SUSAN D.

FOGT
Albany, NY | 518.441.4431 | susanfogt@me.com | www.linkedin.com/in/susanfogt

Global Marketing Communications Leader with 15 years of B2B & B2C experience developing and implementing
product and brand strategies to acquire and retain customers in Healthcare, Life Sciences, Insurance, and Higher
Education.

SUMMARY

Skilled in internal and external communications, strategic global marketing, and product and company branding. Recognized
for achieving collaboration among stakeholders, identifying business and revenue opportunities, careful planning and
forecasting, technical aptitude, managing projects to plan, and firm data-based decisioning.
Strategic Market Positioning: Secured company brand recognition as industry leader and scientific expert.
Brand Management: Worked collaboratively across the organization to maintain a consistent message and voice across all
marketing, sales, and corporate communications.
Message Development: Translated complex business, technical and scientific information into effective, award-winning
and memorable marketing messages. Skilled in web, direct mail and eblast messages and promotions.
Business Effectiveness: Rolled out two CRM systems (Oncontact & Oracle) on time and on budget, consistently reduced
cost per lead, and created effective business cases. Smoothly integrated acquired companies and product lines.
Campaign and Project Management: Directed and managed relationships with external vendors that supported marketing
efforts, from negotiating agreements to project management.

AREAS OF STRENGTH
Go-To-Market Strategies
Multi-Channel Marketing
Market Research
Product Launches
Social Media & Electronic Communications
B2B & B2C Campaigns
Print and Digital Strategies
Marketing Metrics & Web Analytics
Value Propositions & KPIs
Customer Segmentation
Tradeshows & Webinars
Media / Public Relations

PROFESSIONAL EXPERIENCE

Taconic, Hudson, NY 2006 - 12/2013
A $155M life sciences company that develops and delivers genetically engineered animal models and laboratory services for
1,250+ pharmaceutical and biomedical companies, government agencies, and academic institutions in 50 countries.

DEPARTMENT HEAD, MARKETING COMMUNICATIONS (2008 - 12/2013)
Drove development and implementation of go-to-market strategies, communications, and PR activities. Managed staff and
all marketing and advertising efforts, with $2.1M operating budget. Reported to VP of Marketing.
Developed customer profiles, created corporate brand, image, and messaging, and led development of all scientific
marketing materials. Generated thought leadership initiatives in industry related news as well as quarterly internal
newsletter. Ensured cross-channel brand consistency.
Directed and executed 55 global trade shows for the purpose of corporate positioning and branding.
Monitored and analyzed all print and online ad messaging performance (e.g. click through rates, QR codes, structured
PPC campaigns) as well as competitor data, and made recommendations to optimize marketing mix that drove target
ROI goals and improvements in social media activity and results.
Generated annual marketing plan and budget, negotiated and managed agency and vendor service contracts and
deliverables valued at $1.4M annually, and mentored marketing staff for growth and promotability.
Achievements:
Directed and executed 12 global B2B multi-channel marketing campaigns that drove $35M in revenue.
Improved performance of marketing activities while reducing advertising costs by 14% through aligning marketing
objectives with targeted market research results and corporate goals.
Integrated marketing plans into sales plans which identified new revenue stream and helped retain all Top 10 clients.
Led weekly cross-departmental meetings with Sales and Product Management on web content, sell sheets and press
releases.
Championed Oracle ERP CRM and Marketing modules. Created lead-scoring system to craft client personas.
Steered new product launches, integrated additional products and services, and developed marketing literature
following acquisition of two companies.
Awards:
Developed credibleand impressive print ad that won Highest Attention-Getting, Highest Believability, and
Highest Information Value in Nature Biotechnologys Message Impact Study, 2013.
Developed print ad that won Highest Attention-Getting in Lab Animals Message Impact Study, 2011.


Susan D. Fogt, Page 2 of 2 518.441.4431 susanfogt@me.com

ASSISTANT MANAGER, INTERACTIVE MARKETING COMMUNICATIONS (2006 - 2008)
Created, mentored and managed a team of 2 marketing professionals. Directed email marketing campaigns, webinar series,
and website content updates. Coordinated 20+ tradeshows worldwide.
Launched new corporate logo and website.
Supported CRM activities that resulted in 28% increase in qualified leads.
Executed 4 online product and service marketing campaigns which led to 29% more page views.

State University of New York (SUNY), Albany, NY 2001 - 2006
Largest comprehensive system of universities, colleges, and community colleges in the world.

DIRECTOR OF ELECTRONIC COMMUNICATIONS
Managed and coordinated electronic communications for 64 SUNY campus locations. Reported to Vice Chancellor.
Developed and implemented Web standards for System Administration. Implemented site ADA compliance.
Ensured brand integrity in marketing campaigns and collateral throughout the SUNY system.
Led team of 25 that created and executed complex SUNY System Policies, Procedure, & Regulations website.

JLT Services Corporation, Latham, NY 2000 - 2001
One of the worlds leading international brokers of insurance and reinsurance.

WEB CONTENT AND PUBLIC RELATIONS MANAGER, INTERACTIVE DIVISION
Drove launch of corporate website. Reported to Senior Vice President, eBusiness.
Designed and launched client portals based on membership requirements.
Led development of Members Only extranet; converted transaction-based websites into dynamic portals.
Wrote press releases and advertisements for clients. Responded to media inquiries.

St. Lukes Hospital & Health Network, Bethlehem, PA 1999 - 2000
A 217-bed multi-hospital system affiliated with more than 1,200 doctors, serving the greater Lehigh Valley.

COMMUNICATIONS AND MARKETING SPECIALIST
Spearheaded all marketing, corporate communications, and public relations activities for 2 hospitals. Served as
communications advisor to hospital presidents, including consulting with leaders and crafting messages to enhance /
protect brand image. Reported to Vice President, Marketing Communications.
Proposed, researched, wrote, and distributed communications; marketing and promotional materials.
Managed writing projects and vendor relationships, including vendor selection and vendor relations.
Developed tactics to collect and distribute PR, marketing, and communications information.

PRIOR EXPERIENCE

VNA of Eastern Pennsylvania, Bethlehem, PA, COMMUNITY RELATIONS COORDINATOR 1997 - 1999
Cedar Crest College, Allentown, PA, ADMINISTRATIVE ASSISTANT, REGISTRARS OFFICE 1994 - 1997
Immunomedics Inc., Morris Plains, NJ, PRODUCT EDUCATION SPECIALIST 1992 - 1994

EDUCATION

B.A., Mass Communications, MANSFIELD UNIVERSITY, Mansfield, Pennsylvania, 1990

PROFESSIONAL DEVELOPMENT & AFFILIATION

Member, American Marketing Association, 2006 - Present
Social Media for Pharma, The Advanced Learning Institute, 2011
Using Facebook and Twitter, American Marketing Association, 2010
Effective Project Management Certificate, National Task Force on Continuing Education, 2007
Contemporary Leadership Program, Cornell University School of Industrial and Labor Relations, 2004

COMPUTER SKILLS

Proficient in Oracle CRM and Marketing Modules, Oncontact CRM, Google Analytics, AW Stats, WebTrends, Content
Management Solutions, WordPress, LinkedIn, Facebook, Twitter, Instagram, Pinterest, Adobe Photoshop, Adobe Acrobat,
HTML, Siteimprove, Constant Contact, Survey Monkey, SharePoint, MS Office Suite, Prophix (financials budgeting and
forecasting), WebEx, and GoToMeeting.