Barbara Mabbs Robinson
Leadership, Innovation & Full Funnel Marketing Maven
ROI Focused with Big Picture Outlook.
Helps people & organizations thrive.
Develops, implements & manages results-focused strategic business, leadership, & marketing programs & initiatives.
THANK YOU FOR VISITING MY PROFILE PAGE
I develop, implement & manage strategic business, leadership, marketing and Communications programs & initiatives that help organizations thrive. I’m solution focused, get the big picture, dive into the data, pay attention to the details, and tap creativity to leverage results. I'm also analytical, pragmatic & forge successful partnerships.
I've engaged with a consortium of some of the industries finest talent for establishing and maximizing organizational programs, brand positioning and ROI for a diverse range of health, retail, consumer, high-tech, financial, institutional, and professional clients. I've helped Fortune 500 companies, international conglomerates, SMBs, nonprofits, entrepreneurs and start-ups to be-seen, heard and exceed revenue projections through innovative business planning, management, inbound and outbound marketing, and communications strategies and programs. Strategic management and brand work includes: Gerber, Sears, Disney, Blue Cross & Blue Shield, Samsonite, and Cole-Haan-Nike.
Key areas of engagement include:
•Strategic Planning • Project Management •Strategic Development •Brand, Product, Marketing Planning & Development • Integrated Marketing programs & Management • Marketing Campaigns • Marketing Automation • Lead Generation programs • Inbound Marketing • Integrated Marketing Communications • Social Media • Website Development •Content Development & Management • SEO • Sales Promotion • Design • Multimedia Promotion • Leadership • Management Consulting • Individual Coaching •
Academic credentials: DA, MBA, MA Communications, plus key academic administration and business certifications.
Career Overview
Managing Partner Mabbs Robinson LLC
1999 – Present Mabbs Robinson is a business management and coaching consultancy focused on the development and implementation of strategies targeted at the resolution of core issues and achievement of objectives. Our certified team of consultants works with individuals, executives, corporate teams, start-ups, turnaround, and high-growth businesses to create, develop, implement and direct solution focused approaches in short term and multi-year engagements.
Strategic Business Advisor Modgility
April 2013 – Present
As a Digital Innovation Partner, Modgility builds long-term relationships with forward thinking companies that are ready to:
• Bring new product ideas to life and, position them for success in the market.
• Integrate legacy systems, or build new systems to improve operations workflow.
• Deliver data intelligence and reporting to gather the right information to the right place at exactly the right time.
• Use the latest in digital marketing and sales technologies to attract buyers, convert leads, close sales, and delight customers.
Modgility focuses on innovating modern technology and agile solutions for SMBs, helping them reach their development and growth goals. The re-positioning provides more emphasis on working with companies interested in developing new software based products, and / or service solutions, while positioning them for success in the market; providing the complete digital solution for their business.
Notes: Modern Media Software re-branded as Modgility; a Digital Innovation Partner in December 2013 To better reflect the philosophy and services of the company. Our new branding reaffirms that digital innovation and solutions is embodied in both our people and our service strategies
Chief Marketing Officer Structure Marketing
Structure Marketing, an Inbound Marketing Agency merged with Modern Media Software (now Modgility) in April 2013. Uniting our two companies expanded opportunities for us to provide specialized software development, planning, and inbound marketing solutions designed to accelerate client companies launching software and mobile products.
Inbound Marketing with HubSpot Software
How to Build Inbound Marketing Success
Adjunct Faculty, College of Business Administration Plymouth State University
Plymouth State University is a regional comprehensive university offering a rich, student-focused learning environment with an enrollment of approximately 4,300 undergraduate and approximately 3,000 graduate students. The University is part of the University System of New Hampshire and accredited by the New England Association of Schools and Colleges.
