Marketing Project Manager

Laura Boheler Flowers

PO Box **, Spring City, PA 19475

Phone: 484-***-****

E-mail: *************@*****.***

Objectives

Obtain a position offering the opportunity to employ knowledge/experience in market research, competitor analysis, and advanced statistical methods.

Professional Strengths

With a professional career spanning over 20 years in the healthcare and IT industry, professional strengths include Market Research, Brand Analysis and Positioning, Competitor Analysis, Direct Response Marketing Measurement, Segmentation, and Market Assessments. Track record in identifying notable needed IT functionality for hospital system users and cultivating successful user advocates.

Education

M.B.A., Drexel University, Philadelphia, PA, 1983 (Marketing and Quantitative Analysis)

B.S., Pennsylvania State University, 1979 (Marketing/Economics)

West Chester University, 2015, Statistics

Skills

SAS, MS Access, Regression Modeling, Categorical Analysis, Response Analysis, Database Build and Analysis, Target Market Database Management, MS Access

Professional Experience

Malvern Analytics, Spring City, PA, 2007 to Present

Principal of market research consulting organization dedicated to providing market research services to clients. Served as full time market research consultant to Air Products, Allentown, PA (2015 through 2016), El Beco, Reading, PA (2012 through 2013), and The Greenbrier Resort (2008 through 2012). Example projects assigned and successfully completed include:

Database build and analysis using SAS for customer and prospects in Oxygen and other manufactured air products.

Quantitative research using on-line survey tools to measure impressions of new product proto-types for uniform manufacturer.

Competitor analysis of functionality and design for manufacturers of law enforcement uniforms.

A series of focus groups with Law Enforcement and Fire Safety uniform decision-makers and end-users to assess potential new product offerings, measure brand awareness, build a market positioning, identify uniform trends, and capture new product needs.

McKesson Corporation, San Francisco, CA and Alpharetta, GA, 1995 to 2007

Account Manager, HC IT Revenue Cycle Solutions (March, 2003 through October, 2007). Initiated and directed nation-wide Marketing/Sales program for establishing formal reference procedures for McKesson HIT systems. Developed Access database to facilitate segmentation, marketing, and new product testing. Conducted ongoing research with End-users, Department Heads, and C-suite personnel to evaluate system functionality and new requirements. Prepared competitor comparisons for IT systems employed by Hospital Registration Departments and Claims Payments/Denial processing.

Marketing Director, Revenue Cycle Solutions (September, 1999 through March, 2003). Developed/ managed Communications, Trade shows, Events, Sales Strategies, and Market Research for niche HC IT solutions. Developed sales training and marketing materials. Ensured Communications mix targeted optimal prospects and established SWAT analysis to optimize competitive positioning for revenue cycle IT software.

Director Market Research and Information, GMIS/HBOC Payor Division (March,1995 through September, 1999). Initiated and directed qualitative and quantitative market research for Marketing, Positioning, and Product Development. Determined market potential, assessed market resource allocation, and developed optimal brand positioning. Developed ongoing share measurement and strategic marketing plans for eight product lines. Created and maintained database on competitor functionality, market share, and published win loss reporting.

CIGNA Corporation, Philadelphia, PA, 1986 to 1995

Director, Marketing, International Life and Health (1994 through 1995). Responsible for all Market Research, Product Planning Product Launch, and Marketing Resource allocation for South America and UK markets. Focus on healthcare and disability and life products with marketing to both consumer and business segments.

Director Communications and Research, Consumer Direct Marketing (1990 through 1994) Led efforts to improve all consumer-directed marketing programs for Life, Disability, and Healthcare products. Established processes for campaign evaluation and testing. Employed market research to successfully re-vamp all product brochures for each product portfolio to maximize response rates.

Director, Corporate Marketing Research and Strategy (1986 through 1990). Responsible for all primary and secondary market research to support market communications, branding, and new product development. Developed ongoing processes for measurement of $14M annual ad spend relative to maximize awareness. Designed and led market research project to establish basis for re-branding of CIGNA corporation to the “Tree of Life” campaign. Managed consultants (e.g. Landor, an internationally known strategic brand consulting organization) in the development of strategy and end-product.

Strategic Marketing Corporation and Robinson Associates Inc, 1978 to 1986

Pharmaceutical market research Project Manager responsible for the design, execution, and analysis of market research studies for Fortune 500 Corporations. Employed advanced multivariate techniques e.g. conjoint, cluster analysis, benefit segmentation analysis.

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