Grady College of Journalism and Mass Communication, University of Georgia

Marketing Strategist  -  Organizational Consultant  -  Certified Career Transition Coach

Contracts ranging from 1 to 10 months with project scopes typically requiring a combination of:

1) Consultative: Subject Matter Expertise 
2) Hands-on: Implementation Support 
3) Oversight: Stakeholder Alignment 

Highlights include:

Intercontinental Hotel Group (HotHouse) 
+ Integrated Campaign Planning
+ New hotel brand positioning and launch (Avid)

101 Solutions Consulting |  Technology & Strategy Consulting 
+ New business operations (RFI, RFP process optimizations) 

HealthStream | Healthcare Technology & Innovation
+ HCP Lifecycle Marketing Program 

Unisys (Wondersauce) | Enterprise Technology Solutions 
+ Full-funnel alignment of lifecycle marketing between Sales and Marketing
+ Sales Force Marketing and Sales Cloud integration  

Park Bank, TCF Credit Union (Adrenaline) | Financial Business Intelligence 
 + Piloted an intelligent analytics platform that unites branch, market, and customer data to inform financial clients of the high growth opportunities

Saltbox (early-stage start-up) | Growth Marketing | Lead Generation and Conversion
First marketing hire, coworking space for e-commerce entrepreneurs

Lina (early-stage start-up) | Growth Marketing | Data Strategy | Lead Scoring
A first-of-its-kind medical coworking company supporting the practice needs of independent health practitioners. 

FlyDelta (AKQA) | Insight Mining | User Experience Enhancements 
+ Streamlined the online booking and payment experience  
+ Launched Lyft rideshare partnership at Atlanta airport   

Kids II (Local Industries) | Digital Transformation
+ New operating model design during  significant leadership and culture change

MJM Collaborative Consulting, LLC

Independent Contractor | Customer & Business Strategy 

Spearheaded several initiatives at the intersection of product, marketing, research, and analytics:
 
+ Developed member education email and in-app content  during the acquisition and integration of Tile hardware into product offering 
+ Provided counsel on database management, maintenance, and accessibility to enable benchmark setting and ongoing cross-functional learning
+ Led planning and execution of qual and quant research studies to gain new insights on L360 users, non-users, and families 
+ Utilized research findings to inform and author new ‘circle-centered’ user personas as well as influence new product benefits and pricing tiers

Life360

Customer Strategy | User Research 

As part of Shiseido’s global digital transformation roadmap, nurturing a digital-first mindset across top-tier talent remains a priority. Managed three workstreams over the course of a year to support this goal:

+ Developed, facilitated, and socialized 3 online training courses across organization
+ Counseled Shiseido+ Digital Academy team on content and functionality optimizations to increase employee engagement 
+ Prepared presentation materials for quarterly global leadership meetings – focused on tech innovation in the beauty and retail space

Shiseido

Digital Transformation  

Pathbuilders is an Atlanta-based professional development company well known for its cross-company mentorship programs designed for high-potential female professionals at pivotal career stages.

Program Consultant (aka "Matchmaker") duties: 
+ Facilitated over 120 in-depth one-on-one interviews with mentor program nominees 
+ Translated my observations around their career progression, hurdles, and future goals into blind spots for the mentee to address with a seasoned executive mentor
+ Presented candidate summaries to the internal Pathbuilders team throughout a rigorous 2-week mentor-matching process
+ Served as a volunteer professional mentor in 2019 & and 2020 for the Achieva Program

PATHBUILDERS

Program Consultant & Mentor 

Duarte is an award-winning communication firm specializing in strategy, presentation development, design & coaching

+ Served as an on-demand contract facilitator over the course of 5 years (online and on-site) Average facilitator rating was 9.8 / 10 
+ Led full-day workshops ("Visual Storytelling") across US Fortune 500 companies including State Farm, Comcast, Apple, and Edward Jones  - groups ranging from 5-40 employees
+ Partnered with assigned sales lead to drive post-workshop calls with the organization's sponsor, identifying opportunities for additional training and coaching

Duarte, Inc.

Workshop Facilitator (Visual Story | Presentation Training)

+ In-person evening classes (3 hours / 1x per week)
+ Class size averaged about 20 students with a mix of recent college graduates, career changers, and entrepreneurs

General Assembly

Instructor | Digital Marketing Bootcamp   

Recruited to the Atlanta office to establish customer engagement practice—responsible for operations, designing ways of working, talent development and hiring, agency positioning, external partnerships, and senior strategic counsel.

