Joanne M.

• 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 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.