Experience


603-305-7156 | katbennett@gmail.com| linkedin.com/in/katbennett
Driven Marketing Leader and Change Agent
SUMMARY OF QUALIFICATIONS
Innovative marketing professional melds clear strategic vision with exceptional analytical and organizational skills. Inspirational leader and disruptor who redefines ineffective business models and sets new marketing priorities and strategies to smartly pivot organization to sustainable new path of growth and profitability. Expertly manages high-producing remote teams. Key strategic planning partner who seamlessly integrates marketing plan with overall business plan and flawlessl executes to exceed organizational objectives. Exceptional writer who rapidly and accurately produces effective on-message content across all digital and print media vehicles. Equally creative and metrics-driven, uses testing to continuously hone and improve messaging effectiveness.
Key Competencies:               
Strategic Planning; Marketing Analytics; Content Marketing; Social Media Marketing; Search Engine Marketing; Web Development; Project Management; Email Marketing’ Search Engine Optimization; Marketing Communications; Marketing Strategy; CRM; Digital Marketing; Strategic Partnerships; Event Management 

Applications: 
Google AdWords, Google Analytics, Hootsuite, Salesforce, ExactTarget, Sitecore, Blackbaud Raiser’s Edge CRM, Adobe Creative Suite, Publisher, MS Word, Excel, Project; Hootsuite Certification 2018


PROFESSIONAL EXPERIENCE
Memorial Hospital, North Conway, NH 
2013 - Present
Vice-President – Community Relations & Development
        Drove complete overhaul of this over $60M hospital’s website and all content marketing, including strategic vision, design, and extensive content development/writing.
        As part of major organizational shift from hospital to healthcare system, worked as part of the enterprise-wide marketing communications team to oversee rebranding and messaging to both internal stakeholders and community.
        Assumed leadership of critical development department after just one year with hospital.
        Served as key member of the strategic planning team.
        Wrote all web content, social media, press releases, email campaigns, and print collateral
Impact
         Turned around underperforming development department, driving a 50% increase in event revenue and 10% in overall fundraising through a comprehensive plan of event consolidation and elimination of an outsourced consultant.
         Faced with a marketing program that was ad hoc, ineffective, and lacked organizational buy-in, worked closely with internal stakeholders to develop an integrated marketing plan that effectively leveraged online opportunities and directly supported the hospital’s strategic goals.
         Hospital’s website was years out of date and was not mobile-enabled. Helped develop, write, and launch a multi-organizational site with a database-driven content management system and responsive, mobile-optimized design.
         Agency fees had been consuming lion’s share of marketing budget. Completely overhauled marketing workflows, brought critical functions in-house and put agency work out to bid to realize a 60% savings in fees.
         As development lead, brought in multiple five to six-figure donations and a key $8M gift that secured the construction of a much-needed senior center facility.
  Successfully converted CRM platform to Blackbaud/Raiser’s Edge to more effectively support fundraising efforts.

Kathy Bennett - Digital Marketing Consultant, Center Conway, NH                                                         
1992 - Present
Owner and Principal
        Provides broad range of B2B freelance writing and marketing services to large agencies and businesses in diverse industries including healthcare and tech. Services include public relations, content marketing, creative and strategy.
     Copywriter developing integrated funnel-aligned inbound marketing content such as e-books, landing pages, lead generation campaigns, and online advertising that generates significant measurable increases in sales-qualified leads.

Cranmore Mountain (Boothcreek Ski Holdings), North Conway, NH                                                        
2002 - 2013
Sales & Marketing Director
        Part of visionary leadership team who overhauled core business marketing and introduced additional lines of business to transform this 70-year-old resort into a thriving year-round enterprise.
    Took outdated traditional print marketing-focused strategy to robust digital approach including social media, paid search, email marketing, and ecommerce.
    Oversaw direct marketing campaigns and customer database management/CRM, including database integration of point of sale (POS) system, as well as direct and email databases.
        Conducted all pricing negotiations and prepared quotes, delivering each project on time and on budget.
Impact
      Drove increase in winter sales volume and promoted additional off-season lines of business to realize a 50% increase in total revenue coupled with a 10% increase in overall market share.
      Web development and SEM/SEO efforts led to consistent 20-30% increases in yearly web visits and ecommerce revenue for five consecutive years in highly competitive market.
       Effectively leveraged multiple channels including digital, print, and email to communicate and promote new lines of business with the community and potential clients.
   Email marketing campaigns and testing resulted in open and click through rates 25% over industry standards.
     Developed mail plan, copy, creative and tracking that grew the email list for six member resorts by a full 40% over 12 months.
  Nurtured and successfully executed long-term partnership agreements with national and regional beverage, auto, non-profits, hospitality, and sports equipment companies.
Golf Society of the U.S., Boston, MA                                                                                                      
1999 - 2002
Vice President, Marketing Services
     Oversaw advertising and sales teams, responsible for lead generation, sales projections and meeting all sales goals.
        Drove the membership’s direct mail, website, and editorial product.
        Managed remote nationwide team of 5-10 designers, editors, copywriters, and production specialists.
        Assisted with the development of ancillary affinity products such as books, videos and events.
Impact
   Drove web content for most-visited golf website of its time with one of the largest email databases in its market.
   Launched a bi-monthly magazine that attracted a quarter of a million paid subscribers nationwide.
    Converted 25% of customer database to email list in first year of website launch.
Trans National Group, Boston, MA                                                                                                        
1995 - 1999
Vice President and Creative Director
        Managed creative department with an annual marketing budget of $10M for this entrepreneurial startup, producing all membership marketing materials and print collateral to support multiple lines of business.
        Directed a monthly direct mail effort to a list of approximately 1 million.
      Created scheduling, production and trafficking protocols that raised effectiveness and productivity while cutting costs.

EDUCATION
Salem State University, Salem, NH                                                        
Bachelor of Science in Communications and Professional Writing