Marketing Operations Manager
Greater Atlanta Area
Reported to CEO and Sales & Marketing Director. Responsible for the performance of $850K annual paid media budget.Paid MediaDrove search engine marketing strategy, and managed lead aggregators. Mentored junior team members. • Improved SEM account structure, made greater use of ad extensions and increased the relevancy of landing pages, leading to a rise in average keyword quality scores. • Directed conversion rate optimization efforts using Unbounce to rapidly iterate and improve landing pages through A/B testing. Conversion rates from top unbranded paid search campaigns averaged between 11.5 and 13%. • Traffic from software directories converted even higher, with average rates between 15.8 and 18%.CRM & Marketing AutomationAdministered SugarCRM and Pardot, directing product and workflow enhancements.• Improved usability which fostered higher workflow adoption and compliance rates by sales team members. This allowed us to achieve a higher degree of accuracy in campaign attribution and performance reporting.• Implemented and administered Pardot marketing automation platform. • Ensured the integrity of data was preserved and synchronized with CRM accurately. • Defined and maintained automation rules and drip marketing campaigns. • Automated lead data entry, eliminating 97% of manual task workload. Achieved near-immediate response times. Gained competitive advantage by being the first vendor to establish contact.Rebranding & Website RedesignSpearheaded simultaneous rebrand, website redesign and domain migration. Managed RFP, vendor evaluation and selection process. • Eliminated brand fragmentation by consolidating a dozen product, service, and feature brands around our single most recognizable name. • Redesigned website achieved 176% increase in organic search traffic over the next two years. Organic traffic from non-brand terms rose by 320% during the same period.
