Doreen Tho Email & Phone Number

Lake Forest, Illinois

ABBOTT DIAGNOSTICS DIVISION, Abbott Park, Illinois Director, Marketing Operations January 2012 – PresentLead team to achieve operational excellence across content, channels and consumption of marketing analytics while instilling a measurements mindset to increase effectiveness. Design process improvements and execute integrated business planning reporting cadence on a monthly basis to gain business transparency, timely insights and efficiency. Key Achievements:• Resided in Russia to lead primary market research and develop short- and long term strategies for public and private labs to accelerate growth while building brand equity. Result: Double digit growth. Built team of Pan-European talent and leader sponsorship across division for sustainability.• Developed standardized metrics for pre- and post product launches to drive efficiency and accountability. • Elevated marketing skills across the world through the development and on-site training of standardized marketing tools, plan and templates to achieve consistent marketing practices. Director, Strategic Program Development July 2010 – December 2012Led team comprised of strategy, and regional management to identify and develop programs and strategies for top growth opportunities in developed and emerging markets. Served as catalyst in innovative and customer-focused thinking in key areas to increase customer satisfaction via change processes, plans and education.Key Achievements:• Spearheaded the most comprehensive market study in China to capture and prioritize customer unmet needs from 800 stakeholders. Result: A quantified data-driven strategy based on 68 out of 135 unmet needs was developed to penetrate into a new segment, Class 2 Tier City and grow the existing segment of Class 3 Tier. Proceeded with Phase 1 of the 3-phased strategy through addition of 86 headcount in 2011. Gained senior management visibility for cross division expansion efforts.

Implemented the Outcome-Driven Innovation methodology into Hospira's culture which was adopted worldwide within 1.5 years. The prioritized customer unmet needs were used to evaluate current and future business models, solution platforms and market positioning in developed and emerging markets.Key Achievements:Partnered with corporate, regional marketing and R&D to identify key customer targets as baseline for growth strategy. Result: Created a job ecosystem blueprint that linked customer jobs and success metrics to support Hospira's growth strategy.Trained over 100 people worldwide to increase the impact on theirt job on customer unmet needs. Result: Innovation became part of the curriculum for Hospira's leadership program, new hires and customer advisory panel discussion content. Captured and prioritized 550 metrics from over 1300 customers to enter new markets in the US, shape the market penetration strategy for China and grow market share in Japan. Result: Increased the R&D pipeline with18 pre-concepts.Evaluated key programs product development against the customers' metrics to optimize each product launch. Result: Saved 3-6 months development time.Director, Mktg & Communications-(2006-2008)Lead the KOL program in tandem to create breakthrough solutions. Established value chain proposition across key stakeholders. Developed marcom strategy to expand the Medication Management Systems unit's presence. Key Achievements:Developed vision for incorporating customer input in product development. Result: The framework was chosen as platform to spearhead innovation efforts. Launched Hospira MedNet-a leading edge patient safety software-and the 802.11a/b/g (first to market) with a record breaking result of 28.2% open rate compared to the industry rate of 20.7%Developed US media strategy to increase awarenes and brand equity. Result: Increased media coverage by about 40% in 2007 through audience-specific messaging.

Directed marketing communications and evolved the organization's long-term brand management platform on a global basis. Oversaw the development, integration and execution of communications across business units, product management, sales, employees and other key internal and external stakeholders. Served as the media spokesperson for Consumer Electronics.Key Achievements:Established a solid foundation for the company's first brand strategy to evolve the company's image from a dominant fuse manufacturer to THE World Leader in Circuit Protection. Lead a disciplined approach in conducting a global brand survey, and competitive audit to define the scope, architecture, and regional impact to help shape the brand strategyLead overall communications for the media, customers, sales channels and employees following the Wickmann Group acquisition. Developed a microsite to maintain consistency in Littelfuse's leadership positioning with the expanded portfolio of brands in circuit protection solutions. Lead the first public appearance with the acquired company at Electronica, world's largest electronics event; -won a silver award from the Business Marketing Association for integrated branding.

Lead Sales and Marketing to reposition the newly consolidated organization with leading-edge brands in the transient voltage surge suppressor manufacturing industry. Developed manufacturer rep and end user tools to enter the new to the firm, retrofit market.Key Achievements:Created and executed first marketing communications strategy to support private labeling and new channel needs.

Lead a global team of marketing managers to develop and execute marketing programs for the Operations Practice-this practice brings in more than 55% of the firm's revenue. Programs include brand messaging, executive briefings and leveraging strategic alliances with outside organizations and lines of business. Align and collaborate with corporate and regional marketing.Key Achievements:Played lead marketing role for the Global Excellence in Operations (GEO) Program conference. Achieved 94.29% of executive level conference attendee ratings for the North American conference at Good or better. Received significant media positioning in the Financial Times Special Supplement on Manufacturing Excellence, U.S. Industry Today, and Supply Chain Mgmt Review.Partnered with alliances and industry experts to develop content (WebMethods, Citibank, Volkswagen AG, Arzoon, E. Solutions) for Supply Chain Management conference. Achieved 75.83% conference attendee rating of Good or better. Pioneered portal listings in LogisticsWorld.com and Purchasingresearchservice.com to generate awareness and leads. Showcased intellectual capital and thought leadership resulting in a 30% increase in web traffic to atkearney.com.

Lead a team of 14 marketing communications managers to develop and execute marketing communications programs targeted at Fortune 1000 companies. Developed and executed web strategies for customer and sales channel to grow and retain the customer base. Develop brand voice position to drive brand image cohesiveness and integrate with advertising, public relations, media and trade show activities to heighten positioning with key influencers, decision-makers, and targeted communities.Key Achievements: Directed the first all-data products promotion in 1Q99 through strategic partnership with Cisco, 3Com and other leading data companies to leverage brand positioning in data products and services. The "Bottom Line. Digital Line." campaign targeted all business segments. Results: Achieved a record high response rate of 3.345% response rate for the Mid Market segment.Launched ValueLink Plus direct mail programs (as part of the Usage program) to retain and grow usage revenues. Results: 46% intraLATA toll term plan penetration from original objective of 30%. Won President's Award 1996.

Develop and implement marketing communications programs including integrated branding and B-to-C advertising while managing a $38 million budget. Lead the team from pricing through senior management to achieve sales and profit objectives.Key Achievements:Evaluated the co-op agency performance. Recommendation resulted in switching agencies to reduce cycle time, lower cost, improved customer service and increased efficiency of the authorized distributor co-op program.

Consult with business units to improve financial and operational performance, evaluate control processes, review compliance with company policies and sound business practices, and monitor the attainment of company objectives.

Manage a $350,000 ad and collateral budget; develop and execute ad strategies for various industries and managing ad agencies, legal and internal subject matter experts. Leverage the company's achievement of market/brand recognition as a systems integrator to include positive and consistent editorial coverage, and the improvement of communications within the corpration.Key Achievements:Generated 550 leads at the NetWorld trade show, utilizing advertising, direct mail and press conference formats.Enhanced company's credibility by leveraging editors of external trade pulbications to cover 20 key issues and case studies

Mba, Communications

Bsba, Marketing