Ana Vega Hester Email and Phone Number

Execute demand generation practices, particularly by creating paid campaign strategies to optimize marketing budgets and ensure positive ROAS. Analyze prospect activities, utilizing Salesforce and Marketo data for proper attribution and KPI measurement. Collaborate cross-functionally with various teams including sales, product, events, and content to execute full-funnel campaigns. Leverage various paid channels such as paid search, paid social, content syndication, and programmatic display to engage with target accounts and contacts. Plan and manage website enhancement projects from design to development to improve user experience, and implementing tracking mechanisms with tools like Google Tag Manager for Google Analytics 4 reporting.

As the digital marketing specialist, I managed marketing funnel operations by creating lead generation campaigns and warming strategies, enable remarketing efforts, and developing CRM workflows/sequences for business development representatives to execute. My position also covered internal brand marketing, which involved building landing pages to capture user information and first party data for audience growth. My daily duties required me to leverage paid search, social, and programmatic advertising platforms to create campaigns, evaluate performance, make optimizations, and develop reports. Additionally, I had tasked it upon myself to propose and implement new products for the sales team to include in marketing packages to ensure offers were up to date with the ever-changing digital marketing industry.

Acted as the media planner and buyer for more than ten (10) B2B clients at any given time. Worked with large budgets to build and execute media action plans. This process included, but was not limited to, purchasing ad placements with trade publications, launching paid search and display campaigns via Google Ads, and leveraging paid opportunities available on social media platforms (i.e. LinkedIn, Facebook). Regardless of the channel, each campaign implementation required working closely with accounts payable to ensure all costs that are charged to the agency are documented accurately and passed through to the client with proper markups.Additionally, the my position acted as a strategist with heavy involvement in the overall development of a client's marketing strategy. This required an understanding of best practices for web development, goal setting, and conversion tracking. By inserting myself during this stage, I played a large part later on when asked to interpret the data for a client's monthly report.

McNeely Pigott & Fox is a full-service public relations firm. As an intern, I worked closely with MP&F staff to gain a better understanding of what agency life is like. I attended client team meetings and assisted team leaders with assigned tasks. Some of my duties included writing press releases, developing social media content, building media lists and sharing my ideas of how MP&F could better serve its clients.

Platform Magazine is a competitive, selective student-run public relations publication. As the president of this organization, I am in charge of the renewal process and abiding by all university guidelines. I write blogs and articles for the magazine as well as edit other staff members' writing for AP Style, grammar and more. Along with being an editorial writer for Platform, I also am the director of the design team. The team constructs the layout of each blog and article before it is published. I lead the search for appropriate photos to incorporate with the topics and place them within the text. The selection and placement of each image is important because Platform Magazine strives to make each post appealing and an informational, fun read.

I lead a group of 17 members in the digital department while editing and approving social media plans for seven clients. In August of 2014, I dedicated many months to the research of one of our potential clients, NASCAR. After we defined the problem of why millennials do not watch NASCAR, my team created and pitched a two-month campaign plan to NASCAR's marketing team that Capstone Agency would implement for their company starting January 1, 2015. The pitch included a complete plans book, situation analysis, communication plan and a 15 minute presentation. In a previous semesters at Capstone Agency, I worked on rebranding one of our largest campaigns, LessThanUThink at UA. LessThanUThink is a student-generated, anti-binge drinking campaign that focuses on using humor to emphasize the negative social consequences of binge drinking. The campaign was first implemented at The University of Alabama in 2010. Because of the success LTUT received from its first launch, the students decided to take it nationwide. Since then, LTUT has implemented at schools across the nation and even in Argentia. Last year I was asked to help with the Orange Coast Community College campaign in California and assisted in implementations at the College of Mount Saint Joseph and University of Cincinnati.To learn more about LessThanUThink, visit LTUT.orgLessThanUThink paired up with Shaquille O’Neal to film a PSA that was featured inside the stadium at the BCS National Championship. To watch the PSA, click the link below!https://www.youtube.com/watch?v=5WjvC8-mOlg

My first semester as a member of Capstone Agency, I designed and ran our client’s websites and social media. I work mainly with the LessThanUThink campaign implementation in California at Orange Coast Community College. I participated in multiple conference calls with our contact at the school. After each phone call, I would make adjustments if need be to the social media plan created by myself and one other member of the digital team. Toward the end of the school year, I was asked to assist with the implementation of LTUT at The University of Cincinnati and College of Mount St. Joseph. I learned even though the campaign's message remained the same throughout each implementation, it is important to tailor to your client's needs and know that there will always be differences in what each client expects from our agency.

I was responsible for helping with special event coordination such as festivals, book signings, music showcases and receptions while working directly with the publicists at the office. My job was to help develop campaigns for local and regional markets. I did so by writing, distributing and following up on press releases and media alerts as needed. I constantly used professional communication by making follow-up calls to media outlets and radio stations. While at work, I assisted with press kit creation, client meetings, helped with PLA clients' social media and conducted PR/Marketing research.

Each day I faced a new task when I walked into work at The Bryant Conference Center. I created advertisements that are placed in the Tuscaloosa News newspaper, Tuscaloosa Bridal Directory, Tuscaloosa Chamber of Commerce and other news outlets. I communicated daily with other public relations, advertising and marketing professionals; therefore, gaining the experience to work in a professional environment after college. A popular client of the conference center is The Osher Lifelong Learning Institute. The program offers mature adults the opportunities to continue their education through classes, socials, fields trips and more. As a marketing student, I created many advertisements and contacted news outlets for proposals to make marketing plans in order to promote OLLI on a budget.

I met weekly with my directors and went over all work done during the previous week. In each meeting, we discussed upcoming events held by the Student Government Association. Once I was updated with what was expected of me for the next few weeks, I contacted our vice president of student affairs and discussed what our next steps would be in spreading the information with the student body. Our best options when wanting to connect with the student body was generally executed by hanging up posters and utilizing SGA social media accounts.

During my term I created a new chapter website that made it easier for visitors to operate. The new website was a huge transformation from our previous one. I designed the website with our target audience in mind (potential new members, families, and alumnae). The new website made it easier for visitors to operate and I continued to update throughout my year in office. Another duty I had was to create and mail out our chapter’s seasonal newsletter. The newsletter helped our chapter stay in contact with headquarters, parents, alumnae and more. Staying in constant contact with headquaters is crucial. I kept them up to date with our chapter's recent activities and while sending in pictures to be published in the To Dragma, our national magazine.My position entailed posting and keeping our social media sites updated and appealing to our viewers. Social media is always changing and with my previous experience in working with social media, I was able to keep up with the movement. For example, I created our sorority's Tumblr website within just a few a days. The page became a hit with our members and others outside of Alpha Omicron Pi. To visit the website I created, visit www.alabamaaoii.com.