LARENE WESTFALL

PROFILE

A dynamically creative professional with proven abilities in marketing operations, events & communication. Possess experience working with a varied group of organizations & clients that range from small local businesses, large national & international corporations. Instrumental in the coordination & success of strategic marketing programs & events. Strengths include versatility, resourcefulness, organization, interpersonal communication, tenacity to be proactive, productive & get things done on time and on budget. EXPERIENCE

UCSF School of Medicine CONTINUING EDUCATION EVENT PROGRAM MANAGER 2023

— Coordinated, planned & provided onsite support in a highly regulatory environment extended continuing education phD activities that included live and online conferences, course literature.

— Reviewed & updated continuing education website, email blasts, guideline information of policies

& procedures for accreditation materials, annual review, and PARS reporting.

— Managed registration and provided ad hoc information from database

— Utilized excel pivot tables to generate reports for registration counts for room/ board and facilities counts.

— Leveraged Qualtrics data to analyze feedback from participants and doctoral speakers to make program improvements.

Birdeye EVENTS AND TRADE SHOW MANAGER 2022

— Executed event logistics, budgeting and strategy of 8 events a month that drove opportunities for sales increasing leads and conversions by 60%

— Supported vendor management and conducted meetings to prepare onsite team for success.

— Organized teams to manage creative assets, social media, and sales lead generation.

— Created Salesforce dashboards to view outcomes of event campaigns to help calculate ROI & advising on future event attendance.

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Salesforce EVENT SUPPORT SPECIALIST CONSULTANT 2020

— Prioritized communications and support for global Pride events at satellite offices.

— Responsible for utilizing past playbooks & resources to help in planning, coordinating, executing, budgeting, & managing events for Office of Equality

— Organized alignment & consensus across cross-functional teams across entire organization to ensure all equality initiatives are supporting the overall strategy.

— Analyzed relevant data from past events, analysis, & proven best practices to improve programs. Deployed and tracked invites, registrations, and event participation in SplashThat! Blue Shield of California EXECUTIVE EVENT COORDINATOR 2019

— Managed the coordination of business development including conferences & executive events.

— Conducted venue & vendor sourcing, contact negotiations, menu planning, Setup & registration

— Used excel pivot tables to generate reports on attendance counts.

— Tracked, analyzed in Salesforce pre & post event expenses, budget and presented results with advisement

— Created & transmitted e-invites & email reminders to insure timely communication to attendees.

— Generated creative briefs to focus marketing on key brokers & executives increasing brand value. Blue Shield of California MARKETING PRODUCT MANAGEMENT ASSOCIATE 2017- 2018

— Coordinated the logistics and delivery of marketing collateral of 125 open season health fairs & seminars at federal agencies across the state of California. ad3hod@r.postjobfree.com 510-***-****

(Located in San Francisco East Bay Area)

— Analyzed Salesforce & Survey Monkey data to generate reports to present the effectiveness of campaigns to make program improvement recommendations.

— Simplified access to the asset of marketing program collateral with a searchable document enabling salespeople to quickly find the materials they need to service their accounts.

— Supported member acquisition & retention by AB/ Testing, creating, updating & tracking of monthly surveys to federal HR representatives insuring meeting of new member milestones.

— Created graphics in Adobe CS, maps and presentations for use in healthcare documentation. Mettler Toledo-Rainin SALES & MARKETING OPERATIONS & EVENT COORDINATOR 2014-2016

— Directed all aspects of 10 annual domestic life science trade shows & conferences accompanying booth for proper set up and dismantling.

— Coordinated high touch home office support of a 60 person field sales team including HR support, travel arrangement, expense reports, lead distribution, e-inquiry, and demo requests.

— Developed processes & procedures to maintain demo equipment with $250k value through the back end of SAP (ECC) enabling finance to properly evaluate depreciation values & reduce costs.

— Generated SAP marketing campaigns to track leads from events & parent company for reports of revenue for commission payments.

— Spearheaded the planning, organizing, management & execution of the annual off-site national sales meeting & awards banquet ceremony.

— Maintained SAP Data integrity as a Data Steward generating new accounts, cleansing data, pulling reports and helping with general internal inquiries. SELF EMPLOYMENT & VOLUNTEER OPPORTUNITIES

Happy Halfling Stationary Designer/Owner Design custom stationary, decals, stickers & labels. OptionOne Healthcare At Home GRAPHIC DESIGNER Designed forms, prepared print/online versions to improve workflow.

PIixt.com UI DESIGN CONSULTANT Tested & performed trouble-shooting of software products. Analyte Media UI DESIGN CONSULTANT Tested website for visual & navigational usability Troy’s CA Trail Runs MARKETING & EVENTS MANAGER Managed all aspects of trail running events in South Bay Area

Hardly Strictly Bluegrass Festival EVENT ASSISTANT Staged & set-up for an annual event at Golden Gate Park drawing more than 800,000 attendees over 3 days to hear more than 100 artists SKILLLS

Adobe Creative Cloud

A/B Testing

Asana

Canva

Concur

Cvent

Dropbox

Google Suite

Hootsuite

Hubspot

Jira

Oracle CRM

Qualtrics

Salesforce CRM

SAP/ECC

Slack

Splash That

Survey Monkey

EDUCATION

San Francisco State University Bachelor of Arts Industrial Product Design Research & Development San Francisco State University Minor Marketing

CERTIFICATIONS

Google Digital Marketing & E-Commerce Professional Certificate Google UX Design Professional Certificate (in progress completion 2/23) Hubspot Marketing Software

Hubspot Sales Software

Hubspot Contextual Marketing

Hubspot Content Marketing

Hubspot Digital Marketing

Cvent Event Marketing Strategy Certification

Cvent Event Diagramming Certification

AWARDS & HONORS

Birdeye Employee of the Month September 2021

Mettler Toledo-Rainin 3 High Five Awards 2015

Mettler Toledo-Rainin Above and Beyond Award 2015

Epsilon Pi Tau Beta Beta Chapter Professional Honor Society for Technology & Research

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