LILLIAN HOPPER
Reston,VA
Summary
Innovative, strategic Marketing leader skilled in developing and implementing marketing strategies that identify opportunities, increase brand visibility and market share. Successful management of marketing programs and teams with proven results for B2C and B2B Fortune 100 companies, agencies, and start-ups.
Overview
18
18
years of professional experience
1
1
Certification
3
3
years of post-secondary education
Work History
Senior Manager, Global Integrated Marketing
Neogen
Lansing, MN (Remote)
06.2023 - Current
- Drove significant market share growth with launch of innovative product lines (NPIs) for Petrifilm brand.
- Led the development of the first strategic brand strategy to increase brand awareness, identify opportunities for differentiation and capitalize on unique selling points.
- Secured key partnerships that contributed to the company's overall growth and market reach.
- Developed comprehensive go-to-market strategies for new product launches, resulting in successful market penetration.
- Leveraged data analytics insights for informed decision-making in critical areas such and marketing and sales forecasting, marketing influenced revenue, and budgeting.
- Transformed organizational culture to embrace continuous improvement, leading by example and mentoring teams.
- Navigated company through periods of significant change, maintaining focus on long-term strategic goals.
- Managed annual budgets effectively, reallocating resources as needed to maximize ROI on marketing spend.
- Secured high-profile PR opportunities, elevating company reputation and visibility in the industry.
- Enhanced customer engagement by implementing effective social media strategies and content creation.
- Managed a high-performing marketing team of 12, ensuring alignment with overall business objectives.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Expanded market presence through the identification of new opportunities in emerging markets or untapped customer segments.
- Optimized sales funnel performance, streamlining lead generation processes for improved conversion rates.
- Directed market research initiatives to gain valuable insights into consumer behavior trends and preferences, informing future strategy decisions.
Senior Manager, Global Partnership Solutions
Compassion
Colorado City, CO (Remote)
07.2021 - 05.2023
- Led the development and implementation of growth marketing strategies, implementation, and orchestration of omnichannel campaigns for four primary segments.
- Designed, implemented and enhanced global marketing initiatives to maximize reach and product sales.
- Analyzed market trends and competitive landscape to understand opportunities and potential value.
- Developed lead generation strategy framework for end-to-end funnel management.
- Partnered with Global Sales Directors, Product, Operations, and Account Managers on communication directives.
- Directed department of three managers and perform quarterly evaluations.
- Reported to the VP, Marketing.
Senior Manager, Global Marketing Communications
Danaher Corporation (OTT)
Kempten, Germany (Remote)
05.2017 - 07.2021
- Developed and implemented global go-to-market and scalable marketing strategies for eight renewable energy, water quality, and agricultural SaaS and hardware brands headquartered in Germany, United Kingdom, North America, France, China, India, The Netherlands, and Brazil.
- Crafted marketing campaigns, lead generation programs and attribution models, resulting in an "always on" marketing platform yielding a 40% increase in lead volume and 15% increase in revenue within the first year.
- Created an integrative campaign strategy, template , and process utilizing personas, messaging, storytelling, customer journey and content as cornerstones of the campaign planning adopted by global partners.
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives.
- Developed high-converting/low effort content strategy to develop content pipeline for 15 segments.
- Spearheaded the primary/sub-brand brand strategy redesign and rollout including the development of the brand book, style guidelines, and brand assets.
- Led the website redesign project including focus groups, UX/UI assessments, PIM, CMS and DAM systems, and ultimately the launch of the OTT HydroMet website.
- Responsible for Account Based Marketing programs, global KPIs, Federal GSA account strategy, and marketing revenue contribution.
- Reorganized the marketing team and engineered the marketing processes and systems to improve operations and efficiencies in a complex matrix environment.
- Managed a team of four managers and one associate.
- Reported to the VP, Marketing.
Director of Sales and Marketing
Bamboo
Reston, VA (Remote)
01.2015 - 05.2017
- Implemented sales and marketing program to support company objectives, resulting in a 27% increase in new business in a flat market for the largest Microsoft SharePoint third-party SaaS and web & cloud part software partner.
- Exceeded sales quotas and increased profitability through effective sales strategy and business planning.
- Cultivated and maintained strategic alliances with key partners and vendors.
- Developed eCommerce funnels to increase revenue and customer retention.
- Organized promotional user group events and interacted with Microsoft community to increase sales volume.
- Engaged in product training, demonstrations, consumer awareness, branding and acquisition initiatives to raise awareness and revenues.
- Developed and implemented a targeted global customer-oriented marketing strategy, specifically focusing on content, paid search and loyalty programs which increased conversions month-over-month by 38%.
- Led the selection and implementation of Marketo; and integration to SFDC and proprietary software.
- Managed a team of 10 associates and 5 managers.
