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Daniel Baldwin

410 Wiskey Road                                                                                               (130) 560-7042

Brookville, SA  15200                                                                         daniel.baldwin@gmail.com

Accomplished Marketing and Communications Executive

Dynamic, hands-on leader and creative solutions provider with expertise in strategic marketing, brand management, marketing communications and public relations. Demonstrated ability to lead complex projects from inception through execution. Track record of success developing integrated marketing initiatives that drive revenue, build organizational market value and deliver measurable results.

Core Strengths

■           Strategic and Tactical Planning

■           Branding Strategy and Product Positioning

■           Digital, Offline, Database and Direct Marketing

■           Lead Generation, Metrics and Forecasting

■        Social Media Networks and Tools

■        Multicultural Marketing

■        PR/Advertising/Event Marketing

■        Sales/Business Development Support

Professional Experience

APS Healthcare, White Plains, NY                                                                 Mar 2010 – Present

Director, Marketing & Engagement – East Region (reduction in workforce due to cancellation of state contracts)

Led the strategic marketing planning for administering $150MM+ state government health management program contracts to drive sales, engagement and brand awareness.

Impact: Comprehensive/integrated member and provider outreach engagement initiatives met and/or exceeded contractual performance guarantees.  Results include improved health outcomes, reduced operational costs and drove additional incentive revenue.

·          Served as project leader for all regional strategic initiatives including planning, managing and reporting of complex projects in support of multi-channel campaigns targeting members and healthcare professionals.

·          Led cross-functional groups to utilize data and analysis to create concise conclusions and recommendations for improving customer experience, optimizing marketing and program development.

·          Provided knowledge, experience, tools, and guidance in the development of sustainable competitive advantage, identifying strategic competitive differentiators, competitive analysis, VoC, and SWOT analyses. Validated customer and business requirement inputs for the development of program specifications.

·          For all e-marketing and web initiatives, provided data-driven insights resulting in specific action plans and quantifiable business improvement.

·          Defined key metrics to measure multi-program website performance, utilized tracking dashboards and distributed regularly scheduled web reports including monthly traffic metrics.

Financial Executives International (non-profit), Florham Park, NJ                 Jul 2009 – Dec 2009

Vice President, Membership (reduction in workforce due to prior 2yrs of loss of membership)

Led a team of 9 to drive membership and meet annual revenue goals.  Initiatives included: strategic planning, member/prospect segmentation, conferences and events, web development, branding, lead generation, PR, direct and e-marketing as well as advertising.

Impact: Turned around an organization that had lost members and revenue (over previous 14 quarters) and posted two consecutive growth months (Nov/Dec) generating more than $1.2MM in revenue.

·          Led the creation of materials and campaigns designed to increase customer interest, engagement, and acquisition. Utilizing membership data and database segmentation, created and implemented digital/email member messaging strategy, resulting in 18-20% conversion rates for retention and acquisition efforts.

·          Identified and reported on all website, online and e-marketing marketing KPIs.  Developed conclusions and recommendations for improving user experience and optimization of marketing initiatives.

·          Managed online campaigns and initiatives from concept to implementation and analysis for all online vehicles including Marketing, Social Media sites, and landing pages/microsites.

Skyline Steel, LLC (Division of ArcelorMittal), Parsippany, NJ                  Sept 2008 – Mar 2009

Director of Marketing (15% global reduction in workforce initiated by parent company)

Developed and managed all integrated global B2B marketing and communications activities, including:  strategic planning, market segmentation, internal/external communications, web development, lead generation, PR, sales support, direct and e-marketing, advertising as well as organic growth and new customer acquisition initiatives.

Impact:  Increased sales opportunities and supported international expansion.

·          Created enhanced lead generation program, promotional campaigns for new website registrations and opt-in subscribers.  Results included: increase of 427% in lead generation activity, 186% in web registrations and 404% in subscribers.

·          Provided leadership, strategy and execution in the analysis of all website and online marketing activities including; supervising data collection, performance tracking and measurement, reporting of KPIs, providing quantifiable recommendations for site and marketing campaign optimization, and ad-hoc analysis as needed.

