Katie Devlin Email & Phone Number

Develop and execute integrated go-to-market strategies for four clients in healthcare verticals, including technology, professional services, and health benefits administration.Dedicated primary client liaison, ensuring a thorough understanding of their business, team, products, and competition. Responsibilities include managing monthly budgets, client communications, and delegating tasks to internal shared services.Provide strategic counsel to interpret client needs and develop annual marketing and PR plans encompassing digital marketing, lead generation, sales enablement, trade show activities, and paid/earned media.Collaborate with Envision Health leadership and team members to create top-tier marketing strategies, KPIs, performance metrics, and establish standardized, repeatable processes across similar client types.

Led the development and creation of a national marketing strategy across 4 consulting practice areas, encompassing ideal client profiles, competitive research, business priorities, messaging, and integrated go-to-market campaigns for revenue growth in strategic accounts. Lead development of middle market business strategy and launched private equity value creation services, encompassing ideal client profiles, pain point solution mapping, messaging, editorial, sales enablement materials, digital, social, and print campaigns. ● Developed 12-month national marketing strategy for FORVIS Consulting, delivering distinctive messaging across omni-channel tactics in collaboration with consulting and marketing leadership.● Led team of 4 consulting marketing leads in annual strategy development, overseeing digital, social, account-based marketing, events, sponsorships, and opportunity and pipeline management.

Served as member of leadership team and strategic advisor to healthcare business partners, utilizing research, data, and marketing expertise to strengthen internal relationships and showcase business knowledge. Led and developed teams of four marketing professionals. Participated in firmwide marketing leadership team, contributing to staff development and guiding strategic direction of 90+ person department. ● Developed, executed, and managed integrated annual marketing plans for healthcare ($54M revenue) and public sector ($69M revenue) industries, driving strategic growth and revenue.● Oversaw diverse industry sub-segments, including acute care, senior care, medical practices, government, higher education, and K–12, implementing sponsorship and event management ($340K budget), agency-managed paid media campaigns ($275K budget), and paid search and paid social campaigns ($90K budget).● Supervised lead generation initiatives with client-centric messaging and content strategy, emphasizing opportunity/lead management, reporting, and industry strategic account target program management.● Established and monitored campaign objectives, utilizing analytics to measure performance, communicate outcomes, and optimize marketing strategies.● Achieved 2022 performance metrics, including 11M impressions, .63% online display ad CTR, 610K video views, 40K campaign-specific page views, 925 leads generated, and $2.1M in marketing-sourced/influenced revenue.

Ann Arbor, Michigan, United States

Implemented HubSpot Enterprise Marketing software, integrating with Salesforce CRM to launch and manage opusivs.com website. Orchestrated digital marketing campaigns across US, UK, and AU business regions, utilizing unified website CMS and conducting ROI analysis. Generated and communicated lead source reports via Salesforce.com, delivering monthly pipeline reports that assessed effectiveness of marketing and sales activities. Led development, training, and management of global marketing department, overseeing two marketing specialists and graphic designer. ● Oversaw marketing department activities, including customer acquisition, product launches, sales support, and budget management.● Successfully launched ScanSafe in new business segment in October 2020, generating 4,800+ leads and 153 sales through February 2021 via strategic media strategies and key relationships.

Ann Arbor, Michigan

Led creation of product messaging and sales enablement materials for diverse target audiences using sales targeting reports, collateral, presentations, objection management, FAQs, and competitive analysis. Collaborated with product management, conducting industry research, customer interviews, win/loss analysis, and interfacing with customer-facing teams to gain audience insights. ● Developed and executed marketing strategies for ProQuest Information Solutions' news ($50.5M) and genealogy ($30M) product portfolios, resulting in $80M in product sales growth.● Analyzed marketing effectiveness and provided recommendations for optimizing activities, generating 97 marketing-qualified leads and 42 sales-qualified leads since April 2019.● Orchestrated successful launch of TDM Studio, including value proposition development, imagery, solution sheets, website content, and post-launch marketing integration.

Ann Arbor, Michigan

Oversaw strategic marketing planning and execution for two North American sales segments: Northeast Academic Sales and North American Customer Relationship Managers. Managed account-based marketing, regional event planning, lead generation campaigns, sales enablement materials, and post-sale usage support to drive new and renewal sales. ● Oversaw pivotal launch of ProQuest One Academic, organization's largest product release to date, leading teams in branding, imagery, and marketing strategy. This product remains cornerstone of company's offerings.● Successfully executed comprehensive go-to-market plan, including media placement, budget management, and ROI analysis from launch through six months post-launch.● Orchestrated successful launch event and provided sales with effective enablement and training materials.● ProQuest One Academic, launched in January 2019, generated 203 active opportunities, $1.5M in sales, and $2.9M in open pipeline sales opportunities.

Ann Arbor, Michigan

Oversaw strategic marketing planning and execution for two North American sales segments: Northeast Academic Sales and North American Customer Relationship Managers. Managed account-based marketing, regional event planning, lead generation campaigns, sales enablement materials, and post-sale usage support to drive new and renewal sales. ● Oversaw pivotal launch of ProQuest One Academic, organization's largest product release to date, leading teams in branding, imagery, and marketing strategy. This product remains cornerstone of company's offerings.● Successfully executed comprehensive go-to-market plan, including media placement, budget management, and ROI analysis from launch through six months post-launch.● Orchestrated successful launch event and provided sales with effective enablement and training materials.● ProQuest One Academic, launched in January 2019, generated 203 active opportunities, $1.5M in sales, and $2.9M in open pipeline sales opportunities.

