Responsible for all budget-supported media efforts for the organization. Main goal of driving new member acquisition. Used digital, offline, advertorial, and sponsorships to build brand and drive acquisitions.Built media plan for launching our Business Banking division in August 2022. Tactics included high impact signage in Center City Philadelphia, King of Prussia, and Lancaster (signage on I-676 and I-95, street level LED, double-bus wraps, and car wraps), print in local and national publications, digital sponsorships, and interviews with local media.Built a formal Test and Learn process with the marketing team. Created an acronym which guided us, REDS; Reportable, Execution, Documented, and Shareable. This process has been a success, and become a must-read of learnings in company quarterly business reports.Identified gaps in attribution, overall and specifically related to media. Instrumental in cross-departmental group to work towards solutions to provide more insight of our incoming traffic.

Responsible for all marketing and sales activities of the organization. Primary focus of generating and nurturing leads. Developed benchmarks from previous marketing efforts and developed KPI's for new marketing efforts. Improved lead generation of existing form fills by 150%, and reduced cost per lead acquisition by 80%.Developed content for all channels. Content and channels include website, blog, email blasts, social posts, paid search, enewsletter, affiliate listings, training videos, content videos, collateral, and sales presentations. Brought activities of outsourced call center internally and built sales department. Led hiring process for organization's sales staff.Developed strategies for product launches and the marketing supporting the launches. Marketing efforts include website launch, automated email campaigns, SEM, and social media.Using a CRM, developed workflows and automated email campaigns nurturing groups of offline leads.Performed website SEO audit finding ways to improve search performance.

Developed campaign workflows and automated email campaigns across various customer touchpoints. Automated responses for numerous customer touchpoints and developed many revenue-producing lead nurture campaigns. Additional responsibilities included paid search, social media, sponsorships, and webinars.

Supervisor of paid search campaigns across certification acquisition, membership acquisition and retention, event registration, online course registration, and podcast marketing.Project managed the creation and launch of the company's first foray into podcasting. Worked with the company's content and media teams on creating the actual spots. Worked with the company's web development and analytics team for the newly created podcast section of their website to track engagements. Created and executed a marketing plan that included paid, owned, and earned media. Reviewed paid media plans for multiple marketing departments. Improved campaign targeting to better reach audiences and reduce waste of campaign spend. Managed international acquisition marketing efforts across owned media. Efforts included website content, SEO, and social media.

Managed digital buys totaling over $20MM a year in client budget. Digital channels included Display, Online Video, Online Audio, Rich Media, Social, Email, Programmatic, Mobile. Managed campaign pixels for ad retargeting, and campaign attribution (leads and revenue).Results included reducing cost per clicks by 50%, and growing established social brands by 12%. Successful digital campaigns led clients to invest more into digital media and budgets increased 30% year over year. Managed a team of six digital media buyers, including three direct reports. Previously the team included a pair of digital billers. Pleased to promote seven team members, including one to team lead.Additional Achievements Include:Led negotiations and finalized rate cards with local media vendors - local TV, print, cable, online.Developed a process to evaluate vendors which effectively identifies the vendors that best meet our business needs. My process quickly identifies which vendors provide value above our current solutions.Identified need for new hire process for digital department. Developed list of topics to cover for new hires and is now cornerstone of new hire orientation. This process has become model for whole company. Serving as a Subject Matter Expert in areas of:Converged Media BuyingProgrammatic BuyingPreferred Vendor PartnershipsAd NetworksDigital VideoCreative Specs

Internet Broadcasting (now Lakana) since 1996 was at the confluence of technology, digital agency, and local media. Starting as an Account/Project Manager executing digital campaigns for local TV stations, my responsibilities grew from Local Sales to National Sales to Paid Search & Programmatic Display Ad Buying.Built paid search operations so our clients (media companies) could offer paid search at scale across all of their media properties. Managed a team of four for campaign execution. Paid search results include a 75% client renewal rate. Campaign success include 1,400% lift in conversion rate, 61% decrease in cost per call, and 55% decrease in cost per click.Rebuilt and rebranded our programmatic buying operations into Audience Everywhere. Added capabilities so we may accurately reach the target audience everywhere. Targeting capabilities included retargeting, contextual, behavioral and demographic targeting across display, mobile, and video. Started as a hybrid account manager and project manager. Managed over $5.5MM in yearly digital advertising revenue. Used Doubleclick to schedule and optimize these campaigns in reaching their contracted goals.ADDITIONAL RESPONSIBILITY:Co-founded our Ad Innovation Committee. Developed the ad intake process for development of new ads. Scoped new ad ideas. Created marketing materials for external customers, and technical documents so internal customers can execute the new ads. Revenue from innovative ads exceeded $3.5 million per year.Flagship Innovative Ad was the IB Hover Ad (now with several brand extensions that accommodate Video and Click to Print Coupons). Ads were an instant success achieving between 3-4% CTR and far surpassing other rich media ads in the industry. Press of this ad includes:http://www.clickz.com/clickz/column/1741920/expanding-ads-grow http://www.bizreport.com/2010/04/internet_broadcasting_hovers_ads.html

Proud Achievements:1) Developed membership renewal marketing plan. Results included double-digit membership growth, expedited cash flow by 30 days, improved ROI by using email marketing as first points of contact.2) Developed membership portion of the CEO's annual presentation to the board of directors.Main Responsibilities:Developed the "Seven Points of Contact" membership communications plan. The seven points utilized cross-channel direct marketing methods to encourage membership renewals. Communication frequency was increased to ensure message was received. Renewal communication was sent earlier to improve cash flow. Email communication (used Constant Contact) was sent first to lower cost per renewal. Other techniques included magazine cover wraps, and direct mail.Developed the State of Membership segment for the CEO’s annual presentation to the Board of Directors. Presentation bullet-points included year-over-year increased membership, increased paid dues, increased cash flow, and increased communication to members.Managed staff in direct marketing operations including development of direct mail pieces and processing of membership renewals received via mail.

