Led development and execution of go-to-market strategy around quarterly product launches, including creating messaging and value propositions to enable field and customer-facing teams, developing enablement and communication materials, partnering with marketing to drive demand generation, and reporting on results, empowering tens of thousands of financial services leaders to help their customers make critical financial decisions that shape their lives. Highlights:➢ Drove efficiencies and improved customer engagement by revamping and streamlining quarterly launch process and internal/external communications, including recategorization of launch products as either “new features” or “enhancements” and redefining the enablement and promotional assets required to support each.➢ Helped existing customers maximize the value of the software by initiating development and execution of the company’s first quarterly product adoption campaign strategy to drive adoption of key platform products. Increased product adoption by an average of 30% in the first year.➢ Contributed to creation of new prospective customer segment by leading the launch of Total Expert’s Salesforce integration, including development of messaging, enablement materials, sales training, competitive analysis, and listing on Salesforce AppExchange.➢ Solved internal pain-point in creation of product demo videos – customers’ most coveted launch asset – to more efficiently and consistently deliver demo videos for every product launched. ➢ Expanded team capabilities, efficiency, and output through hiring, onboarding, and supervising of Product Marketing Specialist role. ➢ Increased customer awareness and engagement through creation of excellent content, including product videos, 1-pagers, blog posts, release notes, presentations, Hubspot landing pages and emails, and the company’s first release webpage (totalexpert.com/releases).

Led execution of high-profile integrated marketing campaigns and programs targeting the Federal Health segment including account-based marketing, thought-leadership, email, social media, website, and traditional marketing tactics. Directly responsible for generating segment growth through demand creation and funnel acceleration based on analysis of market research/data on customer personas, buying behaviors, purchase drivers and preferred media/information consumption.Highlights:➢ Heightened visibility of Government Account Executives as industry experts and thought-leaders through development of a comprehensive social media/social selling strategy that included creation of a social media calendar with key dates/events/health initiatives, writing and sourcing of images for execution of organic posts, and daily collection and communication of third party posts for “liking” and “sharing/retweeting” via LinkedIn, LinkedIn Elevate, Twitter, and Facebook. 
➢ Enhanced the Government Account Executives' selling capabilities and drove improved customer interactions with the development of a renewed messaging strategy and creation of foundational sales tools – brochure, webpages, customer presentation and Account Executive Bio-Sheets. ➢ Increased online customer engagement through the development of a comprehensive digital marketing strategy targeting Federal Health segment customers that included email campaigns, audience targeting, and re-targeting tactics. ➢ Advanced commercial alignment and synergies between Federal Health Sector team and regional modality commercial teams/leaders through development of an internal communication plan that included a monthly e-newsletter and regular team participation/presentations on modality market intelligence calls. ➢ Enriched commercial education and established foundation for company-wide sales training curriculum through development and distribution of sales playbooks for Federal Health and Regional Progressive segments.

Managed development of comprehensive integrated marketing strategy for GEHC’s X-ray product portfolio within the US/Canadian Region, with focus on product positioning, market segmentation & targeting, and installed base retention. Directly responsible for generating regional product growth through demand creation and funnel acceleration, and supporting future product planning through the identification and understanding of market trends, relevant buying centers & personas, and customer needs. Highlights: 
➢ Increased online customer engagement, far exceeding baseline target metrics with 14.5% click-through and 66.1% open rates, through development and execution of comprehensive nurture email campaign to promote GE X-ray’s Helix Advanced Image Processing NPI.➢ Enhanced commercial selling capabilities with creation of digital marketing content, including on-demand NPI product overview/demo tutorials videos, product portfolio overview 1-pagers to supplement customer quotes/RFPs, and video testimonials for the newly launched X-ray products.➢ Helped secure over $2.1M in initial Optima XR240amx mobile X-ray orders through development and managing of marketing demo program as interim solution to address pre-commercial availability demo demand – 15 total demos conducted over 16 week period. ➢ Ensured zero customer cancellations of newly launched Optima XR240amx mobile X-ray by building and actively managing pilot site prioritization list and leading “voice of commercial team” to weigh strategic fit, customer need, and overall customer satisfaction.➢ Key contributor to 50%+ win rate as customer visit host for X-ray product showcase at GEHC’s Waukesha South facility. ➢ Enriched commercial education by co-leading X-ray Product Training for Imaging Account Managers, Commercial Leadership Program participants, and Inside Sales Representatives.

Managed global integrated marketing strategy development and execution for Caterpillar’s $4B product portfolio of Surface Mining Hauling & Extraction Equipment, with key emphasis on online customer experience and content strategy through purchasing cycle/funnel, channel/media execution, lead nurturing/marketing automation, and metrics. Highlights:➢ Led strategic development and execution of Cat Mining Trucks, "Run with Confidence", integrated marketing campaign to drive brand and product awareness, lead generation, and lead nurturing – VOC/VOD/SME insight collection and analysis, product positioning, creative messaging, content development, content hub creation, digital/print/social media plan, and channel execution.➢ Led strategic development and execution of next generation Cat Hydraulic Mining Shovels, "The Best of What's Next", integrated marketing campaign to drive brand & product awareness, lead generation, and lead nurturing -- VOC/VOD/SME insight collection & analysis, product positioning, creative messaging, content development, content hub creation, digital/print/social media plan, and channel execution.➢ Led MINExpo 2016 exhibit messaging & content strategy for Surface Mining Hauling & Extraction Equipment, including web and media channel strategies.

