Rachel Woodman
Minneapolis-St. Paul | [email protected]
Profile
I have enjoyed a 15+ year career in marketing, sales, and development where I’ve navigated five massive organizational changes, gained high performance marks every year of employment, built two departments from scratch, designed and implemented various studies, and brought in tens of millions in revenue as a result of the work I led. Over the course of this career it became clear how critical interpersonal skills and office politics could be in an individuals’ success while, at times, detrimental to the success of the organization itself. As a professional career mentor, I was struck by how similar the experiences of my mid-career mentees were despite differences in job function, industry, ethnicity, and other factors. This has culminated in my goal to research these phenomena through a career in academia. I hope to gain acceptance to a doctoral program in 2026 so that I can achieve my ultimate objective to foster a diverse and equitable workforce in the world’s top companies through original research and teaching in a major university.
Education
Master in Business Administration - Executive Track
Opus College of Business, University of St. Thomas, Saint Paul, MN
GPA: 3.91
09/2022-05/2024
Opus College of Business, University of St. Thomas, Saint Paul, MN
GPA: 3.91
09/2022-05/2024
Bachelor of Science in Marketing Communications - Minor in Journalism
University of Wisconsin - River Falls, River Falls, WI
GPA: 3.78
01/2010-12/2012
Associate of Applied Science in Marketing
Chippewa Valley Technical College - Eau Claire, Eau Claire, WI
GPA: 3.24
08/2006-12/2008
University of Wisconsin - River Falls, River Falls, WI
GPA: 3.78
01/2010-12/2012
Associate of Applied Science in Marketing
Chippewa Valley Technical College - Eau Claire, Eau Claire, WI
GPA: 3.24
08/2006-12/2008
Academic Awards
- Dean’s Certificate of Merit: Senior Merit University of Wisconsin - River Falls (2012)
- Certificate of Academic Excellence - Alpha Sigma Alpha - Zeta Beta (2012)
- Excellence in Student Journalism: Information Gathering - Department of Journalism (2012)
- Excellence in Student Journalism: Video Storytelling - Department of Journalism (2012)
- Creativity Award - Applied Marketing Experience (2007)
Research Interests
As a first-generation college student and first-generation white-collar professional, I have had a unique vantage point moving through my career in Fortune 500 corporations. This “outside looking in” perspective allowed me to see patterns in a more salient way than other colleagues. This has translated into a deep interest in organizational behavior with an emphasis on how broad organizational culture, and power dynamics within teams, can affect individual self-expression (e.g. result in conformity) and career outcomes. Additionally, I’d like to explore how this individual phenomenon, when shared broadly, can impact an organization’s overall effectiveness (e.g. where conformity is necessary and/or a hindrance to growth). Finally, I’d like to investigate how positive workplace deviance has impacted individual career mobility; particularly when DEIB factors are at play.
- "Corporate American Culture” and subsequent impacts of conformity
- Office politics, power, and influence
- Positive workplace deviance and career mobility
- Diversity, equity, inclusion, and belonging (DEIB) - particularly for women and introverts
Research Experience
Scholarly
- Woodman, R.M. (analysis complete; title forthcoming). [Statistical analysis of existing data in order to identify (or disprove) a linkage between proactive workplace behaviors and workplace satisfaction] Statistics research project, University of Saint Thomas-Minnesota.
- Woodman, R.M. (on hold). We’re not in Kansas anymore: a qualitative study on the lived experiences of first-generation white-collar professionals.
- Woodman, R.M. & Bonczyk, A. (2007). [Quantitative smoking and non-smoking student response to 2008 city-wide smoking ban] Market research project, Chippewa Valley Technical College.
Professional
This list contains only a sample
- Woodman, R.M. (2023, June). [Developed and administered customer study and collated interviews as part of major brand positioning effort] Internal use only, Pivot Strategies.
- Woodman, R.M. & Grant, J. (2019, December). [Co-created quantitative and qualitative interview study in partnership with research firm, MDRG, to understand customer response to various marketing tactics] Internal use only effort, Lumen Technologies.
- Woodman, R.M. (2019-22). [Quarterly marketing survey for up to 200 sales professionals with internally distributed insights] Internal use only effort, Lumen Technologies.
Related Coursework
- OPMT 600 Statistical Methods for Decision Making (Spring 2024)
- Using statistical methods (numerically, graphically) in statistical study design, data collection, and interpretation using statistical software (Minitab)
- Concepts include discrete and continuous probability, sampling, estimation, confidence intervals, hypothesis testing with one and two or more means, proportions and chi-square testing, ANOVA, as well as simple and multiple linear regression
- Grade: A
- OPMT 640 Decision Making for Executives (Spring 2023)
- Using systems thinking, critical, ethical methodologies and more to make complex decisions
- Leveraging statistics, probability, economics, finance, algebra, and arithmetic objectively to avoid introducing bias
- Grade: A-
- JOUR 201 Information Gathering (Fall 2011)
- An introduction to the news gathering process with an emphasis on examining records, interviewing news sources, evaluating credibility of Internet sources and analyzing newsworthiness of information
- Grade: A
- MATH 216 Elementary Statistical Concepts (Spring 2010)
- Introduction and use of descriptive and inferential statistics including frequency, distributions, measures of central tendency and dispersion, sampling, confidence intervals, hypothesis testing, and methods of presenting statistical data.
