Maria Rutland
Maria Rutland Portfolio
- Marketing Portfolio-
selected work that demonstrates:
Vision Leadership Execution Measurement

I am… a mission-driven marketer with a strong track record of architecting
integrated marketing communications strategy from the ground up –and then
leading, collaborating, and executing to make that strategy a reality.
I passionately believe that effective marketing communication has the power to:
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Educate &
Engage
Foster
Collaboration
& Connection
Empower
Choice
Inspire
Action

I specialize in: Integrated Messaging Strategy for
Multiple Audiences and Complex Value Chains
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Professional
Purchasers
Builders
Building Owners
Consumers
Industry
Associations
Retailers
Schools Architects
Parents
Procurement
Professionals
Facility Managers
Designers
Code Officials
NGOs
Specifiers

I specialize in: Multi-Channel Execution
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Experience
developing/leveraging a
variety of channels to
communicate, connect, and
deliver content:
Website
Blog
Slideshare
Media Relations
Editorial Placements
Partnerships
Print/Digital
Advertising
Search Engine
Marketing (SEM)
Events
Webinars
Facebook
Twitter
LinkedIn

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I specialize in: Content Marketing
print digital
pr/media
relations social media
search engine
marketing

Examples: Content Marketing – Infographics
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Manage development of creative
concepts, select stats for inclusion and
develop or approve promotional
strategies. Layouts executed by
internal designer.
Click here to view

Examples: Content Marketing – Whitepapers
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Determine topics, serve as
marketing SME, review and
approve copy, and develop or
approve promotional
strategies.
Click here to view

Examples: Content Marketing – Checklists
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Click here to view Click here to view

Examples - Training Development
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Internal
Developed content for
sales and other
internal training
programs and LMS
courses
Customer
Developed content for
customer training
program and oversee
delivery
Influencer
Oversaw development
of print, presentation,
and online accredited
Continuing Education
Units

Examples - Social Marketing Strategy
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Directed strategy
for consolidation
of 22 acquisition
social channels
and launch of
ULE Facebook,
Twitter, LinkedIn,
and You Tube
channels
Click here to
view

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Examples – Videos
UL Environment: At Every Choice Is indoor air quality important? Sure it
is. Here's why.

Examples – Published Work
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Authorship
includes
bylined
articles, as
well as
talking
points,
articles,
and other
messaging
delivered
by/credited
to key
executives
Are Greener Spaces Healthier Places?
Environmental Design + Construction
Magazine
Everything You Need to Know About
Flooring Emissions and LEED IEQ Credit 4.3
National Floor Trends
IAQ...After Occupancy
Environmental Design + Construction
Magazine
Decoding Transparency
Green Operations Magazine - PG 32

Examples: Print Ad Creative
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Examples of commercial and consumer ad/advertorial concepts created
without agency support. Personally developed concepts, wrote
headlines/copy, and selected images. Layouts executed by internal
designer.

Examples: Complex Digital Projects
Interactive Healthy School
• Developed creative concept and
storyboards, authored all copy, and built
imagery requirements
• Execution performed by IT vendor
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Sustainable Product Guide
• Designed user experience, content
requirements, display paradigm and data
collection interface
• Execution performed by IT vendor
Interactive Healthy Home
• Developed creative concept and
storyboards, authored all copy, and built
imagery requirements
• Execution performed by IT vendor
Click Here to View Click Here to View Click Here to View
In addition, I managed the design, content architecture strategy, SEO
and wrote all copy on the GREENGUARD Website

Examples - Events
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Tradeshows
Hospitality
Events
Training
Seminars
Webinars
Speaking
Engagements
Press
conferences
Direct 15+
events annually
including:

Examples: Search Engine Marketing
Lead strategic development of lead gen
landing pages – and Google AdWords
overhaul to deliver highest position in
Google results and highest conversion
rate in UL Environment history.
Click here to view
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Key Accomplishment - Marketing Strategy
Alignment and Measurement Framework
Developed marketing strategy development system to align all tactics against key
strategic goals and developed results reporting framework to foster continuous
improvement.
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Keys off 5- year
business
strategy and
developed with
input from
public affairs,
sales, and
product
management
teams.
STRATEGY
DEVELOPMENT
All investments
based
campaign/
tactical activity
is scored for
strategic fit and
tracked to
ensure proper
balance of effort
and investment.
PLANNING
ALIGNMENT
Web traffic,
leads,
opportunities,
media mentions,
SEM conversion
rates, social
media
engagement,
customer
perception,
outbound
communications
performance.
MEASUREMENT

Key Accomplishment - Marketing Strategy
Alignment and Measurement Framework
The following scoring/tracking tool is used to access and track strategic
alignment of tactical marketing activity.
Strategic Goals
DG- Demand Gen
CS – Customer Support
LG – Lead Gen
BE – Reputation & Relevance
Service
GG – GREENGUARD
EL – ECOLOGO
EPD – Environmental Product Declaration
ECV –Claim Validation
Ad – Advisory
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ORANGE: Addressed
BLACK: Not addressed
Region
U.S. – United States
Can – Canada
EU – Europe
Asia – China, Japan, Korea
Audience
A&D – Architects and Designers
Cust – ULE Customers
Pros – Prospects
Cons – Consumer
P&I – Purchasers & Influencers (Facility
Managers, Code Officials, Gov’t, NGOs,
Professional Purchasers)
Goals DG CS LG RR
Sector B F E J
Service GG EL EPD ECV AD
Region NA EU ASIA
Audience A&D Cust Pros Cons P&I
Timeline Q1 Q2 Q3 Q4

Key Accomplishment – Launched Customer
Marketing Consultancy Program
Developed and launched a customer marketing support program to add
value to services, increase opportunity for advisory engagements, and
leverage customers as brand multiplier.
UL Advance Green 19
Marketing material review
Customized certification Messaging
Certification launch promotion – social media, press release, etc.
Sales training
Access to Content

Key Accomplishment – Acquisition Brand/Mark Transition
Overview:
• Brought together four acquisitions to transfer brand equity and managed
market introduction of new ULE organization
• Transitioned more than 1000 customers to new certification mark system
comprised of 70 different marks
• Managed to assure FTC Green Guides compliance
• Directed external awareness campaign
• Directed internal communication plan
Results:
87%of customers completed mark transition in first year of two year
transition window
23% increase in UL Environment's awareness ratings in market research
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Thank You
Maria Rutland
678-392-7489
maria.rutland@ul.com
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