Resume/CV
Elizabeth L. Scott
New Media – Branding – Marketing Integration – Ebusiness
Tech-savvy, marketing and communications professional with 18 years experience directing award-winning marketing, communication and interactive technology programs, client services and multi-million dollar projects for diverse companies and industries. Demonstrated ability to build programs with measurable results, deliver complex initiatives and manage multidisciplinary teams.
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Professional Experience
PRESIDENT AND PRINCIPAL CONSULTANT, 2009 – Present
RAVEN NEW MEDIA AND MARKETING – Louisville, Kentucky
SR. BRAND & DIGITAL MARKETING CONSULTANT IN RESIDENCE, August 1, 2010 – Present
CREATIVE ALLIANCE – Louisville, Kentucky
On January 1, 2009, I launched Raven New Media and Marketing, a marketing and ebusiness services firm. Services include: Marketing program building; B-to-B and B-to-C strategy; Social media; web site audits (Internet, Intranet or Extranet); ebusiness and marketing plan review or development; internal process or team analysis; web, mobile and social technology reviews; technology integration for marketing and communication programs; ebusiness project management process development; content management system analysis; marketing writing services; reporting and ROI setup; dark site planning; multidisciplinary team training; executive workshops; and marketing team recruitment planning.
Selected Contributions:
- Second year selected as one of 5 national judges – Healthleaders Media Awards – Marketing, Advertising and Interactive Campaigns for Healthcare Systems Nationwide – June 2009
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Chairperson and Presenter – Healthcare New Media Marketing Conference “Connecting to Consumers in Today’s Healthcare Environment,” Phoenix, AZ — June 15-17
- Presenter – National Webinar – Q1 Productions: “The New Marketing Hybrid”– April 2
- Presenter – National Webinar – ADAM, Inc: “Strategic Web Health Content to Drive Revenue”– March 26
- Presenter – National Webinar – Health Strategy Institute: “Doing More with Less: Integrating Traditional and New Media” – February 26
- Conference Co-Chair – Fourteenth Annual National Forum on Customer-Based Marketing Strategies, Las Vegas, NV – February 11-13
- Selected as an advisory board member for Healthleaders Media publications.
- Presenter – Fourteenth National Forum on Customer Based Marketing Strategies, Las Vegas, NV: “The New Marketing Hybrid: Integrating Traditional Skills with Social Media Savvy” – February 12
- Clients include: Style Icon, LLC, SBC Advertising and Creative Alliance, Geonetric and A.D.A.M., Inc.
ASSOCIATE VICE PRESIDENT OF MARKETING & EBUSINESS, 2007 – 2008
NORTON HEALTHCARE – Louisville, Kentucky
Executed and managed the comprehensive marketing, ebusiness and call center programs for Norton Healthcare. Developed campaigns designed to penetrate and grow targeted markets for service lines, facilities, and physicians. Developed, implemented and evaluated all Internet, new media and interactive services for health care consumers. Led revenue-generating call center program for the health care system. Managed agency and vendor relationships. Managed a budget of 9+ million.
Selected Contributions:
- Chosen as Norton Healthcare’s 2008 Healthcare Fellow for the Health Enterprise Network.
- Chosen as Norton Healthcare’s first delegate to serve in the Women Executive’s Professional Enterprise Network (SOAR).
- Selected as a 2008, Louisville “40 Under 40 Top Professionals” (Business First)
- Due to success with execution of integrated marketing programs at Norton, selected as one of five national judges for a leading awards organization, Healthleaders Media. Judged health care advertising and marketing campaigns.
- Created the hybrid marketing program and email and database marketing program for Norton Healthcare – combining Marketing, eBusiness and Call Center shared services.
- Led the internal and external brand program for Norton Healthcare as well as all executions of the program – brand guide, voice, print, marks and program tags, event management, sponsorships, outdoor, T.V., and interactive. Responsible for consolidating brand equity across the physician and immediate care center programs.
- Brought the first health care system online bill pay, appointment requests and preregistration to the Kentuckiana market. Led teams to create new applications designed to increase ROI and patient satisfaction. Financial transactions on the site increased from $10,900 in 2004 to $1,800,000 in year one.
