Jordan Leonard Email and Phone Number

• Spearhead New York Life Direct’s employee and community engagement strategy, including volunteerism and charitable giving programs; diversity, equity, and inclusion initiatives; employee recognition; employee wellness; event planning; and internal communications• Conceptualize and promote impactful volunteer events that align business objectives with local community needs, achieving the highest level of companywide community engagement at 7,506 volunteer hours and $248,094 in subsequent grants (2022)• Lead Giving Campaign committee, communications plan, and fundraising events to achieve 90% participation at New York Life Direct, while also collaborating with other business unit leaders to raise $6.3M companywide (2024)• Guide leaders of employee resource groups on how to support the company’s inclusive culture through awareness and advocacy, networking and professional development, and the creation of other efforts that contribute to the business’ focus on strengthening diverse communities• Direct internal communications strategies, ensuring impactful distribution of employee and business messaging, and concurrently implement tracking tools to optimize effectiveness and efficiency• Collaborate with local and corporate leadership teams to formulate an annual plan, define strategic milestones, establish budgets, set key performance indicators, and develop comprehensive reporting mechanisms to showcase the success of engagement and communication initiatives• Onboard and develop team members and engagement committee leaders; bring our culture to life for new hires, interns, and external partners; and facilitate DEI-related trainings companywide

• Directed the strategy and execution of digital marketing initiatives and testing for the AARP Annuities and Broad Market lines of business• Optimized paid search, display and retargeting performance by analyzing psychographic, demographic, geographic, ad scheduling, device and impression share result data• Developed and maintain strong relationships with contextual network vendors to drive direct response sales within ROI targets• Collaborated with various Corporate and Direct team members on strategic business initiatives, such as Customer Service Triage and the re-design of NewYorkLife.com• Conducted comprehensive audit of digital advertising campaigns, resulting in $23K in credits in a year• Partnered with internal and external teams to facilitate digital marketing creative, including content and design for websites, landing pages, text and banner ads and addressable advertising assets• Utilized Adobe SiteCatalyst, Marin, and internal platforms to produce and present regular performance reports, analyze trends, and provide key findings and insights to Senior Leadership Team

• Managed a $280K paid search monthly budget for lead generation and e-commerce initiatives • Drove a 17% increase in recreational vehicle leads and a 57% increase in sales YOY• Generated 9,918 camping accessories e-commerce orders, resulting in $1.27M in gross demand, $501K in margin and a 270% ROI• Partnered with Perfect Audience to develop a retargeting program, resulting in 1.58M additional impressions and 91 click-through conversions/orders at a 416% ROAS

• Managed the company’s lead generation efforts including search engine marketing, display advertising, contextual networks, online and offline business directories, retargeting, social media advertising, social media management and email marketing• Analyzed website(s) traffic from all marketing sources, identified customer segments, understood visitor paths, and tracked conversion rates from site visits, prospects, leads and customers• Executed A/B and multivariate testing to drive improvements in website(s) visitation, customer interaction, conversion rates, and brand(s) online awareness• Identified and researched opportunities for new digital marketing tactics, site-conversion functionality, and improved user experiences

• Developed and managed a $3M annual digital marketing budget realizing actual to budget, lead, and cost-per-lead goals or better results for the following brands: Florida Tech University, Jacksonville University, University of Scranton, Kaplan University, University of Phoenix, DeVry University, Boston University and The George Washington University• Managed paid search for the U.S. News MBA/Master’s brand resulting in a 107% increase in lead volume, while also decreasing the cost-per-lead metric by 49% – saving the company over $300K in lead costs in 11 months • Drove 55% in additional conversions by conceptualizing and managing niche site campaigns on the Google, Yahoo and Microsoft Content Networks