Bridget Hayman

Director of Digital Marketing, Easterseals National Headquarters     

2016 - Present

 

Responsible for a $1.6M budget that includes technology, agency, and video production along with digital media.  Runs all email campaigns, SEO, mobile messaging, website content creation, vendor management, social media strategy, and influencer outreach.  Identifies and shares web and social media best practices with 73 affiliates.  Supervises a team of four charged with designing/implementing comprehensive marketing strategies to create awareness of services and enhance revenue through relevant, resonant, end-to-end marketing.

 

 

• Helped achieve top organizational goal of building brand identity by growing first-time website visits by over 16%.

 

• Integrated a first-ever financial, branding, and advocacy marketing outreach with a new content strategy and delivery process, leading to a 36% increase in monies raised, record email deliverability, increased open rates 106% and click through rates by 159% — all at no additional cost.

 

• Generated a reach of 400,000 and 2.7 million impressions organically during an hour-long online event that strategically engaged key influencers, corporate partners, and the media.

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Associate Director of Public Relations and Social Media, Valence Health

2015 - 2016

 

As project lead, built and expanded company’s digital footprint to engage providers, hospitals, and health systems.

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• Developed a year-long website redesign project that included in-depth, up-front research in building consumer profiles, mapping user journeys, establishing benchmarks, and tracking results.  Created the corporate social media strategy, conducted media relations, and developed product and client/patient-facing collateral.

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Manager, Social Communication and Engagement, American Dental Association (ADA)

2012 - 2014

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Built ADA’s social media presence by training and leading a cross-divisional social media 20-member team; planning strategic communications within the ADA’s governance structure; working with dentists on digital marketing; monitoring and executing social media; implementing enterprise-wide technology solutions; overseeing paid search efforts; and conducting media training and national press outreach.

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• More than doubled audience and social media reach the first year and grew it the following year, exceeding all set goals.

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Social Media Content Strategist and Public Affairs Writer, Blue Cross and Blue Shield of Illinois (BCBSIL)

2007 - 2011

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Started and was responsible for the day-to-day BCBSIL social media messaging strategy.  Packaged communications across multiple channels and exercised media relations fundamentals.

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• Generated more than 15,000 Facebook likes and outstanding Twitter engagement, building one of the most visible social media ecosystems among health insurers nationwide.

 

Media Relations/Corporate Communications Specialist, Federal Reserve Bank of Chicago

2001 - 2007

 

Wrote and issued press releases, built relationships with reporters, prepped executives for press briefings, and edited newsletters.  Worked with the launch of Bank’s Money Smart Week program, a now national financial literacy awareness campaign.