Co-Founder, CEO

• Mar 2018 - Present

Marketing Operations Manager

• Jun 2016 - Feb 2018

Developed an educational campaign geared towards increasing awareness of digital subscription access to 7-day print subscribers that resulted in a 56% growth of subscriber activation year-over-yearPromoted digital-only subscriptions through print, digital, email, and PPC social media ads that, along with a shift in pricing, resulted in a 141% increase in annual subscriptions, and a 56% increase in month-to-month subscriptionsImproved user experience through website landing page redesign, addition of a highly-visible subscribe button, clearer paymeter messaging with a stronger call-to-action and other site enhancements aimed at engaging content subscribers Produced a 650% increase in online applications for contracted newspaper carriers through a six-month campaign that included implementation of a vanity URL, website enhancements, frequent print ads and paid social media ads with Google Analytics conversion trackingProvided creative direction and ad copy to the graphic design team to translate concepts into effective visuals that led to measurable results across multiple platformsSetup engaging booths at trade shows and events to brand the company positively and encourage attendee interaction Show less

Direct Mail Product Manager

• Oct 2012 - Feb 2018

Launched a solo direct mail product line in 2012 to strategically grow advertising revenue through new account acquisition, customer growth, and market expansionGrew direct mail sales to $260,000 in 2015, a 39% increase over the prior yearNegotiated a new contract with Experian to reduce expenses by $14,000 per year while also increasing deliverablesMultitasked under tight deadlines to develop strategic marketing recommendations, calculate pricing, produce orders, oversee that all applicable productions standards are adhered to, and process invoices for vendors and clients Show less

Targeted Distribution Analyst

• Jul 2010 - Jun 2016

Developed a reporting system that generated detailed P&L statements in order to easily identify under-performing areas needing added sales focus as well as pinpointed opportunities to maximize profitabilityAchieved a 40% reduction in distribution expenses of non-subscriber products in 2013 through mailed delivery optimization and outsourcingMonitored contracted delivery vendors for quality control and followed-up on customer complaints Optimized non-subscriber mailed distribution in 2012 to reduce postage expenses by $20,000 Show less

Advertising Data Analyst

• Mar 2009 - Jul 2010

Created innovative spreadsheet and database solutions to support complex departmental and corporate objectivesProvided sales staff and management with revenue reports and analysisCollaborated with sales managers and the Advertising Director to develop a salesperson performance tracking system that incorporated data extracted from multiple sources and applied algorithms to create a summarized scorecardSupported National account contract negotiations through reporting of historical trends, what-if analysis, and forecasts Analyzed more than 1 million records of website user behavior data (prior to implementation of Google Analytics) with the goal of monetizing the site and advised top-level executives including the Director of Digital Media, the President, and CFO Show less

Marketing Coordinator

• Jun 2006 - Mar 2009

Prepared data-driven advertising proposals using market research to create business cases for advertising investmentsPresented analyses of revenue trends to department managers in order to mitigate risk and grow the company’s bottom line when developing new products or promotional pricing strategiesManaged a survey panel of 650 Roanoke Times readers and analyzed survey results to advise advertisers on how to improve the reception of their brand and marketing messageStreamlined functionality of existing department Access databases and Excel tools to better meet department needsManaged multiple short and long-term projects simultaneously while regularly meeting quick turnaround deadlines Show less

Owner

• Jan 2004 - 2010

Grossed more than $130,000 in e-commerce sales of high-end men’s and women’s apparel Analyzed market research in order to develop competitive pricing and marketing strategies for maximizing repeat sales and profitability Maintained high levels of customer satisfaction in product quality, delivery time, and communication in order to achieve and retain PowerSeller status Grossed more than $130,000 in e-commerce sales of high-end men’s and women’s apparel Analyzed market research in order to develop competitive pricing and marketing strategies for maximizing repeat sales and profitability Maintained high levels of customer satisfaction in product quality, delivery time, and communication in order to achieve and retain PowerSeller status