Marketing Leader
Go-to-market Expert
StoryTeller
Brand Guru
Marketing Leader
Go-to-market Expert
StoryTeller
Brand Guru
Marketing Leader
Go-to-market Expert
StoryTeller
Brand Guru
Marketing Leader
Go-to-market Expert
StoryTeller
Brand Guru
Over my progressive 20+ year career, I've developed a stellar record of creating marketing messaging that differentiates and drives continued growth. I have also championed the launch of go-to-market strategies for bestselling B2B and B2C products. As a strategic thinker with a creative mind, I love to problem-solve. I'm a dynamic leader that brings an action-oriented, results-focused mindset to my teams. When not developing rockstar marketing campaigns, I'm doing boy-mom stuff, throwing a ball for my rescue pup, and researching my next travel adventure.
June 2022 - Present
Developed and drove user-centric strategies to enhance the admin and member experience. Working with cross-functional departments with stakeholders in Partnerships, Access Operations, Network Operations, and the Prospect-Broker-Admin Experience pod, I crafted compelling narratives, streamlined messaging, and managed all admin-facing assets. As the voice of the customer, I used customer insights and competitive analysis to guide product decisions and maintain Sana's competitive edge.
Miga Care Partner Launch
Led the admin segment Care Partner launch efforts for Miga. The campaign included a webinar that held the record for the highest registration and attendee rate of a Care Partner launch.
February 2022 - December 2022
Built and directed end-to-end product marketing activities to facilitate lead generation and sales increase. Evaluated business success by defining strategic objectives for Product Marketing and establishing key performance indicators. Developed value proposition, product messaging narrative, and go-to-market launch strategy to achieve competitive advantage. Established and led the team in managing creative marketing and sales enablement initiatives. Performed market research and gathered client feedback to devise action plans for improving the company’s platform.
Wealth.com GTM Launch
Took product from zero to one in collaboration with the product, engineering, and development teams and subsequently led the rollout in the market within six months.
July 2020 - February 2022
Directed the Aviation division's global marketing policy, developed strategy, executed plans and activities, and oversaw a globally diverse team. Served as a member of the executive leadership team. Maintained coordination with the product team for support planning go-to-market and product strategy of new and existing aviation products. Performed market research and gathered client feedback to devise action plans for improving the company's service.
Corporate Strategic Pivot
Launched 10+ new product & service initiatives for commercial & private aviation between 2020-2021 to support corporate pivot during the pandemic.
July 2014 - July 2020
Led the development and execution of product marketing initiatives for three business verticals to generate million-dollar revenues. Created product positioning, value proposition, and use case narratives to enhance brand recognition among segmented audiences. Developed and managed a creative team that maintained product strategy and designed marketing materials. Designed GTM plans for new products and enhancements. Performed internal sales training to increase productivity. Conducted competitive market research and provided marketing insights to the sales team.
App Development & Launch
Planned and executed the successful launch of 5 mobile apps for Apple and Android platforms.
Corporate Rebrand
Collaborated and executed rebranding efforts utilizing influencing skills to gain alignment on the new design from internal stakeholders. Updated marketing collateral for 3 lines of business in a 6-month time frame.
April 2011 - July 2014
Devised and maintained strategic product roadmaps, managed new project initiatives for on-time delivery, and formalized the new product development/update processes. Crafted compelling product messaging and value propositions to engage diverse audiences. Developed marketing collateral to support product launches, including data sheets, brochures, proposals, and client presentations. Wrote new product project briefs, outlined scope of services, managed timelines, & deliverables.
CEO Award Winner
2014 recipient. This award is based on EXCO and Leadership team nominations for the employee who best demonstrated living the company values, exemplary performance and helped transform the business.
October 2008 - April 2012
Executed the marketing policy and created successful marketing strategies to meet the organizational goals of five business units. Created unique brand positioning and differentiators. Implemented brand, event, and product marketing plans. Wrote all corporate content such as website copy, e-newsletters, blog posts, and social media.
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Client Growth
Wrote and responded to all RFPs. This led to adding companies like IKEA, Dollar General, Orbital Sciences, Elkay and Food Lion to the client list.
Verbal & Written Communication
Mentoring
Collaboration
Relationship Building
Adobe Creative Cloud
Office365
G-Suite
HubSpot
Eloqua
Salesforce
Responsible
Innovative
Action-Oriented
Results Driven
Adaptable
Bachelor of Arts in Communications Media, May 2000
Principles of Marketing, Public Relations, Graphic Design
Send me an email at contact@mandyeddington.com
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