Lisa Hawks Email & Phone Number

Minneapolis, MN, US

Provide strategic communications, brand, and program consulting services to drive growth and differentiation.

Minnetonka, MN, US

• Led communications support of Medicare and Medicaid businesses, including reputation and brand programs for advocacy, national and local integrated programming, social media, plus executive and employee communications.
• Drove program innovation to increase key stakeholder reach and awareness as well as improve brand reputation and affinity among policy makers, influencers, industry advocates and consumers.
• Partnered with product and business development teams in assessing, developing, positioning and promoting new services, products and offerings in existing and potential managed care Medicare and Medicaid markets.
• Developed corporate and investor communications highlighting line of business growth stories and contributions to overall enterprise business growth strategy.
• Created integrated product launch plans to maximize reach, channel effectiveness and brand reputation across marketing and communications with standardized approaches, measurement and circular improvement activities.

Minnetonka, MN, US

• Led internal, external and sales communications support of Medicaid business, including reputation, brand and consumer programs, media relations, social media, crisis, M&A communications, and agent and employee.
• Directed company’s first integrated Medicaid national communications and marketing campaigns to drive DSNP sales, surpassing sales lead and acquisition rate goals.
• Drove strategic communications support for state Medicaid RFPs, working closely with business development and policy teams to maximize and integrate external, influencer and internal channels.

Minnetonka, MN, US

• Led external corporate communications strategies and reputation-enhancing initiatives ranging from corporate and investor communications, crisis communications and national and local media relations to integrated.
• Led research for and creation of UnitedHealthcare’s first corporate narrative, establishing the framework for enterprise and business unit communications. Achieved adoption goals with national toolkit and employee.
• Built and launched UnitedHealthcare’s first company newsroom, attracting 1M key stakeholder visitors in year one.
• Re-engineered company’s national news engine to support all lines of business and placed more than 2,000 stories.

Richfield, Minnesota, US

• Responsible for multiple service and product launches. Directed support of $20 billion multinational businesses, including integrated programs, consumer engagement, media relations, social media, executive.
• Launched more than 10 consumer in-store and online experiences including Geek Squad, Magnolia Home Theater, Pacific Kitchen & Bath, Apple inside Best Buy, driving traffic and incremental sales.
• Established the company’s first national news engines, securing thousands of broadcast, print and online stories and billions of impressions annually, driving preference and traffic to Best Buy stores.

Richfield, Minnesota, US

• Directed earned media marketing within integrated paid, earned, owned and shared model. Developed and managed campaigns, driving integration of media, consumer engagement, operations and retail for new product and.
• Introduced Geek Squad nationally and achieved 45 percent unaided brand awareness utilizing solely earned media.
• Created the brand’s first Depositioning campaign, establishing integrated media, influencer and word-of-mouth campaign, distancing competition and increasing traffic, preference and sales for Best Buy brands.

Richfield, Minnesota, US

• Directed enterprise, brand and financial communications, key stakeholder engagement, crisis communications, executive communications counsel, shared services delivery and capability transformation for new models.
• Formed company’s first influencer/analyst relations program, enhancing familiarity with the company, improving its reputation among key audiences and characterization in the media.
• Led corporate communications’ Shared Services transformation, increasing brand communications effectiveness and delivery efficiency, and reducing overall costs.

• Directed corporate communications function including investor, external, internal and retail communications.
• Formulated employee and landlord communications, media relations, and marketing communications "Day One" strategies for Musicland's $685 million acquisition by Best Buy Co., Inc., leading to widespread acceptance.
• Led change management and integration of various corporate and communications functions into the Best Buy enterprise.
• Captained corporate public relations, creating key messaging, and acting as company spokesperson for external audiences including trade and consumer media and associations, governmental organizations, shareholders and.
• Directed store (Sam Goody, Suncoast, Media Play and On Cue) public relations and brand-supporting initiatives. New programs included "Sam Goody Central" at Mall of America and "Suncoast's Weekly Top 10."
• Drove critical investor relations activities ranging from the development and distribution of public communications to the creation of analyst and bondholder presentations. Served as company liaison to New York Stock.

Maple Grove, Minnesota, US

• Served as company brand manager for business-to-business, government and direct-to-consumer products and offerings.
• Developed strategic marketing plans and managed execution of marketing, advertising, public relations, trade events, sales conferences and related initiatives.
• Championed Company's internet entry to generate awareness, preference and sales for NEVERS products among key target audiences including development of corporate web site, strategic alliances, cross-promotions and.
• Conducted re-branding initiative to refresh corporate identity, national advertising, etail, public relations and merchandising.
• Led development of customer contact program, instituting performance tracking via business development which resulted in surpassing lead generation and cost-per-lead goals.
• Launched Seminario, a furniture collection for open-space meeting environments, with national trade show, national sales meeting, distributor merchandising programs, materials and training.

Minneapolis, MN, US

• Created products and packaging, and established retail channel distribution for traditional catalog company providing customizable stationery products to small office/home office (SOHO) customers.
• Assessed market opportunity and developed business plan, positioning and brand strategy to introduce retail channel products.
• Led cross-functional retail team in developing products, packaging and merchandising as well as promotional and distribution strategies.
• Directed and managed implementation of business support systems - accounting, production, warehousing, inventory management, order processing, fulfillment, and customer service.
• Collaborated with retail partners to design and produce POS fixtures, in-store signage and sales training modules.
• Formulated sales strategies, recruited and managed sales force to achieve launch and revenue goals.

• Part of start-up team that launched the sport of snow skating in the U.S. Directed new brand and product development support, multi-channel marketing, IPO communications, external and financial communications, retail.
• Developed and executed comprehensive marketing and communications plans to introduce new product line and brand.
• Gained access to more than 300 ski areas across the country, allowing snow skating at local ski hills and resorts.
• Drove comprehensive multi-stakeholder communications plan to support the company's IPO.
• Established company's 200-page web site that served as THE resource for the sport of snow skating, integrating on-line merchandising, cross promotions and club memberships.
• Secured and managed utilization of snow skates in the 1994 Winter Olympics Opening and Closing Ceremonies in Lillehammer, Norway.

• Integral member of dynamic marketing team that popularized the sport of in-line skating, driving adoption of the sport and company annual sales from $3 to $50 million. Focus on creating national competitions.
• Developed and managed first national inline skating competitions - attracting more than 2,000 participants in year one. Responsible for event sponsorships, course design, logistics, media relations, retail promotions.
• Managed demonstration van program, encompassing fleet and budget management, staff recruitment and training, event promotion and performance tracking. Conducted more than 60,000 trials annually.
• Coordinated event tie-ins, negotiating Rollerblade participation and sponsorships nationwide.
• Managed 13 major trade shows annually including agency management, events, related promotional and retail advertising.

B.A., Communications

Executive Mini Mba