ESTHER E. HASKINS, DBA, MBA, MPS
AWARD-WINNING MARKETING & COMMUNICATIONS EXECUTIVE
info@AboutEH.com
BUSINESS DEVELOPMENT (B2B2C) CASE STUDIES
When the Commonwealth of Virginia opened bidding for its Statewide Airports Pavement Management Study, Pavement Technical Solutions—a small but highly specialized engineering firm—competed against globally recognized leaders. By developing a strategic capture plan centered on American-made innovation and technical precision the firm secured a $25 million statewide award—one of the state’s largest FAA-funded infrastructure projects. The win increased brand visibility by 40% and positioned PTS for continued growth in future FAA-funded and state-level initiatives.
After the pandemic exposed major data and coordination gaps, the CDC began modernizing its disease surveillance systems with AI-powered predictive analytics and advanced IT infrastructure. Partnering with NITAAC, the agency turned to innovation to strengthen data accuracy and rebuild public trust. As Marketing Lead, I directed customer-journey workflows and engagement automation within the Salesforce pipeline. This aligned communications, analytics, and relationship strategy to support seamless collaboration—helping drive $1.6 billion in IT initiatives that now enable faster, data-driven public health response nationwide.
When cybersecurity became mission-critical, the U.S. Navy turned to NITAAC for secure, turnkey IT solutions that could accelerate modernization across 20 branches worldwide. I led the digital marketing strategy—creating automated email workflows, targeted B2B messaging, and executive thought leadership for Navy-hosted cybersecurity events in the U.S. and Germany. The campaign increased engagement with senior defense leaders and advanced a $1.7 billion federal partnership.
Rebuilding a Brand in Crisis: How I Turned Pandemic Fatigue Into $10 Million in Growth
When the COVID-19 pandemic disrupted every sector of healthcare, the American Nurses Association (ANA) faced an urgent challenge: to reconnect with more than 4 million nurses and restore trust in its programs. Early Power BI dashboards revealed alarming trends — participation in education and professional development had dropped by over 40%, digital engagement was falling, and member sentiment reflected deep fatigue and frustration with the profession.
Through market research, strategic brand repositioning, and corporate partnerships, ANA rebuilt engagement and secured $10 million in sponsorship funding within its first year.
I led a global communications campaign for the Heart Rhythm Society that brought together cardiologists, sponsors, and caregivers around life-saving cardiac education. The campaign expanded sponsorships by $4 million and launched a multilingual mobile app, with localized materials for Latin America and China. In total, it reached over 100,000 downloads and sold out its printed resource kits twice.
MORE WORK SAMPLES
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The Solutions Showcase video spotlights how the National Oceanic and Atmospheric Administration (NOAA) partnered with T&T Consulting Services, a minority- and woman-owned NITAAC CIO-SP3 Small Business Contract Holder, to defend against DDoS cyberattacks. The story highlights how T&T deployed AWS CloudFront with AWS Shield, filtering out two major attacks within days and cutting NOAA’s incident backlog in half—ensuring mission continuity for critical environmental research and communications. I p
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Led the global marketing strategy for CareFirst’s Federal Employee Health Benefits Plan, engaging federal employees across the DMV and overseas. Directed omnichannel campaigns spanning digital, social, and print to drive plan awareness and enrollment. Partnered with global media outlets to optimize targeting and reach, resulting in 17.3 million impressions and 3,656 non-member leads—positioning CareFirst as a top choice for the federal workforce worldwide.
Directed digital campaigns for agencies including the Department of Defense and Social Security Administration. Developed messaging around Cybersecurity Awareness Month and Artificial Intelligence, positioning NITAAC as a trusted federal IT partner. These campaigns increased visibility and supported business development goals.
Integrated Sprout Social into NITAAC’s marketing ecosystem to streamline publishing and unify federal-facing channels. Directed the rollout so the team could schedule posts, monitor engagement, and respond in real time. Used analytics dashboards to review performance, track audience trends, and refine campaign strategies. Delivered insights that tied social media activity to NITAAC’s broader acquisition goals, giving leadership clear visibility into reach, impact, and ROI.
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Integrated Salesforce Marketing Cloud with B2B sales efforts to create segmented campaigns, automate lead journeys, and deliver real-time engagement data to sales teams. This alignment drove stronger pipeline visibility and measurable ROI, directly contributing to the success of a multi-million-dollar campaign with the Peace Corps and supporting the achievement of NIH’s $4 billion annual revenue goal.
