STRATEGY & CAMPAIGNS

Define & Implement Marketing Strategy

I have defined marketing strategy, created messaging, composed marketing materials, and directed campaign execution for organizations in several industries, including financial services, software / technology, healthcare, and performing arts.

Results:

Cardinal Health: Contributed to 25%+ revenue growth for business unit by developing detailed marketing plan and producing messaging, sales materials, presentations, and integrated marketing programs.
TIBCO Software: Steadily grew sales and pipeline for new healthcare industry vertical, ultimately exceeding 5% of company revenues for first time in Q3, 2012
Foresight Corporation: Achieved annual growth rate of 30% and customer retention rate of 98%.
JPMorgan Chase: Created and managed marketing campaigns bringing more than 300,000 new customers, and contributing to the growth of credit card, business banking, and online banking lines of business.

Content Marketing & Thought Leadership

To promote the Cardinal Health health economics and outcomes research team as thought leaders, I directed the content planning, design and production of magazine featuring in-depth articles on HEOR-focused topics.

Results:

Led team of 10 subject matter experts in composition of articles and industry resource content.
Doubled exposure for 2016 edition through digital publication and promotion.

Product Marketing Management

I possess a unique balance of technical understanding, customer focus, marketing fundamentals, and communication skills, which enables me to present complex product information in a straightforward fashion.

By working closely with the technical development and sales teams, I am able to distill product information into compelling marketing materials for effective product launches, lead generation and sales campaigns.

Results:

Internal: Supplied sales team with detailed product messaging documents, provided product presentation materials, and led product training sessions.
External: Composed product marketing materials, website content, developed presentations for tradeshows, and led webinars for product launches and updates.

Project: Customer Success Stories

I arranged for customers to share their success stories, and helped to produce written case studies and video testimonials.

Sisters of Mercy

Read Success Story
Testimonial Video

Rush Health

Read Success Story
Testimonial Video

CareFirst BlueCross BlueShield

Testimonial Video

Project: Healthcare Executive Event

Working closely with TIBCO’s Chief Healthcare Strategist, I managed an invitation-only gathering of executives and industry leaders focused on transforming the healthcare industry through modern technology solutions.

Result:

The Healthcare Industry Transformation Project event directly resulted in two major new customer sales and produced other top-quality sales leads with accelerated sales cycles.

Project: Personalized Business Banking Campaign

I created a direct marketing campaign supporting a network of 650 business banking relationship managers. This campaign incorporated a personalized letter with an offer for a free Business Valuation Report. To obtain their report, prospects were required to have a face-to-face meeting with a banker.

Results:

25% Response Rate: In-person appointments with 5,000 new prospects.
Generated $570,000 in annual profit, at total program cost of $70,000.
Exceeded program goal by 50%.

Project: Event Management - TIBCO User Conference

I led critical aspects of TIBCO’s customer conference, the company’s premier annual marketing event, attracting more than 2,000 attendees. I managed a 3-day track of industry-focused customer presentations and coordinated more than 75 technical demonstrations from resources across the globe.

Results:

Introduction of Event Driven Healthcare was one among highest rated and best attended sessions of user conference.
Solutions Showcase received excellent reviews from attendees and TIBCO management team.

Project: Tradeshow Marketing

I led a team of 15 in preparation for the company’s presence at major industry tradeshows, including HIMSS and AHIP. These responsibilities included defining core messaging, developing product demonstration scripting, and managing booth logistics.

Result:

Provided more than two dozen qualified leads to sales team directly related to tradeshow activities.
Educated national sales team on healthcare vertical messaging, providing foundation for increased sales and pipeline for the vertical.

Project: Global Sales Enablement Campaign

Working closely with Paris-based software architects, I created a sales enablement campaign to bring to market the TIBCO’s Telecommunication Fulfillment Orchestration Suite product.

I researched the telecommunications industry and competitors, distilled TIBCO’s product capabilities into a concise messaging document, and provided detailed scripting and sales collateral materials.

Result:

Educated global team of Account Development Executives for targeted, sales campaign.

Project: Team TIBCO Challenge

I led the project to stabilize and operationalize a technical demonstration which leverages the company's sponsorship of a world-class women's professional cycling team to showcase TIBCO technology through an interactive cycling challenge for the company's exhibit at trade shows and conferences.

Prior to my leadership and hands-on involvement, the demo was unstable and often failed. I defined business requirements, secured programming resources, oversaw testing, and drove the project to completion.

Result:

Established a 'must-see' technical demonstration which is the hit of any trade show exhibit space, and has been used at several conferences to generate booth traffic and showcase TIBCO technology.
Mended relationship between TIBCO and the cycling team, which had been strained by the technical instability of the demo.

Product Development: Premier Client Credit Card

I led the development and launch of a new credit card product targeted at the bank's highest value retail banking customer segment.

Based on customer preference information from surveys and focus groups, I defined product requirements and led system set-up and testing to ensure flawless operational performance.

I led the launch of the product through Direct Mail, Digital Marketing, and Retail Branch channels.

Identifying Market Trends: Biosimilars

Identifying a market trend of new competition for biologic therapies in the pharmaceutical industry, I suggested focusing one of our company's market research summit events to focus on obtaining physicians' perspective on anticipated changes to treatment patterns from these new products.

I also coordinated a presentation by a panel of experts at a major international academic conference in Vienna to gain pharmaceutical industry perspective.

This research will arm us with insights and provide credibility to position our team as thought leaders in this emerging space.