Resume:

BARBARA J. BAUER
19160 Warrior Brook Drive
Germantown, MD 20874 * (301) 922-6521
Barb.Bauer@comcast.net * http://www.linkedin.com/in/barbbauer
MARKETING DIRECTOR
Dynamic, accomplished marketing strategist in the digital market place possessin
g a wealth of national and global expertise. More than 9 years experience inter
net marketing, site development and electronic messaging. Expert integrating onl
ine, offline, partner-driven and social media marketing to maximize customer eng
agement, sales, conversion rates, blog membership, and prospects.

EXPERIENCE
VICE PRESIDENT, DIRECTOR OF MARKETING
WPL Publishing, Rockville, MD
2009 - Present
Organization specializing in electronic educational information content, product
s, publications and events targeting construction law, technology and green buil
ding professionals. Collaborate with CEO to define and develop strategic busines
s and marketing objectives.
* ORCHESTRATE AGGRESSIVE CAMPAIGN STRATEGY: Implement and direct all promotiona
l activities, media integration, list prospecting and analysis. Write, edit comp
lex legal and technical messaging tailored to changing business trends. Integra
ted online and partner-driven channels resulting 40% increased profits 2010.
* GREW BUSINESS FROM START-UP TO ESTABLISHED COMPANY, 2009 – 2010. Charged with o
perations, hiring/mentoring and training, policy formulation and goal setting.
Influential communicator maintaining positive relations with high-performance te
am members and vendors.
* DEVELOP REVENUE-GENERATING WEB PROJECTS. Define mission, sales message and lay
out. Build “user centered” sites utilizing multiple platforms. Apply SEM, SMO techni
ques (XML Sitemap, PRWeb, GoogleAdwords and RSS feeds, html/CSS code. Administer
content, applications, advertising, and social media tools for SEO. Released 2
00 sites/landing pages.
* ESTABLISH AND EXPAND DIGITAL CONTENT PRODUCTS by examining industry trends and
ROI. Successfully released GreenBuildingInsider.com from membership site of 3,0
00 to paid product. Expanded efforts into LEED certification as part of a partn
ership with Green Building Services. Produced online seminars and products worth
$550K revenue.
* PROFITABLY PRODUCE INTERACTIVE TRAINING EVENTS. Responsible for planning, prom
oting and executing 75-100 webinars/year yielding $1M in profits. Partner with
business development to finalize speaker requirements, interactive copy, design,
logistics and marketing strategy.
* DIRECT ELECTRONINC MESSAGING COMMUNICATION EFFORTS. Oversee copy, design/layou
t, linking strategy, list selection and analytics. Maximized conversion rates 50
% creating and deploying 200+ unique time-sensitive messages.
* SUPERVISE E-COMMERCE INITIATIVES managing Intuit Homestead catalog updates, (9
2+ pages), linked to multiple sites and promotions. Integrate SEO tools, cross-
selling opportunities, and multiple channel integration accumulating $800K in pr
oduct sales.
* CONDUCT IN-DEPTH CUSTOMER RESEARCH AND ANALYSIS examining list/campaign respon
se, web analytics, technical & GeoLocation metrics, customer purchasing habits,
real-time survey (67/year) and industry trends. Increased conversion rates 20%,
redirecting editorial focus and product features.

MARKETING COMMUNICATIONS DIRECTOR

Elsevier Business Intelligence, Rockville, MD
Feb 2007 – Mar 2009
Multi-million dollar pharmaceutical, biotech and medical device news and busines
s resources (online and print), conferences and webinars. Oversaw integrated mar
keting processes as part of web 2.0 transition and alignment with Windhover Info
rmation.
* LED DEVELOPMENT AND IMPLEMENTATION OF NATIONAL AND INTERNATIONAL MARKETING INI
TIATIVES: Produced 92 campaigns, 20 new formats delivering 50% revenue growth in
first year. CREATED AND CULTIVATED NEW PROSPECT DATABASE. Accrued 700K leads fo
r direct marketing, 900K for electronic transmission.
* BOTTOM-LINE RESPONSIBILITY FOR BUDGET MANAGEMENT, fiscal year planning Generat
ed yearly company-wide marketing plan incorporating newly merged Windhover finan
cials. Assigned and forecasted revenue projections taking on 10 additional produ
cts, 15 conferences and 25 webinars.
* INTERVIEWED, TRAINED, COACHED TEAM MEMBERS at 3 national offices. Constructed
online sharing system of best practices, procedures. Implemented project manage
ment goals for cross-functional team instituting “creative briefs” streamlining 100+ o
ngoing promotional projects. Increased process efficiencies 40%.
* CREATED AND MAINTAINED WEB-BASED PRODUCTS consisting of 6 online newsletters a
nd associated blogs for conversion optimization. Generated integrated multi-medi
a campaigns for international product, PharmAsiaNews.com. Pulled, delivered then
segmented test formats and prospect lists securing $90K at launch.
* INSTITUTED ELECTRONIC LEAD GENERATION, EXPANSION: Oversaw e-promotions, online
banner and text ads linked to free trials, content, premiums, white papers and
discounted offers. Increased reach incorporating PRWeb, SmartBrief and FierceBio
tech. Maintained positive ROI converting trialers to buyers: $200K revenue/$9K
costs.
* WROTE SCIENTIFIC PROMOTIONAL COPY on regulatory issues surrounding FDA, biotec
h, pharma and medical device industries. Incorporated industry and regulatory c
hallenges with sales messaging, organization mission and product features. Exce
llent writing skills translating complex text into convincing campaigns understa
ndable by diverse audiences.

