Christine Ford
Richmond,VA
Summary
Strategic and operational leader with extensive industry experience and a proven track record of generating innovative ideas and solutions. Excels at balancing big-picture thinking with hands-on implementation, working alongside the team to achieve objectives. Possesses a genuine and adaptable nature, combined with a positive attitude in fast-paced environments, enabling consistent demonstration of resiliency in the face of challenges. Strong ability to align with sales teams and stakeholders to develop programs that drive business growth, while also simplifying complex topics to foster better decision-making. Dependable leader and flexible change agent who prioritizes team success and consistently delivers value beyond job description.
Overview
27
27
years of professional experience
Work History
Director, Sales Programs & Channel Marketing
McKesson Medical Surgical Corporation
01.2023 - Current
- Contributed to a new operating model to improve organizational efficiency and effectiveness
- Directed 20+ multi-channel campaigns, increasing sales engagement, customer awareness and revenue growth
- Collaborated with teams to identify insights, driving a 40% increase in sales campaign engagement
- Fostered marketing team collaboration to align multi-channel initiatives with business objectives
- Led a dedicated team to design and implement a sales incentive program, driving engagement between sales and key suppliers, boosting sales performance and employee motivation.
- Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.
Senior Segment Marketing Manager / Laboratory Solutions
McKesson Medical Surgical Corporation
01.2020 - 01.2023
- Collaborated with sales teams to create marketing campaigns that differentiated our offerings and added customer value
- Conducted market research with forecasted industry growth rates to identify trends and competitive positioning, driving strategic insights for business growth
- Developed and managed the Primary Care Sales & Marketing Council, driving early engagement and providing valuable insights
- Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
- Increased customer engagement with creative content strategies, tailoring messages to target demographic preferences.
Senior Segment Marketing Manager / Community Health Centers, EMS/Fire
McKesson Medical Surgical Corporation
01.2018 - 01.2020
- Coordinated efforts with workstream team to deliver critical customer COVID resources, ensuring timely support and information dissemination
- Developed new sales reports to identify growth trends, track NPS data, monitor KPIs and create accurate forecasting models, enhancing data-driven decisions
- Gained expertise in unique business model of CHCs, collaborating closely with industry GPOs and association partners.
Senior Market Manager / EMS/Fire
Moore Medical LLC
01.2012 - 01.2018
- Oversaw EMS market segment, managing strategic business planning, budget, P&L and sales forecasting
- Directed marketing programs, product lifecycle planning, strategies, and promotions, achieving segment goals
- Managed relationships with manufacturers, associations and media partners, maximizing cooperative advertising, revenue and customer acquisition
- Launched a pilot program to enhance sales channel collaboration, increasing sales volume for target accounts
- Led integration of SalesForce deal system, enhancing marketing capabilities
- Revamped tradeshow presence and strategy, supporting field sales more effectively.
Event Director
Reed Exhibitions
01.2005 - 01.2012
- Managed sales, marketing, education, and operations, leading a cross-functional team of 20+, overseeing budgets, brand development, event strategy and media partnerships
- Executed a re-launch strategy with multi-channel efforts, boosting attendance by 18% and NPS by 20%
- Conducted research to identify unmet market needs, improving product positioning
- Enhanced event contributions through effective cost management and vendor negotiations without compromising quality.
Director, Business Development
Reed Exhibitions
01.2000 - 01.2005
- Conducted market research to identify new opportunities for business expansion and diversification.
- Created financial models to analyze profits, margins, and payback options for acquisitions
- Authored acquisition funding requests and LOIs; conducted due diligence
- Launched 20+ events, including two award-winning ones.
Director, Industry Development
Reed Exhibitions
01.1998 - 01.2000
- Developed accredited programs and managed industry advisory boards in pharma, medical device, EMS, family entertainment, and software sectors
- Managed media and industry partner relationships to support events and enhance market outreach
- Promoted rapidly to oversee teams, client management and P&L responsibilities.
Education
Bachelor of Science - Psychology
Fairfield University
MBA - Management & International Business
University of Connecticut
Skills
- Leadership and Team Collaboration – Experienced in leading cross-functional teams to achieve objectives
- Strategic Thinking & Innovation – proven track record of generating innovative ideas and solutions
- Customer Focus & Insight – dedicated to understanding and meeting customer needs, turning insights into solutions
- Relationship Building – skilled at building rapport and interacting with professionals of all levels
- Project & Change Management – proficient in planning, executing and overseeing projects and leading organizational change
- Media & Marketing Strategy - expertise in multi-channel media planning and digital marketing
- Adaptability & Emotional Intelligence - maintains composure and resiliency in fast-paced environments
- Mentorship & Development - passionate about developing and empowering others
- AI Enthusiast & Tech Savvy - excited about how AI will transform business and eager to learn new technologies
- Independent & Self-Motivated - capable of working independently with a strong sense of initiative
Recognition
- McKesson’s Elevate Leadership Development program
- 2015 Manager of the Year Award
- 2015 President's Club
Volunteer Experience
Read to a Child, Regional Advisory Board Member and Volunteer Reader, Actively engaged in reading programs for children, Received McKesson’s Community Hero Honorable Mention in 2018.
Community Service
Participated in various local service and mentorship organizations, public schools, church education programs, corporate employee resource groups and sports leagues., Recognized with the President’s Volunteer Service Award in 2018 and 2019, for completing over 100 hours of volunteer work each year.
References
References available upon request
Accomplishments
McKesson’s Elevate Leadership Development program; 2015 Manager of the Year Award and 2015 President's Club
Volunteer work
Regional Advisory Board Member and Volunteer Reader, Read to a Child; Actively engaged in reading programs for children. Received McKesson’s Community Hero Honorable Mention in 2018
Community Involvement; Participated in various local service and mentorship organizations, public schools, church education programs, corporate employee resource groups and sports leagues. Recognized with the President’s Volunteer Service Award in 2018 and 2019, for completing over 100 hours of volunteer work each year
Timeline
Director, Sales Programs & Channel Marketing
McKesson Medical Surgical Corporation
01.2023 - Current
Senior Segment Marketing Manager / Laboratory Solutions
McKesson Medical Surgical Corporation
01.2020 - 01.2023
Senior Segment Marketing Manager / Community Health Centers, EMS/Fire
McKesson Medical Surgical Corporation
01.2018 - 01.2020
Senior Market Manager / EMS/Fire
Moore Medical LLC
01.2012 - 01.2018
Event Director
Reed Exhibitions
01.2005 - 01.2012
Director, Business Development
Reed Exhibitions
01.2000 - 01.2005
Director, Industry Development
Reed Exhibitions
01.1998 - 01.2000
Bachelor of Science - Psychology
Fairfield University
MBA - Management & International Business
University of Connecticut
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