Hired in newly created position to develop strategic marketing in order to grow this established division. Evaluates, plans and directs strategic marketing and communications initiatives, while providing managerial, editorial and general oversight to partners, stakeholders and internal team members. The Director of Marketing & Communications primary responsibility is to serve as an "architect" and thought-leader. Key Contributions::* Restructured team to bring in-house digital marketing expertise. Also outsourcing to subject-matter experts in design and web development. * Monetized key media assets, including Ag Alert newspaper, California Bountiful magazine and television show. Doubled the number of magazine subscription in six months. Reach 1.1. million viewers with TV show. Packaging media buys for all channels versus a siloed approach. Added digital options for member-only Ag Alert newspaper. Beginning to see a reverse trend in declining ad sales. * Completed a new brand strategy platform to modernize and unify a fragmented brand identity that developed over the last 100 years. Received strategy and visual identity approval from executives and the board of directors. Launched in December 2020.* Overhauled key websites to drive more top of the funnel traffic and create a seamless user experience.

Lead marketing strategy for California's largest independent business association. CalChamber helps businesses comply with California's challenging laws and regulations by providing products, services and a key focus on the customer experience.Key Contributions:* Repositioned the 125+ year old brand with a compelling video that tells the story of how CalChamber helps California do business. * Developed quantitative market research study to size the competitive threat and determine advantages. * Deployed new e-commerce site doubling conversions by cross-sell, up-sell and a streamlined user experience.* Shifted marketing strategy by reallocating more of the marketing budget to focus on digital campaigns. Achieved an average of 3:1 MROI with paid search marketing and an 8:1 MROI on email marketing.* Recruited and developed a team with digital marketing expertise to deploy campaigns quickly and cost effectively. * Created a marketing analytics discipline and solution for marketing staff to obtain real-time campaign results.* Developed search engine optimization strategy to convert direct sales as well as lead generation for subscription services. Increased revenue attributed to SEO by 23% in one year. * Pioneered the use of social media in the organization; created HRWatchdog Blog, to drive traffic to HRCalifornia.com and created presence and fan/follower base on LinkedIn, Facebook and Twitter. * Built a comprehensive content marketing program, including: white papers, contests, e-newsletters, infographics, and dynamic e-mail messages. Generated over 15,000 new leads in one year with a 10% conversion rate to membership.* Led a cross-functional team to develop online training courses with a custom SaaS platform in four months. Online training now contributes 30% of total product revenue.* Redesigned the 100-year-old California Chamber of Commerce brand identity, creating a more modern name and visual identity.

Recruited to build a marketing department for a well-established organization that was struggling to keep pace in a changing business environment. Analyzed customer data to shape product management and marketing strategies to most effectively increase customer acquisition and engagement. Cultivated an outside-in view to understand market dynamics and identify gaps and opportunities for new products or enhancements.Key Contributions:*Spearheaded development of a subscription-based content web site, HRCalifornia.com, in 2000; the site now contributes half of CalChamber's annual revenue.*Increased revenue from less than $200K to over $6 million by re-positioning product lines and creating online channels that maximize visibility and facilitate penetration into the B2B segment. *Created brand identities and trademark protection for the master brand, sub brands, product names and taglines*Lead all market research initiatives, including quantitative and qualitative methodologies.

Directed marketing communications plan development for clients in the animal health pharmaceutical, insurance, and retail pet health product categories. Launched multiple integrated marketing plans that encompassed advertising, brand identity, and public relations to position and launch new products and services.Key Contributions:* Created a launch plan for new companion animal vaccine targeting veterinarians and pet owners. * Developed new brand identity and rolled out national consumer advertising and PR campaign for groundbreaking pet health insurance company. Achieved national television exposure for the CEO and veterinarian spokesperson.

Led efforts to ensure all Sprint managing business units linked up to Sprint.com with a uniform web design and consistent brand identification. Implemented online marketing guidelines to leverage brand positioning for all Sprint business units.Key Contributions:* Analyzed web metrics to educate senior management on the ROI for Sprint.com.* Created online community forum, contests and live chat events to drive traffic to Sprint.com.

Managed account teams for clients in the tourism, rail transportation and agrochemical industries.Key Contributions:* Received national marketing association award for trade advertising campaign.* Developed advertising and PR campaign launching San Diego's first commuter rail service, 'The Coaster.'* Created "Guide to San Diego" magazine for the San Diego Convention & Visitors Bureau.

Led marketing campaigns targeting business and consumer markets throughout the U.S. to increase usage of Sprint's Yellow Pages products.Key Contributions:* Promoted within two years to manager of marketing and communications department. * Negotiated a sports marketing sponsorship program to create brand awareness by featuring Chicago Bulls basketball stars Michael Jordan and the "Dream Team" on the cover of Sprint's Chicago yellow page directories.* Increased brand affinity by sponsoring community events and charitable causes.* Managed brand transitions, including sub brand to corporate brand and an acquisition name change.

Managed projects for clients in the computer retail, automotive aftermarket and healthcare software industries