Randstad Enterprise

Part of the EMEA Talent Marketing Client Partner team. We work with our clients and account teams to understand their strategic goals and challenges and develop comprehensive talent marketing strategies that align to the employer brand and improve the candidate experience.

Talent Marketing Client Partner

Serrala

Serrala provides software solutions for financial automation and B2B payments to medium-sized to large Enterprise customers globally, with a strong footprint across Europe and the US.

Responsibilities:
o Part of the global marketing leadership team
o Budget Responsibility
o Team responsibility for 9 employees
o Brand strategy
o Shareholder management with all external suppliers and internal interfaces
o Responsible for the introduction of a content marketing strategy 
o Responsible for internal communication and employer branding strategy

Global Director Corporate Brand and Communications

Human Marketing

No more BS Marketing speak. It's time to make marketing more human.
Connecting your business with the hearts and minds of your audience is my true passion and what I do.

Human Marketing helps you to create a brand that connects with your audience by telling your stories in a human way.

Content Strategist & Storyteller (Owner)

Sabbatical

Sabbatical year to spend time attending classes and coachings, reading books, building networks and, most importantly, spending time with my daughter. 
Unfortunately I missed out on the travel experience due to Covid.

Kelly Services

• Member of the Global Marketing Leadership team.
• Enhanced and oversaw the global content marketing strategy for b2b and talent marketing.
• Researched, created, and implemented content marketing projects to be distributed globally. 
• Launched award-winning content marketing projects across +25 countries.
• Increased brand awareness, website traffic, and lead generation through effective Content, PR, and targeted marketing campaigns  
• Coordinated and executed national and international events. 
• Delivered sales and operations support with content marketing initiatives.
• Managed a global pool of suppliers to reduce costs and grow productivity.

Success:
- Continued development of the content marketing strategy and realignment of the
development process, including the establishment of new design guidelines
- Annual implementation of diverse global research projects
(+ 50 content materials per year, increasing the PR clippings, client events, e-mail and
social media campaigns)
- Implementation of a global content supplier and distribution strategy
(500 recipients, cost savings through the centralization of all content marketing
projects)
- Implementation of the "Talent Leadership in Action" events in Germany
(4 events per year, 20 participants per event, positioning as an HR solutions provider)

Director, Global Content Marketing

• Developed and implemented a global content marketing strategy across 3 continents.
• Planned and produced b2b and talent marketing content initiatives, including white papers, eBooks, blog posts, case studies, videos and podcasts to drive content awareness and leads.
• Compiled research regarding market opportunities, potential clients, competitors and external trends. 
• Identified and leveraged relevant topics and stories to maximize engagement. 
• Directed relationship management with third-party institutions, writers, publishers and event organizers while maintaining cross-functional communication and meeting operational goals. 
• Oversaw social media profile management including post scheduling and engagement analysis.
• Researched, commissioned and developed content across +25 countries. 
• Assessed new market opportunities.
• Collaborated with key stakeholders including marketing operations, eBusiness, PR, and marketing information teams.

Success:
- Implementation of a uniform content marketing strategy and aligned process for 31 countries within the first 12 months
- 100 leads per month
(through external content marketing platforms)
- + 30% website traffic
(due to regular promotion of content and the introduction of a global blog program)

Sr. Manager, Global Content Development

Provided leadership and direction for 16 Country Marketing Managers as part of the European Leadership Team. Responsible for the European Marketing budget.

• Part of global marketing team. 
• Established the European marketing strategy.
• Developed and implemented marketing objectives for 16 countries.
• Developed and implemented employer branding strategy.
• Post-merger integration marketing (Randstad Portugal)
• Internal and external communications, PR and Events across Europe.
• Developed and executed European lead-generating online marketing campaigns.
• Vendor Management.

Success:
- 4,500 monthly client contacts with regular European-wide thought leadership newsletter
(website in 16 languages used for the monthly European e-mail campaigns)
- 50% cost savings through the centralization of contract management
- 5,000 sales leads per EMEA Sales Day - two times per year
- + 50% press clippings through the implementation of the Kelly Global Workforce
Index
- Brand integration in Portugal - 6 months instead of 12 months

Regional Marketing Manager EMEA

Provided leadership and marketing strategy for +15 branches across Germany. Part of the German Leadership Team. Responsibility for the countries marketing budget.

• Set up the German marketing strategy.
• Developed and implemented marketing objectives for the country.
• Managed internal and external communications. 
• Responsible for all external & internal events.
• Developed and implemented local and national sales activities.
• Launched and maintained country websites and social media channels.

Success:
- + 50% website traffic through website re-launch
- 30% cost savings through vendor consolidation
- 200 leads per Sales Day (planning, coordination and implementation of 2 national
Sales Days p.a)
- 10% successful meeting appointments through the marketing call center
- + 70% press clippings via the Kelly Global Workforce Index PR strategy
(annual national survey given to HR Managers to identify new HR trends)

Marketing Coordinator/Manager Germany

Implementation of a training program across 16 locations in Germany.