- Created the first marketing program for internal pharmacy recruitment. Included event planning, marketing materials, scripting, communications and web presence.
- Saved the department in excess of $334,000 through cost reductions and role efficiencies in 2007.
- Maintained a very high client satisfaction rating of 4.77 on a 5-point scale. Highest client satisfaction in 4 years.
- Managed a 14 member multidisciplinary team consisting of marketing managers, ebusiness strategists, technical analysts and a CRM marketing call center team.
- Predictive Index evaluator. PI trained by The Oliver Group.
DIRECTOR OF EBUSINESS, 2003 – 2008
(Position was not replaced. Managed these responsibilities as well as AVP position above)
NORTON HEALTHCARE – Louisville, Kentucky
Defined, developed, executed, and managed the comprehensive web strategy and web marketing program for Norton Healthcare. Developed Internet marketing and communication strategy that met and exceeded business goals. Directed Norton’s public web-based programs.
Selected Contributions:
- As a team of one, designed and launched a new, national, award-winning site, NortonHealthcare.com – a 20,000+ page site designed for consumer and patient interaction. Since the launch in 2005, more than 43 national and regional honors have been awarded for the site.
- Since the creation of the program, average daily visits to Nortonhealthcare.com have increased by 94.5% (2003-2007). (Additional statistics available).
- Created Norton Healthcare’s first Internet strategy plan and web strategy program now featured as a model for national health care systems building new ebusiness programs.
- Led teams to create online “Find a Doctor” application, online donations, ecommerce-driven community calendar, cheer cards, concierge services and Google® way-finding.
- Created one of the first health care system quality report sites in the U.S. designed to address internal and external accountability to more than 200 industry indicators. Considered one of the best in the country among health care organizations.
- Created a successful SEO and SEM strategy and program designed to target and draw traffic into selected areas of the site.
- Created and designed Norton Healthcare’s award-winning interactive DVD, The Norton Story, designed for use by executive management, for community positioning, recruitment, consumer awareness.
- Implemented Norton’s first content management system.
- Created a successful internship program for college juniors and seniors interested in web business.
SENIOR PROJECT MANAGER, INTERACTIVE COMMUNICATION SERVICES, 2001 – 2003
HEWITT ASSOCIATES, LCC – Atlanta, Georgia
Responsible for strategy and project management for clients’ communication programs. Created marketing materials, web sites, portals and online open enrollment materials for clients. Created a new business development tool for the Atlanta communication practice. The program stimulated new business support activities that included a repository for the best communication business proposals and the most valuable research activities to support Hewitt offerings.
Selected Contribution:
- Developed an interactive CD-Rom explaining the changes in health care offerings for Fortune 500 companies. The program emphasized the change management communication issues that accompany corporate health care insurance changes. The CD-Rom was used as a prominent new business development tool.
SENIOR PROJECT MANAGER, CORPORATE METHODOLOGY, 1998 – 2001
SAPIENT CORPORATION – Atlanta, Georgia
Directed .5 – 5 million dollar projects for Fortune 1000 clients. Responsible for building and maintaining scope, estimations, issues, reviews, risk, information architecture, tracking and team management. Team size: 5-23. PMI-based project leadership. Clients included: Sunglass Hut, Janus, UPS, SallieMae, Caterpillar, Portfolio Center, and Vertical One. Responsible for client account management, third-party vendors and executive-level client relationships.
Selected Contributions:
- Selected by executive management to lead Sapient’s project delivery methodology and new business offerings program. Responsibilities included instructional design, strategy, training, primary and secondary research, program management, team building, knowledge management tools, rollout and measurement.
- Served as an advisor for projects in U.S., London, Milan and Tokyo offices. Additional courses taught include: project management training, scope management training, and executive workshop training.
- Lead multi-disciplinary teams (technology, creative/design, content, business strategy, information architecture and user-centered research).
- Lead the development of the Content Strategy practice in the Atlanta office. Built interactive content programs for large corporate sites that included content development, editorial calendars, page-level content organization, style guides and content matrices.
