Abbey Applin

About Abbey Applin

Strategic marketing leader driving integrated campaigns and event strategies that deliver measurable business impact. Expert in multi-channel communications, account-based marketing, and segment-specific programs that engage high-value targets. Skilled in long-range planning, KPI governance, and data-driven optimization to sustain growth and mitigate risk. Recognized for a people-first leadership style that empowers teams, fosters collaboration, and builds compelling brand narratives to elevate market presence.

Experience

1. Senior Manager, Strategic Marketing Communications & Events

   Beckman Coulter Diagnostics

   Sep 2021 — Present

   Leadership: Champion a people-first leadership approach, fostering team empowerment and professional growth while building trust-based relationships that influence cross-functional stakeholders, align priorities, and drive collaboration toward shared business objectives.• Communications Strategy & Messaging: Design and lead a holistic communications strategy that aligns multi-channel messaging with organizational priorities, strengthens stakeholder engagement, and drives measurable improvements in campaign performance across diverse markets.• Segment Marketing: Develop and execute segment-specific marketing strategies that identify priority accounts and apply account-based marketing tactics to deliver personalized campaigns, deepen engagement with high-value targets, and accelerate pipeline growth.• Strategic Marketing Planning: Develop and execute a three-year marketing planning framework that aligns with evolving business objectives and market conditions, incorporating continuous optimization to ensure agility, relevance, and sustained growth across campaigns and initiatives.• Strategic Events: Design and execute a multi-year strategic events framework integrating account-based marketing principles to prioritize high-value accounts, deliver personalized experiences, and drive measurable outcomes—resulting in a 61% increase in customer interactions and 25% growth in qualified leads year-over-year.• Measurement, Reporting & Optimization: Own KPI governance for campaigns and events, leveraging bowler charts and monthly marketing operations reviews to track performance, identify risks through data insights, and implement countermeasures that sustain strategic initiatives and drive continuous improvement across events and campaign execution.

Education

• Grand Valley State University

  Bachelor's Degree, Biomedical Sciences, General

  2007 — 2011