Toni Midderhoff Miller Email & Phone Number

Chicago, Il, Us

Lead comprehensive brand strategy, positioning, marketing and sales enablement initiatives. Strengthen brand identity, accelerating growth, driving engagement, revenue, and operational improvements by uniting brand strategy with technology, digital tools and data-driven insights.________________________________________Brand Strategy & Positioning • CentricAI: Developed tech start-up's go-to-market strategy and B2B customer acquisition plan. • MDS: Set strategy to increase revenue +27% from design studio's existing clients. ________________________________________Customer Acquisition & Market Expansion • Sapta.io: Restructured launch strategy to attract the tech start-up's first 100 customers. Enhanced messaging, website copy plus targeting/retargeting to boost acquisition. • AOSSM: Repositioned the NFL Sports Medicine Course, quadrupling attendance in 30 days. • Fresh Films: Rebuilt CRM infrastructure reducing applicant response times 50%, saving $43K. Completed specialty program enrollment 30 days early with 43% of marquee program applicants qualified 3 months in advance.________________________________________Digital Strategy & Market Intelligence • Nordstrom: Living selling experience for hands-on digital tools enhancement and integration to expand online presence and sales. • Fresh Films: Analyzed 12+ surveys generating 8 program improvements to improve engagement and operational efficiency. • C+C Executive Search: Developed tech-enabled pipeline growth approach, delivering 57 candidates vs. 6 contracted. Generated two finalists for executive roles.

Patient Advocate, Caregiver and Care Coordinator.

Rock Island, Illinois, Us

Hired to navigate the transition from “founder” to “growth” mode adding marketing infrastructure, enhancing operational efficiency, and setting strategic direction. Led efforts to increase program enrollment, improve brand awareness, and build a sustainable marketing framework.________________________________________Marketing Infrastructure with Team Development • Provided strategic counsel on company restructuring, board configuration, and new partnership integration based on Fremantle on-boarding. • Set critical foundations developing the first marketing plan and strategic planning process. Incorporated recruiting, digital strategy, content and calendar planning, budgeting plus cross-functional collaboration. • Improved team digital strategy, content and calendar planning skills. Cultivated a metrics first culture infusing data-driven methodologies and communication dashboards enabling smarter, 15% faster decisions and execution efficiency.________________________________________Customer Acquisition • Doubled the applicant pool in 3 weeks. Achieved historical enrollment in 16 weeks increasing ROI +84% while reducing acquisition costs 46.6%. • Revamped digital and social strategies strengthening digital presence. Expanded content planning and aligned social channel messaging. • Boosted multi-ethnic engagement +22% and unique page views +42%. generating +33.8% paid search lift in Q4 with a +23% year-over-year gain.

Burr Ridge, Il, Us

Recruited to align marketing and sales in the B2B agency. Built integrated strategies across digital, content, and omnichannel marketing. Spearheaded marketing cloud assessment. Guided team skill acquisition in customer journey mapping, buying group acquisition and funnel management.________________________________________Marketing & Sales Integration • Built a cohesive, high-performing marketing, sales, and IT CRM team. Concentrated on content refinement, tech tools, and B2C/DTC techniques to enhance our B2B approach. Examined RFP costs and curated the ideal customer profile (ICP), reducing sales costs and improving lead response time +12.5%. • Boosted MQL to SQL conversion double digits with refined transfer criteria. Trained content team on persona creation and journey mapping, enhancing targeting and digital options for greater engagement.________________________________________Digital Strategy & Funnel Efficiency • Revamped digital strategy and content creation tripling social media engagement, and achieving an +89% LinkedIn increase. Refined acquisition frameworks and customer journeys, achieving a +17.8% brand lift and helping secure 3 new clients in my first 120 days. • Optimized CRM & Tech Stack improving Salesforce Pardot SaaS automation functionality via creation of 24/7 consumer engagement pathways. Designed lead nurture journeys and scoring for buying groups, integrating multi-path options for seamless account management.________________________________________Strategic Planning & Thought Leadership • Collaborated with CEO on ICP monetization and account categorization strategy for Account-Based Marketing (ABM). Streamlined strategic planning processes, modernized account valuation and financial models. • Partnered across the agency to connect revenue functions and align KPIs. Cross-functional collaboration amplified thought leadership and subject matter expertise communications.

