Resume


Ascension: Senior Director, Digital Strategy

St. Louis, Missouri, June 2015-present

Develop digital consumer marketing strategies for the largest non-profit health system in the U.S.

  • Lead a national team of digital strategists focused on user experience, social, SEO, SEM and reputation management
  • Collaborate with communicators and marketers across 130+ hospitals, clinics and offices to provide expert strategy for digital engagement
  • Create national policies and establish governance around use of digital and social media for 150,000+ employees and 200+ communications practitioners
  • Develop strategies for internal and external digital marketing projects such as: websites, social media, apps and more
  • Serve as expert adviser on digital content strategy and how to integrate digital tactics into existing PR, marketing, advocacy and internal communications efforts
  • Lead internal and external digital communications efforts with an emphasis on best practices in user experience, mobile, SEO and content

 

Mallinckrodt Pharmaceuticals: Manager, Web & Digital Media

St. Louis, Missouri, October 2012-May 2015
Develop strategy and oversee all corporate and commercial web projects for a global healthcare company. 

Integrated Digital Marketing Communications Strategy

  • Serve as trusted expert advisor to senior executive leaders on digital communications strategies
  • Navigate complex regulatory regulations to create compliant digital strategies with measurable objectives for corporate communications and branding
  • Launched the company’s initial social media presence on LinkedIn, YouTube and a corporate blog
  • Develop digital marketing strategies to attract customers (external) and inform global employees (internal) using tactics such as intranet sites, blogs, websites and social media
  • Advise business areas on digital best practices

Website Strategy

  • Managed launch of new corporate website in 2013, exceeding all key performance indicator targets such as page views, unique visitors and time spent on site by at least 50%
  • Managed launch of new corporate and product websites in 2015 – to go live in April 2015
  • Serve as strategist and advisor on all product website launches; project manage site launches; advise web team on issues and collaborate on resolutions
  • Use Google Analytics, Google Alerts, Cision and Radian6 platforms to monitor brand reputation
  • Advise internal teams and external vendors on Google AdWords and other pay-per-click (PPC) advertising campaigns

Writing and Content Development

  • Oversee and execute significant global employee communications campaigns online from conception to launch
  • Develop editorial calendars and strategic plans for online content marketing
  • Research and write online content for internal global audiences for online publications, video scripts, websites, CRM campaigns, webinars

Management

  • Directly supervised one employee

Reliv International: Digital Marketing Strategist

Chesterfield, Missouri, April 2010-October 2012
Collaborated with sales and marketing teams on marketing campaigns for a global healthy lifestyle company. 

Social Media, Web and SEO

  • Served as trusted expert advisor to senior executive leaders on social media and web strategies
  • Developed a social media strategy with measurable objectives to show impact on sales and determine ROI
  • Proposed blog strategy for Reliv, oversaw development of a blog and managed blog via WordPress dashboard
  • Worked with web team to revamp e-communications such as e-blasts, e-zines and CRM campaigns
  • Used unique content manager (CMS) to make updates to reliv.com
  • Increased brand awareness via social media; manage Reliv’s social media presence on 14 social media platforms including Twitter, Facebook, Google+, Pinterest, LinkedIn, Flickr, Picasa, SlideShare, Scribd., Issuu, YouTube and others
  • Measured impact of online campaigns using social media monitoring platform, Radian6

Writing and Content Development

  • Collaborated with team to develop brand standards for the company during a major rebranding effort
  • Developed editorial calendars and strategic plans for content marketing
  • Researched and wrote articles on nutrition science, fitness, supplements and healthy living
  • Served as Managing Editor and Writer for Lifestyle, a magazine for 60,000 Reliv distributors; Editor-in-Chief of Master Affiliate, a newsletter for 1,800 high-ranking Reliv distributors; wrote and edited articles for publications in 15 different countries including Mexico, Germany, United Kingdom, Australia, New Zealand, Philippines and others
  • Wrote for publications, brochures, blogs, voiceovers, CRM campaigns, webinars

Marketing Communications Strategy

  • Developed strategy for internal and external marketing projects such as: an award-winning newsletter redesign, the Reliv Blog, web portals, brochures
  • Collaborated with marketing and sales teams for a major national product launch; spearheaded a viral video campaign to create buzz around pre-launch, exceeding viewing goal by 50%
  • Successfully proposed, launched and oversaw a marketing intern program that resulted in cost savings and increased productivity
  • Successfully proposed an environmental initiative at Reliv and serve as head of the committee

Management

  • Directly supervised one employee

Led a social media task force of six


Marketing and Digital Strategy Consultant

St. Louis, Missouri, June 2008 – November 2013
Developed online image, brand and awareness strategy and tactics for a variety of corporate and nonprofit clients across multiple industries.


