HOLLY LARSEN
-|- | linkedin.com/in/hollylarsen/
SUMMARY
Energetic, results oriented B2B marketing communications professional with more than 18 years of experience
leading strategy, planning, and high-visibility campaigns that elevate brands and drive sales. Expert in high-impact
messaging that captures attention and motivates buyers.
WORK EXPERIENCE
Marketing Communications Strategist
Impressions Marketing Communications
2013 - Present
• Development and execution of client growth strategies resulting in as much as 46% market gain.
• Led rebranding initiative for Roche Digital Pathology resulting in 7% growth in diagnostics division.
• Current and former clients include Roche, McKesson, Blackboard, Oregon Health & Science University
(OHSU), Brown & Toland Medical Group, and PipelineRx.
Channel Marketing Lead
Boise Paper
2020 - 2021
• Led go-to-market strategies for large distribution channels resulting in as much as 700% lift in sales.
• Analyzed market opportunities and executed strategies for product penetration and channel growth.
• Introduced innovative tools and resources that improved partner selling technique.
Director of Internal Communications
Blackboard
2015 - 2017
• Headed communications and change management strategy for a $280M corporate acquisition.
• Increased employee engagement by 35% and reduced turnover by 5% in one year employing a unique
engagement strategy.
• Spearheaded all change management communications for M&A, reorganization, and crisis situations.
• Oversaw PR operations with a team of three public relations professionals.
Lead Marketing Communications Strategist, Hospitals & Health Systems
McKesson
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Gained $700M in incremental revenue in six months leading an innovative go-to-market campaign.
Led marketing strategy supporting a 5% market share gain over two years.
Spearheaded account-based marketing strategy for successful renewal of a $4B annual client.
Led communications for a complete transformation of the national sales team.
Large Group Marketing Manager / Communications Manager
Blue Shield of California
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2009 - 2013
2004 – 2009
Led highly customized, integrated campaigns resulting in as much as a 21% increase in membership.
Spearheaded negotiation and implementation of a cost-reduction initiative leading to $2M in annual savings.
Reframed medical and pharmaceutical positioning for company-wide adoption.
Oversaw medical and pharmaceutical communications with a team of five individuals.
Holly Larsen Resume - Page 2
SKILLS & EXPERTISE
Campaign Management
Brand Development
Creative Strategy
Cross-Functional Leadership
Healthcare Marketing
Strategic Planning
Web Design & Optimization
Data Analysis & Monitoring
Customer Relations Management
Messaging Platform Development
Budget Optimization
Project Management
Content Development
Team Leadership and Mentoring
Digital Marketing
Reporting & Dashboard Creation
RECOGNITION
2011 Winner Best Pharmaceuticals Website
2010 Thought Leadership Award
2007 Best of Blue Honorable Mention
2006 Thought Leadership Award
Web Marketing Association
Corporate Executive Board Marketing Council
Blue Cross Blue Shield Association
Blue Cross Blue Shield Association
EDUCATION
Bachelor of Arts
Portland State University
1997