Project Manager Germany

Office Assistant

Deutsche Shell AG

Marketing Assistant

Marketing | Brand | Communication | Fintech | SaaS

Here is what I have learned in all my years working in marketing: If one thing can make your brand more relatable to other humans, it's telling stories.

Hi, my name is Michael, and I am on a journey to help others make their marketing more human by telling authentic stories that help solve problems and inspire humans to connect with them.

This came after a nearly 20-year-long career with one of the largest recruitment companies in the world, where I held several marketing leadership roles.

After that, I ran my own solopreneur business for two years before I joined a Fintech company to run their Global Brands and Comms department.

I am now fortunate to work for Randstad Sourceright, the world's leading partner for talent, where I help our clients to develop  recruitment marketing strategies that connect them with the best talent in their industries.

Over the years, I lived in Switzerland and Australia before moving back to my hometown, Hamburg, where I enjoy time with friends and my daughter, a good game of football, or reading a great book.

I am driven by sharing stories openly and honestly with others. It's the best way to connect with other humans, and the one thing I enjoy most is precisely this: connection.

Michael Kirsten

Digitas North America

Associate Creative Director

Hawkeye

- Writes print and digital ad copy for Aetna’s Medicare Advantage marketing acquisition and retention campaigns, which has resulted in their largest membership growth to date (16.8%) during the 2023 open enrollment period
- Helps conceptualize ideas and campaigns with meaningful narratives
- Contributes to RFP strategy and content to win business
- Collaborates with other creative, project, and account leads to develop and deliver work on time, on budget, and on point
- Reviews senior writer’s work to make sure it’s concise, on point, and on brand
- Contributes to other accounts as time allows, like FedEx, Labcorp/Invitae, Pfizer, Nature’s Way and Citi Bank

Associate Creative Director, Copywriter

Anthem, Inc.

· Wrote compelling short- and long-form copy for Medicare and Medicaid plan B2B and B2B2C external communications directed at members, prospective members, caregivers, and community organizations for Anthem's Government Business Division (GBD) Creative Studio
· Turned technical language into compelling content for print and social media and the web using creative briefs, brand voice standards, and style guidelines
· Added to a 7.5% membership increase and 18% revenue growth from 2021 to 2022
· Received four internal awards for leading with purpose and heart and partnering to win 
· Worked collaboratively with account and project managers, production staff, clients, and business partners to complete projects on time and on budget
· Trained writers on work processes and creating effective copy that meets members where they are in the consumer lifecycle
· Conducted editorial reviews to ensure copy was clear, concise, and impactful 
· Provided work process improvement suggestions to leadership to increase efficiency and collaboration, many of which were implemented

Senior Marketing Communications Writer 

· Supported the end-to-end lifecycle of moderately complex and multichannel member and marketing campaigns in a highly regulated environment with competing priorities on Anthem's GBD Marketing, Strategy, & Planning team
· Provided strategic counsel and performed project management best practices and tactics to deliver projects on time, within scope, and on budget 100% of the time
· Evaluated and assessed communications requests; approved them if critical to meeting contractual NCQA and state requirements and/or business goals
· Awarded four times for inspiring a high-performance culture, leading with purpose and heart, partnering to win, and mission-driven performance 
· Contributed to a 5.7% membership increase and 15% revenue growth from 2020 to 2021
· Conversed regularly with clients, creative team members, and business partners to keep task owners accountable and projects moving toward completion 
· Reviewed and assessed the impacts of Medicaid state agency alerts on member communications; shared findings with plan leads to get existing collateral updated to maintain compliance

Marketing Project Manager

· Composed and revised copy for more than 700 projects successfully in a highly matrixed, deadline-driven environment, including 150 materials turned around in five months for the high-priority 2019 Florida Simply Healthcare Plans implementation on Anthem's GBD Medicaid Marketing & Member Communications team
· Contributed to member retention efforts and the acquisition of nearly 1.6M new Medicaid members, 84% of Anthem’s total membership growth, from 2019 to 2020
· Recognized with six internal awards for mission-driven performance, accountability, agility, and being caring and easy to do business with
· Won a ClearMark Award from The Center for Plain Language in the Infographics category for an Anthem Medicaid Healthy Weight brochure
· Ensured all projects met contractual requirements, were delivered on time and within budget 100% of the time, and followed corporate guidelines and approval processes
· Helped develop processes and workflows for Workfront
· Served as the account manager for my assigned Medicaid health plans; built and maintained positive, trusting relationships with marketing and functional leads
· Collaborated with creative team members and business partners to complete and prioritize projects

