Thoughtful communicator. Mindful marketer. Team builder. Fearless project manager. Compassionate educator. Insatiable learner.
Resume
Education
Marketing Leadership Certification
Reforge, 2023
Marketing Leadership Topics Studied:
*Partner with finance on budgeting, investment, and promotions
*Design your team’s org structure and hire against it
*Develop career pathways that nurture your team’s talent
Product Marketing Topics Studied:
* Build a research-backed positioning strategy that leans into the product’s differentiation
* Secure and allocate resources in a way that accounts for each go-to-market initiative’s differentiation and nuances
* Build a measurable go-to-market strategy that aligns cross-functional partners and delivers the product to market in to drive sustained business growth
Growth Marketing Topics Studied:
* Assess unfamiliar channels to select the right ones for your portfolio
* Develop an investment strategy to prioritize spend across channels and campaigns
* Define the right metrics for your growth model and build a plan to measure performance data
* Level up your optimizations for paid investments and development of lifecycle strategies
Integrated Marketing Certification, speciality in Marketing Strategy
Cornell University
Courses Include:
+ Understanding the Digital Marketing Landscape and the Customer Funnel
+ Assessing Opportunities in Paid Digital Media
+ Assessing Opportunities in Owned Digital Media
+ Implementing an Integrated Digital Marketing Plan
+ Measuring Customer Preferences
+ Analyzing Segmentation and Targeting
+ Using Data for Positioning Brands
+ Predicting and Managing Customers' Lifetime Value
+ Market Response Modeling
+ Optimizing Digital Advertising with Analytics
+ Applied Marketing Strategy and Decision-Making Tools
+ Market Research and Analysis
+ Creating and Communicating the Value of Your Brand
+ Introducing New Products: Successes and Failures
+ Distribution Strategy and International Marketing
Master of Science in Health Communication
Northwestern University
2018-2019; 4.0 GPA; merit-based scholarship received
Courses included:
+The US Healthcare System (included comprehensive study of Medicare and the Affordable Care Act)
+ Design Interaction (included a capstone project that laid out a health communication strategy for Stress Reduction Counseling in Primary Care Offices)
+ User Experience (UX)
+ Difficult Conversations in Health
+ Engaging Patients in Healthcare
+ Changing Health Behavior
+ The Social Context of Illness
+ Health Marketing
+ Internship in Digital Media Design
Bachelor of Arts in English
Northwestern University
2000-2004; 3.5 GPA; graduated early to accept a full-time job in academic publishing
Employment
Director of Marketing (June 2023 - present)
Performance Marketing Manager (May 2022 - May 2023)
SIY Global
Reworked our messaging and communications strategy to appeal to a more targeted set of stakeholders, leading to a 333% increase in organic website YoY.
Significantly enhanced our digital presence, leveraging data-driven insights to make strategic decisions, leading to a 33% decrease in cost while improving efficiency and outcomes.
Developed a comprehensive product marketing strategy and drove demand for six new products.
Managed multiple organizational change initiatives, including implementing HubSpot. During this process, I enhanced cross-functional communication by implementing collaborative strategies and tools, leading to improved team synergy and project efficiency across departments.
Client Marketing Manager
Happify Health (now Twill)
May 2021 - May 2022
Working in the complex landscape of health tech, I developed and executed client-specific engagement plans for large employers and health plans. Using strong project management skills, I solicited input from a diverse group of stakeholders---from clients to end users to in-house marketing and UX leadership. I worked closely with both Customer Success and Marketing to ensure client engagement, activation, and retention metrics were optimized.
Managing Director
Room to Breathe Psychotherapy + Yoga
May 2015 - May 2021
I co-founded, built, and directed Room to Breathe, a psychologically sensitive mindfulness education service that partners with psychotherapists to offer accessible and customized training in the Chicago Loop and online. I built the business from an empty room to serving thousands of customers per month and developing new services each year based on customer feedback. Key to my success in this role has been my skill at deep listening to customer stories and needs, coupled with my love of challenge, continuous learning, and strategic thinking.
