KELLIE BOVE

• Lead the marketing and branding efforts for 80-person staff, $32M organization representing 65,000 individuals and academic institutions.
• Direct the organization-wide marketing, communications and branding strategy and develops annual marketing plans and related KPIs to align with organization-wide strategic priorities.
• Manage website redesign branding, content strategy, CMS implementation and web team oversight.
• Oversee organization brand awareness, integrity, standards and reputation management.
• Supervise marketing, communications, social media, graphic design, video and website staff.
• Guide cross-departmental team of 18 on tailored messaging, outreach and stakeholders engagement.
• Lead creative discovery processes and apply brand vision to discrete subject matter areas.
• Recruit and equip brand ambassadors to promote organizational mission, vision and value.
• Oversee the development of digital and print collateral and campaigns to promote all public-facing programs, products, services, in-person and virtual meetings, conferences and courses.
• Guide Board leadership on vision, brand identity and messaging strategy.
• Inform strategic framework and presents to the Board of Directors on goals and objectives.
• Cultivate media relationships within oral health, health care and higher education.
• Develop and executes strategic marketing plans to support the mission of the organization.
• Promote a culture of collaboration to facilitate cross-functional project execution.
• Negotiate design and video contracts to keep costs low and meet budget targets.
• Manage financial operations, overseeing budgeting, forecasting and financial analysis activities.
• Oversee the day-to-day operations of the marketing department including budgeting, staffing, training, and performance management.
• Report on key performance indicators such as website traffic, conversion rate, cost per acquisition, return on investment.
• Manage external vendors such as media agencies, creative designers, printers. for successful execution of marketing initiatives.
• Develop and implements digital marketing plans to incorporate SEO, social media platforms and video campaigns.
• Define and execute long term brand strategy and positioning for multiple products across all channels.
• Prepare and execute comprehensive product launch plans, defining messaging and target audiences.
• Define core product messaging, positioning and differentiation strategies to align with overall strategic plan.
• Communicate key insights with internal stakeholders to define and address member needs.
• Develop and execute strategic plans to support the vision of the organization.

• Designed the organization's 100th anniversary logo and creative and developed and executed centennial brand campaign.
• Identified target audiences and developed strategies to reach them through various channels.
• Scripted and produced centennial event and testimonial videos to celebrate the past and share the brand story and roadmap.
• Developed the marketing campaign, messaging and visual brand that secured record-breaking abstract submissions and registration numbers.
• Drafted and edited speeches, scripts, articles and presentations for President/CEO and other organization leaders.
• Served as in-house strategic communications counsel, working cross-departmentally on content and messaging, campaign strategy, editorial, branding and style alignment, media training and interview prep.
• Supervised 12 direct reports spanning digital and print publishing, editorial services, membership services, marketing, communications, social media, video, photography, graphic design and website.
• Managed $2.5 million department budget, identifying areas of inefficiencies and investment opportunities.
• Collaborated with the leadership to refresh organization value proposition and define talking points to articulate member value proposition for institutional leaders.
• Reported to Board of Directors on marketing, communications, membership and publications initiatives and progress.
• Collaborated with senior leadership on strategic planning and identifying organizational priorities.
• Developed and implemented comprehensive marketing strategies to drive event attendance and attract new members.
• Oversaw development of promotional materials such as brochures, flyers, newsletters, and other collateral material.
• Negotiated contracts with third party partners for joint promotions or co-branding initiatives.
• Supervised team members responsible for content creation and distribution channels.
• Determined brand budgets and allocated resources to prioritize spending across programs and drive spending efficiency.
• Defined and executed long term brand strategy and positioning for multiple products across all channels.
• Led design and project teams with big-picture view of business and client requirements.
• Mentored marketing personnel on best practices and protocols to maximize productivity.
• Defined core product messaging, positioning and differentiation strategies to align with overall strategic plan.
• Determined target audiences for particular products and aligned campaigns with demographics.

