Award winning marketing communications professional with 10 years of experience in communications strategy and tactical execution
KEY ACCOMPLISHMENTS
Communications Strategy Development and Tactical Implementation
Global Communications Programs Management
Product Positioning and Message Creation
Team Management
Corporate Name, Brand, and Identity Development
Product Launch
PROFESSIONAL EXPERTISE
CaridianBCT (formally Gambro BCT) – Marketing Communications Program Manager
Lakewood, Colorado (October 2008 – Present)
Lakewood, Colorado (October 2008 – Present)
CaridianBCT is a worldwide manufacturer and distributor of medical devices used in blood banking and therapeutic settings.
Product Positioning and Messaging
Led development of product positioning statements and messaging platforms for product launches and promotion of existing products. Drove marketing team including regional and global marketing, sales personnel and marketing communications team to create positioning platforms that established key differentiating features and benefits and provided groundwork for global launch activities.
Communications Strategy and Execution
Led creation of targeted communications programs including identification of specific goals and development of strategies and tactics designed to meet internal and external business objectives. Managed project planning, resource allocation, vendor relations, and budget considerations for multiple projects.
Business Area Marketing
Launched global targeted web and email-based program that delivered layered messaging to prospects for new device; Campaign resulted in sales closure beyond initial forecasts.
Gambro BCT – Sr. Graphic Designer / Acting Art Director
Lakewood, Colorado (August 2006 – October 2008)
Gambro BCT is a worldwide manufacturer and distributor of medical devices used in blood banking and therapeutic settings.
Global Congresses and Events
Provided messaging and visual communications expertise for global congresses and events including activities in Europe, Asia, and Latin America. Worked with local marketing personnel and trade show management to create culturally specific programs and booth activities designed to meet business goals. During global congresses, performed competitive analysis to identify branding and messaging of key competitors in the international environment.
Corporate Name, Brand, and Identity Development
Partnered to lead worldwide company re-naming effort. Managed external resources to identify key brand platforms and corresponding names and logos. Led internal and external launch activities of name and brand. New name, logo, and brand platform were successfully launched worldwide June, 2008. Launch campaign included advertising, events, PR, web, and direct communication activities to customers, press, key partners, and industry leaders.
Team Leadership and Management
Led visual communications for all internal and external campaigns. Established branding guidelines and worked with creative team members to ensure consistency was implemented resulting in strengthened brand architecture. Managed contract creative resources. Trained resources resulting in quick integration and seamless transition into Gambro BCT visual style.
Global Communications Programs
Partnered with regional marketing communications personnel in Europe, Middle East and Africa (EMEA), Asia Pacific (APAC), and Latin America to create consistent, branded communications campaigns. Established regular communication paths with internal resources to ensure global representation of messaging and brand. Provided onsite communications program for marketing assistants in EMEA. Led interactive exercise to determine EMEA elements needed to implement name change throughout Europe and the Middle East.
Creative Process Leadership
Led development of Creative Brief documentation and complementary process designed to establish core campaign requirements, audience definitions, competitive landscape, messaging, strategies and tactics, metrics, and timelines used to develop communications programs and individual components. Creative Brief documentation and processes were introduced and implemented successfully both in Americas and EMEA.
OnPoint. Media and Consulting – Creative Director and Managing Partner
Tulsa, Oklahoma (December 2003 – June 2006)
Tulsa, Oklahoma (December 2003 – June 2006)
OnPoint provided strategic marketing communications consulting including strategic and tactical analysis, recommendations, and implementation. Global clients included both business-to-business and business-to-consumer organizations such as hospitals, oil exploration and retrieval firms, and auto parts distributors among others.
Team Management
Managed seven-person marketing and communications consulting firm including web designers and developers, sales, print designers, multimedia resources, and bookkeeping. Led identification of candidates, hiring, and creation of growth and development plans. Employees were engaged in the business activities and turnover was very low.
Vendor Relations
Managed relationships with production resources. Actively engaged partners to maintain efficient delivery and budget requirements of clients. Set and managed expectations with clients and established corresponding quality, timeline, and budgetary standards for vendors.
Business Development
Developed unique full service marketing communications positioning and created selling tools that further explained that positioning to potential customers. Actively pursued business based on successful campaigns and execution. Established selling model for business and trained staff on effective prospect identification, selling techniques, and closing of business opportunities.
Creative Direction
Established quality standards and production processes that were implemented throughout all client relationships. Campaigns included creation of print collateral materials, radio and television advertising campaigns, media buying and placement, and development of full communications campaign for “Cartridge World” events that are now taking place throughout North America.
Client Messaging and Positioning
Led development of positioning statements and messaging platforms for various client corporate-level and product-level communications and branding campaigns.
Thompson and Thompson Consulting – Communications Manager
Tulsa, Oklahoma (April 2001 – September 2003)
Thompson and Thompson provides full service marketing consulting including product development, product launch, product positioning, messaging, and visual development and implementation.
Product Launches
Developed full-scale product launches including creation of initial distributor proposals, market positioning, visual communications, selling channel definition, and strategic and tactical communications. Clients and product launches covered both business-to-business and business-to-consumer products and included medical device launches.
Product Positioning and Message Development
Led development of positioning statements and messaging. Established core audiences, primary product benefits, and corresponding messaging platforms. Managed focus group testing and interpreted results to enhance positioning platform and messaging.
EDUCATION
Associate of Arts, Oklahoma State University, Stillwater.
PROFESSIONAL AFFILIATIONS
Denver Art Director’s Club
American Institute of Graphic Arts (AIGA)
Business Marketing Association of Colorado
AWARDS
Business Marketing Association Gold Key Award – 2006 (3)
Business Marketing Association Silver Key Award – 2006 (2)
Business Marketing Association Best of Category Award – 2006
Business Marketing Association Silver Key Award – 2007 (2)
Gambro BCT Marketing Employee of the Year – 2007
Zach Alexander 303.522.6566
