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Click here or scroll down to respond to this candidateCandidate's Name
Street Address Great Pond Road, Lunenburg, MAPHONE NUMBER AVAILABLE / EMAIL AVAILABLESUMMARY AND PROFILEQualifications30 years marketing and management experience; proven marketing pioneer with consistent track record of delivering results through measurable marketing strategies.Expert in research and development of new degree and certificate programs, revenue opportunities within high growth areas while competitively differentiating new and existing products in a saturated marketplace.Excel in team leadership, cross functional collaboration, business and operations management; experienced managing admission, creative, web, digital marketing, communications and PR teams.Confident, self-motivated, extremely organized, work exceptionally well cross-functionally.PROFESSIONAL EXPERIENCEUniversity of Massachusetts Presidents Office [Boston, MA]Online division of the University supporting the advancement of online education.Chief Marketing Officer (CMO)2019 PresentSupport the CEOs vision of advancing online education by growing the Universitys enrollment, revenue, programs and strategic partnerships.Provide strategic partnerships for the University, onboard new divisions; oversee brand, market and public affairs initiatives for each new division/partnership.Responsible for market research, audience segmentation, competitive analysis, brand identity, co- branding, revenue projections, and go-to-market strategy for new division, UMass Global (formerly Brandman University); oversee UMass Global team brand licensing agreement post launch.Drive lead acquisition for campus online programs through digital marketing channels.Execute brand amplification campaigns within CTV-OLV, social media, organic and paid channels.System marketing account manager for UMass Presidents Office, Campuses, and Strategic Affiliates.New England Institute of Business [Boston, MA]Small, local online Business College focused on educating career professionals for more than 100 years.Chief Marketing Officer (CMO)2018 - 2019Joined small team to build a marketing, admission, corporate partnership team focused on driving leads, enrollments and revenues.Responsible for research, development and execution of strategic marketing plan to scale the organization by 20% YoY.Parent organization (ECA) closed its doors two weeks following my start date, however, supported NECB (now NEIB) through its transition to a self-funded organization.Southern New Hampshire University [Manchester, NH]Online University recognized as fastest growing and most innovative in the United States. Part of first 30 employees hired to start up its online division.Vice President, Marketing and Student Recruitment2015 2018Responsible for setting, executing and meeting revenue targets exceeding $500m with an annual marketing budget of over $100m.Managed broadcast annual buys with external partner for placements roughly totaling $55m.Nominated to year-long University Advancement initiative (20 chosen of 2200 staff)Managed the development of the most successful commercial in SNHUs history, Stand UpVice President, Graduate Marketing and Student Recruitment2014 - 2015Restructured department to align the business for key markets and verticals; resulted in alignment across the entire Universitys operational teams.Surpassed goals by 11% resulting in @500 students over plan and $10m additional LTV revenue.Responsible for marketing strategy to secure 10k+ starts for FY16; equivalent of $200m in (LTV) revenue to the online division with $60m annual marketing budget.Manage vertical market segment leaders and supporting marketing teams (digital/PPC, banners and retargeting, media: national cable and broadcast, PPL, website development and optimization, SEO, email, direct mail and creative services) to drive revenue goals.Redefined PPL vendor strategy to make $2.5m budget more efficient and effective lead channel.Women in Leadership panelist; 1 of 5 female executives on the University panel speaking to SNHU staff and students on leadership, career development and work/life balance.Associate Vice President, Graduate Marketing and Student Recruitment2012-2014Surpassed growth targets for MS segment three years running; achieved 130% lead and 122% YOY enrollment growth (averaging 1000 enrollments per term)Nominated and featured in the Universitys quarterly magazine, Insights in notable staff.Researched and launched MS in Data Analytics, MSM Healthcare Management, MS in Human Resources Management, MS in Management, MS in Psychology which represented the highest enrolled programs in the MS segment, and 50% of the graduate business segment.Managed paid search (PPC); realized 110% YOY growth in leads and 100% YOY growth enrollments while reducing or maintaining CPLs and CPEs. Established new protocols in communication, reporting and weekly/monthly/quarterly performance reviews.Proposed and awarded plan for bringing digital marketing in-house to better support growth goals and control marketing spend, result is shifting $2m annual agency fees to in-house team.Managed Society for Human Resource Management (SHRM), Project Management Institute (PMI), Professional Science Masters (PSM), and Berklee College Online partnerships.Provide ongoing training to admission team to ensure team is well armed to support prospects with current, accurate and timely information.University of Massachusetts [Shrewsbury, MA]Online education consortium of University of Massachusetts internationally recognized as a leader in the distance education and higher education industry.Associate Vice President, Marketing and Business Development2009-2012Developed a student acquisition strategy realizing $65m in revenue (>16%) and 51,097 in enrollments (>12%)Created and implemented One World Class marketing and branding campaign which earned the highest Award Distinction for 2011 Strategic Marketing by UPCEASecured first ever partnership with National Education Association (NEA), 3.2 million membersDevelop service level agreements, contracts and master agreements between UMass Online and all institutional partnerships (UMass, 10 local state colleges)Director of Marketing, Research and Customer Support2007-2009Implemented SEM and optimization strategy realizing 50,000 leads (25% YOY increase)Improved web portals with streamlined functionality, automation and SEO best practicesIndustry subject matter expert on online program marketing, social media strategies and search engine marketing and optimization. Speaker at conferences including EduWeb, New England Direct Marketing Association (DMA), UPCEA, and SloanDeveloped, managed and forecasted annual budget under budget year over yearSecured coverage in Arrive Magazine, Newsweek, USA Today, The Boston Phoenix, New York Times, Inside Higher Ed, Campus Technology, CNN.com, and Boston Business JournalPrevious Roles - 1992-2007:Workerbee Marketing 2003-2007 [Leominster, MA] Founded, owned and operated a full service marketing agency developed to service corporate learning. Self-employed during two pregnancies allowing the flexibility of scheduling while further advancing my career in marketing.Accela Communications, formerly ITworld.com an IDG Business Unit 2002-2003 [Southborough, MA 01772] Company provides web-based marketing solutions that accelerate the lead generation process driving sales and business growth for a wide range of channel partners and their customers. Assumed Senior Marketing Communications and PR Manager, a lower level marketing position with substantial growth potential within a startup division of IDG.The McGraw-Hill Companies 1999-2002 [Lexington, MA 02421] McGraw-Hill technology-based adult education division developed as a result of the acquisition of a UK-based e-learning software development organization offering more than 2500 e-learning products in more than 10 languages. McGraw-Hill recruited me back to Director of Marketing to build on the foundation I had started prior to my departure in 1998. Responsibilities included developing, executing and measuring the effectiveness of all marketing initiatives for the North American operation.Course Technology, a division of The Thomson Corporation 1998-1999 [Boston, MA 02210] Publisher of innovative texts and creative electronic learning solutions to help educators teach, students learn, and individuals expand their interest in and understanding of emergent and current technologies. As Senior Marketing Manager, I was the first member of a start-up team to develop a new corporate division responsible for developing B2B and B2C communications, sales collateral, advertising, sales tools and product packaging.McGraw-Hill Lifetime Learning, a division of The McGraw-Hill Companies 1996-1998 [Cambridge, MA 02138-1044] As Senior Marketing & Operations Manager, I was the first employee hired in the US to open the North American branch office for the multimillion dollar, Xebec Multi Media Ltd., based in Stroud, England with subsidiaries in Switzerland, France, Singapore, Australia, Germany and Italy. In July 1998, The McGraw-Hill Companies purchased Xebec and moved its headquarter location from Boston, MA to Columbus, OH.Catholic Memorial High School & Lower School 1994-1996 [West Roxbury, MA 02132] Private college preparatory school for young men in grades 7-12 conducted by the congregation of Christian Brothers. Director of Alumni & Development (Acting) 1995-1996; Assistant Director of Alumni & Development 1994-1996. Designed and executed annual fundraising campaigns to generate more than $600,000, the highest revenue generated at that time.The Citadel Group, Incorporated 1992-1994 [Arlington, MA 02174] Boston branch of graphic agency based in Washington D.C that offered creative services to marketing agencies. As Art Director, Account Executive, designed direct mail, corporate brochures, advertising and annual fundraising campaign materials for March of Dimes, Harvard Business School Publishing, Safeway Grocery and Epsilon.EDUCATION AND OTHERSChamplain College OnlineM.S. Law CandidateRegis College - Weston, MA) 1992B.A., Graphic Art / Art HistoryUPCEA Top Brand Award for Marketing Campaign One World ClassGEM Award (Going the Extra Mile) for recognition of outstanding customer service, teamwork, risk taking, above and beyond results, innovation and creativity |
