart ads,

prescription bag stickers and retail store partnerships, to reach in-store traffic.

TERRY BUDA MOSER, MBA Page Two

LANCASTER GENERAL HEALTH, continued

Coordinated open house event in tertiary market that attracted 750 more attendees than projected.

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Far exceeded enrollment goal for electronic health records each year and doubled average weekly

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enrollments through targeted, niche mailings.

• Increased average attendance at mammogram party from 60 to 375 through effective leadership.

• Secured more than $60,000 in cost savings by standardizing brochures and directing consumers to

website, reducing Yellow Page advertising and correcting CRM data integrity errors.

• Served on electronic platform implementation team that earned prestigious President’s Award.

UNION NATIONAL COMMUNITY BANK, Lancaster, Pennsylvania 2002 – 2009

Vice President, Marketing Manager

• Provided creative business growth initiatives for community bank with 10 branch locations; supervised

2-member team.

• Formulated plans and budgets for product development, market differentiation and marketing research

for consumer, commercial and investment business units.

• Acted as media buyer for radio, newspaper, online, and outdoor placements.

• Created guerrilla-marketing strategies that drove awareness, core traffic and branch profitability.

• Developed competitive pricing strategies and exceeded long-term customer profitability and growth.

• Conducted market research, identified emerging market trends and established agency RFP process.

• Produced $15,000 in additional revenue in 30 days through special holiday campaign.

• Achieved 139% of monthly goal for home equity loans by repositioning media advertising.

• Reduced agency expenses 20% with in-house design initiatives.

ARTHUR ANDERSEN, LLP, Lancaster, Pennsylvania 2001 – 2002

Marketing Coordinator

• Conceived, designed and delivered marketing programs, materials, collateral, advertising and public

relations.

• Provided research and analysis on current and prospective clients; cultivated positive relationships with

clients.

EDUCATION

EASTERN UNIVERSITY, St. Davids, Pennsylvania

Master of Business Administration, Management, 2009

LEBANON VALLEY COLLEGE, Annville, Pennsylvania

Bachelor of Science in Business Administration, Marketing & Human Resources (cum laude), 2000

PROFESSIONAL DEVELOPMENT

Society for Healthcare Strategy and Market Development National Conference, American Banking

Association National Conference, Dale Carnegie Graduate

AFFILIATIONS

Society for Healthcare Strategy and Market Development

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American Marketing Association

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Business Executives Networking Group – VP, Marketing

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Junior Achievement, Young Women’s Futures Symposium – Past Steering Committee Member &

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Public Relations Committee Chair

• American Banking Association Marketing Network, Philadelphia Chapter – Past Secretary

• Lancaster Young Professionals – Past President, Advisory Board

TECHNICAL SKILLS

Windows/MAC operating systems, InDesign, Photoshop, CRM, MarketTrax MCIF, Claritas, GoldMine

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