Kim Hadden Figueroa, Mba Email & Phone Number

Houston, Tx, Us

Houston, Tx, Us

As a key member of the Mass Markets Lead Management Team for a leading 100% renewable retail electricity provider, I carried out director-level responsibilities, including managing a multi-million-dollar marketing budget and developing go to market strategies to drive awareness, growth, and retention.I led cross-functional teams of agency partners and internal stakeholders to reposition two core brands, while delivering best-in-class customer experiences and leveraging the channel portfolio mix to drive 10%+ YoY organic growth. Marketing strategies spanned acquisition, retention, and cross-sell/up-sell opportunities across brands, products, and enrollment channels. I supported new product launches through the development of net-new enrollment flows and analytics tracking across digital and offline platforms (web sites, microsites, eCommerce applications, customer portals, mobile apps, IVR and call center). Additionally, I developed integrated marketing campaigns and managed ongoing optimization and reporting for a portfolio of home energy management solutions. Media mix channels included Digital (SMS, Email, PPC, SEM, SEO, Display, Paid Social) and Traditional (TV, Radio, Billboard, Streaming, Direct Mail). I was also responsible for staff growth and development for my team of direct reports. Key Achievements:Brand:• Maintained brand awareness and current usage levels despite COVID-19 pandemicAdvertising:• Developed and executed integrated marketing campaigns across digital and traditional channels, exceeding customer count goal by 10%Platforms:• Managed multiple CMS web site migrations, mitigating SEO equity loss, and actually increasing rank and traffic by 20% pre/post migrationRetention:• Overhauled creative, strategy and test plan for marketing automation program (measuring results)Budget/Contract Management:• Pivoted entire marketing strategy and re-forecasted performance after a significant change in budget

Houston, Texas, Us

Directed multi-million-dollar media budget and marketing mix strategies to drive awareness, growth, retention and advocacy for North America's largest environmental solutions provider. Led cross-functional teams of internal stakeholders and MarTech/AdTech/Agency partners to deliver and optimize digital advertising programs at the local and enterprise levels. Programs spanned multiple geographies, markets (B2B and B2C), service lines and brands. Additional responsibilities included budget forecasting and tracking, vendor management and staff development.Marketing channel strategies included: • Search Engine Optimization (SEO)• Local Search• Paid Search (SEM)• Pay-Per-Click Advertising (PPC), including display/mobile/programmatic/video/CTV• Social Media Advertising • Email marketing and automation• Online reviews and reputation managementNotable achievements:• 6% growth in YOY online sales • 39% increase in YOY offline conversions• Managed promotional email campaigns, achieving response rates 25% above industry average.• Championed analytics tagging enhancements across platforms to support paid advertising. • Established KPI’s to fuel test-and-learn strategies. Socialized successes throughout organization.• Instituted real-time alert process for serviceability changes to reduce wasted ad spend.• Championed voice of the customer (VoC) platform implementation. This real-time feedback loop had far-reaching impact and fueled customer experience improvements across the organization.• Built collaborative and successful partnerships with a diverse set of stakeholders including: MarTech and AdTech Vendors • Agencies • PR • Sales • Revenue Management • Operations • Customer Support • IT • Decision Sciences • Legal • Procurement • Accounting

Houston, Texas, Us

Directed integrated web strategies and branded digital marketing campaigns for the largest not-for-profit healthcare system in Texas. Measurable goals focused on increased brand awareness and market share growth for system services, facilities and programs. Led a team of 9 in the in-house architecture, design, development, maintenance and optimization of the system's enterprise web site, powered by a content management platform (Episerver). Implemented best-practice content strategies focused on driving user engagement, customer satisfaction and search-engine rank. Led the development and implementation of acquisition marketing campaigns to align with measurable business goals and increase profitability. Strategies included Search Engine Optimization (SEO), paid search, display and social advertising, video marketing, and email marketing.

Houston, Texas, Us

Managed cross-functional teams to drive complex digital marketing projects from concept to completion for one of North America’s leading energy companies. Projects spanned multiple B2B and B2C business units across the company’s family of brands: Generation, Retail, Renewables and Corporate. Projects included a web redesign, UX enhancements, campaign landing pages, interactive microsites, web applications and databases — in both English and Spanish. Managed stakeholder expectations, including distribution network partners and customer service/call center teams. Consulted with all groups in the supply chain to proactively remove implementation barriers and earned a reputation for consistently delivering on-time and within budget.Noteworthy achievements: • Decreased landing page production time by 30% through process development and training.• Inaugural member of team responsible for selecting and implementing a new enterprise CMS. • Helped manage $1MM CMS migration, requiring adjustments to more than 1,000 web pages.

Chicago, Il, Us

Managed global email and web content delivery for the world’s fifth largest airline, which later merged with United. Led a team of managers and individual contributors to execute integrated marketing campaigns in 7 languages. Ensured marketing plans aligned with business goals of global stakeholders and built relationships to improve communication, align resources and increase efficiencies. Established Service Level Agreements and adjusted production schedules to meet delivery commitments. Notable accomplishments:• Directed $1MM email budget. Achieved 6% annual savings through improved forecasting.• Managed new on-site targeted advertising revenue stream. Generated 5% incremental revenue.• Managed integration with the SharePoint content management system.• Selected by senior management to develop and deploy confidential merger notification email to global customer base.

Chicago, Il, Us

Led development and execution of award-winning, targeted email campaigns in 7 languages to 7MM global customers. Managed outsourced creative work from agencies and established protocols, production schedules and quality standards. Served as subject matter expert and ensured adoption of email marketing best practices to execute best-in-class campaigns and ensure CAN-SPAM compliance.Accomplishments:• Contributed $2MM in annual net revenue from email campaigns. Exceeded ROI goals by 10%. • Pioneered email opt-in campaign in 4 languages. Increased subscription rate by 18%.

Chicago, Il, Us

Executed 5 subscription email marketing campaigns in 3 languages, ensuring compliance with international privacy laws. Managed entire process from requirements gathering to deployment and reporting, ensuring quality and accuracy of final product.Formatted and tested HTML content for delivery through e-mail service provider platform, ensuring on-time delivery and optimized rendering across key email clients. Compiled email performance analytics reports and made strategic recommendations to internal and external stakeholders.

Led marketing acquisition efforts for the world’s largest professional association dedicated to facility management. Managed 4-member marketing team to support direct marketing and recruitment efforts for more than 100 regional chapters in 20 countries. Partnered with outside agency to develop marketing collateral and emails to drive membership growth.Coordinated creation of new trade association chapter in Argentina. The bylaws template I drafted was still the golden standard 8 years later.

Facilitated business development expansion through joint-venture educational programs, research, and conferences. Worked with joint-venture partners in Singapore and Hong Kong on education and certification programs. Represented Association during numerous on-site meetings.Managed all aspects of inaugural conference and exposition in Japan, including marketing, sales, accounting and logistics. Exceeded revenue goals by 10%.Managed Association-wide docket of trademarks with outside counsel.

Supported team of editors and graphic designers to produce bi-monthly trade journal. Managed all advertising contracts and billing. Coordinated and organized assets for graphics team. Actively participated in press checks.Sold ad space for print publications and web banners, consistently exceeding revenue goals by 20%. Also exceeded revenue goals by 20% for annual buyer’s guide. Was quickly promoted into a high-visibility business development role.

Bachelor’S Degree, Marketing With International Business Certificate

Master Of Business Administration (M.B.A.), Business Administration And Management