Scott Shoemaker Email & Phone Number

Madison, Wisconsin Area

Lead all aspects of marketing, communication, advertising and public relations efforts for the YMCA of Dane County through the development, implementation and management of strategies and supporting plans. Strategize with senior leaders and other organizations/partners to advance the YMCA's mission in our community.• Develop, implement and manage the Association’s annual marketing and communication plan. Establish, measure and adjust tactics, campaigns and promotions based upon goals, in-time results and market conditions.• Work with the senior leadership team to set and execute organizational strategy for success. Support and be a resource to other leaders in decision-making processes.• Cultivate vital community and business relationships and partnerships.• Manage internal and external public relations to ensure regular contact and healthy relationships with local and regional media.• Develop, refine, implement and track performance of the annual budget to support the marketing plan and align with the strategies and objectives of the Association.• Help build positive relationships with and among staff, volunteers and/or members. Lead by facilitating a forward-thinking, training-based environment. Navigate through change by appropriately adapting to new opportunities and challenges.• Demonstrate a commitment to community development and philanthropy by engaging and partnering with organizations and individuals to advance the Y’s cause, mission and goals. Build and nurture strategic relationships to enhance support for the YMCA.• Increase awareness of the Y as a cause-driven non-profit. Effectively communicate the benefits and impact of the YMCA’s efforts to all stakeholders.• Maintain functional and technical knowledge and skills required to ensure high performance. Use best practices and protect the Y brand. Manage special fundraising events that advance the cause.

Madison, Wisconsin Area

Lead all aspects of marketing and communication efforts for the YMCA of Dane County through the development, implementation and management of strategies and supporting plans. Focus on the optimal delivery of marketing and communication services to achieve organizational goals.• Develop, implement and manage the Association’s annual marketing and communication plan. Develop, execute, measure, and adjust tactics, campaigns and promotions based on goals, results and market conditions.• Manage internal and external public relations to ensure regular contact and healthy relationships with local and regional media.• Develop, refine, implement and track performance of the annual budget to support the marketing plan and align with the strategies and objectives of the Association.• Help build positive relationships with and among staff, volunteers and/or members. Lead by facilitating a forward-thinking, training-based environment. Navigate through change by appropriately adapting to new opportunities and challenges.• Demonstrate a commitment to community development and philanthropy by engaging and partnering with organizations and individuals to advance the Y’s cause, mission and goals. Build and nurture strategic relationships to enhance support for the YMCA.• Increase awareness of the Y as a cause-driven non-profit. Effectively communicate the benefits and impact of the YMCA’s efforts to all stakeholders.• Maintain functional and technical knowledge and skills required to ensure high performance. Use best practices and protect the Y brand. Manage special fundraising events that advance the cause.

Madison, Wisconsin Area

Responsible for the strategic planning and execution of the organization's overall marketing, communications, public relations and community relations strategies.• Create and manage the corporate brand platform, acting as the organizational brand ambassador.• Develop, implement and lead integrated marketing and communications program based on a multi-channel demand generation strategy using inbound and outbound tactics.• Develop, direct, manage and report on paid media campaigns.• Manage external communications including print and digital newsletters, all corporate stakeholder communications, the sales and marketing collateral system and more.• Manage all digital marketing apertures: Web; e-mail and social (Facebook; Twitter; LinkedIn).• Coordinate alignment and leverage the community relations program.• Create and implement internal communications initiatives and campaigns.• Lead corporate public relations efforts; serve as corporate spokesperson.• Create a casual but productive and goal-oriented culture while mentoring a team of marketing professionals.

Responsible for marketing strategy and corporate communications to drive sales/retention and brand awareness. Areas of accountability included advertising, public relations, issue and reputation management and electronic media (e-comm, Web, social). My primary duties included:• Developing and managing annual marketing plan and budget.• Developing and leveraging an effective community relations/PR strategy.• Managing a collateral materials system for members, prospects and independent producers.• Corporate issue and reputation management. • Serving as corporate spokesperson.• Market analysis and measurement of efforts.• Supervising and developing a professional marketing team.

Coordinated company communications and managed day-to-day marketing activities in addition to assisting with strategic planning, brand management, project management, cost tracking and database management.• Responsible for content creation and project management of print and online member, provider and customer newsletters, marketing collateral, letters, press releases, insurance plan benefit materials, advertising and presentations.• Coordinated and managed external designers, printers and other vendors.• Maintained consistent corporate voice and brand identity in all communications.

Managed and provided direction to editorial staff in the development of catalogs, Web, marketing materials, curriculum products and other advertising collateral.• Managed staff in areas of productivity, efficiency and adherence to schedules, deadlines and editorial standards.• Provided creative direction for staff, and ensure achievement of design consistency and merchandising goals.• Refined department processes to maximize staff potential and technology updates.

Researched, wrote and edited a wide variety of company advertising collateral, special projects and other materials.

Wrote, edited and designed State of Wisconsin Medicaid publications.

Produced editorial content for a wide variety of marketing literature including direct mail, newsletters, advertising collateral, press releases, educational/instructional materials and catalog and website copy.

Worked on various levels of the editorial production process for Compton’s Encyclopedia (print, multimedia and online versions) including writing historical timeline articles and online biographies, proofreading and electronic database management of encyclopedia pages.