About me
I’m Christel Koos, a digital leader with nearly a decade of experience driving enterprise-scale transformation through technology, strategy, innovation, and collaboration. My career blends expertise across AI enablement, digital strategy, MarTech ecosystems, learning platforms, data-driven optimization, and technological automation, enabling organizations to modernize how they work and make smarter, faster decisions. I lead global digital initiatives with a consistent focus on delivering measurable business value and operational efficiency. I have a strong passion for turning complex challenges into clear, usable solutions while watching ideas come to life.
Known for my hands-on, down-to-earth leadership style and ability to bridge business and technology, I lead with a collaborative, people-first mindset. I believe the strongest and most sustainable results come from teams that feel heard, supported, respected, and empowered to do their best work.
Strategic Highlights
AI Enablement, Automation & Digital Strategy
Led the strategic adoption of AI and automation across global digital operations, embedding intelligent workflows, internal Copilot agents, chatbots, and analytics-driven tools into everyday processes. Established governance and ethical-use standards to ensure scalable, responsible adoption while reducing manual effort and accelerating decision-making.
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Enterprise Digital Transformation & Platform Modernization
Drove enterprise-scale digital transformation initiatives across regulated, global environments by modernizing platforms, systems, and processes. Led end-to-end strategy, execution, and adoption of digital solutions that improved operational efficiency, user experience, and business performance.
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Learning Platforms & Global Enablement
Designed and launched the organization’s first external learning management system, creating a scalable, unified learning ecosystem that modernized global training strategy, improved learner engagement, and supported compliance and growth across regions.
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Digital Education, eLearning & Workforce Readiness
Built and deployed enterprise eLearning programs for plasmapheresis and apheresis, achieving 100,000+ logins and a 99% learner approval rating in the first year. Established new digital learning standards that enabled global scalability, consistency, and readiness.
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Digital Experience, Web & Go-to-Market Enablement
Led strategy, design, and execution of digital experiences across key business segments, including hands-on Sitecore CMS development. Partnered with marketing, product, and commercial teams to strengthen digital go-to-market efforts and ensure consistent, high-performing brand presence.
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Virtual Training, Video & Media Strategy
Directed global video and virtual enablement strategies, including the rapid launch of a centralized webinar and training portal during COVID-19. Ensured business continuity, reduced travel and training costs, and maintained a 98% approval rating while expanding access to on-demand learning.
Education
Webster University
MBA
MASTER OF BUSINESS ADMINISTRATION
August 2009 - June 2012
Northwood University
BBA
MARKETING & MANAGEMENT
August 2005 - May 2009
Notable Certifications
Experience
SENIOR DIGITAL & INNOVATION MANAGER
Vallen
May 2025 - Oct 2025
Led AI and digital innovation initiatives across North America, driving modernization of Vallen’s web, eCommerce, automation, and communication capabilities. Designed and deployed an internal AI Copilot Agent integrating knowledge bases, email logs, and workflows to deliver context-aware answers and reduce support triage time. Built intelligent automation frameworks using Power Automate, SharePoint, and Smartsheet to improve visibility, routing, and operational efficiency. Directed cross-functional teams responsible for Vallen.com and Vallen.ca platform alignment, feature parity, and UX optimization, and launched a digital communication strategy to drive adoption, transparency, and stronger customer engagement.
SENIOR DIGITAL MANAGER (GLOBAL)
Haemonetics
May 2021 - Jan 2025
Identified organizational challenges and implemented strategic digital solutions to drive value, improve customer experience, streamline systems, and foster a more efficient use of resources. Reinvented business processes, leveraging technology and AI, to digitally transform business performance. Led the strategy, development, and execution of digital technologies, projects, and marketing programs, with a focus on MarTech innovation and automation to enhance efficiency. Managed global digital initiatives, oversaw cross-functional teams and vendor partnerships, and leveraged data analytics to drive business insights. Additionally, collaborated with key stakeholders across commercial, legal, and compliance teams while managing department budget to optimize digital performance and growth.
BOARD OF DIRECTORS
Project Pride
Nov 2023 - Oct 2024
Played an active role in advancing the non-profit's mission to foster inclusivity, advocacy, and community engagement. I collaborated with fellow board members to develop strategic initiatives, onboard digital solutions to maximize efficiency, enhance fundraising efforts, and expand outreach programs that supported the region's LGBTQ+ community. My experience included public speaking, event planning, stakeholder engagement, and working with local businesses and organizations to create meaningful partnerships. This role deepened my passion for diversity, equity, and inclusion while strengthening my leadership and nonprofit management skills.
DIGITAL MANAGER (GLOBAL)
Haemonetics
June 2018 - May 2021
Led cross-functional initiatives to address global organizational challenges, implementing strategic digital solutions to drive business value, enhance customer experience, and optimize resources. Developed and executed digital strategies in collaboration with key stakeholders, improving operational workflows and integrating MarTech solutions for greater efficiency. Leveraged data-driven insights to inform decision-making and ensure alignment between digital transformation efforts and business objectives. Focused on streamlining systems and fostering innovation to create a seamless and effective global digital ecosystem.
PRODUCT TRAINER & DIGITAL INSTRUCTIONAL DESIGN
Haemonetics
Jan 17 - June 2018
Combined technical training, instructional design, and digital learning development to enhance user adoption and product proficiency. Developed and managed the creation of the company's first suite of plasmapheresis elearning courses, which included vendor management, corporate marketing design, and cross-functional collaboration whilst conducting technical training sessions in the field and at corporate facilities.
PRODUCT TRAINING SPECIALIST
Haemonetics
March 2016 - Jan 2017
Delivered product training both internally and externally while assisting in the development and design of technical training curriculum for plasmapheresis device repair and maintenance. Worked closely with subject matter experts to maintain validity of technical content and updated accordingly.
PRESIDENT
Koos Marketing, LLC
Dec 2011 - March 2016
Provided comprehensive marketing consultative services, specializing in brand strategy, marketing automation and communications, market research, SEO/SEM, and promotional planning. I collaborated with clients to develop tailored marketing solutions, executed campaigns to enhance brand visibility, and analyzed market trends to drive strategic decision-making. Additionally, I oversaw all aspects of business operations, including client relations, project management, and the development of marketing materials, ensuring the delivery of high-quality results that met clients’ goals and objectives.
