Susan Haider began working in March for UnityPoint Health in the newly created position of vice president of marketing and communications. A native of Cleveland, Haider was selected following a nationwide search. In her new role she is responsible for product and service development and marketing across multiple channels for UnityPoint Health, which operates in nine regional markets in Iowa, western Illinois and southern Wisconsin. A self-described “brand geek,” Haider previously worked at Deluxe Corp. in St. Paul and for 3M Corp., where she was responsible for key brands, among them the Post-It Note brand. Haider reports to Executive Vice President Kevin Vermeer, who will become CEO when Bill Leaver retires at year’s end.

I’ve always worked on either corporate or strategic brands. So I’m kind of a “brand geek”; I like brands and all that they stand for. I think sometimes people think they’re just a marketing thing, but actually they’re really a big piece of culture for an organization and can be a guidepost to really everything you do. So I like to think of them in that larger context. I have worked in a number of different businesses, so to speak, so I’ve got B-to-B background, B-to-C background and then different types of markets as well. I’ve always found that to be fun from a marketing standpoint, but also it seems that you can leverage those experiences when you’re in a different market.

Have you moved yet from the Twin Cities?

I am commuting right now because our daughter is a junior in high school. So I’ve been exploring Des Moines, and actually traveling quite a bit throughout our region to meet our CEOs in their locations and their leadership teams. I’m getting to know Iowa, western Illinois and southern Wisconsin.

Special interests?

Genealogy is actually an interest. I just have to fill in all of the paperwork to have a review for becoming a (member of Daughters of the American Revolution). I have gone to the tricentennial family reunion; my maiden name — Robnett — came to America in 1682. And we have extensive family history tracing that family, and also on my mother’s side. Her maiden name was Cope. They founded Maplewood, N.J. So I’ve had fun exploring that, but I have to say the (DAR) application is a little daunting, so I haven’t submitted it yet.

 

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CONNECTION POINTS

Contact Susan at by phone at (515) 241-6556 or by email, or connect with her on LinkedIn.