813-586-1636 Tycene Fritcher

813-586-1636 TYCENE FRITCHER [email protected]

SENIOR MARKETING EXECUTIVE Dynamic, Strategic Marketing Leader with 20 years’ senior executive management experience. Impactful marketing communication strategist with strong B2B and B2C acumen, branding, messaging and public relations experience. Lead generation guru of both inbound and outbound marketing channels. Master of product marketing, positioning and go-to-market strategies. Operational executive adept at research, planning, budgeting and execution of tactical priorities and long-term strategic growth initiatives. Accomplished business development professional, astutely successful at generating revenue through integrated partner and customer marketing programs. Expert at segmentation, target marketing, demand generation and sales enablement that provides funnel management and a predictable pipeline. Known as a respected, motivational mentor with a collaborative approach to building teams, effecting change, leading with integrity and driving organizational goals.

Strategic Planning Messaging / Product Positioning Lead Generation Brand Architecture/Identity Public Relations & Advertising Marketing Automation Creative Direction Campaigns & Promotions SEO / Web Content & Strategy Tradeshows/Event Planning Corporate Sponsorships Conversion Optimization User Group Coordination Budgeting / P&L Management CRM Integration Customer Marketing ROI/CPL/CPC/Dashboards Leadership & Motivation

CAREER HIGHLIGHTS  Increased demand generation 20% YOY through effective lead nurturing and opportunity creation through targeted content marketing.  Orchestrated rebranding initiative to improve reputation and increase brand recognition which grew market share by 25% and sales by 10%.  Impressive record of defining identity and positioning organizations including 4 rebrand projects and 5 website redesign projects.  Developed and directed strategic plan that expanded product offerings, marketing channels and vendor management resulting in sales growth from $6M to $16M in three years.  Diversity in for-profit and non-profit sectors; managing up to 400 volunteers at a time resulting in donations of $2M annually, increasing at rate of 10% YOY.  Master of mapping the customer journey across marketing automation, CRM and ERP integration ensuring data integrity and liquidity.

PROFESSIONAL EXPERIENCE Senior Vice President, Marketing SOLUTIONREACH, Salt Lake City, UT (June 2016-Present) Patient Relationship Management solution provider focused on enhancing provider-patient communication. Serve as the strategic thought leader in advancing the company’s growth and market share in the ambulatory and acute care market. Set strategic guidance. Oversee all marketing operations and communications including product marketing, partner and customer marketing. Instill corporate messaging and consistent brand identity to advance the brand’s reputation and recognition in the broader healthcare space. Develop thought leadership and KOL initiatives including brand ambassadors and client advisory boards.  Initiated segmented, persona driven, vertical specific content campaigns increasing online lead volume by 30%.  Built strategic marketing organization from the ground up in four months adding lead gen, customer, content and marketing operations establishing process and KPIs.  Launched corporate communication program including customer and employee newsletters, notices and the organizations first internal intranet.  Implemented marketing automation platform and corrected CRM-ERP integration correcting over 120K account records.  Mapped the customer journey to effectively communicate relevant value propositions to improve acquisition and retention.  Defined funnel metrics and developed a 2016-2017 lead generation plan segmented by vertical by lead source tied seamlessly to the marketing expense budget.

Vice President, Marketing NEXTECH, Tampa, FL (Dec. 2012-May 2016) Electronic Healthcare Record software provider specializing in elective and high-dollar specialties. Set strategic direction for product marketing and marcom through consistent branding and effective product positioning. Directed go-to market strategies, product launches and lead generation for both net new and whitespace opportunities. Established strategic plan and processes for communications, events, creative, and sales enablement. Incorporated two acquisitions  Orchestrated a cohesive rebranding initiative including identity, product architecture and messaging that improved the brand reputation and increased market share by 20% in year one.  Launched two rebranded, conversion optimized websites. Event website was featured as a top website in 2016.  Directing joint marketing campaigns and programs with clearinghouse and ancillary partners generating a 200% increase in leads and expanded revenue share opportunities.  Directed cause-related marketing events, user groups, training seminars that increased customer satisfaction by 50% and retention by 3%.  Launched national user conference in 2015 with a 96% CSAT. In year two, increased attendance by 60%, increased sponsorships by 150%, decreased cost by 200% and achieved 98% CSAT.  Event app for UGM was nationally recognized for adoption and engagement.  Created lead generation team and increased demand generation 18% YOY.  Managed two merger/acquisition communication plans from messaging to brand incorporation to customer integration.

