Amy DeGeer Roten
Midland,MI
Summary
Strategic marketing and communications leader with deep experience supporting growth strategy, market development, and corporate development initiatives across advanced materials, chemicals, healthcare, and industrial sectors. Proven ability to translate complex data into actionable communications strategy, and partner cross-functionally with commercial, R&D, finance, and leadership teams. Known for bridging voice-of-customer insights with strategic planning, pricing research, and B2B communications roadmaps in matrix organizations. Expertise in campaign management, market analysis, and brand positioning, combined with results-driven mindset.
Overview
20
20
years of professional experience
1
1
Certification
Core Expertise
- Marketing & Communications Strategy
- Market & Competitive Intelligence
- Market & Technology Scanning
- Customer Segments & Roadmaps
- Pricing & Positioning Research
- Voice of Customer
- Cross-Functional Collaboration
- SWOT & Market Frameworks
- Demand Generation
- Marketing Automation
- Project Management
- Lead Generation
Work History
Global Strategic Marketing Manager
Chem-Trend
11.2022 - 05.2025
- Supported global and regional leadership in strategic planning, market development, and business intelligence for value-added chemical solutions across five global markets.
- Supported the three-year strategic planning process, guiding regional leadership through KPI milestone development, performance tracking, and strategic alignment across global markets.
- Led market intelligence and competitive analysis initiatives, delivering insights on market size, share, pricing, competitive dynamics, and emerging technologies to inform new business development and diversification strategies.
- Conducted market scanning and opportunity assessment to identify high-growth segments and adjacent market opportunities aligned with corporate growth priorities.
- Designed and launched Voice of the Customer programs across 12 target markets in five global regions, ensuring customer insights informed commercial strategy, innovation priorities, and market entry decisions.
- Executed pricing and competitive assessments by surveying 200+ global sales professionals to support positioning, value-based selling, and strategic pricing decisions.
- Acted as a liaison between commercial teams and technical experts, translating market and customer insights into clear strategic narratives and internal training programs.
- Facilitated global sales and leadership training focused on value-added solutions, market differentiation, and long-term customer value.
- Initiated and coordinated process automation and data integration projects, including API connectivity with external data providers to improve market intelligence reporting and decision-making efficiency.
- Lean Six Sigma Yellow Belt project recognized for operational improvement, delivering measurable cost savings and process efficiency.
B2B Marketing Strategist, Sr.
QuadMed, Inc.
04.2021 - 08.2022
- Led integrated marketing and market intelligence initiatives supporting growth strategy, customer segmentation, and commercial execution in a complex B2B and B2B2C environment.
- Developed and executed integrated growth strategies aligned with business objectives, supporting market positioning, demand generation, and sales enablement.
- Led competitive research, market analysis, and buyer persona development to improve segmentation, targeting, and go-to-market effectiveness.
- Partnered cross-functionally with sales, leadership, and creative teams to translate insights into actionable campaigns and strategic messaging.
- Managed marketing automation, lead scoring, and nurturing programs to support pipeline growth and customer acquisition.
- Oversaw project management to ensure alignment with scope and schedule.
Marketing Director/Economic Development Director
Midland Business Alliance
12.2017 - 08.2021
- Led strategic marketing, business development, and economic development initiatives supporting regional growth, diversification, and investment attraction.
- Developed and executed strategic marketing and demand generation initiative that increased member engagement and retention by 30%.
- Supported business expansion, retention, and workforce development initiatives, collaborating with public and private stakeholders to remove barriers to growth.
- Conducted market research and business intelligence to support local companies across industrial, manufacturing, and service sectors.
- Prepared complex RFPs and business cases for state and private funding, supporting investment, partnerships, and economic development programs.
- Communicated complex growth tools and programs to diverse stakeholders, translating strategy into clear, actionable guidance.
Education
Bachelor of Science (BS) - English, Interpersonal and Public Communications
Central Michigan University
Skills
- Strategic Planning
- Business Intelligence
- Market & Competitive Research
- Pricing Analysis
- Voice of Customer
- SWOT & Market Frameworks
- Demand Generation
- Project Management
- Fundraising Program Management
- Critical thinking
- Creative thinking
- Relationship building
- Goal setting
- Complex Problem-solving
- Written communication
- Marketing plan development
- Project management
- Content development
- Data analysis
- Market research analysis
- Marketing strategy development
- Customer relationship management (CRM)
- Marketing campaigns
- Data analytics
- Marketing campaign development
Certification
- Lean Six Sigma Yellow Belt, 2024
- Certified Economic Development Finance Professional, 2020
- Value Chain Certificate Program, MSU Eli Broad College of Business, 2018
Technical And Analytical Skills
- Marketing Automation
- Microsoft Excel
- Microsoft PowerPoint
- Microsoft Word
- Thinkcell
- SharePoint
- Copilot
- SAP C4C
- PitchBook
- Federal Reserve Economic Data
- Moody’s Analytics
- GlobalData
- ZoomInfo
- SEMrush
- SurveyMonkey
- Mentimeter
- Canva