Data Driven Strategic Planning
Measurement and Analytics
Interactive and Social Media Campaign Planning & Execution
Brand Marketing & Strategy
Interactive Project Management
ROI Benchmarking
Search Engine Marketing
SEO Best Practice Implementation
Online Content and Email Marketing Strategy
Cognitive Behavioral Strategy
Director of Marketing & Sales at PricewaterhouseCoopers
Provided strategic direction and best practice guidance to create online properties and campaigns with measurable results to achieve client KPI’s. Top agency clients include Panasonic, Harley-Davidson, Hollister, Linblad Expeditions, Behr Paints, The Goddard School, Alexion, AT&T, Cracker Barrel and American Egg Board. Collaborated with clients to determine measurable business goals. Worked with creative and web development teams to design websites, site-testing plans and optimized integrated media campaigns. Conducted analysis and delivered strategic recommendations to stakeholders and C-Level executives.
Created the business strategy, site taxonomy and SEO strategy supporting the launch of a new ecommerce site for Cracker Barrel, integrated site metrics to measure and optimize performance. Current revenue growth is 25%.
Developed measurement frameworks to evaluate online and offline marketing initiatives and made actionable recommendations that converted 18% more leads during The Goddard School 2012 registration campaign.
Analyzed integrated marketing and social media campaigns to support an updated interactive marketing strategy for Behr Paints. Reported findings and best practices to C-Level executives and assisted in the development of an optimal organization strategy and measurement plan for internal marketing teams.
Devised and implemented a testing strategy to optimize a checkout process. Minimizing abandon rates and maximizing completed transactions led to a 12% increase in conversion rates.
Defined audience segmentation plans for online display media and SEM campaigns with budgets over $2M.
Engaged by select clients to audit, analyze or assess website architecture, online business model and online marketing strategy. Provided strategic optimization plans and guidance based on goals, analytics and best practices. Reported findings to senior executive teams, design and development teams. Developed benchmarking, reporting, testing and optimization plans to support strategy with data driven insights. Clients include PricewaterhouseCoopers, Keurig, Hallmark, Harvard Business Publishing, Grupo Cortefiel and DFC Global Corp.
Audited the PricewaterhouseCoopers social media strategy. Reported findings to C-Level executives with strategies for synergizing campaigns globally to provide opportunities for geographic and product target marketing.
Conducted a competitive social media analysis in support of the launch of a new product line for Keurig Coffee Brewers. Reported findings to the senior management with a social media and content development plan to support the launch across social media platforms — Facebook, Twitter, YouTube.
Lead consultant for DFC Global Corp; Provided best practices, testing plans, analytic recommendations, measurement plans, site optimization and online marketing strategy for the team leading the US launch of a new store concept.
Conducted a comprehensive analysis of the online marketing strategy for a Grupo Cortefiel’s four global brands. Provided data driven evidence to optimize existing campaigns, strategic recommendations which have been adopted for the 2014 marketing campaign and a measurement strategy to monitor campaign ROI and progress towards business goals and objectives.
Recruited to define long-term and implement day-to-day marketing strategies in support of an aggressive start-up business development plan. Online marketing initiatives included a site redesign, content strategy development, email marketing strategy, social media promotions, paid search and SEO optimization. Offline marketing initiatives included the definition of a brand strategy and guidelines, development and creation of sales collateral and event marketing plans to develop sales leads. Successful business opportunities included contracts with Siemens and SAP (who later acquired the company).
Created, managed and analyzed Google Adwords Campaigns, Email Marketing Campaigns and Salesforce.com tools to create and develop a sales pipeline.
Reported campaign analytics and marketing metrics directly to CEO, CFO and Board of Investors.
Defined and implemented a brand strategy and brand guidelines.
Recruited to develop a comprehensive online multimedia strategy for a 31-year print archive and create an interactive department to manage online content and create new business opportunities. Created integrated print, online and email campaigns to support sales initiatives internally and as advertisements for companies including 3M, Proctor & Gamble and United Concordia. Analyzed tracking and reporting metrics to determine future strategy.
Worked with the VP of Operations to recruit a development team and create and launch a web platform and database with machine learning algorithms to segment users and predict future behavior.
Developed an online content, SEO, and electronic marketing strategy that doubled organic and referral site traffic and equaled the market leader after 3-months.
Created new online sales opportunities that generated $1.4 Million revenue in 2011.
Executed diverse management tasks to support rapid growth in a small organization that creates and manages national promotions, events and measurable experiences for global B2B and B2C clients. Created and directed marketing plans to support sales initiatives. Project manager for the NBA and EA Sports to create an interactive space, supporting a national product launch. Managed event teams in an integrated television and field marketing initiative for a Reese Witherspoon/Avon product launch.
Recruited by the CEO to spearhead the addition of interactive and social media capabilities to the agency portfolio of services.
Created, launched and managed the agency’s first social media campaign for a national client; online brand engagement has increased by 2000% to date.
