Summary
Overview
Work History
Education
Skills
Additional Information
Timeline
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Melissa N. Wendt

Summary

Performance-driven Marketing leader with 20+ years of experience creating and implementing marketing strategies, executing budget plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills. Detail-oriented, attentive and decisive leader.

Overview

25
25
years of professional experience

Work History

Sr. VP, Integrated Marketing Communications

Health + Commerce
05.2023 - Current
  • Demonstrate proficient leadership skills to motivate employees and build competent teams.
  • Collaborate with senior management to develop strategic initiatives and long term goals.
  • Oversee account budgets, internal billings and monthly P&L to achieve financial goals, and allocate resources effectively.
  • Identify opportunities to improve business process flows and productivity.
  • Manage branding campaigns and event marketing initiatives across events, print, video, web and social media.
  • Translate market research insights into differentiated value propositions.
  • Drive strategic operational and company procedural improvements resulting in 10% increase in revenue in less than three months.
  • Hired and managed employees to maximize productivity while training staff on best practices and protocols.
  • Identify low-cost opportunities to increase visibility and drive traffic and leads.
  • Seeks input and works closely with experts in the field to outline project specifications, craft strategic messaging, and create content to meet marketing communication demands.
  • Developed measurement tools, dashboards and reports to track program effectiveness and ROI to measure effectiveness and optimize marketing campaigns.
  • Business Areas: Products, services and integrated technologies in orthopedics; companion animal health; augmented reality technology for spine surgeons

VP MARKETING

OVATION
11.2021 - 05.2023
  • Drove company branding efforts to increase market presence and brand recognition.
  • Developed overall marketing strategy and supported implementation across four departments.
  • Managed marketing team comprised of graphic artists, content writers and marketing coordinators.
  • Increased sales by 25% within first 12 months.
  • Increased market awareness and penetration through development of marketing plans, business reviews, budgets, and forecasts.
  • Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
  • Devised content strategy to effectively engage target audiences.
  • Utilized marketing automation tools and CRM to manage the marketing funnel and drive conversions.
  • Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
  • Devised data visualization dashboards to make complex data more accessible to stakeholders.
  • Supervised proposal development in response to RFPs within healthcare associations and food and beverage markets.
  • Business Areas: Corporate event production (in person, virtual, hybrid for healthcare, FinTech, F&B companies)

VP MARKETING

DEMAND DRIVEN TECHNOLOGIES
05.2019 - 11.2021
  • Generated awareness on digital and traditional platforms: Increased web traffic by 50% YOY; LinkedIn followers increased 500% YOY; Form fill outs increased by 400% YOY.
  • Strategically created product demand through identification of growth opportunities, implementation and evaluation of marketing initiatives and targeted segmentation strategy.
  • Built KOL network; Suggested ideas for case studies to generate compelling evidence for global market to support product claims.
  • Identified and evaluated new technologies and add-on applications to improve and optimize marketing team efforts.
  • Collaborated with cross-functional teams to oversee key processes related to development and delivery of product features and upgrades.
  • Drove company branding efforts to increase market presence and brand recognition.
  • Developed, executed, and measured effective demand generation programs that positively impacted pipeline development and revenue.
  • Built KOL network; suggested ideas for case studies to generate compelling evidence for global market to support product claims.
  • Recruited and led an agile and high-performance marketing and sales team.
  • Continually evaluated marketplace trends and oversaw gathering of competitive intelligence within markets and across service lines.
  • Oversaw and guided brand marketing programs to optimize user product experience.
  • Assembled reports and presentations to share insights and recommendations with stakeholders.
  • Business Areas: SaaS, Demand Driven MRP, Supply Chain Materials Planning, S&OP and Scheduling & Execution Software

MARKETING MANAGER

AVANOS MEDICAL
06.2015 - 05.2019
  • Collaborated cross-functionally to create company brand messaging, collateral materials, customer events, and promotional strategies.
  • Implemented content marketing strategies to generate opportunities, identify leads and build pipeline.
  • Trained Business Development Rep to qualify leads prior to passing on to sales representatives.
  • Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
  • Maintained documentation, detailing assignments, in-progress work and completed project milestones.
  • Frequent communication with Regulatory and Legal to ensure product labels, claims, and marketing literature are all in compliance with industry and company standards.
  • Managed Key Opinion Leader relationships with professional education, clinical affairs and Pain Management societies including cadaver workshops and symposia.
  • Used data analytics to track lead generation campaigns and improve quality.
  • Business Areas: Wound Care, Chronic Pain, Respiratory Health, Digestive Health, Surgical and Infection Prevention

