In this role, I:• Fulfill a critical leadership role as a member of the executive team, defining and influencing organizational strategy, while managing all facets of the marketing and communication program.• Lead a tightly knit, productive team who wear many hats, work across, and influence many departments, are avid content creators, have a passion for data-driven decision-making, and are blazing new trails within automation.• Oversee annual marketing planning and brand strategy for the organization to create unified operating plans within budget and ensure campaigns are aligned with business priorities.• Manage all brand creative and content marketing, creative vendor and agency relationships, lead generation and qualification, sales projections, and customer engagement campaigns.• Continue to build the organization’s email marketing automation effort from the ground up.• Perform AMS analysis, launching the brand’s segmented digital and direct marketing campaigns. This segmented approach improves conversion rates throughout the customer lifecycle. • Hold the position of Assistant Secretary of the Board of Directors, maintaining meeting minutes, bylaws, policy statements, listing of officers, committees, and meeting attendance. • Elected as the Communications Working Group Co-Chair for the Center for Payments; coordinating industry awareness of the organization by leading a workgroup of diverse marketing professionals and working with 11 executives from across 11 payments associations to bring vision to reality.

While in this position, I:• Managed the strategic direction and tactical execution of company re-brand, to increase brand recognition and improve value perception within membership.• Annually planned and executed 75+ events and managed their supporting marketing campaigns. Monitored, tracked, and evaluated each event to determine effectiveness and future direction.• Created streamlined process for annual database cleansing and hygiene; Improved data accuracy by 51%+ in initial 5 months of implementation, improving email campaign conversion rates by 24%. • Positively influenced sales opportunities through the institution of a follow-up process for all tradeshow leads.

While in this position, I:• Worked with the President/CEO and executive team to develop the organization’s strategic plan. Core participant in identifying major themes from across the organization and turning them into a comprehensive vision for the next 3 years.• Developed buyer personas for the membership team to better complete member scorecards. • Established a private, member online community to increase stickiness with the association.• Completed website redesign, making a more user-friendly platform based on member feedback and stats, resulting in increased web traffic of 43% and longer time spent on each page.• Developed a corporate plan for advocacy, improving member awareness and participation in national initiatives.

During my tenure, I:• Created and managed content creation, including gated lead magnets, resulting in a 45% increase in lead generation and contributed to a successful content marketing strategy.• Developed and executed targeted nurture strategies for various membership personas and segments, increasing engagement and conversion rates.• Successfully collaborated with key stakeholders to align strategies and achieve shared objectives, resulting in improved efficiency and outcomes.

While in this position, I:• Orchestrated a comprehensive overhaul of company-wide messaging, refining and unifying brand communication across diverse touchpoints, which significantly bolstered market resonance and customer engagement, consequently driving heightened sales performance following the launch of the updated messaging strategy.• Successfully devised and executed marketing initiatives to amplify the visibility of educational offerings, implementing targeted strategies that elevated engagement metrics, resulting in a marked increase in customer interaction, knowledge retention, and product utilization.• Implemented streamlined communication protocols and processes within a previously siloed organizational structure, fostering seamless information flow and collaboration across departments. This initiative not only optimized interdepartmental coordination but also amplified operational efficiency, leading to improved productivity and a more cohesive work environment.

In this position, I:• Work with the Chair of the Board of Directors, President & CEO, and appropriate stakeholders in developing the organization’s strategic plan. Identifying pricing strategy and opportunities to grow and develop the brand. • Develop a corporate messaging campaign for the subsidiary, interviewing clients and stakeholders to identify the company’s value proposition.• Work directly with the Board of Directors to complete the company’s go-to market strategy for new products and services. • Improve CRM to include buyer personas for the sales team to better fill the pipeline.• Hold the position of Secretary of the Board of Directors, maintaining meeting minutes, bylaws, policy statements, listing of officers, committees, and meeting attendance.

During my tenure, I:• Developed a company strategic marketing analysis and plan for domestic and international education markets to evaluate potential and drive growth in all channels• Managed the marketing, web, and events teams; establishing training in branding, systems, and event procedures for consistent branding, quality assurance, and successful on-site events• Worked in conjunction with the executive team to identify marketing and sales opportunities for all products in the U.S. and global markets to improve lead generation and maximize sales.• Completed a comprehensive market analysis for executive and sales teams to determine product development and sales.• Worked directly with authors, editorial, and sales to develop campaigns to reach new market segments, successfully launching a product line in a new market• Oversaw the sales team in the interim of hiring sales manager/consultant.

During my tenure, I:• Developed and executed marketing plans, with budget projections, to drive the sales of print and digital products through a variety of channels, including direct mail, email, and corporate sales.• Sought out and nurtured relationships with national and international associations and other content distributors for marketing and reselling agreements.• Worked in conjunction with editorial, marketing, sales, and other functional areas to execute product launch plans.• Created, tracked, and evaluated internal metrics and management reporting to identify marketing performance and effectiveness of programs, offers, channels, markets, and product mix.• Worked with sales team to create successful product packets and point of sale messaging to sell books into the wholesale space, making our most inexpensive product our biggest seller.• Drew on the full marketing mix to develop “road show events” to promote and train on new editions of academic textbooks, drawing users into the buying process.• Led the development and execution of marketing initiatives for the largest product line in the organization, growing opportunities in a highly saturated market.

During my tenure, I:• Developed and implemented multi-media marketing plans to increase product awareness and enhance sales revenue.• Managed the creation, development and execution of advertising, promotion and sales events and materials to support marketing objectives and schedules.• Liaised with authors, designers and media affiliates to assist in the accurate distribution of all marketingrelated information.

During my tenure, I:• Executed multi-channel marketing campaigns aimed at enhancing brand visibility and market penetration, leveraging strategies encompassing email marketing and content creation.• Conducted in-depth market research and analysis to identify emerging trends, competitive positioning, and consumer preferences within the industry sector, facilitating the development of targeted marketing initiatives.• Collaborated cross-functionally with editorial teams to refine product messaging and content strategies, ensuring alignment with market demands and educational standards, playing a pivotal role in launching successful new publications and achieving significant improvement in market share within designated segments.