SENIOR MARKETING MANAGER

United Communications Group, Gaithersburg, MD
Oct 2003 – Feb 2007
Portfolio of more than 50 products and services for business, regulatory and hea
lthcare providers with more than two million clients worldwide. Identified and
analyzed opportunities for product development with accompanied promotions with
focus on revenue growth.
* PRODUCT AND CAMPAIGN MANAGEMENT Product and campaign management: Oversaw intri
cate promotions for more than 20 products: direct mail, electronic, telemarketin
g, advertising and affinity partnerships. Responsible for evaluating product pe
rformance: testing, needs assessment, P&L, LTV, demographic, competitive, trends
 and SWOT analysis. Successfully released new products exceeding product profit
contribution goals 20%.
* CONDUCTED FULL-CYCLE BUDGET PLANNING AND FORECASTING, applied strategic analys
is, objectives and pricing for all products. Provided additional quantitative in
put to product roll-up outlining units and revenue for monthly and long term rev
enue goals. Monitored conversion rates. Proven track record meeting or exceeding
sales targets while maintaining budgetary goals.
* HEADED ONLINE TASK FORCE for development of digital e-zines, news alerts, bann
ers, html conference and webinar campaigns. Structured testing, processes workf
low, best practices and template development. Applied attribution tools, WebTre
nds and Zoomerang for measurement.
* PRODUCED ELECTRONIC FORCED FREE TRIAL PROGRAM. Deployed time-sensitive campaig
ns embedding “tough accreditation survey challenges” teaser with “solutions” linked to co
imentary issues and landing pages. Generated continuation invoicing, monitored p
rospect list response achieving npr of 1.15.
* IMPLEMENTED MULTI-MEDIA STRATEGY FOR GOOGLE-POWERRED SEARCHJCAHO.COM focusing
on touchpoint value: “lightning-quick” survey preparation, virtual events, content, JC
AHOWatch listserve (5,000 members), ezines. Oversaw aggressive electronic, telem
arketing, advertising and direct mail campaign of 75K. Worked closely with site
license team for facility pricing.
* WROTE COMPLEX REGULATORY CONTENT on hospital accreditation incorporating produ
ct "problem solving" benefits, mission and branding. Worked closely with senior
journalists transforming complicated regulatory updates into comprehensive messa
ging.

