TODD VON DEAK, MBA, CAE
2322 Wallace Street • Philadelphia, Pennsylvania 19130
267-258-5788 • todd.vondeak@gmail.com
OPERATIONS, MARKETING & COMMUNICATIONS EXECUTIVE
Strategic senior executive seasoned in daily operational management for mid-sized organizations, with a multi-year track record of driving high-volume growth in market share and sales through development of leading marketing and communications platforms. Specific expertise in the non-profit sector, with a strong portfolio of experience managing the special needs of non-profit organizations and building membership organizations. Dynamic business planner delivering ongoing improvements across all areas of organizational development. Strong background in business operations and marketing. Proven ability to lead end-to-end management of projects, programs, and departmental operations. Demonstrated track record of training cross-functional teams into a core group of top-performing professionals.
CORE COMPETENCIES
Operations Management • Executive Leadership • Marketing & Communications Departmental Management • Non-Profit Organizations • Team Building & Talent Management • Member Organizations • Public / Media Relations • Event / Product Marketing • Strategic Planning • Client Acquisition & Retention • Vendor Management Budgeting • Marketing Collateral • Crisis Management
PROFESSIONAL EXPERIENCE
SOCIETY OF HOSPITAL MEDICINE, Philadelphia, Pennsylvania • 2005-Present
Senior Vice President of Operations (2010 – Present)
Vice President of Operations & General Manager (2009 – 2010)
Vice President, Membership and Marketing (2008- 2009)
Director of Membership and Marketing (2006-2008)
Director of Membership (2005-2006)
Primary executive governing daily operations for an international medical society. Guide staff growth and development for more than 35 team members. Direct authority over HR, Marketing, Membership, PR, Sales, Business Services, and Technology. Chair operations management team.
Lead marketing and membership strategy, with the goal of achieving more than $2.5M in direct revenue generation and an additional $7.5M in indirect revenue generation. Mentor management personnel to build the competencies necessary to execute tactical initiatives spanning membership services, academic programs, conferences, educational products, and online educational resources. Coordinated the activities of 6 committees reporting to the Board of Directors.
- Drove high-level improvements to organizational performance by building the marketing and membership functions from the ground up, achieving optimal productivity in short order. Created a membership revenue forecasting model.
- Instrumental role in the development and launch of key initiatives, including payroll banding, the color team employee relations program, and a revamped annual review process.
- Guided an office-wide rebranding effort that included all levels of the organization, including the Board of Directors.
- Led the team that increased annual meeting attendance by over 45% in 2009, resulting in the first sold out event.
- Increased membership retention from 64% to 81% within the first year, with continued growth year over year above and beyond membership revenue targets. Retention currently sits at approximately 86%.
- Generated nearly $1M in annual royalties through key relationship management with the publisher of the society's monthly news magazine and peer-reviewed journal.
- Ensured updates of more than 40% of individual society database records on an annual basis by conceptualizing and managing implementation of an ongoing data clean-up campaign.
- Improved operations through enhancements in monthly reporting to key stakeholders, internal customer service provided to staff, development of new feedback loops and general growth of new/existing functions.
ADVERTISING SPECIALTY INSTITUTE, Trevose, Pennsylvania • 2004-2005
Director, Member Services
Served as a member of the company’s Senior Leaders Program, providing strategic oversight of marketing, public relations, and client service operations related to membership activities for this international institute with over 21,000 members. Managed a membership sales and listings team that included manager, 8 staff members, and $350K budget. Delivered advanced long term planning in the areas of membership acquisition / retention, business unit analysis for membership products, and development / implementation of new member benefit programs.
- Devised and oversaw roll-out of ASI’s first membership retention program
- Designed a modeling system and online tracking program to ensure maximization of telemarketing efforts.
- Developed program to increase staff empowerment when interacting with members.
- Created and managed an internal public relations program targeted at over 450 staff members.
- Spearheaded membership policy change that affected one of ASI’s five membership categories
SOLID WASTE ASSOCIATION OF NORTH AMERICA (SWANA), Silver Spring, Maryland • 2001-2004
Director of Marketing & Member Services
Manager of Marketing & Sales
Served as organizational spokesperson and principal media / communications advisor to CEO. Oversaw online and offline marketing for events, membership, non-dues revenue, and market research for this international association with over 7,200 members in 45 chapters. Managed membership and client service functions, including database integrity and member fulfillment. Directed stakeholder communications, media relations, website administration, and visual identity plan. Led production of up to 30 print projects per year, as many as 12 concurrently. Developed new products and services.
