Sara Hanaway Email & Phone Number

Cudahy, Wi, Us

Milwaukee, Wisconsin, United States

We work with businesses, leaders and teams addressing gaps in skills around resilience, change, flexibility, adaptability, leadership, and customer experience providing solutions that focus on growth and skills improvement.- Created and conducted workshops/presentations customizing the content based clients needs with a 100% rating for content and a 90% overall satisfaction rating- Received 90% rating on use of content presented can be used in work or personal life in all presentations in all keynote presentations- Successfully created personal branding coaching program for career coaching clients that improved confidence and ability for clients to describe who they are- Successfully created and executed a comprehensive marketing plan to rollout new business offerings and company branding, including logo, across multiple platforms and multiple audiences- Developed content management strategy and executed plan based on the content calendar created that outlined what to deliver and on what channels modifying plans and calendar based on learnings and insights - Successfully identified content changes needed across multiple touchpoints creating a comprehensive content plan for client to update, refresh and modernize their marketing content exceeding clients’ expectations- Achieved immediate results for clients, improving mindset, productivity, and well-being including working with a client to help team through change of another merger for their company receiving top ratings for the work and successfully landing individual clients to improve their change and adaptability skills-Crafted customer personas and journey maps for the business identifying key engagement points and executed per plan created - Helped clients eliminate the I can’t, I shouldn’t voice and conquer the challenge facing- Successfully helped shift mind-set of leaders and employees that improved resilience, opened new revenue streams and increased profit and productivity

As an Outplacement Coach with LAK Group, I provide comprehensive career transition support to individuals navigating job loss and seeking new opportunities.Having experienced the ups and downs of job search firsthand—after my 22-year tenure at Harley-Davidson ended with my role being eliminated—I understand the challenges of figuring out what comes next. Drawing on my personal experience and my marketing expertise, I help LAK clients market themselves effectively. Combined with the robust tools and processes provided by LAK, I guide clients through their job transitions with empathy and strategic insight.Partnering with clients from diverse industries, I support them through every stage of their job search, focusing on:- Building confidence and emotional resilience during career transitions- Revising and editing resumes tailored to specific industries and roles- Developing and crafting personal brands that reflect clients' strengths and career aspirations- Crafting compelling "Tell Me About Yourself" responses for interviews- Enhancing LinkedIn profiles for visibility and impact- Utilizing AI tools to enhance job search efficiency- Creating tailored job search strategies- Modifying resumes to meet Applicant Tracking System (ATS) requirements- Coaching on effective networking to access hidden job markets and as a critical component of the job search strategy- Preparing and practicing for interviews- Guiding clients in negotiating offers, including strategies to ask for more than what's initially presented

Leading a team of five - with the merger of two boat brands into the company - responsible for sharing Marine (two distinct and separate brands) content across multiple channels. This role is all about amplifying our messages to the right audiences at the right time. The team is responsible for paid media, website, social, sponsorships, influencers, email, CRM, shows, events, dealer marketing programs, and all things digital. Responsible for collaborating with other managers to manage, plan and forecast budget.- Successfully restructured an inherited team; conducted individual assessments to understand team members' needs, leading to the creation of tailored development action plans. Cultivated a collaborative environment, transforming a previously disjointed team into a cohesive unit that consistently delivered impactful results - Created and implemented a comprehensive marketing change plan to merge the demand generation functions of both brands into one cohesive plan which resulted in clear roles and expectations for each team member and improved employee experience - Created and implemented robust demand generation strategy focusing on customer personas and key needs that in the first month of implementation increased web traffic (by 37% and 94% each brand) and hot leads (average) by 41%- Dramatically improved digital metrics compared to the previous year for both brands supported: 79% increase in visits; 63% increase in page views and 4% increase in organic traffic for one brand; the other 108% increase in visits; 89% increase in pageviews and 16% increase in organic traffic- Consolidate systems and processes to create standard platforms and programs across multiple brands- Improved social metrics - 18% increase in engagement rate for one brand and 20% increase for the other- Revamped boat show email nurture program resulted in 17% increase in unique emails opened and click through rate

Sturtevant, Wisconsin

My role in the company was upgraded to include the additional responsibilities to lead the customer experience across multiple platforms - digital, social and events. Leading a team of three and managing multiple agencies to ensure innovative and interactive experiences are designed and implemented at events and across digital and social platforms. - Executed and produced 25 corporate boat show events including a completely revamped strategy which included a change and training plan for dealers and employees and booth design focused on the customer journey resulting in a successful retraining of staff and improved lead collection by 24%- Revamped Evinrude’s social presence by increasing engagements and brand consideration delivering results exceeding the 10% YOY goal with: FB: 8% growth in followers, 50% increase in impressions, 18% growth in engagements; Instagram: 51% growth in followers, 76% increase in impressions-Focused emphasis on organic search and SEO resulting in a 19% increase of website traffic - Executed marketing campaigns by using customer data to personalize messages and increase consideration- Revamped Evinrude’s brand including executing a change plan, strategy and training for employees across all functions of the business and dealers through a series of events, meetings and workshops and creating the necessary training materials (examples include: job aides, help guides, presentations, frequently asked questions documents)

