Mary Kathryn Tantum

• Independently introduced and managed a new digital marketing department for a global contract manufacturer & packager of consumer healthcare products.  Doubled the company's e-commerce revenue and oversaw over $1M in digital marketing budgets annually.

• Ran the entire e-commerce channel as well as all digital marketing activities for 4 large direct to consumer nutritional supplement brands including: Rainbow Light, Blessed Herbs, Iceland Health, and Champion Nutrition.  Planned and implemented digital marketing initiatives that aligned with overall business goals & strategic objectives of each brand. 

• For all 4 brands, coordinated all digital marketing activities including: market research and strategy development, marketing planning, digital media plan and buy, search engine optimization and PPC, and analytics and reporting for all digital initiatives.

• Managed 4 new e-commerce website build projects concurrently, all built on the ASPDOTNET Storefront platform, each from conception and wireframes all the way through execution and programming
• New site implementation resulted in 200% growth in the company's e-commerce revenue

• Lead digital marketing strategy consultant for a roster of Fortune 500 clients that includes: Con Edison, The Mayo Clinic, Sanofi Aventis, Merck, BD Medical, GlaxoSmithKline, & Memorial Sloan Kettering Cancer  

Example: For sanofi aventis corporate - researched competitive mobile trends, created framework for evaluating mobile opportunities, and developed an enterprise-wide mobile marketing strategy for sanofi's suite of brands

• Continually conduct digital trends research, manage our agency's Twitter feed on digital innovations, and author thought leadership papers for clients and internal groups

• Lead a team of analysts to measure and optimize digital marketing programs including mobile, community, websites, and eCRM 

Example: Led digital marketing strategy development for Amgen – recommendations included optimization of unbranded website, SEM campaign, and a redesign of brand site to better drive conversion.  New strategy implementation resulted in $2M incremental revenue to the client

• Build complex economic forecasting models (in Excel), designed to help clients forecast ROI for various digital initiatives, creating economic rationale to support strategic recommendations

• Lead primary qualitative and quantitative research initiatives--online and in-person. Conduct ethnographic research, focus groups, and IDI’s with physicians and patients, synthesize research results, and identify relevant consumer insights to inform digital strategy

• Lead new business pitch efforts from start to finish--includes drafting RFP response, pitch strategydevelopment and creative briefing, and client pitch presentation

• Served as project lead for numerous simultanenous digital marketing projects for pharmaceutical marketing clients in a variety of therapeutic areas. Managed projects including unbranded, patient education websites, full branded sites for FDA-approved Rx treatments for consumers and healthcare professionals, mobile applications, and social community development.  Project scopes from $250K-$2M

Example: Managed entirety of design, development, and build process for a new, interactive unbranded, patient education website www.CrohnsAndMe.com (a lead generation site for a new FDA-approved Crohn's disease Rx medication).  Upon FDA approval, managed the subsequent design and development for the branded product website, www.Cimzia.com, and oversaw CRM efforts to transition unbranded leads to branded product trial.

• Maintained client relationships from new project inception to launch, including initial project scoping and budget allocation, resource tracking through life of project, weekly internal and external project status reporting, and launch 

• Managed internal teams of designers, copywriters, and front-end and back-end developers, through entire website and mobile application development process, on a variety of complex, interactive projects

Example: Memorial Sloan-Kettering Cancer Center, led internal teams to help develop 6 new "Cancer Prediction Nomogram" tools.  Web-based applications which apply research-based algorithms to help predict a patient's likelihood for cancer recurrence.  Patients can input data from their physicians regarding their tumor type, size, and treatment, and the Nomogram applies the algorithm and outputs a personalized result.  

• Independently managed website design and development up to 4 simultaneous projects (approx. $250K each)
• Conducted sales pitch phone calls and coordinated RFP response presentations, led client presentations
• Scoped project budgets and oversaw entire website development process across technical, creative, and strategic teams while simultaneously managing client relationships and expectations

• Coursework in Entrepreneurship, Operations Management, and Econometrics, taught entirely in Spanish

• GPA: 3.65, cum laude
• Transferred after Hurricane Katrina in 2007
• Member of University of Richmond Spider debate team
• First place in "McKinsey Business Case Presentation Competition" in 2007

• Phi Beta Kappa Academic Honor Society
• Member of the Tulane Entrepreneurship Club
• Member of the Green Wave Debate Team

*Transferred due to Hurricane Katrina