Danielle Higgins
Rochester,Minnesota
Summary
Strategic event professional with extensive experience managing the Mayo Clinic market from within the Mayo Civic Center's sales and operations departments. Expert in the full event lifecycle, including proactive prospecting, complex RFP management, and the high-level detailing of medical symposiums and departmental conferences. Proven track record of bridging the gap between clinical faculty's vision and operational execution, ensuring that venue infrastructure and logistics seamlessly support the attendee experience. Dedicated to a service-first planning model built on internal knowledge of the Rochester campus, departmental advocacy, and a deep understanding of the unique requirements of the medical community.
Overview
8
8
years of professional experience
Work History
National Sales Manager
Experience Rochester
Rochester, MN
10.2025 - Current
- Represent Experience Rochester as the dedicated lead for the Mayo Clinic market, managing the full lifecycle of medical symposiums and departmental conferences hosted at the Mayo Civic Center.
- Execute the strategic prospecting and qualification of national medical meetings, identifying high-potential programs that align with the venue’s specialized infrastructure.
- Consult with Mayo Clinic planners to refine their event specifications, leveraging a deep understanding of venue operations to optimize budgets and logistical flow.
- Manage the end-to-end RFP process, from initial evaluation and bid strategy to contract negotiation, ensuring all departmental and accreditation requirements are addressed.
Catering Sales Manager
Mayo Civic Center
Rochester, MN
06.2024 - 10.2025
- Managed event sales, contracts, and client relationships to drive bookings.
- Led an in-depth competitor pricing analysis, implementing data-driven pricing strategies that increased revenue potential.
- Exceeded 2024 sales goal by 200%, demonstrating strong sales strategies and client engagement.
- Developed and execute targeted marketing campaigns in collaboration with marketing teams to attract premium clientele and increase brand visibility.
- Developed streamlined sales processes and proposal templates, improving efficiency and conversion rates.
Marketing Coordinator
Columbia Hospitality
11.2022 - 05.2024
- Led and executed comprehensive marketing initiatives encompassing public relations, social media management, digital marketing campaigns, website content maintenance, content creation, and email marketing campaigns to ensure cohesive branding, messaging, and performance tracking across all channels.
- Supported the development and execution of annual marketing plans, marketing budgets, reports and presentations for properties.
- Actively led regular marketing and revenue calls to understand business needs, providing strategic guidance on marketing tactics to drive revenue growth.
- Drove accountability with property leaders and teams to ensure that properties stay on track with annual goals.
Account Executive
Media Manager
02.2022 - 11.2022
- Developed and executed comprehensive media plans that align with client goals and budget requirements.
- Conducted market research and analysis to identify target audiences, media trends, and competitive landscape.
- Presented media strategies and campaign proposals to clients, effectively communicating the value proposition and expected outcomes.
- Monitored campaign performance and provided ongoing optimization recommendations to maximize results and ROI.
- Prepared and delivered regular performance reports to clients, highlighting key metrics, insights, and recommendations for improvement.
Event Coordinator
The Waterfront Restaurant & Tavern
01.2020 - 02.2022
- Coordinated and successfully executed 100+ events annually ranging from 15 guests to 350 guests. Events included weddings, private parties, multi-day corporate conferences, galas and fundraising events.
- Responsible for all aspects of event management including contract negotiations, timeline development, menu selection, vendor procurement, table layouts, decor selection, staffing and day-of implementation.
- Hired, trained and supervised an event team of 20-30 staff.
- Assisted in the management of company’s social media pages including Facebook, Instagram and website, working with marketing team on messaging and content creation.
- Managed incoming event/catering inquiries and conducted site visits with interested parties.
- Assisted Food and Beverage Director and Sales Director in creation and implementation of new menus and weddings and event packages.
Event Logistics Manager
Four Daughters Vineyard & Winery
05.2019 - 12.2019
- Served as day-of point of contact for clients to ensure seamless execution of all weddings and events.
- Managed event timelines and schedules, coordinating with internal teams, vendors, and clients to ensure all tasks are completed efficiently and on time.
- Developed staff schedules and created day-of staff assignments to cover all aspects of the event.
- Led the creation of the company's annual Christmas Market. Handled all logistics, marketing and execution which involved finding and coordinating 40+ vendors.
Event Lead
Four Daughters Vineyard & Winery
06.2018 - 05.2019
- Coordinated with the event planning team to ensure seamless execution of event logistics which included setup, breakdown, and service flow.
- Oversaw event setup, including decor placement, equipment rentals, and signage, to ensure that the venue is prepared according to client specifications.
- Communicated effectively with kitchen staff and bartenders to coordinate food and beverage service, ensuring timely delivery and presentation.
- Anticipated guest needs and proactively address any issues or concerns to ensure a positive experience.
- Supervised event servers and support staff, providing guidance, training, and direction to ensure smooth event operations.
Education
Bachelor of Arts - Marketing & Management
St. Mary's University of Minnesota
Winona, MN05-2019
Skills
- Effective project and personal management skills, including time management, planning and organizing, execution and delivery of results
- Targeted Marketing & Lead Generation
- Competitive Market Positioning
- Sales presentation
- Brand Development & Promotional Campaigns
- Proficient with InDesign and other Adobe programs
- Ability to thrive in a fast-paced environment
- Social Media Management
- Digital Marketing Strategy
- Analytical skills for performance tracking and reporting
- Creative content creation and collateral production
- Strong communication and interpersonal skills
Timeline
National Sales Manager
Experience Rochester
10.2025 - Current
Catering Sales Manager
Mayo Civic Center
06.2024 - 10.2025
Marketing Coordinator
Columbia Hospitality
11.2022 - 05.2024
Account Executive
Media Manager
02.2022 - 11.2022
Event Coordinator
The Waterfront Restaurant & Tavern
01.2020 - 02.2022
Event Logistics Manager
Four Daughters Vineyard & Winery
05.2019 - 12.2019
Event Lead
Four Daughters Vineyard & Winery
06.2018 - 05.2019
Bachelor of Arts - Marketing & Management
St. Mary's University of Minnesota