Helen Woldeab
Washington,DC
Summary
Accomplished and resourceful Marketing leader who's able to successfully create and execute
strategic marketing initiatives and effective brand management in both domestic and international
markets. Resourceful product positioning and messaging expert who is well-versed in
cost-effective branding and marketing programs to quickly drive market awareness and
high-quality leads. Strong communicator with natural leadership talent, high energy, and
determination.
Overview
19
19
years of professional experience
Work History
Marketing Operations Associate
Laerdal Medical
07.2022 - Current
- Responsible for executing marketing operations initiatives, including planning and managing customer conferences, coordinating event logistics, and ensuring the successful delivery of marketing strategies.
- Collaborates with cross-functional teams to streamline processes, optimize project workflows, and drive customer engagement through data-driven marketing efforts.
- Coordinates promotional activities across multiple channels for maximized exposure during product launches or special events.
- Develops comprehensive marketing plans, aligning efforts with overarching business objectives for consistent growth.
- Manage multiple projects simultaneously, ensuring timely completion of tasks while maintaining high-quality deliverables.
- Spearheads internal communications initiatives aimed at fostering a positive work culture and increasing employee engagement.
- Supervised and mentored department interns, providing guidance, performance feedback, and professional development opportunities
Product Marketing Manager, Software
Laerdal Medical
02.2020 - 07.2022
- Responsible for product marketing for digital cloud platforms and software solutions in the United States and Canada
- Developed and executed product launches using creative briefs, local go-to-market plans, email campaigns, and various external and internal communication
- Developed, supported, and executed PR communication, social media plans, advertisements, and any MarCom tasks
- Developed discipline of customer knowledge and empathy within Professional Education and Healthcare Provider market segments, focusing on customers' clinical and educational needs
- Owned driving market activities to acquire and maintain customers and reach revenue goals while contributing to the readiness and success of products' sales channels
- Managed all product-affiliated internal and external communication needed with Global team members to develop customer personas for targeted and segmented marketing
- Presented creative approach to presenting KPIs and metrics to internal and external stakeholders
- Responsible for $27M in software sales and $15M in pull-through sales from other products.
Marketing Manager- Brand, Product
B-Line Medical- A Laerdal Company
01.2018 - 02.2020
- Developed creative strategy and sales tools- including presentations, trend reports, kitted assets, and product data sheets
- Devised and deployed online marketing plans with effective SEO, social media, promotional video campaign strategies and website forms that generate over 85% of total sales
- Collaborated with senior sales, engineering, and other business development executives to create best practices marketing initiatives and media positioning for vertical markets
- Built brand awareness and generated leads while managing internal and external marketing campaigns and overall marketing communication needs
- Reduced marketing costs by at least 20% year-over-year by streamlining marketing roles, leveraging communications materials, monitoring budgets, and developing protocol
- Capitalized on industry and marketplace trends to strategic solutions and enhance business operations
- Developed company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization
- Transformed and maintained corporate website and social media platforms to better engage customers and promote with 30% increase in traffic on all platforms year over year
Marketing Strategist
B-Line Medical, LLC
08.2014 - 01.2018
- Supported and enhanced sales efforts in variety of ways, with focus on inbound and event/trade show marketing initiatives for 500+ clients in 35+ countries
- Kept up with current trends and technology to continually refresh and execute strategy for Social Media via Twitter, Facebook, Instagram and other digital marketing channels
- Planned and executed overall marketing strategies and messaging for quarterly newsletters, press releases, conferences, drip, and nurturing campaigns
- Developed sales tools including marketing collateral and product presentation templates, etc
- Developed and maintained client and vendor contact lists
- Created dashboards and maintained reports evaluating and analyzing KPIs in conjunction with ROI for the department
- Researched, managed, organized, and executed planning of all industry trade shows and events
- Engaged in building partnerships with vendors and build relationships with decision-makers including physicians and medical educators
- Created and maintained department budget with a 20% decrease in department spending year over year
- Assisted in website design and web-based productivity tools
Sr. Physician Sales and Marketing Representative
Vein Clinics of America
03.2012 - 08.2014
- Exceeded highest revenue goal of $900,000 for Alexandria Clinic, $600,000 for Quantico Clinic, and $700,000 for Rockville
- Sales surpassed prior year sales goals by 25% for Quantico/Alexandria region Increased sales by 50% over one month period
- Conceptualized marketing plan and launched TriCare Promotion marketing campaign, which led to an 80% increase in sales
- Researched, created & conducted qualified 2-4 local events monthly to generate patients
- Exceeded innovative & strategic tactics used to identify target audience
- Consistently exceeded referring physician sales goals by 20% a quarter at all clinics
- Exceeded event goals by generating a minimum of 10 new patient consultations
- Led and coached team on overall best practices at events Created local collateral based on need
- Managed and executed design of magazine advertisement
Specialty Pharmaceutical Sales Representative
Shire Pharmaceuticals
05.2007 - 01.2012
- Specialized in ADHD disease state with treatments in Neuroscience such as Vyvanse, Intuniv, Daytrana & Adderall XR.
- Launched Vyvanse and Intuniv, while increasing market share growth within ADHD market providers
- Increased market share for Daytrana- focusing on a unique delivery system
- Maintained daily territory management with 80 physicians, 70 practices
- Exceeded leadership responsibilities by coaching and training other representatives on products and information
- Effectively implemented and executed marketing strategies, sales, and business plans in order to achieve quarterly quota, all while building strong business relationships
- 2011 YTD Ranking 284; Q2 ranked 95 of 541
- Special Incentive Rewarded 2 Quarters in 2011
- Special Incentive Rewarded 1 Quarter of 2010 Ranked: 221
Facility Services Sales Representative
Cintas Corporation
02.2006 - 05.2007
- Provided dust control, hygiene, and safety services for industrial businesses, all while reducing their housekeeping costs
- 16 new business presentations weekly
- 5 cross-selling leads to different division's weekly average
- Accomplished goal of Achiever's Club Award
- Created promotional products for prospective customers for partners
Education
MBA - Marketing
Capella University
Philadelphia2010
Bachelor of Arts - Sociology, Black World Studies
Miami University
Oxford, OH2005
Skills
- Marketing Strategy/Go-to-Marketing Plans
- Landing Page/Website Content Creation
- Trade Show/Event/Social Media Strategy, Planning & Execution
- PR/Media Relations Communication
- Inbound Marketing Expert (Hubspot, Pardot, Campaign Monitor)
- Digital Marketing/Google Analytics
- Product Marketing Management and Development
- Customer Relationship Management (CRM)
- Leadership
- Data-Driven Decision Making
- Cross-Functional Collaboration
- Partnership and Business Development
Timeline
Marketing Operations Associate
Laerdal Medical
07.2022 - Current
Product Marketing Manager, Software
Laerdal Medical
02.2020 - 07.2022
Marketing Manager- Brand, Product
B-Line Medical- A Laerdal Company
01.2018 - 02.2020
Marketing Strategist
B-Line Medical, LLC
08.2014 - 01.2018
Sr. Physician Sales and Marketing Representative
Vein Clinics of America
03.2012 - 08.2014
Specialty Pharmaceutical Sales Representative
Shire Pharmaceuticals
05.2007 - 01.2012
Facility Services Sales Representative
Cintas Corporation
02.2006 - 05.2007
MBA - Marketing
Capella University
Bachelor of Arts - Sociology, Black World Studies
Miami University
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