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Results-driven marketing executive with a record of achievement in strategic development, digital and social marketing, content development, brand management, and corporate partnership creation. Proven leader successfully delivering measurable outcomes in extremely competitive market conditions. Deep industry experience including digital, telecom, entertainment, outdoor/nature, healthcare and non-profit. Effective communicator and excellent presentation skills at executive level. Energetic, innovative, personable, goal oriented, and motivated.Specialties: Strategic Planning, Brand Advertising, Direct Marketing, P&L Responsibility, Market Research, Partnership Development, Product Marketing, Retention & Loyalty, Multicultural Marketing, Marketing Analytics, Online Marketing, Social Media, Celebrity Management & Event ActivationI am looking for opportunities that allow me to grow as a marketing professional, applying my past experience from diverse marketing assignments to new challenges. I thrive in dynamic work environments and I've been told my energy is infectious. I am highly skilled at identifying strong product attributes, developing tight messaging, and building successful marketing campaigns to reach the target audience.
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Executive Director, Brand ExpressionProvidence 2021 - PresentUsSupported the brand advertising efforts for a 52-hospital system, including all creative development, media placement, and branded content storytelling for the organization.• Developed an enterprise-wide content strategy and introduced a governance body• Utilized market intelligence to significantly refine service line messaging in cancer and heart, driving preference over the competition• Elevated quality of blog content to align with the high standards of the brand• Employed targeted media strategies that exceeded brand preference goals system-wide• Created a process to valuate multi-million-dollar sports sponsorships and developed activation plan to drive ROI• Established a health disparities PSA campaign targeting African Americans and Latinos to increase cancer screening rates by 20%• Motivated a team of twelve professionals to deliver on-time shared services for over 140 marketing campaigns annually -
Vice President MarketingNational Park Foundation 2020 - 2021Washington, Dc, UsDeveloped the go-to-market strategy for the organization's newly launched content and storytelling platform to build the National Park Foundation brand.• Created a comprehensive content marketing strategy to achieve business objectives• Forged media partnerships to effectively reach the target audience• Created fiscally responsible marketing plans that deliver far-reaching impact messaging• Managed the marketing content calendar used enterprise-wide• Motivated a team of professionals to manage content placement across a myriad of outlets, both digital and traditional -
Senior Director, Consumer MarketingNational Park Foundation 2018 - 2020Washington, Dc, UsLed Digital Marketing in support of the National Parks, driving visitation with a millennial target. Managed Experiential Marketing with both large-scale broadcast events (12,000 live attendees) and smaller pop-up activations.• Managed multiple advertising agencies in the digital and experiential space• Executed numerous paid social campaigns with Facebook, Instagram, and YouTube, as well as programmatic online buys and OTT/CTV targeted placements• Developed Travel Influencer Marketing to effectively reach millennial audience• Coordinated all marketing efforts with corporate sponsors, including American Express, LL Bean, Budweiser, Hanes, Nature Valley, and Subaru• Established PSA television placement via broadcast networks valued at $24 million annually• Conducted extensive market research to hone behavioral insights that drove visitation• Executive Producer of the annual television broadcast National Christmas Tree Lighting celebration with the White House
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Independent ConsultantIndependent Consultant 2017 - 2018Developed and refined a business plan for a personal entrepreneurial venture I was considering in the health and wellness space.
