Email Marketing Manager, 2014 - present
American Public University System
Interactive Marketing Manager, email, 2012 - 2014
Interactive Marketing Manager, Email: directly responsible for the day to day email operations of student recruitment campaigns, communications for events, student retention campaigns, and other types of communications for one of the nation's premier online educators.
Developed new email work flows within ExactTarget
Implemented responsive templates for student recruitment and retention campaigns
Established a highly successful newsletter campaign for a series of blogs operated by the university to cross promote awareness and to drive student applications through non-conventional channels
Instrumental in developing the student life-cycle email communication flow – serving as lead for email best practices, deliverability, and for optimization
Designed, developed, and executed stand-a-lone emails for the marketing/student outreach programs as well as the day-to-day operations of ExactTarget for the university
Collaborated with the university's creative design unit for best practices in email production, design, and coding - as well as hand-coding from psd design files for deployment
Served as a primary point of contact for the university's communication audit committee while developing university-wide usage, design, and best practice guidelines for our primary form of communication - email - for AMU, APU, Hondros College of Nursing, and APEI communications
Major Accomplishments: developed re-engagement campaigns directed towards dis-enrolled students that increased re-enrollments by 75%; developed engagement campaign, in addition to the welcome/nurture series targeting students who had applied but had not yet enrolled in any courses which resulted in an average 300% increase in course registrations.
Email Marketing Manager, 2011 - 2012
Email Marketing Manager: directly responsible for re-launching and streamlining email communication to Webs’ customers, including lifecycle, sale communications, monthly newsletters and new product releases for all products – website production, CRM product and Pagemodo (product to develop customized Facebook fan pages).
Developed winning email templates from considerable a/b testing for both Webs and Pagemodo to include email marketing best practices and audience specific tactics
Content expert for all newsletters and information communicated to customers, including blog posts, marketing creative
Continual market research for competitor life cycle emails, promotions and other communications.
Implemented and tracked “customer touch” strategy to reduce the number of touches a client has from Webs in any given scenario greatly reducing complaint and unsubscribe rates for emails while streamlining social media efforts/duplication
Monitored social networking sites – Facebook, Google+, Twitter - for performance, complaints, concerns, suggestions and other trends while developing appropriate tactics to address or damage control
Designed assets for marketing campaigns – content, creative design, layout and coding – along with analytics for performance and cross promotion of products and services
Facilitated timely delivery of creative assets from design team (for applicable products) to ensure deadlines and launch dates were met
Maintained lists of current trends within social media outlets and professional bloggers for upcoming trends in all e-marketing circles
Strengthened vendor relations and contracts
Contributed to SEO and SEM tactics for Webs – keywords, creative design, advisory
Major Accomplishments: launched new product life cycle email campaign for Pagemodo (customized Facebook fan pages for businesses), and developed winning campaigns that resulted in the two highest revenue generating days of 2011 in the course of three months.
Marketing Manager, Member Communications, 2009 - 2011
e-Marketing Specialist, Member Communications: realize outstanding performance through development and drive of e-mail marketing member communication program for optimal open rates, as well as oversight of newsletter production and communications to a membership of more than 10 million members, using a combination of 26 newsletter templates/segments, numerous solo campaigns, and partner offers.
Surpassed goals for insurance, education and VA Loan lead revenue through the optimized creative and development of best practices
Key contact for email monitoring system/consultant, ReturnPath, resulting in resolution of numerous and wide-ranging issues, implementation of new tracking procedures, data procurement, and new optimization methods
Built email with in-house content management system, editing html as required and using html editors.
Scheduled client and house advertisements/promos using Google’s DoubleClick (aka dfp for publishers or dart)
Acted as liaison for individual client contacts for optimization of client creative and “military voice” consultation and best practices
Interfaced with multiple stakeholders - sales, content, news, advertising, ad-operations, social media and video teams to communicate breaking news stories, web content and key military events
Interfaced directly with Divisional V.P. as well as content managers and senior editorial staff to discuss and report on marketing initiatives as well as develop new product offerings and strategy
Major Accomplishments: used new ad placements and best practices to drive education lead traffic/volume resulting in a significant increase of quality leads sold to educational institutions; design of new newsletter templates resulting in a 30% increase of traffic to the website and high 90% reader engagement and increased revenue; implementation of third party pixel tracking resulting in better member insight – doubling the number of mobile readers from 13% to 26% in less than a year opening up potential new revenue streams for client to target those members.
Monster Government Solutions
Marketing Manager, 2008 - 2009
Marketing Manager: participated in creation of high-impact marketing strategies for federal, state, local, and education verticals. Drove policy and creative development of winning e-marketing program that included execution of vertical-specific e-campaigns, email blasts, and campaign landing/splash webpages; using client database of more than 50,000 names. Designed e-campaign pieces for webinars, as well as events, and executive round tables; drafted fresh collateral for product and service offerings and provided CRM (Salesforce) maintenance and support. Worked across all business units - federal, state and local government, and education sales teams as well as corporate marketing and business groups for email list development and growth strategies.
Major Accomplishments: re-launched and managed website, that included web-lead generation capabilities, improved user experience, and further site enhancements to include optimization and alignment of weekly e-marketing campaigns designed to build brand awareness of Monster Government Solutions and position the unit as a thought leader.
2003 - 2009
Marketing Associate (2005 – 2008): demonstrated exceptional leadership through execution of sales, marketing, and data management programs while controlling annual (departmental) budget of $250K. Optimized new client announcement program. Oversaw collateral inventories and fulfillment for 6 regional offices, sales representatives, multiple national conferences and trade shows, and contributed to collateral development. Developed multimedia software demonstrations, engaged in large-scale marketing campaigns, performed creative design for internal campaigns, and tracked and reported campaign metrics.
Major Accomplishment: conducted a CRM data cleansing project, which included verification and input resulting in significant system improvement, policy and procedure development, more effective customer contact tracking capability, general corporate adoption, as well as improved opportunity discovery and significant cost savings.
Administrative Associate, Office of International Education (2001 – 2005)
provided administrative and logistical support for sponsored conferences and seminars and Department of State sponsored advisor-training programs while managing budget in excess of $2mil. Developed marketing outlets, designed and produced marketing materials and PowerPoint presentations, and participated in production of online and print publications.