DEBORAH MOAZEN
Professional Portfolio
HIGHLIGHTS
Career Achievements
25+ YEARS EXPERIENCE
Strategic executive with 25 years of experience leading high-performance teams of brand managers, marketing coordinators, writers, digital specialists, and graphic designers delivering marketing and communications programs across diverse A/E/C markets.
AWARD-WINNING
Nine International Association of
Business Communicators (IABC) Silver & Golden Quill awards.
PROVEN LEADER
Creative team builder working with leadership and multidisciplinary professionals to create and successfully execute B2B go-to-market plans and integrated, cross-channel campaigns to meet established KPIs.
FUTURE FOCUSED
Successful brand manager shaping new brand stories and driving brand transitions following mergers and acquisitions within multiple companies. Strong collaborator with success forging challenging industry transitions in a changing world and fast-paced expansions to achieve a global reach.
MY SKILLSET
My competencies have been built over years of professional experience as well as research, listening and observation, curiosity, and a commitment to lifelong learning. I have a productive balance between industry-specific skills and soft skills, which means I have what it takes to do great work and make a contribution to any team.
My strongest skill and the one which I most enjoy using is my ability to lead high-performance teams to achieve success. Nothing quite rocks my world like watching a well-tuned team journey to the mountaintop and come back with a star. If you’re interested in getting to know more about me and the diverse skills I possess, get in touch. I’d love to discuss your needs and how I might fit into your team.
B2B GO-TO-MARKET PLANS &
STRATEGIC TACTICAL CAMPAIGNS
BRAND MANAGEMENT
MEDIA & PUBLIC RELATIONS
CREATIVE STORYTELLING &
CROSS-CHANNEL CONTENT
INTERNAL COMMUNICATIONS & ENGAGEMENT
DEVELOPMENT & TRAINING PROGRAMS
ENERGETIC LEADERSHIP OF
HIGH-PERFORMANCE TEAMS
EXPERIENCE
What I’ve Done
Deborah Moazen Brand Strategy & Communications
Consultant
2022 –
Consultant providing brand identity, marketing, and communications guidance to help small- to medium-sized businesses shape and share powerful brand stories as part of a strategic plan for growth. Focus areas include working with owners and their teams to create immediate impact and long-term brand identity strategy, identifying and packaging unique value propositions, marketing guidance, campaign creation, training and development workshops, and employee engagement.
POND
Chief Marketing Officer
2021 – 2022
CMO for a mid-size A/E firm positioning for global growth and expansion. Worked with executive team, principals, and employees to create new vision, mission and brand story and significantly elevated client awareness and employee engagement during challenging ownership and CEO transitions. With IABC award-winning Power of Pond campaign, increased LinkedIn followers by 20 percent in less than 10 months, expanded reach and engagement across all targeted social media channels, and provided innovative tools and platforms to reinforce both internally and externally a forward-thinking brand identity focused on delivering differentiated solutions. As officer in charge, oversaw design and launch of aec360 CRM phase 2 involving contact onboarding and relationship mapping, opportunity tracking, and integration of Deltek’s GovWin platform.
WOOD
VP, Marketing & Communications
2012 – 2021
Director of marketing and communications for Wood’s Environmental & Infrastructure Solutions (E&IS) business leading a high-performance team with responsibility to position, promote and protect the Wood brand. While collaborating with a global corporate team to reposition the brand of the 50,000+ employee company, responsible for maintaining team focus on meeting the business needs of a $1.4B business unit with 7,000 employees and more than 150 offices by aligning resources with the strategic objectives of the overall business. In repositioning the brand, responsible for designing and implementing integrated, multi-channel campaigns with tactical actions to promote Wood as a world leader in creating future-ready industry, delivering engineering solutions for a net zero future, and enabling a more sustainable, resilient world.
Prior to acquisition by Wood, served as head of Marketing & Communications for Amec's E&I global business line, responsible for development and execution of marketing communications strategy to promote employee engagement and support financial goals and growth objectives while building brand awareness internally and in new and existing markets.
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Collaborated on a total global rebrand strategy following Amec's acquisition of Foster Wheeler and provided leadership, guidance and oversight for implementation in 175+ offices in multiple countries.
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Managed a team of ten direct reports and oversight of 40+ local and regional marketing coordinators, responsible for creating, implementing and managing multi-channel tactical plans and targeted campaigns to support business goals and strategic objectives.
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Built a fully integrated marketing and communications team closely aligned to the growth strategy of a $1.1B global business with eight sectors, multiple service lines and 7,000 employees.
