Marketing Director

KACEY SPRINGHART WILSON

Powell, OH 614-***-**** **********@*****.*** www.linkedin.com/in/kaceywilson

Integrated Marketing Marketing Operations Digital Sales Enablement CRM Loyalty

Experienced marketer with two global Fortune-100 companies. Breadth and depth of experience across the entire marketing continuum including B2B, B2C, agency and client-side. Unique ability approach to synthesize strategy and business intelligence into high-value offerings. Leads with an agile and customer-centric mindset to provide customer solutions, drive measurable business results, and advance a culture of positive change.

Key Competencies

Omni-Channel Marketing Data-Driven People Leader

Sales Enablement Profit-Driven Customer-Centric

Professional Experience

Cardinal Health, Dublin, OH 2014 - Present

Director, Marketing Enablement and Operations, 2016 - Present

Built and lead an integrated marketing and operations team serving a $12B medical products portfolio. Focused on end-to-end customer experience, content management, metrics marketing ROI, omni-channel campaigns, and annual marketing planning.

Built model and brought discipline, method and processes to tracking metrics and measuring ROMI

Lead MarTech capabilities and tool sets to streamline processes, campaign planning, and maximize operational effectiveness

Pioneered a blueprint for Marketing Performance Management (MPM) software

Provided oversight, governance, and measurement of customer data initiatives in partnership with Digital, SalesForce.com, and Lead Gen teams

Developed and implemented the first enterprise-level sales enablement platform for just-in-time sales and marketing collateral to win, serve, and retain customers· Launched to over 2000 sales and marketing colleagues and was adopted as the enterprise standard, increasing productivity by 14%

Director, Customer Engagement and Loyalty, 2015 - 2016

Led marketing team responsible for user growth, retention and engagement via segment loyalty programs covering $1.5B in sales. Pitched and presented to C-suite on program results.

Increased revenue of Cardinal Health brand products and services growth rate from $1.8k day to $15k day after enrollment in acute hospital program

Increased in-channel penetration and out-of-channel category conversions; growth rate increased from -0.1% month to +0.13% month after enrollment

Led cross-functional team comprised of Legal, Sales, Analytics, Training and Creative to build marketing tactics and tools built on a foundational customer journey

Achieved customer satisfaction of 75% top-two box

Senior Product Manager - Customer Engagement and Loyalty, 2014 - 2015

Built a new Medical Segment Rebate program designed to solve customer pain points while driving revenue and retention

Conducted VOC research which ultimately drove the value proposition and messaging platform

Built omni-channel marketing plans for two loyalty programs culminating in a full suite of marketing tactics (direct-to-customer campaigns, sales training, web, customer satisfaction surveys, etc.)

Spearheaded an exploratory expansion effort of Medical Products in the Animal Health Vet space; Conducted a market assessment, primary customer research, product assortment, and built the GTM plan

Kacey Springhart Wilson **********@*****.*** Page Two

Cardinal Health, Cont.

Led a cross-functional team that launched the first-ever SalesForce.com marketing automation journey for the Med Products organization

Recognized as a graduate from the Nine-month High Potential Leadership Development LEAD Program

Beat the Heat Finalist, 2017; Enterprise-wide Innovation Initiative

Abbott Nutrition (Division of Abbott Laboratories), Columbus, OH 2006 - 2014

Senior Manager, Strategic Marketing Planning and Development, 2012 - 2014

Led the development and execution of the Abbott College of Marketing training program for over 200 marketers. Provided fundamental changes to marketing excellence via development and consulting on a strategic planning framework to deliver effective annual brand plans.

Created tools, processes, and capabilities to shift brand marketing from a supplier-led to a consumer-based marketing organization

Developed the brand marketing training and development strategy including competencies and capability mapping

Accountable for Stakeholder management and alignment with C-Suite

Raised marketing knowledge capability by 5 points in less than 9 months, as measured by CEB's Marketing Excellence Survey

Generated and led the development of a "marketing scorecard" to measure health and effectiveness of brand initiatives

Senior Marketing Manager, 2010 - 2012

Directed e-Commerce business strategy, including website, marketing and channel strategy, SKU rationalization and promotions for AbbottStore.com. Launched first ever Abbott Nutrition subscribe and save loyalty program.

Increased AbbottStore.com sales by 29% vs prior year; exceeded goal

Developed a paid search campaign resulting in a 4:1 ROI on AbbottStore.com

Implemented segmented communications of lapsed, new and heavy purchasers

Communications drove incremental $25k in less than 3 weeks with an ROI of 10:1

Implemented SEO for DTC sales conversions resulting in 8:1 ROI (Elecare) and 7:1 ROI (Similac)

Senior CRM Strategist, 2006 - 2010

Led planning, implementation, and evaluation of multi-channel B2C and B2B digital and CRM programs for the Ensure®, Glucerna®, EAS® and ZonePerfect® brands. Guided a cross-functional team of 10, including outsourced creative personnel.

Delivered 5x incremental revenue and consumption with the Glucerna CRM program

Increased Ensure trial program open rate from 20% to 75% in six months

Saved $1.2 MM through media optimization

Recognized with more than six awards for website development for the Glucerna CRM website

Education

Master of Business Administration - Franklin University

Bachelor of Science in Communications - Magna Cum Laude - Miami University

Bachelor of Fine Arts in Theatre - Magna Cum Laude - Miami University

Thought Leadership

Healthcare Businesswomen's Association Women's Initiative Network

Association for Talent and Development Speaker at The Loyalty Expo 2018

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