Nyla Hoffman

Nyla Hoffman is a skilled marketing executive leading new initiatives to accelerate company growth.

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Nyla Hoffman, most recently the Vice President of Market Strategy and Traveler Experience for Carlson Wagonlit Travel.  In this role Hoffman was responsible for the development of a strategic framework to align priorities and activities across the business in order to improve market share, client revenue, and client yield.  With accountability and business development for the overall traveler strategy Hoffman is instrumental in driving service definition, client’s statement of work, pricing, and bundling/unbundling options.  Additionally she is the driver of segment value & commercial propositions, packaging and promotion along with the overall CWT “go to market story” for the traveler, training, education, measurement and tracking.    Previously Nyla Hoffman served as the Sr. Director International Marketing for OptumHealth and was responsible for the overall strategic leadership to ensure appropriate product marketing and development to meet the organization’s long-range goals and objectives.  She is the driver of strategic marketing changes in taking OptumHealth into the global space and ensuring company effectiveness in the future.  Prior to this role Ms. Hoffman served as the Sr. Director Marketing for the OptumHealth Specialty Benefits Division.  In this role, Hoffman was responsible for the marketing of products and services to specific segments/markets and ensuring that the products and solutions were positioned to sell based on the needs of the market.  She was instrumental with the development of go-to-market strategies and marketing plans to effectively position Specialty Benefits in the marketplace while delivering value to customers and profitable growth for the company. She was a key driver when collaborating with medical sales, product management, sales teams, account management, communications, training and other internal marketing channels.   Prior to joining OptumHealth, Hoffman worked for Polaroid in the roles as Vice President of International Business Development and Global Sales Operations.  In this dual role Hoffman was responsible for overseeing all aspects of regional performance, marketing strategy development, product development, and global sales team management. Hoffman created an integrated strategy to combine existing internal and external stakeholders within the European Union. She propelled and elevated global operations in Japan, Hungary, and China.   Earlier in Hoffman’s career she worked with other companies such as Gateway Computers, Best Buy Inc. and FSI International.  She has worked in Marketing and Business Development for over 20 years. Hoffman has specialized skills in market expansion, both for Consumer and B2B marketing, as well as, planning and executing campaigns for branding and sales process globally.   Hoffman holds a Masters of International Business, Marketing and Finance from the University of St. Thomas, St. Paul, Minnesota along with a BS degree, double major in Marketing and Graphic Design from Morningside College, Sioux City, IA. 

Consultant | Author | Strategic Marketing, Business Development, Global Channel Expansion at NRH LLC Consulting

November 2009 - Present | Minneapolis, MN

Providing clients with marketing that will accelerate company growth . NRH Consulting provides marketing that will: - Drive strategic growth - Add revenue and profitability - Introduce products and services into designated markets - Revive companies that have lost their forward momentum through new channel growth - Expand globally - Redefine your vision, mission and strategy

Vice President Market Strategy & Consumer Experience at Carlson Wagonlit Travel

April 2012 - January 2013 | Minneapolis, MN

CWT is a global leader specializing in business travel management and is dedicated to helping companies of all sizes, as well as government institutions and non-governmental organizations optimize their travel programs and provide best-in-class service and assistance to travelers. GLOBAL BUSINESS DEVELOPMENT Responsible for developing a strategic framework to align priorities and activities across the business in order to improve market share, client revenue, and client yield. GO-TO-MARKET STRATEGY Accountable for the overall traveler design which included: service definition, statement of work, pricing, and bundling/unbundling options. Additionally the role drove segment value & commercial propositions, packaging and promotion along with the overall CWT story for the traveler LEADERSHIP Training, education, measurement, tracking and building strong internal partnerships and influencing decision making without direct control over resources.

Sr. Director International Marketing at OptumHealth

May 2010 - March 2012 | Minneapolis, MN

NEW CHANNEL DEVELOPMENT Created the company's first comprehensive global strategic plan with overall structure and recommendations to meet the organization's goals and objectives. LEADERSHIP Provided leadership and direction cross-functionally to ensure buy-in with executive team.

Sr. Director Marketing Specialty Benefits Division at OptumHealth

January 2008 - October 2010

MARKETING PLANNING Created marketing plan and refocus of budget targeting the appropriate offerings to meet division objectives. SALES OPTIMIZATION Responsible for overall marketing of products and services ensuring the appropriate positioning to sell based on the needs of the market. PRODUCT POSITIONING & BRAND DEVELOPMENT Development of go-to-market strategy to effectively position ancillary benefits in the marketplace while delivering value to customers and profitable growth for the company.

