Dawn Bradshaw

Chief Outsiders | End-to-End Growth Engine for Mid-Sized Businesses I provide strategic marketing leadership to CEOs and national brands of ambitious small to mid-sized companies, leveraging B2B and B2C expertise to drive transformation and growth. I coach executives, lead growth strategies, and embed best-in-class marketing practices tailored to each client’s unique stage. I deliver results. I serve as a CMO and marketing consultant across multiple categories: Banking, Financial Services, SaaS, Higher Education, Technology, Manufacturing, Nonprofit, Professional Services, PE Portfolio Companies, and more. Chief Outsiders helps mid-sized businesses break through market barriers to accelerate growth. With Chief Outsiders® fractional and interim CMOs, CROs, and CSOs providing enterprise-level sales and marketing leadership and Team Outsiders™ execution team to bring your market strategy to life, you get a full go-to-market team without the long-term commitment of hiring. It’s all powered by our GrowthGears OS platform, the industry’s first AI-powered growth platform that operationalizes our proven GrowthGears approach and harnesses the collective expertise of our team to accelerate results. With 2,000+ clients and billions of dollars in revenue growth, we deliver results that matter. If you’re a CEO ready to take your company to the next level, let’s talk about your next chapter: growth. Visit www.chiefoutsiders.com to learn more.

Accelerated growth by completely transforming CURE's marketing program, team, strategy, and go-to-market approach, establishing the organization as the #1 childhood cancer research advancer and patient support provider in Georgia and beyond, and helping deliver 20% revenue growth in the first year. Launched awareness and acquisition campaign, taking CURE from a local nonprofit, expanding to a national audience, proving propensity for national donor revenue. The campaign drove 80% of website traffic, increasing monthly visitors from 16K to 80K, and within 18 months, it was generating enough revenue to pay for itself.

Partnering with leadership to solve their most pressing marketing challenges—from market positioning and competitive differentiation to donor engagement and revenue acceleration. Strategic thinking meets hands-on execution, where marketing can serve as a true growth-driver for the organization.

Chief Outsiders | End-to-End Growth Engine for Mid-Sized Businesses Served as Factional CMO and advisor for multiple clients, building demand gen engines, revenue, marketing infrastructure, and teams. Served clients across multiple categories: Banking, Financial Services, SaaS, Higher Education, Technology, Nonprofit, Professional Services, PE Portfolio Companies, and more.

Brought on board by the EVP, Group President to mature the marketing team and marketing discipline for the organization, and establish infrastructure to support it: processes, systems and solutions, governance, metrics, etc. Reduced marketing spend significantly by bringing together multiple siloed marketing teams, restructuring as a shared services organization to support multiple business units, and consolidating systems and solutions. Implemented new marketing strategies, including piloting new approaches and establishing measurement plans for direct-to-customer (D2C), Account based marketing (ABM), digital lead generation, and omni-channel campaigns. • Led development of strategic roadmap in support of multiple businesses – FinTech, SaaS, and people services. • Transformed marketing organization and strategies to support business transformation and growth. • Developed go-to-market strategies and built omni-channel and digital marketing plans to mature the marketing discipline and better position the marketing function to drive growth. • Led transformational change within the group: – From tactical, reactive sales support to go-to-market strategies – From measuring marketing activity to measuring marketing ROI and impact to the business – From marketing as a reactive support service to a strategic partner, embedded in the business – Aligning marketing funnel with sales funnel; aligning marketing goals with business goals

Recruited by CEO to lead digital transformation, maturing the marketing discipline to meet current and future needs of the business with a focus on building an agile mindset and culture, technology transformation, connecting with consumers one-to-one, delivering omni-channel optimized experiences for them, and leading the marketing organization in the next generation of digital acquisition. Drove a volume increase of $2.2B by transforming marketing strategies and team and implementing new marketing automation solution. Increased prequalified volume opportunity for Consumer Direct team by $530M in first six months, by implementing new omni-channel digital marketing strategies. • Led development of strategic roadmap, including goals, vision, and values – positioning organization to achieve future success. • Led go-to-market strategies, orchestrating across marketing, product, and sales to ensure alignment and success. • Designed, implemented, measured, and optimized omni-channel B2C and DTC marketing strategies and plans to build sales pipeline. Spearheaded Agile test-and-learn approach, as the organization entered new digital channels. • Led transformational change and paradigm shifts across organization: – From marketing as a cost-center to marketing as revenue-generating – From reputational to demand-generation marketing – From physical to digital marketing – From reactive and tactical approaches to proactive strategies and execution – From linear/waterfall approaches to Agile test-and-learn approaches

