Senior Leader, Marketing and Communications
Resume:
Heidi Marcin
Farmington, NY ***** • 585-***-****
***********@*****.*** • linkedin.com/in/heidimarcin/
Dear Recruiting Manager:
I am pleased to communicate my interest in playing a role your organization’s global marketing efforts as Vice President, Marketing. Over the course of my 20-year marketing career, I have had the opportunity to lead the marketing efforts of organizations in a variety of industries in both the public and private sectors, including technology, finance and higher education. After being a leader in the higher education marketing space for over a decade, I am eager to apply my expertise in a new sector.
In my current as Executive Director of Marketing Strategy at Syracuse University, I oversee the enrollment marketing efforts of the university, developing marketing strategies aimed at prospective students and families. Additionally, I lead a marketing team that supports current student retention efforts from a marketing and communications perspective. Operationally, the marketing division has recently moved from a decentralized to a centralized model of working, and I have been on the forefront of developing processes and practices that allows my strategy team to work effectively and efficiently with colleagues and partners across the organization. I was also heavily involved in a rebranding of the organization--including brand research, new visual and verbal identity and a repositioning in the marketing place. I am proud to lead my marketing team of directors, strategists and project managers in the continued execution of our brand strategy. It is within this framework that we develop marketing strategies and tactics to attract and enroll new students.
My 20 year career has allowed me to build my skills in many areas including strategic leadership, change management, business analytics, integrated marketing communications, paid/earned/owned media management, lead generation, customer experience, social media, and digital marketing. As a member of my local chapter of the American Marketing Association (and as a former board member), I make it a point to stay on top of the latest marketing trends and analyze their application in a variety of industries.
In addition to my marketing background, I have experience in organizational strategic planning, community outreach and leadership training. In my role as FLCC’s Coordinator of the Center for Professional Excellence (a position I held in addition to my Director of Marketing role), I developed and delivered strategic leadership training opportunities to non-teaching faculty and staff. This included leadership development courses, communication workshops, systems thinking seminars and other relevant workplace skill-building.
I look forward to learning more about this exciting position, and I thank you for your consideration.
Best,
Heidi Marcin
Enclosure: Resume
Heidi Marcin
Farmington, NY 14425
***********@*****.*** • 585-***-**** • linkedin.com/in/heidimarcin/
Senior Leader, Marketing and Communications
Forward-thinking marketing, communications and brand strategist offering a 20-year career delivering revenue growth, executing successful marketing and communications strategies, creating memorable brands and directing providers-all in the face of constantly changing technologies. In sync with customer needs and requirements as a priority for successful marketing and profitable business operations; able to create a tone of excitement about products and services with customers and clients. A realistic planner who creatively anticipates the future while effectively executing present-day responsibilities. Confident communication style with a demonstrated ease in earning trust while conversing with diverse audiences; high level of personal and professional integrity paired with motivation to drive, build, produce, and succeed.
— Areas of Expertise —
Brand Strategy and Stewardship Strategic and Market Planning Change Management Internal and External Communications
Product Branding and Promotion Integrated Marketing Communications Staff Development and Motivation
Presentations and Training Budgeting and Expense Control
Professional Experience
Syracuse University Syracuse, NY
Executive Director of Marketing Strategy April 2019-Present
Develops and stewards the overarching marketing priorities strategic plan. Works closely with business units, team and other marketing teams to ensure effective prioritization and planning annually. Makes sure resources are in place to partner with other units to build marketing plans that help them advance their strategic priorities. Provides strategic counsel to Sr. Leadership, Deans, Faculty and staff related to marketing strategies and tactics. Directs a team of directors, strategists and project managers in the development of marketing plans and related materials. Helps team members trouble-shoot challenges. Works with other leaders to ensure marketing programs roll out on time and on budget. Serves as lead marketer on special projects as needed.
Key Accomplishments:
Developed high-level, multi-channel brand campaigns aimed at raising the profile of the organization among target audiences throughout the U.S..
Oversaw development of new marketing materials (digital and print) based on a new visual and verbal identity/rebranding of the organization.
Built positive and solid relationships across the organization to implement a new model for working with the Division of Marketing and Communications.