Evanston, Il, Us

Oversight of transformation from a collection of community hospitals to a market-leading, vertically integrated healthcare provider. Leveraged insights to drive data-driven decisions, customer acquisition strategies and user experience (UX) elements assimilation.________________________________________Brand Strategy & Positioning • Increased perceptions +18.4%-+20% on Top 10 Attributes used to choose a Healthcare Provider. • Created messaging frameworks aligning brand vision with patient needs. Elevated new patient brand consideration +24% with an average +10-point consideration gain across 7 service lines. • Amplified brand growth +6%. Collaborations fueled Cardiology +7%, Cancer +8%, Neurology +9%, and Orthopedics +16% volume.________________________________________Crisis Leadership & Infrastructure Development • COVID-19 Leadership included Safety Ambassador Program launch reaching 12.8k daily users with CEO accolades in the Wall Street Journal. Partnered with Mayo Clinic and Cleveland Clinic to deliver national vaccine messaging. • Established marketing infrastructure and key systems for strategic planning, competitive analysis, and performance metrics. Improved effectiveness +33% saving $64k. Developed CRM wireframes, digital standards, and sales tools, increasing team efficiency and data-driven decision-making.________________________________________Insights & Analytics • Led research initiatives, producing 6+ annual studies. Insights informed messaging and go-to-market strategies for Cardiology and Orthopedics Institute launches. Collaborated on 3 joint EPIC Usability studies, enhancing patient portal/app functionality and user satisfaction +28%. • Marketing Mix project evaluated spend efficiency, delivering +5% boost in marketing ROI with +23% patient volume increase valued at $2M. Reduced CRM campaign costs 18.4% with A/B testing, yielding +7.3% higher response rate.

Evanston, Il, Us

Strengthened brand linkage around strategic B2B2C alliance objectives to create win-win scenarios. Expanded brand reach through innovative sponsorships and large-scale event collaborations. Cultivated and negotiated mutually beneficial partnerships leading all aspects of the process. ________________________________________Strategic Relationships & Alliances Management • Aligned brand vision and goals heightening value +$328K across 4 industries - media (Chicago Tribune, Fox), sports (Chicago Bears, Chicago Blackhawks), healthy lifestyle (Chicago Botanic Gardens, LifeTime Fitness), and healthcare (WebMD, Mayo Clinic, GLASA). • Brand Awareness: Orchestrated the Six Flags NorthShore Movement Mile, inspiring 9M people to action, boosting web traffic +16%. Skeleton Quest led to +8% call volume spike for the Orthopedic Institute. Biggest Loser alliance doubled Bariatrics volume. Chicago Botanic Gardens World Environment Day reached 1M, raising awareness for sustainability and nutrition services.________________________________________Lead Generation & Business Development • Led growth strategies and marketing campaigns positively impacting brand presence across diverse platforms and audiences. • Achieved 13K interactions and 5K WebMD click-throughs, driving a +24% rise in cardiology appointments. Originated Physicians to the Pros campaign, increasing orthopedic surgery appointments +28% and consumer perceptions of orthopedics expertise +17.4%. • Clinical Alignment: Presented Blood Bank “Take the Pledge” campaign and business case saving $60K, exceeding annual donation targets in 4.5 months with employee participation up 44%. Elevated share of care +3% for existing patients, +5.5% for new patients exceeding ACO performance criteria. • Executed 100+ annual community events, touching 170k. Pivoted 45 events into digital/hybrid formats, retaining key partner contracts while driving +22% increase in engagement during the pandemic.

Birmingham, England, Gb

Appointed to keep the agency at the forefront of marketing and digital trends, with a focus on expanding multicultural and segmented retail marketing in the CPG space. Evaluated client portfolios and led strategic initiatives to enhance service breadth and improve operational efficiency.________________________________________Brand Development & Storytelling • Enhanced client messaging and optimized processes to elevate the portfolio, drive growth and deepen brand storytelling. • Assessed book of business, customizing single-service client messaging to expand offerings, resulting in +7% service growth. • Directed onboarding and brand storytelling for new CPG accounts, refining brand aesthetics and intensifying visual cues. Led development of Luster’s Smooth Touch Relaxer campaign featuring Megan Good, leveraging beauty and African American haircare insights to create meaningful creative content.________________________________________Improve Agency Efficiency & ROI • Optimized time management and pitch processes, cutting costs by strategizing deliverables upfront and prioritizing impactful concepts. • Initiated a transition plan from a project-based to retainer model to stabilize the business and allow for better revenue consistency.

Partnered with small business owners and under resourced divisions to drive strategic growth. Strengthened CRM systems, conducted market analyses to identify profitability and scaling potential. Delivered targeted marketing and business development solutions, enhancing small budgets through optimized marketing mix strategies. ________________________________________Brand Identity, Strategy & Efficiency • The Salter Group: Rebranded the company, establishing a cohesive identity and digital presence • Tenaya: Developed go-to-market alliances for the organic beverage launch • Walmart: Collaborated on multicultural growth strategy, raising user-generated content by 11% across digital channels________________________________________Market Expansion • Walgreens: Scaled Fresh Food Pilot from 3 locations to 7,000 stores, generating positive ROI and addressing food desert challenges in Chicago’s diverse neighborhoods • Jazzercise: Completed profit analysis, identifying $85K in potential revenue • Museum of Science & Industry: Reset CRM outreach strategy, increasing effectiveness +20% and improving response rate +8%

