PEGGY SCANLAN
Chicago,IL
Summary
Results-driven strategy and operations expert with a track record of success in marketing and organizational strategy, goal setting, KPIs, project management, operational excellence, team management, quality assurance, process streamlining and improvement, vendor management, and relationship cultivation. Adept at developing and executing strategic initiatives to drive business growth and achieve organizational objectives. Skilled in analyzing data and identifying opportunities for process optimization to implement effective solutions to enhance operational efficiency. Proven ability to lead cross-functional teams and foster collaboration to deliver exceptional results. Committed to delivering excellence through meticulous attention to detail and a strong focus on achieving measurable outcomes.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Strategic marketing, sales, process improvement, and change management consultant
Independent Consultant
09.2012 - Current
- Consultant for small business startups and associations including the American Bar Association and Health Forum/American Hospital Association
Chair (4 yrs), Vice Chair (4 yrs), Board Member - Board of Directors
Tutoring Chicago
04.2011 - 04.2024
- Company Overview: A non-profit organization that provides free, one-to-one tutoring to 1000+ low-income, elementary school children
- Volunteer board member and tutor during rebranding and expansion phase of 59-year old tutoring organization
- Executive Committee member during five-year period when revenue tripled and enrollment doubled
- Contributed to long-term, growth-focused strategic plans as Strategy Committee Co-Chair
- Oversaw annual program plans, budgets, policies and procedures managed by Executive Director
- Oversaw the launch and buildout of three new locations, and a pivot to 100% remote tutoring during pandemic
- Contributed to planning and fundraising for annual golf outing, celebrity spelling bee, and 50th anniversary celebration
- Partnered with Director of Fundraising to help Board members cultivate fundraising opportunities in their networks
- Helped lead rebranding and renaming (formerly the Cabrini Green Tutoring Program)
- Oversaw mapping and contributed content for website relaunch
- Participated in interview process for new staff to increase the organization's expansion capability
- Attracted event sponsors and new donors including Michael Jordan
- Launched online fundraising campaigns to expand individual giving fundraising plans
- Identified and collaborated with web design, social media and digital marketing contractors
- Prioritized recruitment of strong Black and Latine staff and board members to better reflect and serve our constituency
- Launched a new Advisory Board to expand Tutoring Chicago's reach and network of experts
- Tutored two children in reading, math and social/life skills
- A non-profit organization that provides free, one-to-one tutoring to 1000+ low-income, elementary school children
Executive Director, Marketing
Health Forum / The American Hospital Association
05.2013 - 04.2016
- Company Overview: A strategic asset and for-profit subsidiary of the American Hospital Association (AHA)
- Directed the integrated marketing strategy to contribute to $26M in revenue for Health Forum's hospital data, research, content marketing, advertising, event and publishing businesses
- Provided organizational strategy direction organization-wide
- Led marketing efforts for health care meetings, new product launches, data licensing and advertising/sponsorship offerings
- Aligned Marketing, Sales and Product Development departments to a more customer driven approach
- Contributed to a 21% increase in overall year-over-year margin from 2014 to 2015
- Cut costs and generated new leads with marketing automation and digital marketing
- Developed tailored sales materials to attract more high-revenue producing sponsors and clients
- 2014 AHA Performance Excellence Fellow
- Applied Baldrige criteria to enhance marketing and sales capabilities
- 2014 Illinois Performance Excellence (ILPEx/Baldrige) Examiner for a healthcare applicant
- A strategic asset and for-profit subsidiary of the American Hospital Association (AHA)
Strategic Marketing and Audience Development Director
Modern Healthcare / Crain Communications
01.2012 - 09.2012
- Company Overview: A weekly Crain publication and website, Modern Healthcare is a leading source of industry news for healthcare executives
- Top marketing executive reporting to the publisher, with revenue responsibility for $2.4M+
- Developed and directed the marketing and audience development plans
- Managed the buildout and promotion of Modern Healthcare’s first virtual conference
- Primary event manager for the Top 25 Minority Executives in Healthcare Awards Gala, resulting in very positive feedback from the honorees and guests
- Advanced the social media strategy to incorporate live tweeting at events, increase interaction on Modern Healthcare’s LinkedIn and Facebook pages, and develop a more integrated company-wide social media plan
