Short summary of Deirdre MacBean's skills and experience in marketing communications, marketing strategy, digital strategy, digital marketing, content marketing, thought-leadership, B2B marketing, social selling and social media

1. 1© 3M Company 2016. All Rights Reserved. 3M Confidential.
Strategy
Communication
s
Amplification
Measurement
Deirdre MacBean
Communications to drive change
EXECUTIVE SUMMARY:
A rare combination of seasoned, analytical marketing strategist, business developer and creative storyteller, I excel at
driving big new ideas, internally and externally.
A practiced listener and fast learner, I’ve quickly earned my keep in different languages, roles, sectors and cultures.
I’m adaptable, collaborative, persuasive and entrepreneurial, with a strong grasp of all modern sales and marketing tools,
including digital and social.
CAREER HIGHLIGHTS:
As editor, transformed a UK government magazine from bland mediocrity to a must-read for political journalists. Encouraged
transparency and tackled sensitive issues
Launched 3M’s first employee advocacy program. Then led a cutting-edge project with 3M’s high-tech Drug Delivery Systems
sales team to drive industry thought-leadership.
Ran 3M Central Europe’s first training program for authorized online channel partners, to strengthen 3M’s digital reach. Won
a 3M growth award and built loyalty among distributors.
Continually expose people to new ways of thinking –participated in the 3M Impact pilot; launched the Men as Advocates
group for WLF – featured as a best practice in Forte Foundation’s Men as Allies corporate tool kit.

2. Modern marketing communications skills to drive goals
Digital competenciesNarrativeCore competencies
21
Public relations –
Press office,
Corporate & internal
Communications
Digital Marketing –
SEO, email
marketing, paid
media
Marketing
communications –
insights, journey
mapping, strategy to
delivery, amplfication,
measurement &
optimization of
integrated campaigns,
Editorial
leader/journalism –
editorial oversight
and planning; article
writing, graphics, and
video/audio direction.
Advanced communications
skills
3
Marketing strategy
– Market analysis
and marketing
planning; Sales
productivity
Social listening and
influencer outreach
– gather insights,
identify key topics
and influencers. Build
relationships.
Collaborate and co-
create.
Content strategy &
thought-leadership –
driving business goals
through thought-
leadership and
strategic distribution of
content
Content creation –
managing creative
teams or writing and
directing written,
audio or film pieces
myself
Social selling –
prospecting and
networking on social
platforms. Sales
Navigator/LinkedIn
Employee advocacy
– supporting staff to
share on social
media to build brand
and credibility
Team leadership | Vendor management | Budget management
Social media –
Strategy by platform
audience planning,
content creation
User experience –
web design; user
testing; AB testing;
optimization; hot
spots/eye-tracking
UK Government Press Office, Editor, Pergamon Press,
BNP-Dresdner Bank, ArbesTechnologies, Prague Bus.
Journal
Modernista, 3M Cesko, 3M CEE (corporate marketing, brand
and digital roles.) Key vendors – Mindshare, Lundegaard
3M U.S. with vendors – LinkedIn, BrandWatch,
Sysomos, Hanley Wood