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  • 1. Michael E. OMalley326 Granada Ave.Long Beach, CA 90814Mobile: (818) 648-7834Home: (562) 342-6522e-mail: meomalley@charter.netMarketing ExecutiveMore than 15 years experience as an innovative marketing manager. Design, implement and managecorporate marketing initiatives to cultivate new and retain current business and achieve financial goals.Expert at developing corporate branding initiatives and executing marketing communications projects.Thrive in multi-tasking, fast-paced environments. MBA in Marketing.ExperienceAIDS Healthcare Foundation, Los Angeles, CA 10/2006 – PresentChief of Marketing and Public RelationsDirect all marketing, public relations and communications activities for a $128M non-profit healthcareorganization comprising domestic and international outpatient clinics, Medicare and Medicaidmanaged care health plans and disease management programs, pharmacy operations, and global patientadvocacy initiatives. Responsible for the advancement and safeguarding of the AIDS HealthcareFoundation (AHF) brand. Working with other members of the senior management team, developmarketing, PR/communications, patient and customer acquisition and retention, and staff recruitmentstrategies and tactical plans to support financial growth in the organization’s managed care, pharmacysales, outpatient clinic and fundraising divisions. Create advertising and communications planscomprising conventional, “guerilla” and online media to support CDC and local government-fundedHIV prevention and education social marketing programs. Direct development of health plan marketingand member collateral and marketing and sales policies to meet federal and state requirements. Craftoperational solutions, such as acquiring and setting up call center services, to improve patient andcustomer contact with the organization’s managed care, clinic and pharmacy divisions, and in turnincrease patient/customer yield.Launched new HIV prevention social marketing program in central LA County that scored anunprecedented recall rate among its target audience — 48% unaided and 74% aided recall — accordingto post campaign research. Campaign is so successful that LA County Office of AIDS Programs andPolicy will expand it within the county in 2008.Cedars-Sinai Health System, Los Angeles, CA 8/2001 – 9/2006
  • 2. Director of Marketing 7/2003 – 9/2006Direct all marketing activities for a world-renowned, non-profit health system, including its 952-bedhospital, medical delivery network (medical groups) and research institute. Responsible for marketingcampaign development and implementation, including radio, television, print, outdoor and Internetadvertising initiatives. Develop institution’s overall marketing strategy and tactical plan incorporatingPR initiatives. Create individual marketing plans for strategic centers of excellence within the healthsystem. Direct market research initiatives. Direct call center operations through outsourced vendor.Partnering with administrative directors and VPs, assess overall patient experience and developoperational improvements to increase customer satisfaction. Responsible for content and technology onthe institution’s websites. Oversee production of all marketing collateral. Plan and execute publicconferences and community events. Partner with Human Resources and Community Relations indevelopment and execution of recruitment and fundraising advertising campaigns.Developed protocol and application to compute return on investment on marketing initiatives. In 2005,marketing generated $46M in revenue against an investment of $4.3M (9.3% margin ratio.)Launched Internet marketing campaign incorporating online ads, sponsored content on third partywebsites, and search engine optimization tactics that generated a 222% increase in website visitationover past two years.Strategized and executed the “People of Cedars-Sinai” campaign that generated a 30% increase inadvertising-driven contacts to the call center within the first two years that the campaign ran.Launched first-ever online hospital gift shop.Cedars-Sinai Health System (continued)Marketing Manager 8/2001 – 7/2003Managed rebranding ,conversion and relaunch of the institution’s website to a standardized corporateformat. Developed institution’s Internet strategic plan and internet/marketing integration strategy.Directed development and launch of interactive websites to support advertising campaigns. Oversawcontent and application development for the website. Partnered with IT management to developwebsite architecture and proprietary content management system. Developed web publishing policiesin concert with Legal and Corporate Compliance management. Managed interactive marketing staffand IT web team.Launched the online physician referral application in October 2001 in partnership with the institution’scall center. This application was Cedars-Sinai’s first online interactive service and helped drive 28%more website traffic in the application’s first year of deployment.Directed development of application to manage and track Internet-sourced email. Created applicationto derive revenue and patient conversion rates sourced to Internet email. Email volume from thewebsite increased 880% from 2001 to 2005, and last year $6M in revenue was attributed to individualswho contacted the health system through the website.Overall website traffic increased 357% from 2001 to 2005 (874K to 4.5M annual visits)Klee & Associates, Inc. (a full-service advertising agency), San Juan Capistrano, CA 10/2000 – 7/2001
