On Course Marketing designs and executes comprehensive marketing plans for associations to grow membership and increase non-dues revenue. With over 25 years of direct association marketing experience, On Course Marketing examines the uniqueness of your membership and develops a marketing plan designed to deliver results.

Held overall responsibility for marketing functions for entire organization, including driving new brand identity and increases in membership levels. Identified vendors and generated contract to create first ever NASE membership directory to facilitate business communication between members. Established advertising opportunities on web site and in monthly e-newsletter. Worked with consultant to develop new brand identity and strategy for NASE. Developed media kit and sell sponsorship and advertising packages for web advertising, and all publications. Managed external and in-house design of all print and Web projects.

Implemented change in membership structure and processes, including production of membership directory, creating collateral material, and developing strategic marketing campaigns for this 2,000 member “invitation-only” organization of very successful CEOs from around the world. Members include CEOs of Fortune 500 companies, US Ambassadors, members of the US Senate and House of Representatives, as well as leaders of large philanthropic efforts around the world. Masked by the economic downturn, the membership structure both external and internal, as well as the existing membership processes, were outdated and inefficient. Efforts are underway to install a new CRM/AMS system, as well as a complete update and redesign of the existing website.

Responsible for leading staff of 20 with oversight of the volunteer relations program, diversity initiative, CEO services, Greater Washington Network, Leadership Academy for Young Association Professionals and Member Services Center.

Provided leadership and management of 21 staff and $5 million budget covering three departments - marketing, membership, and member services. Responsible for reversing 5-year membership decline. Turned 10% predicted loss into 2.5% gain resulting in an overall 12.5% turnaround in first year.Developed and implemented the strategic direction and overall marketing plan for all programs, products and services Increased efficiency and response quality of member service center

Served as #2 executive for 15-staff, $2.3 million budget trade association. Responsible for overall staff and financial management with emphasis on developing and implementing strategic work plan, legislative activities, generating non-dues revenue, increasing membership, and growing meeting attendance.Increased new sponsorship revenue and affinity partnerships 30% in first year while Increasing membership retention from 85% to 88% while meeting budgetary goal for the first time in 3 years.Served as Acting President during transition and search for new CEO. Developed strategic approach for implementing new organization vision. Worked with new Chairman to organize, create and lead new Board orientation while maintaining financial stability of organization.Created modern electronic management and communications system to improve the timeliness, accuracy and efficiency of service to members. Integrated new membership database with accounting software and created new web site.Reinvented the way meetings are designed and budgeted, resulting in major turnaround from net loss to a net gain for annual Spring Conference. Increased net revenue for annual meeting by 15% while reducing costs by 40%.Redesigned and implemented new staff policies, including a new comprehensive employee manual and an overall staff education and training program to build morale and increase productivity.

Managed and led staff of seven with $2.3 million budget. Directed all membership and marketing activities for this $13 million professional society. Activities included operations of 700-booth trade show; all community building and membership recruitment/retention campaigns; professional development and career services; and marketing for all education programs including the Nation’s Capital Distinguished Speaker Series and Springtime - The Premier Association Industry Expo.

Directed all marketing efforts, membership recruitment/retention programs, member services, communications and public relations programs. Marketing efforts included exhibit sales and attendee promotion for large international trade show.

Helped develop an industry-wide trade promotion effort to improve overall image of wood pallet industry. Program components included direct marketing, advertising, and trade show development, communications and fundraising programs.