Summary
Overview
Work History
Education
Websites
Certification
Skills And Activities
Timeline
Generic

Paula Resley

Midland,MI

Summary

Experienced marketing executive with a proven track record in healthcare and technology, driving revenue growth, brand value, and digital transformation. Expertise in B2B/B2C marketing, communications, and customer engagement. Skilled in leading teams, optimizing campaigns, and leveraging data-driven strategies to elevate brands.

Overview

23
23
years of professional experience
1
1
Certification

Work History

Chief Brand Officer, Vice President Strategic Marketing, Communications, & Admissions

Morehouse College
05.2022 - Current
  • Company Overview: Leading HBCU, developing men with disciplined minds who lead lives of leadership and service for 157 years
  • Built, led, managed, and inspired team of 29+
  • Led admissions, making Morehouse a May 1 school for the first time in its 158-year history, two years in a row; decreased admit rate from 68% to less than 40%; maintaining strong 3.7 average GPA
  • Consolidated and drove efficiencies and productivity by moving social media management, email communications, and website hosting to one enterprise platform, HubSpot, resulting in budget consolidation
  • Spearheaded complete redesign of Morehouse.edu, created Admissions Resource Center, merged blogs
  • Transformed digital strategies: implemented Niche (in six months 25% increase in views, 30% in clicks, and 8% hand raisers), College Vine, optimized Slate CRM, revamped SEO/SEM, established customer journeys across channels
  • Streamlined internal communications by creating newsletters, SharePoint intranet, and processes for requests
  • Increased traditional media reach by 15% while maintaining less than 4% negative sentiment
  • Increased social media engagement 15%
  • Reorganized all areas of responsibility: Marketing, Communications, Digital Strategy and Transformation, Admissions, and Operations, becoming more efficient and effective, while improving morale, leading team of 29+ individuals
  • Gained and managed UNCF $300K grant funding for Slate CRM optimization
  • Increased licensee revenue by 10%, expanded online search for non-compliance
  • Leading HBCU, developing men with disciplined minds who lead lives of leadership and service for 157 years

Senior Director, Product Marketing & Corporate Communications (US, Canada, Latin America)

Carestream Dental
03.2021 - 05.2022
  • Company Overview: Carestream Dental transforms digital dentistry for a full range of dental and oral health professionals
  • Doubled win rate within first six months; established marketing goals, measurable metrics, reporting on actionable data
  • Developed and executed B2B comprehensive product marketing strategy and budget for all business unit product lines: software, eServices, and equipment; through direct sales via internal and external sales teams, partner/dealer sales, and eCommerce
  • Launched organization’s first digital marketing strategy including marketing automation campaigns, social media expansion, remarketing efforts, and integrated, omnichannel campaigns
  • Managed creative process for new solution-selling approach, brand, sales enablement, digital and traditional materials
  • Defined team priorities and aligned resources; communicated organizationally to secure buy-in
  • Lead remote marketing and product team, agency partners, and external vendors to drive new customer acquisition, increase per customer revenue, and retain customer install base to meet organizational objectives
  • Built the internal and external bench for creative, content, PPC/SEO, digital marketing, and event management
  • Carestream Dental transforms digital dentistry for a full range of dental and oral health professionals

Director, Marketing & Communications

LogistiCare
02.2017 - 09.2020
  • Company Overview: LogistiCare is the leading non-emergency medical transportation and technology broker for state governments and MCOs
  • Led team and marketing P&L through multiple reorganizations and CEO changes and established marketing and communication department; solidified brand value from $1.3B to $1.5B by increasing revenue by nearly $300M
  • Spearheaded 2 acquisitions and conducted data-driven Marcom strategies, driving revenue up $300M
  • Developed integrated B2B, B2B2C, and B2C media and marketing campaigns leveraging digital, social media, SEO/SEM, blog, traditional marketing, and analytics to optimize customer lifecycle, generating sales leads, and driving loyalty
  • Managed crisis and external communications to boost positive-to-negative media coverage ratio to 17.5, outperforming 7 competitors combined earning 2.5 times more positive media impressions
  • Enhanced internal communications using C-suite emails, videos, and newsletter; steered cross-functional team to create value proposition, manifesto, and shared values to refine corporate culture, optimizing performance of 4000 employees
  • Partnered with National Kidney Foundation and managed corporate sponsorship, generating +$700K in donations
  • Led channel and partner marketing, across community groups, partnering with government affairs, investor relations, customer experience, product, and sales teams
  • Oversaw integration of acquisition worth $57.5M into 2019’s comprehensive marketing efforts
  • LogistiCare is the leading non-emergency medical transportation and technology broker for state governments and MCOs

Senior Manager, Global Campaigns, US, Canada, APAC, EMEA

Symantec
09.2015 - 12.2016
  • Company Overview: Symantec was a global leader in cyber security services and technology
  • Developed marketing strategies and managed budget of Cyber Security Services portfolio designed to drive B2B lead generation and increase sales
  • Worked cross-functionally with IT and Product Management to develop strategic lead generation for services portfolio
  • Directed global marketing by partnering with field and channel teams on campaign execution to leverage tools and maximize profits
  • Generated 88% of pipeline goal within first 5 months of campaign launch
  • Symantec was a global leader in cyber security services and technology

Director, Client Services

George P. Johnson
10.2012 - 09.2015
  • Company Overview: GPJ is a world-leading experiential marketing agency that specializes in event and brand marketing
  • Managed Lexus’ auto show season with $19M+ budget; organized various meetings and events worth ~$11M, including Toyota’s National Dealer Meeting, latter earning second highest rating of prior 7 years
  • Created strategic plan to engage with prospects along buyer journey and increase sales
  • Ensured operational success building corporate, regional, partner, cross-functional relations, processes, and solutions
  • Executed operation within budget
  • GPJ is a world-leading experiential marketing agency that specializes in event and brand marketing

