Product Marketing

Monica Calzolari, MBA

*** ***** ******, *******, *** York 508-***-**** linkedin.com/in/mktzone/

****************@*****.*** www.monicacalzolari.com

Outstanding marketing communicator with strong project management skills and business acumen who thrives in fast-paced environments. Specialize in digital marketing that results in new customer acquisition. Apply competitive market research to create unique selling and value propositions that differentiate.

Professional Experience

SAINT JOSEPH’S COLLEGE OF MAINE, Standish, ME, a 3-month contract with The Registry

Interim VP, Enrollment Management, June 2022 - August 2022

Managed $650,000 digital ad budget for online admissions and $850,000 marketing contract with EAB for on-campus admissions. Reviewed and approved all creative for new recruitment cycle.

Worked closely with the Brand Studio and revised marketing materials featuring stronger differentiators such as Maine’s only Catholic college with 1,100 online adult learners and 700 traditional students.

Highlighted 10 merit scholarships up to $25,000/year on the website and in print to strengthen the value proposition message and address affordability upfront.

Advertised six most popular majors including nursing and business which lead to starting salaries averaging $55K, stressing ROI.

SUNY OLD WESTBURY, Long Island, New York, a one-year contract with The Registry

Interim VP, Enrollment Management, June 2021 - May 2022

Rebranded campus as the most diverse of the 64 SUNY campuses, a Minority Serving and Hispanic Serving Institution with 4,000 students, 89% commuters.

Met 97% of fall 2021’s enrollment goal (1,254 new students). Collected 617 deposits from first year students for fall 2022, an increase of 90% over results in early May 2021 during the height of COVID remote-working conditions.

Safely hosted a record number of visitors to campus in 2021-2022 with a record high of 1,069 visitors in April 2022 alone.

Reimagined two successful Open Houses and introduced five Admissions yield events including three in New York City.

Recruited 12 student panelists and produced six, one-minute recruiting videos for web and social media content.

Proposed expansion of the Honors College. One of 7 RFPs funded out of 42 submissions. Secured $150,000 in Honors scholarships and a $25,000 operating budget.

BASSETT HEALTHCARE NETWORK, Cooperstown, NY and Cobleskill, NY

Communications Contractor, December 2019 - February 2021

Interviewed Bassett physicians, nurses, senior administrators, and employees for the communications team for the press, intranet, website, and social media.

Wrote 30 articles in 14 months on COVID-19, cancer, orthopedics, diabetes, women’s health, short-stay rehabilitation, opioid use disorder, and mental health.

Managed print advertising for Cobleskill Regional Hospital and rotated ads every 6 weeks.

Grew Facebook followers for the hospital by 403% to 619 followers in 14 months. Took and posted more than 850 photos. Managed LinkedIn social media channel posting fresh, compelling content multiple times weekly.

HARTWICK COLLEGE, Oneonta, New York

Chief Marketing Officer, March 2018 - July 2019

Developed 150 rotating success stories featuring faculty, staff, students, and alumni in 35 academic disciplines.

Launched first master’s program in Translational Biomedical Research Management.

Optimized website from being 99% invisible to search engines to a 31% increase in impressions.

Executed 3 paid digital campaigns in 10 months.

Increased online registration by 30% with digital marketing.

Implemented Hootsuite. Increased followers to 15,000: 16.6% increase on Instagram; 6% on Facebook; 4% on Twitter.

Managed 3 direct reports and six student interns, capturing the student perspective.

UNIVERSITY OF MASSACHUSETTS BOSTON, Boston, MA

Director of Enrollment Marketing and Communications, 2010 - 2018

Introduced digital marketing to a predominantly print-oriented operation. Converted multiple print publications into digital assets and measured responses for 11 colleges.

Created a first-of-its-kind annual report which led to bi-annual reports for the next three years.

Created bilingual marketing materials for international recruitment in Chinese and English.

Wrote the winning 50th anniversary tagline: 50 Years of Excellence. A Lifetime of Opportunities.

Earned the University Military Friendly status.

Managed $1,000,000 annual marketing budget and produced 8 years of record enrollments.

Managed 3 direct reports and several student interns.

Education

Master of Business Administration, UCLA’s Anderson Graduate School of Management, Los Angeles, CA

Bachelor of Arts, English, Vassar College, Poughkeepsie, NY

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