Lori Kassab
Summary
Offering a strong foundation in strategic thinking and analytical skills, with a keen interest in learning and growing within the industry. Demonstrates the ability to quickly grasp complex concepts and translate them into actionable strategies that align with business goals. Possesses strong analytical, communication, and teamwork skills, with a proven ability to quickly adapt to new environments. Eager to contribute to team success and further develop professional skills, bringing a positive attitude and commitment to continuous learning and growth.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Sr. Program Strategist
American Academy of Family Physicians
07.2021 - Current
- Leads cross-divisional strategic planning, design, and implementation of the organization's education portfolio, producing the annual education master plan
- Directs the operations of the Education Advisory Panel, facilitating their contribution to content development and curriculum development
- Oversees the academy's ACCME application process, ensuring continued Accreditation with Commendation for the education program
- Facilitates operations for commercial funding and external partnerships, project management, and budget development
- Division owner for process and tools that help enhance team productivity, foster collaboration and boost innovation
Account Director
Stephens & Associates Advertising
12.2019 - 06.2021
- Oversaw agency's largest account, CareCredit, delivering B2B2C/D2C marketing strategy for Healthcare and Health Systems markets, in addition to Product Marketing
- Developed new client accounts and ideates to expand existing accounts
- Liaison to senior-level clients providing best-practice guidance and solutions
- Directed campaign execution and communication with cross functional teams
- Managed budget and accurately forecasts revenue opportunities
- Implemented Health & Beauty task force developing custom pitches for potential clients
Brand Manager
American Academy of Family Physicians
08.2018 - 07.2019
- Led B2B brand strategy for CME business to drive engagement for members and revenue for the association
- Developed marketing plans to support operational objectives for new and legacy product offering of live, self-study and on-demand courses, including the annual FMX event
- Created multi-channel integrated campaigns for channel tactics including email, social, search, web, direct mail, and print/digital advertising
- Facilitated market research, campaign analysis and managed budget financials
Digital Marketing Manager
Beauty Brands
02.2014 - 04.2018
- Led D2C strategic planning for email marketing and e-Commerce teams
- Managed1:1 customer journey strategy for digital channels
- Executed30+ email campaigns monthly to over800k email subscribers
- Delivered ROAS reporting and analysis to executive team
- Oversaw ESP migration and achieved33% increase in online sales
- Directed PR, social media, and influencer program initiatives
Product Marketing Manager
Garmin
11.2011 - 11.2013
- Directed B2B2C/D2C go-to-market strategies and global launch plans for Marine segment
- Developed product positioning, messaging, target audience and features/benefits
- Conducted competitive analysis & market research and collaborated with key stakeholders
- Collaborated with key stakeholders and responsible for business segment scorecard
Brand Communications Specialist
Garmin
01.2009 - 11.2011
- Led B2B2C/D2C advertising initiatives for Outdoor and Marine segments
- Developed campaign tactics for print, digital, POS, packaging, trade show and out-of-home marketing
- Served as SME for creative team on campaign ideation and strategy
Marketing Project Manager
Garmin
06.2007 - 01.2009
- Managed Sales & Marketing projects for key retailers, distributors, and industry trade shows for Automotive and Mobile segment
- Administered market analysis, sales presentations, and ad hoc projects
- Oversaw development and rollout of new US packaging design for retail
Program Team Manager
The Sunflower Group
06.2005 - 04.2007
- Managed D2C product launch events for Fortune500 CPG clients including: Unilever, Proctor & Gamble, J.M Smucker Company and Wal-Mart
- Executed guerrilla marketing tactics, sponsorship, and activation at the point-of-sale
Sales Manager
Great Wolf Lodge
03.2003 - 06.2005
- Member of opening team and responsible for all aspects of selling, planning and coordination of meetings, on-site events, and group room blocks
Director of Tourism
Hollywood Chamber of Commerce
10.2001 - 12.2002
- Led global initiative to promote Hollywood, CA as a destination for tourists
- Managed launch of new visitor center and2002 Visit California tourism campaigns
- Organized monthly tourism committee and variety of local community events
- Assisted with special projects including the Hollywood Walk of Fame ceremonies,2002 Blockbuster Hollywood Christmas Spectacular and2002 Academy Awards
Education
Bachelor of Science - Parks, Recreation & Tourism
University of Missouri
Skills
- CRM: SalesForce, SharePoint, Microsoft Teams
- Project Management: JIRA, Confluence, Trello, Smartsheet, Base Camp, Workamajig, Pro Workflow, Open Water, Microsoft Office Suite
- Analytics: Power BI, Google Analytics, Litmus
- Design: Adobe Creative Suite, InDesign, HTML, Litmus, Cheetah Digital, Bronto, Experian, Hootsuite
- Financial: Adaptive Planning
Awards
AAFP SPOT Recognition Award, July 2019
AAFP STAR Award, October 2021, July 2022, June 2024, November 2024
Beauty Brands Business Impact Award, October 2017
Certification
- Jira Certificate (Server Edition), LinkedIn Learning, July 2021
- Jira Fundamentals Badge, LinkedIn Learning, September 2021
- Confluence Fundamentals Badge, LinkedIn Learning, October 2021
- PowerBI Dashboards Certificate, LinkedIn Learning, April 2023
- Essential Business Communication Skills Certificate, LinkedIn Learning, October 2024
- Building Innovation Skills Certificate, LinkedIn Learning, December 2024
- Management Professional Certificate, LinkedIn Learning, December 2024
Timeline
Sr. Program Strategist
American Academy of Family Physicians
07.2021 - Current
Account Director
Stephens & Associates Advertising
12.2019 - 06.2021
Brand Manager
American Academy of Family Physicians
08.2018 - 07.2019
Digital Marketing Manager
Beauty Brands
02.2014 - 04.2018
Product Marketing Manager
Garmin
11.2011 - 11.2013
Brand Communications Specialist
Garmin
01.2009 - 11.2011
Marketing Project Manager
Garmin
06.2007 - 01.2009
Program Team Manager
The Sunflower Group
06.2005 - 04.2007
Sales Manager
Great Wolf Lodge
03.2003 - 06.2005
Director of Tourism
Hollywood Chamber of Commerce
10.2001 - 12.2002
Bachelor of Science - Parks, Recreation & Tourism
University of Missouri