ACCOUNT DIRECTOR

RAINMAKER HEALTHCARE
10.2013 - 06.2015
  • Developed 30-60-90-day business plans to capture revenue and strengthen client relationships
  • Oversaw execution of digital and print marketing directives to ensure high-quality, efficient work that stayed on brand and met client expectations.
  • Hired and helped build US Team to support largest-growing medical device client.
  • Managed print and digital media planning, negotiation and buying.
  • Applied business and marketing knowledge to develop briefs and pitches for customer projects.
  • Directed client projects with eye for quality and customer needs.
  • Led quantitative and qualitative market research efforts.
  • Built relationships with customers and community to establish long-term business growth.
  • Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.
  • Organized promotional events and interacted with community to increase sales volume.
  • Business Areas: Wound care, surgical gloves and apparel

BRAND MANAGER

Red House
03.2011 - 10.2013
  • Implemented multiple business to business sales campaigns which increased lead generation 120% and provided warm, sales-ready leads.
  • Collaborated with client(s) marketing teams, including client(s) site meetings and regularly scheduled conference calls.
  • Focused on teamwork and the capacity to manage
    relationships across multiple departments.
  • Created and managed budgets to maximize brand reach and engagement.
  • Consulted with product development teams to enhance products based on customer interest data.
  • Managed and oversaw creative projects to drive quality, accuracy and deadline management.
  • Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
  • Business Areas: Revenue cycle Management, respiratory health, medical staffing


DIRECTOR OF HEALTH SCIENCES

HOOD MARKETING SOLUTIONS
07.2003 - 01.2007
  • Responsible for driving sales and managing key accounts nationally; secured over $700,000 in new business.
  • Liaised between clients and internal creative team; ensured all suggestions and nuances were communicated and executed to exceed expectations.
  • Quality controlled all deliverables before they were released, making sure they were precise and in excellent form.
  • Responsible for total account management including financial, program content and execution.
  • Business Areas: Life sciences, oncology, diagnostics, medical devices, rapid point of care testing.

SENIOR ACCOUNT EXECUTIVE

MEDITECH MEDIA
10.2001 - 07.2003
  • Supervised the development and production of continuing medical educational materials such as medical illustrations, website development, monographs, audio conferences and training kits.
  • Researched emerging industry trends, applications, and concepts to enhance products and services.
  • Traveled globally to facilitate speaker training, advisory boards and live meetings.
  • Participated in overall budgetary process, including proposal development, changes in scope and reconciliation of final budgets.
  • Analyzed data to discover trends, informing market strategies and objectives.
  • Complied with regulatory and continuing medical education (CME) guidelines.
  • Developed educational plans in line with marketing goals of pharmaceutical companies.
  • Business areas: Sinusitis, erectile dysfunction

ACCOUNT EXECUTIVE

MCKANN ERIKSON
12.1998 - 10.2001
  • Built strong client relationships and provided high value-adding services, resulting in increased company market share.
  • Researched competitive landscape and emerging technologies to position brands in global marketplace.
  • Liaised between clients and internal creative team; ensured all suggestions and nuances exceeded expectations.
  • Quality controlled all deliverables before they were released, making sure they were precise and in excellent form.
  • Attended client meetings, trade shows and conferences as company representative.
  • Stayed up-to-date on emerging industry and product standards and trends to revitalize accounts.
  • Business areas: Point of care testing, diabetes management, ehealth records, oncology, autoimmune diseases, animal health

Education

Bachelor of Arts - COMMUNICATIONS, Public Relations

State University of New York At Buffalo
Buffalo, New York
12.1998

Skills

  • Global Marketing
  • Strategic Planning
  • Digital Communications
  • Program Management
  • Critical Thinking
  • Personnel Management
  • Department Development
  • Public Presentations
  • Competitive Intelligence

Additional Information

  • Tennis & Yoga
  • Journaling
  • Travel
  • Volunteering & Community Involvement


Timeline

Sr. VP, Integrated Marketing Communications

Health + Commerce
05.2023 - Current

VP MARKETING

OVATION
11.2021 - 05.2023

VP MARKETING

DEMAND DRIVEN TECHNOLOGIES
05.2019 - 11.2021

MARKETING MANAGER

AVANOS MEDICAL
06.2015 - 05.2019

ACCOUNT DIRECTOR

RAINMAKER HEALTHCARE
10.2013 - 06.2015

BRAND MANAGER

Red House
03.2011 - 10.2013

DIRECTOR OF HEALTH SCIENCES

HOOD MARKETING SOLUTIONS
07.2003 - 01.2007

SENIOR ACCOUNT EXECUTIVE

MEDITECH MEDIA
10.2001 - 07.2003

ACCOUNT EXECUTIVE

MCKANN ERIKSON
12.1998 - 10.2001

Bachelor of Arts - COMMUNICATIONS, Public Relations

State University of New York At Buffalo

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Melissa N. Wendt