Continued to serve as brand steward for IHG Rewards Club; now providing consistent on-site counsel to client leadership. Responsibilities grew to provide holistic strategic oversight on various brand-level integrated campaigns throughout the year - introducing new opportunities for personalization through intelligent use of data and technology.  (e.g., Holiday Inn, Crowne Plaza)

Ogilvy

Senior Engagement Strategy Director  

+ Responsible for promoting and embedding a data-driven approach to CRM and loyalty initiatives across the Ogilvy One client portfolio
+ Nurtured a team of 4-7 subject matter experts to strengthen their skills & and provide growth opportunities
+ Established and socialized a consistent playbook of templates, tools, and terminology to reduce ambiguity and create efficiencies across deliverables 
+ Created clear and thoughtful creative briefs that communicated audience segments, key messaging, marketing goals, and opportunities for customization 
+ Constructed various research initiatives from attitudinal studies to online surveys, providing insights for creative direction
 + Directed analytics leads on requirements for executive-level KPI dashboards that can quickly diagnose the health of business 
+ Oversaw integration with critical martech platforms that provide necessary capabilities to implement innovative thinking

Led strategic vision and operationalization of IHG Reward Clubs loyalty program for 5 consecutive years - using one-to-one channels to engage travelers along their journey.

+ Significant hands-on experience building onboarding, nurture, lapsed, and win-back communications across email, web, mobile, social, and in-hotel 
+ Partnered with analytics lead to build a predictive model that helped us identify members with the greatest potential LTV 
+ Early Engagement Program design for IHG Rewards Club was the recipient of both a 2016 ‘Strongview Elevate Award for Contextual Relevance’ & a DMA Echo Award
+ Scope of work included communication strategy across all audiences: corporate travel bookers and agents, event planners, franchisees, front desk staff,  brand champions, and partners 

Key Clients:
Intercontinental Hotel Group, Royal Caribbean, British Airways, Starbucks, Famous Footwear, Express, MyCokeRewards, Carhartt, Ikea, IBM, UPS, CORT Furniture, Huggies, Weight Watchers, Kay Jewelers, Tax Slayer, Wells Fargo, ETrade, Amex

Engagement Strategy Director

+ Provided client services team with regular training on the strategic connections of paid, owned, and earned media that drive personalized customer relationships 
+ Assumed complete ownership of all eCRM programs (a new area of expertise for iris NYC)

Infrastructure milestones: 
+ Oversaw massive migration of 15+ databases across Reckitt Benckiser’s (RB) global CPG portfolio, into Sales Force 
+ Partnered with SalesForce integration lead on data mapping and clean-up tasks 
+ Led the transition of email program management scope from the ATL office to NYC.
+ Hired and managed a team of two junior strategists  
+ Developed new automated journeys to reach specific audience segments - often related to an online behavior like incentive redemption

Email performance highlights over the course of 9 months: 

RB brand portfolio:
+ Drove a 25% increase in coupon redemptions by closely aligning social and email channels' content and incentives
+ Grew open rates by 3-7% with added rigor behind subject-line testing 
+ Reduced website bounce rate by an avg. of 12% by ensuring email calls to action were explicit and relevant to the landing destination
+ Specifically, reduced mobile bounce rates by 18% by ensuring mobile-ready destinations online

Rimmel: 
+ Strengthened email deliverability rate for Rimmel from 78% to 97% by implementing a double opt-in and subject-line testing 
+ Executed a successful reactivation campaign to purge inactive members and gain a true understanding of list size and quality 

+ Counseled Saks Fifth Avenue as they embarked on a full loyalty program revamp. SaksFirst launched in early 2013 – reflecting my recommendations around inclusivity and convenience (free shipping, no spending requirements)

Key Clients: Reckitt Benckiser CPG portfolio (Air Wick, Finish, Lysol, Woolite, Veet, Durex, Clearasil, K-Y, Frank's RedHot, French's Mustard) Rimmel (Beauty), Saks Fifth Avenue, Getty Images, Barclays

