Senior Vice President of Marketing
Girl Scouts of Minnesota and Wisconsin River Valleys, September 2013 to present
Responsible for membership recruitment, marketing, communications, brand management, and public relations activities for the Girl Scouts River Valleys council, one of the largest Girl Scout councils in the nation, serving 35,000 girls and 11,000 volunteers across 49 counties in Minnesota and Wisconsin. Promoted from Vice President of Marketing and Communications after 18 months; retained entire marketing and communications portfolio and added girl and volunteer recruitment responsibilities.
Develop and lead multichannel membership recruitment strategies across a 49-county region, including the seven-county Twin Cities metro area.
- In first year, recruitment strategies improved year-over-year conversion rates by 233%. In second year, increased leads by 50% and improved conversion rates by 87%.
- Member of cross-functional team leading systems and business-process changes to
implement a customer relationship management tool, Salesforce, in support of recruitment of girl members and volunteers.
Serve as lead marketing, communications, and brand strategist; drive membership, fundraising, and revenue growth through brand management, marketing, recruitment, communications, public relations, media relations, special events, and engagement strategies.
- Developed research-driven strategic plan for summer camp recruitment, including revision of program offerings, timing, price, and marketing strategies that halted two-year decline in registrations and increased revenue by 5% and number of camp days by 3% to date.
- Produced 100 communications pieces for 10 internal clients in FY14; increased social shares by 30% and post “likes” by 296%. Open rates for email communications increased by 5% and now exceed industry benchmarks.
- In first year of management of annual fundraising luncheon, sponsorship revenue
increased by 68% and number of at-event donations by 21%. In second year, support of event theme, program, and ask contributed to a 12% increase in individual gifts.
Lead in-house creative and membership recruitment teams to create and implement strategies and tactics on behalf of business partners; engage and collaborate with freelance and professional services to meet objectives.
- Analyzed printing costs and selected new vendors, resulting in a 30-40% year-over-year reduction in printing expenses.
Conduct ongoing primary and secondary market research to better understand audience needs and market competition; develop and test brand messages and marketing strategies.
- Led 2015 market research study and developed analysis, including recent membership and recruitment trends, recruitment strategies, prior research, original generational trends research, and member/volunteer data.
Member of the Executive Team and Leadership Team; work frequently with board members, national colleagues, and Girl Scouts of the USA executives.
- Member of a three-person task group charged with restructuring recruitment and
membership support functions to address declining new membership and retention. Model we developed and communicated was adopted in spring 2015.
- Member of the Girl Scouts of the USA Digital Services Strategy Committee and Council Communications Governance committee.
Serve as lead internal, public relations, and crisis communications manager.
Manage a professional staff of 14 and an expense budget of $400,000.
Associate Vice President of Marketing
Hamline University, July 2004 – August 2010
Created and executed marketing, communications, brand management, and public relations strategies in support of the enrollment, visibility, and communication objectives of the university and its schools.
Served as lead marketing and communications manager; worked with business units, leadership, and internal and external partners to develop strategic marketing and communications plans aligned with objectives.
Led multiple marketing, branding, and positioning campaigns to meet the enrollment objectives of multiple academic schools
- Campaigns resulted in increased inquiries, applications, and enrollment, including a 30-72% year-over-year increase in inquiries, graduate enrollment increases of up to 36%, and significant and sustained visibility for the university.
- The Hamline MBA program launch led to immediate growth in the program; it was third in 14 MBA programs in the Twin Cities in its first year.
Served as lead brand manager. Led the development and execution of comprehensive branding and identity program, including positioning platform, visual identity, and editorial and content direction.
Conducted ongoing primary and secondary market research to better understand market drivers and student needs; developed and tested brand messages and marketing strategies.
- Executed market capacity and branding study for new degree program.
Established and managed partnership with advertising agency; managed multi-year advertising campaigns, including outdoor, print, online, and social media.
Managed the university’s website, including architecture, interface, design, content, and optimization
- Led cross-functional teams in the comprehensive redesign in 2010.
Served as lead internal , public relations, and crisis communications manager.
Managed in-house professional creative staff of 15 and a budget of $1.75 million.
Executive Director of Marketing Communications
Hamline University, September 1999 – July 2004
Created and executed brand development, marketing, media relations, and communications strategies in support of the enrollment, fundraising, and external relations objectives of the university.
Led planning efforts for the university’s year-long 150th anniversary campaign, which successfully raised $100 million (of a $158 million campaign) and featured award-winning communications, special events, and multimedia
- Closing gala included a 40-minute live and multimedia stage program and raised $400,000.
- Activities were attended by 12,000 people and resulted in 35 major media placements, and a 26% increase in new donors.
Created funding case for the successful $10.5 million Klas Center capital campaign, an innovative new facility supporting academics, student life, and athletics.
Served as lead communications staff on multi-year brand development task force, frequently working with leadership and the Board of Trustees.
Served as public relations and strategic communications lead for the university; served as editor-in-chief of the alumni magazine; responsible for the university’s website; responsible for all internal and crisis communications.
Editor, Hamline Magazine and Writer/Editor of Electronic Media
September 1998-August 1999
Led comprehensive, successful redesign of quarterly alumni magazine, Hamline, (circulation 24,000) including magazine’s editorial focus, design, and format. As writer/editor of electronic media, was responsible for the university’s website and implemented its first redesign in 1999.
News Editor, Faribault Daily News
August 1997-August 1998
Responsible for story assignment, selection, layout, final editing and approval of daily newspaper (circulation 6,400), four days per week, as well as reporting and editing local news and features.
Journalist and Editor
Farmington Independent, Editor
Minnesota Women’s Press, Assistant Editor, Writer
Other Professional Experience
August 2010–August 2013
Worked with a variety of small business, nonprofit, and pro-bono clients to execute brand identity, marketing, communication, website development, social media, and content management strategies.
Co-owner of Hickory Lake Campground, an investment property near Aitkin, Minnesota. Renovated existing property, created business processes, developed training, hired summer staff, created legal cooperative structure.
- Public speaker, author, and organizer about women and heart disease
- Presenter and speaker about generations in the workplace and as volunteers
- American Heart Association Go Red for Women spokesperson (2015 national, 2013 Minnesota)
- Circle of Red (individual major gifts) and Go Red Open Your Heart Fundraising Chair, American Heart Association, Minnesota
- Committee member, Twin Cities in Motion Brand Strategy committee
- Committee member, Pollen Work Redux Planning committee
- Chair, Run with Heart Twin Cities Marathon charity team in 2013
- Planning committee, Minnesota DoGooders Club Content Conference in 2014
- Randolph Heights Elementary School PTA President, 2012-13; Randolph Heights Elementary School Silent Auction Chair, 2010, 2011; volunteer 2009-present
- March of Dimes Mission Family and speaker, 2004
- American Marketing Association
- Deloitte 100 Wise Women
- Minnesota Women in Communications
- Social Media Breakfast (SMBMSP)
- Author of My Life In Red, a heart-health awareness blog
- Co-author of Borealis, a personal lifestyle blog
- Contributing blogger and writer for Huffington Post, Project Eve, The Women’s Heart Health Foundation, MinnPost’s Blog Cabin Roundup, Minnesota Women’s Press, and guest blog posts
BA in English and Women’s Studies, Hamline University, summa cum laude
St. Catherine University Leadership Development Certificates, 2002, 2007