Program Manager on the Ecosystem—Technology Partner Ops and Program teamCo-Lead—Diversity, Equity & Inclusion Committee

Manager on the Ecosystem—Service Partners team / Mailchimp & Co

THE HEY BELTRAN! DIFFERENCENo matter where you are in your journey online, you deserve a partner who has the digital marketing experience, knowledge and maturity to help you achieve success. You know digital marketing is powerful—websites, SEO, email, Google Ads, Facebook, Instagram, content like blogs and videos, online reviews—these are vehicles that can drive real revenue for your business, but they require time, energy and experience to manage. Chances are you understand how powerful these things are and you keep meaning to get around to doing them but there’s either not enough time in your busy day or you’ve never managed a digital campaign before. HEY BELTRAN! was created to meet the unique marketing needs of the Atlanta business owner, taking the burden of digital strategy and marketing off your plate and onto mine. I am deeply passionate (read: obsessed) about all things digital and my purpose is to help as many of you as I possibly can achieve your business goals doing the thing I’m craziest about.

Winner, 2018 Best of Clarkston—Auto Repair ShopWinner, 2019 Best of Clarkston—Auto Repair ShopWinner, 2020 Best of Clarkston—Auto Repair Shop

As a Key Leader, I am responsible for facilitating the Educator experience, creating outstanding guest experience through authentic connection, and overseeing all operations of the retail floor. As the In-Store Training Specialist for the Ponce City Market location, I am responsible for the Educator hiring process as well as on-boarding once Educators are hired. I am the store expert in our Educator Retail Training Program. I train and support program mentors for Educator practice shifts and provide accountability support for all new hires and ensure all components of training are completed.

As Director of Marketing, I am responsible for the strategy and performance of all of KEH Camera’s offline and online marketing programs—events & trade shows, mailers, search engine marketing and optimization, content marketing, affiliate, email, programmatic display and social media. I drive all of these programs towards attainment of targets defined in the KEH annual operating plan. I am also an owner of KEH.com and am responsible for growing usage, online transactions and revenue.Under my leadership, the KEH marketing team achieved the following in 2018—• 5% growth of KEH.com users Y/Y;• 5% online conversion rate improvement Y/Y;• 6% growth in online transactions Y/Y;• 5% keh.com revenue growth Y/Y.I co-led the launch of the redesigned KEH.com and was responsible for all front-facing elements such such as overall design, navigation, content and on-site blog.

105% attainment of personal sales quota; growth through formulation and execution of sales strategy for top-tier Bing Ads customers during the first year in a sales role.Winner, 2017 East Region Pitch-Off AwardInvited Speaker, 2017 BKV Client Summit, "The Future of Search"• Established, built and maintained strong strategic relationships to ensure pitched solutions met customer goals— • Bing Shopping (Product Listing Ads and Local Inventory Ads) for all online retailers to incrementally increase sales; • Offline Attribution with LiveRamp pilot opportunity for selected customers to quantify Bing Ads’ impact on offline consumer purchase activity and role in customer purchase journey; • Bing Ads Universal Event Tracking to launch retargeting campaigns and provide insight into program performance.• Ideated with Microsoft engineering and product teams to develop comprehensive solutions to customer challenges— • Developed automotive insights dashboard to understand luxury sedan sales slide; • On-boarded and maintained major non-profit's Bing for Impact enrollment, a grant program for non-profit organizations.• Evangelized Bing Ads’ quality over quantity value proposition to agencies and direct client partners;• Led Internal cross-group collaboration, enabling quick response and delivery of turnkey customer solutions;• Maintained expert-level understanding of the online landscape and trends influencing the marketplace such as personal digital assistants, online/offline attribution, artificial intelligence, virtual and augmented reality.

Associate Director, E-Commerce—Site Search & SEO | March 2015 – February 2016• Identified, strategized and executed on opportunities to increase Internet Protocol Television (IPTV) and Internet Protocol Broadband (IPBB) sales through on-site search and search engine optimization;• Managed SEO agency (360i) to ensure ongoing analysis and recommendations were focused on driving sales;• Led ATT.com site search transformation from information engine to answer engine via answer cards.Associate Director, E-Commerce—Display & Social Media | March 2014 – February 2015• Oversaw the programmatic display and social media programs for the AT&T Wireless and Home Solutions lines of business;• Executed programmatic display and social media programs to drive traffic, generate sales, app downloads and logins;• Analyzed program effectiveness and used findings for site and landing page enhancements and optimization;• Managed media agency relationship (MEC).

• Aided agency clients in defining and setting online marketing goals and objectives;• Acted as client advocate within and outside of the agency;• Directed, supervised and reviewed the development and implementation of robust digital media plans—including PPC, social media and programmatic advertising;• Authored and oversaw the composition of all departmental documents—POV, RFP, service agreements, etc.• Managed scheduling, posting and tracking of digital media and compilation of performance reporting;• Prepared campaign reconciliations and teamed with accounting department to ensure payment;• Trained media coordinators and managers for advancement and conducted performance reviews.

• Provided strategic guidance for the agency and its clients for all search marketing-related activities;• Set SEM strategies to meet online marketing objectives of each client;• Managed SEM department and provided oversight and guidance on all strategic initiatives;• Provided solutions to recognized problem areas in workload management;• Served as quality assurance to finalize all client facing documents;• Evangelized the value of search marketing internally.

• Built custom search marketing solutions for top-tier client base and prospective clients;• Collaborated with technical SEO teammates on best ways to leverage organic search performancefor PPC optimization;• Routinely recommended keyword expansions and creative messaging opportunities based uponcampaign history, trends, seasonality and performance metrics;• Managed a team of analysts to ensure client data requirements and deliverables were met;• Trained new hires on platforms, industry verticals and agency best practices.

Interactive Media Buyer | October 2003 – May 2004• Responsible for management of multi-million online media budget;• Implemented, maintained and optimized PPC and display media campaigns;• Set and managed monthly and quarterly online media budgets;• Provided analysis and reports on leads and conversions for PPC and display advertising.Internet Analyst | July 2003 – October 2003• Tracked usage of corporate website and all domain properties using web analytics program;• Tracked key performance indicators to analyze performance and effectiveness of website;• Provided regular reporting of online leads, sales, touch points and traffic.