Senior Manager Mental Health

Brenda Booth, MBA

Experienced Senior Manager

Proactive and accountable marketing leader with a history of key roles within the evolving healthcare industry. Skilled in designing strategies, developing products, managing budgets, coordinating all aspects of marketing communications, and building lasting partnerships to ensure operational excellence and intended business results. Extensive knowledge of healthcare clinical programs, quality initiatives, and standardization of clinical practices that improve patient experience and outcomes and increase health system operational efficiencies.

Select accomplishments

Created Cardinal vendor marketing strategy, developed and executed new programs within 9 months in role.

Developed Allina Health group therapy product and grew program by 46% within the first year.

Exceeded 2019 Allina Health Adolescent Day Treatment program volume growth target by 5% through marketing and inpatient physician and community referral outreach initiatives.

Led Allina Health system-wide safety initiative resulting in $3.5M in capital to improve on regulatory standards and reduce patient risk within mental health inpatient units. Created financial estimate and business case approved by the executive leadership team.

Curated the vision, mission, and marketing strategy for my own business, Body One Wellness, due to strong passion for sharing health and well-being with others. Gained customers through evolving B2C marketing strategies; 85% of lead generation came from ongoing and transformational digital marketing strategies.

Possess broad marketing knowledge with experience with TV, radio and print advertising, media buying, direct mail, tradeshows, physician consensus conferences and digital media.

Professional Experience

CARDINAL HEALTH, Dublin, OH 04/2022 - Present

Fortune 20 distributor of pharmaceuticals, a global manufacturer and distributor of medical and laboratory products, and a provider of performance and data solutions for healthcare facilities. Fiscal year revenue 2022 $181B.

Senior Product Marketing Manager

Accountable for development of at-Home Solution Vendor Marketing strategy, program oversight and dotted line management of product managers who execute $5M annually in marketing programs.

Partner cross-functionally with sales, marketing, sourcing, category management, strategy and finance to consistently refine program strategy, identify new opportunities that align with category strategy, business objectives and industry trends.

Oversee program operations, sales, pipeline management and monthly reporting to stakeholders on revenue progress to $5M goal. Program partners include Medtronic, Dexcom, Abbott, Tandem, Smith & Nephew, Kimberly Clark, Johnson & Johnson, 3M and others.

Manage financial reporting and budgeting for program. Created visibility, and financial controls, by building and migrating campaign management into Salesforce. This led to 20%-time savings each month for reporting and billing.

Create sales tools, pitch decks and manufacturer facing marketing materials.

Responsible for program lifecycle management and solution development to increase revenue.

ALLINA HEALTH SYSTEM, Minneapolis, MN 02/2015 - 03/2022

Nonprofit healthcare system that operates 11 hospitals and 90 primary care clinics, along with numerous specialty clinics. Annual net operating revenue of $4.32B and 35,000 employees FY2018.

Program Manager

Developed clinical programs, formulated strategies, created business cases and marketing initiatives for mental health programs within the organization. Partnered with cross-functional teams and built long-term relationships with physicians and external referral partners. Oversaw operations, financial aspects, and regulatory control of projects, collaborating cross-functionally with multiple departments to ensure programs were launched on-time and meet clinical requirements.

Built program to decrease variation in prescribing practices and reduce cost of care for children and adolescents with ADHD. Created financial model which estimated 2% operational cost savings.

Led the expansion of partial hospitalization and day treatment programs and the standardization of child and adolescent inpatient mental health units. Presented results to executive leadership, including key data on the competitive landscape, patient need assessment and financial growth projections.

MHEALTH FAIRVIEW HEALTH SYSTEM, Minneapolis, MN 01/2013 - 02/2015

Nonprofit healthcare system which encompasses 10 hospitals and 48 primary care clinics; includes 34,000 employees and annual net operating revenue of $5.6B in 2018.

Health Educator

Developed robust knowledge of healthcare services and created strategies and tactics to align initiatives with varied target audiences. Partnered with stakeholders to lead initiatives that positively impacted the bottom line.