Director, Marketing & Communications

Zynx Health (Hearst)
05.2011 - 08.2012
  • Company Overview: Zynx provides evidence-based information and SaaS technology to support clinical decisions
  • Managed internal, external, and executive communication, handled media and public relations, and drove repositioning and messaging of corporate value proposition
  • Strategized brand and B2B go-to-market efforts and budgets, including for three new product offerings
  • Established first client portal and marketing automation and assisted with transition to Salesforce, optimizing marketing and sales processes
  • Managed third-party vendor through complete website redesign; improved call-to-actions and data capture to generate additional lead generation opportunities
  • Orchestrated strategy, promotion, and execution of annual user conference, events, and tradeshows to solidify relationships and expand operation
  • Partnered with KLAS healthcare IT company and other industry leaders to define clinical decision support, establishing industry standards
  • Designed sales trainings and product and service presentations to improve sales efficiency and maximize profits
  • Obtained Modern Healthcare’s “Best Places to Work”, Healthcare Informatics “Most Interesting Vendor”
  • Zynx provides evidence-based information and SaaS technology to support clinical decisions

Director, Marketing & Communications

DaVita
05.2008 - 05.2011
  • Company Overview: DaVita is a Fortune 500 company providing kidney dialysis services
  • Overhauled customer communication by engineering segmentation, value proposition and messaging, campaign creation, branding, sales materials, and customer portal
  • Stimulated team cohesiveness and performance through 2 department reorganizations by hiring result-driven talent and developing engagement
  • Supported 60 business units within corporate budget and brand hierarchy by developing new brands, logos, messaging, marketing strategies, content, ads, web sites, landing pages, SEM/SEO, and social media platforms
  • Translated corporate objectives into B2B, B2B2C, and B2C marketing strategy, tactical market plans, and creative development for two product launches (EMR; boutique brick-and-mortars), international expansion, and first CSR report
  • Led web redesign initiative and customer portal launch; oversaw marketing automation system integration to Salesforce
  • Managed crisis and main-stream communications with internal and external stakeholders and fostered effective interactions
  • DaVita is a Fortune 500 company providing kidney dialysis services

Director, Marketing & Communications

MedAssets
08.2005 - 05.2008
  • Company Overview: MedAssets was a $340M SaaS solutions company in revenue cycle and GPO supply chain management
  • Amplified B2B lead generation by 15% within first 4 months through budget realignment that improved RFP processes, effective CRM use, winning sales scripts, and intensive sales team training
  • Led transition of brand and marketing through multiple acquisitions; strategized marketing, media, and communications through IPO process, served as MarCom lead and developed company’s first annual report as a publicly traded company
  • Executed development and execution of company’s largest event for customers and supply chain vendors, attracting more than 3,000 attendees
  • Managed website redesign and increased lead generation capabilities by improving SEM/SEO and new investor relations and consolidating products and services from numerous acquisitions
  • Earned “Best in KLAS” status for business decision support system
  • MedAssets was a $340M SaaS solutions company in revenue cycle and GPO supply chain management

Vice President, Sales and Marketing

Makai Events & Promotions
01.2002 - 08.2005
  • Company Overview: Makai Events & Promotions is a marketing agency that provides advertising, promotion, and marketing services
  • Generated $3M+ net new with GM, T-Mobile, Chick-fil-A, Mervyn’s, Adobe, ING, and Fox College Sports
  • Ran B2C consumer marketing campaigns and go-to-market new product launches for Wyeth, Honda, and Nestlé; achieved first-ever PMA Reggie “Top 4 Finalist in National Consumer Promotions” with Nestlé operation
  • Earned first-time listing in PROMO Magazine’s Top 100 Promotional Agencies in 2003, 2004, 2005
  • Makai Events & Promotions is a marketing agency that provides advertising, promotion, and marketing services

Education

Bachelor of Science - Advertising

University of Florida
Gainesville, FL

Certification

  • American Marketing Association, PCM, Digital Marketing
  • Digital Marketing Institute, Certified Digital Marketing Professional
  • HubSpot, Inbound Marketing Certified
  • Walt Disney World, Magic Kingdom College Program

Skills And Activities

Google Analytics,Google AdWords, Facebook Ads Manager, HubSpot, Marketo, Salesforce.com, MailChimp, Survey Monkey, Canva, American Marketing Association (AMA), Digital Marketing Institute (DMI), PEAK CMO Community, Technology Association of Georgia (TAG) Digital Health Board Member (Marketing Board Chair; Annual Summit Co-Chair), Saved by God’s Grace (Board President), 

Timeline

Chief Brand Officer, Vice President Strategic Marketing, Communications, & Admissions

Morehouse College
05.2022 - Current

Senior Director, Product Marketing & Corporate Communications (US, Canada, Latin America)

Carestream Dental
03.2021 - 05.2022

Director, Marketing & Communications

LogistiCare
02.2017 - 09.2020

Senior Manager, Global Campaigns, US, Canada, APAC, EMEA

Symantec
09.2015 - 12.2016

Director, Client Services

George P. Johnson
10.2012 - 09.2015

Director, Marketing & Communications

Zynx Health (Hearst)
05.2011 - 08.2012

Director, Marketing & Communications

DaVita
05.2008 - 05.2011

Director, Marketing & Communications

MedAssets
08.2005 - 05.2008

Vice President, Sales and Marketing

Makai Events & Promotions
01.2002 - 08.2005

Bachelor of Science - Advertising

University of Florida

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Paula Resley