SUMMARY OF QUALIFICATIONS

Highly motivated leader with strategic vision and exceptional interpersonal skills, backed by extensive experience in Digital Strategy, Marketing, Sales, Product &

Program Management, as well as a broad-base of competencies:

Proven ability to drive award-winning innovation and industry-leading digital strategy and websites.

Excellent qualifications in strategic planning with comprehensive knowledge of management, organizational development, team building and project

execution.

Strength in effectively leading and managing within and across multiple organizations.

Demonstrated ability to drive best-in-class interactive marketing and brand presence through digital strategy & operations for large, multi-channel &

international companies.

Strong understanding of the US commercial, medical, regulatory and legal environments with knowledge of both FDA and EPA regulatory requirements.

EDUCATION

MBA, Baker University, Baldwin, KS

BS Marketing Management, Park University, Parkville, MO

EXPERIENCE

Arena Consulting LLC

Strategic Marketing & Business Consultant (1/19 – Present)

Provide marketing and business consultation services within mobil communications, manufacturing, pharmaceutical, education, professional training &

restaurant industries.

o Currently contracted to develop marketing/promo campaigns focused on switching Sprint legacy customers to T-Mobile.

Marketing initatives include app, email, SMS, landing pages, website, vídeo, product pages & retail partners.

Current projects require working across Wunderman, T-Studios, Operations, Brand, Creative & PR teams

o Perform in-depth analysis (e.g., market size, competitive analysis, channel assessment, segmentation, financial performance) using quantitative and

qualitative methods to generate business insights to identify new sales channels, grow sales and regional expansion.

o Provide content strategy and development direction on vídeo campaigns targeted to grow enrollments, enhance brand and social presence.

o Provide organizational & marketing assessment with recommendations including operational restructure, process/technology improvements, M&Ps,

job descriptions, performance reviews, succession planning, rebranding and marketing strategy.

o Provide strategic competitive analysis and benchmarking to enable manufacturer to better establish marketing goals and objectives.

o Authored Digital Marketing – analytics, digital advertising, email, SEO, social media & emerging trends for Fred Pryor Seminars.

Fortune Brands Home & Security – MasterBrand

Sr. Director, Marketing & Digital (2/18 – 12/18)

Director, Marketing & Digital (11/15 – 2/18)

Led marketing strategy and CX for brands across digital, dealer/retail channels, sales and customer service to improve overall experience strategically and

competitivel

Led Digital Marketing, Graphics Design, Merchandising, Sales Support & Print Production teams responsible for over 40 different brands. Annual effort

included 30+ product launches and ongoing management, support and media of over 40 digital properties.

Directed, developed and implemented new integrated marketing initiatives to drive growth, awareness, and loyalty for all brands across dealer (B2B) & retail

(Lowe’s, Home Depot, Menards, Wayfair, Amazon, Houzz…) channels.

Integrated Marketing with Sales, Customer Service, and Channel cross-functional teams to ensure that performance objectives and customers’ expectations are

met.

Led strategy, development and implementation of all sales support tools and business portals.

Led the development, implementation, and integration of advanced visualization tools leveraging CGI, AR & VR technology.

Worked with Product Teams to establish brand value propositions, and ensure alignment for brand and channel touch points.

Provided coaching, performance management, and employee development to ensure the greatest overall impact on business results.

Analyzed market trends and recommended changes to marketing and business development strategies based on strategic analysis and feedback.

Prepared and managed marketing department budgets (media, print, merchandising and digital).

Provided strategic analysis on competitors' products, services, strategies and tactics to identify value opportunities.

Collaborated with Sales and Channel to develop strategic go-to-market approach and implemented the execution framework on identified opportunities.

Accountable for the implementation of all marketing and communication initiatives that delivered business objectives and growth 17% to over $2.5B in sales

revenue.

Served as a key and active member of the Senior Management Team.

Represented MasterBrand on the Fortune Brands Home & Security Digital Marketing Council and Big Data Initiatives Team.

Bayer HealthCare

Marketing – Manager, Interactive/Digital Marketing (10/08 to 3/15)

Developed and implemented Relationship Marketing (RM) Omni-channel Digital Strategy that provides a seamless consumer experience through all available

platforms (i.e. desktop, mobile, email, app, direct mail, social, store…).

Led growth of our CRM database to over 6 million consumers in less than 2.5 years.

Managed and provided direction $10M digital media spend budget across the Bayer brands (SEM, rich media, display, video, email, SMS, mobile…) as well as

a $3M digital marketing budget and ROI for animal health brands across the business.

