Leigh Slayden

Current

• Director of Marketing & Member Services at Association of Public Health Laboratories

Past

• Founder & Fearless Leader at Bigger Better Marketing LLC
• Assistant Director at American Chemical Society
• Marketing Director at American College of Physicians

• Associate Director, Membership at American Diabetes Association
• Art Director, Copy Chief, Etc. at Woodward & Lothrop
• Marketing Manager at Biblical Archaeology Society
• Assistant Copy Chief at Hecht Company
• Senior Copywriter at May Company
• Senior Copywriter at Maas Brothers
• PR Assistant at WUSF-TV

see less...

7 more...

Education

• University of Maryland University College

Recommended

22 people have recommended Leigh

Connections

300 connections

Industry

Non-Profit Organization Management

Websites

• My Company
• Testimonials
• My Blog

Leigh Slayden’s Summary

Experienced marketer with a passion for non-profits.
My current goal is to design & implement a complete integrated marketing strategy for APHL while simultaneously standing up the infrastructure and back-end reporting. I like to describe it as building a plane in mid-air.

Leigh Slayden’s Experience

• Director of Marketing & Member Services

  Association of Public Health Laboratories

  (Non-Profit; Non-Profit Organization Management industry)

  June 2009 — Present (8 months)

  Direct the marketing strategy for APHL education and programs reaching over 50,000 public health and clinical laboratorians each year. The Association of Public Health Laboratories works to strengthen laboratories serving the public's health in the US and globally. APHL and its members are on the front lines of disease detection, biomonitoring, newborn testing, environmental monitoring, and other activities to advance public health.

• Founder & Fearless Leader

  Bigger Better Marketing LLC

  (Privately Held; Marketing and Advertising industry)

  June 2006 — December 2009 (3 years 7 months)

  Our vision: to improve the bottom line of every company we touch.
  • Visionary marketing strategy
  • Develop marketing plans & budgets
  • Develop brand experience
  • Creative, compelling campaign concepts
  • Copywriting, design, illustration for print
  • Web graphics and animations
  • Viral videos from concept to script and storyboard, full production services available
  • Content writing for electronic media
  • Direct response marketing emphasis: Get the lead or get the order
  • Member/subscriber acquisitions & renewals
  • Product & catalog marketing

• Assistant Director

  American Chemical Society

  (Non-Profit; 1001-5000 employees; Non-Profit Organization Management industry)

  August 2005 — January 2007 (1 year 6 months)

  Lead Membership Marketing staff of 10, from entry to middle management. Oversee development and execution of member/subscriber recruitment, retention, and recognition activities and several non-dues revenue lines of business; oversee customer service policy for nearly 160,000 professional member/subscribers. Developed and managed $2.5 million budget; accountable for $14 million dues revenue stream. Accomplishments: Reversed a 3-year downward trend in membership, introduced new planning metrics and modeling formulas.

• Marketing Director

  American College of Physicians

  (Non-Profit; 51-200 employees; Non-Profit Organization Management industry)

  August 2004 — July 2005 (1 year )

  Developed strategic marketing plans & directed 9 staff in executing promotion and retention efforts for organization including: physician membership of 116,000; ABC-audited flagship medical journal, Annals of Internal Medicine; meetings, courses, books, videos; merchandise; certification prep programs; multiple other product areas. Managed $2 million budget linked to $50 million in revenue. Accomplishments:
  • Introduced new strategies which resulted in 2% membership growth in only 7 months after 5 years of static membership, receiving recognition from senior and executive staff and Board.
  • Developed new marketing plan resulting in $2 million in additional non-dues revenue in my first year. Developed legacy marketing plan for the year following my departure which put the organization ahead by an additional $2 million at midyear of year two, according to successor.
  • Achieved new record of physician attendance of Annual Meeting, surpassing previous registration by over 12%.

• Associate Director, Membership

  American Diabetes Association

  (Non-Profit; 501-1000 employees; Publishing industry)

  May 1995 — July 2004 (9 years 3 months)

  Developed marketing plans, directed promotion and retention efforts for ABC-audited flagship consumer magazine Diabetes Forecast, plus 4 leading medical journals and 3 membership categories. Developed $3.5 million budget linked to membership dues revenue of $13 million & advertising rate base linked to $10 million revenue. Accomplishments:
  • Managed direct-to-publisher promotions resulting in 50% increase in consumer circulation rate base from 285,000 to 435,000 subscribers. Succeeded in growing circulation during economic downturn when over half of ABC publishers had reduced rate base.
  • Initiated and negotiated new, renewable corporate partnerships to underwrite $2 million/year in promotional expenses—for $0 cost per order.
  • Redirected professional direct mail strategy from a specialist orientation to one aggressively marketing broad base of related fields; developed personalization and recognition packages as new controls, growing membership by over 35% in a 7-year period.

• Art Director, Copy Chief, Etc.

  Woodward & Lothrop

  (Public Company; 501-1000 employees; Retail industry)

  1989 — 1994 (5 years )

• Marketing Manager

  Biblical Archaeology Society

  (Marketing and Advertising industry)

  1991 — 1993 (2 years )

• Assistant Copy Chief

  Hecht Company

  (Public Company; 501-1000 employees; Retail industry)

  1985 — 1988 (3 years )

• Senior Copywriter

  May Company

  (Public Company; 501-1000 employees; Retail industry)

  1984 — 1984 (less than a year)

• Senior Copywriter

  Maas Brothers

  (Public Company; 501-1000 employees; Retail industry)

  1978 — 1981 (3 years )

• PR Assistant

  WUSF-TV

  (Educational Institution; 11-50 employees; Media Production industry)

  1976 — 1978 (2 years )

Leigh Slayden’s Education

• University of Maryland University College

  BA , Art, Art Studio, Art History , 1987 — 1990

Additional Information

Leigh Slayden’s Websites:

• My Company
• Testimonials
• My Blog

Leigh Slayden’s Interests:

Horseback riding, leadership, best practices, innovation, art, wine, Celtic and ancient civilizations, and those blurry spaces where psychology and communications turn into human behavior!

Leigh Slayden’s Groups:

American Society of Association Executives, Association Foundation Group

•    ASAE & The Center for Association Leadership

Leigh Slayden’s Honors:

• Guest lecturer, 2008, Marymount University, Arlington VA
• Invited Speaker, Association Fundraising Group, 2007 Annual Meeting
• Invited Speaker, Kansas City Society for Association Executives, 2007 Annual Association Management Conference
• Presenter, “Total Immersion Marketing & Membership Seminar for Non-Profits”, Nov. 29-Dec. 1, 2006
• Invited Speaker, “Marketing in the CAN-SPAM / Do Not Call / Privacy Era”, Society for National Association Publishers.
• Invited writer, American Society of Association Executives International Section Newsletter, March 2006 & May 2006
• Member, American Society of Association Executives
• University of Maryland University College: BA summa cum laude

Leigh Slayden’s Contact Settings

Interested In:

• career opportunities
• consulting offers
• new ventures
• job inquiries
• expertise requests
• business deals
• reference requests
• getting back in touch