• Contract EDA Grant Writer for Plymouth State University Business Incubator Project 2011. An outgrowth of the award winning Small Business Institute Project feasibility study and business plan creation I conducted for Grafton County Economic Development Council in 2010
• Adjunct-contract Faculty College of Business Administration : Introduction to Business Administration and Organizational Communications
• Graduate Fellow Small Business Institute Consultant 2009-2010
Director of Marketing Havenwood-Heritage Heights
Havenwood-Heritage Heights is New Hampshire's largest Continuing Care Retirement Community with 650 residents age 62 or older.
Created and led Sales & Marketing team initiatives focused on increasing revenues and profitability. Developed detailed reporting structures that facilitated migration of data to new Lead management and CRM system.
• Launched a new website, and designed marketing metrics to determine marketing effectiveness.
• Updated lead management and CRM software and reporting systems resulting in more effective prospect engagement and customer relationship management.
Director of Marketing New England Classic
New England Classic is a manufacturer and marketer of of patented Engineered Wood Products developed by MIT Architectural Engineers. The company markets, and distributes an integrated line of fine wood panel wall systems and accessories throughout the United States through a network of over 750 premier building product retailers and leading home-builders. The company was sold after I left the firm and is currently located in Gainesboro, Tennessee.
Spearheaded management of brand development, market positioning and national launch. Led marketing and communications planning and implementation, national advertising, POS computer kiosk, packaging, marketing services. Directed sales force and distribution channel marketing services and tradeshow booth dev.
• Generated 48% increase in leads. Ad leads increased 40%, public relations 27%, tradeshows 10 %, with promotion leads in local markets up 19%.
• Directed media placements that generated over $1.5M in free publicity, an increase of 750%; Placed public relations articles in 28 national trade/consumer publications with readership of 8M and multiple cable TV spots on This Old House, PBSTV Handyman, etc.
New England Classic | Engineered Wood Products | Paneling | Wainscoting | Beadboard
Marketing Communications Manager Cole-Haan
Cole Haan is a global lifestyle brand that defines American style, beauty, and luxury. The company has a passion for quality in its product, performance, experience...and its people. A wholly owned subsidiary of Nike, Cole Haan has its headquarters in Maine, and its design center in New York. The firm has over 80 retail stores throughout the United States, Canada and Japan. Originally Cole Haan was a men's footwear label. Today it offers many products, including men's and women's dress and casual footwear, belts, hosiery, handbags, gloves, scarves, hats, outerwear and sunglasses.
Managed relations with outside media agencies, developed creative communications strategy, and provided business management leadership and strategy formulation on global brand campaigns with UK/European media team.
• Developed comprehensive integrated marketing communications planning which resulted in extensive visibility for the Cole-Haan brand exceeding media awareness goals.
• Managed strategic oversight and implementation of communications strategies to meet the needs of the company’s internal and external clients/customers.
• Key contact for Industry media and designers and liaison to Advertising and Public Relations agencies.
• Led and managed planning, development and execution of corporate marketing communications including: B2B and B2C International and national media relations and publicity programs, corporate communications, B2B customer communications, customer advertising programs, direct marketing, program feasibility studies, and comprehensive marketing communications planning.
_
Sr. Direct Marketing Consultant Anthem Blue Cross and Blue Shield of Maine
Blue Cross and Blue Shield brands are the US's oldest and largest family of health benefits companies and the most recognized brands in the health insurance industry: Provider of managed care and traditional indemnity coverage individual health plans.
Spearheaded direct to consumer marketing for Individual Health Plans and Medicare supplement plans.
• Executed integrated marketing programs to facilitate direct sales though a growing dealer network and consumer-direct marketing through appropriate media to stimulate call center sales.
• Led and managed the development and implementation of the Individual and Government Business Unit marketing and marketing communications functions for HealthChoice and Medicare Supplement Plans. Specifically: advertising, media relations, public relations, marketing promotion, direct marketing (program development, sales and analysis); development and management of marketing administration – mailings, billing/rate communications-- plus all subscriber and broker communications.
