CATHERINE HELEAN
Emmy award-winning integrated communications leader,
building great brands from the inside out.
Healthcare, nonprofit, national media, higher education.
Big-picture thinker, storyteller, lover of words..
building great brands from the inside out
I write. I edit. I produce. I strategize. I will work with you to make your brand, your projects the trending hot topics you knew they could be!
Here's how we can work together, on big projects or small:
INSIDE OUT CREATIVE BRAND PLANNING
Complete creative campaign development: creative strategy, writing, video and podcast production, social media, multi-channel ad planning and writing, thought leadership opportunities.
Here's how we can work together, on big projects or small:
INSIDE OUT CREATIVE BRAND PLANNING
- Discovery - work with your team to understand your brand "current state".
- Strategic planning - research and creative process to enhance the current brand or create a new one.
- Implementation - from channel planning to brand guidebook, develop the phasing-in process to bring your brand to the marketplace.
Complete creative campaign development: creative strategy, writing, video and podcast production, social media, multi-channel ad planning and writing, thought leadership opportunities.
- Website - stories, SEO, releases, announcements, new website development and project management.
- Videos - write, produce, edit supervision, publish. From brand/anthem videos to testimonials using vouchfor.com
- Podcasts - host, interview, write, produce, edit supervision, publish.
- Blogs, thought leadership, influencer marketing.
- Channel planning audit and implementation.
- My purpose is rooted in doing good. From my experience as a marketing leader at top healthcare and media companies to a digital entrepreneur (Start Up Weekend), this focus will fuel our success together.
- 10 Emmy awards for consumer brand campaigns.
- PR Week national campaign winner.
- American Marketing Association national campaign finalist.
experience HIGHLIGHTS
Big-picture thinker, Emmy Award-winner, editor, lover of words.
National Vice President, Communications, American Heart Association: creative leader
Led all audience strategic brand, media and sponsorship communications opportunities of the Association through integrated public relations and brand messages.
• Implemented national public relations, external and internal
communications campaigns across all platforms and topics. Included: news
and events of the day content strategies, national Op-Ed articles, CEO
communications, new product launches, scientific research messaging.
>Writing, editing, strategy, C-suite communications.
• Implemented communications strategic planning with key sponsors
(Medtronic, Macy's, Subway, CVS and Novartis).
• Developed new, opportunistic PR engagements for Go Red For Women
movement:
>Increased awareness, engagement and conversions for this movement
through unique national and international exposure via more than 100
social, digital and traditional media platforms.
>Video-focused messaging and YouTube influencer strategies drove audience engagement by 30%.
• Implemented national public relations, external and internal
communications campaigns across all platforms and topics. Included: news
and events of the day content strategies, national Op-Ed articles, CEO
communications, new product launches, scientific research messaging.
>Writing, editing, strategy, C-suite communications.
• Implemented communications strategic planning with key sponsors
(Medtronic, Macy's, Subway, CVS and Novartis).
• Developed new, opportunistic PR engagements for Go Red For Women
movement:
>Increased awareness, engagement and conversions for this movement
through unique national and international exposure via more than 100
social, digital and traditional media platforms.
>Video-focused messaging and YouTube influencer strategies drove audience engagement by 30%.
National Vice President, Brand & Marketing, American Diabetes Association: collaborator
Marketing executive in charge of brand development and messaging,
sponsor relationships, digital marketing and communications deliverables
and the diabetes.org website.
• Lead for the Association's partner marketing strategies, brand
development and national sponsor liaison, including John Hancock,
Dannon and CVS.
>Developed and wrote leaderships presentations, content, videos, podcasts.
• Created the multi-channel content plan that drove increased conversion
rates for key initiatives: video storytelling and podcasting were key elements.
• Website lead: content development, audience growth, KPIs.
• Launched new web verticals, developed medical conference internal and external messaging campaigns.
• Initiated Diabetes Camps awareness as a marketing priority.
sponsor relationships, digital marketing and communications deliverables
and the diabetes.org website.
• Lead for the Association's partner marketing strategies, brand
development and national sponsor liaison, including John Hancock,
Dannon and CVS.
>Developed and wrote leaderships presentations, content, videos, podcasts.
• Created the multi-channel content plan that drove increased conversion
rates for key initiatives: video storytelling and podcasting were key elements.
• Website lead: content development, audience growth, KPIs.
• Launched new web verticals, developed medical conference internal and external messaging campaigns.
• Initiated Diabetes Camps awareness as a marketing priority.
Creative Marketing Lead, WFAA-TV, Dallas: outside the box creative strategies
Brand development for this top ten media station.
Researched and launched re-imagined Spirit of Texas brand that included across-the-state storytelling and a Spirit of Texas brand documentary. >Interviewed hundreds of Texans to tell their stories. Wrote and edited each one to create a Spirit ofTexas campaign.Led the news coverage messaging and community outreach campaigns surrounding 9/11 and the shuttle disaster.
Researched and launched re-imagined Spirit of Texas brand that included across-the-state storytelling and a Spirit of Texas brand documentary. >Interviewed hundreds of Texans to tell their stories. Wrote and edited each one to create a Spirit ofTexas campaign.Led the news coverage messaging and community outreach campaigns surrounding 9/11 and the shuttle disaster.
Multi-Channel Vice President, Media marketing, WFLA-TV: strategy entrepreneur
Led collaborative brand for this converged newsroom.
•Created a cohesive brand strategy and building upon the daily news messaging strategies to drive engagement and audience growth.
•Grew news ratings to lead the marketplace; grew Sunday newspaper subscriptions is a very competitive market.
rates for key initiatives.
•Developed online marketing strategy for new website that launched key new vertical for audience and revenue growth.
•Created a cohesive brand strategy and building upon the daily news messaging strategies to drive engagement and audience growth.
•Grew news ratings to lead the marketplace; grew Sunday newspaper subscriptions is a very competitive market.
rates for key initiatives.
•Developed online marketing strategy for new website that launched key new vertical for audience and revenue growth.
Education and Credentials
EDUCATION
Bachelor of Science | Journalism & Communications
West Virginia University, Morgantown, WV
Leadership and Entrepreneurship
Stanford University, Stanford, CA
CDC Crisis Communications Certification
Google Digital Marketing Certification
Hubspot Digital Marketing Certification
Poynter Institute Media training
Bachelor of Science | Journalism & Communications
West Virginia University, Morgantown, WV
Leadership and Entrepreneurship
Stanford University, Stanford, CA
CDC Crisis Communications Certification
Google Digital Marketing Certification
Hubspot Digital Marketing Certification
Poynter Institute Media training