- Grade: A-
Teaching Experience
Academic
Adjunct position in management secured for Fall 2024; announcement forthcoming.
Facilitated Training
- Woodman, R.M. (2023, October 17). 3 Practical Strategies to Communicate Like a Leader [Presentation]. LEAD Club, University of Saint Thomas, Saint Paul, MN.
- Woodman, R.M. (2021, November 10). Self-Advocacy: Practical tips for career success [Presentation]. WE Power Hour, Lumen Technologies.
- Woodman, R.M. & Reisch, C. (2021, May 13). Take charge and advocate for your future [Presentation]. Shaping the Future of Volunteerism, Texas Volunteer Management Conference.
- Woodman, R.M. (2021, April). Learn how to get ‘unstuck’ in your career [Virtual training series]. Rachel Woodman LLC.
- Woodman, R.M. (2021, March 3). Three must-have skills to land the job you want [Class presentation]. Career Planning in Animal Sciences Course, Purdue University, West Lafayette, IN.
Development Program
2016
Competent Communicator Award - Toastmasters International
To be eligible for this award by Toastmasters International, I completed 10 public speeches in accordance with their requirements that were reviewed and scored by a group of my peers.
To be eligible for this award by Toastmasters International, I completed 10 public speeches in accordance with their requirements that were reviewed and scored by a group of my peers.
Published Articles & Blogs
This list contains only a sample
Blogs
- Woodman, R.M. (2023, July 19). Change is inevitable: how to lead and inspire during times of transformation. Pivot Strategies’ Insights Blog. https://pivotstrategies.com/change-is-inevitable-how-to-lead-and-inspire-during-times-of-transformation/
Articles
- Woodman, R.M. (2017, May). Heading an organization with humanity. BizNOW, 7(5), 16-17.
- Woodman, R.M. (2016, June). Stop wasting time in meetings. BizNOW, 6(6), 16-17.
- Woodman, R.M. (2016, May). Workplace bullying: a costly problem to ignore. BizNOW, 6(5), 23-24.
- Woodman, R.M. (2016, April). Add mentoring to your leadership toolbox. BizNOW, 6(4), 20-21.
- Woodman, R.M. (2016, March). Why does change seem so challenging?. BizNOW, 6(3), 12-13.
- Woodman, R.M. (2016, February). Company culture: secret to business success. BizNOW, 6(2), 9-10.
- Woodman, R.M. (2016, January). Finding work-life-family balance. BizNOW, 6(1), 26-27.
Professional Experience
2020 - PRESENT
Professional Career Mentor, Remote - Rachel Woodman LLC
Being in a unique seat that allows me to hear the lived experiences of professionals first-hand, I have been inspired to transition to a career in academia where I can explore these topics through research and teaching.
- Launched a career success coaching business to help mid-level career professionals navigate and thrive in Corporate America
- Developed individual and group coaching programs, eCourses, and other tools focused on leadership skills, career success, and workplace culture for first-generation white collar workers
- Develop and manage the marketing strategy to include website, social media, and email marketing
- Built a collective social media community of ~50k followers across TikTok and Instagram
2016 - PRESENT
Marketing Consultant, Minneapolis-St. Paul, MN - Rachel Woodman LLC
In addition to other work, I have maintained a marketing consulting business to support area leaders with their strategic marketing needs.
- Serve as a Part-Time Chief of Staff or Marketing Strategist in contracted engagements with small to midsize businesses seeking strategic and tactical support for acquisition
- Services include: executive-level presentations and communications, end-to-end project management, built-from-scratch growth strategies, planning, and execution
2023 (6 month commitment)
Marketing Director, Minneapolis, MN - Pivot Strategies
As a rapidly growing business-to-business internal communications consulting company serving Fortune 500 companies that historically grew only from warm referrals, I was brought in to establish an acquisition marketing strategy and systems that would provide consistent and repeatable revenue.
- Tasked with building a B2B acquisition marketing strategy from the ground-up, I work with a team to deliver an end-to-end plan that engages the leadership team, establishes the firm as a leader in the industry, and attracts clients through a newly implemented demand generation and account based marketing approach.
- Responsible for the creation, management, and execution of the acquisition marketing strategy, brand, messaging, email and digital campaigns, website, sales enablement; development and growth of the team; cross-functional partnerships and more.
2019 - 2022
Sr. Manager Marketing (Segment + Field), Remote - Lumen Technologies
Charged with winning fiber residents within target accounts nationwide, I led a team of marketing managers in the integration of Multi-Dwelling Units (MDU) into the larger Mass Markets Strategy as well as the development of comprehensive go-to-market plans, segment offers, field marketing campaigns, and sales marketing support.
- Led a team of marketing professionals across the nation with a focus on continuously optimizing results, reducing operational expenses, and driving a digital first approach for marketing programs, campaigns, and tools while supporting a sales organization of 100+ sales professionals.
