Strategic Digital Marketing - Las Vegas, NV.
My experience with email marketing started at Interstate All Battery Center in 2005. I knew that we could reach our customers more frequently, and with more targeted messaging if we had permission to contact them by email.
My goal was to acquire basic contact information at the store POS, and create a customer list for email marketing. By the end of the first year, I had acquired more than 10,000 customer emails. I then developed a monthly cadence that contained offers for product and services, and educational content for battery usage and storage. I have since utilized Email Service Providers such as MailChimp, Constant Contact, ClickDimensions and Vertical Response for email marketing at B2B and B2C companies
I have worked with several different CRM applications for database marketing, including; Teradata, Microsoft Dynamics CRM and Salesforce.
In my role at JCPenney, I worked with Teradata to create segmented marketing lists for catalog marketing. In my role with Global Healthcare Alliance, I managed the database of more than 50,000 records for email marketing and lead generation. I developed messaging and email templates to deploy personalized messaging to a targeted segment. I also created workflows to target prospects as part of an automated marketing strategy.
My experience in marketing has included a variety of different types of projects outside of print, digital and social media. These projects include developing a Content Management System for franchisees, managing trade shows and managing $1 million budget.
I am a skilled Marketing Project Manager, and I am comfortable managing multiple projects, each with competing deadlines, budgets and stakeholders. Listed below are a few of the projects I have managed, and am proud of the outcome.
Interstate All Battery Center: Developed a Content Management System (CMS) for franchise owners which sped up their marketing efforts and market timing. Built-in templates automatically populated their store location, contact information, map and phone number. Franchisees were able to select from multiple print templates, and then choose products and services with pricing in their market.
JCP Rewards: Managed the development and execution of a $25 million Smart Phone Promotion. I managed all digital and print channels, vendor relationships, call center updates and reporting. This promotion ran for four months and we transacted over 500,000 phones
Global Healthcare Alliance (acquired by Cedar Gate Technologies in 2018): Trade show management for an annual healthcare conference. I managed the vendor relationship for reskinning the booth to ensure branding requirements were met, updating the flooring, shipping and building the booth. I also managed all promotional marketing for the trade show. This resulted in 24 pre-scheduled appointments at the booth. I oversaw the development and execution of a new corporate website in 2014. This included writing new content, creative direction, and close alignment with the agency.
I have used social media since 2010 to create brand awareness, share content marketing and increase fans and followers. I provided direction and strategy for the launch of Bands For Arms. This company is owned by a veteran, and raises funds for related organizations. In the first year of business, we gained over 10,000 facebook followers. These followers were excited about the brand, and the purpose, and they were engaged in the mission. In the second year of business, facebook executives named the company a Top 10 Small Business. I also served on the Board of Directors for Wellness4Warriors, a non-profit organization in San Antonio. In this volunteer role, I developed creative images, video and messaging that was shared through social media.. The goal was to create awareness, and raise funds that directly help approved veterans.
In my role at Global Healthcare Alliance, I increased followers on the Linkedin company page by 400% by developing new content in the form of thought leadership articles, email marketing and web content which was shared in social media channels.
In my product marketing role at Hewlett-Packard, I launched a Google+ page for the Displays Group. The page was used as a product differentiator, and was also used to announce new product launches. I developed cadenced messaging in sync with the product roadmap for new launches.
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I had direct oversight and management for building a new corporate website for Global Healthcare Alliance. Oversight included agency management, project scope, timing of deliverables, asset management, SEO, and content development.
I have also managed websites for small businesses, and non-profit companies.
I have managed multi-channel marketing campaigns for B2C and B2B companies that include; email, print, web and social media channels. These campaigns require strategic planning to ensure that branding, voice, messaging, segmentation and delivery are on target.
I work closely with key stakeholders and cross-functional teams, including; operations, legal, credit, creative, partner agencies and other third parties to ensure alignment and timing for campaign deployment.
I developed product marketing materials at Hewlett-Packard as part of the go-to-market plan to help the sales team sell flat-screen displays, digital signage and accessories to buyers at BestBuy, Amazon, and other third-party re-sellers. I developed collateral which included; creative materials, positioning statements, and presentations as part of the road map and launch strategy.
I use multiple tactics to generate new leads. This includes retargeting, SEO principles, content marketing, thought leadership, display advertising, social media and account-based marketing to drive traffic to specific landing pages. The goal of lead generation is to create awareness, connect with decision makers and create interest in our solutions. Thought leadership is incorporated into content marketing and distributed through social media platforms.
The majority of B2B buying processes begin with an online search. Search engine optimization (SEO) is used to ensure that we are using the right keywords and content to attract the right traffic.
Behavioral retargeting is one of the simplest ways to keep our brand in front of website visitors. A snippet of code works as a cookie and follows them through display advertising on network sites, and can be seen across all devices. This keeps our brand visible as they work through buying decisions.
Landing pages are incorporated for event marketing, especially around tradeshows and conferences to drive traffic to the website, and to pre-schedule appointments.
Anonymous website traffic is identified using a third-party application. Prospects are identified and added to the database. They are scored according to behavior and turned over to the sales team for follow up.