Constructed processes, policies and practices for marketing strategy team operations.
Finger Lakes Community College Canandaigua, NY
Director of Marketing 2008-March 2019
Lead all marketing efforts for educational experience; oversight and development of budgets, deliverables, direct marketing, collateral, and training. Serve as the primary point of contact for partners, media vendors, and outsourced marketing contacts. Help increase student enrollment and boost college brand awareness by developing events, marketing campaigns, grassroots advertising, promotions, and student programs working directly with marketing teams. Spearhead content and design for all print, brochures, digital and web. Consistently work with various internal and external departments ensuring information was provided to all parties and followed through with all departments for needs. Present status and results to upper management and strategic leadership partners.
Key Accomplishments:
Spearheaded complete rebranding and delivery of college identity; compiled research, assessed constituent feedback, design of logo, tagline, colors, website, and marketing materials.
Headed the development, build-up, and launch of digital marketing strategies for prospective students; improving engagement and increasing return on investments.
Executed personable leadership for a team of creative designers; surpassing deadlines, working within budget, and award-recognitions for high quality production.
Coordinator of Center for Professional Excellence 2015-2018
Provide coordination of collaborative and development opportunities for faculty and non-teaching faculty and staff to better serve educational development of students at FLCC. Development and professional learning opportunities range from workshops, in-person conferences, and best practice discussions.
Key Accomplishments:
Co-authored and taught a six-week leadership development course to 30 faculty and staff members throughout various levels within the college.
Focused class and workshops on skill-building and strength-finding activities to best attain desired development outcomes.
AM&M Financial Services Pittsford, NY
Marketing Manager 2006-2008
Arranged strategic and creative marketing and communication material for financial services firm with over $500M in assets, supporting programs across all channels. Worked on individually set project goals to deliver on time and within budget, often working on multiple projects at once within both business-to-business and business-to-customer areas. Carried out annual budget and planning worth $250K.
Key Accomplishments:
Delivered strategic marketing plans as sole department member; amplifying specialties area of client communication, paid and earned advertising, and client specific events.
Composed client survey for delivery; increasing customer insight and providing areas of improvement and change.
Rochester-Genesee Regional Transportation Authority Rochester, NY
Director of Marketing and Communications 2003-2006
Directed event and promotional marketing strategies for conception of Renaissance Square Project and Communications Department for city’s public transportation. Oversaw Marketing Coordinators in the development and implementation of promotions and special events. Amplified customer and employee satisfaction and interaction with transportation authority with streamlined communication channels. Led the presentation and pitches to secure funding; speaking directly with local, state, and federal officials.
Key Accomplishments:
Monitored launch of $230M community development project; targeted community support with newsletter and progress-update website.
Oversaw internal and external messaging system for 700+ employees totaling $60M as public organization.
Managed creative coordinating team with annual marketing budget of $1.2M.
Education
Bachelor of Arts in English
Concentration in Professional Communication and Information Design
Nazareth College – Rochester, NY
Professional Certified Marketer
American Marketing Association
Recognition
Finger Lakes Community College Distinguished Service Award
Rochester Women’s Network Up and Coming Business Woman Award
Community Involvement
American Marketing Association
Board Member 2012-2016
Higher Education Special Interest Group Chair
Rochester Museum and Science Center
Innovation Celebration Planning Committee
Uncorked and Untapped Fundraiser Planning Committee
Canandaigua Chamber of Commerce
Board Member 2018-2019
Technical Skills
Operating Systems: Windows, Mac OS
Software: MS Office Suite, Adobe Creative Cloud, Adobe Dreamweaver
Workflows/Project Management: Basecamp, Slack
Video Conferencing/Webinar: Zoom, WebEx, GoToMeeting
Email Marketing: Constant Contact, Mail Chimp, Emma, Fire Engine Red
Marketing/Social Analytics: Google Analytics, Hootsuite, Spectate
CRM: Slate CRM, SalesLogix (Infor CRM)
Social Media Platforms: Twitter, TweetDeck, Facebook, Instagram, SnapChat, Flickr, LinkedIn
Blogs: WordPress, Blogger
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