Bio
Contributing to the success of multiple businesses and industries, I have built and led skilled and diverse marketing communications teams to generate revenue, escalate brand exposure and support the product and sales teams. I create and execute the pull marketing strategy by partnering with executive management, product experts, vertical and regional market managers, sales, operations and legal, to bring a service or product to life in the eyes of the client. I ultimately seek to contribute to the organization’s vision, mission and its successful completion.
My focus on business-to-business marketing execution has comprised of businesses in data aggregation, consumer information, credit, insurance services, consulting, commercial supply distribution and commercial roofing. I quickly educate myself in new and various industries, and identify which components of the marketing toolbox need to be implemented, and in which order of importance, to make an impact on the bottom line.
My focus on business-to-business marketing execution has comprised of businesses in data aggregation, consumer information, credit, insurance services, consulting, commercial supply distribution and commercial roofing. I quickly educate myself in new and various industries, and identify which components of the marketing toolbox need to be implemented, and in which order of importance, to make an impact on the bottom line.
Experience
ROOF PARTNERS, LLC, Norcross, Georgia 2016 - 2018
Roof Partners is a highly professional, experienced, service-driven, and quality-focused commercial roofing company based in metro-Atlanta and serving the southeastern United States, with the capacity for large and small projects such as complex high-rises, industrial facilities, malls, warehouses, retail buildings, hospitals and schools in commercial roof system services.
Marketing & Sales Director, Norcross, Georgia 2016
I engaged in all facets of B2B branding, pull marketing & sales strategy, marketing communications, assets, content, website, social media, promotional events and sales process. Contributed to our small team in any capacity necessary at the time.
- BRANDING: Facilitated an expansion of the Roof Partners brand as well as creating consistency in content. Created and designed assets including sales collateral, event promotions, email campaigns, photography, signage and trade advertising. Executed the process of obtaining a certified WBENC - Woman Owned Business status for Roof Partners.
- WEBSITE/SOCIAL MEDIA: Created a presence for the Roof Partners brand on LinkedIn and Facebook. Coordinated a redesign of the company website, along with SEO and YEXT maintenance to keep Roof Partners on the first Google page search.
http://www.roofpartners.net
PRO-LINK, INC., Canton, Massachusetts 2014 - 2016
Pro-Link, Inc., is a national full-service jan/san supply, marketing and buying organization. Pro-Link has more than 90 members throughout the United States and provides its distributors and customers with a nationally recognized brand of high quality products while providing national field support, troubleshooting, and training for members and end-users.
Vice President of Marketing, Peachtree Corners, Georgia, 2014
I relocated, built, trained and directed a new marketing team. I developed marketing strategies, led execution involving brand management, product development, end user training, regulatory compliance, along with all facets of marketing, communications, content, design, website maximization, videography, event management, sales support, engagement and promotion.
http://www.prolinkhq.com
O’BRIEN STRATEGIC PARTNERS, LLC, Atlanta, Georgia 2012 - 2014
OSP is a partnership of skilled sales and marketing professionals where we help design, build and execute tailored go-to-market strategies for clients. OSP focuses on the ROI of sales and marketing activities and specifically sales effectiveness from lead generation through client retention.
Executive Director Strategic Marketing, Atlanta, Georgia, 2013
I concentrate on the strategic marketing communications element as part of the overall deliverable for OSP clients. In addition, I contribute to business development in the U.S. and customize a branding and marketing communications approach to ultimately generate demand, promote the brand, shorten sales cycles and increase revenue.
http://www.ospartnersllc.com
CRAWFORD & COMPANY, Atlanta, Georgia 2009-2012
The world's largest independent provider of claims management solutions to the risk management and insurance industry as
well as self-insured entities with annual consolidated revenues of $1.163 billion in 2013. (NYSE: CRDA & CRDB)
Director of Marketing, U.S. Property & Casualty, Atlanta, Georgia, 2009
Developed and executed integrated marketing communications for the $264M U.S. division, through online marketing, public relations, social media, thought leadership, white papers, email campaigns, advertising, and trade conferences. All promotional activity was directed to an internal sales unit that received new leads, then qualified, nurtured and disseminated those to a national sales force.
- MARKETING COMMUNICATIONS: Developed the new marketing function for a major unit of the company that had never utilized a dedicated team to focus on external marketing communications. Created budgets, service sector strategies and justified marketing executions where no history existed. Built ROI measurements to justify new expenditures.
- STRATEGIC POSITIONING & AWARENESS: Utilized online and print marketing campaigns to focus awareness on five key strategic service offerings that resulted in 10%+ open rates and 3% click-through rates that netted new leads and sales opportunities.
- SALES SUPPORT: Using internal technology portals, developed a product-based marketing repository of sales materials, presentations, collateral and selling guides to assist the sales force in cross-selling initiatives. Engaged our subject matter experts to help develop targeted marketing campaigns resulting in a multitude of new sales activity inside long term accounts.