- From the ground up, developed and executed the national field marketing strategy for the MDU Customer Success Sales Segment supporting the growth of $11.7M in fiber revenue in 2021.
- Drove the development and refinement of reporting and processes to include Quarterly KPI Reviews, Marketing Dashboards, PowerBI integration, CRM integration, sales & marketing policies, and campaign management standards.
- Established cross-functional programs across the business to include MDU Business Development, Small Business, MTU, Single Family, Fiber Strategy, Creative, Digital Experience, Product, Finance, and more.
- Responsible for the development, management, and execution of segment and field marketing strategy, offers, campaigns, playbooks, and programs; marketing sales enablement, training, policies, and support; development and growth of direct reports; cross-functional partnerships and more.
- Responsible for the management and optimization of a $2 million marketing budget.
2018 - 2019
Sr. Manager Region Market Development, Saint Paul, MN - Lumen Technologies
Tasked with growing CenturyLink brand positioning and customer acquisition in the Midwest, I led a regional team of marketing managers in the execution of plans across public relations, community relations, sponsorship activation, field marketing campaigns, and sales programs.
- Led a team of market development professionals to transition from separate, often state-specific, community plans to a comprehensive and sales-based approach with standardized ROI modeling throughout the Midwest.
- Established the first MDU marketing and sales support roles, marketing toolkits, and lead generation trials for which other regions were modeled after.
- When the company’s consumer business shifted its strategic focus, I accepted the opportunity to lead the newly established National Customer Success MDU Marketing Team as a Sr. Manager Marketing in 2019
2014 - 2018
Market Development Manager, Sioux Falls, SD - Lumen Technologies
Reporting to the Vice President of Operations and General Manager, I developed and executed the public relations, community, and marketing strategy for North Dakota, South Dakota, and Nebraska with a focus on capturing residential and business sales.
- Identified market opportunities and established comprehensive go-to-market plans to win penetration – such as the Fortify Fargo Campaign which resulted in a reversal in market-wide fiber customer decline.
- Led the development and execution of unique local business partnerships – an example of this was a business pitch competition in Sioux Falls with a local entrepreneur space which drew an audience of 70+ and captured earned media across print, radio, and television.
- Supported the East Region Enterprise Sales Team for 7 months in 2015, where I worked with enterprise leadership (b2b) and marketing teams to drive adoption and lead generation through account based marketing efforts.
- Responsible for development, management, and execution of market strategy, marketing and sales campaigns/programs, events, sponsorships, media relations, internal communications, employee training, and more.
Professional & Personal Development
This list contains only a sample
2022
Master Certified Professional Coach - Certified Life Coach Institute
As part of my goal to grow myself in the discipline of leadership coaching and development, I pursued a credential as a Master Certified Professional Coach certified by the highly-respected International Coaching Federation (ICF) organization. To earn this certification I demonstrated an in-depth understanding of the potential coaching has to create lasting and powerful change in addition to commitment to the ethical standards upheld by the organization. A total of 70 learning hours were required in order to receive this designation.
2021-2022
Gender Parity Committee Lead, ERG - Lumen Technologies
As part of Lumen Technologies’ Women Empowerment Employee Resource Group (ERG), I led the first Gender Parity Committee with a focus on delivering career development opportunities and training for womxn and encouraging policy change around pay with executive leaders.
As part of Lumen Technologies’ Women Empowerment Employee Resource Group (ERG), I led the first Gender Parity Committee with a focus on delivering career development opportunities and training for womxn and encouraging policy change around pay with executive leaders.
2019
Leadership Experience Program Graduate- Lumen Technologies
Led by Lumen Technologies, this nomination-only leadership program was available to a small group of high-potential leaders each year. Here, I received executive training for a variety of leadership scenarios with an emphasis on change management, team development, and executive-level communication.
Led by Lumen Technologies, this nomination-only leadership program was available to a small group of high-potential leaders each year. Here, I received executive training for a variety of leadership scenarios with an emphasis on change management, team development, and executive-level communication.
2019
Leadership Program Graduate - EmBe
Led by EmBe, a women and families resource and development organization in South Dakota, this application-based leadership program accepted just 30 professionals each year into its 6-month program. Program development included topics in DEI, mentorship, career success, leadership development, and more.
Led by EmBe, a women and families resource and development organization in South Dakota, this application-based leadership program accepted just 30 professionals each year into its 6-month program. Program development included topics in DEI, mentorship, career success, leadership development, and more.
2018-2019
Mentorship Circles Program Graduate - Lumen Technologies
Led by Lumen Technologies’ human resources group, this invite-only 6-month mentorship program selected and placed high-performing diverse leaders with an executive for guided mentorship and support. Topics discussed included leadership strategies, managing ambiguity, managing up, and developing effective career plans.
Led by Lumen Technologies’ human resources group, this invite-only 6-month mentorship program selected and placed high-performing diverse leaders with an executive for guided mentorship and support. Topics discussed included leadership strategies, managing ambiguity, managing up, and developing effective career plans.
