Senior Director of Marketing
Resume:
Kerry Howell s
Email: ************@*****.***
Profil e
Dynamic marketing executive with extensive experience in life sciences, clinical diagnostics, and healthcare industry. Accomplished track record developing and launching new products and services for domestic and global markets. Skilled leader and mentor for diverse teams, motivating and achiev- ing outstanding performance and results. Proven track record championing long-term strategic goals, developing short-term tactics, gaining corporate support and leading growth initiatives. Global and regional knowledge, with comprehensive understanding of market dynamics and customer needs . Professional experienc e
Crown Bioscience
Senior Director of Global Marketing 2021 - 2024
Led a team of product marketing managers to develop and implement strategic marketing plans to drive and increase brand awareness, lead generation, and revenue growth for the company's diverse portfolio of preclinical research services and products .
• Cross-functional team leadership - execution of integrated marketing campaigns, including spear-heading B2B strategic account based marketing using Rollworks platform resulting in a 50% increase in qualified leads and a 20% boost in revenue within the first 12 months .
• Digital Marketing - led the implementation of initiatives and processes including the introduction and deployment of Monday to manage all marketing projects, updated digital content (blogs, white papers, webinars) social media campaigns, content marketing, driving a significant increase in online customer engagement and website traffic.
• Process development - implemented new and improved processes for marketing campaign de- velopment, workflows, analytics and reporting resulting in increased team efficiency and improved visibility of progress
• Market Trends - analyzed market and competitor activities to identify opportunities and threats, providing actionable insights to executive leadership and sales team for informed decision-mak- ing and mitigation.
BioRad Laboratorie s
Director of Downstream Marketin g 2016 – 202 1
Directed and led a team of 4 global Product Managers and 4 Marketing Communications spe- cialists for all brand and product commercialization of range of Quality Control products, software
(SAAS) and solutions for in vitro diagnostic test systems ($500M) .
• Brand Management - defined, developed and implemented go-to-market strategies and campaigns to drive lead generation and sales growth in new market segments including: molecular infectious testing, workflow solutions and clinical data management solutions .
• Brand Development - updated and launched over-arching brand with new value proposition to combat aggressive competitive positioning, with an original concept and collateral focus- ing on customers unmet challenges. Developed two new supporting training modules for sales teams to explain the value proposition and counter the competition .
• Social Media - launched first business division social media campaign in 2019. Developed and launched first customer newsletter with educational content to engage customers and deliver added value beyond promoting products
• Campaign Tracking - created & implemented metrics to track promotional campaign progress, analyze metrics and determine KPI’s for e-marketing initiatives .
• Product Launch - led major brand management project initiatives for key portfolio reposi- tioning, commercialization requirements for new Workflow Solutions product launch including unique value proposition and determining direction for product name and overall branding .
• Project Management - introduced updated marketing project management concepts into team including Agile marketing, working in 2 week sprints to populate content into a new Media Portal and used online project management tools including ASANA and Wrike to track tasks and monitor progress.
Senior Global Product Marketing Leade r 2014 – 201 6 Directed and lead a team of 5 global Product Managers for range of Quality Control products including Infectious disease, immunology, diabetes and molecular for in vitro diagnostic test systems ($200M) .
• Directed and led the development and implementation of a global marketing strategy for in vitro diagnostic quality control products in molecular diagnostics .
• Directed and managed market assessments for opportunities in new technology areas and new market segments: NGS; Mass Spectrometry and Circulating Tumor cells .
• Led marketing requirements for launch of new quality control products in molecular infec- tious disease marke t
ZEUS Scientifi c 2012 – 201 4
Director of Worldwide In Vitro Diagnostic Marketing Led strategic & tactical marketing initiatives for range of in vitro diagnostic test systems for infec- tious disease and autoimmune disease. Developed marketing processes & infrastructure includ- ing hiring new marketing team members, introduced & implemented marketing project manage- ment capabilities .
• Developed updated brand image and strategic positioning for ZEUS Scientific and product ranges to increase market awareness and engagement .
• Led implementation of marketing project management system & developed plan for product launches, receive & incorporate VOC feedback & technical promotion of product(s) .
• Improved communication with major distributors with biweekly team meetings to discuss sales progress & plans for new products launched, which grew 100% in first year of launch .
• Introduced e-marketing promotional capabilities for product & company awareness cam- paigns providing open rate of 15% & click through rate of 2% .
• Hired marketing coordinator to improve event planning & communication with Marketing Communications agencies, developed a new over-riding image & focus area for conferences
& tradeshows .
PBL InterferonSourc e 2011 - 2012
Director of Global Marketing
Developed and led execution of updated company strategic direction & managed company’s marketing, sales, customer service & technical support functions . Additional Experience
GE Healthcare (formerly Whatman Inc )
Strategic Growth Initiatives Manager/Director North America Consumables Marketin g Director North America Sales Operations/Product Manager Clinical Diagnostics Abgene International (part of Fisher Scientific )
Sales Account Manager
GE Healthcare (formerly Amersham Biosciences )
Product Manager Molecular Biology Reagents
Research and Development Scientist
University Hospital of Wale s
Physiological Measurements Technician in Cardiology Education
University of Bristol, England, UK
Bachelor of Science with Honors in Applied Biological Sciences Professional Developmen t
Brandman University Advanced Leadership and Management Development Program s Talent Management and Fundamentals of Managemen t
Building Business Acume n
Principles of Accountable Leadershi p
Consultative and strategic selling skill s
Problem Solving Tools & Tactic s
Fundamentals of Marketin g
Social Media Marketin g
Communication Skills and Team Leadershi p
cGMP 101 and ISO 9000 Internal Quality Auditin g
Finance for non-finance manager s
Introduction to Business Administratio n
War-gaming, Competitive Simulations and SPIN selling Technical Skill s
Microsoft Windows 365, Excel, Powerpoint, Word, Google Drive and Applications; Lotus, Oracle, Outlook, iGoldMine, SalesForce, SAP, Peachtree, Drupal, Typo 3, Team Lab, Decision, Business Objects, Constant Contact, iContact, Marketo, Multiview, Demand Solutions - Forecast manager and Collaboration, EB2, JDE and Metreo, Hubspot, Rollworks, Monday
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