Rosanna J. Sandlin [email protected] Cell 214-704-9624
www.linkedin.com/in/rosannasandlin/
Professional Goals and Attributes
As an award-winning brand manager, marketer and employee, I
thrive in contributing to revenue and market share growth, plan and
launch strategic marketing campaigns, improve company reputation
through branding and strategic media placements, and streamlining
processes.
Multiple Award-Winning Marketer and Master Certification in
Project Management.
Broad experience in serving consumers and professionals through
sales, product and project management, delivery/launch of
products/services, and marketing campaigns within budget and
timeline.
Professional Experience
Sandlin Marketing 2012-Present Marketing Consultant Marketing
consultation with large and small organizations.
Consult and deliver marketing plans, including product launch.
Advertising campaign development, placement strategy, messaging,
targeted/segmented
Traditional print, TV, outdoor and radio Online/Digital paid
ads, podcasts and video
Direct mail newsletters, magazines, postcards Website content
SEO and SEM management, organic search Collateral brochures, rack
cards, educational presentation materials, posters and banners
Public Relations traditional media placements, social media and
blogging
American Heart Association/American Stroke Association 2013-2015
Brand and Marketing Manager, Healthcare Quality
Marketed 15+ quality programs to hospitals and other health care
organizations. Created, developed and delivered in a variety of
mediums; print, web, online, digital, radio, email pod casts,
events and social media. Planned and delivered new program launch
award-winning marketing and communications plan for a new
program/product launch. Managed strategic projects and lead
marketing team to deliver 5% revenue growth.
Baylor University Medical Center at Dallas 2005-2012
Senior Marketing and Public Relations Consultant
Created and developed portfolio of marketing collateral and
mediums targeted for consumers/patients, referring physicians and
managed care professionals, exceeding goal of 6:1 return on
investment. Direct mail brochure targeted 100% patient acquisition
and produced 16:1 ROI.
Successfully executed multi-million dollar marketing plan for a
new medical center grand opening with a comprehensive advertising
campaign (pre- and post-opening) with print, website, social media,
radio, TV, outdoor and digital. Led planning and execution of four
major grand opening events, far exceeding expectations in awareness
and attendance. Managed agency and public relations.
Service Line Marketing. Developed growth marketing plans for
hospital service lines for gastroenterology, solid organ
transplant, diabetes, oncology, blood and marrow transplant
services, men's health/urology, breast imaging services and weight
loss surgery. Developed, advertising and placements of compelling
key messages in traditional and digital media. Managed
relationships across entities to deliver objectives and ROI.
Website, Search Engine Optimization and Management. Completed
major rewrite of website with multiple targeted audience input,
improving cancer care services from no appearance to consistent top
10 appearances.
Rosanna J. Sandlin Page 2
AT&T 1983-2004 Offer Management Product Management Product
& Market Entry/Launch Manager Sales Executive, Technical Sales,
Sales Leadership Project/Program Manager, Engineer Customer
Services Representative
Offer management. Collaborated with sales teams on offer and
business plan development, ensuring continuity of contract revenues
of more than $250,000,000, and enabling profitable deal negotiation
of$60,000,000 new local data services revenue and $20,000,000 in
new local voice services for Federal Government and Wholesale
segments.
Product management. Managed product lifecycle, market pricing,
technological architecture for cost efficiencies and client product
delivery processes, retaining $175,000,000 and delivering
$27,000,000 in new revenue.
Strategic product development. Led strategy and new product
development requiring strong leadership, collaboration and business
case analysis, through launch.
Sales leadership resulted in more than $75,000,000 in new
revenue and generated $3,000,000 in local services revenue. Managed
sales team to produce at 120%.
Customer Service / Technical Sales. Managed book of business by
preserving revenues of $70,000,000 and grew it to $150,000,000.
Personally responsible for revenue protection, project management
on delivery of services sold, marketing communications and delivery
of network offerings to clients.
Professional and Personal Accomplishments
AHA/ASA: 2013 DFW American Marketing Association Marketer of the
Year Award Winner, Product Launch; AHA Moment of Truth Award (2)
for stepping up and delivering on newly-acquired areas of
responsibilities.
Baylor Health Care System: 2011 DFW American Marketing
Association Marketer of the Year Award Winner, Non-profit;
Healthcare Advertising Award Winner; Gold, 2009-2012; Bronze,
2008
AT&T: Sales Vice-President Distinguished Sales Award, 1992;
Top Sales Achievers Club, 1989-1998; Business Achievement Award,
AT&Ts highest quality award, 1993; Women of AT&T National
Award nominee for Volunteer of the Year, 1997
Genesis Womens Shelter: Fundraising Chairperson for event that
raised more than $20,000, 1998-1999
Rotary Club of Dallas: Board of Director 2004-2007; Foundation
Board of Trustee 2013-2016 & 2008-2011 Big Brothers &
Sisters of Dallas: Awarded Big Sister of the Year, 1997
Alpha Chi Omega National Womens Fraternity: President of Dallas
alumna chapter, 1992-1996
All Saints Catholic Church, Dallas: Eucharistic Minister
EDUCATION AND TRAINING
Graduate: Master of Arts, Dispute Resolution and Conflict
Management, Southern Methodist University on hold
Certificates: Masters Certificate of Project Management, Stevens
Institute of Technology, 2001; AT&T Technical Professional
Qualification Program, 1992
Rotary International Scholarship: Goodwill, vocational and
cultural exchange to northern Chile, May 1998 Undergraduate:
Bachelor of Arts, Political Science / Minor in Business
Administration, University of Texas at
Arlington, 1981; Graduated with Honors; Whos Who Among American
Colleges and Universities