Managed all digital creative and media campaigns across brands to optimize spend and meet business KPI’s. Grew digital media to over 1 billion impressions

and over 3 million ad clicks (25% increase in website traffic) while decreasing CPC over 83% YOY.

Managed regular SEO audits that increased organic traffic 78% YOY & ranked for 265 additional keywords each month compared to the same time the year

before.

Provided brands digital direction and recommendations to deliver on overall brand goals & objectives.

Managed the integration of marketing creative and communications efforts across all brand touch points (online/offline promo, mobile, social, PR, TV, direct,

sponsorships…) to maximize marketing effectiveness.

Established & implemented a social media strategy to enable Bayer to execute, manage and maintain a consumer and professional social media presence

across tactics while ensuring FDA & EPA regulatory compliance (ex. Facebook, Twitter, YouTube, LinkedIn, Bazaarvoice…).

Led the Implementation and management of a website analytics platform that enables the business to effectively track and manage campaign performance

across all tactics and brands without taxing IT resources.

Established & Implemented a Website Governance Team to ensure sites are grown and maintained to drive toward business goals, meet consistent vision for

creative direction and prioritizes site changes/enhancements.

Leveraged new technologies as appropriate to evolve business and efficiencies (ex. mobile/ipad apps, Bazaarvoice, mobile optimization, Brand Muscle…).

Supported the launch of our new Pet Specialty Channel and continue to drive channel online sales growth through our eTailers (1800petmeds.com,

drsfosters&smith.com, petsmart.com, petco.com…). Total Pet Specialty now accounts for almost 70% of consumer sales.

Provide Brand Managers, Agencies and Senior Leadership strategic direction on new web development, enhancements, brand compliance, technology

developments, digital creative and maintenance projects.

Provide senior management regular Digital Marketing Reviews & performance insights on overall digital effectiveness, campaign performance, user

engagement, ROI and competitive analysis/benchmarking.

Manage the development, implementation and support of in-clinic seminars, eDetails and digital efforts at trade show events.

Responsible for representing regional US digital marketing interests with Global Marketing and key countries around the world, as well as representing our

division on the Bayer eMarketing Council.

Contributing author for Bayer Global: A Guide to Digital Advertising. The goal is to help country Brand Manager’s through the process of determining which

digital activities are right for them and how to effectively ensure they are employed, integrated and measured.

Teva Pharmaceutical

Marketing – Manager, Digital Strategy & Operations (11/03 to 10/08)

Developed Teva Pharmaceutical long-range digital goals and strategy for all US & Canadian 20+ websites: Corporate, B2B, branded and non-branded pharma

sites (ex. Parkinsonshealth.com, Tevaclinicaltrials.com, Tevapartners.com, TevaNeuroscience, Copaxone.com, MSWatch.ca, Azilect.com, TevaCanada.com,

TevaAnimalHealth.com, Proairhfa.com, Qvar.com…).

Established internet/intranet Center of Excellence for Teva Global; ensure best practices for usability, brand integration, new technology utilization, web

analytics, reporting, content management, CRM...

Managed North American corporate intranet to ensure a consistent and quick delivery of all corporate communications.

Managed website operations for all 20 plus websites in US & Canada.

Provided project teams, agencies and senior management direction on all web development, enhancements, search optimization, online media, brand

compliance, new technology developments and maintenance projects.

Managed website budget and for all interactive marketing & ebusiness projects.

Collaborated with Product Managers & Directors to ensure alignment of interactive marketing initiatives with all offline marketing campaigns/activities including

patient programs, collateral, messaging, direct mail, brand development and customer care.

Ensure interactive marketing initiatives meet all product and brand guidelines.

Coordinated internet/intranet team and efforts across all IT functions to support company’s business objectives.

Provide senior management regular Website Operation Reviews & performance insights for inclusion in overall business plan.

Managed the development, implementation and support of eDetailing at all trade show events.

Sprint (2/97 to 11/03)

Marketing Communications – Manager, Digital Strategy & Analysis (10/02 to 11/03)

Developed Sprint.com strategy to effectively drive overall sales online.

Drove online brand awareness to increase marketing communication metrics; purchase intent, SOV (Share of Voice) & MWI (Most Want to Investigate).

Provided ongoing site planning and direction based on benchmarking, competitive assessments, product data, primary & secondary market research and

financial analysis.

Consulted with Strategic Business Units (SBUs) to ensure online branding, programs and promotions appropriately integrate with offline strategies.

Measured and managed marketing program P&L and ROI.

Aligned online marketing initiatives with national offline marketing campaigns to ensure a seamless customer experience.

Ensured site governance for brand guidelines, standards & process.

