Summary

"Propelling Growth through Reality-Driven Strategy" Mary is an accomplished VP Marketing & Account Services leader with a proven track record of designing strategy that convert into meaningful, measurable results.  Her industry experience includes;  Health and Wellness, Employee Engagement, Consumer Loyalty, and Business Incentives.

She has a solid history of establishing relationships, building high performance teams and delivering value-added solutions in complex business environments. Adept in international expansion of business units across all regions (Americas, Europe, Asia Pacific).Mary has managed global account teams and worked with Fortune 500 clients including Best Buy, Boeing, British Airways, Delta Airlines, Sprint, Target, United Healthcare and Wells Fargo to help them drive their business forward for profitable growth.

Work History

Work History
2010 - Present

Vice President - Loyalty Management

OptumHealth

Direct the vision, strategy and design of OptumHealth's consumer loyalty and incentive solution. Lead the consumer marketing team in the design, development and implementation of consumer engagement plans for Fortune 500 companies’ health and wellness programs including, Best Buy, Boeing, Delta Airlines, Target, and United Healthcare.

  • Designed and implemented the My Rewards consumer loyalty program to promote health plan offerings and create relationships with consumers to take accountability for their health.
  • Developed new partner relationships and re-engineered price models to reduce program costs by 35% and increase revenue growth by 25%.
  • Collaborate with client executive teams and internal product leaders in the business planning of products and services placement.
  • Conduct competitive analysis and consumer usability studies to guide the direction for product strategy, design, and market placement.
  • Partner with Consumer Analytics team to conduct primary and secondary research for personalized, targeted consumer campaigns with an anticipated 25% increase in program activation: 
    •  Consumer focus groups and environmental audits to understand client's business culture
    •  Attitudinal predictive modeling to identify consumer segments based on their view towards managing their health
    •  Value opportunity predictive modeling to create marketing campaigns based on the anticipated cost savings for the client
  • Lead a consumer marketing team responsible for the development and quality execution of client's engagement plans including:
    • Onsite events across client locations
    • Promotion of self-service, digital tools to support consumers in managing their health goals
    • Development and execution of research-driven marketing campaigns based on the consumer's profile
  • Responsible for a marketing budget totaling $5+ million.  
2007 - 2010

Vice President, Marketing and Customer Relations

Hallmark Insights

A $100+ million subsidiary of Hallmark Cards, Inc., and a leader in providing business incentive solutions and personalized reward programs for more than 8,000 clients and over half of Fortune 100 companies.

Directed strategic development and implementation of Hallmark Insight’s vision, mission, and brand.Led team of 25 employees in marketing and customer relations functions including public relations, advertising, creative design, marketing services, partnership acquisition, product development, pricing, sales collateral, eMarketing, account management, and customer service.

  • Played a critical role on executive team to deliver 18% revenue growth (2009).
  • Developed and executed strategy and positioning for the Health and Wellness business, increasing revenue by more the 50% in 2009.
  • Crafted a public relations / media strategy using social media to promote brand and services including PRweb, Search Engine Marketing (SEM), Twitter, LinkedIn, and a corporate blog.
  • Re-engineered product development processes across all functional areas to improve efficiency and end-to-end management.
  • Developed and executed corporate global expansion plan, increasing anticipated global account revenue by 20%:
    • Sourced and negotiated partnerships in Europe and Asia.
    • Designed and executed financial models and pricing guides for products and services.
    • Developed advertising and marketing plans for global implementation.
  • Led planning, development, and implementation of new products and services with anticipated annual revenue of over 20%including:
    • Marketing Services for client programs
    • Integrated Reward Incentive System (IRIS®) for client program management
    • Valued Expressions and Memorable Expressions greeting card award incentives to capitalize on the strength of the Hallmark brand
    • Established the concept and associated organizational structure for strategic account management to support the growth of complex client accounts.
    • Led strategic development and implementation of client-focused initiatives to improve client service quality.Sourced and implemented RightNow Technologies® customer experience management software to provide one contact resolution; decreased annual call volume by 42% (2009).
2005 - 2007

General Manager, Sales and Marketing

VEE Corporation

A privately held, multi-million dollar company providing entertainment, promotion, and event marketing services to fortune 500 companies.

Directed the overall vision, strategy, and branding of the Business Services Division to increase market presence and grow sale revenue.Held P&L responsibility for over $2 million and managed seven employees.

  • Developed and executed sales and marketing plan to increase 2006 revenue by 10%.
  • Led re-design of website and marketing materials to increase visibility in the event marketing sector.
  • Designed and implemented an organizational framework to support and sustain defined revenue goals and business growth.
2004 - 2005

Regional Director, Midwest

Carlson Marketing

A global provider of incentive and loyalty marketing services for consumer, channel, and employee marketing, and a division of Carlson Companies, Inc.

Led $42 million division in sales of marketing services, client relationship management, measurement and analysis, performance improvement, and operational support programs for Fortune 500 companies including Northwest Airlines, Sprint, Kinkos / Federal Express, Sysco Foods, and Mary Kay Cosmetics. Collaborated with corporate executive team to create enterprise-wide strategies and plans for profitable growth including the design of a balanced scorecard.

  • Focused team strategies and plans to deliver $8 million in revenue growth(2005).
  • Exceeded 2004 $36 million gross profit target by 12%.
  • Assumed leadership of the Northwest Airlines account at a critical juncture.Turned account around and increased revenues by $500,000.
2000 - 2004

Global Director, Strategic Accounts

Carlson Marketing

Led strategic direction, growth and overall management of $20 million British Airways account.Owned global relationships at British Airways, including offices in Asia, North America, and the United Kingdom. Managed over 130 British Airways account team members in the creative, marketing, production, measurement and analysis, IT, operations, and customer service functions within a matrix environment.

  • Championed five six sigma projects with internal teams and British Airways clients to enhance business processes and increase customer satisfaction.
  • Conducted client satisfaction surveys through face-to-face interviews with a cross-section of British Airways clients resulting in 8.5 out of 10 client satisfaction score.
  • Received 2002 CMW Golden Rose Award for sales achievement and revenue growthduring “Lemons to Lemonade” campaign implemented to combat impact of non-traveling airline passengers in 2001.
  • Awarded CMW Ovation Award for exceeding sales targetsin 2003, 2002 and 2000 by over 15%.
1995 - 2000

Operations Director, Strategic Accounts

Carlson Marketing

Provided overall management and strategic direction for a team of 75+ employees in the functional areas of operations, customer service, and IT services for the British Airways account.

  • Grew account revenue from $9 million to $20 million in five years.
  • Collaborated with marketing, measurement and analysis teams to design and implement a customer value segmentation model to predict and target high-value members for increased marketing and sales efforts.
  • Created and implemented a global financial model to manage P&Ls across regions and reduced account operating costs by over 10%.

Education

Education

BA

University of Minnesota-Twin Cities

Executive Leadership Program

University of Minnesota - Carlson School of Management