Integrated Marketing Communications

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A strategic and analytical mix of marketing disciplines designed to generate demand in a specific market. I believe in 5 Ps to Marketing:

1. Product
2. Price
3. Placement (or distribution)
4. Promotions
5. People

I have experience working in all 5 areas of this marketing matrix, but most relevant and important to me is the promotional aspect of Marketing. It starts with creating a consistent, clear, and engaging branded message that is positioned properly to drive the engine. 

The marketing mix will be slightly different based on company's goals and objectives. Here are critical disciplines for Marketing Communications:

One of the most impactful areas of integrated marketing communications and the "MarCom Wheel" is Digital Marketing. What I love about this discipline is the ability to analyze the effectiveness of campaigns and better yet, tie it directly to sales and the level of success a company is having. My digital marketing strengths are: 

• Search Engine Optimization
• Pay-per-Click display advertising (with geo-targeted and geo-fence campaigns)
• Website content development and management
• Web analytics and reporting
• Social Media marketing and paid social
• eMail Marketing and automation
• Segmentation and targeting
• Account-based Marketing (ABM)

Since 2005, I have worked with St. Jude Medical, Aerosim, Sunshine Heart and CHF Solutions that were in brand transition or void of any brand definition. I have helped these companies with the following: 

• Brand Definition
• Messaging and Positioning
• Visual Brand Identity
• Establishing Brand Guidelines and/or a Brand Marketing Playbook
• Visual brand execution through Marketing materials, web and PR

I have executed many different types of event-based marketing campaigns, tradeshow events, and internal meetings during my career including: the management of a $200,000 budget  tradeshow with many moving marketing elements, National Sales Meetings, or small regional events to name a few. I have done it all with conferences, tradeshows, and meetings. My capabilities include:

• Booth architecture and design
• Tradeshow planning and execution
• Video animation and graphics production
• Resource Planning and Management

Content Marketing is a key area of my capability and past experience. My entire career has focused on generating relevant marketing content that is timely and designed to move a customer through the process by engaging their mind then opening their wallet. In order to advertise and market a product or service, you need to engage the target audience with dynamic content to help drive the funnel. (Examples: video, infographics, downloads, compelling photography or images, and other relevant interactive content). Whether it is a customer presentation designed to produce a specific call-to-action or sending an email with a landing page designed to drive a conversion, a strong communication flow or engagement continuum is critical to the success of the campaign.

A critical performance indicator for any position I have held with respect to a project, campaign, or the overall performance of the marketing department has to do with demand generation and conversion. Month after month, consistently striving towards better conversion rates and web metrics for all KPIs within the REACH - ENGAGE - CONVERT funnel (Cost per Click, Cost Per Lead, and Cost per $) has been a passion of mine and way of proving the value of marketing.