Adriana Lane Email & Phone Number

Spearheading operational oversight across the Customer Experience, Marketing, Technology, and Human Resources departments within a diverse portfolio of companies.• Strategically driving new business acquisition initiatives that result in revenue growth.• Leading and mentoring a cross-functional team to achieve operational excellence and business objectives.• Identifying and capitalizing on new market opportunities and product launches to expand the company's footprint.• Implementing streamlined processes to increase operational efficiency and improve customer experience.• Supporting financial and compliance/legal efforts to ensure profitability is met.

Austin, Texas, Us

Owned short- and long-term strategic planning, performance reporting, and operational processes to precisely measure the impact of initiatives, identify opportunities for improvement, and drive greater operational rigor across the Job Seeker marketing team.• Led as the primary point-of-contact for cross-functional partners in product, strategy, finance, and business intelligence to track and execute integrated consumer marketing plans and standardize the reporting process.• Owned the compilation of program status, OKR and KPI automation and reporting, campaign performance updates and insights for executive-level presentations, and monthly operational business reviews.• Led budget planning, partnered with Finance in the investment reconciliation process, and worked with team leads to develop business cases for investment requirements.• Managed the reporting dashboards for campaign tracking, demand generation efforts, investment performance, and goal forecasting that guided strategic decisions and implemented optimization.

Phoenix, Arizona, Us

Drove the development and delivery of a fully integrated growth marketing and business development strategy with the goal of acquisition and retention, while supporting customer conversion, success, and product adoption efforts.• Consistently increased B2B and B2C acquisition with the largest week-over-week growth rate of +127%.• Oversaw the creation, implementation, monitoring, and adjustments of the website, social media channels, SEO tactics, marketing campaigns, and workflows that generate new leads and nurture existing users while guiding the day-to-day activities, performance, and direction of the marketing team in a Cross-functional Leadership position.• Implemented a Comms/PR strategy for new partnerships and product launches earning over 50 media placements and interviews with significant publications such as CNN, Forbes, and TechCrunch to increase brand awareness and improve website ranking/traffic.• Directed and supported the growth roadmap, product launches, acquisition, conversion, retention, automation, and reputation efforts.• Developed the lead generation strategy, promotion, and execution of large industry events, conferences, trade shows, partnerships, promotions, advertising efforts, and webinars.• Worked closely with the Founders, CEO, Sales, and Development teams enabling them to meet objectives by providing them with appropriate market research, go-to-market execution plans, performance evaluation strategies, and marketing materials.• Led the change management process transitioning the company from the previous CRM program to Salesforce.com to drive higher engagement, improved lead management, and greater teamwork visibility of integrated campaigns.

San Francisco, California, Us

Executed the marketing efforts to launch, integrate and improve Uber’s New Mobility program and division of products.• Generated, tested, scaled, and tracked marketing tactics to efficiently launch products in new markets and increase usage while exceeding awareness and safety goals.• Negotiated and established the deal structure, budget, go-to-market strategy, and execution of large-scale activations, strategic partnerships, and campaigns.• Presented marketing strategies, user data, profit and loss, and future initiatives to city officials.• Hired, trained, coached, and managed a team of 9 direct reports responsible for local events, community engagement, partnerships, and bringing regional campaigns to life on the ground.

San Francisco, California, Us

Managed strategic cross-functional marketing initiatives for Uber’s riders and drivers within the West Coast region.• Supervised the concept creation, development, project management, stakeholder alignment, agency engagement, and key performance measurement of each campaign.• Steered a wide range of projects, including large-scale events, research focus groups, business development partnerships, product positioning, customer retention, growth, engagement, and acquisition campaigns.• Oversaw the content, channel, and marketing strategy in business-driving verticals, such as product launches, compliance, safety, regulatory, rapid response, and marketplace.• Designated as the Uber for Business Program Manager, leading the Uber Events 2015 product launch and 2016 and 2017 Holiday initiatives for the United States/Canada cities, resulting in $1.2M in gross bookings and $284K in service fees.

Scottsdale, Arizona, Us

Developed and executed regional marketing campaigns and marketing communications for the Central and East Coast communities made up of over 100 properties.• Performed sales analysis of individual properties to determine and provide strategic marketing recommendations and training for community-level efforts to meet tenant retention, prospect growth, and sales revenue goals.• Trained and supported associates on marketing tactics, platforms, and outreach efforts to include social media channels, search engine optimization, pay-per-click advertising, creative design assets, paid media, and budget plans based on individual property needs.• Assisted with new community transitions by completing the brand development process, marketing plan execution, website content and design, and grand opening events.• Developed a weekly newsletter for all properties to gain new marketing knowledge and implement best practices, resulting in properties increasing performance by 80% through generating new leads from implementing new marketing efforts alone.

Tempe, Arizona, Us

Directed content creation for all marketing channels, including website content, email marketing, newsletters, advertising campaigns, social media marketing, press releases, contests, print, and mail materials, ensuring all communication and creative pieces represented the brand.• Collaborated with Research and Development and Sales teams to identify target markets and develop communication strategies that were consistent with brand guidelines and targeted to specific audiences effectively.• Saved the company more than $50K by effectively negotiating and maintaining relationships with outside vendors.• Advanced, executed, and measured integrated, multi-channel marketing strategies to increase brand awareness, generate and nurture leads, and support business development efforts, increasing website traffic by 75% within 1 year.

San Francisco, Ca, Us

Provided oversight for the full sales cycle of Yelp’s online advertising programs, including lead generation, market penetration, customer needs assessment, negotiation, closing, relationship management, and customer retention.• Aided in the development and launch of the ongoing Veteran-Trainee Development and Training Program.• Successfully generated more than $450K in multi-state advertisement revenue.• Recognized as the Top Performance Leader of the November 2011 Training Class.