Dr. Catherine Lada, Cae Email & Phone Number

Washington, Dc, Us

Indianapolis, In, Us

Morgantown, West Virginia, Us

I teach in the graduate programs at Reed College of Media at WVU. Courses include audience segmentation and marketing metrics.

I'm a fractional chief marketing officer (CMO) and I specialize in helping mission-driven organizations develop and execute winning strategies that deliver impact – for people, planet, and profit. I have corporate experience as well as over 20 years of nonprofit work experience and over 10 years of nonprofit board experience in a variety of industries. My superpowers include getting up to speed quickly in new industries to create and execute impactful strategies for marketing, communications, and membership! I have a systems mindset and as a natural capacity builder, strengthen the teams I work with. Visit my website: www.CathyLada.com or contact me at cathylada@gmail.com

Lakewood, Colorado, Us

AAHA is a $12 million nonprofit serving the U.S. and Canada with 60 staff.Marketing team of 8.Operationalized $500,000+ strategic investment in a new product launch in partnership with a tech company, designing the go-to-market plan, integrated marketing/communications/sales plan, and product development road map, along with managing the day-to-day partnership activities, resulting in surpassing KPIs by 28-57%. (AAHA, 2022)Transformed project management, data-driven marketing operations (set new KPIs), onboarding, and training for a marketing department I grew from 7 to 9, resulting in increased accountability, meeting deadlines, meeting budgets, and radical transparency of marketing activities and KPIs across the organization. Sold 57% of admissions for annual conference within 6 weeks of registration opening; sold out conference 3 weeks prior to the event. Surpassed registration goal by 49% and helped corporate relations team surpass exhibitor/sponsor revenue by 13%. Created 1.5-day marketing training retreat using adult learning principles. 83% of my team rated their morale as high or very high after our marketing retreat. 100% rated the training I put together and delivered as very or extremely valuable. Revamped the membership web journey, significantly simplifying it by writing 35 pages of streamlined, on-point, on-brand content in tight partnership with the membership team leadership along the way. Web page bounce rate is down and inquiries are rising.Reoriented our approach to member recruitment based on content with a plan for evergreen marketing that will begin to generate inbound leads after its launch 11/1.

Alexandria, Virginia, Us

HRCI is a $16 million nonprofit association of 50 staff certifying HR professionals in 100 countries. Marketing team of 3.Owned the strategic thinking, development, ideation, execution, and optimization of best-in-class omnichannel marketing, including brand, paid search & display ads, web, social, industry marketing, tradeshows, campaigns.Guided launch of new association subsidiary focused on DEI standards. Wrote messaging architecture, go-to-market strategy, and marketing campaign plan. Increased leads from paid display by 384% within 7 months. Increased brand exposure via email campaigns, social media, website, paid search, paid display ads, public relations, content marketing, and more. Increased social engagement by 40% on average; increased web traffic 137%; web users by 40%. Oversaw the creation of a new branded webinar line for sponsors and a revised media kit.Partnered with IT and led cross-functional team to develop new website in the Sitefinity CMS, from identifying business goals, voice of the customer research, wireframes, content, to design and WCAG 2.1 (Americans with Disabilities Act standards) accessibility testing. Created culture of continuous improvement. Continually refined marketing and enhanced page views, open and click-through rates, engagement, and shares using A/B testing, data analysis, keyword research, customer interviews.

Periodically consult with nonprofits - see www.CathyLada.com• 2021: Enhanced organizational capacity and provided groundwork for a new strategic plan by conducting research and distilling complex findings, writing a literature review and subsequent analysis. Identified and evaluated specific pathways to scale social impact (including UN SDGs) used by top community-based economic development organizations.• 2018-2019: Provided strategic leadership for social impact, communications, marketing, and all new and existing revenue opportunities for a group of 7 Black-owned social enterprises, The Oasis Project in Pittsburgh. •••• Increased repeat business 60% within 6 months at one of its nonprofit social enterprises. •••• Co-launched Own Our Own, an entrepreneurial support organization for entrepreneurs of color; taught course on developing your pitch. Used Co.Starters curriculum and adapted it for food-based entrepreneurs. •••• Conducted market and product research for new $300,000 commercial community kitchen: interviews, surveys, site visits to similar enterprises. •••• Developed pro bono volunteer management system to ensure sponsor org. and volunteer expectations were met. •••• Conducted cafe pricing analysis and cost/margin analysis and adjusted all restaurant prices. Increased profitability 18%.• 2010-2016: Wrote $4 million in grant applications for behavioral health nonprofit, Wesley Spectrum; wrote reports, website copy, managed social media for various nonprofits.• 2010: Managed digital portals for the National Association of Corporate Directors across several corporate governance topics.

