Denise Cummings

• Launched omni-channel digital practice group of 30+ digital marketers that enable best practice sharing, solve complex digital challenges, consistently collaborate and consistently deliver value and impact. • Conducted omni-channel digital workshops and trained 150+ to drive a customer first mind-set to create connection at every point in the customer journey • Delivered YoY omni-channel digital growth with an +167% increase in digital leads and +41% increase in the average lead value through regional and BU collaborations. • Crafted US Region Demand Center strategy to accelerate value creation, accelerate demand generation and improve lead management processes. • Re-engineered the omni-channel and lead management function to deliver new process and standards to accelerate $15M+ in “go-get” revenue. • Digitized the customer lifecycle through rapid adoption of core digital solutions to enable customer onboarding, training, and learning, unilaterally by 50% • Co-lead a GDPR initiative to improve data privacy standards and SFDC/Marketo technology enhancements to increase data privacy adoption standards across the regions and BUs by 75%.

• Accountable for creating and launching strategic digital initiatives from ideation to execution. Develops strategic digital business plans in support of Lonza’s global biopharmaceutical and consumer health business units to build and launch digital marketing and lead generation programs. • Launched www.capsugel.com to help redefine the Capsugel brand and re-position the company in the biopharmaceutical space. Increased organic traffic by 25% and Contact Us conversions by 33%. • Launched www.lifestyle-inmotion.com, a B2C consumer health education site focused on joint health. Supported “Move to the Extra[Ordinary]™” lifestyle campaign with integrated social media and digital programs. Increased organic traffic by 28% and new visitors by 29% during the launch period. • Served as project manager on the redesign of www.pharma.lonza.com (launching Q3, 2019). Represented the “voice of the user” as key UX/design and content lead. • Designed test and learn programs CRM programs for the biopharmaceutical capsule segment ; increased sessions by 52%, new users by 65% and Contact Us conversions by 61%. • Lead the digital transformation of the CRM practice and integrated critical systems (CMS, Pardot and SFDC.com) to create integrated and connected user experiences. Improved ROI and Contact Us conversions by 29% during the post-install period. • Supervised the day-to-day management of the Capsugel digital ecosystem (11 websites) by providing operational oversight including interfacing with IT and internal development teams.

• Accountable for creating digital strategic initiatives, daily operations and partnering with key stakeholders globally to increase digital engagement and response. Responsible for managing the digital transformation of the Capsugel digital ecosystem in the following ways: o Completed the redesign of www.capsugel.com and redefined the organization’s digital brand and position in the CDMO space. o Developed content architecture and persona strategy to help optimize user behavior, customer journeys and multi-channel acquisition. o Created a lead management funnel process, connecting disparate marketing systems, with the aim of improving engagement and response. • Developed consistent, actionable digital and social media intelligence to choreograph and optimize targeted digital campaigns, as well as assign lead generation metrics. o Performed ad-hoc analytics and conversion optimization consultancies to help value and compare digital programs and tactics. • Collaborated with geographic marketing partners to develop test and learn strategies for specific product and solution offerings.

• Performed the role of IT project manager and lead the exploration, design and launch of key digital applications: o Quarterbacked the redesign of www.vno.com , the organization’s flagship website, acting as project manager, UX subject matter expert and vendor management lead. o Redesigned www.retail.vno.com, the organization’s retail leasing site and re-engineered the leasing availability process by implementing a visual decision support application. o Launched www.uedge.com, the organization’s new real estate investment site and served as project lead and US liaison on an international cross-functional team. o Launched Urban Edge Properties SharePoint 2013® intranet site serving as site designer, administrator and content manager and trainer. o Managed two diverse API projects to replace and improve data sets on the organization’s IR websites. • Improved digital operations and provided end-to-end accountability for Vornado’s and Urban Edge Properties digital investments and initiatives: o Consolidated the domain name acquisition and renewal process, creating a domain name database to catalog and manage domain assets and property information. o Created SEO and domain name programs to increase organic search results to specific audiences. o Managed a diverse set of domestic and international digital agencies with key responsibility for developing SOW’s, project negotiations and program management. • Introduced the practice of web analysis and leveraged the Google Analytics knowledge base. o Developed standardized data collection methodologies and digital dashboards to value and compare kpi’s across all digital platforms.

• Led the redesign of www.caritaschristi.org, crafted the corporate strategy to create clinical Microsites within the health care system that increases visitor traffic, page views and time-on-site across all digital assets. • Managed digital healthcare campaigns, increasing site traffic by 27% resulting in a ytd increase in physician appointments by 228%. • Launched CRM initiative, completed data hygiene project; launched email catchment pilot and newsletter program, believe@news@steward.org • Developed and launched new corporate website, http://www.steward.org/ and introduced new social media strategy and tactics. • Created technical and marketing roadmap to install and launch StewardCare, a Microsoft® Healthvault Community Connect patient and physician portal. • Launched a physician referral database; improved the usability and functionality of patient online directory, Caritas DoctorFinder®. • Authored the organization’s Social Media Policy for Marketing, Human Resources and IT • Installed new content management system (CMS) across the digital system; trained 30 content masters, rebranded key content modules including events calendar, health library, and newsroom. • Refined and implemented SEM SEO, Meta-Data and Google Listings™ to increase organic and paid search returns for all hospital and healthcare organizations. • Managed the domain name process, successfully negotiating the acquisition of new names and intellectual property. • Managed department budget and the relationship of web, advertising and technical agencies.

• Provided strategic oversight and management of 23 digital assets (websites). Responsibilities included day-to-day site management, technical consultations, content/graphic updates, site redesigns and web vendor management. • Managed online patient acquisition funnel programs and developed user friendly interfaces to encourage site interactions and loyalty. • Developed and implemented SEO, SEM and digital advertising programs across the healthcare system in concert with branding and clinical initiatives. • Recommended and implemented individual clinical and hospital web programs including redesigns, user research, and microsite designs. • Tracked and analyzed site traffic and usage, adjusts digital programs accordingly to improve site usability and interaction.

• Lead a team of communications and design professionals to meet the broad marketing and communication strategies of MIT Medical, a multi-service group healthcare practice. • Managed the fiscal operations, account management, and production workflow of the marketing and communications department. • Served as the organization’s chief communications advisor and strategist, offering ideas and techniques to aid the adoption of internal and external communication programs. • Lead the redesign of http://mit.edu/medical and develops integrated web communications programs to build campus outreach. • Lead a team of marketing and health care professionals to launch and manage getfit@mit, a 12-week, team-oriented fitness challenge.

Marketing & Web Communications Manager September 2005 -August 2006 • Led the redesign of www.usa.siemens.com/healthcareit acting as lead content strategist, designer and information architect. • Partnered with cross-functional interactive teams and Google™ to develop search engine marketing (SEM), pay-per-click (PPC) and A/B multivariate programs. • Analyzed web traffic, visitor interaction and conversion rates. Reported findings and recommendations to marketing and product teams. Marketing Communications Consultant February 2003-September 2005 • Created interactive and traditional marketing and communications programs to support and promote a diverse group of services and products. • Developed crisis communication protocol for the Siemens Customer Service Center to help inform senior management, employees, and customers.