  • 3. VP Strategic PlanningAssessed client marketing needs and developed strategic branding, advertising, and/or promotionalinitiatives to reach sales and financial objectives. Developed marketing plans and budgets. Conductedprimary and secondary research. Partnered with agency’s Creative Director in execution of print media,web development, multi-media presentations, and trade show promotion. Analyzed print media anddirected placements. Presented and marketed the agency and its services to prospective clients.Oversaw management of key agency accounts.Developed and implemented branding and marketing campaign for a newly formed division of a$315M manufacturer of high-precision test, measurement and automation systems. Campaign includednew corporate identity, marketing communications materials, and tradeshow presence.Created ground-up branding and comprehensive marketing communications program for a developer ofmedical and dental practice management software products. Client completed its IPO and posted recordsales in 2000 with more than 11,000 customer sites.Launched print brokering business for agency creating new revenue stream and expanded agencyservices by developing network of task-specific contractors, i.e., PR agents, web programmers, etc.WestWorld Productions, Inc., Beverly Hills, CA 3/2000 – 10/2000Director of MarketingPlanned and implemented all corporate marketing initiatives including product branding design andcontent; web site development, launch and promotion; and advertising sales and circulation promotionfor a company that produces three computer technology trade publications. Directed marketing andcirculation staffs and set department and individual goals, objectives and performance standards.Planned, developed and launched product extensions. P Developed and executed circulation retention and expansion strategies; responsible for corporate database of more than 100,000 subscribers with full annual audit. d Directed a $4 million list rental business. d presentations, trade show exhibit and web site promotional content.Managed, negotiated and orchestrated partnering agreements within computer technology, systemintegration and VAR trade associations.Continued relationship with company as consultant until replacement director was found in February2001. Weider Publications, Inc., Woodland Hills, CA 10/1999 – 3/2000
  • 4. Manager, Business Development & Integrated MarketingResearched, evaluated, developed, presented and managed non-traditional new product opportunities,i.e., brand licenses, and book, music and video deals. Authored business plans for new magazine-basedproducts. p Developed and implemented partnering deals with outside Internet-based companies.Managed new custom publishing business; created marketing solutions, promotional materials, pricingand specifications.Developed prototypes for new magazine-based products.Position was moved to New York office because of corporate restructuring. I declined the company’sofferto relocate.Fancy Publications, Inc., Los Angeles, CA 9/1994 – 10/1999Marketing Department ManagerManaged day-to-day operations of marketing organization for $75M magazine and book publishingfirm. Authored business plans for new and existing products. Directed marketing communicationsincluding display advertising, web site and corporate image enhancement efforts, sales presentations,direct mail, media kits, television commercials and print advertising. Oversaw direct-to-consumer anddealer product fulfillment operation and customer satisfaction program. Managed trade and consumershow sales channels and staffs, and show promotions and exhibits.Set up and directed database-marketing operations for direct-to-consumer sales channel and establishedInternet product sales channel through company web site.Conducted primary and secondary marketing research on customer demographics and industry trendsand performed competition analysis. Boulder Financial Corporation, Rancho Cucamonga, CA 8/1993 – 7/1994New Business Development SpecialistCreated promotional mailings that generated $6M in new and repeat business during 1993 and 1994.Designed competitor and product research strategies for comparative market analysis.Developed the companys first automated customer and real estate agent databases reducing labor cost25% on business volume during the year. Hughes Aircraft Company, Ground Systems Group, Fullerton, CA 6/1985 – 8/1993
  • 5. Marketing Analyst 1/1991 – 8/1993Coordinated product packaging design efforts for divisions commercial software products, designedtrade show displays, divisional promotional materials and large-scale sales presentations. Publishedreports on market demand and competing products. Wrote marketing plan and headed research for newsoftware products developed for the non-defense market. Directed and participated with marketresearch consultants to refine product design. Marketing Resource Planner 6/1988 – 1/1991Wrote, published and presented monthly marketing and R&D reports on current and proposed projectsto management at corporate level. Analyzed potential contract awards by comparing projectedmarketing cost to anticipated profits for a division with annual awards exceeding $300M. Managednew business investment budgets amounting to $10M annually.Finance Analyst 5/1987 – 6/1988Business Student II 6/1985 – 5/1987 Education California State University, Los Angeles. MBA. Emphasis: Marketing. 1997.California State University, Fullerton. BA. Major: International Business; minor: Spanish. 1989. AffiliationsAmerican College of Healthcare Executives – MemberWorld Research Group Healthcare Management Series Conferences – Presenter and PanelistForum for Healthcare Strategists – PresenterUSC School of Policy, Planning and Development – Guest SpeakerHealthcare Public Relations & Marketing Association – Member AwardsHealthcare Public Relations & Marketing Association’s Golden Advocate Award; Cedars-Sinai’s“Leading the Quest” Website, 2002Healthcare Public Relations & Marketing Association’s Silver Advocate Award for Website/E-Commerce; Cedars-Sinai’s “Leading the Quest” Website, 2002Healthcare Public Relations & Marketing Association’s Silver Advocate Award for PromotionalPresentation; Cedars-Sinai’s “Leading the Quest” Website, 2002

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