Launched2Lead

As the COO & Co-Founder of our groundbreaking venture dedicated to empowering young women in STEM, I am shaping the company's strategic direction, engaging in fundraising, and developing and implementing our go-to-market plan.

COO & Co-Founder

Chief

Member

Punks & Pinstripes

Member, Founding Cohort

RTI International

•	Developing and delivering the annual operating plan, which includes talent strategies and alignment efforts. Supporting other senior leaders, responsible for executing and reporting progress on over a dozen priority initiatives.
•	Aligning investments to strategy. Voting member of the strategic investment committee. Direct oversight for the SSES innovation management function. 
•	Mapped the client buying journey to enable greater client centricity. Resulted in an end-to-end customer experience map highlighting points of friction and excellence.
•	Architected an 18-month pilot to build a professional growth organization. 
•	Executive communications strategist to the EVP during a time of prolonged crisis (racial injustice/COVID19) and exceptional business growth. 
•	Conducted capabilities assessments and met with stakeholders on Capitol Hill and federal offices and agencies (ONDCP, FDA, CDC, NIH, HHS) to inform RTI’s opioid response strategy. 
•	Co-leader of a 3-year strategic investment of $1.8M that focused on seed funding initiatives, building new lines of business, and building thought leadership and brand for RTI’s opioid-related research.
•	Co-leader of a team responsible for coordinating business development, marketing, and innovation efforts to support RTI’s rapid COVID-19 response. 
•	Co-leader of a team responsible for a multi-year investment to build AI capabilities that will enable better, faster, and cheaper social science research.
•	Outspoken ally and voracious learner (formal and self-paced) for all things inclusive. Young-at-Heart Champion and marketing/communications advisor to the Young Professional Employee Resource Group. Member of the original DEI Council and led sourcing RTI’s first DEI assessment tool. Mentor to women of all levels of seniority.

Vice President of Strategy, Innovation, Marketing and Communications

As the organization’s first strategic marketing leader in its 60-year history, initiated a 6-year digital marketing transformation, which has reached functional maturity. 

•	Conducted a discovery and planning process to build a marketing model that aligned to strategic priorities and supported growth and impact. 
•	Enterprise-wide, recalibrated, and matured marketing communications expectations. Provided leadership and mentorship to other marketers and communicators. Coached and empowered subject matter experts (SMEs) to build their brands, which in turn accrued benefits to the organization’s brand. 
•	Negotiated governance structures between the unit marketing function and corporate resources.
•	Hired, managed, and oversaw the growth and development of a high-performing team to collaborate with SMEs and Strategic Account Executives to drive growth, impact, and brand preference for multiple business lines that encompass health, education, justice, environment, data, analysis, technology, and communications.
•	Built the business case and got buy-in to make significant investments in enterprise-wide marketing technologies (Pardot for marketing automation and Demandbase for account-based marketing), which enabled a digital-first and data-driven approach to marketing. Presented to the Board of Governors.
•	Seeded the business process improvement efforts to integrate the new marketing tools with Salesforce leading toward a full 360-view of the customer to benefit all growth functions. 
•	Advisor to the Global Talent and Organizational Development team on brand and stature training modules.

Senior Director of Marketing and Communications

Director of Marketing and Communications

Member of an invitation-only 16-person team charged with inspiring innovation and developing ideas and people through training, events, and R&D investments. 10% protected time allocated to these activities.
•	Led a successful and popular integrated communications campaign for a novel company-wide innovation challenge that included a series of e-newsletters that resulted in 24-39% open rates, 8% avg. CTRs and overall 40% subscriber growth; and print media, posters and other collateral that won an American Graphic Design Award and an RTI President’s Award.
•	Led a needs assessment, review, and selection of an enterprise-wise idea management software solution that replaced inefficient and limited-access systems. Implemented the system for an innovation challenge that resulted in 300 participants, over 90 idea submissions and a 7:1 comment to idea ratio, which was high among industry standards and signaled strong collaboration and quality ideas.  
•	Selected innovation teams that were invited to a 2-day retreat to incubate 14 ideas, of which 8 teams advanced to seed R&D funding. Mentor to the only team whose idea—a business model innovation—got the attention of the CEO and resulted in significant investments.

Creative Disruptor

RTI Health Solutions (a Business Unit of RTI International)

• Conducted a marketing needs assessment that included stakeholder interviews, and resource, systems, and process reviews to identify gaps and opportunities and to set marketing strategies. Also, implemented metrics on all marketing campaigns to allow for data-driven decision making.
• Led a 6-month rebranding initiative to strengthen the brand, establish a brand-aware climate, and achieve business growth goals. Sourced a brand agency and worked collaboratively with over 50 stakeholders to define, refine, and negotiate the RTI-HS brand values, identity, and core messaging. Led the implementation of the new brand. In the month following the launch, web traffic jumped 150% over the previous year.
• Initiated ERP modifications to leverage the system's CRM capabilities to support, track, and segment marketing and BD activities. In FY15, produced 30 targeted CRM email campaigns (70,000 emails delivered), which were opened 12,000 times (brand impressions) and drove 1,500 web visits.
• Drove a languishing 3+ year website overhaul project to completion in 4 months. Redesigned the site to align with new brand standards, revamped the content strategy, added SEO and social sharing features, and set up engagement goals and Google Analytics to track them. Compared to FY14, total FY15 web visits increased 65% and organic traffic increased 120%. 
• Created and launched new PR, social media, and Google Adwords programs that provided new channels for content marketing and thought leadership. 450 social media posts drove 2100 web visits, with LinkedIn campaigns driving 1,200 visits. 
• Led a needs assessment, review, and selection of an enterprise-wise idea management software solution that replaced inefficient and limited-access systems. (This was as part of my role in an invitation-only 16-person innovation team that is charged with inspiring and developing ideas and people through training, events, and R&D investments.)

