Mardi Larson Email & Phone Number

Phoenix, Arizona, United States ~ Remote

Serving the strategic marketing and communications needs of a range of healthcare, healthcare IT and life sciences clients for this award-winning national PR, Content Marketing and Social Media agency. Helping national clients to leverage the power of earned media success, driving mass awareness and much-deserved recognition in the marketplace to fuel new business, customer loyalty and growth.

Phoenix, Arizona, United States ~ Remote

Led the efforts to build-out the global PR/media relations, analyst relations, organic social and customer advocacy capabilities for the leading supply chain sustainability SaaS company with its focus on ESG and CSR for global complex manufacturing companies. Recruited to join Amendola agency.

Led the strategic initiatives to drive mass awareness for the eVisit Virtual Care platform as a thought leader in telehealth and virtual patient care targeting the largest hospital and health system enterprises in the U.S. and C-level audiences. Directed a team of content creators, digital/SEO experts, social media specialists and media relation/influencer marketing agency to put the eVisit brand on the national map. In just three months, generated significant strategic content with a… Show more Led the strategic initiatives to drive mass awareness for the eVisit Virtual Care platform as a thought leader in telehealth and virtual patient care targeting the largest hospital and health system enterprises in the U.S. and C-level audiences. Directed a team of content creators, digital/SEO experts, social media specialists and media relation/influencer marketing agency to put the eVisit brand on the national map. In just three months, generated significant strategic content with a centralized blog-centric approach with strong CTAs and improved metrics.• Created a “media outlet” approach to content with news-speed, relevancy and compelling content optimized for organic search.• Ignited a blog site redesign including a full content audit. • Led Thought Leadership webinar strategy serving as moderator for live webinars each with 350+ attendees (healthcare leaders). Generated 300+ MQLs.• Executed a Content Marketing-Account Based Marketing integrated marketing & sales approach.• Built infrastructure including content calendar, MarTech stack/training tool, KPI dashboard, weekly insights reports and proposal asset library.• Executed a disciplined marketing execution approach to maximize content across PESO -- Paid, Earned, Shared/Social and Owned channels. Show less

Tempe, Arizona

Directly managed the Marketing & Communications function in the Americas Region (U.S., Canada and 9 countries across Latin America), built and launched a Content Marketing platform and Thought Leadership "Content Engine" designed to drive awareness and preference for Tech Data solutions and help the brand become a household name for its leadership role in “Connecting the World with the Power of Technology.” Drove KPI success: 54 percent growth in Pageviews; two-fold increase in Session Time;… Show more Directly managed the Marketing & Communications function in the Americas Region (U.S., Canada and 9 countries across Latin America), built and launched a Content Marketing platform and Thought Leadership "Content Engine" designed to drive awareness and preference for Tech Data solutions and help the brand become a household name for its leadership role in “Connecting the World with the Power of Technology.” Drove KPI success: 54 percent growth in Pageviews; two-fold increase in Session Time; significant earned media coverage with backlinks to Thought Leadership content and growth of UVM -- representing engagement with new audiences. Bylined and ghost wrote content and drove an integrated digital distribution approach across owned, shared, earned and paid channels to drive mass awareness and to lure new technology and reseller partners to the Tech Data ecosystem. Show less

Scottsdale, Arizona

Directed the Marketing & Communication function as a change agent, leveraging strong consumer brand experience to shift from tradition to modern digital marketing and to put this Smithsonian Affiliate destination on the global map. In less than one year, led the SMoW Marketing & Communications team to achieve record-setting statistics: the most earned media coverage in a single season in SMoW's history; several of the highest attendance days topping 1,500 guests; year-over-year double digit… Show more Directed the Marketing & Communication function as a change agent, leveraging strong consumer brand experience to shift from tradition to modern digital marketing and to put this Smithsonian Affiliate destination on the global map. In less than one year, led the SMoW Marketing & Communications team to achieve record-setting statistics: the most earned media coverage in a single season in SMoW's history; several of the highest attendance days topping 1,500 guests; year-over-year double digit growth in foot traffic (+37%) and overall ticket sales (+27%); and increased ticket sales for new audiences such as college students (+38%). Secured an international Associated Press feature story for SMoW’s exhibition featuring iconic Arizona photography by the late senator, Barry M. Goldwater. Feature story appeared in seven of the top 10 newspapers in the U.S. Please see it below! Directly managed a $500,000 two-year marketing grant from the Virginia G. Piper Charitable Trust to develop a world-class brand story for SMoW resulting in new position: "See the West from a Whole New Perspective." Show less

