Keith Hopps is a marketing leader and team developer, with award-winning broad experience in insight- and analytics-base...
KEITH HOPPS Evanston, IL 60201 - Cell: 847-332-2144 –
[email protected]
SUMMARY Marketing leader and team developer, with award-winning broad experience in insight- and analyticsbased strategic marketing planning, branding, digital strategy, promotions, advertising and salesforce promotions from progressive marketing roles at SC Johnson, Abbott, Medtronic and Leo Burnett.
PROFESSIONAL EXPERIENCE MEDTRONIC, INC., Minneapolis, MN & Evanston, IL 2010 to 2013 A global medical device company specializing in cardio, diabetes and neuromodulation therapies. Director, Consumer Marketing, Neuromodulation Division (2010 - 2013) Led 9-person staff in brand marketing strategy, online campaigns, patient CRM, and physician referral programs for elective treatments in overactive bladder (OAB), Parkinson’s, and pain therapies. Achieved high ROI via online acquisition campaigns integrated with call center conversion programs. Leveraged insights from target and market analytics, google analytics and A/B testing to optimize paid search, affiliate marketing, SEO, content strategy, email campaigns, and site navigation. Increased loyalty revenue through redesign of customer experiences, supported by call center and patient Ambassador touchpoints, webinars, salesforce programs, and email campaigns. Generated incremental tactical program revenue by expanding and refining the peer-to-peer Ambassador patient support program, including a first-ever training forum on social media, IT enhancements to the scheduling system, and implementation of expanded recognition programs. Led research, external agency, and cross-functional teams globally to create branding for Parkinson’s and OAB therapies based on outlining need gaps and insights from customer journeys. Implemented IT system to support CRM for over 100 campaigns, achieving cost efficiency, speed, and predictive modeling across email, event, call center, direct mail and webinar customer contacts. BAXTER HEALTHCARE CORPORATION, Deerfield, IL 2008 to 2009 A global medical products and services company focused on therapies for life-threatening conditions. Group Marketing Manager, BioTherapeutic Brands (2008 - 2009) Led research and agencies to develop positioning, branding, call center and online programs to build brand preference among consumers and physicians for Baxter’s biotherapy brands. Won the 2008 Marketing Excellence Award for leading the branding initiative, which achieved competitive differentiation of Baxter’s biotherapies as validated by Harris Interactive research. Increased the effectiveness of patient support programs by increasing endorsements from 1 to 10, and mobilizing a patient advocacy network in events, call center, online marketing, and social media. COLGATE-PALMOLIVE/HILL’S PET NUTRITION, Topeka, KS 2007 to 2008 A global manufacturer and marketer of trusted brands for dental, personal, home and pet care. Associate Director, Science Diet Marketing (2007 - 2008) Designed marketing plans for canine food. Innovation team member for US treats launch. Developed expansion plan for the pet adoption cause marketing program which secured channel preference and brand preference among 1 million pet owners. ABBOTT LABORATORIES, Abbott Park, IL 2002 to 2007 A global pharmaceutical, medical device and nutritional products company. Associate Director, Kaletra Marketing (2005 - 2007) Led strategy and tactical direction for consumer DTC promotion and physician promotion of Kaletra. Managed 6-person staff. Achieved Kaletra share leadership and $600M in sales in face of competitive launches via compelling physician messaging, high ROI salesforce promotions, advocacy group partnerships, patient support programs, and aspirational consumer advertising (offline and online including social media).
KEITH HOPPS Page 2 Increased share +5 points among emerging demographics, and conceived/launched the I Stand with Magic campaign to fight HIV/AIDS, secured coverage on Oprah and won a PRSA Silver Anvil award. Senior Product Manager (2002 - 2005) Developed physician promotions and managed care account plans for salesforce execution via copromotions of Prevacid with TAP and Micardis with Boehringer-Ingelheim. (Jul 2002 - Feb 2005) Increased Micardis sales consecutive years via new physician targeting, managed care pull-through tactics, salesforce training on new messaging, new salesforce materials and office access programs, launch of Micardis/HCT 80/25 mg, and a packaging transition to 30-count. BRISTOL-MYERS SQUIBB, Princeton, NJ 2000 to 2002 A global pharmaceutical, medical device and nutritional products manufacturing and marketing company. Senior Marketing Manager, Consumer/Patient Marketing (2000 - 2002) Developed consumer strategies and tactics for Zelnorm, Tequin, Videx, Zerit and Serzone. Managed database marketing operations, including fulfillment, telemarketing, and data centers. Developed business case and patient flow, DTC strategy, and TV advertising storyboards for launch of Zelnorm (with Novartis), enabling co-promotion partners to set budgets and priorities. S. C. JOHNSON, INC., Racine, WI 1997 to 2000 A family-owned company and leading manufacturer and marketer of consumer packaged goods. Brand Manager, Home Storage Division (Aug 1999 – Nov 2000) Responsible for $60MM P&L for base business and new products. Managed staff and cross-functional team. Appointed member of the Diversity Advisory Team. Increased Saran share ranking from #4 to #1 within 12 months via sku consolidation strategy. Increased consumption +13% for Saran using packaging redesign and a competitive, demo-based ad campaign which achieved the highest ASI scores in the division’s history. Brand Manager, Off! (Jan 1999 - Jul 1999) Managed $40MM P&L. Developed new terra cotta and bucket products. Launched mosquitoes.com. Increased share +6 points in the Mass channel by leading a team to launch the Off! Bucket. Associate Brand Manager, Shout (Jul 1997 - Dec 1998) Achieved #1 share for Shout by growing the consumer base to include working women. Successfully launched Shout Wipes, earning the AMA Effie Award for a new product launch. Drove strong Shout 97/98 performance versus budget, including net sales of +13%, profit of +5%, and share of +1.4 points, via re-directed promotions and competitive, demo-based TV advertising. LEO BURNETT, Chicago, IL 1989 to 1995 International marketing communications agency with a select set of long-tenured clients. Account Executive Planned and managed TV and print advertising, in-store promotions, and PR campaigns for Procter & Gamble’s Cheer brand, Sony, Keebler, McDonald’s sports marketing and Black & Decker accounts. Secured Trade stocking objectives for Keebler cookies and salty snacks on the West Coast, by using Bill Walton in trade and consumer promotions to build local market awareness. Increased Cheer brand share by 1.1 points during competitive entry, through new TV advertising and by launching Cheerfree with a DRTV, print, sampling and database marketing program.
OTHER Presenter on best practices at digital marketing conferences. NAACP Image Award winner. Visited 9 countries in Africa. Volunteer marketing consultant for Perspectives Charter Schools.
EDUCATION MBA, Marketing, Northwestern University, Evanston, IL BA, Political Economy, (Dean’s list), Williams College, Williamstown, MA