NEW BUSINESS MARKETING MANAGER

PRIMEDIA, Gaithersburg, MD
Sept 2001 – Aug 2003
Fortune 500 company known for targeted consumer media with more than 280 publica
tions. Responsible for marketing and business development of equine enthusiast
products.
* ADMINISTERED MULTIPLE PANEL TESTING: 4-5 formats, quarterly mailings of more
than 700K prospects. Developed, formulated complex response data and design: con
trol, price points, format, teaser, segmented lists and anticipated/net profit m
argins.
* STRENGTHENED PARTNERSHIPS with key fortune 500 companies, associations and ret
ail to expand penetration by channeling advertising, leads, conference exposure,
package inserts and card deck placement.
* CONDUCTED ONLINE DEMOGRAPHIC RESEARCH, MODELING. Assessed subscribers of PRIM
EDIA's 70 publications targeting and testing buyers of multiple products. Succes
sfully qualified and penetrated new Canadian market.
* EXECUTED GROUND-BREAKING TACTICS FOR CROSS-PROMOTIONAL ACTIVITIES: Advertisin
g (print and online), cover wraps, bind-in cards and list usage across multiple
channels. Increased cash pay-up by 10% restructuring and overlapping holiday, d
onor and renewal programs.
* FORMULATED AND ANALYZED WEB-BASED CRM FULFILLMENT STATISTICS calculated by Pal
m Coast Data systems. Targeted new prospects and future campaigns based on cash
pay-up, list performance and testing metrics. Authoritative source for revenue s
tatistics by presenting ongoing results to management.
SKILLS:
Computer: MS - NT/2000/XP/Office 2000/2003/2007
Software: Adobe Creative Suite 4: PhotoShop, Dreamweaver, Illustrator Acrobat Re
ader & Exchange, InDesign
Documents, Records: Crystal Reports (Successfully completed course 126 2007, Lea
rning Tree International, Rockville)
Web: Dreamweaver, SUBHUB, TypePad, Homestead Intuit, Fonality, SugarSync, Hostit
o
Social Networking: Linkedin, Twitter, Facebook
E-mail: Magnet Mail, Exact Target,
Metrics: Advantage, MultiPub 2.0, VISTA, ARGI, Google analytics, GoogleAdWords,
Webtrends,
SurveyMonkey, ADMARC, Zoomerang
Programming Languages: HTML, CSS
AFILLIATIONS:
Specialized Information Publishers Association (SIPA) Member 2007 - present
Panel Speaker: 42 Best Ideas in E-mail and Web Marketing, June 2008
EDUCATION:
County College of Morris, Randolph NJ
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Brief Description:
I am a marketing strategist in the digital market place with more than 9 years e
xperience in internet marketing, site development and electronic messaging. I p
ossess a wealth of national and global expertise integrating online, offline, pa
rtner-driven and social media marketing to maximize customer engagement, sales,
conversion rates, blog membership, and prospects.
I have been charged with the conceptualization and implementation of large-scale
online product and marketing initiatives. My marketing approach is both innov
ative and tactical – continuously testing and building creative promotions and webs
ites with an emphasis on search engine optimization, new media applications, soc
ial media, online lead generation and advertising.
Currently, I hold the position of marketing director at WPL Publishing where I h
ave expanded the business from a start-up to established company within one year
, increasing profits by 40%. Innovative strategies to maximize customer engagem
ent, maintain lifetime value and convert new site visitors – has led to this financ
ial success.
I am very much interested in an opportunity where I can apply my knowledge and s
kills, and can grow within an organization. To discuss how I can increase your b
ottom line and my experience in detail, please contact me at (301) 922-6521
Employment History
WPL Publishing
Bethesda, MD
VP and Director of Marketing
4/2009 Present
Work Description:
Established start-up company specializing in digital information content, produc
ts, publications and events for construction law, technology and green building
audience. Collaborate with CEO to define and develop strategic plan and vision t
o increase customer retention and acquisition implementing online, offline and p
artner driven marketing. Engineered and structured ground-breaking business proc
esses transferring start-up model into structured organization.
Elsevier Business Intelligence
Rockville, MD
Director, Marketing Communications
2/2007 3/2009
Work Description:
Managed marketing department for multi-million dollar division encompassing phar
maceutical, biotechnology and medical device online/print information services,
conferences and webinars. Oversaw integrated marketing processes as part of an a
lignment with Windhover Information.
United Communications Group
Rockville, MD
Senior Marketing Manager
10/2003 2/2007
Work Description:
Directed promotional activities for hospital accreditation, medical device and h
ome health educational resources, conferences and webinars. Introduced new produ
cts and events to the industry.
Developed innovative promotional programs. Conceptualized themes, messaging and
vehicles based on data, trends and creativity: commissioned CRM representatives
for solicitation to prospects and leads; set editorial advertisement placement w
ithin news-alerts and e-zines; expanded advertising insert program.
Web-based project leader structuring programs and internet channels for forced f
ree trials, conferences/webinars, subscriptions, alerts, renewal campaigns and s
urveys.
PRIMEDIA
Gaithersburg, MD
New Business Marketing Manager
9/2001 8/2003
Work Description:
Oversaw design and development of all promotional programs, from conception to c
ompletion: direct marketing, telemarketing, online and print advertising, invoic
e, billing, renewal, donor and holiday campaigns. Strong ability balancing multi
-media plans, campaign deadlines and budgetary goals.

Aspen Publishers
Gaithersburg, MD
Promotions Manager
10/1999 7/2001
Work Description:
Responsibility for setting promotional activity for legal, healthcare and intern
ational food science products. Produced, positioned and provided corporate with
forward looking projections for: educational textbooks, professional books, jo
urnals, newsletters and supplemented manuals.