Phoenix, Arizona Area

Built the PR function for PetSmart’s consumer, corporate and charitable programs, integrating with nonprofit partner, PetSmart Charities. Created an always-on news engine resulting in annual year-over-year growth of 30 percent in Earned Media Impressions, generating 60-plus strategic news packages a year fueling the PR agency and rich cross-channel communications content. Directly managed the PR news launch efforts of the following firsts for PetSmart, PetSmart Charities and the pet… Show more Built the PR function for PetSmart’s consumer, corporate and charitable programs, integrating with nonprofit partner, PetSmart Charities. Created an always-on news engine resulting in annual year-over-year growth of 30 percent in Earned Media Impressions, generating 60-plus strategic news packages a year fueling the PR agency and rich cross-channel communications content. Directly managed the PR news launch efforts of the following firsts for PetSmart, PetSmart Charities and the pet industry:• Record-setting Earned Media Impression – ranging from 7 to 9 billion impressions annually.• The largest pet food donation ever made – nearly 64 million meals donated through historic philanthropic program: PetSmart’s Buy a Bag, Give a Meal.• Unprecedented localized PR campaigns – worked across 100+ markets supporting local stores to secure TV and online coverage in key DMAs featuring services (Grooming & Training) and PetSmart’s Buy a Bag, Give a Meal local semi truck deliveries. • Ellen DeGeneres’ first-ever pet collection, exclusively at PetSmart.• Rachael Ray’s entrance into Pet Specialty Retail Channel with her Nutrish brand at PetSmart.• Major League Baseball’s most dog-friendly ballpark: Chase Field, home of the D-Backs and the PetSmart Patio.• Guinness World Record attempt – most dogs at a Sporting Event.• Collaboration with the TODAY Show and its "Puppy with a Purpose" series.• Collaboration with Universal Studios on film launch of "Secret Life of Pets" including first-ever Pet-Friendly Movie Premiere with the PetSmart Pet Carpet. • PetSmart in Oprah Magazine, Vogue. Real Simple, Yahoo!Sports and on ABC’s Shark Tank; PetSmart Charities in USA Today and on Good Morning America.• Seasonal collection Media Events including Pet Influencers with huge followings on Instagram, adding social media buzz and earned media interest. Example: @tinkerbellethedog with 174K followers on Instagram. Show less

Mountain View, California ~ Remote

Served as a focal team member on the Integrated Marketing & Communications team through OrionX Consulting for the Fujitsu M10 Business Server in the Americas. Managed Americas media relations effort, drafted/approved/issued U.S. national news releases, as well as generated strategic content such as Case Studies, White Papers and Brochures/Sell Sheets and online Thought Leadership content for social media and blogs, among other owned channels. Worked directly with Tokyo Corporate HQ and Munich… Show more Served as a focal team member on the Integrated Marketing & Communications team through OrionX Consulting for the Fujitsu M10 Business Server in the Americas. Managed Americas media relations effort, drafted/approved/issued U.S. national news releases, as well as generated strategic content such as Case Studies, White Papers and Brochures/Sell Sheets and online Thought Leadership content for social media and blogs, among other owned channels. Worked directly with Tokyo Corporate HQ and Munich office to establish first-time news release approval process support the M10 server in the Americas. Show less

Founder, Principal and Chief Marketing & Communications Consultant at Mardi Larson Communications (MLC), a boutique influencer marketing and PR practice headquartered in Minneapolis. As an outsourced collaboration partner, MLC created unique awareness, opinion-influencing communication programs, cause and strategic partnership opportunities for a broad range of clients including mass retailers, specialty retailers, consumer brands, financial institutions, technology companies, education… Show more Founder, Principal and Chief Marketing & Communications Consultant at Mardi Larson Communications (MLC), a boutique influencer marketing and PR practice headquartered in Minneapolis. As an outsourced collaboration partner, MLC created unique awareness, opinion-influencing communication programs, cause and strategic partnership opportunities for a broad range of clients including mass retailers, specialty retailers, consumer brands, financial institutions, technology companies, education organizations, start-ups and nonprofits. MLC's portfolio included general corporate communication strategy, execution and oversight; CEO/executive communications including ghost writing, speech writing, media training, media preparation and interview management; influencer marketing strategies and execution including national TV product placement, blockbuster movie brand placement, endorsement partnerships and influencer collaborations; cause marketing; digital storytelling through social media campaigns and digital channels; company/product/service launches including naming and positioning; crisis communication management including international product recall and re-alignment communications; earnings and financial communications; as well as international PR/Media relations leadership. MLC's client roster included Payless ShoeSource, Collective Brands, Ethel's Chocolate Lounges (retail division of M&M Mars), Sperry Top-Sider, Keds, Stride Rite, Robeez, American Public Media/Minnesota Public Radio, Hollywood Fashion Secrets, FamDoo, Novu, The Waters, Lawson Software and High Jump Software, among others. Show less

