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Contact me for:

Strategic Marketing, Digital Marketing, and Product Marketing

Phone: 612.868.7604

Email: ccbratton@comcast.net

Website: www.colleenbratton.com

Address:

9120 Preserve Blvd

Eden Prairie, MN

PEARSON VUE MICROSOFT BEST BUY BLUE CROSS MN

BLUE CROSS AND BLUE

AGILE MARKETING LEADER

My passion is to drive innovative revenue-generating marketing initiatives that align business objectives and marketing strategies with customer needs. I enjoy leading and collaborating with internal teams and external partners to drive strategic planning and effective implementation using project management best practices and an approach that builds trust, drives clarity, and creates compelling customer value.

Demonstrated ability to drive work prioritization from a data-driven, growth perspective. Practiced at inspiring and discovering cross-functional team synergies and finding new ways to construct and deliver positive results.

EXPERTISE

Expertise

AGILE MARKETING STRATEGIST

Get results using innovation, new technologies that align marketing objectives with revenue goals.

Lead with a collaborative, strategic planning approach to create compelling customer value and drive sales growth across B2B and B2C audiences. Discover cross-functional team synergies and new ways to deliver quality user experiences. Solution-focused with an ability to concept, and communicate strategic marketing direction with measurable, data-driven metrics to internal teams, senior leadership, clients, and partners. Big picture thinking and detail-focused with ability to navigate ambiguity while building trust, and driving clarity.

EXPERIENCE

PROFESSIONAL TIMELINE

EDUCATION

BLUE CROSS AND BLUE SHIELD OF MN, Eagan, MN

Marketing Consultant - Project Manager 2019 - 2020

Developed and managed digital and print marketing initiatives: focused on building brand awareness and driving customer engagement through integrated marketing plans, strategic partnerships and sponsorships.

Led collaboration across Medicare, Medicaid, Individual and Family, Retail teams and agency partnes to develop and promote sport sponsorship event activations with the MN United, MN Gophers, and MN Senior Games with a goal to educate, advance health equity, and build community among families, youth and seniors.
Developed project plans and a multi-channel marketing plan to working across organizational teams to successfully launch a Mobile Dental Unit pilot program that provided free dental services to people in underserved outstate communities.
Managed Covid-19 marketing and member communication for email, SMS, website, and agent portals by creating a real-time streamlined content planning tool to help facilitate, prioritize, and schedule content ideas shared by senior leadership and other cross-functional teams.

2019 - April 2020

Best Buy, Richfield, MN

Marketing Independent Consultant

Lead Marketing Manager

Personalized Marketing Engine: Collaborated with CRM, campaign analytics, business teams and marketing to create data-driven personalized marketing communications designed to drive customer acquisition, retention and engagement strategies to drive sales across multiple product categories and customer segments.

Marketing Product Owner - Digital Customer Experience

Customer Acquisition and Retention (CAR) Team: Aligned marketing strategies, business team needs and IT development requirements to create quality customer-value driven experiences across multiple channels in an Agile development environment. Managed Roadmap, Sprint planning, and gathered user story, customer needs to ensure a shared understanding of requirements across teams.
Upgrade Checker: Customers log-in using their mobile number, online, mobile app or in-store to check their upgrade eligibility time-frame. Invited to opt-in for future tips, tricks, offers to help them get the most from their mobile phone.
Upgrade Reminder, Happy 24: Customer invited to opt-in once they purchase their mobile phone – offering monthly communications providing tips and tricks, mobile phone accessories – cross-sell up-sell and opportunity to be reminded.
Gift Card Reserve: Digital customer flow inviting customers to opt-in for a free $50 gift card -automatically delivered/redeemed in real-time when customer purchases new mobile phone in-store or online.

2002 - 2014

SUPERVALU (NORTHERN REGION), Hopkins, MN

Advertising Manager / Loyalty Marketing Manager

Managed an in-house marketing communication team that developed and executed direct to consumer promotions, strategic partnerships and loyalty marketing programs to drive traffic and increase sales for corporate and independent-owned grocer ad groups.

EDUCATION

2014 - 2018

PEARSON VUE (PEARSON EDUCATION), Bloomington, MN

Manager, Global IT Strategic Marketing, 2016 - 2018

Managed a global marketing team: Managed team of 6 marketing managers focused on developing and deploying strategic marketing initiatives and multi-channel campaigns focused on driving demand for IT certification training and testing. Provided IT client partners end-to-end marketing support to help them grow their business by targeting IT Professionals, Partner Networks, and B2B Corporate, Commercial, Academic and Military audiences.

Collaborate across matrixed teams to align strategy, shared goals, and workflow prioritization. Focused on delivering relevant, timely, and quality customer experiences through digital product development, marketing automation, Salesforce cloud technologies and digital marketing channels including email, online advertising, events, web, and e-commerce.

Digital multi-use exam vouchers with learning materials
Client Marketing, Reseller, and Partner Marketing programs
E-commerce with custom and co-branded websites
Marketing Strategy: Value proposition, messaging frameworks and lead generation initiatives
Marketing Automation: CRM programs, Email, Web, and Organic and Paid Media

Manager, Global Microsoft Marketing, 2014 - 2016

Microsoft Marketing Manager: Hired and mobilized a global team dedicated to driving demand and increasing engagement of Microsoft IT training and certification products. Developed and deployed digital marketing strategies targeting IT professionals, partner networks, corporate IT teams and military personnel. Led multiple digital development projects across matrixed internal and external teams focused on creating quality customer experiences and new revenue-generating business opportunities.

Microsoft Multi-use Exam Voucher - Booster Pack Campaign
Online Proctoring
Partner and Channel Sales Marketing Portal
Acclaim Badging - B2C and B2B Impacts

Best Buy Inc., Richfield, MN

Marketing Independent Consultant

Lead Marketing Manager

Personalized Marketing Engine: Collaborated with CRM, campaign analytics, business teams, and marketing to create data-driven personalized marketing communications designed to drive customer acquisition, retention, and engagement strategies to drive sales across multiple product categories and customer segments.

Marketing Product Owner - Digital Customer Experience

Customer Acquisition and Retention (CAR) Team: Aligned marketing strategies, business team needs, and IT development requirements to create quality customer-value driven experiences across multiple channels in an Agile development environment. Managed Roadmap, Sprint planning, and gathered user story, customer needs to ensure a shared understanding of requirements across teams.
Upgrade Checker: Customers log-in using their mobile number, online, mobile app, or in-store to check their upgrade eligibility time-frame. Invited to opt-in for future tips, tricks, offers to help them get the most from their mobile phone.
Upgrade Reminder, Happy 24: Customer invited to opt-in once they purchase their mobile phone – offering monthly communications providing tips and tricks, mobile phone accessories – cross-sell up-sell and opportunity to be reminded.
Gift Card Reserve: Digital customer flow inviting customers to opt-in for a free $50 gift card -automatically delivered/redeemed in real-time when customer purchases new mobile phone in-store or online.