Affordable Health Insurance & Medical Insurance Plans - Anthem Blue Cross Blue Shield
Adjunct Faculty, School of Communication Emerson College_
Emerson College, located in the heart of Boston, Massachusetts, is the nation’s premiere institution in higher education devoted to communication and the arts in a liberal arts context. The college is internationally recognized in its fields of specialization, which are communication studies; marketing communication; journalism; communication sciences and disorders; visual and media arts; the performing arts; and writing, literature and publishing.
Adjunct-contract Faculty School of Communications: graduate courses--Consumer Behavior, Direct Marketing.
School of Communication | Emerson College
Director of Advertising, Communications, & Marketing Services Gerber Childrenswear
Gerber Childrenswear is a leading marketer of children’s apparel and related products, offered under its flagship brand, Gerber, which includes underwear, sleepwear, playwear, swimwear, bed and bath products, cloth diapers, and bibs. In addition, GC owns the trademark for the Onesies® brand one-piece underwear and Lamaze (infantswear, bedding and accessories). The company distributes to specialty stores, mass and national chains and enjoys 100% brand awareness in the U.S. for the Gerber brand. The Gerber brand, has been a trusted partner for moms for over 80 years, with strong, long-term relationships in the mass retail market.
Led cross-functional team that consolidated five Gerber apparel units (such as Curity, Kent, Bates) in a single brand entity and developed and managed all advertising, public relations, product packaging design/engineering, marketing communications and the market launch for each brand (2,000 products) during the 3-year transition.
Education
Franklin Pierce University
DA, Transformational Leadership. Professional Specialization: Leadership studies with an emphasis on social, business and individual change/transformation processes.
Activities and Societies: Doctor of Arts Outstanding Student Award Franklin Pierce University College of Graduate and Professional Studies
Dr. Robinson's Presentation IPPA World Conference
Doctoral Hooding /FPC Graduation
MBA, Business Administration and Management Plymouth State University MBA, Business Administration and Management, 3.97
2006 – 2009 Professional Specialization: General Management, and Business Entrepreneurship.
Activities and Societies: Delta Mu Delta, International Honors Society in Business, Winner Small Business Institute Best Feasibility Study/ Business Plan PSU; Winner National SBI Graduate Level Feasibility Study/ Business Plan Project of the Year competition 2nd place award. Winner National SBI Graduate Level Feasibility Study/Business Plan
ECP Business Incubator Groundbreaking Ceremony
Certificate of Advanced Graduate Studies Plymouth State University CAGS, Educational Leadership, 4.0
2006 – 2008 in Educational Administration & Leadership. College of Graduate Studies.
MA, Communications,Emerson College 4.0
1991 – 1992Professional specialization: Business Communications. Thesis: Entrepreneurship: Identification and evaluation of attributes and communications skills which foster entrepreneurial success.
Activities and Societies: Lambda Pi Eta: honor society of the National Communication Association (NCA)
Graduate Degrees | Emerson College
Emerson College
Harvard University
CSS, Administration and Management, 3.87
1989 – 1992 Special Studies in Administration and Managment equivalent to one academic year beyond the bachelor's degree [This Extension School program is currently a Master of Liberal Arts (ALM) in General Management]
Northwestern University
BA, HumanitiesActivities and Societies: Delta Delta Delta, Little Sister of Alpha Tau Omega
Certifications
Inbound Marketing Certification HubSpot
November 2013 – Present
HubSpot Certification
November 2013 – Present
NBIA Incubator Management Certificate International Business Innovation Association
April 2013 – Present
Organizations
National Business Incubators Association
International Positive Psychology Association
National Communications Association
Additional Organizations
Founding Consultant & Current Secretary COOPERU- International Non-Profit Corporation committed to coffee people in the Cedropampa region of Peru. COOPERU helps workers and their families through educational, medical and environmental initiatives and support. 2003 - 2012 ---- Member Board of Directors: Arts Alliance of Northern New Hampshire (AANNH), 2010-11---- New Hampshire State Health Council (District 1), 2005 - 2012---- New Hampshire Advisory Committee/Board for the National Caregiver Grant, 2001 - 2002----
ROI Focused with Big Picture Outlook.
