Laura Pinkham Email and Phone Number

● Secured alignment, budget, and personnel from senior leadership to launch a brand-new audience marketing team after presenting a successful pitch● Leading first audience persona and market segmentation project at Northeastern to drive better messaging, channel strategy, and targeting● Core team member of the inaugural CEM (Customer Experience Management) initiative at Northeastern for graduate programs. Overseeing the project team made up of 20+ cross-functional stakeholders● Initiated, prepared, and rolled out the first comprehensive annual planning approach for the digital marketing team to push the team towards double-digit lead and enrollment goal growth over the next 3 fiscal years● Lead the marketing strategy for high-priority customer segments and audiences for the graduate and bachelor’s completion program portfolios● Oversee a team of entry and mid-level marketing managers who guide marketing strategies and ensure tactics are effectively launched across the customer lifecycle, including the creative development, content strategy, and digital campaigns

● Acted as director of the program marketing team for 18 months due to position vacancy; oversaw a team of managers responsible for the enrollment marketing for 200+ online, on-campus, and hybrid graduate programs● Partnered with college stakeholders to outline key marketing strategies, messages, and market positioning; built budget projections to drive effective campaigns across the marketing funnel based on prior performance analysis● Increased lead generation by 10-25% YOY for all assigned programs by activating, testing, and optimizing a variety of digital channels and events, including email, paid social, paid display, paid search, and content marketing● Nurtured lead pipeline, leveraging marketing automation tools and CRM platforms, increasing YOY application conversion rates by 7-9%● Successfully launched several new program offerings and associated campaigns to meet in-year enrollment goals● Built strong relationships with teams across the university, including internal and external creative teams, project management, marketing operations, recruiting, analytics, technology, college and program stakeholders, and centralmarketing

● Won ‘Quarterly Marketing Values Award’ (nominated and voted on by all marketing peers) for exemplifying the company core values of “Kindness” and “Persistence”● Managed Rue365 shipping program, which drove 40% of company revenue each month (a 60% increase in 2 years). Doubled member take-rate YOY. Collaborated with the analytics team to drive program valuation model and insights● Led marketing team strategy & execution for the holiday season, which drove over 35% of company revenue in-year

● Formulated, executed, and managed marketing strategies across paid, earned, and owned and eCommerce business units. Managed budgets of $3.5 million to drive over $280 million in annual sales● Drove a 20% increase in total photo sales and a 30% increase in online photo sales quarter over quarter● Identified unique passport photo market opportunity, created paid search test plan with analytics and media teams, and used results to secure an additional $800K in in-year funding. The campaign drove the highest return on ad spend of all 2017 paid search campaigns. Collaborated with digital team on SEO strategy to increase organic traffic to landing pages by 10%.● Created weekly site traffic and sales plan forecasts, identifying and communicating variances to plan weekly

• Responsible for developing, executing, and optimizing all content and social media marketing for Upromise• Launched InformU, Upromise's member content destination that hosts articles, Upromise's blog, videos, infographics and more• Led cross-functional team to develop and execute strategy for 2015 back-to-school campaign. Campaign included unique sweepstakes component, which drove an incremental 150,000 visits to Upromise during key back-to-school retail season.• Mentor and develop team of two, encouraging accountability and leadership in their lines of business.

• Provided input into technical requirements, developed message positioning, and produced launch plans for Upromise's browser add-on, RewardU. Drove over 100,000 downloads and 7MM impressions for Upromise annually.• Provided analysis of online partner margins and seasonal retailer spend to help drive $400MM in annual online shopping sales.