Director of Customer and Media Outreach VITERA HEALTHCARE SOLUTIONS, Tampa, FL (2012) Electronic Healthcare Record and Practice Management software provider. Established strategic direction of marketing communications, public relations and marketing outreach initiatives. Directed voice of the customer (VOC), thought leadership and engagement programs including the first annual user conference VIBE as well as regional user meetings. Directed rebranding initiatives, corporate messaging, campaigns and promotions. Developed cross-channel customer marketing plans to drive market share, lead generation and sales enablement.  Directed successful online, print and social media campaign bringing brand recognition and thought leadership authority, increasing online presence by 30% in only two months.  Directed content and launched customer engagement for largest user conference in organization’s history, recognized by customers as most successful and impactful with a 95% CSAT.  Developed and presented solution selling and B2B business development content for the national sales meeting. Recognized as most effective marketing professional by sales team. Chief Operating Officer, Vice President DHOI (DOOR AND HARDWARE OPENINGS, INC.), Tampa, FL (2003-2011) Supply chain vendor for construction companies and general contractors. Directed strategic planning, operating goals, realignment initiatives, performance indicators, productivity improvements, and cost reduction programs. Managed a dynamic team comprised of local and remote employees and contractors to drive market penetration and sales. Directed business development, customer service and vendor relations to increase profitability.  Transitioned corporation from reactive sales approach to a proactive approach focusing on business development and networking that led to increase in sales of $10M in three years.  Increased bottom-line profitability through cost control, cultivating high-margin opportunities and improving business processes including purchasing, distribution, accounting and sales.  Advanced products and service lines and built product awareness thereby improving market share by 20% over closes competitors.

Director, Marketing DOSATRON INTERNATIONAL, INC., Clearwater, FL (1999-2003) North American division of chemical pump/dispenser/injector/medicator. Devised sales and marketing strategy. Executed go-to-market initiatives from product launches to promotions. Managed marketing communications, creative and lead generation channels. Directed presentations, seminars, customer events, trade shows and annual sales summit.  Developed strategic plan, directed rebranding launch and GTM strategy that lead to an increase of market dominance over closest competitor by 70%.  Effectively launched four new products, into two new industries, expanded into Mexico within first year of service and increased sales by 20%.  Oversaw development of customer service communication program including training, development, messaging, up-selling and cross-selling which lead to 7% increase in sales activities.

PROFESSIONAL VOLUNTEER MANAGEMENT EXPERIENCE National Philanthropy Chairman DELTA ZETA SORORITY, Oxford, OH (2010 – 2012) Philanthropic focus on the speech and hearing impaired. Directed national philanthropic program, oversaw $2M in fundraising and 450,000 volunteer hours of 200,000+ member organization. Served as organization’s spokesperson. Wrote grant proposals and administered capital disbursements. Managed fifteen coordinators covering marketing, promotions, communications, research and development and trend analysis.  Developed volunteer training content and presentations.  Delivered national and regional trainings to collegiate and alumnae volunteers.  Devised brand positioning and messaging-nearly doubling contributions to partner causes.

EDUCATION Bachelor of Science- Management and Marketing, University of Tampa, Tampa, FL

COMPUTER SKILLS Microsoft Office Products, Infinity, QuickBooks, Dynamics, NetSuite, SalesForce, Sugar, Dynamics, Adobe Photoshop, QuarkXpress, Gimp, SnagIt, Marketo, Hubspot, Pardot, LeadConverter, Constant Contact, Cvent, Eventbrite, Double Dutch, Egencia