Joanne M.

Experience

• 

  Mindful Care

  Senior Vice President Marketing

  Jan 2024 - Present

  • Provide strategic marketing leadership and direction, shaping comprehensive 360-degree marketing strategy and branding initiatives.
  • Lead cross-functional teams to implement integrated marketing campaigns, optimizing performance through data-driven insights and analytics.
  • Establish strategic partnerships and alliances, amplifying brand reach and positioning startups as trusted authorities in the health sector.
  • Design and execute multi-channel campaigns across platforms such as social media, email nurturing, PPC, Audio, Video, Social Media, Streaming and SEO to acquire and retain users cost-effectively
• 

  Talkspace

  Vice President of Marketing

  Mar 2022 - Nov 2022

  Talkspace is an online therapy service that connects users to a dedicated, licensed therapist in their state of residence through private messaging, live sessions, or both, depending on their plan.

  • Led company-wide marketing strategy to grow Talkspace's consumer therapy subscriptions.
  • Owned brand, performance, and product marketing to increase awareness and conversions.
  • Built and led a cross-functional marketing team of creative, media, and lifecycle specialists.
  • Managed agency and MarTech vendor relationships and multimillion-dollar marketing budgets.
  • Implemented data-driven measurement and experimentation to optimize LTV and CAC.
  • Launched integrated go-to-market campaigns across paid, owned, and earned channels.
  • Developed partnerships with clinical and enterprise teams to expand supply-side capacity.
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  Talkspace

  Sr. Director of Growth

  Sep 2021 - Feb 2022

  • Lead strategy and execution for paid marketing channels for consumer marketing business.
  • Direct strategy and execution for paid media, lifecycle marketing, and supply-side acquisition.
  • Partner with owned and earned media teams to develop full go-to-market strategy.
  • Manage external agencies, MarTech vendors, and team of creative and media professionals.
  • Execute studies on market size, competitive activity, brand positioning propositions, and consumer behavior.
  • Increase retention and maximize customer acquisition efficiency by optimizing LTV and CAC.
• 

  1-800-FLOWERS.COM, INC.

  Director, Interactive Marketing

  Jan 2017 - Jan 2021

  • Provided strategic marketing leadership across eight brands, optimizing a $75M marketing budget and managing a high-performing team.
  • Devised digital marketing programs for for Paid Media Channels including, Paid Search, Affiliate, Display, Streaming and Social, generating web orders, bolstering brand awareness, and driving sales.
  • Cultivated robust relationships with agencies, mentored media specialist team, and collaborated with data analytics, facilitating continuous campaign optimization.
  • Collaboratively drove ROI growth with CMOs and brand presidents, fostering an environment of shared success.
  • Achieved impressive YoY revenue growth of 25% (2019) and 20% (2020) across gourmet food brands, consistently surpassing revenue targets.
  • Enabled incremental $2M in revenue growth for Harry & David during Mother's Day through innovative upper-funnel tactics.
  • Boosted AOV by 15% in one quarter through strategic discount adjustments, enhancing profitability.
  • Championed a transformative digital revolution for the organization, increasing digital budget allocation from 20% to 70%, driving significant growth in digital revenue contribution.
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  GroupM

  Director of Paid Search & Social Media

  Jan 2015 - Aug 2017

  • Managed comprehensive paid media strategy for global clients, coordinating a 30-strong team and a $50M+ budget.
  • Developed creative media plans to drive digital acquisitions, brand awareness, and social media engagement, promoting client growth and visibility.
  • Achieved over $1M in annual savings for AT&T through strategic brand positioning in paid search.
  • Accelerated AT&T's subscriptions by 20%+ YoY through advanced campaign structure optimization.
  • Enhanced engagement for David Yurman by 20% while reducing cost per user engagement by 25% YoY, maximizing ROI and customer interaction.
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  Resolution Agency

  Paid Search & Social Media Supervisor

  Apr 2013 - Dec 2014

  • Led media strategy for a diverse portfolio of clients, aligning digital strategies with business goals to drive revenue growth.
  • Developed and executed client media recommendations and social content calendars in collaboration with brand and creative teams.
  • Executed on product marketing strategies to showcase product value proposition and drive customer acquisition.
  • Oversaw professional growth of a media strategist team of four, promoting a culture of continuous learning and excellence.
  • Exceeded acquisition goals for New York State of Health by 170% through the launch of targeted campaigns.
  • Outperformed registration target by 25% for Visa Checkout product launch through strategic paid search and video strategies.
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  Foundation Center

  Marketing Manager

  Aug 2010 - Jul 2012

  • Orchestrated annual marketing strategies and digital roadmap, optimizing ROI on database subscriptions and training services, and boosting financial performance and driving revenue.
  • Championed a cross-channel go-to-market strategy, strengthening brand engagement and driving product consideration.
  • Implemented a marketing content calendar for owned and earned channels, promoting strategic alignment and efficiency.
  • Elevated web traffic by 30% by leading a brand perception overhaul, increasing visibility and customer attraction.
  • Boosted email response rate by 35% by spearheading segmentation of email campaigns, fostering targeted and effective marketing communications.
  • Achieved a 15% YoY cost reduction by renegotiating contracts, increasing operational efficiency.
  • Propelled a 10% increase in sales and traffic through a tactical plan for trade shows and events, maximizing marketing opportunities.

• Harper's Magazine

  Marketing Consultant, Online & Consumer

  Apr 2009 - Aug 2010

  • Drove digital marketing activities, enhancing web traffic and online subscriptions and contributing to revenue growth.
  • Enhanced the online customer journey and contributed to the formulation of a robust direct mail and newsstand strategy.
  • Introduced SaaS tools in marketing operations to streamline workflow and enhance efficiency.
  • Achieved a 25% increase in online orders through the launch of a strategic subscription ad, optimizing digital engagement.
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  Smithsonian Enterprises

  Marketing Manager, Gift & Online

  Nov 2006 - Feb 2009

  • Led the creation and execution of a comprehensive marketing strategy for the media division, leveraging a $2.5M budget.
  • Oversaw multi-channel marketing for Smithsonian and Air & Space, promoting brand engagement and reach.
  • Spurred a 300% increase in the holiday acquisition program and a 57% increase in the email acquisition program, driving customer acquisition and brand growth.
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  Time Inc.

  Associate Marketing Manager

  Jun 2004 - Nov 2006

  • Managed the development and execution of strategic marketing plans for Popular Science and This Old House magazines.
  • Oversaw daily operations, e-renewal marketing initiative implementation, and team collaboration, promoting productivity and goal alignment.
  • Increased renewal rates by 8% and generated additional revenue of $200K through strategic re-segmenting of priority routine for Popular Science, enhancing profitability and customer loyalty.
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  Time Inc.

  Academic Intern, Consumer Marketing

  Jan 2003 - Jan 2004

  • Created weekly reports that evaluated donor and partnership business for “Real Simple,” “InStyle,” and “Parenting” magazines.
  • Assisted with monthly financial close for all three magazines.
  • Assisted in special projects including transitioning all three magazines to a new forecasting system which increased accuracy of projected renewal and pay rates for subscriptions.