Helps people & organizations thrive.
Develops, implements & manages results-focused strategic business, leadership, & marketing programs & initiatives.
THANK YOU FOR VISITING MY PROFILE PAGE
I develop, implement & manage strategic business, leadership, marketing and Communications programs & initiatives that help organizations thrive. I’m solution focused, get the big picture, dive into the data, pay attention to the details, and tap creativity to leverage results. I'm also analytical, pragmatic & forge successful partnerships.
I've engaged with a consortium of some of the industries finest talent for establishing and maximizing organizational programs, brand positioning and ROI for a diverse range of health, retail, consumer, high-tech, financial, institutional, and professional clients. I've helped Fortune 500 companies, international conglomerates, SMBs, nonprofits, entrepreneurs and start-ups to be-seen, heard and exceed revenue projections through innovative business planning, management, inbound and outbound marketing, and communications strategies and programs. Strategic management and brand work includes: Gerber, Sears, Disney, Blue Cross & Blue Shield, Samsonite, and Cole-Haan-Nike.
Key areas of engagement include:
•Strategic Planning • Project Management •Strategic Development •Brand, Product, Marketing Planning & Development • Integrated Marketing programs & Management • Marketing Campaigns • Marketing Automation • Lead Generation programs • Inbound Marketing • Integrated Marketing Communications • Social Media • Website Development •Content Development & Management • SEO • Sales Promotion • Design • Multimedia Promotion • Leadership • Management Consulting • Individual Coaching •
Academic credentials: DA, MBA, MA Communications, plus key academic administration and business certifications.
Career Overview
Managing Partner Mabbs Robinson LLC
1999 – Present Mabbs Robinson is a business management and coaching consultancy focused on the development and implementation of strategies targeted at the resolution of core issues and achievement of objectives. Our certified team of consultants works with individuals, executives, corporate teams, start-ups, turnaround, and high-growth businesses to create, develop, implement and direct solution focused approaches in short term and multi-year engagements.
Strategic Business Advisor Modgility
April 2013 – Present
As a Digital Innovation Partner, Modgility builds long-term relationships with forward thinking companies that are ready to:
• Bring new product ideas to life and, position them for success in the market.
• Integrate legacy systems, or build new systems to improve operations workflow.
• Deliver data intelligence and reporting to gather the right information to the right place at exactly the right time.
• Use the latest in digital marketing and sales technologies to attract buyers, convert leads, close sales, and delight customers.
Modgility focuses on innovating modern technology and agile solutions for SMBs, helping them reach their development and growth goals. The re-positioning provides more emphasis on working with companies interested in developing new software based products, and / or service solutions, while positioning them for success in the market; providing the complete digital solution for their business.
Notes: Modern Media Software re-branded as Modgility; a Digital Innovation Partner in December 2013 To better reflect the philosophy and services of the company. Our new branding reaffirms that digital innovation and solutions is embodied in both our people and our service strategies
Chief Marketing Officer Structure Marketing
Structure Marketing, an Inbound Marketing Agency merged with Modern Media Software (now Modgility) in April 2013. Uniting our two companies expanded opportunities for us to provide specialized software development, planning, and inbound marketing solutions designed to accelerate client companies launching software and mobile products.
Inbound Marketing with HubSpot Software
How to Build Inbound Marketing Success
Adjunct Faculty, College of Business Administration Plymouth State University
Plymouth State University is a regional comprehensive university offering a rich, student-focused learning environment with an enrollment of approximately 4,300 undergraduate and approximately 3,000 graduate students. The University is part of the University System of New Hampshire and accredited by the New England Association of Schools and Colleges.