·          Implemented customer messaging strategy resulting in 30% email campaign response rates.

SpineUniverse LLC, Montclair, NJ                                                               Jun 2007 – Sept 2008

Marketing Consultant (contractor)

Responsible for online strategy (PPC/Impressions, Geo-targeting, social media), process, and organization, which deliver information, insight, and recommendations to monitor, measure, and optimize the online business.

Impact:  50+% increase in sales and 20% increase in website traffic.

·          Developed strategic marketing plan in support of aggressive sales and revenue goals. Recommended strategic partnerships to identify new audience, build awareness and establish trust to remove sales barriers.

·          Leveraged online metrics to assess and recommend improvements to the scope and depth of online lead generation programs.

·          Implemented new corporate identity initiative as well as identified key points in VoC research to develop targeted sales support materials, website architecture development and content.

·          Executed local and national integrated public relations strategy to build brand and position company as leading global medical education company focused solely on the spine.

Wyndham Worldwide (Formerly Cendant), Parsippany, NJ                             Jan 2006 – Jun 2007

Director, Marketing Communications (reduction in workforce due to impact of recession on travel industry)

Developed and implemented global B2B strategic marketing plan (including the Americas, EMEA, Asia/Pacific), managed internal/external communications, PR/media relations, global event planning and competitive market analysis.  Supervised a team of 8 responsible for all global marketing and communications initiatives.

Impact:  Increased new customers, improved marketing operations and effectiveness of programs.

·          Developed online lead generation site design, managed inbound traffic, outbound customer communication, as well as create assets and campaigns to nurture and qualify leads for the sales force team.  Results included a 26% increase in new customers as well as a higher customer retention rate.

·          Monitor and analyze the results of all digital marketing programs using Google Analytics in an effort to identify what best drives awareness and lead generation.

·          Provided insights and recommendations where appropriate to improve business, website and/or e-marketing program performance and support forecasting efforts.

·          Served as a strategic partner and provided sound, strategic and tactical counsel to senior executives and business leaders to effectively advance company’s reputation and brand throughout the travel industry.

Lee Hecht Harrison, Woodcliff Lake, NJ                                                       Dec 2001 – Jan 2006

Director, Global Marketing Operations

Developed and executed integrated global B2B and direct-to-consumer marketing programs (including the Americas, EMEA, Asia/Pacific).  Set corporate strategic direction and served as business consultant for all global offices.

Impact:  Delivered on the domestic and international growth targets of the organization.

·          Initiated and managed global strategic marketing campaigns targeting C-Level contacts increasing sales and capturing additional market share by 22% for both core and major new products.

·          Successfully managed corporate identity initiative to reposition organization as a talent solutions company focused on delivering Career Transition, Leadership Consulting and Workforce Solutions.

·          Through key stakeholder and constituent research/data points, built and maintained effective as well as consistent global web presence (39 localized web sites in 31 countries) providing competitive differentiation, and driving global web traffic resulting in local revenue increase.

·          Administered and supervised lead generation programs resulting in a 15% growth in new customers.

Selected Professional Experience Prior to December 2001:

Empire BlueCross BlueShield, New York, NY:  Marketing Manager, Member Relationship Management

Medco Health Solutions, Franklin Lakes NJ:  Associate Marketing Manager, Member Communications

Professional Awards and Recognition

·          Two-time recipient of the President’s Award for Quality, Leadership & Exceptional Team Performance at Lee Hecht Harrison

·          ACE Award (Awards for Communications Excellence) from the International Association of Business Communicators in the category of Computer Based Communications/Internet Worldwide Websites in recognition of the LHH.com website for “setting new standards for impact and effectiveness”

·          Three-time recipient of the Outstanding Service Award at Simon & Schuster

Technical Skills

Expert PC Proficiency:  Word, Excel, Access, PowerPoint, Front Page and Project, Google Analytics, Salesforce.com, WebEx, Goldmine, Lotus Notes, Visio, Adobe Acrobat, basic Mac knowledge including Quark and Photoshop

Education

B.A., Communication Arts

Ramapo College of NJ, Mahwah, NJ

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