Ashleigh Peltier Email & Phone Number

Duluth, Minnesota, United States

Greater Minneapolis-St. Paul Area

Greater Minneapolis-St. Paul Area

Hiawatha Rubber is a contract manufacturing business in the midst of an incredible strategic shift. They are hired by big brands and small businesses alike for their expertise in rubber chemistry, component design for extreme environments, robotics and automation, business modeling, manufacturing supply chain, and general flexible thinking. Mainsail Global, an extension of Hiawatha Rubber, creates green technology for wastewater treatment facilities. They create fine bubble aeration technology for specific wastewater treatment applications. During my brief time as Brand Manager, I laid the foundation for a sustainable strategic marketing program for these two brands. • Marketing Planning: Audited existing brand presence, conducted in-person meetings with engineers, chemists, technologists and branding/advertising agency, and conducted customer research to develop an intimate understanding of both brands. Leveraged brand knowledge and understanding of business goals to develop an annual marketing plan, budget, and road-map for success tied to specific outcomes. • Website Management: Implemented analytics tools, sent monthly performance reports tied to key objectives, and training staff on Google Analytics reporting for ongoing use. Conducted a comprehensive website content and navigation audit, including SEO strategy and usability testing, to write a proposal for a major website update to increase visibility, usability, and facilitate maintenance. Worked with agency to negotiate an acceptable scope and budget and delivered a content proposal to management.• Visibility Campaign: Thoroughly researched industry directories and negotiated contracts with four finalists to increase brand visibility. Increased inbound inquiries from referral sites by 105% in 30 days, resulting in 5 promising inquiries being considered for new business at the time of my departure. • Collateral Design: Produced various print materials, infographics, and other marketing content.

Consult on communications strategy and contribute to the blog on a part-time basis. Introduced content calendar, measurement processes, and standards for multimedia use to a nonprofit with high turnover on its writing team.

Greater Minneapolis-St. Paul Area

Summary: Manage all aspects of marketing and communications strategy for growing software company, including budgeting, hiring, goal setting, team management, planning, creating, and evaluating content. • Digital Communications: Set goals, create materials, and measure impact for all internal and external channels with a multimedia focus. Responsible for strategy and content for blog, websites, email newsletters and campaigns, social media, video, and media relations for two brands. Resulted in new customer growth and smooth resolution of public-facing crises.• Social Responsibility: Envisioned, created, launched, and oversee Apps for Aid: a program for donation, financial support, and custom development of applications to facilitate access to language education around the world. Focus on multimedia storytelling brings product understanding to new customers and brings credibility and leadership to brand positioning. • Leadership: Identified opportunity for a new online dictionary product to improve conversion and retention rates for 80% of existing traffic. Designed more effective product model and served as project manager with external web developers to create new product. In first 60 days: 17.7% more pageviews, 14% more entrances, and 2% fewer bounces.• Blog Launch: Designed company blog as new content hub while reworking other communications channels, including social media and email, to support a more effective content marketing system. Responsible for all content planning, creation, measurement and reporting. In first 5 months: 15k avg pageviews/month, #12 top referrer to website, #2 referrer to App Store. Customer engagement and awareness among new audiences increased by 20% per campaign participation and new visitor metrics. • Marketing Campaigns: Created a dependable system for monthly campaigns which used minimal resources to increase net revenue by 5% every month. These events resulted in a total $25,000 additional net revenue in Q1-Q3 2012.

Greater Minneapolis-St. Paul Area

Summary: Entered a company with no existing marketing programs in place and built a highly effective department from the ground up, with minimal staff and budget resources, by setting specific goals and creating processes to achieve them. • Product Launches: Designed and executed product launch processes to maximize sales of mobile apps and desktop software. Set department requirements for strategic communications and channel management, based on thorough customer research, with a multi-point system for measurement, analysis, and improvement on a quarterly basis. • Leadership and Project Management: Created and managed an intern program to serve as a talent pipeline for the company. Recruited, hired, designed project-based positions, and provided clear guidance to ensure successful completion of marketing objectives with 15-20 interns per year.• Website Management: Determined content strategy and worked directly with developers to create effective websites for several brands. Wrote and oversaw the localization of all content, prioritized, budgeted for, and coordinated both improvements and additions, and measured changes in web analytics over time. • Market Research: Developed a multi-point market research program using limited resources to inform product development and marketing strategy. Branches included an in-house customer insight database and reporting system, buyer profiles based on web analytics and sales data, and ongoing product usability testing. • Marketing Communications: Built relationships with influencers in traditional and social media, within sales channels, and among our customer base to increase awareness of our brands and products among target users.

London, United Kingdom

• Marketing Communications: Wrote releases and articles for clients in the housing and financial industries which were published in national papers and trade magazines including Estate Agency Times, Observer, and Oxford Mail.• Media Relations: Contacted journalists to negotiate releases and provide additional materials to increase press coverage.• Research: Gathered and analyzed information to ensure successfully written press releases and articles.

Greater Minneapolis-St. Paul Area

• Wrote and edited materials for print and web-based communication including press releases, newsletters, web copy, direct mailers, event materials, and other materials to communicate key messages.• Developed and documented a training strategy for incoming volunteers which led to a successful volunteer-executed client development program.• Promoted services to new and existing clients by using InDesign and Photoshop to re-design promotional materials for 18-20 unique services to align with new brand identity.

Greater Minneapolis-St. Paul Area

• Planned and executed all aspects of a Bastille Day fund-raising event with a zero-dollar budget, generating a net revenue of $2200. Recruited, trained, and supervised volunteer team for day-of event success.• Delegated work to two Marketing Interns, assigning tasks to meet promotional and strategic goals.• Designed and proposed paid event planning internship, including a budget with salary, additional costs and goals. Reviewed proposal with management to negotiate a successful acceptance.

Greater Minneapolis-St. Paul Area

• Created vendor directory to manage event costs and to establish partnerships with local businesses. • Created rolling three-year calendar of events, categorized by department, critical to the marketing plan.• Created spreadsheet of AFMSP events since 2005 for grant-writing purposes, tracking attendance and profit/loss information as well as event partners and marketing efforts. • Oversaw the recruitment and hiring process for two incoming interns, including development and execution of interview and training materials.

• Selected and trained 30 volunteers for two key events: a book signing and dinner and an annual golf fund-raiser with a $10k goal. Assessed volunteer strengths to ensure appropriate placement.• Created volunteer schedules and assignments for events, trained volunteers in their event responsibilities, and directly supervised volunteers during events, meeting all goals set by Director of Volunteers.• Streamlined the volunteer management activities by developing a digital filing system.

Greater Minneapolis-St. Paul Area

• Implemented NSW Leader training by planning and facilitating 3 hour weekly meetings as well as a 9 hour on campus NSW Leader retreat for a group of 15 NSW Leaders.• Oversaw New Student Weekend by supervising 15 Leaders and 150 incoming freshmen to ensure a healthy and fluid transition to the University of Minnesota.

Mini Mba, Non-Profit/Public/Organizational Management

Ba, Strategic Communication

Activities and Societies: Student Representative to the School of Journalism & Mass Communication Undergraduate Affairs Committee.