Sturtevant, Wi

In this role, I was responsible for a team of the 3 that manages digital, social, e-mail, and CRM. Collaborating and aligning with other teams across all brands to share best practices, advance systems and ensure a positive consumer and dealer experience that drive business results. Focusing on the intelligent use of consumer data to drive measurable increases in consideration and conversion. - Created CRM strategy; executed change and communication plan to socialize strategy throughout organization dispelling misconceptions around CRM and gained alignment throughout all levels- Revamped process around CRM data within in the ERP system (Salesforce) to be aligned with end user needs - Executed and managed Evinrude email and direct mail marketing that drives traffic achieving a 6.81% conversion rate- Streamlined process improvements around lead generation and lead management with the dealer network - Launched new lead collection tool in less than 3 months including creating training materials and sessions for volunteers. Work led to the selection of the supplier for broader company use with all brands- Executed first comprehensive e-mail nurture program in spring of 2018- Accepted special assignment: Produced the all-employee brand launch meeting and open house event - Accepted expanded role April 2018 to include managing and executing boat show strategy and events

Milwaukee, Wi

This role provided me an opportunity to broaden my brand and marketing knowledge by gaining experience in the area of localization. I came into the role knowing very little regarding localization and within the three months was up to speed and knowledgeable on the industry, trends and processes. I was responsible for: • Reducing costs by 5-50% through reducing errors, improving supplier quoting process and implementing SLA penalties• Creating localization advocates by developing a comprehensive communication plan to socialize localization strategy throughout the organization • Resolving issues with 400+ localization projects occurring during new product launch with projects completed on time and localized for each market• Reducing costs and rework by collaborating with employees around the globe to ensure localization is incorporated into consumer facing and dealer facing communications, marketing, systems and training early in the planning process• Improving customer experience by coaching cross-functional teams regarding global authoring focusing on creating content that resonates with customers • Making it easy for stakeholders to do business with the localization team by examining and revising internal localization processes

I accepted a special assignment supporting the Motor Company’s retail transformation which focused on the Harley-Davidson Customer Experience (HDCX). My passion for the customer experience coupled with my proven track record in managing change, collaborating with teams across the globe, communication skills and ability to deliver premium experiences to dealers and customers made me a perfect fit for this assignment. I was responsible for:• Creating advocates and increasing adoption with employees and dealers on the principles and behaviors expected to drive the HDCX experience. I did this by creating global retail transformation change management strategy, communication plan and multi-year implementation plan • Implementing the revitalized customer experience measurement program (CXI) across over 1300 dealers covering 26 languages revamping how dealers and company listen to customers and reducing feedback cycle from 40+ days to within hours• Persuading audiences with powerful messages that dispelled myths and address needs of a variety of stakeholders and presenting via multiple platforms and to all levels of the organization• Coaching and collaborating with teams implementing tools and programs to support dealers assisting with executing clear messages and creating communication plans that meet the needs of field teams, dealers and internal stakeholders around the globe • Leveraging insights to create training and communications for global audiences including field teams, dealers and internal stakeholders resulting training and communications that met the needs of audience and ensured seamless launch for several programs• Received President’s Chrome Award for Continuous Improvement for project success

I started in this role as a manager and with one direct report and built the team up to 5 individuals and promoted to director during my tenure. Focus of this role was to align the company on the importance of Customer Relationship Management (CRM) and how CRM could transform business.I was responsible for:• Developing the vision, strategy and managing the multi-year roadmap to implement CRM using a variety of communication methods to share the CRM story receiving support and alignment across all functions and executive leadership• Influencing the more than 150 indirect reports that worked on CRM projects around the globe ensuring all teams were aligned • Delivering an average of 5 highly complex projects per year with a $10-20M budget. A few projects include: Global Customer Data Consolidation, SAP Contact Center, Dealer CRM, Global Lead App, Customer MDM, Customer Data Analytics and Customer Lifetime Value• Leading the efforts of cross-functional teams to ensure integrated plans, risk identification and mediation resulting in an integrated plan that met strategic objectives and reduced complexity • Conducting customer analytics enabling marketing teams to create plans and strategies that resulted in H-D becoming #1 seller of motorcycles to young adults, women, Hispanics and African Americans• Standardizing CRM practices around the globe by sharing industry best practices and collaborating with marketing teams • Building, developing and maintaining global customer data from over 94 sources; reducing annual costs by 3% • Crafting communications including Board of Director Updates, key messages, articles for employee Intranet and presentations to a variety of audiences to cultivate the CRM vision and strategy throughout the organization• Accepted special assignment, leading and facilitating executive leadership team to develop strategies, set goals, define plans, and prioritize major company initiatives, balancing growth and foundational projects

Greater Milwaukee Area

I was promoted into this role focusing on communications (both internal and external) marketing and programs to increase membership for the Harley Owners Group (HOG), world's largest factory-sponsored motorcycle organization. I would go on throughout the tenure of this role to take on additional responsibilities for P&L (profit and loss), training programs and other membership benefit programs.I was responsible for:• Maintaining customer retention of 70-73% and increasing membership to 1M members• Developing, launching and managing hog.com and members.hog.com• Growing online revenue to $8M annually• Forecasting and managing HOG P&L, including returns of 15-20% annually• Creating and launching marketing campaigns related to HOG events and programs across US filling each event to near capacity• Creating online renewal e-mail program achieving 2nd highest grossing HOG renewal program• Developing and launching Million Mile Monday with more than 4M miles logged during inaugural event• Leading a team of 4 with a culture of openness, trust, and opportunities for growth and development