• Contract EDA Grant Writer for Plymouth State University Business Incubator Project 2011. An outgrowth of the award winning Small Business Institute Project feasibility study and business plan creation I conducted for Grafton County Economic Development Council in 2010
• Adjunct-contract Faculty College of Business Administration : Introduction to Business Administration and Organizational Communications
• Graduate Fellow Small Business Institute Consultant 2009-2010
Director of Marketing Havenwood-Heritage Heights
Havenwood-Heritage Heights is New Hampshire's largest Continuing Care Retirement Community with 650 residents age 62 or older.
Created and led Sales & Marketing team initiatives focused on increasing revenues and profitability. Developed detailed reporting structures that facilitated migration of data to new Lead management and CRM system.
• Launched a new website, and designed marketing metrics to determine marketing effectiveness.
• Updated lead management and CRM software and reporting systems resulting in more effective prospect engagement and customer relationship management.
Director of Marketing New England Classic
New England Classic is a manufacturer and marketer of of patented Engineered Wood Products developed by MIT Architectural Engineers. The company markets, and distributes an integrated line of fine wood panel wall systems and accessories throughout the United States through a network of over 750 premier building product retailers and leading home-builders. The company was sold after I left the firm and is currently located in Gainesboro, Tennessee.
Spearheaded management of brand development, market positioning and national launch. Led marketing and communications planning and implementation, national advertising, POS computer kiosk, packaging, marketing services. Directed sales force and distribution channel marketing services and tradeshow booth dev.
• Generated 48% increase in leads. Ad leads increased 40%, public relations 27%, tradeshows 10 %, with promotion leads in local markets up 19%.
• Directed media placements that generated over $1.5M in free publicity, an increase of 750%; Placed public relations articles in 28 national trade/consumer publications with readership of 8M and multiple cable TV spots on This Old House, PBSTV Handyman, etc.
New England Classic | Engineered Wood Products | Paneling | Wainscoting | Beadboard
Marketing Communications Manager Cole-Haan
Cole Haan is a global lifestyle brand that defines American style, beauty, and luxury. The company has a passion for quality in its product, performance, experience...and its people. A wholly owned subsidiary of Nike, Cole Haan has its headquarters in Maine, and its design center in New York. The firm has over 80 retail stores throughout the United States, Canada and Japan. Originally Cole Haan was a men's footwear label. Today it offers many products, including men's and women's dress and casual footwear, belts, hosiery, handbags, gloves, scarves, hats, outerwear and sunglasses.
Managed relations with outside media agencies, developed creative communications strategy, and provided business management leadership and strategy formulation on global brand campaigns with UK/European media team.
• Developed comprehensive integrated marketing communications planning which resulted in extensive visibility for the Cole-Haan brand exceeding media awareness goals.
• Managed strategic oversight and implementation of communications strategies to meet the needs of the company’s internal and external clients/customers.
• Key contact for Industry media and designers and liaison to Advertising and Public Relations agencies.
• Led and managed planning, development and execution of corporate marketing communications including: B2B and B2C International and national media relations and publicity programs, corporate communications, B2B customer communications, customer advertising programs, direct marketing, program feasibility studies, and comprehensive marketing communications planning.
_
Sr. Direct Marketing Consultant Anthem Blue Cross and Blue Shield of Maine
Blue Cross and Blue Shield brands are the US's oldest and largest family of health benefits companies and the most recognized brands in the health insurance industry: Provider of managed care and traditional indemnity coverage individual health plans.
Spearheaded direct to consumer marketing for Individual Health Plans and Medicare supplement plans.
• Executed integrated marketing programs to facilitate direct sales though a growing dealer network and consumer-direct marketing through appropriate media to stimulate call center sales.
• Led and managed the development and implementation of the Individual and Government Business Unit marketing and marketing communications functions for HealthChoice and Medicare Supplement Plans. Specifically: advertising, media relations, public relations, marketing promotion, direct marketing (program development, sales and analysis); development and management of marketing administration – mailings, billing/rate communications-- plus all subscriber and broker communications.
