Susyn Conway
Exceptional Marketing Professional
with extensive strategy, planning and business development experience
2109 Lirio Court, Reston VA 20191 - - [Send email to request phone number] 58.0050
Career Highlights:
-10 years in marketing strategy, product and services planning, corporate
communications.
-10 years of expert practitioner experience in all facets of marketing,
communications, PR.
-Graduate of Social Media Magic’s online university, a paid course taught by
social media experts.
-Current member of Digital Marketing Group on LinkedIn, eMarketing Association
Network.
Skills:
A proven talent for imbuing ventures with innovative ideas and high level of
productivity.
An astute communications strategist: messaging, positioning, integrated programs
and ROI.
An exceptional writer with commendations for these talents from every position.
A PR veteran consistently forging productive relationships with editors,
analysts, influencers, associations.
Well-honed skills in both traditional and online marketing; current in online
trends.
A planner, coordinator of events, meetings, seminars, webinars, trade shows,
internal events, user groups.
A seasoned project manager with capabilities in multi-tasking.
A builder of productive thought leader and speaker programs at several
companies.
Expertise in market research for actionable insights, target messaging, audience
segmentation, motivations.
Flexible, dynamic, a capable team leader and collaborator with high standards of
individual achievement.
Summary:
Marketing planning and strategy:
My competence ranges from an expert strategist and planner to very hands-on
execution. I have written comprehensive marketing plans with detailed tactics by
audience, market, product segment and tracked campaigns for ROI. I have advanced
project management skills that meet on-time delivery demand, orchestrating input
from any number of points, building consensus among stakeholders. I capably plan
and implement research for insights critical to attaining marketing objectives,
and for audience segmentation that identifies motivations.
Communications management:
I have done research with clients, customers, partners, media, analysts, members
and other audiences to develop targeted messaging. As a practiced creative
director I have managed the production of persuasive campaigns, online and
offline. I have written content and produced materials, programs for every media
now available: print, broadcast, video, multimedia, digital, events. I have
directed the efforts of external vendors, hired and motivated internal teams. I
have provided effective communications and brand management with widely
distributed companies, including international.
Workplace style:
My roles have typically included image, industry and prospect visibility,
conducting the communications activities?with the vision to create new
opportunities for business advantage. I am a strong contributor with an
entrepreneurial level of drive and ingenuity combined with insightful business
acumen. I provide advice and leadership to management while working competently
with internal and external resources.
Work Experience:
Communications Consultant Sample clients: 2008-present
Diamond Mind Services: A payment solutions provider (credit cards) for schools,
government, business
-Created content for new campaigns highly praised by partners such as
MasterCard.
-Developed online/offline customer satisfaction survey; results exceeded 30% in
customer response.
-Wrote, managed design of online customer newsletters that substantially raised
the product quality.
Everest: Integrated business management software and services
-Created online campaign “hot buttons * for a variety of verticals that
increased click-through.
-Employee and customer electronic newsletters were deemed “historically the best
* by top management.
-Recommended significant changes in the website to optimize traffic management
at the home page.
-Energized company’s PR efforts with custom database of editorial contacts,
follow-up that increased visibility.
-Designed campaigns for first user conference that by far exceeded attendee
expectations.
Cigital, Inc. Director of Marketing
Enterprise Consulting Services, Fortune 500 and Government 2006-2008
-Created a strategic marketing plan for this consulting company mapping out
tactics by vertical segments.
-Improved sales approach with better tools, case studies reflecting real
prospect issues.
-Implemented new resource for average 100 qualified leads per month at fraction
of previous CPL; negotiated
20% discount off quoted price.
-Conducted customer research for invaluable insights: messaging, positioning,
motivations, site content.
-Initiated, orchestrated and managed company blog, editing all content
submissions.
-Orchestrated monthly and quarterly employee meetings among all locations.
-Wrote a new website from the user perspective approved by the CEO with no
strategy or content changes.
-Increased footprint of speaker/thought leadership program to valuable audiences
with aggressive solicitation.