- Developed project management tools-team morale measurement and executive workshop development.
NATIONAL DIRECTOR OF MARKETING & COMMUNICATIONS, 1996 – 1998
AMERICA OUTDOORS ASSOCIATION – Knoxville, Tennessee
Directed and executed all aspects of marketing and communications for the ssociation, including primary and secondary research, marketing strategy, media planning and scheduling, creative implementation, budgeting, proposals, and national sponsorship recruitment. Directed all marketing and communication efforts for the largest international conference and trade show for outfitters and guides (1000+ attendees).
Selected Contributions:
- Created the largest searchable database of outfitters on the web.
- Increased membership in the association by 23% and the prospective membership database by 34% in one year through web site redevelopment and an interactive marketing campaign.
DIRECTOR OF MARKETING & INTERACTIVE SERVICES, 1994 – 1996
THE TOMBRAS GROUP – Knoxville, Tennessee
Directed all aspects of the new business program and B-to-B account management resulting in 11 new clients (a 37% increase in new business), the creation of Tombras Interactive Services division, and 15% higher agency revenue.
Selected Contributions:
- Developed the first ad agency web site in Tennessee. The site yielded seven new clients in two months.
- Created an interactive division for the company.
- Founding member of Worldwide Partners’ HelpNet-an international group of advertising professionals dedicated to assisting agencies with the creation of interactive departments.
- Created and managed a database program with over 1000 clients, prospects and media professionals resulting in a 32% increase in agency telecommunications response.
Education
1994 – Masters of Science Degree – Communication, Major: Advertising, University of Tennessee – Knoxville, TN
Awarded the College of Communications‘ Outstanding Master’s Student 1993-1994
1991 – Bachelor of Arts Degree – Major: English, Minor: Art & Design, Centre College – Danville, KY
Developed the first graphic design internship for the college
Awards & Honors
2009 – Chairperson for the 2009 Healthcare New Media Marketing Conference
2009 – Co-Chair for the 2009 National Forum on Customer-Based Marketing Strategies
2008 – Louisville’s 40 Under 40 Top Professionals
2008 – Louisville Health Enterprises 2008 Fellow
2005 – 2008- 43 national and regional awards for NortonHealthcare.com and the eBusiness program
2005 – Actors Theatre of Louisville, Generation One Leadership Award
2005 – Technology Enterprise Network’s (TEN) 2005 Women in Technology, Honorable Mention
2004 – PRSA IABC – Landmark of Excellence Award – The Norton Story Interactive DVD (top honor)
2004 – The Communicator – Award of Excellence – The Norton Story Interactive DVD (National, top honor)
2001 – Creative Excellence Award – Portfolio Center site
2000 – Leadership Award – UPS consumer site – Online Package Tracking System
2000 – Above and Beyond Award – UPS Olympic site – Nagano Games site
2000 – Addy Award – Silver – Janus International Investments – Broker site
1994 – University of Tennessee, College of Communications’ Outstanding Master’s Student (1993-1994)
Associations, Boards & Panels
2009 National Judge – Health Leaders Media Marketing Awards – Categories TBD
2009 Conference Co-Chair – Healthcare Strategy Institute’s 14th National Forum on Customer-Based Marketing Strategies
2008 Advisor – Speaker Advisory Panel, Healthcare Strategy Institute
2008 Advisor – Publication Advisory Board, Health Leaders Media
2008 National Judge – Health Leaders Media Marketing Awards –Interactive & Children’s Campaign Categories
2008 Member – American Marketing Association (AMA)
2008 Member – Kentucky Society for Healthcare Public Relations and Marketing (KSHPRM)
2007 – 2008 Member – Women Executive Professionals Enterprise Network (WEPEN now SOAR)
2006 – 2008 Member – International Association of Business Communicators (IABC)
2004 – 2008 VP/Member – Generation One Board, Actors Theatre, Louisville, KY
2004 Member – Executive Board, Louisville Women in Technology (now TeN), Louisville, KY
2003 – 2008 Member – Forum for Healthcare Strategists (FHS)
2003 – 2008 Member – Greystone’s Healthcare Internet Benchmarking Group