Senior Marketing Communications Writer and Account Manager

· Guided a team of five writers in creating and revising nearly 800 materials for seven Medicaid health plans, meeting client deadlines, and achieving department and company goals on Anthem's GBD Medicaid Marketing & Member Communications team
· Met with writers often, listened to their needs and concerns, asked questions, assessed their capacity, gave constructive feedback, helped remove any roadblocks, and celebrated their successes
· Led my team with encouragement, curiosity, accountability, honesty, and empathy
· Interviewed, hired, and helped onboard several new writers
· Worked cross-functionally with shared services teams to build rapport and meet goals

Editorial Manager

· Scripted and revised compelling copy in various formats for print and web on Anthem's GBD Medicaid Marketing & Member Communications team
· Tweaked copy to meet Medicaid state agency readability requirements
· Met often with customers to provide project updates and show accountability
· Added to the success of multiple large-scale efforts, such as the Wisconsin Medicaid plan migration and implementation projects, which bought over 700,000 new members to Anthem
· Followed corporate and brand standards and processes, including obtaining fact checks from subject matter experts and compliance, legal, and regulatory leads
· Wrote copy and prioritized 50-100 writing projects at a time successfully on Anthem's GBD Medicaid Marketing & Member Communications team
· Ran the high-priority 2016 NCQA CAHPS member satisfaction survey implementation project for all 12+ Anthem's Medicaid plans
· Trained new associates, contractors, and customers on our project work processes
· Reviewed and provided edits to marketing, provider, health education, and operational member communications using SharePoint’s document sharing tool
· Used creative solutions to reduce costs and waste, like removing duplicate mailings to the same households, which cut printing and mailing costs by 30% to 45%

Marketing Communications Writer and Account Manager

· Proofread 300-500 pages of communication materials per week using critical attention to detail as part of the GBD Brand & Marketing Communications team for Amerigroup, an Anthem subsidiary
· Performed separate copy checks for format, clarity, and consistency
· Reviewed materials for correct grammar, punctuation, and spelling using writing style guidelines from the AP Stylebook, company brands, and Medicaid state agencies
· Made a valuable resource still in use today that provides the preferred spelling of healthcare terms with more than one acceptable spelling
·  Oversaw and supplied updates to the company writing style guides

Proofreader

AppleOne Employment Services

Anthem's GBD Business Development team
· Supported a proposal review for quality assurance purposes
· Scanned proposal volumes for surface errors so final corrections could be made before final submission
· Detected formatting and punctuation errors and provided corrections per the AP Stylebook guidelines

Quality Assurance Specialist

Cordial Coffee & Co.

· Created business and financial plans for an independent specialty coffee shop
· Attended business + barista training at the American Barista and Coffee School in Portland, Oregon
· Received food service manager certification from the Virginia Beach Department of Public Health
· Researched and kept up with food and beverage industry and specialty coffee industry news and trends
· Defined a local coffee roaster, several local baked goods suppliers, and other vendors
· Negotiated lease terms and rent rates on some available commercial retail properties
· Discontinued pursuing endeavor due to a lack of a desirable retail space and unfavorable lease terms

President

Guident Technologies

· Supported all proposal efforts and managed the SharePoint document and graphics libraries
· Gained strong competence in the proposal development process
· Provided excellent support to proposal team members on each effort
· Created and standardized business development and proposal templates to achieve consistency and ensure quick preparation, formatting, and production
· Ensured business opportunity data was in sync between Salesforce.com and SharePoint

Proposal Coordinator

I'm Jana, a detail-obsessed, empathetic, and accountable marketing and operational communications leader who helps my clients gain, entertain, and retain customers with clear and compelling copy. 

I'm here on LinkedIn to: 
- grow and foster connections.
- help create a more compassionate, human-centric world.
- learn from others.
- explore opportunities.
- share my own thoughts and experiences.

My work experience includes:
- 15+ years of solving diverse challenges using my strong writing, editing, creative problem-solving, communication, relationship-building, time and project management, and training skills.
- 13+ years in healthcare marketing and operational communications in various roles helping increase customer acquisition, engagement, onboarding, and retention.
- two years in business development supporting the creation and distribution of winning proposals.
- consistently delivering high-impact results through effective collaboration. 

When I’m not at work, you can find me:
- 👶🏻 hanging out with my husband, toddler, and dog.
- 🗣 connecting with friends, family, and strangers IRL and on social media.
- 📚 reading about self-improvement, health and wellness, marketing, business, and more.
- 📺 watching the latest streaming series or Marvel movies.
- 🐶 helping animal rescues find homes for pets and get donations. 

I love helping people and businesses directly in meaningful, innovative, and practical ways. 

How can I help you? Let’s chat over coffee!

taplio

The Battle

Michael Kirsten

Jana B.

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