Ivey Rose Smith, Ma🤝 Email & Phone Number

Florida

The FICPA is the largest network of CPAs, accountants, and financial professionals in the Sunshine State with over 18,500 members.➢Closes the gap between strategy and execution and prepares financial analyses on membership, subscription models, builds the annual budget and projections, and provides forecast updates and data dashboards to the Board and Council.➢Single point of contact for six business lines leading the development, execution, and sustainment of FICPA strategic membership initiatives that strengthen member value. These include 2K+ corporate and 3,800+ firm accounts, the Regional Director framework, governance of 22 local chapters with 130+ events executed per year, Young CPA initiatives, Member Services, general committees, and collaboration with corporate partners that enhance value and member engagement. Leads a statewide team of nine.➢ 23-24: 112% to a historic recruitment goal. Drives 90% retention overall YOY and 99% in firm billing. Increased the market penetration of the newly-licensed by 13% and retention by 24%.➢Speaks at industry conferences and events. ➢Identifies and implements new membership services and benefits for individuals, firms, and corporations that have vertical value and maximize member engagement. Leverages data for actionable insights, enhancing satisfaction and effective relationship management.➢Elevates relationships with regional accounting firms and the Big 8 as a true partner in the profession with excellence in Advocacy, public affairs, crisis communications, and strength of VOICE in protecting the CPA license and promoting the profession.➢Applies marketing strategy to broadly communicate the value of FICPA membership across member audiences spanning all platforms and has expanded the organization’s digital footprint.➢Consistently reviews membership structures and engagement approaches to maximize member value, benefits, and revenue.➢Coaches and develops talent in a high-performance work atmosphere.

Orlando, Florida Area

The IIA reaches more than 200,000 members in 156 chapters in North America and 109 global affiliates. ➢Directed the NA Membership and Audit Executive Center (global) recruitment, engagement, and retention strategy, including the development and execution of the membership strategic plan and meeting budgetary objectives, while driving organizational sustainability through Digital Transformation project and change management, achieving a record 75,000+ membership, and 89% retention in COVID 2020.➢Implemented membership operational plans, budgets, forecasts, and prepared analyses on variances, while guiding a department with $14+ million in annual revenue.➢Oversaw the nine-person membership team while aligning with the Marketing Department, BI, and Digital to develop and drive annual communications and promotions, ensuring the verticality of all campaigns.➢Drove the NA Membership concierge strategy that provided elevated engagement to Principle Partners and The IIA’s largest audit groups—Fortune 500 companies and the public sector.➢Reported to C-suite on key matters related to serving members, market needs, performance, and trends, both operational and financial in nature.➢Served as a market-facing leader on membership concerns and cultivated NA leader ambassadors. Delivered virtual conferences, Roundtables, Coffee Talks, member value videos, and large-scale training webinars.➢Drove integration with other business units to holistically communicate member value. ➢Contoured the new member onboarding plan to ensure effective engagement, nurturing, and seamless connection to all IIA programs, products, and services.➢Served as a co-liaison to the NA Chapter Relations Committee and set target goals for the Membership Subcommittee, Emerging Leaders Task Force, Diversity, Equity & Inclusion, C-suite, and young professional engagement initiatives.➢Collaborated with Global Relations on processes to best serve member groups with multi-national organizations.

Orlando, Florida Area

➢Served as a marketing strategy manager for a leading global professional association, supporting the Academic Relations, Professional Development - Training (In-person, Online, OnDemand, Webinars, Group, and Executive Development), and Enterprise Sales business units with strategic marketing planning.➢Lead global marketing strategy that included competitive research, creative vision, and marketing production in launching the Global Training Marketplace. ➢Worked collaboratively with senior and C-suite leadership, business units, and marketing teams to develop and execute buyer-centric demand marketing strategies that grew product revenue, penetration, and positioning globally. Result: 13.5% increase in 2018 registrations and $2.1 million in revenue.➢Presented strategic guidance to business unit partners and built consensus on effective marketing tactics aligned with KPI metrics and goals.➢Developed sales support tools including launch collateral and highly-tailored content for custom landing pages and lead generation, webinars, conferences, customer case studies, strategic media releases, demonstrations, events, and presentations.➢Built relationships and worked collaboratively with business units, NA chapters, and global relations, marketing communications, and vendors to develop marketing plans that delivered in alignment with the global business marketing strategy.➢Developed marketing plans that supported the overall objectives of the global marketing strategy and business goals across various channels including digital, events, print, social media, and more.➢Directed all marketing activities: conferences, digital ads, email, direct mail, landing pages, lead generation, public relations, social media, strategic partnerships, video, and website for designated business units.

