Coordinated and managed marketing efforts for brand and liaised with agencies, vendors, and contractors in developing and producing educational event promotion materials, outdoor advertising, below the line (BTL) advertising, and other marketing collateral. Structured and executed direct and indirect marketing and communication campaigns, developed and optimized $8 million annual marketing communication budget, led brand planning process.
- Provided leadership to communication team comprised of 7 supervisors and officers, cultivating environment of team spirit.
- Integrated product roadmap strategy, theme, and prioritization into communications calendar and translated new product value in overall company position in market.
- Led conceptualization and content development for annual appeal, managing entire production including budget, design, printing, data management, and direct mail process to reach approximately 200,000 consumers.
- Led branding campaign using creative, online, and offline media resulting in increased brand awareness and brand health which led to increased market share by 5%.
- Negotiated contracts with suppliers and media agencies resulting in improved terms as well as savings of up to $750,000 annually through 20% price reductions.