- Reported to the CEO.
Interactive Content Director
Illinois Lottery
Chicago, IL
12.2012 - 01.2015
- Led the interactive content strategy development, production and execution as well as ecommerce operations for Illinois Lottery.
- Developed the first lottery mobile gaming app in the United States with core team.
- Leveraged web and mobile analytics, A/B testing, social listening, usability and market segmentation data to successfully align marketing initiatives with revenue targets for content.
- Collaborated with marketing, design teams and production team to develop and plan compelling and successful content.
- Conducted editorial meetings with staff members to collaborate and review proposed publication and production suggestions.
- Developed CMS management guidelines to improve user experience resulting in a 25% increase in page views and a 35% increase in customer conversion.
- Enriched the customer experience on the Illinois Lottery site including, but not limited to, improving the ecommerce shopping cart checkout UX/UI, improving the UX of the primary digital content platform, developing and deploying a retailer locator, and implementing third-party apps for gaming promotions.
- Reported to Senior Marketing Director.
Digital Content Strategist
McDonald's, The Marketing Store
Chicago, IL
07.2012 - 01.2013
- Developed McDonald's 365 national content strategy for website, social and events for millennial line of business.
- Studied demographic data to determine optimal targets, competitor offerings and tactics for persuasion for millennials.
- Identified appropriate marketing channels and target customers through social listening and market research.
- Coordinated with social media, public relations and other teams to execute product introductions such as McCafe and All Day Breakfast.
- Maximized advertising efforts by developing content for media relations, corporate communications and social media posts.
- Collaborated with McDonald's C-suite and product development team to effectively modernize and update promotions.
- Tracked key metrics and developed spreadsheets and data models.
- Reported to the Director, Digital.
Director of Marketing
Downtown Silver Spring
Silver Spring, MD (Washington DC Suburb)
01.2007 - 07.2012
- Led the revitalization of the downtown Silver Spring Arts & Entertainment corridor by developing a comprehensive retail marketing strategy, major event activation schedule, community engagement strategy, and merchant marketing plans.
- Catapulted retail sales 71% and increased foot traffic (unique visits) by 50% by leading the planning, implementation and execution of 200+ marketing activations and developing 50 custom marketing plans.
- Increased net profit by 40% by introducing a new event sponsorship revenue stream.
- Introduced social media into marketing mix and developed two social media communities from zero to over 17,000 in less than two years.
- Served on the Silver Spring Arts & Entertainment District Board of Advisors.
- Managed a team of 30 associates.
- Reported to the General Manager and Montgomery County Council.
Education
Master of Arts - Marketing
University of Maryland University College
College Park 01.2023 - 06.2026
Bachelor of Arts - English: Language, Writing and Rhetoric
University of Maryland College Park
College Park, MD2021
Skills
- Strategic Marketing
- Project Management
- Brand Management
- Campaign Planning
- Lead Generation
- Communications Management
- Sales Expertise
- Digital Marketing
- Product Marketing
- Analytics and SEO
- Competitive Analysis
- Marketing and Advertising
- Marketing Automation
- Event Planning
- Brand Positioning
- Media Relations
- Marketing AI
- Marketing Performance Measurement
Accomplishments
- Recipient of the Future Decoded Top 50 InBound Marketing Excellence award.
- Recipient of a Maryland General Assembly citation for organizing the largest cultural event in Maryland.
Personality Assessments
Gallup StrengthsFinder: Top 10 Strengths - Achiever, Maximizer, Strategic, Ideation, Self-Assurance, Futuristic, Connectedness, Learner, Relator, Analytical
Leads with Strategic Thinking
Myers-Briggs - ENTJ
Sparketype - The Scientist
Certification
- Lean Sigma, Danaher - 2017
- Managing Lean - Problem Solving Process - 2020
- Google Analytics Certification - 2021
- Situational Leadership - 2022
- The Marketing Seminar - 2022
- Speed of Trust - 2023
- Inactive Top Secret Security Clearance
- Digital Transformation With Marketing AI - 2024
Timeline
Senior Manager, Global Integrated Marketing
Neogen
06.2023 - Current
Master of Arts - Marketing
University of Maryland University College
01.2023 - 06.2026
Senior Manager, Global Partnership Solutions
Compassion
07.2021 - 05.2023
Senior Manager, Global Marketing Communications
Danaher Corporation (OTT)
05.2017 - 07.2021
Director of Sales and Marketing
Bamboo
01.2015 - 05.2017
Interactive Content Director
Illinois Lottery
12.2012 - 01.2015
Digital Content Strategist
McDonald's, The Marketing Store
07.2012 - 01.2013
Director of Marketing
Downtown Silver Spring
01.2007 - 07.2012
Bachelor of Arts - English: Language, Writing and Rhetoric
University of Maryland College Park