Orlando, Florida

➢Served as an ambassador for Florida Realtors® - The Voice for Real Estate® in Florida, using a suite of communications to engage the state's largest professional association of 190,000+ members and 54 boards in over 50 award-winning programs, products, and services.➢Developed offline and online marketing and outreach presentations to boost awareness of Florida Realtors® and increase member engagement at every level - local, state, national, and global.➢Conceptualized, wrote, and oversaw the production of promotional materials - offline and online - to include The Florida Realtors® Advantage Benefits Guide, digital marketing, interactive email, social media campaigns, and website conversion. Collaborated with Executive, Global, Law & Public Policy, Professional Development, Research, and Video on creative campaign assets and collateral.➢Implemented and managed advertising, digital marketing, event, promotion, retargeting, and social media campaigns based on Strategic Plan priorities and in collaboration with the Management Team VPs.➢Events: Implemented a marketing strategy that yielded a 14.1% increase in attendance at the 2017 Florida Realtors® Convention & Trade Expo. Digital remarketing creative had clickthroughs 3-9x the average.➢Content marketing strategy: Orchestrated a 16.1% increase in social media engagement. Created a new member marketing tools service.➢Inbound marketing conversion: Designed a mobile user experience that decreased landing page bounce rates from 89% to 36%.➢Built and maintained an omnichannel marketing attribution and analytics data model to track KPIs.➢CRM: Developed and managed audience segmentation charts (broker, commercial, global, new members, sales associate, young professionals) and message matrices to ensure comprehensive and compelling communication of value propositions.➢Editorial team member for the award-winning Florida Realtor® magazine.➢Cultivated relationships with target audiences across industry sectors.

Fort Lauderdale, Fl

➢Led two commercial website and digital transformations from conception to completion. Creation and management of multiple brochure sites and mobile landing pages to optimize lead generation, user experience, SEO website content, and integrated digital marketing and social media campaigns to drive web traffic and lead conversion. Experience in the front- and back-end of web development, WordPress–CMS, HTML/CSS, taxonomy, Salesforce–CRM, Moodle, Canvas, Blackboard–LMS, SIS, online learning, cloud-based technology, Google Apps for Education, and APIs.➢ Recruitment. Engagement. Retention. Trained globally distributed team members to adapt new marketing strategies. Lead team to implement communication strategies for lead generation and nurturing, the sales funnel, conversion, and measured marketing ROI. Result: 543% enrollment growth. Through data and Google Analytics, measured the velocity of all online, print, website, donor, alumni, and video campaigns. Drove over 10k leads with one social media campaign.➢Managed and oversaw an admissions team to ensure enrollment goals, writers, videographers, photographers, vendors, graphic designers, and web developers.➢Managed the marketing budget and annual promotional calendar. ➢Content creation: worked with all VPs, deans, and directors within the school to create, develop, and execute awesome and collaborative communication strategies that were distributed across digital, print, and affiliate platforms. ➢Responsible for strategic academic and technology partnership development.➢Brand integrity: oversaw media planning and ensured consistency of message online, offline, and with all partner communications. ➢Designed, developed and directed all graphic design, style, and branding standards. Editor and creator of Knox Now Magazine.➢Media contact and identifier of strategic public relations opportunities.➢Served on the Leadership Committee for Ministry Advancement.

Orlando, Florida

➢Served as the Creative Director of a boutique agency in managing advertising campaigns from conception to completion in research, focus groups, creative, message, artistic direction, printing, and delivery. ➢Maintained consistency on all communications and collateral materials. Visually oriented and understands how copy works together with design, layout, and photography in evoking emotion, effecting an experience, and producing energetic communications. ➢Experience in working with all levels of management. ➢Proven ability to ask probing questions and gather informational insight that is key to creating effective marketing communications and that gets to the heart of the marketing message. This well-rounded approach allows for the injection of energy and style into any piece of communication.➢Areas of Expertise: creative project management, team collaboration, e-mail, direct marketing, website copy and content, branding, media planning, digital communications, flyers, advertisements, brochures, newsletters, press releases, strategic public relations, magazine features, seasonal campaigns, copy editing, sales promotional materials, informational booklets, collateral materials, radio script copy, TV commercial scripts, and advertorials.➢ Industry experience: health and life insurance marketing on both the agent and consumer side, health distribution services, medical practice consulting, physician marketing, pharmaceutical marketing, green energy, utilities, church and ministry organizations, education, makeup, skincare, fashion, retail, and interior design. Strong business to business and business-to-consumer experience.

Bachelor Of Science (B.S.), Advertising

Master Of Arts (M.A.), Culture And Classical Studies, Cum Laude