Ashley Mortimer Email & Phone Number

Madison, Wisconsin, United States

• Web Strategy Expertise: Realigned user personas by creating an in-depth testing plan and managed stakeholder expectations.• Driving Growth: Owned comprehensive enterprise lifecycle marketing initiatives, optimizing the customer journey and implementing cross-functional strategies to boost customer retention and enhance brand engagement.• Customer Centricity: Defined and implemented retention strategies across physical, digital, and organic channels to drive engagement and lifetime value. Focused on a customer-centric approach to customer account management, significantly reducing customer service calls and operational costs.• User Experience Optimization: Leveraged exceptional communication skills to facilitate effective dialogue between departments, enhancing overall company efficiency. Aligned creative efforts with business objectives, driving brand awareness and customer engagement across print and digital channels.• Digital Ecosystem Web Development & Strategic Planning: Developed and integrated a unified digital ecosystem, aligning marketing efforts with core brand objectives and creating a seamless customer-centric experience. • CRM Marketing Organizational Alignment: Led a cross-functional team during CRM marketing implementations, ensuring effective communication between technical and functional teams to deliver solutions aligned with organizational goals and customer needs.• Product Launch Initiatives & Enterprise Transformation: Spearheaded initiatives to enhance customer experience, streamline backend efficiency, and reduce costs by implementing improvements across people, processes, and technology. • Website Analytics & Data-Driven Insights: Built measurement frameworks to identify opportunities, quantify impact, and derive actionable insights. Led customer success strategies through in-depth market analysis using tools like Salesforce and Google Analytics, providing comprehensive reports to stakeholders and executive sponsors.

Wisconsin, United States

Accountable for the of short-term and long-term vision, strategy, roadmap, and overall direction for the digital customer experience for a direct-to-consumer auto and home quoting application. Focusing is on creating a seamless and personalized experience that drives acquisition, retention, and loyalty, while aligning with the overall business objectives and driving measurable results.- Led the development and execution of omnichannel strategies, fostering a connected customer experience. Achieved seamless interactions across touchpoints, enhancing upper funnel awareness and lowering funnel engagement through improved marketing automation.- Go-To-Market Leadership: Executed holistic go-to-market strategies aligned with overarching business objectives. - SEO and Paid Media Messaging Synergy: Achieved a seamless alignment of SEO and paid media messaging, improving online visibility and maximizing campaign impact. Successfully increased yearly budgets based on a proven track record.- Scalable Email Program Management: Drove strategy of an expansive email program, consistently delivering a high volume of emails annually. Ensured the seamless execution of numerous campaigns, maintaining efficiency and effectiveness at scale.- Personalized Customer Journeys: Championed the development of highly personalized customer journeys, segmenting customer profiles for tailored messaging and user experiences.- Cohesive Digital Landscape & Agency Management: Dedicated to creating a cohesive and seamless digital landscape through effective agency collaboration. - Data-Driven: Leveraged various tools to identify patterns informing marketing strategy and tracked customer interactions to optimize marketing efforts.

Madison, Wisconsin, United States

Collaborated with product, sales, state managers, internal partners, and agents to increase their understanding of how local marketing can attract new customers, increase loyalty, and drive retention for over 2,300 locations. I developed and led the digital strategy and execution for agent websites, SEM, directory listings, search engine optimization (SEO), text messaging, and channel expansion. ● Regularly presented to large agent conferences on the impact of digital marketing on their business. I provided actionable insights and best practices to help agents optimize their local marketing efforts and leverage digital channels to attract new customers and increase loyalty.● Conducted extensive user research to gain a deep understanding of customer needs and pain points. Worked closely with the development team to ensure designs were implemented effectively and efficiently, provided ongoing feedback and guidance to ensure that the end product met the high standards for quality and usability.● Utilized a combination of design thinking and lean principles to build enhancements quickly, validate them with customers, and iterate rapidly. Established processes for collecting feedback from users, analyzing data and making improvements to the product based on what was learned.● Proactively looked for opportunities to standardize, simplify and automate processes to improve performance and efficiency. Made recommendations to senior leadership regarding risk mitigation and process improvement.● Ensured that digital enhancements were validated with customers and iterated rapidly, establishing processes for collecting feedback from users throughout the product development lifecycle. This included conducting user testing, analyzing usage data, and soliciting feedback through surveys and other channels. Based on this feedback, I would put into place user experience improvements or expanded functionality.

