Leigh Slayden

Current

• President & Fearless Leader at Bigger Better Marketing LLC

Past

• 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

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6 more...

Education

• University of Maryland University College

Recommended

21 people have recommended Leigh

Connections

240 connections

Industry

Marketing and Advertising

Websites

• My Company
• Testimonials
• My Blog

Leigh Slayden’s Summary

Now more than ever, companies need bigger, better marketing just to remain stable in an uncertain economy. Our team's experience in loyalty marketing supports non-profits, associations, publishing...and smart for-profit companies are discovering the difference a bigger better value proposition can make.

Leigh founded the company with one vision: to improve the bottom line of every company we touch.
• Bring visionary leadership to client marketing
• Develop brand experience, marketing plans, and brilliant creative campaigns
• Develop performance metrics for direct response marketing including acquisitons, renewals, publications, meetings, merchandise, and catalog.
• Improve business processes and ROI.
You can reach her directly at 443-355-4308

Leigh Slayden’s Specialties:

• Branding, positioning, member/customer value proposition
• Developing integrated, multi-channel & international marketing plans
• Incorporating new media, video, viral marketing, traditional direct mail, advertising
• Response analysis, SWOT analysis, customer behavior profiling
• Design, copywriting, illustration, video production, animation, project management, and e-marketing, now including websites & SEM

Leigh Slayden’s Experience

• President & Fearless Leader

  Bigger Better Marketing LLC

  (Privately Held; 1-10 employees; Marketing and Advertising industry)

  June 2006 — Present (3 years 2 months)

  Our vision: to improve the bottom line of every company we touch.
  • Visionary leadership of 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 marketing
  • Recruit and lead collaborative teams of creative and strategic talent to meet client needs.
  • Develop and lead professional education programs including seminars, in-house training, and coaching in the field of direct 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 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