2017 | WIN HEALTHCARE
Director, Digital Marketing and Creative Development

Lead role in strategy, development and execution in all marketing and creative initiatives for WIN’s direct-to-consumer and business-to-business product offerings. Specific responsibilities: improve KPI’s targets for lead-to-sales conversion funnel; improve direct to consumer SEM campaigns and PPC quality scores; implement and monitor new social media strategies; develop new content strategies to increase website traffic and improve SEO rankings; development of new technologies that increase client product interaction as well as improve overall member experience.

Business Success:

• Implemented new Salesforce/Pardot CRM systems to maximize engagement and improve lead generation results within first 3 months of hire.
• Refocused social media strategies that increased community engagement while reducing advertising expenses by over 75%
• Developed and launched new Client/Member website portal within first 6 months of hire that dramatically increase access to product benefit utilization by over 150%.
• Reduced PPC cost per lead by 34% while increasing inquiry volume by 29%.
• Implemented technology efficiencies which reduced call center follow-up tasks by 35%.
• Project lead for custom iOS/Android Mobile App development including UX/UI design and technical oversight to increase member engagement and product distribution.

2015 – 2016 | ANGIODYNAMICS
Creative Director & Senior Digital Strategies

Hired to provide creative and digital marketing leadership to key internal stakeholders including Brand Managers, Product Managers, R&D staff, and the C-Level Executives as well as external agency partners. Responsible for development, management and implementation of strategic business objectives into compelling creative solutions across a wide range of integrated marketing campaigns including: web properties, online advertising/marketing, social media, iPad apps, print, corporate and product brand identity, video production, and corporate events.

Business Success:

• Implemented a new Salesforce CRM system to improved quality and consistency of sales leads by utilizing Pardot campaign automation, analytics, goal funnel monitoring and lead scoring.
• Improved B2C brand awareness through launch of new website – resulting in new industry positioning.
• Key strategic leadership role for 2015 Global Sales Meeting with over 250 attendees.
• Improved international digital asset distribution including iOS app development and deployment.
• Project lead for new corporate Intranet rollout to create a an environment to help build a more engaged, inclusive and celebratory culture.
• Took over PPC product marketing for venous disease channel resulting in a 20% reduction in CPL.

2008 – 2015 | INTEGRAMED AMERICA
Consultant, Creative & Digital Marketing Strategies (7/2008 – 12/2014)

Responsible for all digital solutions including interactive product marketing, social, mobile, website development, online lead generation, customer acquisition and search engine optimization for both organic/paid search for $250MM Speciality Healthcare network with over 1,500 employees, 140 locations and 200 MDs.

Business Success:

• Oversaw creative, digital, and marketing operations for, B2B business development, new product launch, strategic planning, Software as a Service (SaaS) innovation, field sales, customer relations management (CRM) systems and data mining.
• Transformed operations-focused company to customer-centric industry leader by encouraging accountability to improve quality and satisfaction, redefining strategy, training new marketing, sales, service talent, and established new partner/vendor relationships.
• Increased web traffic 9X to over 1MM visits per year and program enrollment 7X to $40M, while reducing cost per lead 25% by developing digital strategies including social media, mobile apps, and SEO/SEM.
• Delivered 35% year over year increase in organic traffic growth and 45% decrease in bounce rates by heading and reviewing website re-launch.
• Led development of new product for Fertility Network Division by overseeing annual budget of $1.5M PPC, 5 network accounts.

Awards:

• 2013, 2012 & 2010 – eHealthCare Platinum, Gold, Silver Awards – Best Site Design, Best Overall Internet Site & Best Content
• 2012 & 2011 – Web Health Awards – Attain Fertility Website, Social Media and Content
, Facebook, Blog and iPhone App
• 2011 – SAMMY Award for Best Social Marketing (Mid-size company)
• 2011 – Telly Award for “Journey to Fertility” video
  

1995 – 2008 | VERTRUE INCORPORATED

Vice President, Creative Services (2001-2008)
Director, Creative Services (1996-2001)
Manager. Creative Services (1995-1996) 

Responsible for the development, implementation and delivery of a variety of interactive, web-based and print materials for Vertrue – an $800 Million marketing firm. Product categories included: discount shopping and lifestyle products; financial, credit monitoring, reporting and scoring services; home and small office discount programs; elective medical procedures; real estate foreclosure subscriptions.

Specialties:

• Strong team-building management skills that inspire, motivate and cultivate a talented group of over 25 staff members including designers, writers, production and front-end web development staff.
• Possess persuasive leadership skills to establish and maintain a highly productive, cooperative team environment focusing on providing direction to internal and external business units and resources.
• Demonstrates strong acquisition, problem solving skills, collaborating with business development and sales teams, marketers, designers, writers and technical resources.
• Exercises solid workflow management and production skills with a strong emphasis on project management and internet marketing optimization technologies.
• Utilizes cutting edge SEO (search engine optimization) marketing solutions which provide breath and depth to promotional/branding campaigns as well as increase repeat traffic and higher return per user.
• Talent to forge strong alliances with top consumer retailers and service providers such as Vistaprint, Barnes & Noble, Blockbuster, Home Depot, Office Max, Sharper Image, Staples, Toy R Us, Universal Studios, Walt Disney and others.
• Successful execution of profitable internet acquisition and retention efforts for top Internet partners including AOL, Earthlink, Facebook, Google, MSN, Yahoo and others.
• Prudent control of $3.2 million departmental budgets including salaries, benefits, outsourced freelance/consultant/agency resources, stock and custom photography.

 Business Successes:

• Implemented successful organic brand management SEO strategies resulting in 95% positive search results.
• Established current controls for online ecommerce member acquisition test panels that generated $10,000,000 per month in sales – including D2C internet portals, natural and paid search as well as affiliate web networks.
• Forged new online marketing channel for Bargain Network Homes that targeted new customer base.
• Instituted enterprise-wide workflow process that increased speed to market of promotional materials by 25%.
• Built in-house web capabilities including design, back-end programming and networking which reduced outsourcing costs by 30% and increased speed to market by 50%.
• Launched over 45 product lines including all member communication materials and website which generated approximately $3.5 billion in cumulative combined gross revenue.
• Redesigned and standardized print fulfillment materials across all product lines creating a 25% cost reduction while maintaining or increasing retention of programs.
• Created profitable direct mail packages for healthcare, entertainment, leisure and travel programs generating a cumulative 2.5% response rate and approximately 800,000 fee based subscriptions.
• Promoted from Creative Services Manager to Director within one year of hire.

Business Successes:

• Created new direct mail control packages for such products as Reading Rainbow, Sports Pages, Young
• Students Learning Library and Weekly Reader Book Club.
• Developed a specific desktop publishing system to design and produce shipping containers saving the company substantial production costs.
• Produced new enclosures that resulted in a 35% response rate (15% over projection) for new Dinosaur product line.

Business Successes:

• Redesigned an entire product line (Skills Books) that resulted in increased sales of 40%.
• As Chair of Mac Committee Advisory Board, addressed the training needs of art directors so they could produce work better, faster and more efficiently.

Business Successes:

• Set up, staffed and oversaw in-house art/advertising desktop publishing department.
• Forged direct contact with Weider Publishing to establish successful, costume, branded direct mail catalog line.

Technologies: Adobe CS5 (Photoshop, Illustrator, Dreamweaver, Fireworks, InDesign), Microsoft Office, Salesforce cloud computing CRM platform, dotCMS content management system, Exact Target and MailChimp online email marketing solution.