Download PDF

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 experience

2010Present

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.  
20072010

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).
20052007

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.
20042005

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.
20002004

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%.
19952000

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%.

References

Nick Balestino

“I worked with Mary for over two years and I am a fan for life. Mary is a true leader - offering vision, strategy and results while providing mentorship and promoting personal development for all. Mary leads by example, pushes for results and earns the respect of colleagues, business partners and industry veterans alike. Perhaps my favorite aspect of working with Mary is that she is a leader who extends and receives trust, makes those around her better and, most importantly, is committed to driving success while having fun.”

Ross Freedman

“I have the great fortune of working with Mary in our respective roles at Springbok and Hallmark Insights. Mary is a strong negotiator, but fair in her approach to solidifying the best outcomes for both parties. In her position, I consider Mary is a true visionary; constructing new, complex initiatives that drive top-line growth for her organization. After working with Mary on multiple projects, it is obvious that the team Mary manages has deep respect and loyalty towards her. I look forward to working with Mary in the future.”

Jackie McCuskey

JACKIE MCCUSKEY

“Mary is a rare combination of brilliant marketer and inclusive leader. Having worked with her at two different organizations Mary provides excellent strategic insight, seeks new and different approaches , challenges the status quo and is both a doer and thinker. Above all, people admire her spirit and positive attitude. She inspires collaboration and a sense of belonging with those she manages. I highly recommend Mary for both her marketing and loyalty prowess as well as her ability to build cross functional relationships and lead through challenging times.” 

Elizabeth Weisser

“When working with Mary, you work with a dynamic leader and someone who truly understands the meaning of partnership and collaboration. Mary has the keen ability to understand a business (in our case, the British Airways business) and instill a sense of ownership, innovation, and enthusiasm in the diverse teams she leads (Account Services, Customer Services, Operations, IT, and Analytics). The end result is her ability to conceptualize and implement differentiating marketing strategies that achieve bottom-line results year after year.” 

Dick Dunn

“I had the opportunity to work with Mary a number of times while we were both at Carlson Marketing. Mary assisted my team on a number of successful new business pursuits. And we were part of the Loyalty Division Management Team when Mary headed up the key British Airways account. Mary's co-workers and clients respected her for her thought leadership, and her team leadership skills. Clients and co-workers relied on her, and she always delivered. Always the client's internal advocate at Carlson, her teams responded to her collaborative style, and produced great work. I'd welcome the opportunity to work with her again.”

Portfolio Extracts

Education

BA

University of Minnesota-Twin Cities

Executive Leadership Program

University of Minnesota - Carlson School of Management