Wendy Ellman

Sr. Director of Digital Strategy
American Nurses Association

Wendy Ellman serves as the Senior Director of Digital Strategy for the ANA Enterprise – comprised of the American Nurses Association (ANA), American Nurses Credentialing Center (ANCC) and American Nurses Foundation (ANF). As the strategic lead for the organization’s website, Wendy blends the art of branding, user experience and content strategy with the technology needed to continually improve the website and data metrics for evidence-based decision-making. Her vision and leadership during the solution design and build phases of the digital transformation brought a business-oriented approach to the initiative.

Combining the strengths of ANA and its subsidiaries, Wendy led the development and implementation of the ANA Enterprise brand, as well as modernizations of the ANA, ANF and state nursing association brands. She provided creative direction and marketing strategy across the ANA Enterprise. Under Wendy’s leadership as Director of Marketing, ANCC’s organizational prestige grew exponentially and revenue increased to more than $50 million.

Prior to joining ANCC, Wendy led the major gifts and workplace giving fundraising programs for Rails-to-Trails Conservancy where her integrated approaches to campaign management led to more than $1 million in annual contributions.

During the technology boom, Wendy managed the account services team at the boutique marketing firm, ProMarket Inc., specializing in direct response campaigns with double-digit response rates for high tech, telecommunications and financial companies.

Wendy earned her bachelor’s degree from Boston University’s College of Communications and her Master of Business Administration degree from Georgetown University’s McDonough School of Business.

American Nurses Association   


Workshop: Digital Transformation from the Inside Out

Digital transformation initiatives have wide-reaching business impacts. As both a technology project and a business process improvement initiative, your digital transformation initiative will change your companies in ways that are difficult to predict. Before you start any project of this size and scope, you need to understand the impact to your business and the return on your investment. This interactive workshop will help you create a business case that is personalized to your needs, including tools, explanations and good conversation.

Monday, November 12, 2018

8:30 to 10:30

Leadership, Teams & Transformation

Case Study of an Association Digital Transformation

The American Nurses Association (ANA) is more than 100 years old. How do you move an old school association into the digital age? This case study will highlight the business side of ANA’s nearly two-year process of consolidating 5 different web sites, unifying 4 e-commerce platforms, building 3 navigation options, merging 2 backend databases and creating 1 shopping cart experience. Learn how ANA used different types of partnerships within the organization to move the initiative forward; and how front-end web changes led to changes in the way ANA does business on the back end.

Tuesday, November 13, 2018

14:00 to 15:00

Leadership, Teams & Transformation

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