Crider Health Center: Manager, PR & Marketing

Wentzville, Missouri, May 2009-April 2010
Strategized, planned and oversaw public relations and marketing activities for a major regional healthcare organization.

  • Developed marketing strategy and managed public relations, garnering local media coverage for 100% of events
  • Created social media and e-communications development strategy; employed social media to expand awareness, resulting in a 150% increase in online interactions with constituents and donors via Facebook, LinkedIn and Twitte
  • Collaborated with web design firm to develop a new agency website with a budget <$4,000; managed site via WordPres
  • Fostered relationships with reporters and pitched stories to garner and monitor media attention; increased media coverage by 500%
  • Created development calendar for print and electronic communication
  • Developed messaging platform for the Building Hope Through Healing capital campaign; strategized core marketing approach, print advertisements, flyers, invitations and brochure
  • Published high-profile feature articles in publications including the Charles County Suburban Journals, stltoday.com, The Missourian, The Lincoln County Journal, Community News and other outlets

Archdiocese of St. Louis: Director of Marketing and Recruitment, Rosati-Kain High School

St. Louis, Missouri, May 2006-June 2009
Created a strategic marketing communications and recruitment plan for a Catholic high school in the Archdiocese of St. Louis.

  • Created an integrated marketing communications plan, including an internet marketing strategy, media outreach calendar and advertising campaign, resulting in a 19% increase in qualified applicants
  • Wrote copy for brochures, articles, print ads and web to engage donors, alumnae, current and prospective families
  • Spearheaded two redesigns of rosati-kain.org; wrote web copy; managed site via unique CMS
  • Collaborated with film editor to create a marketing film featured online and in presentations, with a $0 budget
  • Utilized SEO and social media strategies as part of an integrated marketing campaign targeting key audiences; increased ranking to first page of Google for targeted SEO keywords
  • Conducted focus groups and online marketing surveys to collect data about key stakeholders and audiences; analyzed data in order to drive communication strategy for measurable results; increased positive feedback on Visitor Program by 15%
  • Managed special events, including fundraisers; resulting in a 48% increase in profitability of annual golf tournament and meeting or exceeding all development and fundraising goals for special events
  • Pitched news releases, fostered relationships with reporters and pitched stories; increased media coverage by 54%

Other professional Experience

2000-2006

  • Law Office of Maryanne Newman and William Buchholz
  • Standing Partnership, Public Relations
  • City of St. Peters, Missouri, Media and Community Relations
  • Y98 FM, Marketing Promotions

Professional Affiliations & Volunteerism

  • International Association of Business Communicators, President-Elect (present), Board of Directors (2006-present), Webmaster (2014-present)
  • Headway Clubhouse Board of Directors (2010-2011)
  • Rosati-Kain Alumnae Association Board of Directors (2010-2011)
  • R-K Basketball Tournament of Champions, Chair (2005-2012)
  • Public Relations Society of America (2005-2007)

Software and Content Management Platform Expertise

  • Blogging: WordPress, Blogger, Tumblr
  • Social media: Twitter, Facebook, Google+, Pinterest, Instagram, Pinterest, LinkedIn, Flickr, Picasa, SlideShare, Scribd., Issuu, YouTube, Vimeo
  • Social media monitoring and measurement: Radian6, SocialMention, Google Alerts, Alterian, Engage121, HooteSuite, TweetDeck
  • Unique web content management systems (CMS); enterprise CMS, Ektron, SharePoint
  • Design: Adobe CS (PhotoShop, InDesign, Illustrator)
  • Constituent management databases: Raiser’s Edge, Sage

Honors & Awards
Personal:

  • 2014 Catalyst Award (Professional Honor)
  • 2013 St. Louis Business Journal’s “30 Under 30″ List (Professional Honor)
  • 2012 FOCUS St. Louis, Coro Women In Leadership Certificate, Class 58 (Leadership)
  • 2012 Bronze Quill, Award of Merit (Writing)
  • 2012 Bronze Quill, Award of Merit (Writing)
  • 2011 IABC President’s Award (Volunteerism and Leadership)
  • 2006 Webster School of Communications Award (Academic Excellence)
  • 2006 Webster University Five-Star Award for Excellence (Leadership)
  • 2005 Webster University Dean’s Award (Leadership)

As Part of a Team:

  • 2012 Bronze Quill, Award of Excellence (Publications)
  • 2012 Bronze Quill, Award of Merit (Special Events)
  • 2011 Bronze Quill, Award of Excellence (Copywriting)
  • 2011 Bronze Quill, Award of Merit (Copywriting)
  • 2011 American Inhouse Graphic Design Award “Lifestyle Magazine” (Copywriting)
  • 2012 Marcom Award, Platinum (Marketing Strategy)
  • 2012 Marcom Award, Gold (Marketing Strategy)

Education
Webster University, St. Louis, Missouri / BA in Public Relations + Minor in Journalism