Served as interim Corporate Communications Director via Mardi Larson Communications leading the internal/external communications initiatives including significant department reorganizations, workforce reductions and the impact of digital media and streaming platforms on the firm's public radio focus. Assisted in filling the role with the candidate still in the position today.

Built the external communications/PR function and directly managed five agency partners, including Hispanic and Canadian PR agencies, for the leading North American footwear retailer to drive awareness of its new position as a fashion brand. Led annual media coverage results in the billions, translating to $41 million in value. Strong ROI program -- for every dollar spent, $33 in value returned. Initiated significant strategy: Payless shoes on the runway at New York Fashion Week… Show more Built the external communications/PR function and directly managed five agency partners, including Hispanic and Canadian PR agencies, for the leading North American footwear retailer to drive awareness of its new position as a fashion brand. Led annual media coverage results in the billions, translating to $41 million in value. Strong ROI program -- for every dollar spent, $33 in value returned. Initiated significant strategy: Payless shoes on the runway at New York Fashion Week, culminating in "Payless Designer Collections" including eight fashion designer and celebrity collaborations with ongoing seasonal lines launched across multiple years. Launched Payless' first-ever cause program supporting breast cancer research and later launched Payless' Give Shoe 4 Kids program to give free shoes to families in need; first-ever green footwear/accessory brand; and shoe collaborations with various films and popular properties such as Marvel. Secured coverage in a range of consumer media outlets including monthly women's lifestyle magazines and online outlets, USA Today, and daily talk shows such as The Oprah Winfrey Show and The View. Secured a segment on Oprah for Payless Designer Partner, Christian Siriano, with "Oprah Viewer Deal" of 50% off entire purchase for one day -- resulted in the largest sales day in Payless' 50-year history! Show less

Led the global Corporate Communications/External media relations function for $4 billion company, including CEO communications and the global franchise expansion for Payless ShoeSource and Stride Rite, as well as the support of such iconic brands as Sperry Top-Sider, Keds, Stride Rite and Payless ShoeSource. Handled all crisis communications across the global organization including the external communications effort over two years to diffuse the precedent-setting Adidas vs. Payless law suit and… Show more Led the global Corporate Communications/External media relations function for $4 billion company, including CEO communications and the global franchise expansion for Payless ShoeSource and Stride Rite, as well as the support of such iconic brands as Sperry Top-Sider, Keds, Stride Rite and Payless ShoeSource. Handled all crisis communications across the global organization including the external communications effort over two years to diffuse the precedent-setting Adidas vs. Payless law suit and the Robeez baby footwear brand recall and proactive pull-out from six European countries. Strategized, landed and delivered feature pieces for clients in Wall Street Journal, New York Times, USA Today, Financial Times, Women's Wear Daily, Forbes and Forbes.com, among others. Show less

WAM!NET ~ Director, Marketing & Director, Investor Relations Pre-IPO start-up company delivering high-bandwidth digital transport and massive off-site storage as a service to creative/brand marketing and healthcare industries. Early adopter of SaaS targeting large, enterprise customers under a B2B marketing/selling model with internal champion and CIO/IT Director. Cray Inc ~ Director, Corporate Communications Led external communications effort covering media relations and… Show more WAM!NET ~ Director, Marketing & Director, Investor Relations Pre-IPO start-up company delivering high-bandwidth digital transport and massive off-site storage as a service to creative/brand marketing and healthcare industries. Early adopter of SaaS targeting large, enterprise customers under a B2B marketing/selling model with internal champion and CIO/IT Director. Cray Inc ~ Director, Corporate Communications Led external communications effort covering media relations and industry analyst relations, including general consumer push to demystify complex technology for all to understand. Secured word "Supercomputer" in Merriam Webster dictionary and Cray Research on 100 Best Companies to Work for in America list; led first-ever Industry Analyst U.S. tour and European media tour for company. Show less