Arlington, Virginia, Us

GCCA is an $8 million umbrella for a foundation and three membership associations with members in 85 countries. Marketing team of 2 plus one intern.Analyzed, strategized, planned, organized, and aligned all paid, owned, and earned media. Realigned all activities around brand goals and business forecasts. Set KPIs. Marketing SME advisor to global offices. Created data-driven marketing culture, incorporating regular A/B testing, surveys, use of analytics, and member interviews.Increased product sales 40% by creating and implementing a comprehensive, coordinated sales, marketing, and branding plan for a B2B product with low visibility. Created robust media monitoring and response plans - gained $2 million in earned media (a 339% increase over the prior year), managed crisis communications (during COVID) and press relations. Updated a rapid media response guide for members.Conducted original research (focus groups, interviews, surveys) to better understand and meet member needs. Resulting insights improved the UX in key areas on the website, leading to increased program adoption and revenue.Enhanced global brand image campaign for the cold chain by increasing brand recognition of the World Food Logistics Organization and the Protecting the Foods Families Love(TM) campaign by 14%. Developed new member welcome/ onboarding digital drip campaign with landing page.

Pittsburgh, Pa, Us

Taught full time at AACSB-accredited Top 50 business school. Finished doctoral degree in 2015.Taught advertising, strategy, operations (supply chain), ethics, business communications, and intro to business. Oversaw student community/business consulting projects.Faculty advisor for Phi Gamma Nu and the Disney Club. Adapted traditional curriculum into an intensive honors-level course of 140 hours over 4-weeks and taught this study abroad intro to business course in Dublin, Ireland and Pittsburgh, PA.Named "Most Valuable Professor" by the women's basketball team (2018). Taught ethics to eMBA students in the Katz Graduate School of Business.

Chicago, Il, Us

This is a multi-million dollar division of a $1 billion packaging company run by a private equity firm.Helped grow $3 million top line revenue in 3 years – owned the strategic thinking, development, ideation, execution, and optimization of best-in-class integrated marketing and sales strategies through various channels, including the website, social media, industry marketing, tradeshows, channel/partner marketing, PR, campaigns, and more.First in this role – developed B2B marketing department from the ground up. Set budget, KPIs, supervised vendors. Created strategic partnerships with reputable companies in the industry vertical. Generated revenue and increased leads pipeline.Wrote content marketing pieces: catalog, product spec sheets, direct mail campaigns, social campaigns, blogs, sales presentations, trade show collateral, executive presentations, white papers, and more. Led website and blog launch.Recruited to provide pro bono consulting services as chair, membership committee to prominent industry trade association, COSTHA.Won the Rising Star Award (2013).

Arlington, Va, Us

Recruited to this position - an exponentially larger nonprofit. NACD is a $45 million nonprofit trade association focused on the c-suite and directors of public, private, and nonprofit organizations.Shaped new membership value proposition. Revised all membership messaging and collateral to conform to new brand.Built and executed digital campaigns for C-suite and director audiences. Designed new web search UX; curated digital content for web portals on finance, executive compensation, risk, and more.Launched industry brand portal for sound corporate governance and principles during Dodd-Frank era.Trained editors curating digital content for the daily e-newsletter, achieving open rates of 50%+.Named top 25 most-influential corporate governance social media influencer.

Concurrent position at Association of Chamber of Commerce Executives. Created and managed fundraising events and campaigns for the disaster relief fund, and opened a new channel of donations via public speaking engagements. Oversaw strategy and operations primarily focused on sustainable regional economic development. Worked with funders and helped secure and manage multi-year grants.

Us

ACCE, its Foundation, and its affiliated Benefits Trust Company comprise a $7 million operation. Promoted 4 times.Set strategy, vision, KPIs, budget; protected the brand; managed $750,000 budget for all earned, owned, and paid media. Built and supervised a high-performing team of 5.Created strategic partnerships with industry players to grow influence and revenue.Developed brand strategy; oversaw agency development and launched national branding campaign. Editor-in-Chief and contributor, Chamber Executive magazine. Edited three nonfiction books. Led website redesign.Researched, planned, created, and co-created dozens of programs, events, and services with 800+ volunteers. Connected pro bono volunteers with opportunities.Led website redesign.Researched, planned, created, and co-created numerous membership programs, events, and services for 800+ volunteers.

Rosslyn, Va, Us

Transformed an expense into a non-dues revenue stream that generated 75% ROI. Led website redesign, managing day-to-day vendor operations and coordinating input from 60+ staff and volunteers.

Founded a human resources consulting firm with three partners.Developed business plans, go-to-market plans, marketing plans. Secured first contract with county school system within 3 months of launch.

Managed all operations for $4 million branch of The Greenwood Group d/b/a Manpower Temporary Services, serving 1,000 temporary employees in Cumberland County.Selected to open a second branch location – I selected a location, oversaw build-out of a shell office space, hired staff, created and executed the go-to-market and marketing plans, securing our first contract within a month of opening the doors.

Fayetteville, Ar, Us

Launched numerous non-dues revenue streams and programs. Managed volunteers.Promoted successively from Staff Assistant to Vice President within 4 years.Served on Cumberland County Workforce Development Board.

Doctor Of Science, Information Systems And Communications

M.S., Administration (Conc. Public Administration)

Hba, Economics