LAUREN HAYWOOD
Mooresville,NC
Summary
Dynamic and experienced marketing professional with over 20 years' experience in all facets of marketing. Skilled at go-to-market strategy, digital marketing, content strategy, product marketing, brand building, analytics, market research and developing strong cross-functional relationships with key stakeholders. Industries served include banking and financial services, energy, SaaS, and healthcare.
Overview
24
24
years of professional experience
Work History
Director of Marketing and Business Development
BENISAVE (Healthcare start-up)
11.2023 - Current
- Direct business development and marketing including lead gen, social media, paid media, content strategy, and marketing campaign management.
- Developed and executed the GTM strategy for BeniSave including target market analysis, messaging, positioning, pricing, sales enablement materials, and webinars.
B2B GTM Marketing Manager (Contractor)
CREATIVE CIRCLE AND ROBERT HALF, INC.
02.2023 - 10.2023
- Developed multi-channel marketing strategies focused on increasing leads for ales teams.
- Lead the B2B GTM efforts for a myriad of products including webinars, workshops, and eLearning initiatives.
- Spearheaded new lead generation strategies for the CAM product launch that increased website conversions by 10%.
- Drove A/B testing and optimization for email campaigns, landing pages, social campaigns, lead nurturing content, etc.
Director of Marketing
ASPIRA WOMEN'S HEALTH (bioanalytical-based start-up focused on women's health)
11.2021 - 09.2022
- Spearheaded B2B GTM (go-to-market) strategy for launching the OVAWatch product, employing a multi-channel strategy to drive demand and lead gen conversions.
- Revised marketing collateral to increase brand awareness of new product positioning and messaging for existing products leading to an increase in sales of 8% in Q2 2021.
- Managed social media strategies across channels to increase brand awareness and engagement.
Director of Marketing
LUMEDIC, (now TEGRIA)
10.2020 - 09.2021
- Built and managed Lumedic's marketing team of 9 staff consisting of product marketing, content marketing, digital strategy, market research, branding, and marketing operations.
- Developed an extensive GTM B2B and B2C strategy designed to drive growth of Connect, the first US vaccine passport.
- Spearheaded Lumedic's brand redesign to be viewed as a disruptor in the med tech industry.
Sr. Product and Marketing Manager
DISCOUNT BENEFITS NETWORK
03.2019 - 09.2020
- Developed and executed digital marketing strategies including email, social media, and content.
- Enhanced the open rate for online campaigns by 25% and decreased bounce rate by 32%.
- Created sales enablement materials, business development call scripts, and email campaigns to support the sales team.
Sr. Product Marketing Manager
AVIDXCHANGE
06.2017 - 02.2019
- Directed the Go-To-Market strategy (SWOT analysis, positioning, messaging, target market, sales enablement, and pricing) for the AvidPay B2B Payments product suite.
- Managed the competitive intelligence program to provide competitive analysis, battle cards, and FAQ's on AvidXchange's competitors.
- Analyzed customer insight research to share voice of customer data with product development.
Director of Marketing
LOST & FOUND, INC.
02.2016 - 03.2017
- Developed, implemented, and managed the digital marketing strategy including website redesign, content marketing, and social media,
- Established the blog and social media strategy across channels to support sales efforts and increase brand awareness.
- Collaborated with the sales team to develop targeted lead generation campaigns that accelerated pipeline growth.
Marketing Consultant
HAYWOOD MARKETING GROUP
03.2012 - 12.2015
- Marketing consulting practice supporting businesses with brand optimization, digital strategy, social media, persona and buyer journey, content, and voice of customer research
- Past clients include: Exxon Mobil, Living PlanIT, SA, National Society Daughters of the American Revolution, OneStopOrganize, The Schiff Group, Score, Inc.
Marketing Director
NATIONAL RURAL ELECTRIC COOPERATIVE ASSOCIATION (NRECA)
09.2000 - 01.2012
- Directed a marketing department focused developing and executing marketing and sales strategy for NRECA's $11.5 billion insurance and financial services division including group medical, 401(k), pension, and the Homestead Funds mutual funds.
Associate Director, Community Bankers
AMERICAN BANKERS ASSOCIATION
- Supported the Community Bankers Division through sponsorship development, conference agenda, and exhibit management.
Bank Branch Manager
FIRST CHARLOTTE BANK, NC FEDERAL, AND NCNB
- Managed daily branch operations, conducted consumer and commercial loan analysis and approvals, and provided superior customer service to bank branch customers.
Education
MBA - Business Administration And Marketing
AMERICAN UNIVERSITY
Washington, DCBachelor of Arts - Political Science
UNIVERSITY OF NORTH CAROLINA At Chapel Hill
Chapel Hill, NCSkills
- Digital Strategy
- Social Media
- Content Strategy
- Go-to-Market Strategy
- Product Marketing
- CRM Strategy
- Marketing Analytics
- Staff Management
- Bank Branch Management
- Consumer and Commerical Lending
Websites
Timeline
Director of Marketing and Business Development
BENISAVE (Healthcare start-up)
11.2023 - Current
B2B GTM Marketing Manager (Contractor)
CREATIVE CIRCLE AND ROBERT HALF, INC.
02.2023 - 10.2023
Director of Marketing
ASPIRA WOMEN'S HEALTH (bioanalytical-based start-up focused on women's health)
11.2021 - 09.2022
Director of Marketing
LUMEDIC, (now TEGRIA)
10.2020 - 09.2021
Sr. Product and Marketing Manager
DISCOUNT BENEFITS NETWORK
03.2019 - 09.2020
Sr. Product Marketing Manager
AVIDXCHANGE
06.2017 - 02.2019
Director of Marketing
LOST & FOUND, INC.
02.2016 - 03.2017
Marketing Consultant
HAYWOOD MARKETING GROUP
03.2012 - 12.2015
Marketing Director
NATIONAL RURAL ELECTRIC COOPERATIVE ASSOCIATION (NRECA)
09.2000 - 01.2012
Associate Director, Community Bankers
AMERICAN BANKERS ASSOCIATION
Bank Branch Manager
FIRST CHARLOTTE BANK, NC FEDERAL, AND NCNB
MBA - Business Administration And Marketing
AMERICAN UNIVERSITY
Bachelor of Arts - Political Science
UNIVERSITY OF NORTH CAROLINA At Chapel Hill