Employees are the front line of the customer experience. Engaged employees are the foundation of advocacy. It's essential to equip employees to engage effectively to earn trust and build brand advocacy. When employees feel actively involved and passionate about their work (i.e., are "engaged"), they are most likely to become enthusiastic advocates for their company, promoting its brand and values to others, making them the key driving force behind positive public perception and employee advocacy initiatives. I help organizations harness the power digital and social networking to improve engagement & drive business results. Advisory practice areas include brand advocacy marketing, employee engagement, employee advocacy, employee experience, brand ambassador programs, employee recognition, customer experience, user experience, employment branding, personal branding, executive thought leadership, reputation management, digital and social media marketing strategy, social media governance, standards and policy, digital content marketing, digital sales transformation, social selling, influencer marketing, social media listening/monitoring and market research.

Building strategies to advance brand advocacy, employee engagement, employee advocacy, employee experience, customer experience, user experience, and brand reputation. Advising a variety of Integral clients from strategy through implementation. Practice Leader and fractional executive VP, Advocacy and Brand to advance Integral's market position.

As a Social Business Management Consultant, certified trainer and executive coach, I help Tribal Impact clients develop successful employee engagement and social selling programs.

Advisory services consultant to TD Synnex (Tech Data) Technology Business Partners in a variety of practice areas: event strategy, planning and facilitation, digital and social media marketing strategy, campaign planning, digital content marketing, digital sales transformation, social selling, and brand advocacy.

Supported customer experience strategy practice as a senior advisor to deliver digital CX best practices to clients. Digital and mobile strategy, application development, journey mapping, information architecture and user experience (UX) design, based on consumer research, competitive insights, marketplace data and analytics.

Architect end-to-end integrated marketing communications strategies to drive sustainable growth for IBM artificial intelligence (AI) and cognitive systems technologies including advanced analytics, machine learning, deep learning, and artificial intelligence. Develop strategic positioning, compelling narrative/messaging, market differentiating point of views (POVs) to improve market position and competitive advantage. Translate customer personas and journey mapping into effective customer engagement strategies for both client retention and acquisition. Develop marketing plus media mix models and demand generation campaigns to drive lead identification and progression for sales pipeline. • Lead market research, market segmentation, data modeling and analytics to inform marketing communications strategies. • Define "go-to-market" strategies across channels: customer engagement, demand generation, field sales and channel enablement.• Lead new product launches, messaging, product positioning and creation of compelling content marketing, collateral and sales tools• Lead product marketing communications strategy and lead generation campaigns to accelerate growth. Oversee implementation of integrated marketing communications programs across disciplines: digital, web, social media, events, content marketing, influencer marketing, PR, analyst relations’, sales and channel enablement. Measure effectiveness and optimize performance.• Lead client retention and loyalty programs to improve client experience and activate customer advocacy.• Provide global guidance to regional markets for localization and deployment of marketing communications programs. • Lead multiple cross-functional teams, including external vendors/suppliers and business partners, lead joint co-marketing programs and go-to-market activities

Developed customer acquisition, retention and customer experience strategy for the Individual Business Unit (IBU). Led brand strategy for affordable care act across, digital, social media, customer experience and ecommerce. Drove technology transformation to develop growth strategies for the emerging retail individual insurance market in Michigan. Collaborated closely with Sales and Product Strategy teams to develop performance based marketing programs and improve personalized customer experiences in service of new and existing members in need of quality health care.Established data driven marketing strategy, execution and performance based measurement to grow membership while balancing priorities to address cost management. Led digital transformation roadmap and supporting digital innovation, research and analytics and new digital product development with key internal and external technology partners. Led customer experience strategy to improve personalized customer engagement and drive measurable digital channel performance improvement throughout the customer journey (Learn, Shop, Buy, Customer care). Served as executive marketing and sales stakeholder for Salesforce.com customer relationship management (CRM) system. Established retail business requirements, worked with enterprise IT on formal RFP to evaluate CRM platforms and systems integrators, provide oversight for implementation, change management and adoption. Led organizational change to realize the digital transformation vision and roadmap. Improved effectiveness through adoption of new methods of work (Agile Methodology), marketing organization design and development, brand management and engagement strategies to improve sales effectiveness in evolving sales channels including web based entities, brokers and agent affiliates, inside sales health plan advisors.

Influencer Marketing & Employee Engagement Practice Discipline Lead (CHQ) Center of Excellence, responsible for advancing data driven marketing transformation. My team developed an influencer intelligence system using IBM Watson technology, utilizing natural language processing and machine learning to ingest text content in the form of public social data and provides the capability searches and organizes content into communities of interest that can be used to identify influencers, their associated behaviors, relationships & engagement patterns. This service provides critical intelligence about “individuals of influence” within strategic growth areas. Discipline leaders worldwide use this system to determine optimal engagement opportunities and coverage model with pivotal influencers to promote brand/product advocacy. This service provides a consistent enterprise standard for influencer identification, meta score and historical engagement.

