Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic
Katie Devlin

Katie Devlin

Saline,MI

Summary

Senior marketing leader with 19 years of expertise in crafting and executing strategic marketing, sales, and operational strategies across diverse industries. Over 13 years of specialization in developing omni-channel marketing strategies for accelerated growth in sectors like automotive, healthcare, financial services, SaaS, higher education, and publications. Proficient in full-scale campaign execution using tools such as HubSpot, Marketo, IBM Silverpop, Google Analytics, LinkedIn Campaign Manager, and more. Adept at managing and coaching teams in various aspects of marketing, from message development to project management and media buying.

Overview

10
10
years of professional experience
1
1
Certification

Work History

Marketing Segment Alignment Senior Manager

FORVIS, LLP
01.2023 - Current
  • Developed 12-month national marketing strategy and integrated campaigns for FORVIS Consulting, delivering distinctive messaging across omni-channel tactics in collaboration with consulting and marketing leadership
  • Led the development and creation of annual national marketing strategies across 4 consulting practice areas, encompassing ideal client profiles, competitive research, business priorities, messaging, and integrated go-to-market campaigns for revenue growth in strategic accounts
  • Lead development of middle market business strategy and launched private equity value creation services, encompassing ideal client profiles, pain point solution mapping, messaging, editorial, sales enablement materials, digital, social, and print campaigns
  • Led team of 4 consulting marketing leads in annual strategy development, overseeing digital, social, account-based marketing, events, sponsorships, and opportunity and pipeline management.

Healthcare & Public Sector Marketing Manager

Plante Moran
04.2021 - 12.2022
  • Served as member of leadership team and strategic advisor to healthcare business partners, utilizing research, data, and marketing expertise to strengthen internal relationships and showcase business knowledge
  • Led and developed teams of four marketing professionals
  • Participated in firmwide marketing leadership team, contributing to staff development and guiding strategic direction of 90+ person department
  • Developed, executed, and managed integrated annual marketing plans for healthcare ($54M revenue) and public sector ($69M revenue) industries, driving strategic growth and revenue
  • Oversaw diverse industry sub-segments, including acute care, senior care, medical practices, government, higher education, and K–12, implementing sponsorship and event management ($340K budget), agency-managed paid media campaigns ($275K budget), and paid search and paid social campaigns ($90K budget)
  • Supervised lead generation initiatives with client-centric messaging and content strategy, emphasizing opportunity/lead management, reporting, and industry strategic account target program management
  • Established and monitored campaign objectives, utilizing analytics to measure performance, communicate outcomes, and optimize marketing strategies
  • Achieved 2022 performance metrics, including 11M impressions, .63% online display ad CTR, 610K video views, 40K campaign-specific page views, 925 leads generated, and $2.1M in marketing-sourced/influenced revenue.

Global Marketing Manager & Freelance Consultant

Opus IVS
08.2020 - 04.2021
  • Implemented HubSpot Enterprise Marketing software, integrating with Salesforce CRM to launch and manage opusivs.com website
  • Orchestrated digital marketing campaigns across US, UK, and AU business regions, utilizing unified website CMS and conducting ROI analysis
  • Generated and communicated lead source reports via Salesforce.com, delivering monthly pipeline reports that assessed effectiveness of marketing and sales activities
  • Led development, training, and management of global marketing department, overseeing two marketing specialists and graphic designer
  • Oversaw marketing department activities, including customer acquisition, product launches, sales support, and budget management
  • Successfully launched ScanSafe in new business segment in October 2020, generating 4,800+ leads and 153 sales through February 2021 via strategic media strategies and key relationships.

Product Marketing Manager & Freelance Marketing Consultant

ProQuest
04.2019 - 08.2020
  • Led creation of product messaging and sales enablement materials for diverse target audiences using sales targeting reports, collateral, presentations, objection management, FAQs, and competitive analysis
  • Collaborated with product management, conducting industry research, customer interviews, win/loss analysis, and interfacing with customer-facing teams to gain audience insights
  • Developed and executed marketing strategies for ProQuest Information Solutions' news ($50.5M) and genealogy ($30M) product portfolios, resulting in $80M in product sales growth
  • Analyzed marketing effectiveness and provided recommendations for optimizing activities, generating 97 marketing-qualified leads and 42 sales-qualified leads since April 2019
  • Orchestrated successful launch of TDM Studio, including value proposition development, imagery, solution sheets, website content, and post-launch marketing integration.

Regional Marketing Lead – North America

ProQuest
11.2018 - 04.2019
  • Oversaw strategic marketing planning and execution for two North American sales segments: Northeast Academic Sales and North American Customer Relationship Managers
  • Managed account-based marketing, regional event planning, lead generation campaigns, sales enablement materials, and post-sale usage support to drive new and renewal sales
  • Oversaw pivotal launch of ProQuest One Academic, organization's largest product release to date, leading teams in branding, imagery, and marketing strategy
  • This product remains cornerstone of company's offerings
  • Successfully executed comprehensive go-to-market plan, including media placement, budget management, and ROI analysis from launch through six months post-launch
  • Orchestrated successful launch event and provided sales with effective enablement and training materials
  • ProQuest One Academic, launched in January 2019, generated 203 active opportunities, $1.5M in sales, and $2.9M in open pipeline sales opportunities.