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Created and delivered integrated go-to-market plans for the business unit, individual sectors, and strategic imperatives.
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Created and co-facilitated staff development program to promote client focus and account-based marketing.
ARCADIS
Associate VP, Marketing & Communications
1997 – 2012
During a two-decade career as the company grew from a small, regional engineering firm to one of the world’s leading consultancies, advanced expertise and insight from a technical writer and editor in a local office to a global leader in marketing and communications.
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Led an integrated team of professionals responsible for branding and communications programs, including collateral, advertising, newsletters, conferences, and tradeshows; marketing strategy development and implementation; capture planning, positioning, and proposal production; presentation planning, production, and coaching; knowledge management; and content development and management for internal web sites and support for external web site to support vision and strategy.
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Collaborated with national and global leadership to design and implement effective tools to communicate operational strategy and focus areas, including restructuring for a more focused approach to advertising and conference participation and launching new communications channels.
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Led global team to develop and launch a highly successful, staff engagement program with a new magazine, knowledge-sharing platform, and global staff competition to promote innovation and collaboration.
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Created a user-friendly SharePoint knowledge management platform for infrastructure staff that was subsequently implemented companywide. ● Provided content development and management for global web site sharing company news.
Large Opportunity Proposal Director
Results-oriented proposal director driving cross-functional teams of business development managers, subject matter experts, subcontractors and proposal coordinators, writers and graphic designers in strategy development, positioning, and document production for hundreds of winning pursuits. Energetic capture manager leading multinational teams in strategy planning and implementation for large-scale infrastructure and environmental programs, including alternative project delivery pursuits. Created, organized and facilitated successful staff training for proposal and business development professionals aligned with strategic initiative to increase win rate by 50% through improved capture planning and proposal management.
Marketing Manager / Communications Manager / Technical Editor
Worked with multi-functional teams to develop win strategies for diverse water and transportation pursuits for local, state and federal clients. Served as a multi-faceted marketing manager helping drive strategic direction, researching new markets, developing sector business plans, and producing sales proposals, presentations, advertising, collateral, award submittals, media relations, and communications. Served as a technical writer and editor for planning, engineering, and science reports and publications.
WORD ON THE STREET
Deborah is a highly skilled Marketing/
Communications Director that I had the pleasure of working with in both AmecFW and Wood. She is an excellent manager and one of the best at employee development. Her skillset spans diverse digital channels. With her experience in the industry and her work ethic, she is the best I have worked with in my career. I highly recommend her.
Ann Massey
A/E/C Executive & Board Member
Former CEO at Wood E&I Americas
Professional, focused, personable, accurate, creative and much, much more. Deborah is an asset for any company that seeks improvement in their marketing communications, whether on a strategic or operational level. She has been there and done it well.
Joost Slooten
Director, Sustainability & External Affairs at Arcadis NV
Deborah is not only a pure delight to work with but a great leader for understanding the needs of clients and making sure we deliver their preferred outcomes. Deborah and I taught Client Focus Training at Amec and Wood and folks routinely told us that this was the best training they had ever had. Deborah helped change the cultures of these fine companies for the better.
Jim Cloonan, PE
Strategic Account Manager at Wood
I have had the pleasure of working with one of the true professionals within any Marketing and Proposal development team through our pursuit and capture of a significant contract over the last 5 years. Her talents are many, but her ability to put together a winning approach that includes research, team coaching, strategy development, client messaging coupled with her unrivaled commitment to seeing the process through and driving the team to be successful are well documented and unparalleled. She was an invaluable asset to Arcadis and one that can continue to set any firm apart if given the right opportunity.
Joe Maddelena
Senior Vice President at Arcadis
As editor-in-chief of the worldwide magazine for the people of Arcadis, Deborah was a creative and motivating team leader. For me, it has been an absolute feast to work with her during the past decade. I love her no-nonsense approach and her great sense of humour. She is extremely professional, very knowledgeable and, most of all, a warm and wonderful person to work with.
Elles Ophuis
Change Leader for Europe North & Russia at Marel
Deborah was an amazing asset. I know of few people who are as powerfully productive. She does great work, and she does a tremendous volume of it. From a marketing perspective, her grasp of both external and internal conditions was second to none. From an internal communications perspective, her vision is superb. She understands what employees needed to know to do their jobs effectively, but also what they should know to be proud of our company. She knows how to best present information so that employees engage and retain the important information.
Eric Anderson
Internal Communications Lead
at ERM
"The art of communication
is the language of leadership."
James Humes
