Amy Goetz

Experience

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  Scott Sign Systems, Inc.

  Jul 1986 - Sept 1997

  Managing Director, Marketing

  • Managed a broad range of corporate sales and marketing functions including leading and motivating a 30 member team that included national sales executives, in-house customer service sales representatives, marketing communications and design professionals, and project estimators. Set a new corporate record for total sales for the company in 1996. Annually increased sales and loyalty incentives with customer-centric products for example, increased sales by $100,000 annually through an on-call production squad.• Responsibilities: strategic sales and marketing planning, incentive program development and implementation, market research, publications, advertising, promotion, employee evaluation and motivation, compensation, benefits, new product development and launch, budget management, recruitment, and training. • Represented the corporation at industry tradeshows, conventions and speaking opportunities.• Developed and managed the international distributor market strategy, logistics, and contracts. • Traveled internationally to develop loyal partnerships in Germany, Amsterdam, and Italy. • Partnered with R&D department to create products that meet the customer objectives.• Co-authored and communicated and launched the corporate mission and vision statement enlisting key staff and customers in identifying strengths, weaknesses, and direction. • Reduced operating costs while maintaining the integrity of the marketing programs and services.• Served as an active member of the Corporate Operating Committee and the Executive Committee of the Board of Directors. Show less

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  All Faiths Food Bank

  Sept 1996 - Feb 2000

  Executive Director

  •Served those in need by effectively managing all aspects of daily operations including marketing, fundraising, public relations, and development for a tri-county non-profit food distribution program.•100% increase in contributions to expand the distribution network from serving 30,000 meals per month to serving 100,000 meals per month. •Elected twice to serve on the Board and Executive Board of the Florida Association of Food Banks.•Partnered with top state political leaders, including then Governor Jeb Bush, to implement change in traditional state-sponsored food distribution practices.•Developed and directed marketing campaigns while partnering with local news, radio, and print leaders to reach all venues of potential donors. •Developed a public speaking outreach program for diverse community organizations. •Implemented Hunger 101 in public schools to educate students as to the needs of those who are hungry in the United States and their communities.•Selected to introduce the keynote speaker, The Secretary of Agriculture for the United States of America, Dan Glickman, at the Share Our Strength National Convention in Washington DC, 1999.•Reviewed salary ranges, team environment, and work incentives to reduce turnover in key positions and implemented a cross–training program to build respect and mutual appreciation within the team.•Developed a comprehensive approach to motivating an active volunteer base of over 200 people.•Created a prepared food rescue initiative “Community Harvest”. Worked with corporate leaders and legal counsel to resolve liability issues, which resulted in rescuing over 100k pounds of quality deli style food from major super-market chains, to be re-dressed for hot meal programs. Show less

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  Virginia Military Institute

  Nov 2005 - May 2015

  Associate Director, Communications and Marketing

  Responsible for the multi-layered launch of a strategic marketing campaign, the first for the Institute. Directed the growth of a thriving social media presence. Served as the creative marketing director for digital, print, video and social media assets for the superintendent, Institute, and the VMI Alumni Agencies.Charged with increasing recruiting metrics for the total inquiry pool, female candidates, and STEM majors. Appointed as the Superintendent’s communications representative on the Emergency Operations Council. Experience in both real and exercise crisis communications events. Charged with building a cohesive marketing direction for the Institute, the VMI Foundation, the VMI Alumni Association, and the VMI Keydet club. Protector of the brand of VMI. Responsible for all metrics and budgeting for VMI marketing efforts.KEY ACCOMPLISHMENTS:• Launched a marketing campaign with a 57% initial increase in inquiries and a 73% overall increase.• Achieved a 43% increase in inquiries over a five-year period.• ROI for the strategic marketing plan by achieving a 100% increase in female early decision applicants and a 46% increase in all female applicants since 2006.• Co-developed the new brand and tagline “Don’t do ordinary”.• Directed the launch of a new logo, brand and identity standards for NCAA Athletics. • Awarded the Institute’s Achievement Medal in 2005 and 2009.• Trusted advisor to the superintendent, members of the board of visitors, alumni agency leaders, and the campaign cabinet.• Implemented a social media campaign with a 900% increase in followers reaching 35,000 on a single post and regularly breaking the 500 mark with shares/engagement.• Saved more than $150,000 in one annual cycle by bringing the administration and creative direction in-house for more than 30 Nation-wide New Cadet Recruiting Receptions, increasing attendance by 26%. Increased applications garnered from the NCR events. Show less

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  West Virginia School of Osteopathic Medicine

  May 2015 - Jan 2018

  Director of Marketing and Public Relations

  As a member of the president’s executive team, provides counsel to the president and other senior leaders regarding communications strategy and reputation fortification. Maximizes marketing and communication assets for advancement, engagement, research, and recruiting programs. Serves as the chief spokesperson regarding issues management. Advises the executive leadership team on media relations issues.Directs, mentors and motivates a talented creative team in digital marketing, design services, media relations, crisis communications, magazine production, community outreach, editorial services, photography, video production and social media marketing to develop content that encourages greater brand alignment and ownership from key WVSOM audiences.KEY ACCOMPLISHMENTS:• Personally directed the concept design for the admissions viewbook, which was recognized as the number one viewbook in the nation among peer institutions• Reorganized the marketing and communications department for more efficient workflow and accountability.• Developed the foundational framework for a comprehensive communications and marketing plan, optimizing the appropriate available platforms to connect with target audiences.• Repositioned the organization through the redesign of digital and tangible assets.• Developed structure for the editorial timeline for the magazine and annual report serving as managing editor of the WVSOM Magazine.Elected as chair of the national advisory council for marketing and communications for the American Association of Colleges of Osteopathic Medicine. Show less

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  VMI Alumni Agencies

  Jan 2018 - now

  Chief Communications Officer

  Senior communications officer with management and oversight responsibility for Virginia Military Institute (VMI) Alumni Agency staff/teams, focusing on developing content (print, digital and multimedia) that supports the Communication Plan for the VMI Alumni Agencies.The Chief Communications Officer • Is a member of the senior team, reporting to the Chief Executive Officer, serving as technical advisor and leading the development of integrated marketing strategies• Organizes and coordinates the design, branding, quality assurance and delivery modes of all strategic communications, including but not limited to publications, websites, advertising and multimedia • Manages a designated team developed from three organizations in order to synchronize the design, messaging and timing of communicationsEssential Duties and Responsibilities:• Develops a robust marketing communications plan• Encourages collaboration from three organizations and the Institute to ensure proper integration of branding and messaging platforms• Leads website design and development efforts for VMI alumni agencies including providing top-level guidance on technology, trends, user experience, accessibility and usability• Serves as a communications liaison to VMI for the purpose of providing comprehensive cohesion and synchronization across communication teams• Proven leadership skills in managing a team with diverse talents and expertise; capacity to lead staff with inspiration and encouragement; ability to transmit passion to and through others• Ability to deal effectively, diplomatically, honestly, and sensitively with all levels of management and staffThe Chief Communications Officer is a collaborative, articulate, creative and experienced professional who demonstrates the ability to organize diverse constituents toward the common goal of advancing the VMI Alumni Agencies mission by promoting its brand and raising its profile. Show less