Led CHQ enterprise social business and digital transformation programs globally. Established and staffed corporate center of excellence team to evolve and deploy IBM’s enterprise digital and social media strategy, standards, governance, education, training, analytics and measurement frameworks, required for the continuous improvement of IBM brand channels on external social media, as well as the continuous improvement of the collective activities of IBMers who share their expertise on external social and digital media experiences. Created and deployed the Digital IBMer Hub, an on-demand eLearning training platform. Wrote, designed and facilitated training curriculum accessible to over 430,000 IBM employees across the globe. Managed communities, groups and forums to continuously support employee engagement and social business adoption. IBM Design Lab senior leadership management team. Staffed, trained and managed multiple cross functional teams to deliver data driven digital experiences on IBM.com and internally on IBM's intranet in service of IBM employees and IBM business partners. Executive stakeholder leading Agile SCRUM development and deployment of web services and mobile applications. Established and led multiple RFPs to evaluate social technologies and outsourced social vendor solutions.

Created, implemented and scaled IBM Select Social Eminence program globally. This employee advocacy & influencer engagement program provided Social Business Managers across the enterprise a repeatable model to coach, train, enable and measure effectiveness of technical Subject Matter Experts (SMEs) and business thought leaders equipped to share their domain knowledge, expand their network connections, nurture on-line relationships with customers and external influencers. Program measurably improved social media engagement and increased understanding of IBM’s thought leadership agenda through employee engagement. Significantly improved brand reputation and employee influence in support of IBM business imperatives. Advanced employee skills, social media acumen and proficiency. Achieved measurable program adoption, increased reach, engagement, and amplification as well as conversion effectiveness. Provided best practice guidance to digital practice leaders on Social Marketing Program Strategy, Planning, Activation and Measurement.

Developed Systems & Technology Group (STG) Digital & Social Media Marketing Strategy. Led Digital, Social Media and Influencer Engagement strategy lead for IBM Watson on Power Systems debut on Jeopardy in collaboration with IBM Research team. Launched online community hosted on Lotus Connections social collaboration platform. Grew membership to over 700 Subject Matter Experts from various organizations including technical, development, engineering, technical support within 18 months. This thriving community provided members access to social media analytics, competitive and brand monitoring intelligence, key discussion topics and best practices guidance materials developed to support effective outreach and engagement through social channels to spread word-of-mouth and foster advocacy for business priorities.

Managed WW digital strategy for Global Industries and Solutions unit by providing leadership and coordination for all digital eCommerce campaign initiatives. Based on program objectives, developed recommendations on digital marketing optimizations to ensure campaign effectiveness. Supported; Retail, Travel & Transportation, Consumer Packaged Goods. IBM Strategic Alliance Partners Dassault Systemes, Product Lifecycle Management (PLM) and IBM & SAP. Managed the eMarketing Advantage program, an internal skill development initiative to advance talent of Integrated Marketing professionals with demand generation responsibilities.

Led strategic planning and development of direct marketing and digital eCommerce marketing campaign initiatives. Ensured that campaigns were integrated and deployed using the optimum channel mix of media to drive qualified leads. Led a cross-functional team to ensure campaign strategy and message plans are executed based on campaign and business goals and sales targets. Accountable for overall campaign tracking, analysis and performance reporting.Established and managed consultative relationship with client/sponsor and performed primary liaison role to Direct Marketing agencies. Managed inside sales coverage model deployment for over 100 accounts.

Led all aspects of marketing and product development for children's video division which encompassed over 100 titles. Primary product responsibility was marketing of Thomas the Tank Engine & FriendsTM brand, a premier product line. Initiated the direction and supervised the creative development of all marketing programs. Implemented national consumer and retail promotions that incorporated an integrated campaign approach to advertising, direct response, publicity, point of purchase merchandising and in-store events to support sell-through to end consumer. Planned and executed product introductions. Coordinated cross-promotional tie-in partnerships with various brand and product licensees including Hallmark, Lionel Trains, Applause, The ERTL Toy Company as well as National Consumer Package Goods Companies such as General Mills, Kraft, Lever Brothers and more to gain maximum exposure. Main client liaison to producers and retail buyer affiliates.

Led marketing and strategic planning for Gale reference products published to serve the K-12 Public and School Library Markets. These two market segments made up over 40% of the revenue base for the company, in 2 short years produced an increase of over 10% in sales in both markets. Marketing plans initiated involved direct marketing, advertising, catalogs, telemarketing, trade shows and public relations. Managed two marketing teams during the execution stages of strategies which included traffic coordination, copy, design, list management, production, mail shop operations and results tracking and analysis. Launched new reference product line designed to serve the unique needs of the Middle School Library market. Developed overall strategy and executed product introduction marketing plan. Accountable for new product sales forecasting and estimating for both market segments. Managed budget yearly.

Managed all aspects of direct marketing programs including creative direction and development, database management, print production and fulfillment. Hired Direct Marketing Agencies or other qualified vendors on a project basis. Performed post campaign analysis of marketing programs which typically involved overall evaluation of marketing strategies, test and learn customer retention and acquisition performance, channel mix effectiveness and ROI. Created and implemented retail merchandising program as a result of merger of Comerica and Manufacturers banks. This program involved redesigning all point of sale materials and installation in branches regionally.

Liaison to client on cooperative channel marketing and advertising program. Supported retail accounts nationwide. Led quarterly planning of media placement, national television and point of sale production.Clients: Planters Lifesavers Company, Johnson & Johnson Acuvue Contact Lenses, GMAC Financing

Associate client contact responsible for direction and administration on the Endicott Johnson Shoe and Snapple Beverage accounts. Developed marketing proposals, planned project strategies, monitored budgets and schedules. Presented agency work to client.