Barbara Hansen is experienced in digital marketing strategy, operations and management....
Barbara Hansen Denver Colorado | 303.947.8504 |
[email protected] Drove a record-breaking campaign improvement process that led to an increase in sales ready leads of 20% Won two prestigious top-performers awards – Improved colleague engagement from 65% to 95% Invented and implemented a process for international digital marketing campaigns that reduced go-to-market by 400%
Summary Experienced in digital marketing strategy, operations and management (strategic planning, project management, budget creation and management, operational marketing planning, campaign development, analytics, SEO/SEM/PPC, social media, webinars/online events, lead and demand generation), highly skilled at growing and managing internal and vendor teams (co-sourcing, on-shore, near-shore and offshore), multiple projects and deadlines, and comfortable working across multiple departments in large matrix and start-up organizations. Strong hands-on “get it done” coding skills for all digital marketing tactics – I can execute while building a strategy and a team.
Skills and Abilities Digital Marketing /E-commerce Strategies
Social Media, ESN, CRM
Hubspot / Eloqua / Salesforce
Web Production Management
Web Analytics, Reporting
Budget, ROI and P&L Responsibility
Measurable Demand Creation
Online Events, Brand Awareness
B2B / B2P / B2C
Project Management / Requirements Development
Strategic Alliances, Joint Ventures and Partnerships
Digital Marketing Process Development and Management
Selected Projects and Achievements Honored as one of the top 40 managers at IHS, leading international business intelligence firm, with over 8000 employees and received two Circle of Excellence Awards for providing extraordinary shareholder value. Lead the team that transitioned the Gaiam, (a leading producer and marketer of lifestyle media and fitness accessories) print catalogue to an online version. Created project management, QA and release processes for a large international business intelligence firm which resulted in 98% successful on-time digital marketing campaign launch process. Created social media marketing programs and executive over-sight teams. Created and project managed the launch of a business processes that allowed non-technical marketing staff to create complex marketing programs without technical assistance reducing time-to-market and created future-proofed business process that reduced time-to-market by 400%. Created (client requirements, outcome requirements, product and project management) digital marketing sponsored program process that lead to $225M in revenue. Project managed the launch of e-health consumer Web site that sold for $15M after 18 months; responsibilities included the content plan, information architecture, sales and marketing plan, design and usability planning, community development, SEO, SEM development, management of ad agency and supervision of 8 writer FTE’s and 10 physicians on the Medical Review Board so they all felt like partners not just content providers. Consulted with a large international software firm to align their international shopping experience by country and increasing profit by $45M through reducing shopping cart abandonment by 8.5%. Secured over $40M in revenue in 12 months by instituting project management processes in web production team which improved production from 45% to 98%. Established digital marketing content governance standards for one of the first e-health companies and developed the product plan and digital marketing content for the first on-line smoking cessation educational program for an international pharmaceutical firm.
Experience SR. MANAGER, DIGITAL MARKETING STRATEGY / SENIOR PUBLISHER | IHS | 2009 - 2014 As Sr. Manager Digital Marketing Strategy / Senior Publisher at IHS.com, I was responsible for managing the team that produced and managed the web sites that supported the global e-marketing efforts at IHS, also product development for digital marketing software, change management and digital marketing operational process improvements. We supplied strategic consultation and supported all digital demand gen and marketing implementation and improvement strategies for a worldwide marketing team for IHS. I established the IHS Social Media executive oversight team that developed into the Social Media Marketing Department. I increased the colleague engagement score in my team from 65% prior to my hiring to 95% in two years. DIGITAL MARKETING DEPLOYMENT AND STRATEGY EXECUTIVE | 2002 – 2009 As a digital marketing lead, I worked for various start-up firms working with the same leadership team (CEO and CTO) across all engagements listed below. I provided marketing plan development, marketing operations analysis and implementation, content/editorial development, production process development and implementation, staffing plans, training and documentation, implementation and operationalization of CRM, analytics, demand generation and digital product development. I worked closely with executive and sales teams on SOWs, RFPs, pre-sales client engagement process and sales engagement. Specifics on major consulting engagements listed below: Interactive Product Development and Project Management | 2006 – 2009 | Project management of the launch of professional and consumer healthcare, and clinical trial recruiting digital properties, MTM web sites and software products. VP Marketing Content and Production | Axirim Corp | 2007 – 2008 | Established editorial policies, production processes, information architecture, product launch marketing and sales collateral for all of Axirim's products digital marketing suite for Community Pharmacist. Interactive Product Development and Marketing Consultant | MIRIXA Corporation | 2007 | Developed all product requirements including required software and technology needs, CMS requirements, and digital/ecommerce marketing programs for products, advertising models, and staffing needs including hiring key executive staff members. Managing Director, Digital Marketing | Revolution Health Group | 2005 – 2006 | Managed a team of 40 internal and external staff (with annual budget of 1.75M) in the content and news team for Revolution Health Group. Provided early stage digital product team management, including staffing models, hiring key staff, developing editorial process and content model documents. Worked closely with development and product teams to provide key lessons to departments on proper engagement of online customers. Vice President of Content and Marketing Operations | myDNA | 2004 – 2005 | Provided an early stage underfunded start-up with information architecture planning, content publishing, content management system requirements, editorial plans, SEO and guerilla marketing plans and staffing models for medical, news and community teams. I managed a 12 member medical review board. myDNA was acquired by Revolution Health Care as the platform for their health portal. Director of Product Development | Hi-Privacy Networks| 2002 – 2004 | Lead product development staff involved in all aspects of the creation of a proprietary content management system based on an open source CMS program, including writing marketing materials, user stories and requirements documents. Hi-Privacy Networks built the platform for myDNA. SENIOR CONSULTANT /MARKETING | FIRST CONSULTING GROUP | 2000 –2002 Responsible for e-health and online consulting for First Consulting Group (FCG) including: working with the Blue Cross Blue Shield Association on developing an online intranet for state members, providing start-up consulting for NexxtHealth (the Empire BCBS's online solution for member companies), working with Clarion Health Systems in Indianapolis during the development of their Clarion HealthCard a point of service member card, providing editorial and usability guidelines for the Robert Wood Johnson Foundation's Intranet. EXECUTIVE DIRECTOR | DRKOOP.COM | 1998 - 2000 I managed a team of 105 staff in the content, community, graphics and news department for drkoop.com. Built editorial guidelines and process, built intra-team management systems to ensure transfer of best practices and reduce employee turnover. Developed a process where producers owned their specific products and were empowered to interact with other teams to ensure their product best suited the needs of site visitors and drove maximum value for the company. Lead the product development process to create new products for the sales team. I worked on the business development and sales team as the digital marketing representative. I managed two celebrity physician content providers and board members (Dr. C. Everett Koop and Dr. Nancy Snyderman) and created the first verifiable medical review CMS process to ensure that all content was reviewed on the pre-approved editorial review processes by our Medical Review Team. CONTENT COMMUNITY PRODUCT MANAGER | MEDICONSULT.COM | 1996 - 1998 Worked as primary content and community manager including developing what turned into industry-setting standards on content and community development and management procedures for e-health portals. Lead product manager on the first online smoking cessation program. Lead product manager on the first online physician-based international community. Developed the online customer service process. I produced some of the first pharmaceutical sponsored consumer and professional on-line educational programs: - example: Habitrol.com.
Education MEDICAL LABORATORY SCIENCE | CANADORE COLLEGE Page 2
