Lisa Samuels

Senior Director of Marketing (07.2023 – 01.2024)
Director of Marketing (07.2022 – 06.2023)
Director of Program Engagement (01.2022 – 06.2022)

In consecutive roles, I improved performance within the marketing department by optimizing resources, including planning annual budgets, while identifying market based KPIs and setting my teams up for success. I provided strategic direction to a five-member team, set long-term strategies and goals for marketing, and coordinated sponsorship… Show more

Senior Director of Marketing (07.2023 – 01.2024)
Director of Marketing (07.2022 – 06.2023)
Director of Program Engagement (01.2022 – 06.2022)

In consecutive roles, I improved performance within the marketing department by optimizing resources, including planning annual budgets, while identifying market based KPIs and setting my teams up for success. I provided strategic direction to a five-member team, set long-term strategies and goals for marketing, and coordinated sponsorship and exhibit activities for the sales team.

This entailed defining strategic plans, overseeing logistics, restructuring operations, and collaborating with the editorial department to ensure a cohesive presence at all exhibits. Throughout this time, I maintained open lines of communications among my department and teams while reporting to corporate stakeholders.

• Boosted conversion rates by generating the highest rate of new client acquisitions in 10+ years and improving the quality of sales qualified leads.
• Led a cross-functional team through a critical performance-boosting transformation, raising the marketing department’s relevance and reputation.
• Rolled out a single-article access process, eliminating the need for an automated free trial which led to prospect frustrations and complaints, therefor enhancing customer satisfaction.
• Launched a sales funnel which simplified lead acquisitions/tracking and laid the foundation to execute a nurturing campaign, optimizing the journey for prospective clients.
• Spearheaded our first customer satisfaction survey, including establishing goals, selecting a design/implementation partner, assembling/overseeing an internal core stakeholder team, and facilitating product enhancements based on feedback. Show less

Director, Marketing & Membership (01.2020 – 01.2022)
Director, Marketing & Communications (01.2013 – 12.2020)

By expanding brand awareness and leveraging bespoke marketing, communications, and membership strategies I successfully increased memberships and event attendance. Additionally, I grew online engagements and drove traffic to our online community platform, leading to enhanced communications and personal development among members.

• Boosted new member acquisition 40% YOY… Show more

Director, Marketing & Membership (01.2020 – 01.2022)
Director, Marketing & Communications (01.2013 – 12.2020)

By expanding brand awareness and leveraging bespoke marketing, communications, and membership strategies I successfully increased memberships and event attendance. Additionally, I grew online engagements and drove traffic to our online community platform, leading to enhanced communications and personal development among members.

• Boosted new member acquisition 40% YOY by launching our first membership recruitment campaign, Access Granted.
• Piloted TEI’s first rebranding initiative in the firm’s 74-year history launched at the Institute’s Annual Conference.
• The rebranding included transforming our visual identity and tagline while developing a new communications platform in collaboration with our branding partner.
• Created new concepts based on member-driven market research, in-depth analysis of our current brand position, and identification of core personas.
• Headed TEI’s sponsorship program as company’s first director of marketing and communications, effectively driving sales, sponsor retention, and interest in offerings.
• Implemented an online marketing platform which provided access to recruitment information and Institute resources for 57 volunteer-led chapters.
• Recognized with an Association Media & Publishing Excel Award for the success of my Access Granted campaign. Show less

With clients in both the for-profit and non-profit sectors, I tailored my marketing, project management, and event planning services, solutions, and advice to suit their individual needs. My key clients included: The Wickford Group, American Society of Health-System Pharmacists, Seneca One Finance, National Multiple Sclerosis Society - National Capital Chapter, and Cystic Fibrosis Foundation.

Vice President, Marketing (03.2009 – 03.2011)
Director, Marketing (07.2008 – 03.2009)
Production Manager (11.2005 – 07.2008)

Over my tenure, I exceeded set marketing and leadership goals, including driving customer engagement and market positioning by creating and implementing sales and marketing strategies for multiple brands and products. In addition, I owned a full range of activities, from managing budgets of up to $2M, overseeing director reports and vendors, executing… Show more

Vice President, Marketing (03.2009 – 03.2011)
Director, Marketing (07.2008 – 03.2009)
Production Manager (11.2005 – 07.2008)

Over my tenure, I exceeded set marketing and leadership goals, including driving customer engagement and market positioning by creating and implementing sales and marketing strategies for multiple brands and products. In addition, I owned a full range of activities, from managing budgets of up to $2M, overseeing director reports and vendors, executing campaigns, facilitating new product launches, and influencing product development to performing competitive research. Throughout this time, I implemented several promotions, tracking and reporting on their response rates.

• Elevated brand positioning and customer engagement by refreshing the brand to target specific customer segments while ensuring consistent brand messaging.
• Conceptualized and rolled out an integrated marketing program, including a direct mail program for eight brands across two business lines, which helped drive our growth goals.
• Increased traffic by updating websites for Seneca One and sub-brands with SEO content, SEM strategies, and clean designs.
• Supported the company’s growth initiative by outlining a strategy for and executing a lead management system, including facilitating the redevelopment of our CRM system. The new system transformed demand generation, sales lead response rate tracking, and customer information processing.
• Bolstered outbound calling rates 300% by integrating an outbound call module to track response times.
• Won the Unsung Hero of the Year Award for my overall contributions to corporate excellence. Show less

• Initiated strategic marketing and sales planning for print and electronic products
• Participated in development and management of proposed and existing products
• Oversaw all aspects of product promotions and sales
• Projected audiences and sales for products
• Negotiated and managed reseller agreements
• Established and enhanced customer base through personal communications and face-to-face meetings; provided ongoing customer service