While peers were learning golf, I chose poker. This period heavily focused on No Limit Hold 'Em, sprinkled with some Spread Limit Seven Card Stud.Skills refined that apply to business:Detecting patterns and calculate/influence future action of others, making decisions with incomplete information, analyze non-verbal communication.

Directed the merchandise licensing program as the team transitioned from NIFL to af2. Ensured merchandise vendors were authorized to sell league apparel and properly used the team’s logos.Maximized preseason opportunities to sell merchandise. This has resulted in leading the league in merchandise sales by 250% over the second best selling team.Managed sales team that sold corporate sponsorships for team revenue and bartered for goods and services to defray team costs.

Market and get out the vote throughout Philadelphia so turnout for Kerry-Edwards in the city would carry the state. Biggest event we marketed was the Kerry-Clinton Rally in Philadelphia (the first public appearance by President Clinton after his heart procedure). Exceeded anticipated attendance of 80,000 with 120,000. Election Day responsibilities included directing van drivers, visibility, and canvassing volunteers within a selected ward.

Member of inaugural season office staff for Jon Bon Jovi's first venture into professional team ownership tasked with servicing corporate sponsorships.Proud Achievements:1) Established team's brand in a crowded Philadelphia sports marketplace. Results included every game selling out, and led the league in attendance, merchandise sales, sponsorship sales, and ticket sales.2) Developed team's sponsorship tracking practices, media trafficking schedules, and vendor relationships essential for sponsorship fulfillment. All of this was done in a shortened off-season. Main Responsibilities:Fulfilled all Sponsorship contractual deliverables for eighty local team partners totaling over four million dollars. Areas of fulfillment included TV, radio, internet, print, arena signage, promotions, and hospitality.Qualified, interviewed, hired, managed, and performance reviewed staff for the marketing department. Provided them responsibilities in the office, community relations responsibilities, and promotion responsibilities during gamedays.Developed branding campaign with marketing agency. Results included selling out every game, leading the league in attendance, and leading the league in merchandise sales.

Proud Achievements:1) Started as intern to convince team that centralizing sponsorship activation to a fulfillment-only position would increase the bottom line. After a month, I was brought on full-time.2) Focus on sponsorship fulfillment improved efficiency and sponsorship revenue increased from $350,000 to $650,000.3) In addition to increasing closed revenue, my efforts increased payments received. I worked with the parent company's accounting department. I discovered they were only sending invoices and not including running balances. This change in operations improved payments received.4) Created the following Strategic Plans for the 2004 season, Pricing of Sponsorship Ads, Marketing Communications, and Partnership Fulfillment Services.Main Responsibilities:Created new methods to track available inventory and ensure clients received all sponsorship elements. Achievements included greater efficiency and reliability with the team’s marketing department.Managed college interns (undergraduate and graduate) for the sales and marketing department. Provided them responsibilities in the office, and during gamedays. Steadily increased the participation for the team’s networking event, Coach’s Corner, throughout the year.

Executed dynamic partnerships so the team in the league's third smallest market can stay competitive.Fulfilled corporate contractual elements in areas of premium seating, game presentation promotions, and community relations. Coordinated Junior Press Conferences involving local schools, students, and the sponsoring grocery chain (one of the team’s major sponsors) where the students asked a current player various questions with highlights of the event appearing on buffalobills.com. Participated in the planning and execution of the team’s biggest presentation ever, the retirement of Jim Kelly’s uniform number during halftime.

Worked with new leadership (and remaining professionals) to better market Canisius College.Produced and directed game operations for all home games highlighted by the Western New York Dunn Tire Hockey Challenge. Coordinated all efforts between the two schools, the neutral site hockey arena, and game sponsor in all areas including marketing, media relations, and game day presentation. Developed new ticket pricing structure, and succeeded in increasing ticket revenue and continuing the annual sellout streak. Developed the inaugural fundraising Blue and Gold call weeks. Our $80 average donation exceeded our script’s $75 first ask.Introduced the new idea to replace traditional game programs. Also developed the pricing model and subsequently sold the advertising, exceeding goals by 40%.

Providing marketing consultation to SMB clients. Expertise in creating marketing plans, Google and Bing paid search, copy writing, managing direct mail pieces and email blasts, branding, and internet display advertising.

Worked with new leadership to better market Niagara University Athletics.Developed relationships with local groups to increase attendance. Lead group sales efforts for men’s and women’s hockey. Eighteen groups made a total of twenty-four appearances. Results included the first ever sellout in the history of Dwyer Arena and three total sellouts that year.Developed direct marketing campaign utilizing information from fan contests and participating groups. Results included the highest single game attendance record for women’s hockey.

Chose a smaller organization for my entry into sports so I would be exposed to hands-on opportunities and responsibilities of wearing many hats.Utilized education from Marketing Research class during the preceeding semester to develop, analyze, and formulate conclusions on the team's inaugural fan feedback survey.