• Designed and executed strategic marketing campaigns to drive growth and engagement in ADEA membership, conferences, initiatives, programs, products and services.
• Supervised six marketing, communications and website directors and senior managers.
• Oversaw all major organization sub-brands and related events and program branding and messaging.
• Managed cross-functional team to time communications efforts and ensure consistent messaging across channels.
• Oversaw external creative agencies on brand identity and logo development, ads, video, photography, web and email banners, social media graphics, brochures, postcards, program books, posters and direct mail pieces.
• Developed and managed marketing budgets for organization and 14 annual virtual and in-person conferences, membership marketing, prospective student digital initiatives and branding and design.
• Managed brand standards, messaging and design for organization sub-brands including the Foundation, the organization's flagship journal, annual conference, international arm and chapters.
• Implemented organization-wide social media policy and guidelines and oversaw eight official social media accounts including content and campaigns, monitoring, reporting, growth and alignment.
• Directed promotional and onsite video production, social media and media affairs at live and virtual events.
• Oversaw organization-wide video projects from contract negotiation and production through Q/A and dissemination.
• Developed and executed marketing campaigns, design and communications for 25 annual in-person and virtual conferences and on-demand content, four membership segments, six publications, bi-weekly webinars, four application services, six annual leadership and awards programs, member engagement, student recruitment, diversity, equity, inclusion and belonging, advocacy and public awareness initiatives.
• Oversaw annual Foundation Awards Gala nominations, attendee and sponsor marketing, digital and web presence, program book, signage, collateral and manage media relations with academic institutions, awardees and the public.
• Directed keyword search and social media ads campaign to promote careers in dentistry attaining 40,000 prospects, over 32,000 dental school applications and more than $2,800,000 in revenue.
• Analyzed the effectiveness of all marketing activities through data-driven metrics.
• Oversaw digital advertising initiatives including Google AdWords, Facebook Ads, and display ads.
• Led efforts towards increasing brand recognition through targeted campaigns across multiple channels.
• Executed updated marketing plans to increase branding exposure, customer traffic and sales.
• Supervised creation of marketing materials and collateral.
• Marketed products and services at trade shows and promotional events.
• Expanded personnel skill sets by mentoring marketing team both individually and in groups and evaluated marketing personnel.

• Managed organization-wide rebranding including development, implementation, roll-out and monitoring of new mission, values, promise, identity, logo and brand standards.
• Developed email, advertising, and website copy and incentive whitepapers for lead generation campaigns.
• Managed photography and video production, including promotional conference video and membership testimonials.
• Oversaw member, advocacy, and staff newsletters distributed to 60,000 subscribers.
• Partnered with membership director to develop member and prospective applicant personas for target marketing initiatives.
• Developed Foundation's donor marketing plans and drafted copy for donor site, brochures, donor cards, and solicitation letters to secure $100,000 in tuition support and $350,000 in donations.
• Created brand standards, logo and marketing materials for newly Board-approved Student Chapters.
• Launched policy "hot topics" webinar series drawing more than 200 participants per session and positioning the Association as a thought leader among higher education and health care communities.
• Drafted, deployed and reported on up to 45 media releases annually.
• Managed annual conference press room staff of eight and final editorial approvals for onsite press releases, social media, video capture, attendee outreach and daily print and digital publications.
• Spearheaded visual brand implementation for website redesign.

• Supervised team of five, including marketing managers, designers and web staff and managed creative agencies.
• Developed annual marketing plans for membership, six annual conferences, monthly webinars and product launches.
• Led target social media and testimonial campaigns for lead generation and member engagement.
• Garnered Board of Directors' support for key membership initiatives and reported quarterly to the Board.
• Managed marketing budget and provided quarterly projections to the executive leadership team.
• Directed exhibit and sponsorship marketing for five annual conferences and managed affinity programs
• Oversaw organization-wide website redesign and content strategy.
• Launched first-ever direct mail and online lead generation campaign that brought in 1,000 new members in six months.
• Developed standard operating procedures and participated in strategic planning to determine organizational priorities.
• Advised CEO on communications strategy and talking points, served as media contact and distributed press releases.
• Produced 10 quarterly newsletters, wrote articles, email and ad copy for in-house and industry trade publications.
• Developed association brand standards and enforced style and usage compliance with staff and 44 chapters.
• Evaluated individual and team business performance and identified opportunities for improvement.
• Produced thorough, accurate and timely reports of project activities.
• Analyzed business performance data and forecasted business results for upper management.

• Implemented marketing strategies spanning online advertising and lead generation, direct mail, email, telemarketing and event cultivation to grow membership by 4% annually.
• Managed 10-touch renewal series and seven-part member engagement campaign, membership acknowledgement, certificate and monthly member card programs.
• Designed graphics and logos for advertisements, newsletters, and other marketing collateral.
• Monitored competitors' activities to keep up with industry trends.
• Evaluated the effectiveness of marketing campaigns using analytics tools.
• Tracked budgets for all marketing initiatives and provided regular updates.
• Managed creation of marketing materials, collateral and sales support tools.
• Developed and supervised marketing campaigns and events to maximize income and achieve audience targets.
• Planned advertising campaigns for online, print and other mediums.
• Marketed products and services at tradeshows and promotional events.
• Tracked, analyzed and reported on marketing program results.
• Conducted brand and communications audit, led new logo and brand redesign effort and rolled-out new association brand standards to 75-person staff.

• Department Head, Committee Chair and English and Honors English Teacher.

• Managed brand awareness, event marketing, lead generation, sales collateral, public outreach, copywriting and editing.

Minors: Psychology and Secondary Education