Amy Andersen Email & Phone Number

Grand Rapids, Mi, Us

Gainesville, Fl, Us

As the first product marketing function for the company, I’m laying the foundation for a strategy that drives growth and impact. My focus is on positioning products/services for success, enabling teams, and meeting the needs of customers and the market.• Master Framework Development: Developed comprehensive strategic framework to guide product marketing efforts, ensuring alignment across teams and consistent execution towards business goals.• Positioning & Messaging: Crafted compelling product positioning and messaging that resonates with target audiences.• Persona Development: Created and refined detailed customer personas to guide product positioning, messaging, and marketing strategies. • Sales Enablement: Created tools and training that empower sales teams to effectively communicate product value• Go-to-Market Strategy: Lead go-to-market plans, including product/service launches and promotional campaigns.• Cross-Functional Collaboration: Align with product, sales, and customer success teams to ensure cohesive strategy and execution.• Customer Insights: Gather feedback to inform product development and marketing efforts.• Market Analysis: Conduct market research to identify trends, customer needs, and opportunities.

Indianapolis, In, Us

• Owned and developed positioning and messaging for B2B2C product and features, by conducting in-depth market research, customer interviews, and competitive analysis, resulting in differentiation in the market and driving increased customer engagement, loyalty, and growth, fueling more than $1 billion growth in revenue through the mobile app and website platform. • Implemented Go-to-Market (GTM) strategy, encompassing brand marketing, sales enablement, customer success, and targeted marketing initiatives, exceeding the goal of augmenting user engagement and strengthening customer retention through an innovative gamification loyalty feature. • Developed personas through extensive market segmentation and customer profiling, while championing the voice of the customer which enhanced the overall customer experience and served as input to positioning and messaging. • Conducted customer research through focus groups, personal interviews, and user testing which led to improved positioning, fueling 20% revenue upswing within one month. • Developed multi-channel customer experience strategies by doing user journey mapping and analyzing customer feedback to deliver high-quality messaging that effectively communicated the value of new or enhanced functionality. This strategic approach resulted in a remarkable 76% increase in adoption. • Designed and executed targeted B2C and B2B strategic campaigns throughout the customer engagement journey, spanning onboarding, email, SMS, in-app messaging, push notifications, blog content, and social media channels, resulting in a 10% year-over-year increase in revenue by attracting and retaining partners and customers.

Morpeth, Northumberland, Gb

• Led customer-centric multi-channel lifecycle marketing strategies focused on enhancing user experiences and revenue generation.• Designed and executed a strategic digital marketing campaign that achieved a year-over-year client revenue growth of 1400%, with online revenue. • Generated over 10% of revenue from email marketing campaigns as compared to general website revenues by doubling the extent of average gifts through customer marketing journey lifecycles. • Utilized customer insights and data analysis to drive content strategy initiatives, collaborating across functions with design teams and media agency partners, yielding a 20% enhancement in content quality and effectiveness• Oversaw digital campaigns targeting online donor acquisition, cultivation, retention, and upgrades.• Served as a copywriter and creative lead, shaping campaign materials and digital assets.• Provided strategic direction for A/B testing, digital media, and social media initiatives.• Evaluated client performance reports, identified emerging trends, and presented growth opportunities.• Communicated data analysis reports via email systems, Google Analytics, and Salesforce Marketing Cloud.• Led the highly successful marketing campaign, achieving a remarkable 1400% growth and a 3% YoY improvement, surpassing the industry average of a 20% loss.

Allendale, Mi, Us

• Led innovative, human-centric capital marketing campaign from inception to completion, focusing on donor engagement, retention, and upgrades at every stage of the donor journey.• Utilized strategies such as content development, predictive modeling, retargeting, and effective stewardship and retention efforts.• Developed customized high-touch and low-touch donor programs tailored to distinct donor lifecycle stages.• Developed and executed strategic campaigns derived from brand awareness, customer advocacy, and retention.• Spearheaded cross-functional strategies that consistently surpassed industry averages by 200-300% throughout the donor lifecycle.• Played a key leadership role in exceeding capital campaign goals by an impressive 70%.• Developed and executed comprehensive marketing plans, managing media relations, curating web content, and driving donor engagement at various lifecycle stages.• Established targeted donor personas grounded in data-backed research to guide lifecycle marketing efforts.• Provided oversight for editorial direction and supported media relations initiatives.• Effectively managed a team of five professionals, including copywriters, designers, project managers, and videographers, ensuring the seamless execution of lifecycle marketing strategies.• Developed product adoption and sales enablement of the next generation of B2B and B2C industry-leading online programs, including undergraduate and graduate degrees, certificates, and alternative credentials. • Co-led capital campaign that exceeded revenue goals by 70%, achieving this by assuming full control of go-to-market strategies, customer marketing, copywriting, storytelling, and creative brand development, while simultaneously leading a team and collaborating cross-functionally.

• Elevated awareness and strengthened membership growth through strategic marketing and sales plans in both B2B and B2C models.• Increased online membership growth via targeted product and customer marketing plan execution.• Oversaw projects from conceptualization to successful completion, including online promotions, SEO campaigns, and results analysis.• Effectively managed various social media marketing tools, including Facebook, Twitter, YouTube, blogs, and electronic surveying tools.• Ensured website currency and relevance through regular updates and content management using a content management system.• Planned and executed promotional events, workshops, and Annual Leadership Conventions to enhance CSI's audience engagement.• Led and managed a team of four specialists to implement marketing strategies and initiatives effectively.

• Developed a deep understanding of target audience by creating detailed personas and tailoring marketing approaches to address their unique needs, pain points, and preferences.• Built strong, lasting relationships with key stakeholders, influencers, and customers. For B2B, this involved personalized communication and thought leadership. In the B2C space, focus was on delivering a user-centric experience and engaging with customers through social media and influencers.• Created and owned high-quality content, messaging, and positioning that showcased value of the products.

Boulder, Co, Us

• Developed data-driven marketing campaigns resulting in a 15% increase in student enrollment.• Collaborated closely with the district's leadership team to maintain consistent branding and messaging standards across all communications.• Implemented email automation to improve parent communication efficiency, leading to a 25% increase in newsletter subscribers.• Demonstrated a commitment to staying ahead of educational technology trends through regular market research, evident in customer and product marketing efforts.

Holland, Michigan, Us

• Created and executed targeted marketing campaigns by leveraging data-driven strategies, market research, and student enrollment data analysis.• Worked closely with district leadership to ensure a consistent brand identity through meticulous monitoring of messaging standards and branding elements in all marketing communications.• Implemented automated email systems, enhancing parent communication efficiency, and driving a 25% surge in newsletter subscribers through personalized and timely messages.• Stayed ahead of educational technology trends by regularly conducting market research and integrating these insights into customer marketing and product marketing strategies.• Harnessed social media analytics to refine online presence, engage with the community, and improve marketing strategies.• Fostered strategic partnerships with the local community, enhancing online engagement and outreach efforts.• Managed advertising budgets effectively, optimizing spending for maximum impact on enrollment growth.• Increased website traffic by deploying content marketing strategies that resonated with the target audience.• Enhanced event attendance through personalized communication strategies, tailoring messaging to specific audiences.• Regularly assessed and reported on the ROI of marketing initiatives, ensuring data-driven decision-making and resource allocation for continuous improvement.

Education record

Marketing And Communications, Marketing, Communications