JULIE K.

ANDERSON
224 Grove Street Sierra Madre, CA 91024 626.222.9394 julieanderson@roadrunner.com http://www.linkedin.com/in/juliekanderson

Director Marketing Communications

Successful 18-year track-record initiating, developing, and executing marketing and communication projects for professional services businesses. Lead website marketing strategy project increasing close rate by 35%. Write clear marketing messaging throughout multiple marketing channels, including website and other media, creating and reinforcing positive brand image. Attract over 16,000 participants, including 10,000+ new clients for executive education courses at the California Institute of Technology. Communications experience in financial services industry. MBA with marketing emphasis. Core Strengths Implement strategic marketing plans Consistent brand messaging Search engine optimization (SEO) Convert web site traffic to sales Deliver revenue through direct marketing Understand competitive discriminators Manage marketing projects Target the right audience Reduce cost and increase productivity Create innovative ideas Lead cross-functional project teams Convert chaos into manageable parts

PROFESSIONAL EXPERIENCE
MARKETING COMMUNICATIONS CONSULTANT Sierra Madre, CA
8/2009 - Present Market client service firms nationally. Medical practice marketing. Regional nonprofit marketing. Business-to-Business Marketing and Communication Projects Cost effectively drive 15% increase in new patient referrals within regional area. Research and prioritize market targets, create and execute competitive strategy. o Colorectal Surgery Institute, Glendale Memorial Hospital (Los Angeles) Achieve first and second page ranking for Google key word search engine optimization. Improve web site navigation for better online customer experience. Coach firm on webinar best practices. o Impact Planning Group, marketing consulting firm (greater New York City) Create positioning and strategy for email campaign series. o WCL Associates, architectural firm (Minneapolis/St. Paul) Develop marketing collateral, positioning, website key word optimization, and blog copy. o RainMakers (US), business development for professional online services (Los Angeles). Consumer Marketing Projects Develop and implement strategic marketing plan with direct mail and email campaigns implementing new branding guidelines, and raising over $102,000 at kickoff. o Faith-based fund raising kick-off (greater Los Angeles) Determine and apply online marketing strategy using email and Facebook, increasing attendance by 16%, while setting collegian response records. o Alumnae event marketing (Southern California)

CALIFORNIA INSTITUTE OF TECHNOLOGY (Caltech) Pasadena, CA

World-renowned university for teaching, research, and technological innovation.

1999 10/2009

Marketing and Communications, Associate Director Marketed executive education courses at the Industrial Relations Center to senior management in technology-based companies. Provided vision as well as executed all outbound initiatives and marketing projects to promote the Caltech brand and IRC services including: webinars, social media, PR, tradeshows, and certificate programs. Improved program quality, increased revenues, managed marketing budget and database, and reduced costs. Developed and managed the website marketing strategy and customer experience. Managed a marketing team and virtual creative and fulfillment teams.

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CALIFORNIA INSTITUTE OF TECHNOLOGY (continued) Analyzed, managed, and implemented strategic marketing plan projects. Generated $2.5MM+ annual revenue. Branded the Caltech Industrial Relations Center in the executive education market. Developed processes and policies for updating and deploying the database. Investigated, implemented, and managed multiple on- and offline lead generation strategies. Explored and understood customer needs to increase repeat sales. Managed budget and evaluated marketing ROI from online and direct mail campaigns. Managed website strategy and execution projects (www.irc.caltech.edu). Developed project RFP including site goals, oversaw vendor selection, budget, and served as Caltech project manager for new web 2.0 site launched in 2008. Created key words, directed SEO and PPC partners to increase site traffic and conversion rates. Managed metrics to track and analyze web traffic and results. Performed web master duties. Wrote web copy and added promotional content via Client Management System (CMS) to ensure a smooth customer experience on the site. Created strategy to guide purchasing behavior on site. Delivered a 35% increase in online purchase conversion in first 90 days. Innovated and brought to market two new client loyalty programs (technology management and technology marketing certificates), each generating over $2MM. Researched buyer behavior for successful new program launch and up-selling opportunities. Marketed new project management certificate program through viral marketing. Assisted creating www.technologymarketingcenter.com, a social networking community third party reference site launched in 2007. Co-branded to demonstrate course value to potential customers. Project resulted in course registration conversions as well as increased marketing reach. Developed marketing projects and materials for multiple products. Created appropriate messaging and product positioning for course descriptions, certificates, instructors, and the Center. Wrote compelling course marketing copy for website and collateral in all channels. Determined and implemented appropriate messaging and media delivery for cohesive promotional campaigns: email, website, webinars, direct mail, tradeshows, PR. Analyzed, planned, and executed direct marketing including managing the budget. Developed and implemented online marketing programs to drive web traffic and purchases. Developed webinar outreach incorporating webinar marketing best practices. Planned program content to: cross-sell courses; increase marketing reach through referrals; update database demographic content; and stay in front of customers. Wrote ad copy for webinars, email invitations, and determined mailing list.

1985 1999 A publicly traded, diversified life insurance and related financial services holding company.

RELIASTAR FINANCIAL CORPORATION (now ING) Minneapolis, MN

Successful Money Management Seminars, Inc. Portland, OR 1997 1999 (A division of ReliaStar) Provider of personal financial management seminars. Sent by corporate to bring newly acquired division up to higher performance standards (change management). Director, Corporate Communications and Training 1998 1999 Participated in strategic development and implementation of communications projects designed to promote products and services, and inform customers. Managed a $500K budget. Re-organized external communications and standardized internal communications. Developed marketing strategy for large training events. Planned national training/meeting event for 160 clients. Wrote the program booklet and secured national sponsors. Achieved outstanding participant evaluations for program. Increased customer training event effectiveness by re-structuring the learning experience and developing a new advertising brochure, while reducing program costs. Executive editor of client newsletter. Executive ghost-writer.

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RELIASTAR FINANCIAL CORPORATION (continued) Manager, Process Improvement 1997 1998 Improved business processes by developing and facilitating project teams for product development, new customer acquisition, and order processing. Increased client support coverage by sponsoring and facilitating management discussions on improving customer service and responsiveness. Provided faster cycle time with reduced errors and increased teamwork among all departments involved. 1985 1996

ReliaStar Personal Financial Services Minneapolis, MN (Formerly Northwestern National Life Insurance Company)

Various positions included progressively greater opportunities to work with executive management team. Facilitated division executive management strategic planning sessions and wrote plan document. Planned and implemented division-wide training program. Public speaking to large groups. Coordinated large corporate and division events to improve internal communication; facilitated numerous cross-functional and multi-level process improvement teams to reduce errors and costs. Developed and marketed internal training events to increase knowledge of company products and services. Conducted internal focus groups to pinpoint morale issues and consulted with executive management team. Established, developed, and presented internal customer service training to service representatives. Provided customer service to clients via call center.

EDUCATION
Master of Business Administration (MBA) Emphasis in Marketing Marylhurst University, Portland, OR Bachelor of Science, Double Major: Textiles and Education North Dakota State University, Fargo, ND 1999