Iris Concise

CRM Strategy Director

+ Responsible for 40% organic revenue growth in my first year among existing J & J CPG clients by demonstrating the value of investing in customer engagement efforts aimed at reducing churn, winning back customers, and driving advocacy
+ Architected a 3-year roadmap for J & J CPG portfolio, showcasing vision for digital transformation and martech capabilities 
+ Coordinated regularly with the J & J Digital Center of Excellence to understand new technical or operational requirements impacting our project roadmaps 
+ Launched Healthy Essentials, the first J & J cross-portfolio loyalty program, with couponing and e-commerce capabilities 
+ Designed an education platform for Yervoy (immunotherapy Rx) HCPs and care units to address individual learning needs with personalized tools and resources
+ Optimized DTC subscription business models for Skype, Getty Images, Seamless Web, and Rogaine home delivery 
+ Invited by Sony client to join the global launch planning session at Lund, Sweden. Consulted on customer data requirements and onboarding experience for Sony Xperia Lounge. 
+ Developed digital trade show content for Oracle to promote a suite of new B2B applications
+ Played a critical role in responses to RFP’s, RFIs and most client-facing materials 
+ Introduced employee engagement tactics to drive agency understanding and appreciation of CX best practices and trends

Key clients: Johnson & Johnson CPG portfolio (Stayfree, Carefree, o.b., Lactaid, Splenda, Rogaine, Neosporin, Aveeno, Band-aid, Tylenol) Bristol Myers Squibb (YERVOY), GSK + Human Genome   (Benlysta), SONY Xperia, Seamless Web, Skype, Americans Elect, Oracle, Bottega Veneta, Benjamin Moore

Digitas North America

Customer Strategy Director

Human Genome Sciences (HGS) and GlaxoSmithKline (GSK) partnered in 2010 to launch Benlysta, the first new drug for lupus in more than 50 years.

Led the Benlysta pre-launch efforts with objectives to:
1) Raise disease state awareness 
2) Establish relationships with lupus patients who often feel unheard and unseen
3) Build an accessible community of patients and caregivers that is ready and eager for new treatment options 

+ In-depth qual research with patients and family members during 2 national Lupus Foundation of America events  
+ Research synthesis and creative briefing -- driving the UsInLupus campaign which includes personal stories about living with lupus, information about symptoms, and coping strategies for managing the disease.  
+ Campaign elements included DR print, website, call center, and paid search - launched in Oct/Nov 2010 - driving more than 15K sign ups in 2 months

EURO RSCG

Brand Strategy | Launch Team

+ Led HCP omnichannel strategy and tactical direction, including creation of digital personas to ground personal and non-personal engagement efforts
+ Launched  Patient CRM program for Aromasin (Pfizer | Oncology) with three distinct cadences to meet the patients where they were in their journey and increase treatment adherence
+ Coordinated the recruitment, onboarding, and retention of oncologist nurses to serve as patient support via a call center for Sutent (Pfizer | Oncology)

Grey Group

Senior Strategist (Pharma | Healthcare) 

+ Developed patient messaging and educational materials, sales force training resources, and product launch presentations
+ Led internal MLR review processes and worked with external partners to ensure timely and accurate preparation of digital programs
+ Managed pharmacy co-pay card programs from design to implementation
+ Conducted educational interviews with Pfizer’s compliance teams to inform payer marketing messaging
+ Developed and maintained brand.com websites, brand.com website traffic drivers, and select online platforms
+ Oversaw day-to-day projects to ensure all deliverables are completed within planned timelines and budgets
+ Responsible for training junior-level staff for advancement


Key Clients: Pfizer Oncology (Aromasin, Sutent) Bristol Myers Squibb  (Orencia), Glaxo Smith Kline (Benlysta, Flonase, Zyrtec)

Account Supervisor (Pharma | Healthcare) 

+ Led all direct mail and email communications driving Army and Reserve recruitment 
+ Built rigorous and complex testing matrices to gauge performance and variables for optimization
+ Presented and defended data analyses and corresponding insights to a cross-functional team of 65+ 

Key Client: US Army

McCann

Account Executive

+ Primary point of contact for all local area marketing requests 
+ Tracked success metrics and compiled insight reports for leadership 
+ Hired and trained a new coordinator

Fitzco

Assistant Account Executive

Key Clients: AmSouth Bank, Georgia Lottery, Coca Cola, UPS

Melissa Malcolm