VICTORIA HOSHAL

612-***-**** ad1op1@r.postjobfree.com linkedin.com/in/victoriahoshal Minnetonka, MN 55305

Marketing Director

Strategic marketing leader delivering brand and business growth through an audience-first approach. Proven performance marketer with unique blend of corporate, agency, and entrepreneurial experience in B2C and B2B categories. Skilled at defining vision and strategy for marketing and communication programs that deliver revenue growth - at or above goals. Adept at creating and executing data-driven campaigns across paid and owned media channels, working with multiple product and business owners. Leverage analytics and insights to maximize acquisition and sustained engagement. Relationship-builder, known for high-performing, cross-functional partnerships and collaboration.

Industries

Healthcare, Retail, Financial Services, Professional Services, Higher Education, Non-profit

Areas of Expertise

Media strategy and execution B2B and B2C product, content and brand marketing Channels: Paid Display, Paid Search, Paid and Organic Social, Native, Sponsored Content, Email, Direct Mail Direct-to-consumer Analytics: Tracking, reporting, insights Forecasting + budgeting Audience profiling + segmentation Team leadership

Experience

Optum, Inc./United Health Group, Eden Prairie, MN 09/2018 - 08/2023

Associate Director, B2C Content Marketing/Brand 03/2022 - 08/2023

Led integrated marketing for B2C content within the brand and corporate marketing team. Co-led the launch of Healthier You (July 2022), a health and wellness consumer content destination on Optum.com (optum.com/

health-articles/). Developed strategic promotion plans for the branded podcast: Until It’s Fixed (podcasts.apple.

com/us/podcast/until-its-fixed/). Collaborated with social media, event, and business unit partners to cross-promote content in B2C channels.

Defined media strategy and led execution of 7+ integrated channels to promote Healthier You to health-conscious consumers: Paid and Owned Social, Paid Display, Search, Email, Native Display and Video.

Paid and owned media channels deliver 88%-95% of Healthier You traffic and engagement.

Paid media exceeded industry benchmarks for response 3X-25X at 3X-10X lower cost rate.

Established aggressive test-and-learn objectives for monthly campaigns to maximize content (8–9 articles in 18–25 ad groups per month) and realize overall and channel level engagement goals.

Managed paid media budget and internal and external media partners, costs stayed below budget.

In its first year, Healthier You attracted 2.1M+ site visits, a blended 16% return visit rate, 4:51 minutes time on site, and 44.1K clicks to business unit pages from 7/22 – 7/23.

Associate Director, B2B Content Strategy/Corporate Marketing 05/2019 - 03/2022

Advanced and managed key B2B corporate pages on Optum.com. Collaborated with BU marketers and other peers to refresh seven industry segment pages and selected cross-enterprise pages. Conducted bi-monthly, cross-marketing collaboration meetings to enhance content prioritization and alignment. Collaborated with multiple teams to develop and execute 5 microsites and event moments. Updated and distributed quarterly stats to key stakeholders and the Optum Brand Center.

Led development of a new "Insights" content hub strategy. Supported the DMX team on the consolidation and clean-up of all Insights URLS across the B2B pages. Managed Executive Insights AE hub.

Led re-design and content strategy for the Industry Professionals hub (top navigation B2B entry on Optum.com); new hub consistently exceeded company average for time on page and lower bounce rates.

Led an editorial committee for ongoing page updates.

VICTORIA HOSHAL continued

Developed a new Health Equity page and refined the Social Responsibility page.

Health care. Connected. event achieved 251% of registration goal with 3.1K unique visitors and 2.1K net new contacts.

Content Marketer, Audience Engagement/Optum Insight 09/2018 - 05/2019

Managed content and web page design/launch process for cross-Optum B2B messaging and deployed content marketing for an account-based marketing pilot program.

Faribault Woolen Mill Company, Faribault, MN 2016 - 2018

Marketing Consultant

Developed marketing infrastructure, strategy, and tactics to increase consumer sales and brand awareness. Led audience research and e-commerce areas.

Launched a B2C test catalog that exceeded AVO forecast and proved channel viability.

Led consolidation of customer data, developed profiles and segmentation to establish foundational B2C targeting for product categories, pricing, and competitive positioning.

Achieved 2017 e-commerce revenue goals; Paid Search revenue exceeded ROAS targets.

StarTribune Direct, IQ Marketing and d. trio marketing group, Minneapolis, MN 2007 - 2016

Business Development Director, Direct Marketing Specialist

Managed or led business development services for three agencies over nine-year period. Led accounts in retail and higher education categories. Provided direct marketing expertise to regional and national client base.

Won business from four Fortune 500 brands with multiple client groups per company.

Generated 41% - 55% of agency revenues at d.trio marketing group and StarTribune Direct, respectively.

Additional Relevant Experience

Midwest of Cannon Falls, Director of Marketing Services, Cannon Falls, MN

Led marketing services division of $55 million brand of seasonal home décor. Managed staff of 5. Developed strategy and 5-year plan to launch a D2C channel.

Led UX research for a new B2B website to drive wholesale growth and position the company competitively.

Revitalized design and distribution of trade catalogs, resulting in cost savings of 35% and a 7% increase in sales.

LEGACY Catalog, Founder, CEO and Creative Director, Minneapolis, MN

Created the LEGACY brand of home furnishings accessories via catalog and web. Led a team of 15 employees in creative, marketing, merchandising and finance/operations. Developed business plans and successfully closed four rounds of private-equity capital. Recruited board and advisory group of industry leaders including Carlson Companies, Dept. 56, Williams Sonoma, Fingerhut, Northern Tool + Equipment, and American Girl.

Acquired 75,000 consumer customers and inquiries at an industry-leading average order (top 10% of competitors).

Featured consistently in over 18 national magazines, including House Beautiful, Brides, and House & Garden.

Education & Honors

Bachelor of Arts Degree, School of Journalism and Mass Communication, Additional major in English Literature, College of Liberal Arts, University of Minnesota James Wright Hunt Scholar

Recognition

2023 Award of Distinction for the Consumer Health and Wellness Website: Healthier You, Communicator Awards

2023 Gold Winner, blog site: Healthier You, 40th Annual HealthcareADAWARDS

2000 Top 25 Most Innovative Women in Business, CityBusiness Magazine

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