Fuqua School of Business, Duke University

•	Served as chief brand steward and brand compliance officer while directing design agencies on strategic marketing projects.
•	Led 6-person team to operationalize and execute marketing brand concepts in websites, brochures, advertising, videos, social media, and e-mail campaigns. 
•	Managed creative development and execution of 220+ annual marketing campaigns.
•	Created Excel models for analyzing web traffic and campaign ROI leading to new marketing insights..
•	Shared responsibility for the central marketing operating budget. Developed a department financial model that consolidated 8+ budget, procurement, and forecasting tracking systems and informed managerial decision making. 
•	Collaborated with Regional Directors in Russia, the UK, China, India, and Dubai on all in-region marketing initiatives to ensure quality and brand adherence.
•	Conceived of and drove a gamification/social media application that created an incentive for 1500+ stakeholders to engage in 27,000+ tasks that benefited the organization. Received the top 2011 Social Media prize by PRNews’s Non-Profit PR Awards and an Award of Excellence in the 2012 CASE District III Awards Program. Also recognized with an EXCEL Award for my BizEd Magazine feature article, which described the game concept and results. 
•	Invited speaker at industry associations and conferences, including AMA Higher Ed, GMAC, AACSB, EMBA Council, and PRSA, on the topics of gamification and engaging stakeholders through social media.
•	Contributed to Fuqua’s 5-year rise in MBA rankings through successful repositioning and strategic marketing communications initiatives.

Director of Marketing

•	Key advisor and implementer of Fuqua’s 2008 global launch and rebranding. Authored school-wide brand positioning document and raison d'être. The official launch event won both an Esprit Award for Best Event Entertainment Production and an NC Event Industry Award for Outstanding Achievement in Technical Support.
•	Executed a triage strategy for 5000+ pages of new web content in 6 weeks to meet an aggressive launch deadline. 
•	Key creative strategist behind Fuqua’s anthem video that received a Bronze 2009 Telly Award.
•	Launched 4 blogs and core social media properties (Twitter and Facebook). Developed strategic engagement guidance for content producers.
•	Developed SOPs, brand guidelines, marketing templates, an online fulfillment system, and a marketing Wiki to facilitate marketing/brand consistency and quality across the organization eliminating an FTE equivalent. 
•	Developed a core collateral system that reduced spending by 85% while improving quality and consistency.

Director of Communications

RTI Health Solutions

•	Co-developed and managed yearly marketing communication plan and budget for 11 individual practice areas.
•	Produced marketing collateral including brochures, advertisements, presentations, and fact sheets; press releases; and web content. Promoted services, communicated competitive advantages and built company awareness.
•	Managed communications for international and domestic acquisitions, and two company expansions. 
•	Initiated new e-marketing programs that led to growing awareness of services and acquisition of clients in a new market segment.
•	Developed and implemented promotion strategies for 12 domestic and international conferences; performed business development activities at conferences that contributed to new RFPs.
•	Consulted with subject matter experts to ensure technical accuracy of all marketing collateral content and managed external vendors to implement marketing projects.
•	Produced an innovative direct mail campaign that earned industry praise from clients, vendors, and even competitors.
•	Improved web content, SEO, and navigation that resulted in web traffic doubling in one year.
•	Founded an internal newsletter that better communicated and reinforced corporate values.  
•	Founding advisory board member of RTI University.

Senior Marketing Project Manager

Nitronex Corporation

•	Produced marketing collateral and press releases to build company awareness and promote new products; sole responsibility for developing and launching a new web site.
•	Processed sales inquiries, RFQs, and POs; liaised with international and domestic distributors to establish sales processes and improve customer service.
•	Worked with engineering and sales teams to administer new product sampling programs and build customer interest.
•	Liaised with government officials and external counsel to develop and administer an export compliance program, which ensured adherence to Department of Defense, State Department and Commerce Department laws and regulations.

Marketing Coordinator

I am an impact player championing women’s leadership in STEM. I am Co-Founder and COO of Launched2Lead, a trailblazing organization that bridges women from college to career, from first job to first promotion. I bring a decades-long track record of inclusive leadership, strategic dexterity, operational excellence, and entrepreneurial spirit to drive growth and impact for young women in STEM, the companies who employ them, and the communities they serve.  With more diversity in STEM, we will foster creativity and innovation, drive profits and progress, and build a more inclusive and sustainable future.  

If you seek to recruit, retain, and advance more women in STEM, let's connect because we can help. You can find me at andrea.mohamed@launched2lead.com.

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