Created curriculum and trained 75% of primary care medical providers within three months on evidence-based patient interactions to increase patient satisfaction scores for the year.

Developed and set metrics for a diabetes Health Coaching Program; improved diabetes D5 measures for a group of 300 patients from 45% to 53% in one-year through the enhanced program.

Increased average attendance of the Diabetes Support Group by 5% each month, over a six-month period through the development of marketing plan and personal facilitation of the program.

BODY ONE WELLNESS, Minneapolis, MN 01/2006 - 12/2014

Mobile health and lifestyle provider of personal training, yoga, and health coaching focused on empowering women to make lasting behavioral and lifestyle changes. Founded the organization and employed five team members.

Owner Marketing Manager

Launched business from the ground-up, establishing vision, sales operations, training and customer-driven marketing strategies. Collaborated with internal and external stakeholders to ensure operational excellence.

Served 100+ clients through evolving B2C marketing strategies; 85% of lead generation came from ongoing and transformational digital marketing strategies.

Developed corporate and community-based wellness presentations for clients that included the Minneapolis Home and Garden Show, BI Worldwide, Zeiss Metrology, and Shelter Architecture.

Produced blog posts, newsletters, and articles that appeared in Oxygen Magazine, Southwest Journal, Minneapolis and St. Paul Magazine, Kare11, and Fox9 News.

HANLEY WOOD MARKETING AGENCY, Minneapolis, MN 04/2006 - 08/2008

Brand strategy and content marketing agency with revenue of $47.5M during 2018.

Project Manager

Managed client advertising campaigns from initial idea through execution. Motivated and worked with agency teams, including creative, production, finance, and client services.

PARADYSZMATERA, Minneapolis, MN 04/2005 - 04/2006

Direct mail list broker for marketing campaigns via traditional and digital opportunities. Agency now closed.

Marketing Manager

Identified unique opportunities and championed strategic approaches to business growth; managed tradeshows and marketing tactics. Hired, managed, and mentored associate marketing manager.

SHOPHQ, Eden Prairie, MN 10/2000 - 04/2005

Multi-channel video retailer and American cable, satellite and broadcast television network. Owned by iMedia Brands Inc. and annual sales of $596.6M in 2018.

Media Account Manager

Led all aspects of client and external media agency relationships, generating $3M in sales. Negotiated print budgets totaling over $500K annually. Managed team of three graphic designers.

MARTIN/WILLIAMS Advertising, Minneapolis, MN 11/1998 - 10/2000

Full-service advertising agency; part of Omnicom Group. Revenue of $34.8M in 2018.

Account Assistant

Assisted with the daily management of $50M U.S. Bank account marketing. Led campaign launches, wrote creative briefs, managed competitive analysis for five product categories, released campaign tactics, and tracked metrics.

Education

MBA – Master Business Administration (4.0 GPA), St. Catherine University

BBA – Marketing, University of Minnesota – Duluth

Technical Skills

Microsoft Office – Word, Excel, PowerPoint Visio Constant Contact CRM Lean Six Sigma Process Improvement Methodology Web Analytics Tools Phase and Gate Product Launch Process EPIC EMR Salesforce Tableau

relevant skills

Strategic Planning Marketing Execution Voice of Customer Insights Customer Experience Journey Mapping Multi-Channel Integrated Communications Digital Marketing Cross-Functional Team Leadership Cross-organizational Collaboration Project Management Program Development Product Management Public Speaking Research Product Marketing Innovation Data Analysis Budgeting and Forecasting Sales Enablement Market Sizing Pricing KOL Development Customer Research

interpersonal skills

Building Relationships Empathy Communication Conflict Resolution Strong Self-awareness Trained Coach and Active Listener Responsible Accountable Tenacious Driven Self-motivated Team Oriented

fun facts

Passionate About Healthcare and Mission Driven Work Strong Interest in Product Development and Innovation Completed MHealth Fairview Leadership Development Program Main Stage Health and Wellness Presenter at the Minneapolis Home and Garden Show Dog Lover Swimmer Triathlon Finisher Patient Monitoring Solutions Advocate

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