Managed global integrated marketing strategy development and execution for Caterpillar's $500 Million Hydraulic Mining Shovel product portfolio, including new product launch campaigns, go-to-market strategies, and product sales training.Highlights:➢ Led two new product launches (6015B and 6020B Hydraulic Mining Shovels); Voice-of-Customer analysis, market segmentation, product positioning, and creative messaging through go-to-market channel delivery (launch event, website, digital/print/social media, sales training, and sales support assets).➢ Conceptualized & delivered enterprise-first “Virtual Product Launch” to inform equipment global sales force ahead of physical product launch – greatest single advancement of business unit’s digital marketing transformation strategy in 2015.➢ Developed a comprehensive Product Messaging Guide for Cat Hydraulic Mining Shovels – established strategic messaging approach and product positioning for $500M product portfolio. ➢ Led Hydraulic Mining Shovel sales training strategy, curriculum development, and content creation for global dealer sales training programs – attendee assessments showed 25% improvement in curriculum quality/value and program effectiveness from 2013-2015.➢ Led digital marketing transformation strategy for Cat Hydraulic Shovels, managing production of numerous digital assets (videos, animations, web-based interactive tools, and 3D models,) to aid sales and training efforts – increased HMS digital asset library by more than 300%. ➢ Established translation strategy for Hydraulic Mining Shovel marketing content – achieved 94% global language coverage and lowered translation costs.

Managed global integrated marketing initiatives, brand standards, and sales training for company’s surface mining extraction product portfolio (Hydraulic Mining Shovels, Electric Rope Shovels & Draglines), with key emphasis on product marketing and sales training content development.Highlights:➢ Oversaw MINExpo 2012 trade show exhibit messaging & content strategy for Surface Mining Extraction Equipment, including web and trade press channel strategies – 2012 Exhibit awarded Ex Award for Best Trade Show Exhibit, Apex & Content Gold Award for Touchpoint Digital Program work, and E.X.C.I.T.E. Award for Best Environmental Design. ➢ Directed rebranding of Bucyrus Hydraulic Shovel, Electric Rope Shovel & Dragline marketing collateral into Caterpillar digital and print sales support assets following 2011 acquisition.➢ Led development of dealer sales training curriculums and materials for Caterpillar’s Surface Mining Extraction Equipment product lines.➢ Orchestrated acquisition of extensive photo & video asset library for Cat Surface Mining Extraction Equipment.➢ Managed corporate sponsorship with Milwaukee Brewers MLB Club through 2012 and 2013 seasons.

Managed global product marketing initiatives for company’s multi-billion-dollar surface mining product portfolio.Highlights:➢ Oversaw the development of “Bucyrus eSource”, an internal website containing technical product features/benefits information and customer value propositions to aid enterprise sales training and sales conversion efforts – company’s first comprehensive product information repository.➢ Managed integration of product marketing materials following the acquisition of Terex Mining in 2010 – established a foundation for organization’s post-acquisition branding of promotional marketing materials.➢ Directed trade press efforts for new product developments, improvements, and market introductions – increased trade press exposure over 200% from previous years.➢ Accountable for ESPN media buy and television commercial execution for Bucyrus 200 NASCAR Nationwide Series Race in 2010.

Conducted product and market research, analyzed findings, and made strategic recommendations to Product Marketing Manager and VP of Sales & Marketing. Researched and wrote trade press articles and press releases for surface mining products.Highlights:➢ Quantified total market opportunity for aftermarket support, segmented opportunities into achievable annual benchmark goal – shaped organization’s dragline aftermarket strategy.➢ Conducted competitive product analysis to shape competitive positioning of electric powered products in the marketplace.

Researched, analyzed, and implemented new in-flight product strategies for Midwest Airlines. Managed multiple product programs, including Abanco (in-flight credit card devices), DigEplayer (handheld movie players), Best Care Cafe (buy-on-board snacks). Wrote and distributed internal product related communications and directives to various Midwest Airlines departments.Highlights:➢ Created and led strategic development and execution of the airline industry’s first shelf-stable snack offering for short-haul flights – branded “Best Care Café” – as a low-cost, low waste and high margin alternative for inflight meals – Program was immediately profitable and similar programs are now commonplace across the airline industry.➢ Led research and analysis of inflight connectivity (Wi-Fi) offerings, selected leading candidates and managed RFQ process.➢ Managed inflight entertainment offering – Digi-Players – from strategic and operational standpoint.➢ Managed inflight credit card purchasing program – Abanco – from a strategic and operational standpoint.

Led a team of Case Managers responsible for managing the Bankruptcy Court's Case Management-Electronic Case Filing (CM-ECF) database. Wrote internal and external training documents for the development of Bankruptcy Attorneys (externals) and Case Managers (internal). Conducted training for Bankruptcy Attorneys and Case Managers.

Scheduled and coordinated court proceedings, including Chapter 7, Chapter 13, and Chapter 11 bankruptcy cases. Wrote and electronically filed court minutes from hearings and trials. Analyzed and electronically filed legal pleadings.