Manage a team of leads focused on measurement, reporting and insights for online behavior across brands. Gather requirements and inform dashboard creation dashboards to allow for real time reporting on marketing campaigns and website performance. Create deep dive presentations to analyze campaign performance and customer journeys, focused on audience and vehicle specific behaviors. Leverage website analytics and brand goals to create testing roadmaps to optimize digital customer journey and increase sales.

Led the brand strategy for the beta and full launch of two new consumer focused mobile services designed to simplify the mobile shopping experience. Crafted the marketing plan to hit monthly user targets, optimizing channels to ensure we hit both volume and CPA goals. Wrote the weekly mobile eNL to engage current users and encourage engagement with the platform. Developed an A/B testing strategy and executed landing page testing to increase user on-boarding rate by 10% through the testing of both page copy and location of CTAs. Researched influencers in the mobile space and leveraged them to create video campaigns to increase brand awareness and build trust.

Responsible for all aspects of online and offline marketing efforts in order to raise brand awareness, differentiate from competitors and increase event ticket and merchandise sales. Directly manage a team including PR, marketing and customer service, along with an outside creative/paid media agency. Rebranded the indoor show to an outdoor drive thru during Covid, which included updating the website, ads, and offline creative assets.

Managed a team of 6 data analysts and strategists to support multiple pharmaceutical clients. Created and presented weekly, monthly and quarterly reports, outlining ad performance and recommending marketing optimizations in order to improve the number of prescriptions and retention rates. Worked with clients to develop measurement plans to track performance based on brand goals.

Lead a team of 15 marketing professionals, including copywriters, designers, a CRM analyst, and social marketers, along with an outside digital agency. Managed a $10M budget across online and offline channels to meet monthly and yearly insurance plan goals. Utilized A/B site testing to increase online conversion rates 2.5x and leveraged findings to implement a site redesign alongside a new CMS integration. Worked with customer service team to update marketing messages and website copy in order to provide better customer experience. Analyzed customer journey metrics and behavior in order to increase retention rates and create retention marketing plan, including defining marketing message, timing and number of touch points.

Managed a team of analysts focused on tracking website behavior in order to optimize the marketing spend to drive traffic to the website. Utilized personalization software and A/B testing platforms to create unique web experiences based on audience type and customer journey. Managed paid content channels (Outbrain/Taboola) in order to drive qualified traffic and increase page views on the site to drive an increase in ad impressions.

Created the strategy to tag and track the website in order to increase lead generation and donations. Managed SEM agency in order to increase traffic to the site and retarget previous donors. Worked with CRM team to incorporate site content and design into emails to increase donation amounts.

Utilized a tag management software to tag the site and implement a new e-commerce platform. Created dashboards to track daily and weekly sales and worked with marketing team to optimize campaigns to hit sales targets. Worked on monthly promotional calendar to plan out emails, social and site marketing campaigns to increase sales. Lead retention strategy to get repeat customers and increase average order value and lifetime value of each customer.

Created measurement plans to define KPIs and metrics to track the performance of campaigns for multiple clients. Managed a team of analysts responsible for creating dashboards for reporting on KPIs. Presented PowerPoint presentations to clients outlining performance and optimizations to be made to increase campaign performance.

Analyze marketing campaigns to deteremine effectiveness and also provide optimization reports for both media and search campaigns across multiple clients. Pull and combine data from multiple sources (Atlas, Omniture, WebTrends, GoogleAnalytics) to compile reports and dashboards to demonstrate site and campaign performance.

Utilize various web analytics platform to analyze pharmaceutical website and provide recommendations to enhance user experience. Currently, I use Unica NetInsights, Anametrix, Google Analytics, and Omniture SiteCatalyst/Discover. I also implement tags on the websites in order to track KPIs.