Campaign & Programs Lead – North America

ProQuest
04.2017 - 11.2018
  • Created market segment campaigns synchronized with peak sales periods, utilizing omni-channel marketing strategies and collaborating with product marketing and cross-functional teams
  • Conducted reporting and analysis of marketing and sales efforts, including budget allocation and return on investment assessment
  • Spearheaded development and design of comprehensive go-to-market strategies for schools, public libraries, community colleges, and customer relationship managers
  • Ensured campaigns aligned with new customer acquisition and existing customer renewals, yielding 346 opportunities influencing $2.6M in potential sales and closing 131 opportunities resulting in $1.4M in actual sales
  • Orchestrated strategic marketing support post-sale for 47 of 2018 Access & Build sales, delivering $294K in post-sales support, which included customized account landing pages and product library guides.

Senior Marketing Manager

Uckele Health and Nutrition
06.2016 - 04.2017
  • Managed product marketing for Uckele private brand products, covering product labels, collateral, pricing, promotions, advertising channels, budgeting, new launches, and brand loyalty
  • Directed website content, art direction, and communication programs
  • Oversaw integrated public relations, including press releases, community relations, industry publications, and event planning, both internal and external
  • Managed eCommerce marketing, successfully launching Uckele Health and Nutrition website (www.uckele.com) to achieve 2% online sales conversion rate
  • Orchestrated 8–10 annual trade shows and conferences, covering planning, booth design, product placement, collateral development, promotion planning, and budget management
  • Directly supervised team of three employees, including graphic designer, writer, and subject matter expert in veterinary matters.

Marketing Consultant

Freelance Marketing and Project Management
06.2014 - 12.2015
  • Specialized in strategic online marketing and project management, encompassing website design, lead generation, traffic strategies, email automation, social media, re-marketing, SEO, and search and display marketing
  • Conducted branding assessments and created collateral such as press releases, email campaigns, white papers, case studies, and more
  • Proficient in Salesforce.com, Microsoft CRM, Act-On, and various Content Management Systems (CMS), including WordPress, HubSpot, Wix, and Drupal
  • Designed and executed strategic paid search campaigns for large regional mortgage client, which included creating eight landing pages for customer and product segmentation
  • Launched campaigns in October 2015, achieving program record of 997 online and telephone leads in first month, boasting 5.2% click-through rate (CTR), and accumulating total of 32K leads year-to-date.

Education

Bachelor of Arts in Corporate Communication/Public Relations & Speech (graduated Cum Laude) -

University of Michigan
Ann Arbor, MI

Skills

  • Strategic Marketing
  • Campaign Development
  • Account Based Marketing
  • Business Development Strategies
  • Market Research
  • Lead Generation
  • Marketing Automation
  • Data Analytics
  • Content Strategy
  • ROI Analysis
  • Budget Management
  • Social Media Management
  • HTML 5
  • CSS Styling
  • HubSpot Marketing, CMS and Sales Hub
  • Marketo Engage
  • IBM Silverpop Email Marketing & Automation
  • Salesforce CRM - Performance Edition
  • Microsoft Dynamics CRM
  • Facebook Developer and Ads Manager
  • Twitter Ads
  • LinkedIn Campaign Manager
  • Google Analytics and AdWords
  • Omniture SiteCatalyst
  • Wordpresscom Management System
  • FiServ Premier Viewpoint Database Reporting and Report Author
  • FiServ Website Content Management Systems
  • Adobe Photoshop and Reader
  • Microsoft Office

Certification

  • Leading with Emotional Intelligence Training, FORVIS, 2023
  • Essentials of Management Training, ProQuest, 2019
  • IBM Marketing Cloud – Intermediate, IBM, 2017
  • IBM Watson Campaign Automation – Intermediate, IBM, 2017
  • Digital Marketer Certification, Internet Marketing Association, 2014
  • Leadership Effectiveness Training Certificate, Gordon Training International, 2012
  • Principles of Banking Certificate, American Bankers Association, 2012
  • Electronic Banking Officer Certification, BankersWEB.com, 2012
  • Project Management Certification, Franklin Covey, 2009

Timeline

Marketing Segment Alignment Senior Manager

FORVIS, LLP
01.2023 - Current

Healthcare & Public Sector Marketing Manager

Plante Moran
04.2021 - 12.2022

Global Marketing Manager & Freelance Consultant

Opus IVS
08.2020 - 04.2021

Product Marketing Manager & Freelance Marketing Consultant

ProQuest
04.2019 - 08.2020

Regional Marketing Lead – North America

ProQuest
11.2018 - 04.2019

Campaign & Programs Lead – North America

ProQuest
04.2017 - 11.2018

Senior Marketing Manager

Uckele Health and Nutrition
06.2016 - 04.2017

Marketing Consultant

Freelance Marketing and Project Management
06.2014 - 12.2015

Bachelor of Arts in Corporate Communication/Public Relations & Speech (graduated Cum Laude) -

University of Michigan

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Katie Devlin