Hillary Brown Thrasher

Summary of Professional Experience

• Communications strategist and business consultant to multinational, mid-sized and non-profit clients looking to connect with stakeholders — customers, employees, investors, NGOs, civil society, regulators, legislators and the media; 
• More than 20 years experience helping organizations clarify their marketplace position, brand personality, reputation, policy or strategy to better create awareness, reinforce positive attributes, change negative perceptions or motivate a desired, actionable behavior; and
• Proven track record of reaching targeted audiences through multiple communication channels — social media platforms and technologies, on- and off-line, new and traditional media, PR, advertising, direct-response marketing and live events.

Vice President
APCO Worldwide

• Led the agency's largest global marketing communications client for five years —  a $5 billion silicone supplier to beauty and personal care, health care, automotive and solar industries;
• Developed and executed an integrated marketing strategy that helped one client recapture 7% market share in two years;
• Launched more than 50 marketing initiatives that involved collateral development (for print and Web), direct mail and online direct-response tactics, advertising (on- and off-line), media outreach, event management, monitoring of and reporting on leading, real-time and lagging indicators of success;
• Repositioned an iconic 20-year-old, multi-million dollar education brand;
• Won industry accolades like the Sabre Award and the Thoth Award Certificate of Excellence for Best Corporate Marketing Campaign (2008);
• Managed account teams with upwards of 15 professionals across multiple offices and countries.

• Created experiential marketing programs in support of B2B and B2C product launch strategies;
• Identified, recruited and leveraged third-parties to validate product performance, support legislative agendas and advocate for issues of importance to civil society;
• Oversaw numerous and global quantitative and qualitative research programs;
• Created new brands, tag lines and product names;
• Directed creative teams to produce new brand identities (logo images, font treatments and entire visual identity standards);
• Led production and design of print, banner, in-context and other rich media advertising; direct mail; video news releases; technical literature; advertorials; white papers; and, packaging (consumer and B2B);
• Developed, negotiated and managed paid media plans;
• Wrote copy for Web sites, blogs, Twitter, ads, packaging, brochures, sales literature, direct mail, advertorials, Hill briefings, op-eds and press releases;
• Crafted messages, talking points, FAQs, Q&As;
• Scripted presentations and speeches for industry events;
• Analyzed policies and regulations to develop digestible briefing materials for various audiences;
• Simplified scientific and technical data for non-scientific, non-technical audiences;
• Conducted extensive communication audits and prepared recommendations to optimize functions, infrastructure and deliverables;
• Built and managed thought leadership strategies;
• Educated clients on trends that opened up opportunities (like social media) or posed threats (regulations and policies);
• Syndicated media and marketing assets on social networking sites;
• Identified, qualified and mapped digital influencers;
• Guided both organic and paid search strategies; 
• Built and launched corporate blogs and Twitter campaigns.

• Working knowledge of HTML;
• Experienced Wordpress blogger;
• Long-time user of Microsoft Office applications on PC and Mac operating systems.

Director, Direct Marketing
Capitol Direct

• Led a direct-response strategy in the automotive aftermarket that resulted in $2.6 million in sales;
• Developed and executed lead generation programs (largely limited to co-op programs, ads in trade publications and direct mail);
• Qualified and assigned leads to sales teams and monitored lead conversion;
• Conducted on-going competitive research;
• Oversaw large in-bound technical assistance hotlines;
• Managed third-party fulfillment vendors.

Account Group Supervisor
AB&C Group

• Developed campaign strategies based on target audience research;
• Purchased lists and worked with list brokers;
• Created and tested messages and offers;
• Wrote copy and managed freelance copywriters;
• Coordinated with an in-house design team to produce collateral;
• Segmented audiences and aligned offers accordingly;
• Managed vendors in the production of direct mail packages;
• Tracked response rates and reported on metrics;
• Wrote proposals and developed budgets that won competitive contracts.

Director of Marketing and Member Services
Greater Washington Society of Association Executives

• Reversed a five year decline in new member acquisitions;
• Grew new member recruitment by 10 percent two years in a row;
• Increased retention by eight percent;
• Exceeded dues and non-dues revenue goals;
• Incentivized members to recruit peers and colleagues from their organizations;
• Regularly recruited members with direct mail, advertising and face-to-face appeals at industry events;
• Bundled offers to increase renewal rates;
• Marketed the organization's education programs and speakers series;
• Created and led new member orientation programs;
• Introduced new networking programs to keep members engaged.

Smith Bucklin & Associates

Grant Administrator, Foreign Market Export Promotions, National Dry Bean Council

• Wrote, secured and administered $1 million grant from USDA/FAS;
• Oversaw the work of trade representatives, planned overseas missions and accounted for how monies were spent specific to the requirements (and limitations) outlined in the grant;
• Prepared marketing materials;
• Worked on NAFTA legislation to reduce tariffs on U.S. dry beans.

Director of Education and Certification, Lamaze International

• Coordinated and oversaw all Lamaze education and certification programs for childbirth educators;
• Audited programs that fulfilled continuing education requirements;
• Worked with physicians, nurses and midwives;
• Marketed the benefits of certification among childbirth educators to increase program participation;
• Positioned certified Lamaze childbirth educators as the premier resource for expectant mothers.

Membership Director, National Association of Corporate Executives

Membership Director,American Women in Radio and Television

• Recruited, served and converted renewal of members through direct response marketing, industry conferences, networking events, publications and education programs;
• Reported to and collaborated with all-volunteer leadership; and
• Oversaw monthly membership renewal and new member billing.

Taproot Foundation

Account Director

• Manage executive and board-level relationships with non-profit clients;
• Oversee and provide high-level marketing support;
• Lead 2-3 teams of marketers, brand strategists and creative service providers; and
• Create and delivering on measurable results.

Miriam's Kitchen

Team Red Cross

• Prepare breakfast for DC's underserved.

Goucher College

• Bachelor of Arts with graduating honors;
• Double major in Business Management and Philosophy.