Ann Arbor, Michigan

Created market segment campaigns synchronized with peak sales periods, utilizing omni-channel marketing strategies and collaborating with product marketing and cross-functional teams. Conducted reporting and analysis of marketing and sales efforts, including budget allocation and return on investment assessment. ● Spearheaded development and design of comprehensive go-to-market strategies for schools, public libraries, community colleges, and customer relationship managers.● Ensured campaigns aligned with new customer acquisition and existing customer renewals, yielding 346 opportunities influencing $2.6M in potential sales and closing 131 opportunities resulting in $1.4M in actual sales.● Orchestrated strategic marketing support post-sale for 47 of 2018 Access & Build sales, delivering $294K in post-sales support, which included customized account landing pages and product library guides.

Blissfield, Michigan

Managed product marketing for Uckele private brand products, covering product labels, collateral, pricing, promotions, advertising channels, budgeting, new launches, and brand loyalty. Directed website content, art direction, and communication programs. Oversaw integrated public relations, including press releases, community relations, industry publications, and event planning, both internal and external. ● Managed eCommerce marketing, successfully launching Uckele Health and Nutrition website (www.uckele.com) to achieve 2% online sales conversion rate. ● Orchestrated 8–10 annual trade shows and conferences, covering planning, booth design, product placement, collateral development, promotion planning, and budget management. ● Directly supervised team of three employees, including graphic designer, writer, and subject matter expert in veterinary matters.

Richmond, Virginia Area

Specialize in the strategic development of online marketing and project management including: responsive website design, online lead generation and sales funnels, strategies to drive website traffic, email marketing and email marketing automation, social media, re-marketing to current customers and lost opportunities, Search Engine Optimization (SEO) and Search and Display Marketing. Other offerings include: branding assessments and strategy design, writing and design of collateral such as: press releases, email campaigns, datasheets, white papers, case studies, technical information briefs, presentations, videos, social media content, and tradeshow collateral development.Skilled in Salesforce.com, Microsoft CRM, Act-On, Wordpress, HubSpot, Wix, and Drupal Content Management SystemsSelected client achievement: development and implementation of strategic paid search campaigns for Large Regional Mortgage client including the design and development of 8 landing pages focusing on customer and product segmentation. The campaigns launched in October 2015 and yielded a program record of 997 online and telephone leads with a CTR of 5.2% for the month and a year to date total of 32,000 leads.

Toano, Va

Designed and facilitated the launch of a mobile remote deposit app for C&F Bank to consumers including a full scale digital advertising campaign across search and display ads, multiple digital publications, press releases, and social media - yielding a 200% growth in mobile banking enrollments and a CTR for search engine advertisements of 2.52%. Developed and implemented a social media strategy for C&F Bank across multiple social media platforms resulting in 150% additional daily engagement and 180% more followers. Developed and executed digital marketing campaigns for C&F Bank corresponding to strategic company initiatives to drive sales leads using social media, email marketing, and search engine marketing channels – yielding 800 leads in one quarter. Developed and executed C&F Bank’s customer email program including design, content, deployment, and strategic planning to include an average CTR of 6%. Digital marketing strategy development and execution for C&F Bank within the consumer and business market segments including website design and analysis, search engine optimization, search engine marketing, social media engagement, and agency relationship management. Product management of financial eCommerce products within the consumer and business markets to include online and offline marketing strategies , reporting and adoption tracking, internal strategies to streamline processes for efficiency, product testing and application support, product compliance and regulation, and eCommerce product road map development.Strategic marketing and business development to help facilitate C&F Bank’s key growth priorities in the small business market segments including development of a small business digital resource center and lead analyzer.

Richmond, Va

Direct full-scope program management for customer loyalty initiative encompassing customer research, program design, financial planning, IT requirements, executive presentations, and program implementation. Responsible for creating marketing plans and strategies for the community health centers market including tactics to support Account Managers, direct to customer initiatives, non-profit advocacy support programs, and website presence.Played a vital role in creating and delivering branding and messaging campaigns including creative tactics to communicate company value propositions. Formulate compelling marketing plans and strategies for telesales campaigns to support Account Managers.

Richmond, Va

Applied excellent organizational skills toward conceptualizing, designing, executing and managing 100+incentive programs for McKesson’s sales force. Oversaw complete spectrum of program development inclusive of data analysis, budgeting, marketing idea development, and pre- and post-business reviews with clients. Collaboratively assembled and launched innovative branding and messaging campaigns to penetrate new markets and propel sales, exhibiting proficiency in website strategies, promotional items, printed materials, and online tactics.

Piloted successful cross-functional marketing incentive programs to increase commodity sales for Ford Motor Company and associated auto dealerships.Leveraged electronic and hardcopy newsletters, brochures, sell sheets, e-mail blasts, and special sales events to convey manufacturer incentive programs to dealerships; meticulously tracked performance and documented results. Resourcefully implemented direct marketing campaign at dealership level to boost sales and increase repeat business.

Ba, Marketing Communications / Public Relations

Activities and Societies: President of the Public Relations Student Society of America 2004

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