Originally hired as Director of Marketing for OnCourse Learning, then my role evolved through two acquisitions into a product marketing leader role, then eliminated in significant reduction in workforce. I've spearheaded innovative thought leadership and content strategies across various channels, including PPC, SEM, SEO, social media, content, and email. My primary focus was on boosting brand visibility and driving revenue. I initiated and managed a wide range of promotional campaigns, encompassing monthly and quarterly initiatives, product marketing, go-to-market (GTM) strategies, and industry trade efforts.A significant part of my role involved executing in-depth competitive research. This research was pivotal in shaping customer personas, refining GTM messaging and positioning, and developing sales activation programs. Collaborated closely with executive, product, tech, and sales teams, I play a key role in enhancing strategies and operational processes.Key Achievements/Contributions:• Successfully launched an innovative online education product line; partnered with Sales, Product and Leadership to build product and position as first-ever in industry.• Launched new online education product line; built entire GTM plan including target personas, messaging, packaging. Achieved 1st year revenue goal in 6 months. • Exceeded 2020 revenue targets by 20%, maintaining strong performance amidst market uncertainties. Surpassed 2023 revenue goals by 50%.• Designed and executed diverse marketing programs across B2C, B2B, and B2B2C models, concentrating on demand generation and sales enablement, which resulted in increased lead generation and sales conversions.• Directed the development of effective positioning and communication strategies, creating efficient sales funnels, B2B2C promotions, and content strategies.

Collaborated with client leadership and external resources to refine marketing processes or spin up marketing functions in start-up and growth stage organizations in Education, Travel, Real Estate, Hotels and Resorts, Hospitality, Manufacturing and e-commerce. Delivered hands-on implementation of strategic initiatives and staff training/mentorship. Created GTM and rebranding strategies, leveraging competitive intelligence to optimize product positioning and messaging. Produced comprehensive marketing materials including pitch decks, brand books, sales collateral, thought-leadership content, and social media protocols. Key Achievements/Contributions:• Formulated and executed comprehensive marketing and branding strategies for a diverse global client base in sectors including Education, Travel, Real Estate, Hotels and Resorts, Hospitality, and E-commerce. These strategies effectively enhanced brand recognition and expanded market reach for clients.

In this role, I built and led the marketing operation at this private equity group, oversaw the brand development and delivery of multi-channel marketing strategies for multiple start-up brands in Healthcare, Manufacturing, Importing, eLearning verticals. Key Achievements/Contributions:• Led development of glass manufacturing brand from ground zero. Worked with internal and external shareholders to bring the brand to life online and offline.• Created tandem email/direct mail campaign that skyrocketed email subscribers by 500%.• Managed the creation of several websites from concept to launch; wrote all site content.• Edited script and led the development of revolutionary cloud-based educational video game. • Developed multiple brands from scratch; created brand strategies and guidelines. Developed all brand messaging and materials for several companies in the highly competitive healthcare space.

In my role as Director of Marketing & Communications at Unity Recovery Group (company has since retired this name and rebranded), I led a dynamic sales and marketing team, emphasizing a culture of innovation and accountability. This focus translated into notable increases in sales efficiency and overall team productivity. I was instrumental in initiating an outside sales activation program that provided a comprehensive library of sales collateral and enabled precise tracking of individual activities. Key Achievements/Contributions:• Significantly enhanced the profitability of a private healthcare company by developing an extensive marketing infrastructure. This strategic development contributed to a notable increase in market share and customer acquisition within a 300-employee, $100MM annual revenue environment.• Directed a range of comprehensive initiatives, including branding, social media, sales enablement, and public relations, while adeptly administering a $2MM annual budget through strategic planning and accurate forecasting.• Revolutionized the company's online reputation, improving it from a C- to an A+ rating. This was achieved through strategic measures that effectively curtailed average monthly cancellations by $30K.• Successfully launched an innovative customer loyalty program, which generated an average of $40K per month in new revenue, reflecting a significant impact on the company's bottom line.

At Bluegreen Corporation, my role as Communications & Branding Manager involved conceptualizing and implementing visionary branding strategies that were in line with the company's business objectives. I led a talented team of three writers, creating a nurturing and productive environment that significantly enhanced the quality of content and effectiveness of communication. In collaboration with sales leadership and C-suite executives, I formulated and executed brand messaging and marketing campaigns. A key collaboration was with the CEO, where I helped establish robust communication protocols and was responsible for developing and leading the company intranet and CEO blog.Key Achievements/Contributions:• Awarded the Corporate Employee of the Month in November 2007, recognizing my exceptional contributions.• Spearheaded development strategies for a prominent public real estate and resort company, overseeing operations across 40 nationwide locations and managing a workforce of 6,000 employees.• Led public and investor relations efforts, which were instrumental in cultivating strong stakeholder relationships, thereby enhancing the company's public image and investment appeal.• Directed a $1 million signage rebranding project across more than 40 resort properties, ensuring brand consistency and significantly enhancing property aesthetics.• Innovated and managed employee e-newsletters, resulting in annual savings of $50,000 in outsourcing costs. This initiative also effectively engaged and informed the workforce.

At this niche trade magazine publisher covering travel and home improvement spaces, I oversaw all editorial for three specialty publications in the Travel and Pool/Spa industries, and managed a large remote staff of freelance writers and photographers. I also developed all marketing communication materials, assigned and edited all writing assignments, and led media relations.Key Achievements/Contributions:• Authored, implemented marketing strategy for magazine launch resulting in new distribution in four countries• Researched and composed over 20 articles and product reviews; edited another 30 articles and features.

As a key account leader at a consumer advertising agency with 300 employees, 5 offices and $19MM in annual billings, I coordinated cross-functional teams to develop and launch advertising campaigns on time and on budget.Key Achievements/Contributions:• Led cross-functional teams in $5 million MGM Grand brand re-launch across multiple channels.• Oversaw monthly MGM promo campaigns across multiple markets accounting for 25% of monthly hotel stays.

At this advertising agency, I acted as lead company point-person/account supervisor, handled all client-agency communications for more than 10 clients in consumer brands, non-profit organizations and political campaigns. I successfully managed hundreds of monthly projects and more than $10MM in annual billings.Key Achievements/Accomplishments:• Directed annual advertising strategy for Summerfest, the world’s largest music festival; achieved annual attendance of over 1 million people for the first time in the festival’s history.• Managed $3 million re-branding campaign for largest casino in WI. • Collaborated on strategies for several successful city and statewide election bids.