Catherine Helean
Communications and Marketing Leader.
Daphne,AL
Summary
For more than 20 years, I've created and led creative, award-winning, and strategic marketing and brand campaigns. I'm a storyteller at heart and have been honored to meet and interview hundreds of people to tell their stories as part of audience and revenue initiatives in national healthcare, media, and higher education.
Award-winning: Emmy, PR week and American Marketing campaign national finalist. Battle-tested: Deadlines, details, in-the-moment decision-making and implementation.
Big wins: National earned media coverage, coordinated media responses - on the fly as well as ahead of event planning.
Data-savvy expert with strategic transformational experience: internal and external audiences.
Website: https://6207d0bf3ea3d.site123.me/
Overview
20
20
years of professional experience
10
10
Emmy awards: consumer campaigns and writing
Work History
STRATEGIC COMMUNICATIONS ANALYST SUPPORTING NASA
Freedom Information Systems
10.2023
- Writing and communications insights for executive leadership, national social media and national media connections
- Confidential materials clearances.
EXECUTIVE DIRECTOR, COMMUNICATIONS AND MARKETING
New College of Florida
Sarasota, FL
04.2022 - 05.2023
- Led impactful rebranding and content development through metrics and research-based marketing and communications
- Head writer for all platforms and C-suite messaging: internal and external.
CHIEF MARKETING OFFICER
Spring Hill College
Mobile, AL
07.2018 - 11.2021
- As a leader with the national Association of Jesuit Colleges and Universities, executive-in-charge of all brand, communications and marketing for the College
- Developed and launched new website that exceeded audience goals in the first 30 days
- Developed first-ever strategic paid media and marketing plan for the College
- Included integrated brand narrative, writing, editorial calendar and all-platform owned, earned and paid media strategies
- Editor for all messages and communications - college magazine, articles, news releases, emails, blogs, website content
- DEI communications: included initiating strategic partnership with the King Center and the Beloved Community workshops
- Honored as an American Marketing Association national finalist for strategic brand higher education campaign.
VICE PRESIDENT, NATIONAL BRAND AND MARKETING
American Diabetes Association
Arlington, VA
11.2016 - 11.2017
- Envisioned, wrote and produced first-ever integrated storytelling initiative that connected patients to life-saving information and resources
- Lead for the Association's national and global storytelling sponsor communications strategies, including John Hancock and Dannon
- Launched the John Hancock storytelling initiative, led to first-ever type 2 diabetes sponsorship storytelling strategy: developed all owned, earned and paid media strategies
- Government relations communications liaison, creating national campaigns and wins for people with diabetes: Call to Congress Washington, DC Rally and Insulin for All campaign
- Crisis communications for weather and humanitarian emergencies.
DIRECTOR, MARKETING AND CREATIVE SERVICES
KARE11-TV
Minneapolis, MN
03.2012 - 04.2013
- Creative leader for this multimedia organization - increased brand, revenue and ratings
- Developed, wrote and implemented first-ever holistic marketing strategy that drove audience growth and ratings to number one position in the marketplace
- Developed and managed all paid media for the enterprise
- Community leadership: key messaging for weather crisis communications using integrated media strategies.
Education
Bachelor of Science - Journalism
West Virginia University
Some College (No Degree) - Leadership
Stanford University
Diverse Voices and Content Audits
Poynter Institute
Google & Hubspot Digital Marketing Certification
CDC Crisis Communications certification
Skills
- Creative: Expert writer and storyteller - all platforms: press releases, speeches, position statements, press kits
- Strategic brand vision, planning and implementation
- Senior leadership presentation skills: spokesperson experience
- Leader for developing and implementing brand sponsorships
- Media expertise: planning, buying, production, implementation
- Web Development
- Digital and social media
- Market research & analysis
- Authenticity & integrity
- Commitment to team & organization
- Curious problem-solver, attention to details
Accomplishments
- 10 EMMY AWARDS: Consumer campaigns, writer and producer
- AMERICAN MARKETING ASSOCIATION: Higher education national campaign finalist
- PR WEEK: National campaign winner
- AMERICAN WOMEN IN RADIO AND TELEVISION: Awards for Producer of the Year
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