Devised marketing and communications strategies for annual WASTECON conference. Prepared and administered $750K budget. Maintained P&L oversight for 8 budget areas. Trained and led 5 staff members and 8 interns. Negotiated and reviewed contracts. Served as primary liaison monitoring chapter activities. Coordinated functions with international board and committees. Produced year-in-review videos for annual meetings.
Revenue Enhancements:
- Met all membership goals year-by-year and exceeded $1 million dues for fiscal year.
- Built online store from ground up to $500K in gross revenue, reducing invoicing with 90% credit card transactions.
- Increased conference attendance 10% and training attendance 50%+.
- Designed list rental program generating $12,500 in revenue annually.
- Secured more than 200 media placements for events, including ABC’s 20/20.
- Established direct mail program targeting 20,000 potential members twice per year.
Additional Contributions:
- Created internship program recruiting 55 interns and saving more than $50K per year in salary over 3 years.
- Saved $75K each year through changes to electronic newsletter.
- Cut order fulfillment time 50%; implemented extranet to deliver data to chapter officers 2 to 3 weeks faster.
- Developed organization’s first communications plan, crisis communication plan, and association style guide.
- Led teams changing association logo/visual identity and redesigning website.
- Developed 2-year branding campaigns for cost savings and consistency.
- Key role on team integrating new Siebel Customer Relationship Management (CRM) software.
AMERICAN UNIVERSITY, Washington, DC • 1999-2001
Assistant Director of Annual Campaigns
Coordinated donor acknowledgement program, library booster group, and athletic booster group. Marketed programs to grow booster groups. Handled membership renewals and wrote acquisition pieces. Processed donations and gift acknowledgements. Supported outreach efforts by donors.
- Built athletic booster group from 180 to 250 members in first year, increasing gifts by 10%.
- Increased library group membership 65% and revenue 10%.
- Acted as marketing coordinator and secured $13K worth of sponsorships in 5 weeks.
- Initiated athletic booster website and e-mail lists for each sport to enhance alumni interaction.
NATIONAL MULTIPLE SCLEROSIS SOCIETY, Washington, DC • 1998-1999
Event Coordinator
Directed special events for regional society raising funds for research and outreach on MS. Coordinated interns, marketing plan development, and website. Oversaw half-marathon road race event. Served as assistant director for bike tour event.
- Saved $6,500 by negotiating race management company contract.
BOAT OWNERS ASSOCIATION OF THE UNITED STATES, Alexandria, VA • 1997-1998
Marketing Coordinator
Coordinated internal PR and promotions to drive membership sales with 35 retail stores on behalf of national association with 500,000 members.
EDUCATION
Master of Business Administration (Marketing Concentration) -
Drexel University,
Philadelphia, Pennsylvania
Bachelor of Arts (Political Science) - American University,
Washington, DC
CERTIFICATION
Certified Association Executive – American Society of Association Executives
Six Sigma, Green Belt – Drexel University
PRESENTATIONS
American Society of Association Executives (ASAE),
2011 Marketing, Membership & Communications Conference
Delivering the Hits: Using PR to Tell Your Story and Change Minds (Accepted)
From Page 55 to Page 1, One Trip Out of the Google Abyss (Accepted)
American Society of Association Executives (ASAE), 2010 Marketing & Membership Conference
Rethinking Membership Recruitment and Retention in a Shrinking Marketplace
New York Society of Association Executives (NYSAE), 2010 Technology Institute
Unlocking the Power of RFM
American Association of Medical Society Executives (AAMSE), 2009 Annual Meeting
Using Member Data to Foster Improvement in Your Society
Drexel University, 2009 and 2010 Undergraduate Marketing Conference
Panel on Brand Management (both years)
American Society of Association Executives (ASAE), 2008 Annual Meeting
“The Circle of Champions” – How to Create an Inner Circle that Enhances Membership Trust, Engagement & Growth
Guest Lecturer – Numerous Classes at LeBow College of Business, Drexel University
GRANTS
Drexel University, LeBow College of Business (Fall 2008 Term)
Program for Engagement of Students with the University during their Co-Op Term
AFFILIATIONS
American Society of Association Executives (CAE Action Team)
Mid-Atlantic Society of Association Executives (Membership Committee)
COMMUNITY INVOLVEMENT
Adjunct Faculty - LeBow College of Business, Drexel University
Advisory Board - Center for Corporate Reputation Management,
LeBow College of Business, Drexel University
Career Center Advisory Board - LeBow College of Business, Drexel University
Volunteer Consultant - Business Volunteers for the Arts, Philadelphia Arts & Business Council
Awards
Charles W. Van Way Award – American University Awards Convocation
SPECIALIZED COMPUTER SKILLS
Adobe Pagemaker • iMIS CRM • InFormz • MagnetMail
Quark XPress • Seibel CRM • Zoomerang Research |