Madison, Wisconsin Area

I develop a comprehensive SEO strategy that included keyword research, on-page and off-page optimization, link building, and technical SEO. I ensured that the work was aligned with the overall marketing objectives. I tracked and analyzed key SEO metrics and made adjustments to the strategy as needed to achieve results.● Engaged and closely collaborated with web developers and IT teams to drive initiatives for best user experience, clean site architecture taxonomy and content, impacting rankings of category keywords in organic search results.● Successfully onboarded and managed an SEO agency to optimize the organization's search engine rankings and drive organic traffic to the website.● Created and implemented American Family’s content roadmap, primarily focusing on AmFam.com, quick wins and educating internal partners on best practices. ● Continually identifying ways to increase SEO reach through partnerships with media (paid search, display), social teams, and PR. Showing the value of SEO to their KPIs. ● Partner with internal technical teams to understand and influence enterprise technology ● Execute projects to exceed quality standards, on time and on budget.● Manage SEO and web content experience (desktop, mobile and app) of site visitors, effectively funneling and nurturing new business leads. ● Function as the SEO subject matter expert by providing ongoing input to internal business partners regarding best practices, with a goal of increasing traffic, leads and ultimately revenue.● Research, recommend and implement optimizations to improve organic search rankings for new and existing content in order to improve the customer experience and increase revenue.● Identify trends and insights based internal and external metrics to ensure content is being development based on demand. ● Work closely with marketing, UX and architecture teams to implement white-hat SEO best practices.

Belleville, Wi

• Recommend new ideas and innovations to grow and improve both paid and organic search performance; driven from research, competitive intelligence and analytics• Through research, competitive intelligence and analytics, recommend new ideas and innovations to grow and improve paid and organic search performance. • Manage ecommerce paid search program, optimizing program to ROI, including text ads, product listing ads, retargeting banners, Facebook ads, and other customer acquisition channels • Responsible for monthly revenue, media forecasting, budget tracking, ROI and other key metrics• Proactively make strategic paid advertising campaign recommendations• Utilize bid management tools and data modeling to maximize the effectiveness of paid advertising campaigns• Prepare, analyze and present analytical reports for executive management and key stakeholders. • Work with development to optimize landing pages for search engine quality score• Develop and execute a comprehensive, multi-year strategy and roadmap incorporating SEO/SEM, marketing database, email, social media and display advertising campaigns.• Proactively drive A/B and multi-variate testing, partnering with marketing analytics, merchandising and creative teams• Responsible for monthly revenue, media forecasting, budget tracking, and other key metrics.• Interface with Business Managers, Merchandisers, Product Development, Accounting, Creative and Technology teams to ensure all needs are being met and that Marketing department is on track to hit forecast• Conduct keyword/audience research and for pay-per-click campaigns• Prepare, analyze and present analytical reports for review by executive management team• Recommend site promotions and content updates based on past performances and trends • Manage on-page and off-page SEO optimizations in order to increase traffic and revenue.• Identify new opportunities and recommendations for improving organic search rankings

Madison, Wisconsin Area

• Developed, deployed and monitored online marketing campaigns • Formulate and establish campaign metrics and optimization strategies for various branded and unbranded consumer campaigns such as amfam.com. teensafedriver.com, longlivedreams.com, and amfambusinessaccelerator.com• Created, implemented, tracked, analyzed and optimized paid search campaigns• Gather strategic insights to guide the redesign of www.amfam.com to improve organic rankings• Recommend SEO refinements to continually maximum the web presence • Managed relationship with outside Vendors (Omniture, Search Center, Conductor, Google Analytics, Bari Clicks, and others)• Present key analytics findings and solutions to directors and managers• Conduct competitor and keyword research to develop a plan to increase traffic to the amfam.com• Develop highly-targeting pay per click (PPC) campaigns in competitive markets • Utilize compelling ad copy, Google AdWords editor, A/B testing, exact, phrase vs. broad matching, day-parting, negative keywords, ect. to optimize campaigns

Madison, Wisconsin Area

• Identified marketing opportunities then developed and implemented campaigns to support service line growth• Analyzed campaign results and trends to identify growth opportunities • Assisted in setting client goals, campaign objectives and budgets• Proofread external and internal marketing collateral for accuracy, style and adherence to brand standards• Lead brainstorming sessions where we discussed ways to build client relationships and future marketing initiatives • Worked with some of the largest hospital systems throughout the country• Coordinated writers, designers, and press operators to ensure campaigns are on time and up to brand standards

Chicago, Illinois, United States

* Assisted in the development and execution of marketing campaigns for diverse clients, focusing on creative content and targeted audience engagement.* Collaborated with cross-functional teams to create compelling advertising materials that align with client objectives and brand guidelines.* Conducted market research to gather insights on industry trends and consumer behavior, enhancing the effectiveness of campaign planning and execution.* Supported the creation and management of print marketing campaigns, including print production and call/buy through analysis to improve campaign performance. * Participated in brainstorming sessions to generate innovative ideas for advertising strategies, contributing to successful client pitches and proposals.