Provided ongoing strategic direction based on benchmarking, focus groups, surveys, competitive assessments, data mining, new technology assessments, and

analysis.

Developed strategic recommendations for online media buys and search engine optimization.

Presented online sales strategies & results for all Executive Briefs.

Marketing Communications – Business E-Commerce Manager (10/00 to10/02)

Developed business sales and marketing strategy for online pricing, promotion and product launch.

Managed all online content and marketing efforts targeted to business segment on SprintPCS.com.

Presented online solutions and strategies in all customer briefings and National Account Sales Meetings.

Established and communicate prioritization of business e-commerce development projects for year-round release planning.

Aligned online marketing initiatives with national offline marketing campaigns to ensure a seamless customer experience.

Managed online integration of new business products/services on mini-sites & Spintpcs.com: Vision, Business Connection, wireless web, 3G, voice activated

dialing…

Drove the development and launch of over 1,000 business extranet procurement sites.

Directed sales and operation groups in the implementation of online extranet procurement sites with National Account customers (i.e. Compaq, Boeing, GE, 3M,

IBM…).

Managed SA’s in requirement gathering for National Account extranet site customization requests.

Business Sales Operations – Marketing Program Manager (5/98 - 10/00)

Managed and implemented the development of Field communication tools for corporate sales support, including Survival Tool Kits, Playbooks and Pitch Books.

Managed trade show events, sales contests and sales meetings.

Provided technical sales support at client sales presentations and meetings.

Product managed the launch of new products and services with field sales teams.

Identified, recommended and executed new business communication solutions, including internal communication/PR.

Co-managed ad hoc BSOS activities, including sales contests, sales meetings and trade shows.

Managed advertising agencies and contractors on the development of outsourced sales collateral.

Managed the test of new e-Commerce extranet sites for IBM and Microsoft.

Developed account plan and strategies to penetrate top business accounts with new e-Commerce extranet sites. Justified value and minimized risk by

developing qualitative and quantitative ROI vehicles.

Managed contractors/vendors on the development & build out of second generation business extranet sites; defined requirements, coordinated implementation

with IT, managed the development of all back-end processes, launched sites and process to field.

Managed all operational aspects in the implementation and execution of business co-branded web sites; site development, sales manager & customer

orientation, site implementation, activity tracking & analysis.

National Sales Operations - Business Analyst (2/97-5/98)

Managed the operational build out of sales territories; worked with Regional VPs on defining sales channels, establishing headcount, determining market

penetration rates, and developed market profiles.

Developed product sales promotional collateral and presentations.

Managed the national launch of new products and pricing to the Business Sales Force.

Established National Sales tracking system and developed procedures for assessing close ratios, account performance, and activity updates.

Established weekly/monthly activity and stack ranking reports for executive briefs.

Analyze proposed product and service packages for customer acceptance, cost, and revenue potential.

Maintained National Account competitive matrices, lists, and product information...

Partnered with Finance to develop key performance indicators and quarterly trending reports.

Developed corporate sales commissioning database used by Finance to pay Account Manager commissions.

Managed the tracking of activations for contract compliance and National Account quotas.

AWARDS

Pinnacle Gold Leadership Award

Marketing Excellence Award

SRA Award

Bayer Ambassador Award

Pharmaceutical category Webby Award (International Academy of Digital Arts & Sciences) -Parkinsonshealth.com

FREDDIE Award (International Health and Medical Media Awards).

Standard of Excellence WebAward (Web Marketing Association) MSWatch.com

Nominated for a Webby Award in the Pharmaceutical category (International Academy of Digital Arts & Sciences)

Gold Award Patient Education Information Web Site (World Wide Web Health Awards)

Overall Best Interactive Health Web Site Overall (World Wide Web Health Awards)

Standard of Excellence WebAward (Web Marketing Association) TevaNeuroscience.com

Bronze Award Pharmaceutical Company Category (World Wide Web Health Awards)

TECHNICAL SKILLS & KNOWLEDGE

Workfront Adobe/Omniture SiteCatalyst Aprimo Brand Muscle Google Analytics/Trends Pardot

Slack Smart Sheets Digital Strategy Digital Media Planning SEM/SEO/eMail/Mobile Bazaarvoice

SharePoint Integrated Marketing Salesforce Social Media Mobile

SPECIALIZED TRAINING

Leadership Perspectives

Pharmaceutical Marketing & Branding

Interactive Marketing Strategy & Planning

Rethinking ROI – Building A Web Metrics Program

Capturing Requirements as Use Cases

Burke Institute - Managing Marketing Research

Burke Institute - Designing Questionnaires & Surveys

eTail Strategy

REFERENCES Available upon request

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