TRACI LOFTHUS

• Overall strategic and operational responsibility for Idaho Diaper Bank's programs, expansion, and execution of its mission.
• Serve as primary spokesperson, conducting radio and TV news interviews and delivering presentations to government officials and community stakeholders to increase awareness of diaper need in Idaho
• Developed and implemented comprehensive community engagement strategy through brand awareness activities, networking groups, and involvement in the nonprofit community, resulting in 30% growth in donations and contributions.
• Successfully expanded service network by adding 12 new partner agencies through strategic relationship building and compelling communication of organizational mission.
• Rebranded and refined all aspects of communications – from web presence to external relations – enhancing organizational visibility and stakeholder engagement.
• Created and distributed press releases and media communications to increase public awareness and drive community support.
• Actively engage and energize volunteers, board members, partnering organizations and funders through strategic communications and relationship management.

• Responsible for developing and executing the overall international marketing strategy and leading and developing the international marketing teams for Greater Asia and Latin America.
• Collaborate closely with product marketing and the commercial sales teams on new product development, launch planning, and implementation.
• Develop and communicate international marketing processes and procedures based on global best practices and US directives.
• Provide insights-driven international marketing, sales, and selling solutions, including new product materials for global launch.
• Generate impactful customer presentations, channel-specific merchandising, and promotions with global messaging.
• Coordinate and often lead customer tours, trade shows, and events.
• Guide agency partners on international media, awareness, and website strategies with input from local marketers.

• Organized and led both inbound and outbound trade missions, participating in trade shows and training events to increase product awareness and build stakeholder relationships across international markets.
• Developed and maintained strategic relationships with government officials, industry partners, and international stakeholders to facilitate market growth and brand recognition.
• Created and implemented comprehensive marketing strategies for developed markets and market entry strategies for new and developing countries, demonstrating ability to adapt communications for diverse audiences.
• Planned and executed marketing promotions and training seminars throughout Asia and Latin America, effectively communicating complex information to varied stakeholder groups.
• Established relationships and onboarded Idaho companies new to export business as well as new buyers in international markets, showcasing ability to build and nurture business relationships.
• Developed importer receiving and product handling handbooks and trainings for Asia and Latin American markets, translating technical information into accessible communications.

• Served as European expert in a strategic launch development team – consulting in communications, product trends, product development, country-specific requirements, and cultural aspects.
• Created and implemented successful strategic marketing activities for launch and development phases (marketing, communications, and events) for UK and Germany.
• Collaborated with internal departments to develop marketing and communications strategies, product, and business development strategies while ensuring country-specific requirements and regulations were met.
• Developed and maintained strong relationships with distributors including developing and implementing trainings and providing appropriate tools for sales and customer service.
• Managed international vendors in the development of collateral and sales tools, demonstrating project management and vendor relationship skills.
• Self-motivated, with a strong sense of personal responsibility.

• Nonprofit Organization: Co-founder and Pro-Bono Executive Director managing board selection, legal formation of a 501(c)3 with a for-profit subsidiary for sales, marketing, and distribution of product.
• Oversee training development, participant selection, community outreach activities, and fundraising events.
• Marketing solutions company: Conducted research and fact-finding mission for a market entrance strategy for expansion into Europe resulting in establishing a joint venture with a German advertising agency.
• Business development firm: Directed start-up marketing activities including strategic marketing plan, brand identity guidelines, website, and collateral materials. Succeeded in capturing new market segment increasing net profit by 15%.
• Evaluated client needs and expectations, establishing clear goals for each consulting engagement.

Led development and implementation of comprehensive change management strategies for Europe-wide CRM initiatives, demonstrating expertise in stakeholder engagement and strategic communications.

• Developed, marketed and implemented a 4-phase change management strategy that achieved 100% employee and management buy-in, showcasing ability to drive consensus among diverse stakeholders—a critical skill for public involvement work in infrastructure projects.
• Conducted customer, top management and employee focus groups and impact assessments in pilot market, identifying risks and training needs across sales, marketing and after-sales departments—similar to community impact assessment work required for public relations in infrastructure projects.
• Created and implemented targeted communications plans for internal and external stakeholders, demonstrating ability to craft messages appropriate for varied audiences—essential for community engagement in the AEC sector.
• Documented, packaged and promoted newly created Change Management/CRM tools resulting in smooth and efficient retail integration, heightened data quality awareness and an increase in customer loyalty.
• Developed innovative communication vehicles including a CRM Newsletter and CRM intranet platform for the exchange of information worldwide, showcasing digital communications expertise.
• Successfully expanded program beyond original scope, with implementation requests from Canada and Japan following European success—demonstrating ability to scale communication initiatives.