- MARKET RESEARCH: Championed a new industry source for targeted company research and intelligence for our sales team. This new data and its analytical capabilities allowed us to address clients with information on their business to help engage the sale.
http://www.crawfordandcompany.com
CORELOGIC TELETRACK, INC., Norcross, Georgia 2000-2008
Analytical and technological data innovator specializing in non-traditional consumer credit information. Provides data, analytics and decisioning solutions for the specialty financial sector. Became an entity of CoreLogic in 2008. (NYSE: CLGX)
Vice President of Marketing, Norcross, Georgia, 2000
Orchestrated the corporate marketing strategy, brand transformation, emerging market development and online presence contributing to the progression, growth and profitability of the enterprise.
- BRAND EVOLUTION: Led the transformation of the brand, including the execution of a new corporate brand campaign, new logo and a redesign of all marketing communication vehicles. Redesigned corporate website using targeted SEO strategies and interactive content to focus the visitor. Utilized a consistent message to increase brand awareness across all markets. Maximized marketing spend in a cost-conscience environment by using targeted online marketing strategies and metrics.
- BUSINESS DEVELOPMENT: Researched and developed a new market for the company’s data, which resulted in a major increase in margins and a significant increase in overall corporate sales. Developed and executed marketing plans for six different verticals that required diverse marketing strategies and communication methods. Resulted in increased brand awareness, website traffic and new business development across all markets. Invited to present a seminar on non-traditional credit consumers at the National Collections & Credit Risk Risk Conference.
- PRODUCT INNOVATION: Instrumental in developing and bringing to market a new product utilizing public records in a direct marketing solution for lenders seeking new non-traditional credit consumers. Built the brand online and across all marketing communication channels.
- INTERNATIONAL EXPANSION: Developed and executed the marketing strategy for expansion into the UK market. Researched target industries and identified prospects. Executed marketing campaigns encompassing print, online, public relations, collateral and trade conferences. Within twelve months of launch in an untested market, four new clients came on board.
https://www.corelogic.com/industry/consumer-finance-solutions.aspx
CHOICEPOINT INC., Alpharetta, Georgia 1995-2000
Spun off from Equifax (NYSE: EFX) in 1997, ChoicePoint was a business and consumer information provider with annual sales of over $1 billion in 2007. (NYSE:CPS) Acquired in 2008 by Reed Elsevier, owner of LexisNexis. (NYSE: RUK& ENL)
Director of Corporate Marketing Communications, Alpharetta Georgia, 1999
Led the corporate marketing department operations, brand execution, creative and online marketing initiatives.
- TEAM BUILDING: Consolidated multiple regional marketing communications functions into a corporate marketing department. Successfully built an in-house agency competency and team to support the marketing needs of all business units, which resulted in a cost-effective and organizationally efficient marketing services support operation.
- BRAND EQUITY: Integrated and expanded the corporate brand image through all marketing communications media and materials resulting in a consistent and focused external marketing message which was key to building overall brand equity.
- DEMAND GENERATION: Championed and coordinated a comprehensive redesign of the corporate website into a product driven environment that resulted in a 700% increase of web-generated leads for vertical marketing activities and sales conversion.
Director of Marketing – Equifax Life & Health Division (PMI), Alpharetta, Georgia, 1996
- MARKETING STRATEGY: Developed a marketing plan for this new $6 million division. Coordinated customer focus groups by market segment that resulted in a significant redesign of several key products and an increase in sales by 45% within 12 months.
- PRODUCT DEVELOPMENT: Reintroduced to market a mature product, with $1M in annual sales, through focus groups, advertising and sales contests, which created a 14% increase in sales and increased margin from a loss to more than 15% within 14 months.
- CORPORATE BRANDING: Executed a corporate identity program after a $400 million spin-off that resulted in consistent brand identity across all departments and divisions. This built the base upon which future branding campaigns were developed.
Medical Product Director – Equifax Life & Health Division (PMI), Chicago, Illinois, 1995
- OPERATIONS: Directed regional operations and managed the P&L for a three state, six office territory, representing more than $3 million in annual revenue and more than 130 employees. Reduced operating costs by 16% within nine months and assembled a new, more professional local management structure, which positioned the offices for growth and increased margin.
https://risk.lexisnexis.com/
ASB MEDITEST, Framingham, Massachusetts 1988-1995
Medical information provider with annual sales of $90 million. Acquired in 1995 by Hooper Holmes, Inc., (AMEX:HH)
National Account Executive – Occupational Health Services, Milwaukee, Wisconsin, 1994
- BUSINESS DEVELOPMENT: Managed accounts and sold multiple service lines in a 12-state sales region representing $2.5 million in revenue. Expanded retail immunization revenue by more than $700K, or 40%, in 12 months. Exceeded annual sales goal by 50% through new sales representing $1.2 million in incremental revenue and 25 new accounts.
