AVP Brand and Marketing
Jun 2016 - Present (5 years 4 months)
Responsible for driving organization-wide marketing strategies and ensuring integration of brand, creative and content across Society channels including print, ad online. Manage and drive the Society's brand and evolution across the organization and its integration into all work and communications. Drive the development and manage implementation of strategic marketing strategies and plans across the organization that effectively deliver on the Society's identified organizational strategies and tactics.
Senior Customer Marketing Manager/Team Lead
Association of Perioperative Registered Nurses
Mar 2010 - Present (11 years 7 months)
* Manage team of marketing managers in the B2C segment of the organization. * Develop and oversee all strategic marketing plan initiatives for annual conference which accounts for $8 million, which is over 30% of the association's revenue, and one of the top 150 conferences in the United States. * Work extensively with creative department to develop all printed and digital collateral for B2C segment * Gather market intelligence to determine customer and business needs. Based on results, introduced two additional conferences to meet the needs of executives and emerging leaders. Attendance goals exceed in both conferences by 40% and 30%, respectively. * Develop strategic marketing plan for the Center of Nursing Leadership Division, an identified growth market for the association. Brand was strengthened and attendance levels increased at multi-site national events by 10% with revenues of over $650k. * Work collaboratively in cross-functional teams to meet organizational objectives and revenue goals of $22 million. * Own brand management and pricing strategies for Nurse Executive division and Surgical Conference.
Vice President Marketing
May 2003 - Jan 2010 (6 years 8 months)
(Merged with Westerra CU) Responsible for creating and executing strategic and tactical marketing plans in alignment with the company's strategic plan. * Participated as member of Asset/Liability Management committee to recommend new products and enhance existing products, establish pricing, and implement strategies to increase product penetration within the membership. Launched credit card multi-tiered campaign that increased accounts by 33% and loan growth and over $1.5 million within an eight-week time period. * Completed analysis to ensure product rates and fees were market competitive. Findings from analysis resulted in the re-pricing and repositioning of select deposit accounts and increased growth to $3 million within six months. * Developed and oversee corporate marketing budget and production of all marketing collateral. * Oversaw national award-winning Making Sense and National Endowment for Financial Education (NEFE) High School Financial Program (HSFPP). Utilized the RADDON CEO Strategies CRM system to provide research and quantifiable data to various departments and to support company goals.
Senior Vice President Marketing
SunCorp Corporate Credit Union
May 2000 - Jan 2003 (2 years 8 months)
Plan and direct all aspects of the organization's marketing policies, objectives, and initiatives. Built and managed a highly qualified marketing organization comprised of product marketing, marketing communications, and business development. * Oversaw and managed agency to implement new corporate brand for greater relevancy to the market. Two merger acquisitions were completed after new brand launched, company assets tripled (from $750M to $2.1B). * Oversaw VP Business Development, sales and marketing staff. Developed sales goals in alignment with the strategic plan. Launched new e-bill product and sales goals exceeded by 100% within one year. * Created strategic marketing plans to introduce new products to market. Managed all marketing and public relations through two corporate mergers to ensure client retention and maintain a positive reputation in the market. Only saw a 1% attrition rate post-merger.
Training Marketing Strategist
Denver, United States
Jun 1999 - Mar 2000 (9 months)
Serve as senior-level marketing strategist in the training organization to support business partners, clients and employees. * Responsible for managing departmental marketing projects and mentoring department staff. * Reengineered training web site to communicate and promote training. Site was second-most visited section of the entire JD Edwards website. * Developed and implemented training marketing campaigns to increase training revenue at national and international training centers. Launched five micro-sites for regional training centers in America, and created consistent branding materials for international training centers in Singapore, England, Canada, UK and Latin America. Oversaw production of all marketing campaigns produced in training marketing including quarterly training path publication. Reduced turnaround time, and cost of training collateral (165-page publication) through selection of new vendors, and improved process.
Director of Marketing and Education
Sooper Credit Union (King Soopers and City Market)
May 1997 - Jun 1999 (2 years 1 month)
Responsible for all marketing, public relations and promotional events to increase revenue, product penetration and membership growth. * Met with the Board of Directors to present proposals, new product recommendations, pricing strategies and marketing initiatives. * Prepared and implemented departmental budget in accordance to strategic plan. Created ROI analysis to monitor marketing campaign results. Developed and implemented business development program for 140 King Soopers and City Market stores in Colorado to generate new business.