This role offered a rapid-fire chance to develop my skills in business operations, strategic growth, customer service, marketing communications, social media marketing, online and email marketing, brand management and development, copywriting, market research, budgeting, curriculum development, training, budget management, business strategy, Agile process improvement, website management, analytics, leadership, and team-building.
As the business expanded, I directed a team of 15 contractors and 4 administrative staff members to develop, market, and communicate evidence-based, accessible mindfulness educational services for clients both in person and online. I worked collaboratively with clinicians to communicate the value of mindfulness-based education and practice within the healthcare system.
Freelance Editor and Mindfulness Educator
2010-2015
Battling a serious health condition forced me to work differently. However it did not stop me. I used this time to study how yoga and mindfulness practices could be applicable to those with chronic pain and illnesses, studying evidenced-based methods from experienced teachers. I honed my public speaking and teaching skills by offering consistently in-demand classes to a wide-range of students previously not served by other programs.
Senior Project Manager
Northwestern University Press
2003-2010
+ Successfully project managed over 100 complicated book projects from raw manuscript to completed product.
+ Developed strategies and systems to allow our department to increase productivity and quality simultaneously.
+ Worked collaboratively with authors to edit and improve their material.
+ Developed internship program for students at Northwestern University interested in publishing.
+ Consistently earned the highest marks in performance reviews.
References
“Serena is not just a talented manager, she is an inspiring leader.
I’ve first met her 5+ years ago when I started taking classes at Room-to-Breathe, the psychologically-sensitive yoga studio she co-founded. At the time I was myself working in corporate business and I had a strong feeling that the studio was well-run. Teachers and faculty members spoke highly of Serena and the inclusive, supportive and healthy environment she created for them and the studio’s clients.
And I could tell: every piece of feedback was taken seriously, any complaint addressed and settled with care and openness, generous product offerings were available for under-privileged students at a time when this was far from being a front-of-mind concern in the industry. Those are a few examples amongst many other ways Serena ensured that the studio delivered on its promise to be a mindful, educated and sensitive place.
More recently, I’ve had the chance to complete my teacher training with Room-to-Breathe. During the program, I got to know Serena as a teacher… and she turned out to be so much more than that! She is a true mentor for aspiring teachers; she listens mindfully and guides future teachers to discover their own interests and strengths in the practice of yoga. She empowers those around her, through her words of affirmation and encouragement, but also through her actions. Serena leads by example... strength, vulnerability and all.
Currently, being one of the teachers on the studio’s faculty and developing the online library of classes for Room-to-Breathe, I get to know Serena as a manager. And in this capacity too, she is impressive. She has a keen eye for details, she knows and cares about each employee, all the while keeping a needed focus on the overall picture: the viability and growth of the studio.
Indeed, I’ve seen her rapidly and skillfully adapt to a worldwide pandemic that claimed many businesses in the yoga & wellness industry. I’ve witnessed her ability to bring a team together and build a strong and supportive community in the face of challenges. I’ve heard her inspire her team despite the dreadful news that sometimes came with the disrupting global situation. And in the midst of all that, I’ve seen her lead the studio to financial sustainability.
I am truly thrilled to be on Serena’s team and to have the opportunity to grow Room-to-Breathe’s business alongside her.”
“In my capacity as the Associate Director of Career Services as well as an instructor in the program, I was struck by Serena’s intellectual curiosity and professionalism. The fact that she attended graduate school while working full time is a testament to not only her tenacity and discipline. Always cordial, Serena was always a pleasure to work with.”
“Serena is efficient, dedicated, hard working, smart as a whip, and a pleasure to work with. Everything she sets her mind to is a success. I recommend her without reservation or hesitation.”
“Serena is a highly organized person who enjoyed the challenges of this demanding position and approached it in a creative, collaborative, and highly personable way. She often suggested innovations and improvements in the process, helping to develop and refine a series of checklists for quality control that we are still using today. Her editorial standards were rigorous, and she worked well with all departments at the Press as well as with external participants in the process, such as the authors, freelancers, and typesetting and printing vendors with whom we interact on a daily basis.”
Contact
Email me at roschman.serena@gmail.com
