In my role as Manager of Customer Narrative for B2B and Lifecycle Solutions at John Deere, I played a pivotal role in shaping brand identity and engaging diverse audiences. I led messaging and creative direction for production, precision ag, small ag, dairy/livestock, and lifecycle solutions, ensuring a cohesive brand narrative. Noteworthy achievements: -Designed and implementing a customer narrative methodology that seamlessly aligned messaging across dealer and customer-facing content. -Produced messaging and creative that consistently surpassed industry averages in impressions, conversion rates, and bounce rates, contributing to the overall success of our marketing initiatives. -Oversaw messaging, theme, and creative aspects for major farm shows, such as World Ag Expo, Farm Progress, and Commodity Classic. -Led integration of new marketing technologies and methods.-Managed a full staff of creative design, media and digital professionals -Spearheaded a research initiative focused on "Next Generation" buyers, culminating in a strategic platform campaign to enhance the brand's appeal to younger demographics. -Designed and executed the award-winning 2023 Women in Ag Campaign, featuring the widely acclaimed "Different Kind of Crown" video, which garnered significant attention on John Deere's YouTube channel and earned numerous industry awards. In addition to these creative endeavors, I successfully managed agency relationships (Signal Theory, Mindshare and Google) and budgets for B2B agency creative work, ensuring optimal collaboration and resource allocation.

In my role, as Digital Marketing Manager - Digital Customer Journey, I was responsible for the strategic and tactical direction for our key digital brand entry points. Noteworthy achievements: -Managed the John Deere Rewards loyalty program, overseeing an incentive budget of 15M and an IT budget of 1.5M. Leveraging 360 customer data for a community of 6M members, I strategically targeted programs and journeys, successfully enhancing engagement with eCommerce and dealer sales teams. I took the lead in shaping the strategic roadmap for Rewards 2.0, positioning it as a digital identifier and brand-centric entrance point for our valued customers as well as leading the strategic direction of our Deere.com site. -Responsible for the BuyOnline complete goods eCommerce program, achieving an increase in online sales from 20M in 2020 to an impressive 41M in 2021. -Owned Deere.com for the Ag and Turf division across multiple regions, including the United States, Canada, Australia, New Zealand, South America, and Mexico. Here, I directed all marketing messaging, SEO, and SEM efforts with the overarching goal of increasing impressions and conversions to our primary calls to action - BuyOnline and Dealer Locator/Demo Request. These experiences have equipped me with a unique blend of strategic vision and hands-on execution in the digital landscape.

In my role as E-Business Manager, I led a team dedicated to creating and maintaining cutting-edge experiences on the Deere.com website for the United States and Canada Ag & Turf divisions. Noteworthy achievements: -Led a team responsible for creating and maintaining industry leading experiences on the United States and Canada Ag & Turf sections of the Deere.com website.-Managed the BuyOnline eCommerce platform that supported a 200% revenue increase through 2020. -Responsible for creating and executing the strategy encompassing the future state of the BuyOnline. eCommerce solution and customer experience initiatives.-Managed agency relationships concerning web-related strategies across segments. -Worked with marketing teams to ensure new/current product web-related messaging was in line with key initiatives.-Tasked with taking a disengaged group and turning them into a highly aligned, agile team.

In my role of Sales Enablement and Training Manager, I spearheaded the strategic evolution of the Global Training Organization towards a more agile structure, emphasizing value selling and customer engagement.Noteworthy achievements: -Led the Global Sales Training Organization’s 2.0 strategy that focused on the transition from a traditional training organization to an agile organization prioritizing the concepts of value selling and customer engagement.-Drove the organizational change to a true sales enablement organization resulting in new utilization of customer data to drive training outcomes.-Responsible for sales training curriculum and metrics for dealer sales team success.-Managed the business case, selection and global implementation of the industry leading sales enablement solution - Highspot. Achieved the goal of 60% dealer adoption within 6 months and 90% within the first year. Increased value selling content utilization from 45,000 to 100,000 views within the first 5 months of launch.-Worked with dealer organizations to adopt and utilize the Highspot system and value selling content and training. -Designed and implemented virtual reality marketing programs that led to a 44% increase in sales and 13% increase in market share for targeted dealers

In my role as Virtual Training Center Manager, I was tasked for the strategic and tactical implementation of developing and delivering virtual training courses to a global dealer audience. The objective was to reduce dealer travel, decrease John Deere location expenditures and provide a true instructor-led experience in a virtual environment. Noteworthy achievements: -Managed a team responsible for learning experience design, scheduling, live class logistics, and technical support for all US/Canada, Australia/New Zealand, Europe and Asia virtual course deliveries (over 5,000 classes a year).-Responsible for ensuring dealer sales teams met yearly course credit and evaluation metrics. -Led the Online New Product Announcement initiative to move traditional once-a-year, in-person product launches to quarterly online events. Decreased yearly spend by 25% and increased participation by 75% -Managed the global implementation and expansion of Integrated Distance Training in US/Canada, Australia/New Zealand, Europe and Asia. This consisted of implementing over 300 dealer classroom locations and 9 John Deere broadcast studios globally. -Served as the research and development lead for all new delivery methods and technologies (Integrated Distance Training - IDT, Virtual Instructor Led Training - vILT, Mobile, Product Simulators) -Implemented an Agile-based process (Kanban) resulting in 25% reduction in time and resources needed to complete projects.

In my role as Senior Instructional Designer, I was recruited from outside the organization and tasked with the strategic and tactical implementation of learning experiences across the global agriculture and turf division. Noteworthy achievements: -Supported all learning experience design for the Augusta, Waterloo, Harvester, ISG and Mannheim/Zweibrucken, Germany, factories. -Contributed as Lead Instructional Designer for the 2010 Small Ag National Sales Program that resulted in a 98% approval rating. -Developed the concept of Integrated Distance Training that transformed the way John Deere was able to expand synchronous virtual sales and technical training to dealer audiences. -Led a team to analyze needs, design and, implement an evaluation strategy for North America training. The project focused on Level 1 and Level 2 evaluations for gathering metrics to continuously improve processes and ensure knowledge transfer to our dealer audience.

In my role as eLearning Specialist, I was tasked with building content and infrastructure for this new mode of learning delivery at Blue Cross and Blue Shield of Kansas. Noteworthy achievements: -Served as project manager and lead administrator for the EducateBlue Learning Management System initiative -Created guidelines and standards, style guides and templates for all internal and external elearning modules -Crafted engaging, educational e-learning modules for multiple divisions in the organization -Performed a consultant role in recommending training solutions to eliminate performance gaps -Played a key role in the creation of a User Experience team that helped bring consistency to web, e-learning and stand-alone applications -Trained SME contributors on the importance of the ISD model for the creation of training

In my role as Instructional Designer, I was tasked with the implementation and staff training for the migration to a new University business system.Noteworthy achievements: -Designed and coordinated technical training for Washburn University's Banner/Oracle implementation with an emphasis on Human Resources and Finance Modules. Tasks included: front-end analysis of learner needs and characteristics, design and development of curriculum (instructor-led and e-learning) and evaluation of curriculum (formative and summative). -Provided training to address subordinate-skill deficiencies before system "Go-Live." •Facilitated various training sessions.