Serves as a key member of the Cone Health marketing and communications leadership team, reporting to the EVP and Chief Marketing & Communications Officer. Defines and drives Cone Health’s marketing strategy in partnership with key internal business partners. Leads the creation and implementation of segmented marketing strategies for Cone Health that differentiates its services and consumer experiences from the competition. Ensure that Cone Health is strategically marketing its services and experiences externally, using all platforms such as the website and all digital channels, to maximize Cone Health’s reach,engagement and impact. Ensure that Cone Health is strategically promoting its services and experiences externally, using advertising platforms such as TV, radio, billboard, print and digital, to maximize Cone Health’s reach, engagement and impact. Ensure that Cone Health’s services and experiences are being strategically marketed and communicated internally, as well to its stakeholders. Leads Cone Health’s relationship with applicable outside agencies.

Responsible for direct oversight and management of marketing, advertising, branding, website, social media, photography, videography, and creative service functions for the university. Hire, train, and supervise a team of 19 professional staff members. Manage the University Communications Department’s operating and advertising budget. Develop and execute integrated marketing strategies and advertising campaigns to attract prospective students, grow the international visibility, cultivate business partnerships, and enhance the reputation of the university. Conduct market research, advertising tests, and data analysis to guide strategy, drive decision-making, and ensure the effectiveness of marketing and website functions. Serve as the primary web and digital strategist with oversight of the university’s website and social media accounts. Provide crisis and issues management guidance and support; create and disseminate campus-wide emergency alerts; develop crisis/issues strategies and generate communications to all audiences. Lead event communication and promotional strategy for major initiatives (building openings, VIP visits, etc.). Set strategic direction of the university brand; ensure alignment with university’s strategic plan and brand architecture. Develop content to support marketing strategies; including: tv commercials, videos, digital ads, print ads, out-of-home/billboards, view books, magazines, media info sheets, talking points, social media graphics, etc. Manage contracts, RFPs, and relationships with external vendors, agencies, and freelancers.

Assumed position and all applicable supervisory responsibilities, at the request of my supervisor, during a restructure and hiring process (while maintaining all other existing responsibilities). Included supervision of a team of three full-time professionals responsible for the development and execution of all news and media relations activities. Promoted the university through targeted media pitches, strategic op-eds, and coordinated media interviews. Developed and executed integrated public relations strategies and campaigns to enhance the university’s reputation and image through public relations functions, including formulating strategies, crafting messages, and building internal and external relationships to grow the international visibility and reputation of the university.

Developed marketing strategies and tactics for the Dollar Tree and Deals Stores for the mobile, loyalty, web, email, text message, and social media channels. Managed the loyalty and mobile marketing budget; co-managed the DollarTree.com digital marketing budget. Managed the launch of the DollarTree.com and Deals-Stores.com mobile websites. Managed email marketing program (1 million+ subscribers, plus rented lists). Designed and launched Dollar Tree’s loyalty program, the Value Seekers Club. Developed content and monitored interactions of Dollar Tree’s Facebook, Twitter, Pinterest, and Foursquare accounts. Re-launched and managed Dollar Tree’s text message marketing program; including development, deployment, and analytics-tracking of marketing text messages. Developed and executed all aspects of Dollar Tree’s contest strategy. Produced promotional and seasonal videos; including video concept, scripting, product procurement and allocation, art direction, talent management, on-site video direction, and post-production feedback.

Member of a three-person licensing and branding team that ranked 15th in gross licensing revenue within the NCAA, totaling more than $60 million in retail sales in 2012. Developed brand collaborations with key business partners (ex: Pepsi, Adidas, Barnes & Noble), then implemented marketing plans to meet business (sales) goals and drive awareness for both brands. Promoted the transition to the Southeastern Conference through marketing, product development, and events. Organized “hot market” promotional activities for the 2011 NCAA Women's Basketball National Championship. Coordinated all efforts related to filming ESPN’s College Game Day commercial on campus. Promoted the new football uniform launch via social media and on-campus media event. Reviewed and approved materials with Texas A&M marks and logos produced by licensees. Worked with the Collegiate Licensing Company to manage 750+ licensees and their respective products. Promoted Texas A&M University products, events, and brand through social media channels. Managed legal and financial contracts for all mural, crafter, photo, and video license agreements. Launched Texas A&M’s official Pinterest account—one of the first university Pinterest accounts in the country.

Managed all aspects of marketing and advertising for the Lowe’s tool business, including national promotional plans for print, direct mail, digital, social media, in-store signage, television commercials, and in-market events. Developed and executed strategic marketing plans to reach sales, margin, and inventory goals for the tools merchandising division, resulting in more than $4.58 billion in sales. Co-Captained company-wide Father’s Day and Holiday marketing strategies that resulted in double-digit comp sales. Captained the 56-page bilingual Lowe’s Tool Catalog; received Lowe’s “Fusion Five Award” for work on this project.

Executed a rebranding for the Things Remembered brand; implemented the new branding across all channels. Coordinated the creative direction and production for print ads, point-of-sale kits for more than 600 stories, retail activations, and promotional catalog. Trafficked radio and television advertisements for The UPS Stores in 125 co-op markets in 33 states and Puerto Rico.