Mary S.

Experience

• 

  Saint Paul RiverCentre

  Jan 1997 - Jan 2003

  Director of Marketing

  Directed strategic and tactical marketing plans that included brand positioning, communications planning, new product launch and sales collateral creation. Collaborated with public representatives and organizations; provided expertise on city-wide projects. Served as spokesperson. Reported to Executive Director and the RiverCentre Authority Board; directed a team of 2.ACHIEVEMENTS• Positioned the newly built convention center into a crowded marketplace and secured 40 bookings that generated $100 million in economic impact for the City of St. Paul.• Coordinated three Presidential visits. Liaised with national and local officials to manage event communications.• Originated new streams of marketing revenue by developing advertising opportunities that earned $100,000 in its first year.• Created national award-winning sales collateral: website, brochure and video.• Led planning of the convention center Grand Opening. Captured national and local media attention. Show less

• 

  Transforming Marketing Campaigns for Government, Education, Healthcare, Entertainment

  Jan 2004 - now

  Marketing / Communications / Brand Director or Manager

  ■ I’m a marketing innovator who develops results-driven campaigns with minimal resources, under intense scrutiny and within highly charged, political settings.■ A broad-based, hands-on marketing / communications futurist whose vision has led to notable successes in multiple industries. I'm a strategic thinker and an effective tactician.■ Hired, trained, mentored and managed marketing / communications teams.■ Creator of award-winning marketing / communications plans and campaigns.Open to Director or Senior Marketing / Communications Manager opportunities in government, education, healthcare, entertainment or meeting / convention industries. Show less

• 

  University of Minnesota

  Jan 2004 - Jan 2009

  Marketing / Communications Manager

  Responsible for integrated marketing strategies including brand positioning, communications planning, website development and sales collateral. Led or served on university committees with regional impact. Served as spokesperson. Reported to the Executive Director; managed team of 3.ACHIEVEMENTS• Crafted an integrated marketing campaign that drove sales up 60% for the U-Pass.• Launched a car-sharing program and led it to a utilization rate that was 15% above the department goal and 29% above industry average.• Restructured department website (www.pts.umn.edu) and made it customer-centric by cutting navigation time in half and adding user-desired features.• Averted a traffic nightmare after the 35W bridge collapse by forming and implementing, within 2 weeks, a multi-pronged communications campaign that gave people solutions for a major interruption to their normal travel patterns.• Transformed marketing publications into award-winners.• Built brand awareness by strengthening the department identity and creating a logo aligned to university standards.• Re-engineered marketing research. Broadened audience capture by 500%. Initiated, produced and conducted the department’s first ever multi-tiered transportation survey. Data was essential in planning for the TCF Bank Stadium and Central Corridor Light Rail projects. Show less

• 

  North Central Cleantech Open

  Jan 2010 - Jan 2011

  Project Manager / Event Planner

  Directed and planned the inaugural 2010 North Central Cleantech Open Gala and Expo. Handled all event logistics including venue and supplier selection, negotiation and communications; exhibitor coordination; AV production; and overall event management.

• 

  MNsure

  Jan 2011 - Jan 2014

  Marketing and Communications Director

  Recruited to establish marketing, communications, and outreach functions for the state health insurance marketplace. Built marketing foundation with market research, brand positioning and strategic planning. Delivered memorable statewide marketing campaign that exceeded enrollment goals by 65%, dropping the uninsured rate by 40% for Minnesotans. Responsible for integrated marketing strategies including communications planning, online marketing, search engine optimization, sales collateral and outreach. Collaborated with internal and external partners: the Governor’s office, state agencies, community health and service organizations, national colleagues and federal officials. Served as spokesperson. Reported to the Executive Director; hired, directed and supervised team of 14. ACHIEVEMENTS• Stood up a complete marketing, communications and outreach unit from ground level.• Developed an iconic marketing launch campaign that earned national attention and drove more than 8 million visits to the marketplace in the first 3 months. • Directed a digital marketing plan recognized and featured by Google as industry standard setting. After 4 months of execution, search engine optimization performed at a 10.47 click-thru rate, 326% over the industry average, while the CTR for online ads placed at twice the industry average.• Directed a social media strategy that was highlighted by federal officials as a leading “best practices” example. Presented plan to national marketplace colleagues.• Delivered an 85-piece outreach / sales collateral in 4 languages (English, Spanish, Hmong, Somali) in under 3 months.• Project managed the design and development of a pre-launch, marketing / communications website that simplified navigation pathways, streamlined content and introduced the MNsure brand. Transitioned site into an introductory portal for the marketplace. Led collaboration with business units and integrated processes with IT development groups. Show less

• 

  Hennepin County

  Mar 2015 - now

  Communications Manager

  Selected to build internal communications for IT operations that drives county business to optimal outcomes. Standardize process and content for greater impact and measurable results. Performed county’s first communications audit and created strategic plan endorsed by leadership. Develop tailored, audience-specific messaging. Invigorate and re-establish a battered department reputation into a positive one. Close collaboration with leadership, communication colleagues and business groups. Coach and support technology leaders. Show less