Senior Vice President Digital + Engagement

• Jul 2021 - Present

During my tenure at Curious Plot, I played a pivotal role in revolutionizing the agency's approach to digital, print, and broadcast advertising, paving the way for substantial growth and heightened client satisfaction. My role encompassed a wide range of responsibilities and leadership initiatives that were critical to our success. Some of the notable highlights include:Leadership & Strategy: - Led the development and execution of synergized marketing campaigns, optimizing media buying across various platforms. - Boosted brand engagement by enhancing our approach to social and community management. - Designed and implemented potent performance marketing and automation tactics to elevate efficiency and client engagement.Data Insights: - Innovated data strategies to fuel continual improvements in campaign initiatives, leveraging critical insights. - Spearheaded SEO/SEM strategies, markedly increasing website traffic and online visibility. - Revamped measurement and reporting protocols to foster data-driven decision-making.Achievements: - Developed comprehensive CRM and marketing automation strategies, significantly augmenting customer engagement, web traffic, and online revenue streams.- Expanded brand awareness and revenue through adept optimization of cross-channel advertising campaigns. - Successfully expanded social media communities, enhancing engagement and growing the follower base. - Scaled the team from 4 to 15 members in 18 months while maintaining high standards of quality and performance. - Led the development of data strategies, enhancing data management and reporting processes, thereby improving ROI and client satisfaction. Show less

Director of Marketing Automation

• Jan 2021 - Jul 2021

Head of Marketing & E-commerce Business Planning Strategist

• Jan 2018 - Sep 2020

Developed channel strategies for e-commerce and marketing to drive traffic, conversion, and awareness for boating, sports, and recreation products. I directed all digital and traditional marketing for direct to consumer sales, including business planning, content strategy and development, promotional campaigns, and other online marketing, website design, customer service, web analytics, and web technologies. I also planned and executed e-commerce activities across all digital channels, including promotional campaigns and content management. The following are highlights of the value I’ve brought to the company: • Drove online growth through customer acquisition, in line with the company's business plan. • Defined a growth roadmap that optimizes the company’s conversion funnels and engagement. • Closely monitored and analyzed e-mail performance and utilize list segmentation, personalization, and content optimization to increase return on investment • Evaluated weekly site performance, including digital channel performance, category performance, feature shop productivity, customer reviews/feedback, and drove recommendations to improve customer experience. Show less

Marketing and Demand Generation Consultant (B2B/B2C)

• Dec 2014 - Jan 2018

Retained by clients to drive demand generation, optimize marketing automation, and refine revenue performance strategies through data-driven insights and customer-centric inbound marketing initiatives, resulting in remarkable brand awareness, lead conversion, and cost-efficiency achievements for diverse clients. The following are highlights of the value I’ve brought to clients: • Strategically conducted competitive analysis and market research to inform go-to-market strategies, resulting in improved advertisement plans and increased brand awareness through social media management, ads, blogs, and targeted customer communications. Increased brand visibility by 35% in the first six months. • Developed comprehensive buyer personas and buyer journeys through in-depth insight process audits, leading to the creation of an effective customer-centric inbound marketing strategy. Implemented content marketing improvements, including content audit, content mapping, and editorial calendar optimization, resulting in a 50% increase in lead conversions. • Implemented marketing automation systems like Hubspot and Salesforce, leading to a 40% improvement in lead nurturing efficiency and conversion rates. Utilized Salesloft to optimize personalized outreach efforts, resulting in a 25% increase in response rates. • Defined and recommended key performance indicators (KPIs) for demand generation, regularly monitoring and reporting on performance to improve budget allocation and resource utilization. Achieved a 20% reduction in cost per lead while maintaining lead quality. • Collaborated with clients' sales teams to align marketing efforts with sales goals, exceeding shared pipeline and revenue targets consistently. Show less

Vice President of Marketing (Fractional Consultant)