Marketing Consultant Sample clients: 2002-2006
Genetics Institute: health care services, reproductive services, bioengineering
-Produced all programs for four lab facilities, worldwide sales.
-Created new, more productive programs for different market segments including
supply (donor recruiting), demand (physicians, facilities, patient communities),
ancillary services for institutions (Mayo Clinic.)
-Streamlined the online applications processes; raised the number of donors in
the pipeline by at least 300%.
-Redesigned several sites from the user perspective, thereby improving usability
for each audience.
-Raised the response to the annual patient and physician surveys by over 100%
each with the right motivation.
-Proposed new, innovative ‘out of the box’ marketing ideas to targeted
audiences.
-Offered the position of marketing director for the entire institute.
Marketing Services for Global Brands/Pharmaceuticals:
-Conducted assessment of top pharma sites to enable more targeted presentations,
shorten sales cycle.
-Wrote, produced all collateral with compelling messages to reflect new
branding.
-Repackaged Web presence to support new products, services, specific market
segments.
-Selected and managed PR resources to facilitate, improved media follow-up and
created new PR processes.
-Orchestrated custom seminars with top Forrester research expert at no cost to
the client (a $25K value.)
-Provided the sales team with weekly prospect and target market information to
facilitate immediate contact.
Online publisher: economic and geo-political information for niche audiences
including government
-Created targeted communications plans for special audience segments and teed-up
product launches.
-Produced successful PR events that garnered coverage, visibility.
-Researched markets to support product development, disseminated competitive and
opportunity information.
-Developed content, managed design for online marketing campaigns that increased
sales.
ReturnBuy Director of Marketing Internet Services for Business 2000-2002
-Created dynamic company image in the marketplace, developed brand, branding.
-Produced highly effective direct response programs that generated sales
meetings, closed business.
-Launched PR programs that resulted in excellent coverage in business, trade
publications.
-Researched, wrote 2 websites highly praised by CEO, “this content is so good we
should charge for it. *
-Wrote white paper that received 3rd party analyst endorsement.
-Company was sold.
Marketing Consultant Sample clients: 1997-2000
Ericsson: mobile messaging products
-Designed complex, worldwide intranet for the messaging division working with
multiple functions,
departments, divisions, agendas.
-Functioned as division liaison to global Internet group, meetings in Stockholm,
for cross-site visual cohesion.
-Worked with development group in Dallas for site planning, pricing, all
pre-launch design activities.
-Produced more culturally relevant collateral for different global markets.
Bell Atlantic:
-Competitive analyses, website strategies, Internet best practices for top 20%
of consumers division.
America Online Director, Corporate Communications, Research and 1989-1996
Redgate Communications Project Director, International Team Leader - Acquired by
AOL
AOL
-Developed all research projects providing actionable insights to new business
development, channel managers.
At AOL we invented datamining.
-Produced multimedia and presentations for the president and the chairman.
-Created and implemented the first company-wide employee survey which became an
annual project.
-Proposed the first member retention program with a detailed plan, including
churn analysis.
-Participant in the first member segmentation study, identifying the most
profitable customers by online behavior.
-Tapped to plan the company’s first intranet, extending the brand internally and
to facilitate employee services.
-Produced the first sales kits for National Accounts, to facilitate the sales
process, effectively promoting AOL
environment to prospects, agencies, advertisers, e-commerce partners,
investors.
Redgate Communications, New Media Marketing Agency
-Recruited to this fast-moving, high-energy new media consultancy of visionary
Ted Leonsis to conduct projects
for Fortune 500 companies and international leaders.
-Coordinated project design, planning, implementation: Vero Beach, Boston, San
Francisco, Paris. Examples:
Cooperative Healthcare Network: Wrote a marketing proposal for one of the first
planned healthcare electronic payments networks. Ted Leonsis, CEO of Redgate,
“This is the best proposal in the history of Redgate! *
Olivetti * Developed an interactive concept for European markets; audience
research in Paris. Produced a prototype, identified likely partners.
Motoro |