• Accelerate, Total Expert Customer Conference, New York – 2020 • Argyle Digital: Marketing Leadership Forum, Madison, Wisconsin – Keynote Speaker – 2020 • 2020 Trends Executive Briefing, Kin + Carta, Chicago – 2020 • Prospanica Chicago Enrichment Program, Virtual – 2020 • President's Circle, Wintrust Mortgage, Cabo San Lucas – Speaker & Workshop Facilitator – 2020 • President's Circle, Wintrust Mortgage – Scottsdale, AZ – Keynote Speaker – 2019 • IHAF Round Table, Chicago – 2017 • AMA Effective Brand Marketing Conference, Madison, WI – 2017 • PRINT, Chicago – 2004, 2006, 2008

Led marketing team and initiatives across B2C, B2B, B2B2C, and partnership. Developed national marketing strategy/plan to turn around declining business in shrinking category, exceeding KPIs, resulting in 10% growth over prior year – for first time in six years. Slashed marketing spend by $1.1M in first fiscal year by building a robust internal creative team from the ground up, including talent and infrastructure. Offset $3.3M in outside costs implementing self-serve solution to support needs of 100+ national campuses. • Led B2C and B2B strategies and creative development across master brand, sub-brands, product lines, and partnerships. • Scope included direct-to-consumer student recruitment and DeVryWorks, the institution's B2B talent development arm that partners with corporations to upskill their workforce through customized degree and certificate programs. • Directed global marketing teams and agency partners to manage omni-channel campaigns, balancing mix of reputation and demand-gen. Implemented data-driven strategies – building strong brand foundations with positioning, value prop, audiences, messaging, and identity. • Developed and led content strategy and integrated campaigns (earned, owned, & paid) aligned with digital marketing ecosystem. End-to-end responsibility through insights, brief, development, budget, measurement, and optimization. • Spearheaded multiple product launches and brand relaunch – driving omni-channel integration across multiple initiatives and agency partners. • Led digital agency in media strategy, intent-based audience segmentation, and Agile optimization for performance against digital KPIs. • Optimized web properties within a test-and-learn model (across content, UX, and SEO). • Led insights team (competitive, customer journey, focus groups, and more) to develop shared view of category context, competitors, channel dynamics, and LTV. • Spearheaded cross-functional initiatives, bringing teams together to achieve common goals.

• Built, led and mentored a brand, content, digital and social teams, fostering collaboration across disciplines • Led content and creative team and external agencies to deliver strategic, insights-driven creative work to communicate our positioning and products and build the brand – balancing the mix of reputation-focused initiatives and demand-gen digital initiatives • Led cross-functional efforts and initiatives, bringing teams together to achieve common goals

• Led and inspired the internal creative team – copywriters, designers and digital artists – to bring the brand to life and support the needs of the organization. • Led internal creative team and external agencies to deliver strategically-grounded, insights-driven work – on target and on time – in a high-pressure, fast-paced environment. • Collaborated with internal business owners to develop creative and content in support of Marketing objectives. • Led and championed the DeVry University brand and how it comes to life, ensuring alignment across stakeholders, agency partners and multiple channels. • Built, led and mentored a creative team and the work produced for the organization – from concepting through delivery, sourcing and identifying the right talent, and fostering collaboration across disciplines. • Managed KPIs for team, report to leadership on ROI of team, and managed against SLAs.

Brought in to evaluate spend and scope with agency partners and build an internal content team (internal agency) – along with the infrastructure to support it. • Discovery – Evaluation of activity and spend • Synthesis – Cost/benefit analysis and recommendation • Planning – Resource alignment, infrastructure (processes/MRM solution) and staffing plan • Activation – Infrastructure implementation, hiring of staff and on-boarding Also consulted to implement MRM (Marketing Resource Management), Marketing Automation and DAM (Digital Asset Management) solutions – from research to RFP to implementation and training.

• Management consulting – Partnered with organizations to plan and build marketing infrastructure and teams. • Led account and creative teams in the development of integrated marketing strategies – TV, radio, print advertising, digital advertising, collateral, identity, websites, direct mail, and promotions. • Developed strategic marketing plans for clients and oversaw concepting, development and execution of marketing tactics. • Applied in-depth understanding of consumer insights, including demographic/psychographic trends, consumer perceptions/attitudes, need states, motivations, and purchase/consumption behavior to advance the business. • Managed business development, client engagement, relationships, growth and annual budgets.

• Professor, Department of Continuing Education. • Taught Certificates and Courses: Principles of Marketing, Graphic Design Certificate, Principles of Adobe InDesign, Adobe Photoshop Fundamentals and Techniques, Adobe Illustrator Fundamentals and Techniques.

Minors in Aquatics and Coaching.