Mar 2011 - Present (10 years 7 months)
I lead the strategies, messaging, and budgets across all marketing channels – online and off – for eight of HFMA’s distinct products and services. HFMA is the nation’s largest collection of healthcare finance professionals (40,000+ members). My latest efforts include overseeing the social media marketing strategy and fine-tuning the brand’s email marketing efforts.
My most rewarding accomplishment: directing the integrated marketing strategy for HFMA’s 2012 annual revenue cycle conference (hfma.org/mapevent). More than 275 registrants and $270K in revenue exceeded my stakeholders’ goals for the event.
Brand Manager, DeepDiscount.com
Apr 2010 - Dec 2010 (8 months)
I wore many strategic marketing hats for this online retailer of movies, music, books, video games, and electronics. Efforts include email marketing, content marketing, social media, project management, product merchandising, and user experience strategy.
My most rewarding accomplishment: scheduling, creating, and testing every unique, daily promotional email. 500K emails sent per day. Open rate average = 10.9%. Click-through-rate average = 20.3%
Online Marketing Strategist, Writer/Editor/Proofreader
Sep 2008 - Apr 2010 (1 year 7 months)
I helped brands and not-for-profits with interactive marketing efforts from site redesign projects to copywriting and editing. Clients included The Foundation for Music and Healing, Kaplan University, Faith in Place, Fruition.net, IconLASIK.com, Wilson Sporting Goods, and Boise Cascade.
My most rewarding accomplishment: leading all aspects of the Sheehan-Law.com site redesign including competitive analysis, design agency interaction, SEO direction, content management, and testing.
Interactive Marketing Manager
Apr 2008 - Sep 2008 (5 months)
The corporate CMO promoted me to oversee Brunswick Bowling & Billiards’ $1.1 million interactive marketing strategy for their business-to-business, consumer-product, and retail brands.
My most rewarding accomplishment: convincing seven executives to adopt this comprehensive online marketing strategy based on ROI.
Manager, Web Communications
Nov 2005 - Apr 2008 (2 years 5 months)
Following the successful launch of Brunswick’s first corporate intranet, I was promoted to also lead the strategy, budget, and daily content for Brunswick’s public website (Brunswick.com).
My most rewarding accomplishment: spearheading the Brunswick’s site redesign strategy, convincing the CEO of the project’s ROI, and reducing maintenance expenses by $70K.
Intranet Site Manager, Corporate Communications
Sep 2004 - Nov 2005 (1 year 2 months)
I joined Life Fitness’ parent company to launch and manage BC One, Brunswick’s first companywide intranet.
I oversaw BC One’s design, user focus groups, launch, and daily content management. I also edited and proofread the employee print magazine, annual reports, press releases, emails, Board of Directors materials, and CEO presentations
My most rewarding accomplishment: fostering an agreement among IT, HR, and Communications executives on how to launch a unified intranet across four business units and 12 corporate departments.
Copywriter, Creative Services
Jan 2000 - Sep 2004 (4 years 8 months)
I managed all stages of the writing process (competitive research, concepts, presentations, editing, and proofreading).
Our creative team collaborated on 500+ print and online projects annually targeting 10+ unique vertical markets: health clubs, athletics (high school, NCAA, NFL, MLB, NBA, Olympics), military, hospitals, wellness, hotels, and retail
My most rewarding accomplishment: creating two successful marketing campaigns: “Built to Lead” (business-to-business) and “Where Does Your Workout Take You?” (retail). Post-launch revenue increased 200%.
Marketing Associate and Copywriter
Midwest Visual Communications (now AVI Systems)
Aug 1998 - Jan 2000 (1 year 5 months)
I created and managed marketing communications content for this $45M audio-visual dealer’s website, brochures, direct mail, trade shows, and newsletters.
Brands I supported include: Sharp, Sony, Epson, Apple, 3M, Polycom, InFocus, Crestron, Kodak, Toshiba, NEC, Canon, Quartet, Philips, Panasonic, Technics, Shure, Bose, JBL, and Pioneer
My most rewarding accomplishment: working closely with the Art Director to create an all-new 100-page catalog design highlighting 500+ products.