Deanna Mullen Email & Phone Number

Sacramento, Ca, Us

Rancho Cordova, Ca

Lead a team of communications strategists delivering high-impact consumer marketing strategies for more than 90M members. Recruit, hire and develop talent, while increasing engagement/effectiveness scores. Recommend and execute successful process improvements across teams.Collaborate with cross-Enterprise leaders to improve communication/campaign strategies and effectiveness for our target audiences.Agile learner, strategic thinker, and resilient leader who works hard to achieve goals and pivots as needed. Key contributor for projects such as: - Key stakeholder leading VSP rebrand project for VSP Vision Care line of business - Crisis communications strategies - Relaunch of vsp.com website - site content/content strategy, member experience, process optimizations - Marketing strategy for 2019/2020 acquisitions - lead team and marketing/comms strategy with senior leadership - Email marketing strategies for high-impact audience segments - Implemented Content Editorial Board for cross-LOB collaboration - Consumer/member network strategy - Intake/traffic team process improvements

Rancho Cordova, Ca

Lead the Member Communications team to directly impact key organizational goals to drive bottom-line revenue. Focus on projects and programs to increase voluntary enrollment, traffic to web assets, traffic/sales to e-commerce site, and performance on industry-leading e-mail marketing campaigns through strategic and dynamic communication strategies. Improve and develop team engagement/performance, employee retention, and talent recruiting.Generate process improvements, develop new processes, and implement across Marketing team to increase effectiveness and efficiency across marketing team.Implement and analyze marketing communications and initiatives for B2C and B2B audiences, working with all levels of management.Editor-in-chief/Product Owner of industry-leading and award-winning VSP EnVision Newsletter - manage strategy, positioning and editorial content. (+3.2M/month circ rate). // Year-over-year results include (2012 to June 2013): Increased e-newsletter open rates more than 4% to achieve 28% (two times the industry average); increased click rate 4% to achieve a 7.6% open rate (4.5% over industry average); increased click-to-open rate by 12% (two times the industry average), increased subscriber base by more than 650K in one year.

Lead and manage team of three Senior Communications Managers, two Communications Managers and an Intern through strategic and tactical marcom initiatives for the B2C audience.Set communication strategy for web, e-mail, and collateral projects and delegate necessary tactics to team.Develop, manage, implement and analyze marketing communications and initiatives for B2C and B2B audiences.Lead strategy, positioning and editorial content for an award-winning consumer-facing e-newsletter (3M/month circ rate). Year-over-year results include (2012 to June 2013): Increased e-newsletter open rates more than 4% to achieve 28% (two times the industry average); increased click rate 4% to achieve a 7.6% open rate (4.5% over industry average); increased click-to-open rate by 12% (two times the industry average), increased subscriber base by more than 500K in one year.Work closely with management, Market Managers, Product Managers, Communications team, Sales, and executives on strategic direction of B2C communications.

Develop, manage and implement marketing communications and initiatives for the member/consumer and client/broker audiences.Lead strategy, positioning and editorial content for a consumer-facing e-newsletter with a monthly circulation of more than 3M.Grow subscriber base for e-newsletter through segmentation campaigns and consumer outreach. Increased subscribers by net 900K in 2011 and 530K in 2012.Increased open rates more than 6% from 2011 to 2012 (avg. 24%), increased click-to-open rate (avg. 25-30%) through effective content development and messaging.Work closely with Market Manager to determine strategy, creative and messaging for direct-to-consumer mailers to increase voluntary enrollment. 1-month direct mail program with more than 84K mailers in 2012 garnered +1000% ROI.Collaborate with sales team, cross-line-of-business partners and executives on strategic direction of member communications.Manage the recruiting, onboarding, and development of Marketing Communications Interns as a leadership opportunity. **2012/2013** Planned, directed and implemented newsletter redesign, incorporating mobile-responsive email and desktop/mobile-responsive microsite on WordPress platform. Managed and utilized resources (both internal business partners and external vendors) to complete project in 2 months without budgeting for the redesign. Reallocated costs and expenses from other areas of the project to cover the redesign costs.

Developed and executed strategic and effective marketing communications for global marketing initiatives. Lead development and implementation of strategies and tactics across multiple channels.Consulted with corporate business partners in multiple lines of business to develop strategies, key messaging and vehicles for marketing and communication programs.

Rohnert Park, Ca / Sacramento, Ca

Planned, managed and executed marketing strategies for appliance distributor to exceed revenue goals. Produced a comprehensive + integrated marketing mix including print collateral, direct mail, media, consumer and trade events and online advertising to a target demographic in three key markets, while consulting on a national marketing team. Developed marketing strategy, steered brand message and assessed goals to optimize and grow business segments, both B2B and B2C.Managed marketing activities and budgets for 20+ appliance brands, such as for brands such as Thermador, Dacor, KitchenAid, Jenn-Air, Sub-Zero/Wolf and Electrolux, to increase sales and reach in 4 key markets.Improved marketing reach with television and radio campaigns, print ads, improved website/SEO, and online banner ads (standard banner ads and retargeting ads).Initiated development and strategy for new company website for 4 major appliance distributor websites (Standards of Excellence North, Standards of Excellence South, Westar/Arizona, Florida Builder Appliances). Developed all content/assets, directed graphic redesign elements, managed vendor relations, and implemented SEO strategy, leading a team of 4 and reporting to the VP of Marketing.

Western Region, United States

Managed the internal and external sales training demands of 13 western-region states by identifying training needs and developing and delivering appropriate training curriculum for Whirlpool, Maytag, KitchenAid, Jenn-Air and Amana brands in national, contract and retail channels.Implemented and managed brand training of contract accounts dealers, retail dealers and national big-box stores, including Sears Holdings, Best Buy, Lowes, Ferguson, and Arizona Wholesale.Mentored, supported and developed 15 field representatives and assisted Division Director in a supervisory role.

Sacramento, California Area

Attended a 10-week brand immersion program at Whirlpool Headquarters to develop product and brand knowledge, sales training skills, and account management experience. Established and maintained over 55 effective trade partner relationships through regular store visits, formal and informal training and key involvement at special events to generate loyalty for brand portfolio.Created and conducted product training, provided extended support and ensured proper merchandising of products at trade partner locations including contract dealers and big-box national account locations.

Bachelor'S

Vsp Emerging Leadership Program

Vsp High Potential Leadership Course

Ileap (Inclusive Leadership Acceleration Program)