VP International Business Development & Global Sales Operations at Polaroid

May 2006 - December 2007

GLOBAL BUSINESS DEVELOPMENT & STRATEGIC MARKETING Built the strategic business plan, targeted optimal sales channels, establish relationships with the channels and execute business contracts including key terms and agreements as negotiated in conjunction with legal. REVENUE CHANNEL MANAGEMENT The role drove the development and management of the go-to-market plan delivering emerging product category growth which lead to additional $10 M gross sales in 2006 of LCD TV business in select markets globally. PRODUCT MARKETING Created all aspects of marketing for new product innovation and brand development that included key interactive requirements to meet corporate revenue and margin targets. LEADERSHIP Dual leadership overseeing all aspects of regional & global performance, marketing strategy, product development, global sales optimization team management.

Sr. Manager Global Partnership & Product Marketing/Sales at Best Buy Co, Inc

December 2000 - May 2006

Sr. Manager Global Partnerships STRATEGIC PLANNING Aligned, synergized, and bolstered the business model and strategy for the expansion of the North American business model to a global initiative. Conducted extensive resource allocation, product brand development, and expense control through COGS reduction by $65M within the 1st year. BUSINESS DEVELOPMENT Established and outlined process needs to develop a business initiative for marketing, merchandising, and operational requirements. Aligned and developed a competitive market position. PRODUCT MARKETING AND SALES Led the development of marketing for a full line of private label pc products to be sold internally to BBY merchandising and buying teams. VENDOR RELATIONSHIPS Managed R & D with Asian OEM/ODM partners to manufacture a full line of Personal Computer products. SALES GROWTH Successfully launched a full line of desktop products available for sale within 6 months of starting private label pc business resulting in 13% additional growth in PC business.

Director of Marketing at GrowBiz

January 2000 - December 2000

STRATEGIC MARKETING Developed and launched an overall marketing strategy, directing business units with product development. Integrated promotion planning tools into the market planning process which provided high visibility of costs and maximized promotion spending ROI. SALES GROWTH Triggered sales increases from 15%-28% in 1st 6 months, leading key marketing campaigns. LEADERSHIP AND CONSULTING Drove marketing planning and recommendations for 210 separate business franchise owners.

Director of Marketing at Rosemount Office Systems

December 1998 - December 1999

STRATEGIC MAREKTING Development of strategic plans on marketing positioning, pricing, segmentation, distribution and product line offerings. BRAND DEVELOPMENT Drove analysis and negotiation with collective creative firms to provide creative input to overall strategic marketing plan. Created company mission, vision and strategy that aligned wiht the goals and tactics to ensure focus on accomplishing the desired results. COLLABORATION Worked directly with President of the company on new product development and line extensions. Other duties include forecasting, fiscal budget review and monthly presentations to the board.

Director of Marketing at FSI International

June 1997 - October 1998

GLOBAL BUSINESS DEVELOPMENT Responsibility for development of strategic marketing & competitive analysis. Responsible for developing marketing plans to enhance sales growth and meet customer needs. NEW CHANNEL STRATEGY Market analysis work to identify key markets to target within industry. LEADERSHIP Drove leadership with cross-functional teams in product development and positioning for U.S., European, and Asian customers.

International Product Marketing at Gateway

1993 - 1996

PRODUCT MARKETING AND SALES Computer hardware roadmap development, monitored key competitive offerings and roadmaps. VENDOR RELATIONS Additionally lead projects working with ODM factories in Asia to develop products. Drove communication with hardware requirements to engineering and supply chain groups. GLOBAL MARKETING Develop international strategy and manage execution with cross-functional team members. Assisted in development of media/advertising strategy and managed execution with cross-functional team members.

University of Saint Thomas - School of Business

1997 – 2000

MBA

Concentration: International Business -Marketing & Finance

Morningside College

1987 – 1990

Bachelor of Science (BS)

Concentration: Double Major Marketing and Graphic Design

CONTINUING EDUCAITON Nyla most recently has been accepted to the Academy of Business Strategy post-graduate program out of London, England to develop additional expertise in Strategic Product Marketing. She is also working on getting her Personal Training certification.