Holly Rosenfeld
Seattle,WA
Summary
Senior Executive: Branding, Marketing, and Communications. Visionary leader with a proven record of driving marketing strategies that amplify brand awareness, foster community engagement, and inspire action. Expertise in leveraging storytelling, data-driven insights, and digital innovation to build trust and influence among diverse stakeholders. Adept at leading cross-functional teams, managing complex campaigns, and scaling strategic initiatives to achieve measurable outcomes.
Overview
23
23
years of professional experience
Work History
Executive Director, Branding, Marketing, and Programming
A Mindful State
07.2020 - Current
- Company Overview: A social initiative addressing behavioral health challenges in Washington
- Lead branding and marketing strategies for A Mindful State, a social initiative addressing behavioral health challenges in Washington
- Developed the concept and executed the go-to-market strategy; currently overseeing maintenance efforts pending Department of Health approval and funding decisions
- Designed and executed community-driven brand strategies that leveraged SEO, social media, and digital advertising, increasing engagement and visibility among underserved populations
- Partnered with 150+ BIPOC influencers to achieve KPIs, driving inclusive campaigns that emphasized authenticity and community connection
- Execute strategic storytelling and content creation to build trust and foster community
- Collaborated with senior partners and government officials, presenting the concept to secure advocacy and approval
- Established performance standards for a remote workforce of 25+, ensuring seamless collaboration among vendors and contractors
- Ability to move and inspire people to act through an articulated vision and direction; highly skilled in building interpersonal relationships and influencing others
- A social initiative addressing behavioral health challenges in Washington
Assistant Vice President, Marketing and Communications
MultiCare Health System
04.2022 - 07.2023
- Managed the marketing and communications function for MultiCare’s network of 11 business units, implementing cohesive brand and messaging strategies that supported system-wide objectives
- Translated business goals into marketing strategies and objectives facilitating business growth including creating and implementing innovative and effective programs to drive growth, engagement and retention
- Developed data-driven messaging hierarchy, reducing marketing duplication and increasing brand cohesion across a complex health system
- Collaborated with senior leadership across the organization to align marketing initiatives with organizational objectives
- Provided guidance and support to local markets by implementing marketing and communications processes and procedures to ensure consistency and best practices across all communities
- Drove top of the funnel growth through a combination of awareness and performance marketing with a focus on driving new and existing patients
- Launched innovative digital campaigns across paid search, display, and social media, elevating awareness and adoption
Director, Brand, Marketing, and Communications
Fred Hutchinson Cancer Center (FHCC)
01.2015 - 03.2020
- Provided executive leadership for branding, marketing, and communications at FHCC, positioning the organization as a leader in advanced immunotherapy
- Designed and executed integrated brand, marketing, communications campaigns that drove significant growth in patient volume, enhanced institutional reputation and brand affinity
- Oversaw brand positioning and messaging across all channels to ensure consistency and alignment with mission and values, driving growth and expanding the organization’s impact globally
- Directed all marketing efforts, including research, brand development and growth, content creation, public relations, and event management
- Managed market research and competitive intelligence to meet changing market and competitive conditions driving growth short- and long-term
- Championed digital-first event strategies expanding reach and engagement, achieving increase in market share
- Directed strategic initiatives to enhance brand reputation and foster meaningful engagement with key audiences
- Managed multiple agencies and consultants to aid in increasing brand awareness and driving thought leadership
- Established and directed all regulated and non-regulated communications to current and prospective audiences
- Reimagined events strategy increasing audience reach and engagement
- Utilized analytics and market research to continually assess brand health and identify opportunities for market expansion, resulting in substantial growth in regional reputation and market share
- Served as key spokesperson for cancer center, engaging with media and industry influencers
- Built, mentored and led diverse team of world-class marketing and communication professionals
Group Manager, Brand Strategy and Marketing Communications
Nordstrom
02.2011 - 12.2014
- Developed and executed brand initiatives that strengthened market position and drove significant consumer engagement
- Implemented the first-ever brand vision, creating a unified brand identity that resonated across channels and markets, domestically and internationally
- Led cross-functional teams to execute impactful campaigns, achieving an 8% increase in sales and 11% growth in customer spend, with a focus on maximizing ROI through efficient agency management
- Developed digital content strategies, increasing web traffic and engagement through targeted social media and website content
Group Manager, Branding, Advertising, Marketing Partnerships
Starbucks Coffee Company
03.2002 - 02.2011
- Directed marketing strategies and campaigns to support new product launches and brand initiatives, enhancing consumer loyalty and brand equity
- Delivered award-winning campaigns and experiential events that elevated Starbucks' brand perception and drove product sales growth
- Championed campaigns and strategic partnerships that opened new markets and solidified customer loyalty
- Effectively managed budgets exceeding $10M, aligning strategies with annual growth and revenue goals
Education
Bachelor of Arts - Business Administration
Foster School of Business, University of Washington
Skills
- Brand Management
- Strategic Brand Development
- Brand Identity
- Reputation
- Awareness
- Asset Creation and Governance
- Audience Segment
- Storytelling
- Content Strategy
- Agency Management
- Cross-enterprise Adoption
- Marketing Strategy
- Audience Segmentation
- Analytics and Insights
- Competitive Intelligence
- Event Strategy
- Short- and Long-term Strategy
- Donor Acquisition
- Retention Strategy
- Full-Funnel and Multi-Channel Marcomm Plan Development
- Communications & Public Relations
- Reputation Management
- Crisis and Issue Management
- Thought Leadership
- Digital Communications Strategy
- Messaging Development
- Community Engagement
- Public and Media Relations
- External and Internal Communications
- Spokesperson
- Strategic Leadership
- Cross-functional Collaboration
- Measurement and Reporting
- Budgeting and Financial Management
- Team Development
- Coaching & Mentoring
- Remote and On-site Team Management
- Agency and Vendor Partnerships
Pronouns
she/her
Competencies
Strategic Brand Development, Brand Identity, Reputation, Awareness, Asset Creation and Governance, Audience Segment, Storytelling, Content Strategy, Agency Management, Cross-enterprise Adoption, Audience Segmentation, Analytics and Insights, Competitive Intelligence, Event Strategy, Short- and Long-term Strategy, Donor Acquisition, Retention Strategy, Full-Funnel and Multi-Channel Marcomm Plan Development, Reputation Management, Crisis and Issue Management, Thought Leadership, Digital Communications Strategy, Messaging Development, Community Engagement, Public and Media Relations, External and Internal Communications, Spokesperson, Cross-functional Collaboration, Measurement and Reporting, Budgeting and Financial Management, Team Development, Coaching & Mentoring, Remote and On-site Team Management, Agency and Vendor Partnerships
Timeline
Assistant Vice President, Marketing and Communications
MultiCare Health System
04.2022 - 07.2023
Executive Director, Branding, Marketing, and Programming
A Mindful State
07.2020 - Current
Director, Brand, Marketing, and Communications
Fred Hutchinson Cancer Center (FHCC)
01.2015 - 03.2020
Group Manager, Brand Strategy and Marketing Communications
Nordstrom
02.2011 - 12.2014
Group Manager, Branding, Advertising, Marketing Partnerships
Starbucks Coffee Company
03.2002 - 02.2011
Bachelor of Arts - Business Administration
Foster School of Business, University of Washington
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