Affordable Health Insurance & Medical Insurance Plans - Anthem Blue Cross Blue Shield
Adjunct Faculty, School of Communication Emerson College_
Emerson College, located in the heart of Boston, Massachusetts, is the nation’s premiere institution in higher education devoted to communication and the arts in a liberal arts context. The college is internationally recognized in its fields of specialization, which are communication studies; marketing communication; journalism; communication sciences and disorders; visual and media arts; the performing arts; and writing, literature and publishing.
Adjunct-contract Faculty School of Communications: graduate courses--Consumer Behavior, Direct Marketing.
School of Communication | Emerson College
Director of Advertising, Communications, & Marketing Services Gerber Childrenswear
Gerber Childrenswear is a leading marketer of children’s apparel and related products, offered under its flagship brand, Gerber, which includes underwear, sleepwear, playwear, swimwear, bed and bath products, cloth diapers, and bibs. In addition, GC owns the trademark for the Onesies® brand one-piece underwear and Lamaze (infantswear, bedding and accessories). The company distributes to specialty stores, mass and national chains and enjoys 100% brand awareness in the U.S. for the Gerber brand. The Gerber brand, has been a trusted partner for moms for over 80 years, with strong, long-term relationships in the mass retail market.
Led cross-functional team that consolidated five Gerber apparel units (such as Curity, Kent, Bates) in a single brand entity and developed and managed all advertising, public relations, product packaging design/engineering, marketing communications and the market launch for each brand (2,000 products) during the 3-year transition.
Education
Franklin Pierce University
DA, Transformational Leadership. Professional Specialization: Leadership studies with an emphasis on social, business and individual change/transformation processes.
Activities and Societies: Doctor of Arts Outstanding Student Award Franklin Pierce University College of Graduate and Professional Studies
Dr. Robinson's Presentation IPPA World Conference
Doctoral Hooding /FPC Graduation
MBA, Business Administration and Management Plymouth State University MBA, Business Administration and Management, 3.97
2006 – 2009 Professional Specialization: General Management, and Business Entrepreneurship.
Activities and Societies: Delta Mu Delta, International Honors Society in Business, Winner Small Business Institute Best Feasibility Study/ Business Plan PSU; Winner National SBI Graduate Level Feasibility Study/ Business Plan Project of the Year competition 2nd place award. Winner National SBI Graduate Level Feasibility Study/Business Plan
ECP Business Incubator Groundbreaking Ceremony
Certificate of Advanced Graduate Studies Plymouth State University CAGS, Educational Leadership, 4.0
2006 – 2008 in Educational Administration & Leadership. College of Graduate Studies.
MA, Communications,Emerson College 4.0
1991 – 1992Professional specialization: Business Communications. Thesis: Entrepreneurship: Identification and evaluation of attributes and communications skills which foster entrepreneurial success.
Activities and Societies: Lambda Pi Eta: honor society of the National Communication Association (NCA)
Graduate Degrees | Emerson College
Emerson College
Harvard University
CSS, Administration and Management, 3.87
1989 – 1992 Special Studies in Administration and Managment equivalent to one academic year beyond the bachelor's degree [This Extension School program is currently a Master of Liberal Arts (ALM) in General Management]
Northwestern University
BA, HumanitiesActivities and Societies: Delta Delta Delta, Little Sister of Alpha Tau Omega
Certifications
Inbound Marketing Certification HubSpot
November 2013 – Present
HubSpot Certification
November 2013 – Present
NBIA Incubator Management Certificate International Business Innovation Association
April 2013 – Present
Organizations
National Business Incubators Association
International Positive Psychology Association
National Communications Association
Additional Organizations
Founding Consultant & Current Secretary COOPERU- International Non-Profit Corporation committed to coffee people in the Cedropampa region of Peru. COOPERU helps workers and their families through educational, medical and environmental initiatives and support. 2003 - 2012 ---- Member Board of Directors: Arts Alliance of Northern New Hampshire (AANNH), 2010-11---- New Hampshire State Health Council (District 1), 2005 - 2012---- New Hampshire Advisory Committee/Board for the National Caregiver Grant, 2001 - 2002----