- Launched Basecamp for enhanced project management and Marketo for improved targeting and lead generation
- A weekly Crain publication and website, Modern Healthcare is a leading source of industry news for healthcare executives
Director of Marketing and Sales
American Health Information Management Association (AHIMA)
04.2008 - 12.2011
- Company Overview: Global nonprofit association of health information professionals, empowering people to impact health
- Developed and directed marketing plans for conferences and events, AHIMA Press books, certification programs, and distance education, with product development input and annual revenue responsibility of $30M+
- Revamped university textbook brand standards and generated an unprecedented $5M+ in annual revenue
- Surpassed 2011 registration and revenue goals for key meetings by 30+%
- Contributed to 67% certification revenue growth in 2011
- Core team member to develop a refined market segmentation and targeting strategy
- Planned marketing campaigns that incorporated targeted messaging to the segments, based upon their specific needs
- Successfully launched new e-newsletter products for key growth areas, generating $116K+ in revenue in eight months
- Enhanced Annual Convention exhibit booth brand presence by focusing on AHIMA’s key value propositions for its members
- Led Web development projects to revamp key areas of AHIMA's Website, strengthening brand presence and enhancing overall usability and appeal
- Initiated Google Adwords programs for key products
- Global nonprofit association of health information professionals, empowering people to impact health
Director of Marketing
ISACA and the IT Governance Institute
11.2004 - 04.2008
- Company Overview: An international membership organization of 100,000+, serving IT audit and governance professionals in 75 countries
- As top marketing executive, supervised marketing staff and represented marketing at executive staff meetings, board meetings, and industry events
- Marketing liaison between headquarters and each of ISACA’s 170 chapters worldwide
- Managed an annual budget of $7M+ in a consensus-reliant team environment, working with multiple departments and chapters around the world to achieve strategic objectives
- Initiated a detailed research project including cluster analysis on behavioral data, product-specific analysis, and the development of metrics
- Results were used to improve targeting and direct the marketing strategy
- An international membership organization of 100,000+, serving IT audit and governance professionals in 75 countries
Project Manager / Auditor
The Chicago Tribune
10.2001 - 11.2004
- Company Overview: A Tribune Media Group publication focused on Chicago breaking news, sports, business, entertainment, weather and travel
- Partnered with Internal Audit to conduct annual Sarbanes-Oxley compliance audits and prepare for external audits
- Improved Editorial Department disaster recovery plans, IT processes at Tribune Direct Marketing, Strategic Marketing quality assurance, customer service at Tribune Interactive, and preparedness for a potential labor strike at Baltimore Sun
- Recognized by the VP of Finance for outstanding leadership and teamwork in ensuring compliance with the Sarbanes-Oxley Act, and awarded the CTO’s Attitude Award for a 'positive, can-do attitude on critical projects.'
- A Tribune Media Group publication focused on Chicago breaking news, sports, business, entertainment, weather and travel
Education
Master of Business Administration - Marketing
DePaul University
Chicago, ILBachelor of Arts Degree - English
University of Saint Francis
Joliet, ILSkills
- Strategic Planning
- Data Informed Decision Making
- Project Management
- Operational Excellence
- Team Management
- Quality Assurance
- Process Streamlining and Improvement
Certification
- Project Management Professional (PMP), Project Management Institute (PMI)
- Certified Association Executive (CAE), American Society of Association Executives (ASAE), expired
Accomplishments
2012 Madison Ironman finisher
Timeline
Executive Director, Marketing
Health Forum / The American Hospital Association
05.2013 - 04.2016
Strategic marketing, sales, process improvement, and change management consultant
Independent Consultant
09.2012 - Current
Strategic Marketing and Audience Development Director
Modern Healthcare / Crain Communications
01.2012 - 09.2012
Chair (4 yrs), Vice Chair (4 yrs), Board Member - Board of Directors
Tutoring Chicago
04.2011 - 04.2024
Director of Marketing and Sales
American Health Information Management Association (AHIMA)
04.2008 - 12.2011
Director of Marketing
ISACA and the IT Governance Institute
11.2004 - 04.2008
Project Manager / Auditor
The Chicago Tribune
10.2001 - 11.2004
Master of Business Administration - Marketing
DePaul University
Bachelor of Arts Degree - English
University of Saint Francis
- Project Management Professional (PMP), Project Management Institute (PMI)
- Certified Association Executive (CAE), American Society of Association Executives (ASAE), expired
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