Oana York

integrated marketing communications expert

FOCUS

With 12+ years experience managing brands and integrated marketing communication strategies delivered mostly digitally, I seek to put my mix of strategy and creativity to the purpose-full work of growing Shriners Hospital for Children's digital presence in Northern California and ensure those seeking care can easily find the top hospital in the region.

EDUCATION

Education
2006 - 2008

Master of Science, Integrated Marketing Communications

Golden Gate University

Gained an intimate understanding of all marketing areas, including direct marketing, advertising, sales, public relations, and a strategic approach to integrating them most efficiently and effectively. 

1997 - 2001

Bachelor of Science in Economics, focused on Sales & Commerce

Babes Bolyai University, Cluj-Napoca, Romania

Extensive economics studies, with a focus on sales, commerce and marketing. I gained a deep understanding of finance, accounting, business management and marketing. Final thesis: a business plan for an import-export company, including designing a website. 

1993 - 1997

Associate Programmer Degree

Tiberiu Popoviciu High School, Cluj-Napoca, Romania

Studied programming, specializing in database programming. For my graduating project, I created a database solution for a travel agency, with an interface both for the agent and the client, like an early Travelocity. 

EXPERIENCE

Work History
2010 - Present

Market Manager

VSP Global

Creative communication strategy for enterprise projects, with a flexible focus on different angles of engaging the provider audience (from direct to provider to provider-facing sales enablement tools). Since joining VSP I have:

  • Developed the core field marketing story for the company's largest cross line of business program, and rolled it out to our sales force through training and launch events, enabling an effective sales conversation and driving providers to join the program.
  • Evolved the development process of delivering sales tools via iPad folios integrate in the sales cycle and deliver a great sales user experience. 
  • Led diverse communication teams through developing and executing integrated communication strategy for key controversial initiatives.
  • Managed an internal change management campaign to help employees understand how their work connects to the future market strategy.
  • Launched the “Special Offers” for providers on VSPOnline, making easier for them to understand and access the offers available for their patients. The page boosted to top 10 most viewed in the first week.
2007 - Present

Strategic Marketing Consultant

Developing marketing strategies for small businesses, partnering with their teams in execution, focused on empowering to deliver long-term sustainability. A few of my accomplishments include:

Refreshed the communication channel mix and launched a customer referral campaign that increased new customers walking through the door by 20%.

Brand development and setting up the marketing infrastructure that resulted in the fast growth enabling the company to to expand quicker than expected.

2004 - 2010

Marketing Manager

Java City Coffee

Managed the branded, partially branded, and unbranded programs and created tools to increase revenue. During my time here, I:

  • Created, managed, and continually improved the bimonthly promotional program for over 500 accounts, generating an average of 15% incremental sales increase.
  • Managed the holiday merchandise program, from product sourcing to rolling out the program to over 1,500 wholesale accounts and 6,000 online customers via catalog, email campaigns and the website.
  • Led a brand redesign, refocusing the value proposition to what was relevant to the customer, developed the rollout plan and implemented it in over 1,000 locations. 
  • Pioneered the adoption of a cloud-based project management software that allowed the marketing team to create an effective workflow and collaborate seamlessly. 

2002 - 2004

Placement Specialist

Robert Half International

Managing print media ad placement and efficiently negotiating deadline and placement conflicts. 

2001 - 2002

Assistant Marketing Manager

AQ Technology, Cluj Napoca, Romania

By creating a comprehensive marketing plan for the company, obtained advertising funds from external partners and an EU grant. Managed the contracted advertising agency to execute the company’s print and outdoor advertising, developed collateral and trade show experience, and launched a new website to improve the user experience and functionality.