Freelance and Contract Marketing Communications

Developed and executed multi-line, multi-channel communications programs to generate new business opportunities, create and promote the global brand, and engage partners in actively marketing the company’s products and services. Continually introduced new programs and processes to improve marcom effectiveness. • Managed worldwide marketing communications initiatives, including ownership of the Americas, Australia and Asia; with dotted-line leadership of European marketing and branding activities.• Achieved over $20MM in reportable ROA for 2018. Company grew from $120MM to $300MM during tenure. • Generated more than 3,000 new prospect inquiries annually with a win rate of 18%.• Increased web traffic to more than 120,000 unique visitors annually with a conversion rate of 1.25% using paid, owned and earned media strategies. • Successfully launched dozens of new products using PR, print and online advertising and direct marketing.• Responsible for multiple global website builds.• Specified multiple web features designed to shorten the buying cycle, including a configurator with over 12K potential results, a rate and review feature, a spare parts lookup tool, and market-based solutions pages. • Developed company’s first Global Corporate Identity Manual; point person for all branding matters worldwide.• Managed 20+ domestic and international exhibitions annually in booths ranging from 200 to 3,000 square feet.• Led and engaged in multiple customer experience initiatives, including a customer loyalty rewards plan, a customer appreciation program, service satisfaction surveys, open house events, and quarterly e-newsletters. • Introduced lead lifecycle methodologies to better align marketing and sales, improve forecasting and create more accurate reporting. • Served as SME for development and data transfer of new CRM system. Initiated and implemented project to assign SICs and targeted contact information to over 10,000 company records.

Managed the development and production of b-to-b and b-to-c revenue generating, sampling, and awareness programs, including direct mail, monthly flyers, fax flyers, on hold messaging and box stuffers. Ensured direct marketing programs supported profitability goals by driving business to higher margin and/or more rapidly consumed products, while improving patients’ quality of life.• Steered re-launch of monthly flyer program to targeted markets to improve program performance.• Completed product research and copywriting on roughly 4,000 items for chiropractic catalog, while concurrently assisting in product selection and placement. Managed the pricing records of more than 8,600 individual SKUs for the published book and system upload.• Introduced and implemented internal communications vehicles for alerting sales and customer service to newly launched marketing initiatives.• Enhanced performance reporting and analysis, spurring demand for process improvements to reach optimum ROI.• Created processes for managing direct marketing projects, including the development of a project numbering and tracking system, a project request form, and progress checklists. Developed written procedures and training manual for managing direct marketing programs.• Created menu of available co-marketing opportunities for vendor manager and supplier negotiations.

Developed integrated marketing communications programs to support corporate and supplier strategic initiatives. • Executed campaigns that generated sales and opportunities in excess of $10MM over one year.• Negotiated $18K reduction in quarterly trade advertising expenses, incorporated value-added online opportunities and developed an improved media plan.• Secured quarterly cooperative funding of nearly $50K for production of customer newsletter. Served as writer and editor of articles and advertisements for the newsletter.• Implemented online marketing strategies for the division, such as permission e-mail and electronic newsletters, and assisted in the evaluation and implementation of Adwords program.• Streamlined financial recording and reporting capabilities for the department, improving the ability to respond to budget opportunities throughout the year.• Revised lead management procedures to improve response management and reporting.