Director of Corporate Marketing, Framingham, Massachusetts, 1991
- MARKETING MANAGEMENT & STRATEGY: Established the mission and structure of a newly formed marketing department following a merger, which included budget administration, plan development, forecasting, graphic design capabilities and market research. Successfully relocated a four person department from Chicago to Boston while maintaining 100% capacity.
Roof Partners is a highly professional, experienced, service-driven, and quality-focused commercial roofing company based in metro-Atlanta and serving the southeastern United States, with the capacity for large and small projects such as complex high-rises, industrial facilities, malls, warehouses, retail buildings, hospitals and schools in commercial roof system services.
Marketing & Sales Director, Norcross, Georgia 2016
I engaged in all facets of B2B branding, pull marketing & sales strategy, marketing communications, assets, content, website, social media, promotional events and sales process. Contributed to our small team in any capacity necessary at the time.
- BRANDING: Facilitated an expansion of the Roof Partners brand as well as creating consistency in content. Created and designed assets including sales collateral, event promotions, email campaigns, photography, signage and trade advertising. Executed the process of obtaining a certified WBENC - Woman Owned Business status for Roof Partners.
- WEBSITE/SOCIAL MEDIA: Created a presence for the Roof Partners brand on LinkedIn and Facebook. Coordinated a redesign of the company website, along with SEO and YEXT maintenance to keep Roof Partners on the first Google page search.
http://www.roofpartners.net
PRO-LINK, INC., Canton, Massachusetts 2014 - 2016
Pro-Link, Inc., is a national full-service jan/san supply, marketing and buying organization. Pro-Link has more than 90 members throughout the United States and provides its distributors and customers with a nationally recognized brand of high quality products while providing national field support, troubleshooting, and training for members and end-users.
Vice President of Marketing, Peachtree Corners, Georgia, 2014
I relocated, built, trained and directed a new marketing team. I developed marketing strategies, led execution involving brand management, product development, end user training, regulatory compliance, along with all facets of marketing, communications, content, design, website maximization, videography, event management, sales support, engagement and promotion.
http://www.prolinkhq.com
O’BRIEN STRATEGIC PARTNERS, LLC, Atlanta, Georgia 2012 - 2014
OSP is a partnership of skilled sales and marketing professionals where we help design, build and execute tailored go-to-market strategies for clients. OSP focuses on the ROI of sales and marketing activities and specifically sales effectiveness from lead generation through client retention.
Executive Director Strategic Marketing, Atlanta, Georgia, 2013
I concentrate on the strategic marketing communications element as part of the overall deliverable for OSP clients. In addition, I contribute to business development in the U.S. and customize a branding and marketing communications approach to ultimately generate demand, promote the brand, shorten sales cycles and increase revenue.
http://www.ospartnersllc.com
CRAWFORD & COMPANY, Atlanta, Georgia 2009-2012
The world's largest independent provider of claims management solutions to the risk management and insurance industry as
well as self-insured entities with annual consolidated revenues of $1.163 billion in 2013. (NYSE: CRDA & CRDB)
Director of Marketing, U.S. Property & Casualty, Atlanta, Georgia, 2009
Developed and executed integrated marketing communications for the $264M U.S. division, through online marketing, public relations, social media, thought leadership, white papers, email campaigns, advertising, and trade conferences. All promotional activity was directed to an internal sales unit that received new leads, then qualified, nurtured and disseminated those to a national sales force.
- MARKETING COMMUNICATIONS: Developed the new marketing function for a major unit of the company that had never utilized a dedicated team to focus on external marketing communications. Created budgets, service sector strategies and justified marketing executions where no history existed. Built ROI measurements to justify new expenditures.
- STRATEGIC POSITIONING & AWARENESS: Utilized online and print marketing campaigns to focus awareness on five key strategic service offerings that resulted in 10%+ open rates and 3% click-through rates that netted new leads and sales opportunities.
- SALES SUPPORT: Using internal technology portals, developed a product-based marketing repository of sales materials, presentations, collateral and selling guides to assist the sales force in cross-selling initiatives. Engaged our subject matter experts to help develop targeted marketing campaigns resulting in a multitude of new sales activity inside long term accounts.
- MARKET RESEARCH: Championed a new industry source for targeted company research and intelligence for our sales team. This new data and its analytical capabilities allowed us to address clients with information on their business to help engage the sale.
http://www.crawfordandcompany.com
CORELOGIC TELETRACK, INC., Norcross, Georgia 2000-2008
Analytical and technological data innovator specializing in non-traditional consumer credit information. Provides data, analytics and decisioning solutions for the specialty financial sector. Became an entity of CoreLogic in 2008. (NYSE: CLGX)
Vice President of Marketing, Norcross, Georgia, 2000
Orchestrated the corporate marketing strategy, brand transformation, emerging market development and online presence contributing to the progression, growth and profitability of the enterprise.