• Jun 2016 - Dec 2016

Retained by the client to drive demand generation, implement marketing automation and revenue performance management, maximizing the value of limited marketing resources and investments through closed-loop integration and optimization of sales and marketing processes. The following are highlights of the value I’ve brought to the company: • Led all digital marketing initiatives, including SEO, SEM, social media marketing, marketing automation, email marketing, and retargeting, resulting in a 58% engagement growth in 6 months. • Developed buyer personas and buyer journey through insight process audit, resulting in customer inbound marketing strategy, process and procedures via a content marketing strategy including content audit, content mapping, and editorial calendar improvement. • Recommended and improved actions for demand generation KPIs, reporting, and optimization procedures resulting in improved budget and resource allocation. Show less

Vice President of Marketing & Sales (Fractional Consultant)

• Jun 2015 - Jun 2016

Retained by the client to develop, implement, control, and analyze all elements of the marketing and sales mix for the Ordway Center for the Performing Arts, focusing on revenue improvement. The following are highlights of the value I’ve brought to the company: • Developed improved ticket sales and engagement KPI tracking and analysis processes resulting in dynamic pricing strategy and revenue growth. • Conducted competitive analysis and market analysis, resulting in improved go-to-market strategies and advertisement plans, resulting in increased brand awareness by creating and managing social media channels, ads, blogs, and patron communications. • Executed both on-page and off-page search engine optimization strategies resulting in improved first page rankings. • Contributed to responsive website redesign through planning, sitemap development, wireframing, and usability testing in HubSpot CMS. • Conducted reviews, hired, and managed outside agency resources (general market, brand identity, messaging, public relations, etc.). • Supervised staff members from marketing managers, public relations specialists, in-house graphic designers to box office associates, and group ticket sales. Show less

Director of Marketing & Customer Engagement Strategist

• Sep 2013 - Nov 2014

My main responsibility for this position was to oversee all aspects of strategic marketing opportunities, customer experiences and support, market analysis, and initiatives for North America and Australia. I managed all content marketing initiatives, including audience/persona research, content ideation, calendars, assignments, creation, optimization, and publishing. The following are highlights of the value I’ve brought to the company: • Commended for providing pivotal leadership in the successful delivery of CRM reporting, analytics, and marketing funnel (MQL, SAL) analysis to illustrate how marketing programs impact revenue, define and track key metrics, developed dashboards, and deliver ad-hoc analysis. • Enhanced customers' awareness of products and services by developing and implementing lead nurture programs, including lead scoring, routing, and content marketing development. • Ensured that marketing plans and campaigns are results-based and cost-effective and evaluated marketing results to develop strategies in response to changing market conditions. Show less

Vice President of Marketing & Demand Generation Leader

• Aug 2012 - Sep 2013

My main responsibility for this position was to drive growth through implementing digital marketing, marketing automation, and integration into the sales function to identify new prospects and sales opportunities for new products, services, and enhancement of JobBoss Shop Management Solutions. The following are highlights of the value I’ve brought to the company: • Positioned company's brand by supporting go-to-market plans, including demand generation, marketing automation, marketing communications, web strategy, SEO/SEM, inbound campaigns, and social media strategy. • Worked collaboratively with a team to ensure effective website performance and digital marketing strategies throughout the portfolio. Show less

Global Director of Marketing

• 2006 - 2012

My main responsibility for this position was to lead and develop strategic and tactical leadership for marketing plan development, implementation, and support for global Software as a Service leader in pricing and revenue management. The following are highlights of the value I’ve brought to the company: • Directed interactive, direct marketing, media, creative, sales promotion, public relation, and demand generation strategies. • Supervised a global group of staff members from field marketing managers, lead management specialists, relationship marketing specialists, graphic and web strategists, and designers. • Implemented conversion optimization testing, campaign tracking, tag management, and closed-loop web analytics. • Reduced cost-per-lead metrics while increasing overall lead volumes and conversion. • Developed and Managed all CRM touchpoints, including direct marketing, email marketing, retention strategies, and new customer acquisition initiatives. • Performed all functions related to managing employees, including determining resource needs and making requests for personnel, equipment, encouraging and fostering skill development and professional growth, advising managers on managing employees, etc. Established and prioritized division responsibilities/objectives relative to department, division, and corporate marketing goals. Show less

