Denise Charlton Email and Phone Number

As the Director of Digital Marketing, I drive strategic initiatives to enhance sales and occupancy for our residential properties, including active adult and independent living communities. With over 5 years of experience in the real estate sector, I specialize in developing innovative digital marketing strategies that boost brand visibility and lead generation.My focus on data-driven insights allows me to craft effective marketing plans tailored to local market trends, collaborating closely with cross-functional teams to optimize performance. I thrive on presenting impactful strategies and insights to our executive team, ensuring alignment with our overall business objectives.I’m passionate about leveraging digital marketing to transform how we connect with prospective tenants and elevate our brand in the competitive landscape of residential real estate.

Oversee all corporate marketing initiatives from sales support to marketing technology integrations.Marketing• Develop and execute strategy and project plans that support sales, recruiting and reputation management.• Overall responsibility for all print, digital, social, video and other various campaigns to grow client acquisition and brand awareness in various channels of loan origination.• Oversee CRM administration with fresh campaigns and ensure adoption with effective training.• Collaborate with IT to administer all corporate websites to improve user experience, SEO/content and/or lead capture tactics to drive organic traffic.• Work closely with stakeholders to ensure expectations with marketing efforts are being met.• Ensure brand integrity and reputation are held to the highest standard.• Support sales and recruiting efforts as needed.Customer Experience• Work closely with team to ensure outreach efforts and tasks identified by the servicing manager are efficiently met and shared with the established SLA's.• Work closely with our mortgage servicing partner to strive for constant customer service improvement and established SLA's.• Act as liaison with other customer facing service providers to ensure they meet the Allied's established SLA expectations.• Create compelling employee engagement programs with Customer Experience Specialist that align with company culture, work closely with HR on these initiatives.• Establish benchmarks through collaboration with stakeholders and report on these results monthly.• Delivery monthly summaries to leadership team

Establishing best practices and implement robust digital strategies to carry out a Loan Officer re-branding and lead generation initiative, which includes website redesign, SEO rich content, customized social media content, paid and organic search, and mortgage compatible partnerships.Provide partner/vendor marketing recommendations in strategic plans that aid in attaining marketing objectives. Prepare internal presentations demonstrating team's needs and objectives in an effective manner. Developed Google Analytics reporting, designed to integrate our partners, SOCi, Yext (Google My Business) and Social Survey to our reporting. Selected Contributions:• Utilizing key industry knowledge and skills in designing multiple compelling e-mail templates, in order to increase reach and improve customer open and click-thru rates. Latest overall 2Q20 measurement shows open rate went from 35% to 53% and click thru went from .9% to 5.5% and is continually improving. • Increase page visits and measureable actions on Loan Officer websites by redesigning landing pages to have more engaging layouts and further clickable content driving customers to take action. • Boost traffic across individual Loan Officer pages by instating company-wide social media guidelines and custom-made social media posts to increase personalization on Facebook, Instagram and LinkedIn.• Regularly evaluate multiple listing partners to audit and optimize relationships. Addition of “call to actions”, enhanced images, improved key pages with stronger copy to increase SEO ranking and lead generation.

Promoted from Director to Senior Director position to create a large-scale hybrid-marketing engine by applying "best in class" strategies and opportunities and prior performance metrics.Developed marketing strategies by leveraging both internal company assets and strengthening third-party vendor relationships that significantly enhanced digital partnerships, new sponsorships, and personalized content hubs. Attained additional $1.5m in revenue in 2016 and steered efforts towards achievement of same revenue for 2017. Identified and capitalized new value in existing partners while building new relationships with vendors to sustain continued high engagement with the audience.Selected Contributions:• Accomplished a 58% increase in referrals that contributed to boosting revenue while staying within each individual client's ROI goals and budgets.• Utilized excellent communication skills while negotiating media packages with vendors along with fail-safes, saving nearly $900k in possibly misappropriated budget.

Rendered expert services as a primary project management lead for developing and executing digital and network television campaigns for multiple pharmaceutical clients, including both consumer and health care professionals.Led, directed, and controlled team members to ensure adequate management of project deadlines across client's franchise of brand awareness to internal and external stakeholders. Focused on adeptly dealing with development program strategies and tactical performance analytics. Used marketing budget to determine and capitalize new strategic opportunities for the client such as list match targeting, contextual display, programmatic media as well as cross-device and geotargeting.Selected Contributions:• Minimized lead generation shortfall up to 48% in 2016 by implementing “Guaranteed Pay Out” language in the client's contract and encouraged vendors to continue to generate negotiated leads after contract concluded.

Formulated and executed yearly multi-channel marketing plans for various event based financial, healthcare, and professional service clients in order to increase brand awareness.Devised and introduced multi-platform marketing strategies that aided in increasing company revenue up to 62% in first ten months and boosting individual ROI success. Combined SEO, programmatic and social media strategies into existing offline marketing plans. Accountable for translating marketing analytics into actionable items, maximizing ROI and strengthening short and long-term planning.Selected Contributions:• Liaised with vendor, supplier, and multiple client to bring three new prospective clients in-house, which generated more than $1.5m in revenue.

Successfully transformed media buying from an outsourced third-party vendor to a full service Nutrisystem in-house media department through planning and management.Devised and executed strategy for business-to-business Diabetic channel initiative that aided in attaining new HCP’s (23% over goal) by using paid search SEO and mobile tactics. Planned, employed, and managed multiple innovative marketing campaigns to reach new and potential customer base and ultimately became 12% of companies overall annual marketing strategy.Selected Contributions:• Achieved a $3.6M in savings in national print, direct mail, and digital media by reducing annual negotiations up to 10.5%.