Chicago, Il, Us

Hired to stabilize new accounts. Led strategic advertising and marketing initiatives, boosting revenue, improving brand appeal, and spearheading new media tactics that enhanced client success in the African-American (AA) market.________________________________________Allstate Insurance Account Transformation • Rebuilt client confidence and delivered measurable growth in the African-American market. • Launched Allstate Your Choice Auto into AA market. Achieved +$9.5M in revenue growth, increasing profitability +8%. Grew new policies +9.3%, boosted brand appeal +21%, and expanded awareness +48%. Exceeded 3% household acquisition goal with +5.5% success rate. Introduced the top-performing commercial in client history. Awarded the industry’s Silver Effie. • Supervised insights-based development of the highest tested commercial in client history - Toy Cars featuring Dennis Haysbert. Produced the #1 industry ad for Attention, Branding and Purchase Motivation - Friday Night.________________________________________Multicultural & Digital Campaign Innovation • General Mills: Leveraged digital space to reach tech-savvy urban youth modernizing client image and strengthening brand resonance. Nudged brand perceptions, 4 percentage points yielding approximately +$500K in brand value. Refined processes to increase account profitability 11%. • General Mills: Quickly increased Reese’s Puffs sales +13% with “shutdown the website” engagement. Directed the 360° strategy, securing +$1M in media spend. Received General Mills Best Interactive Campaign Award. • Verizon: Developed a retention strategy within the Personalize Life campaign, to counter competitor encroachment. Produced +40.9% customer unit savings and increased account profitability +3%.

Oakbrook Terrace, Illinois, Us

Led global product launches, licensing strategies, and infrastructure development for the premium manufacturer. Guided product and account management, streamlined processes, and helped build retail capabilities, driving significant revenue and operational improvements.________________________________________Brand Strategy, Positioning & Portfolio Launches • BIC Kids®: Launched the global stationery line, generating +$4M in first-year revenue ($1.1M North America, $1M in Brazil, $1.9M in Asia). Created regional customization options, boosting brand engagement and delivering +$2M in operational efficiencies. • McKids®: Drove Global Active Lifestyle product expansion, optimizing product approvals and analyzing licensing potential for an $11M portfolio. Designed a digital approval process for the brand, cutting approval time from 6 months to 30 days. • Zak Designs®: Extended "Good, Better, Best" positioning to tech-based pricing strategy, preserving the Walmart partnership and adding 18-24 male consumers to the kid-targeted product line. Delivered +$1.1M in new product revenue.________________________________________Process & Infrastructure Development • Built scalable systems to enhance operational efficiency and improve global project management. • Process Improvement: Digitized and centralized project tracking, raising profitability 7.5% via accelerated production time, fewer prototype errors, and scalable solutions. Improved project management processes for the US, Hong Kong, China, and Australian offices.

Chicago, Us

Leveraged synergies across B2C/DTC retail, B2B foodservice, and specialty channels to drive growth, optimize product lifecycles, and increase brand awareness for mature CPG brands. Conducted business analysis to assess market potential and financial viability for $8M new Breakfast Meats concepts after $4.5M new products launch. Managed P&Ls and cross-functional teams adding strategic planning to grow the core business while managing capacity. ________________________________________Brand Revitalization • Set long-term strategy to reverse declining breakfast meats portfolio. Created a $3M sales opportunity through innovative product formats for new channels generating $1.5M via customizable programs for underperforming accounts. • Identified market opportunities, boosting sales through targeted action plans for regional managers. Aligned marketing campaigns with 12 field sales representatives, optimizing support for customer-specific needs. • Improved pricing accuracy by integrating competitive insights into commodity-based model. Saved $500K by reducing customer issues via a quality platform.

Chicago, Us

Analyzed markets to determine product launch synergies across retail, foodservice and specialty B2B channels. Led annual strategic planning process setting 1, 5 and 10 year insights based goals and financial targets. Generated $10.4M in Desserts new product launches, exceeding profitability by +8% and over-delivering $1.2M in income, earning Business of the Year award. ________________________________________Portfolio & Revenue Expansion • Facilitated joint creation and launch of the $6.8M Kraft Specialty Collections line from conceptualization to packaging design. The first cross-functional collaboration and product launch , earned the Kraft Five Star Award for Best New Product Introduction. • Introduced JELL-O® Pudding Snacks into the airline industry, achieving a 38% ROI. Reduced lead-time for new product introductions by five weeks, enhancing operational efficiency. • Launched Philadelphia® Brand Snack Bars into hospitality and vending industries, driving $1.2M in new revenue.________________________________________Brand Equity & Marketing • Aided business development in vending, hospitality and airline industries to scale the new business unit. Integrated the newly acquired Nabisco® snacks into our product portfolio expanding offerings and enhancing market presence. • Led a $5M Philadelphia® Cheesecake initiative, increasing sales by 35% through a pre-selling and booking program. Directed Burger King® Teletubbies® Promotion with JELL-O® Tubby Custard, generating +$2M with recognition as BK’s most profitable promotion. Honored with Kraft's Idea Egg for Best Promotion.

Master Of Business Administration - Mba, Marketing

Bachelor Of Science - Bs, Industrial Supervision & Industrial Engineering

Innovations In Healthcare

Digital And Social Media Certification