Strategic Marketing Manager

• 2002 - 2006

Managed marketing, advertisement & public relations campaigns for United States, Canada & Latin American markets. The following are highlights of the value I’ve brought to the company: • Organized print & online advertisement for trade and consumer markets - Collateral, direct mail, web banners, print ads, etc. • Developed email communication campaigns - Newsletters, promotion & company announcements, etc. • Coordinated events, developed event concepts/goals. • Managed online store for North America and developed strategies/communication tools to enhance business. • Managed partner extranet site worldwide & developed strategies/communication tools to enhance sales relationships with distributors, resellers & manufacturing representatives. • Worked closely with the web development team on the sales enhancement section of the corporate website. • Managed customer database, including list acquisition and trade. • Managed market research operations and advised on increasing penetration of existing markets and opening new markets. Show less

Channel Marketing Manager

• 2001 - 2002

• Recommended the sell-through programs by account for Channel Sales to propose to the buyers. • Tracked the promotions and MDF ROI by account and identified the most effective sell-in and sell-through programs for Midwest Region. • Tracked and reported the sales of competitive products within the channel. • Executed and fulfilled all of the committed sell-through programs submitted by Channel Sales. • Managed marketing, advertisement, and public relations promotions (spiffs, contests, rebates, specials, training, promotions, etc.) in seven business unit locations in the Midwest. • Initiated programs to educate customers and prospects on Avatech Solution’s products and services (trade shows, regional shows, and direct sales.) Show less

Marketing and Creative Director

• 2000 - 2001

• Managed market research operations and advised on increasing penetration of existing markets and opening new markets. • Analyzed product-line and identified areas for diversification based on market demands. • Organized marketing communications, including collateral, direct mail, event promotions, and materials. • Managed public relations and press relations. • Created promotions and/or trade and consumer advertising. • Managed market research operations and advised on increasing penetration of existing markets and opening new markets. • Analyzed product-line and identified areas for diversification based on market demands. • Organized marketing communications, including collateral, direct mail, event promotions, and materials. • Managed public relations and press relations. • Created promotions and/or trade and consumer advertising.

Marketing Director

• 1998 - 2000

• Led financial turnaround for MBA Education Department through aggressive brand strategy and creative promotions. • Exceeded 1999-2000 education revenue goal by 32% with the development of the distance learning programs. • Designed and implemented website and e-commerce to complement existing marketing programs. • Standardized marketing analysis and data finding reporting plans for member service departments. • Organized marketing communications, including collateral, direct mail, event promotions, and materials. • Coordinated all special events, developed event concepts/goals, and established goal attainment strategy. Managed logistics for event site and staffing. Show less

Marketing Coordinator and Head Graphic Designer

• 1997 - 1998

• Hired to update/modernize Company’s image through advertising campaigns, corporate logo, promotional pieces, and communications tools. • Developed and administered $1.2 million annual advertising and marketing budget, including negotiating trade/sponsorship contracts. • Supervised contracts with three advertising agencies, each handling distinct projects. • Identified new marketing and areas of expanding sales penetration. • Managed customer database, including list acquisition and trade. • Coordinated all special events, developed event concepts/goals, and established strategy for goal attainment. Managed logistics for event site and staffing. • Expanded sales volume through co-sponsorship of events to attract new customers. Show less

Media Relations Specialist and Admission Quality

• 1995 - 1997

• Coordinated television and radio commercial production and placement resulting in extensive local and national press and media coverage. • Managed special event campaigns, including seminars, workshops, tradeshows, and open houses that consistently surpassed 1996-1997 sales goals resulting in a 26% enrollment increase. • Ran admissions and telemarketing department operations and supervised eight employees. • Lead department meetings to reinforce goals, policies, and troubleshoot operations. Show less