- BRAND EVOLUTION: Led the transformation of the brand, including the execution of a new corporate brand campaign, new logo and a redesign of all marketing communication vehicles. Redesigned corporate website using targeted SEO strategies and interactive content to focus the visitor. Utilized a consistent message to increase brand awareness across all markets. Maximized marketing spend in a cost-conscience environment by using targeted online marketing strategies and metrics.
- BUSINESS DEVELOPMENT: Researched and developed a new market for the company’s data, which resulted in a major increase in margins and a significant increase in overall corporate sales. Developed and executed marketing plans for six different verticals that required diverse marketing strategies and communication methods. Resulted in increased brand awareness, website traffic and new business development across all markets. Invited to present a seminar on non-traditional credit consumers at the National Collections & Credit Risk Risk Conference.
- PRODUCT INNOVATION: Instrumental in developing and bringing to market a new product utilizing public records in a direct marketing solution for lenders seeking new non-traditional credit consumers. Built the brand online and across all marketing communication channels.
- INTERNATIONAL EXPANSION: Developed and executed the marketing strategy for expansion into the UK market. Researched target industries and identified prospects. Executed marketing campaigns encompassing print, online, public relations, collateral and trade conferences. Within twelve months of launch in an untested market, four new clients came on board.
https://www.corelogic.com/industry/consumer-finance-solutions.aspx
CHOICEPOINT INC., Alpharetta, Georgia 1995-2000
Spun off from Equifax (NYSE: EFX) in 1997, ChoicePoint was a business and consumer information provider with annual sales of over $1 billion in 2007. (NYSE:CPS) Acquired in 2008 by Reed Elsevier, owner of LexisNexis. (NYSE: RUK& ENL)
Director of Corporate Marketing Communications, Alpharetta Georgia, 1999
Led the corporate marketing department operations, brand execution, creative and online marketing initiatives.
- TEAM BUILDING: Consolidated multiple regional marketing communications functions into a corporate marketing department. Successfully built an in-house agency competency and team to support the marketing needs of all business units, which resulted in a cost-effective and organizationally efficient marketing services support operation.
- BRAND EQUITY: Integrated and expanded the corporate brand image through all marketing communications media and materials resulting in a consistent and focused external marketing message which was key to building overall brand equity.
- DEMAND GENERATION: Championed and coordinated a comprehensive redesign of the corporate website into a product driven environment that resulted in a 700% increase of web-generated leads for vertical marketing activities and sales conversion.
Director of Marketing – Equifax Life & Health Division (PMI), Alpharetta, Georgia, 1996
- MARKETING STRATEGY: Developed a marketing plan for this new $6 million division. Coordinated customer focus groups by market segment that resulted in a significant redesign of several key products and an increase in sales by 45% within 12 months.
- PRODUCT DEVELOPMENT: Reintroduced to market a mature product, with $1M in annual sales, through focus groups, advertising and sales contests, which created a 14% increase in sales and increased margin from a loss to more than 15% within 14 months.
- CORPORATE BRANDING: Executed a corporate identity program after a $400 million spin-off that resulted in consistent brand identity across all departments and divisions. This built the base upon which future branding campaigns were developed.
Medical Product Director – Equifax Life & Health Division (PMI), Chicago, Illinois, 1995
- OPERATIONS: Directed regional operations and managed the P&L for a three state, six office territory, representing more than $3 million in annual revenue and more than 130 employees. Reduced operating costs by 16% within nine months and assembled a new, more professional local management structure, which positioned the offices for growth and increased margin.
https://risk.lexisnexis.com/
ASB MEDITEST, Framingham, Massachusetts 1988-1995
Medical information provider with annual sales of $90 million. Acquired in 1995 by Hooper Holmes, Inc., (AMEX:HH)
National Account Executive – Occupational Health Services, Milwaukee, Wisconsin, 1994
- BUSINESS DEVELOPMENT: Managed accounts and sold multiple service lines in a 12-state sales region representing $2.5 million in revenue. Expanded retail immunization revenue by more than $700K, or 40%, in 12 months. Exceeded annual sales goal by 50% through new sales representing $1.2 million in incremental revenue and 25 new accounts.
Director of Corporate Marketing, Framingham, Massachusetts, 1991
- MARKETING MANAGEMENT & STRATEGY: Established the mission and structure of a newly formed marketing department following a merger, which included budget administration, plan development, forecasting, graphic design capabilities and market research. Successfully relocated a four person department from Chicago to Boston while maintaining 100% capacity.