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Vice President, Digital Marketing, Brand, And InsightsLife Reimagined 2013 - 2016Led Digital Marketing, Brand Management, Consumer Research, and Content Development for a lifestyle-based digital platform in the self-improvement space. The product provided customers with robust tools, expert advice, and peer interaction to navigate their life transitions. Accomplishments: • Built a $10MM digital marketing plan for the core product • Grew to over 4 million users with mix of search engine marketing (SEM), paid and organic social media, e-mail marketing, and content marketing• Developed brand strategy with identity, messaging, voice, imagery, and segmentation, exceeding target market capture rate by 45%• Devised content strategy with mix of original content, interactive tools, and expert advice• Scoped mobile app for daily user interaction and revenue producing in-app purchases• Award: Adweek Project Isaac Award recipient for Innovation, Life Reimagined Marketing
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Vice President, Brand ManagementAarp 2007 - 2013Washington, Dc, UsSteward for the AARP brand, including development of AARP’s Brand Ambassador’s program, the brand’s multicultural presence, and management of master budget for department.Accomplishments:• Created strategy, negotiated contracts, and activated events with 10 celebrity spokespeople, including Betty White, Martina Navratilova, James Brown, Jane Pauley, and Dan Marino, generating a 3-to-1 return on investment• Developed strategy and executed brand advertising campaigns (TV, digital, print, radio, out of home) targeting the Hispanic/Latino segment, resulting in a 6 % increase in awareness• Supported LinkedIn marketing partnership leveraging experienced employees in the workforce• Launched Brand’s social media channel, executing test programs proving the channel viable• Managed Finance functions for AARP Brand Advertising with budgets in the tens of millions, saving up to 15% on renegotiated strategic contracts -
Senior Director, Membership DevelopmentAarp 2004 - 2007Washington, Dc, UsManaged the direct response marketing that supported the 37 million membership base and renewal populations. Led channels that executed all member development communications, including direct mail, alternative media, DRTV, and online while meeting cost-per-sale thresholds.Accomplishments: • Managed acquisition and renewal marketing supporting 3 million new enrollments and 10 million renewals annually for America’s largest association• Doubled Online Marketing acquisition volume by utilizing paid search, content marketing, landing page refinement, and co-registration product placement
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Vice President, Affinity & Segment MarketingAol 2003 - 2004New York, Ny, Us• Developed AOL’s affinity marketing channel as a new approach to subscriber acquisition, securing contracts with numerous Fortune 500 companies, including American Express, Delta Airlines, and Starwood Hotels. • Managed direct marketing for AOL’s two strategic growth segments, AOL Latino and Broadband -
Vice President, Entertainment MarketingDish Network Satellite Television (Echostar) 2002 - 2003Englewood, Co, Us• Managed all direct-to-consumer communications including customer and prospect marketing, advertising, programmer marketing, database trigger marketing, and online acquisition• Created and introduced product launch plan for new interactive television application• Managed cooperative marketing budget with 52 programmers, including ESPN, Disney, CNN, NBC Networks, Discovery Channel, Showtime, Starz, and HBO -
Senior Director, Partner MarketingCenturylink (Formerly Qwest) 1999 - 2002Monroe, La, Us• Championed advertising platform for new product launch, maximizing a $92 million investment with integrated TV, print, radio, guerrilla street events, public relations and direct response• Created business plan for division’s largest revenue product, yielding $1.4 billion in revenue• Managed and empowered 69 marketing professionals -
Director, Business DevelopmentYahoo! Inc. (Formerly Geocities) 1998 - 1998Sunnyvale, Ca, Us• Conducted review of technology acquisition targets, evaluating organizations, product scalability, and exploitable value drivers, then negotiating buy-out terms• Managed extensive implementation plans that involved Engineering, Community, Editorial, Advertising, Human Resources, Finance, and Legal
Wade Osborne Skills
Wade Osborne Education Details
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The George Washington University School Of BusinessMarketing -
William & MaryEconomics
Frequently Asked Questions about Wade Osborne
What company does Wade Osborne work for?
Wade Osborne works for Providence
What is Wade Osborne's role at the current company?
Wade Osborne's current role is Executive Director, Brand Expression.
What is Wade Osborne's email address?
Wade Osborne's email address is wo****@****arp.org
What is Wade Osborne's direct phone number?
Wade Osborne's direct phone number is +120243*****
What schools did Wade Osborne attend?
Wade Osborne attended The George Washington University School Of Business, William & Mary.
What skills is Wade Osborne known for?
Wade Osborne has skills like Integrated Marketing, Direct Marketing, Product Marketing, Content Strategy, Marketing Communications, Public Relations, Market Research, Brand Management, Email Marketing, Marketing, Business Development, Entertainment.
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