julie ruth resume january 2017

Julie RuthSenior marketer passionate about game-changing businesses and technologies that require new ideas, strategic vision, the ability to respond to complex markets through digital marketing strategies & deliver on business goals with integrity.

“Julie is a rare combination of creative free thinker and diligent detailed project manager. She can discuss a

marketing strategy at 30,000 feet and then build a plan to execute and communicate it down to the smallest

detail. Julie always comes to the table with unique perspectives and solutions. She was a pleasure to work

with.” – Shelly Carolan

KEY ACCOMPLSHMENTSGrew NMS Labs revenue 30% by leading a strategic redirection resulting in ground-breaking industry collaborations, 100 new test launches, a high-producing LEAN marketing department and multiple award-winning digital

marketing campaignsCreated an award-winning Quest Diagnostics destination:HEALTH integrated patient marketing platform, increasing test requests by 40%, sales force effectiveness by ~25% & online engagement across 40M patients, 250K

physiciansDeveloped and sold Chubb’s first SaaS, a portfolio of industry breaking solutions allowing risk managers to prioritize their financial and human resources and lower insurance risk to underwriters of complex fortune 1000 customers

EDUCATION & AWARDS

361 Mount Harmony Road, Bernardsville, NJ 07924908-285-1178LinkedIn profile

TIMELINE

June-November 2016Consultant

January 2007-August 2015Sr. Director, Marketing

Sr. Manager, Patient MarketingManager, Consumer Health

January 2000-2007

October 1995-January 2000Manager, RMIS

Risk Management Information

B.S. Chemical Engineering Certifications Digital Marketing, Digital Analytics

Leadership Program 1st – 3rd Place Digital, Integrated, Campaign Awards

SKILLSETSLeadership Strategic Marketing & Planning Go-to-Market Strategies Cross-Functional Team

Leadership Digital Marketing Trends &

Analytics

PROFESSIONAL EXPERIENCE

COMRISE | Comrise is a leading China-US cross border executive search firm.Consultant retained to work on a confidential marketing research and planning project, reporting to the CEO, President of China Operations and President of US Operations. This project has concluded.

NMS LABS | A $40M esoteric diagnostic and forensic toxicology testing laboratory.Sr. Director, Marketing Established and chaired NMS Labs R&D Governance | delivered 25% of revenue from

new tests Implemented vetting and Stage Gate new test development process Championed market research, KOL engagement and new product proposals Created an integrated digital marketing strategy and delivery infrastructure for

new product launch including sales training, white paper publication, online content, PR, email, video, webinars, presentations and conferences

Established a company-wide scorecard Led all digital, e-commerce, branding & marketing communications |drove revenue

increase from $30M to $40M Hired, trained and mentored a 5-person marketing department, created

company’s 1st plan Created and led traditional marketing including market research, pricing,

product portfolio, planning, analytics, customer engagement, rebranding and strategic leadership

Created and oversaw all sales support activities including training, sales force automation

Launched company’s first website www.nmslabs.com , SEO & content management system

Overhauled the site three times expanding CMS functionality, mobile usability

Added ecommerce, enabling small one-time customers an easy order process

Implemented marketing automation of email, digital campaigns and analytics

Dedicated and educated staff to implement digital strategies e.g. on-the-fly changes to content, use of purchased lists, HTML

Created complementary .org websites to support additional audiences & lobbying efforts

www.designerdrugtrends.org and www.stopDUID.org Established a standardized approval process, branded templates to aid in fast

TAT Optimized pricing, converted all paper to online access; Optimized report

delivery to online access, increased sales by xx% Engaged vendors to complement internal capabilities e.g. Branding, PR, Web

Dev, Lobbying Established world-wide leadership for designer drug testing, trending and education |

$8M revenue

Created industry benchmarking report, used digital marketing campaigns to reach non-traditional, influencer audiences - increased viewership by adding video & media (TV)

Drove expanded viewership with publication in industry journals, NY Times & Dr. Oz

Earned 60% email open rates, 200+% increase in unique web visits Prepared results booklet | CMO delivered industry presentation on marketing

effectiveness based on this campaign and its results Won DxMA industry awards for 2 consecutive years

Pioneered market for oral fluid DUID testing, started development on point of care device

Partnered with Draeger Launched online resources to track legal status, expanded opt-in lists by

publishing report and capturing contact information at download | increased opt-in list by ~200%

QUEST DIAGNOSTICS INCORPORATED | Consumer Health & Patient Marketing Roles.Over my 20+ yr. career, I am most proud of helping to start the consumer health business for Quest Diagnostics. This included an award-winning regulatory-compliant patient report, website & operational system. I was promoted and went on to demonstrate the power of educating patients via a successful destination:HEALTH campaign that also helped physicians keep patients well with an online reminder program. Patients exposed requested 40% more testing.Senior Marketing Manager, Patient Marketing, Corporate Marketing Promoted to Senior Marketing Manager charged with leveraging untapped 40M

patient population to drive lab testing demand Created Quest Diagnostics 1st Integrated Patient Marketing Strategy/Program to

educate patients about the value of testing in preventing common health conditions and taking action where none existed previously

Developed the big idea “destination: HEALTH, helping you get there from here” to help patients take the journey to better health & ask their doctors about testing recommended by leading health authorities, launched award winning reminder program

Demonstrated patient marketing delivers results by monitoring analytics & conducting patient, physician and sales force surveys

Increased awareness about testing with 10:1 ROI (40M patient reach) & specific tests by 20% (100M reach)

Increased sales force effectiveness by xx% in obtaining access to prospective accounts; increased physician satisfaction

Demonstrated positive ROI through the destination:HEALTH™ kiosk initiative by improving patient health awareness, increasing patient self-referrals (requested tests) by xx% to drive test demand in physician office

Improved patient requested retesting volume by19% by creating an innovative & compelling “Request the Test” program

Drove adoption of employee wellness program through destination:HEALTH™ kiosks & health passports (43K employees)

Received three (3) first place industry excellence awards from DxMA – best in class for website, destination:HEALTH patient education program and the ongoing Request-the-Test awareness campaign, subsequent 1st place award for Reminder Program

Marketing Manager, Strategic Alliances, Consumer Health Charged with creating a consumer testing business to capitalize on growing trend for

people to take control of their health Worked with 3rd party IT consultants on a 1 ½ year development project to deliver

industry’s 1st consumer friendly patient report Designed, developed and launched business model, including website, consumer lab

testing report & consumer call center support Negotiated & implemented 100 store pilot with CVS/Pharmacy to determine chain

drug feasibility Created innovative business process using pre-purchased debit cards sold at

pharmacies to pay for tests Led merchandising development and production – includes display, packaging, cards

and collateral Rolled out QuesTest in 1000 Quest Diagnostics locations in one year Developed P&L forecasts; exceeded revenue by 100% via new merchandising

strategy Managed the process of applying for a US patent