Marketing Communications Management

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Key Ingredients to a Great MarComm Strategy

1. Know your audience (Customer Personas defined)
2. Defined Unique Selling Proposition (USP) - Key messages and positioning
3. Brand Look and Feel - Refresh, Redesign, Reuse? 
4. Consistent Messaging and Communication flow
5. Establish the right Marketing Mix for your business goals to drive awareness and leads
6. Establish the Metrics/KPIs
7. Manage marketing leads and Customer data

Strategic Imperatives & Timing

• Strategy Plan (August/September)
• Operation Plan (October/November)
• Executional Roadmap, schedule and approved Budget defined (December)

Marketing & Communication Development Process  

1. Project Kick-off: Define objectives, KPIs, deadlines, key stakeholders, and other relevant information
2. Project documents approved
3. Resources are introduced and Project Brief is presented 
4. Development process begins (pre-creative or creative deliverables depending on project)
5. Initial core team review
6. First round of revisions from development resources (designer, developer, copywriter, etc)
7. Present revised deliverable(s)
8. In a highly regulated environment, marketing approved deliverable(s) would then be submitted for legal/regulatory review
9. Depending on the project, post-launch review of KPIs, process, etc for success or improvement
10. Feedback from sales, customer, data or analytics, etc

Whether it is internal teams, consultants, or outside agencies, I have worked and managed many resources to accomplish campaign or project objectives. I have also developed many relationships and networks of great talent in key MarCom disciplines within the Twin Cities area.

Managing a budget is critical to the success of a well-run Marketing Communications department. I believe in following a monthly process of reviewing actual spend for the previous month, comparing it to the approved budget to establish a variance, then forecast accordingly to ensure proper oversight is being met.