Brand, marketing experience

Catherine Helean is a strategic communications and marketing leader with over 20 years of experience guiding national campaigns across healthcare, government, higher education, and media.

National Vice President, Communications, American Heart Association: Media and Creative Leader

Led all audience strategic brand, media, and sponsorship communications opportunities of the Association through integrated public relations and brand messages.

• Implemented comprehensive 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 and the national Life is Why brand campaign.
>Writing, editing, strategy, C-suite communications.
• Implemented communications strategic planning with key sponsors
(Medtronic, Macy's, Subway, CVS and Novartis and the Leona M and Harry B Helmsley Charitable Trust).
• Developed new, opportunistic PR and philanthropic 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%.
Lead for national agency partners including Edelman and The Ad Council.

National Vice President, Brand & Marketing, American Diabetes Association: high stakes audience and revenue success

Marketing executive in charge of brand development and messaging,
sponsor relationships, philanthropic communications planning, 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 leadership and philanthropic 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.

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.

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 news 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.
>Created journalist and anchor image marketing and communications that elevated perception, increased ratings and brought positive impact to the community.

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