As part of the executive leadership team reporting directly to the Executive Director, I direct strategy, personnel, and operations for ACTFL’s marketing, membership, and publications departments. • Lead ACTFL’s overall marketing and membership operations to generate awareness and drive dues and non-dues revenue for the association• Drove 41% increase in new members and 25% YOY overall member increase• Increased membership retention rate by 25% • Led redesign and re-launch of association website• Develop and assess market research to build on ACTFL’s leadership in the education space• Develop and lead team to execute membership acquisition and retention strategies• Oversee application and optimization of iMIS membership database• Led migration from iMIS desktop legacy system to iMIS Cloud• As part of the Executive Leadership Team, work with CEO and other leaders to develop broad organizational strategy and implement plans for growth

At AssociationMAX, we specialize in giving association leaders strategic guidance and tactics that you can implement right now to generate more money, improve your bottom line, and deliver more value to members and your field. Some of our current and past projects include:• Program assessment and sales for webinar sponsorships at a healthcare association; developing road map document, sales collateral, and prospect lists• Branding and marketing analysis for a specialized, mid-sized AMC; assessed current web presence and sales collateral to optimize and create modern brand identity

Directed strategy, personnel, and operations for NAFSA’s membership, marketing, publications, and organizational advancement division. Oversaw budget of $5M+. Part of executive management team; developed and presented strategic recommendations and support to guide strategic planning efforts. Drafted and edited CEO and board remarks for public-facing and internal board reports. Directed brand and marketing outreach in a multi-channel environment. Represented NAFSA at events.• Introduced business case process for new program and product launches, ensuring fiscal and strategic goals were addressed throughout entire life cycle.• Created MMP overarching divisional group that brought together separate departments into a functional division, increasing efficiency, diversity of thought, and inter-departmental teamwork.• Created Digital Content Ecosystem to interconnect all NAFSA media and increase member engagement and cross-platform dissemination of critical IE information.• Moved to print-on-demand book publishing, modernizing book publishing by dramatically reducing production and inventory costs, improving profitability, and increasing operational efficiency in publications.• Diversified non-dues revenue stream with creation of daily e-Digest for virtual events and International Educator podcast to re-enforce organizational bottom line.• Implemented member communication e-mail automation, ensuring consistent reinforcement of member value proposition throughout member life cycle, resulting in largest 2nd quarter member dues receipts on record.

Directed strategy and operations for publishing (standards & general nursing books, e-books, and site licenses), certification and accreditation preparation materials, consultation services, speaker’s bureau, sponsorships and exhibits, Career Center, and sales. Developed, implemented, and provided oversight for strategic vision of all product management operations, guided by the ANA strategic plan and industry best practices. Managed day-to-day activities of a team of 9 (5 direct reports).• Drove one of the largest contributions of non-dues revenue for the association by setting and meeting budgetary goals for the product management division (more than $4M).• Implemented data-driven intelligence system using extensive direct customer and market research to establish customer personas, monitor and predict customer priorities, and leverage that information via persona-targeted product lines.• Sold more than $200K in sponsorships in first year of sponsorship sales activities.• Coalesced disparate product lines into cohesive, bundled learning solutions to give customers a richer learning experience and boost sales of underperforming products.• Implemented business case analytic protocol in product development, increasing likelihood of sales success while minimizing risk and wasted effort / resources.• Acted as partner with Marketing department to plan, budget, and implement all marketing activities, ensuring unified, cohesive branding for ANA product lines.• Ensured proper member and market segmentation to deliver highly targeted communications, marketing, and product awareness campaigns.• Represented ANA at industry trade shows, association meetings, and other events.

Served as president on board of directors. Provided oversight for operations and strategic membership acquisition for association. Regularly spoke at AM&P events on a variety of business management and publications-related strategic topics.• As board president, led merger of AM&P with Connectiv / SIIA to strengthen financial status, provide extended member benefits, and promote growth.• As member of the executive committee, worked with team to set strategic priorities and ensure deliverables were met by staff and prior contracted association management firm.• During my term AM&P re-launched and expanded our presence in the Chicagoland market with new content and outreach and also began operating in the NYC market to ensure that we could expand our reach outside the Washington, DC area. • We also brought the AM&P Annual Meeting and Excel Awards Gala back to a centralized location in downtown Washington, resulting in sold out attendance and exhibit halls.

Directed all publishing operations. Developed, implemented, and provided oversight for strategic vision of all publishing operations, guided by the ANA strategic plan and current industry best practices.• Set and met financial goals, including maintaining $2.6M revenue target by restructuring acquisitions and production processes and implementing business case model.• Directed social media and associated marketing campaigns, increasing awareness of new titles and integrating messages between traditional outlets and new media.

Directed all aspects of publication of The American Nurse newspaper and Online Journal of Issues in Nursing (OJIN) peer-reviewed journal. Set sales targets and oversaw $500K ad sales budget for all ANA periodicals. Expert advisor to communications and PR groups in matrix-based, cross-divisional team environment. Developed, implemented, and oversaw operating budget.• Managed vendor relations and contract negotiation with outside publisher of American Nurse Today, resulting in optimized contract terms that increased revenue and reduced costs for publication.• Conceived, produced, and introduced ANARadio podcast.

Edited and managed publication of Actuarial Standards of Practice (ASOPs). Designed and managed the ASB website. Developed and oversaw $400K ASB operating budget. Conceived, wrote script for, and oversaw production of official ASB training video.• Streamlined meeting planning to reduce budgeted travel expense and improve efficiency of board meetings.

Managed the production of Contingencies magazine and other Academy publications.• Conceived, designed, and produced the Actuarial JobSeeker and Actuarial Software Now supplements, which generated more than $50K in yearly non-dues revenue.• Set and managed department workflow to ensure on-time, high-quality production.