LAILA HIRSCHFELD

Accountable for the entire life cycle of NASSP and NHS membership—renewal, recruitment, retention, and member experience—representing more than $10M in revenue. Charged with building and recruiting a membership team, including coaching existing staff to take on new roles and responsibilitie. Collaborate with senior leadership team to reimagine value proposition and transform membership from a transactional relationship to an engaged, empowering experience.

• Built relationships with members and community to establish long-term business growth.
• In close collaboration with Communications and Digital teams, develop and implement strategic approach for engaging new and returned members, including marketing materials, direct mail, social media, and life cycle email message and marketing
• Create member messaging, including executive and internal messaging for state partners at virtual and in-person convenings
• Ideate and provide broad consultation for communications strategies, earned media and internal publications
• Collaborate with information systems team and other data teams to improve data integrity, develop new reports, and streamline existing reports
• Create crisis plan to address constantly changing membership position

Leveraged the PBS and PBSKids brands and broadcast properties to build and design successful marketing campaigns and transformational engagement programs for educators and children. Maximized opportunities for growth among existing outreach programs, including the oversight of programs serving more than 15K families in 40 states as part of a $75 million grant from the Department of Education. Supervised, coached, mentored, and provided leadership for a high functioning team of 7 direct reports, 5 indirect reports, several consultants and more than 50 educator contributors

• Initiated and nurtured relationships with key media partners, station leaders, education influencers, educators, funders, and executive leadership to advance the mission and build brand recognition
• Oversaw PBS Teacher’s Lounge blogsite from inception: current annual page views 2.2 million (130K monthly and 60K unique users monthly
• Provided transformative in-person and digital experiences to a broad spectrum of multi-cultural audiences and market segments

Managed OEA brand, media relations and campaigns to address public communications in crisis situations. Developed and implemented strategic plans for new and existing initiatives, advocacy, and public relations campaigns. Provided communications leadership and consultation to statewide coalitions and campaigns, including the state’s largest labor table, Executive Branch task forces, and legislative lobbying groups.

• Built and strengthened relationships with members of media in order to promote positive coverage.
• Served as an association spokesperson, and promoted OEA work through direct contact with a variety of news media organizations and personnel
• Developed and maintained a communications dashboard with clear targets for expansion of reach to diverse stakeholders
• Created and disseminated print and digital materials, including web and social media content, paid, and earned media, videos, letters, op/eds and other formats that drove awareness
• Distilled complex messages for broad audiences, managed all association crisis communications and provided media training
• Drafted speeches for executive leaders and advised on media talking points.

Developed brand guidance, key messages, and communications products (including videos, printed materials, events, and social media) for a three-million-member organization, ensuring consistent branding, messaging, and content.

• Managed daily activities associated with assigned brands, including project management, creative development, execution, approvals, tracking, and reporting. Fostered and maintained relationships with reporters, bloggers, and online influencers
• Led signature integrated campaigns including Read Across America
• Wrote curriculum, created materials, and delivered the advanced message and media training to association leaders
• Monitored market trends and oversaw advertising and marketing activities to ensure appropriate and consistent message delivery
• Implemented and supported innovative, attainable, and successful digital marketing campaigns
• Coordinated with graphic designers, photographers, and copywriters to create NEA campaigns

Developed and implemented business plan and strategic direction for the College’s marketing program, establishing an award winning ‘segment-led’ marketing approach. Oversaw a £500,000 ($1 million) budget and marketing team of six.

• Conceptualized brand identity, brand architecture and tone for both the College and the emerging University of the Highlands and Islands.
• Implemented new brand and style across every aspect of the college including marketing materials, business correspondence, and physical spaces within the College.
• Directed design and content of: annual full-time and part-time catalogs; publicity brochures; website and online communications; internal communications; alumni material; direct mail; advertising; annual reports and all other publications
• Supervised and project-managed website re-design
• Managed all market research as a means of measuring effectiveness of marketing activity
• Supervised all college events, including open days; graduation and school visits

Wrote and implemented the communications strategy for a variety of advocacy campaigns, including a 24-State campaign to save Social Security
• Crafted messages for civic engagement and issue programs
• Pitched to national and local media
• Provided media training and support to 24 state affiliates
• Organized press events and served as spokesperson when needed
• Wrote and edited all outgoing communication including speeches, monthly newsletter and the nationally recognized Corporate Truth Squad
• Represented USAction in a number of coalitions and task forces

Established and directed the communications strategy for 10th largest PAC in the nation, managed complete overhaul of marketing materials and website.

• Created online marketing campaigns to increase activist list by 15 percent.
• Wrote and edited press releases, quarterly newsletter, web site content and all promotional materials.
• Supervised design of all materials.
• Conducted media training and provided guidance for communications professionals on state and local campaigns.
• Promoted and marketed the organization using both traditional and non-traditional media.

Initiated and implemented marketing objectives and promotion plans for a multitude of social justice campaigns. Created company brand messaging, collateral materials, customer events, promotional strategies and product commercialization.

• Created, wrote and supervised advertising campaigns and ad buys.
• Managed the production and design of all materials and publications.
• Coordinated the production of multimedia packages including project materials, brochures, and videos.
• Supervised budget and vendors for all publications and marketing projects.
• Researched industry and marketplace trends to develop marketing solutions and enhance business operations.
• Developed all written materials for grassroots and field operations, including print and online publications.
• Crafted and communicated complex messages to over 150,000 activists and members, on and offline.
• Supervised staff writer and interns.
• Managed budget and vendors for production of all field publications and materials.
• Edited written work for all field staff.

• With Distinction
• Ranked number 1 in class
• Thesis: VOTING WITH HER RIGHT HAND: SEGMENTING POTENTIAL SINGLE WOMEN VOTERS USING TWO CONSTRUCTS OF THE TRANSTHEORETICAL MODEL

• Study Abroad: Lancaster University, Government
• 3.6 GPA
• Dean's List, all semesters
• Government & Politics, With Honors