Laura Parker Email & Phone Number

Atlanta, Ga, Us

Atlanta, Ga, Us

Seattle, Wa, Us

Lead cross-functional AWS Digital Marketing team focused on creating engaging customer experiences and driving business outcomes by providing actionable insights and strategic recommendations. Managed analytics, testing, research, strategy, and content lifecycle management to align marketing goals with channel performance and business objectives.• Spearheaded content transformation initiatives, collaborating with marketers to optimize content strategy frameworks and implement scalable, personalized content creation, balancing short-term marketing needs with long-term channel health.content Created design systems, content strategy frameworks, templates, and GenAI guardrails to enable scalable, interactive, and personalized content creation. • Led weekly website analytics reviews for CMO identifying trends, and recommending strategic actions to accelerate progress and navigate engagement, and conversion challenges.• Led completion of 2023 team goals including deprecating 8k low-performing web pages, increasing testing by 424% YoY, launching Adobe Workfront, and migrating 950+ web pages to new templates.• Collaborate with data science, engineering, and product teams on roadmap implementing Generative AI and Machine Learning enhancements, to boost web performance.• Partnered with Adobe on AEM and AEP Platform implementation leading use case gathering with marketing stakeholders to enrich and improve marketing capabilities that could deliver personalized content to customers.• Lead Domain strategy for off-domain approvals creating strategic framework, evaluating use cases and recommending domain consolidation strategy, naming conventions, and feature expansion.• Led Global Council to improve consistency across the website through expanded localized content.• Led initiative to optimize High Value Actions directly contributing to ~19% of total AWS revenue and efforts to increase non-branded search traffic which led to over 50% YoY increase.

Partnered with CEO to develop a comprehensive marketing and growth strategy aligned with long-term business goals including recommendations on asset strategy, end-to-end member experience, marketing strategy and strategic partnerships. • Established brand identity, including value proposition, market positioning, and segmentation strategy to support end-to-end member experience ensuring marketing activities consistently reflected the brand's tone, voice and values.• Created pitch deck, financial model and exhibits for institutional investors and venture capital firms to accelerate capital funding to realize equity increases of 430%.• Partnered with external vendors to implement differentiated customer service enhancements with speed and efficiency.• Led cross-channel campaigns integrating search marketing, display ads, and social media to optimize customer acquisition and retention.• Recommended strategies and spearheaded partnerships to attract new customers and retain existing ones including partnerships, and membership programs enhancing competitive advantage and member value.• Led marketing budget recommendations to maximize ROI leveraging analytics, market research, competitive analysis and setting clear objectives and KPIs.• Identified opportunities for market expansion and new customer segments including exploring new geographical markets and diversified product/service offerings.

Atlanta, Ga, Us

Led digital vision, strategy, execution, and operations for U.S. launch of a $5B global acquisition in the coffee category including technology platform decisions, ecommerce launch and day-to-day operations, consumer app strategy, product roadmaps, agency oversight, contract negotiations, proof-of-concept digital development, cross-functional collaboration, consumer journeys, omni-channel experience, digital marketing, and digital asset content strategy.• Created strategy for a connected consumer experiences across four coffee platforms, to capture and grow market share, and respond to emerging trends in a beverage category valued at $68B in the U.S.• Launched and managed day-to-day operations and performance metrics for ecommerce across Costacoffee.com, Amazon 3P, Prime and other platforms to drive ecommerce revenue.• Collaborated daily with agencies to execute social, experiential, and search marketing efforts to drive trial and brand awareness. • Developed SEM and shopping ad strategies for e-commerce, optimizing campaigns to meet ROAS goals and expand digital reach across multiple channels.• Partnered with technology partners and agencies to build digital products, MVPs and pilots leveraging forward-thinking new technologies to accelerate revenue growth and support sales teams. • Championed an entrepreneurial, “start-up” culture of agile innovation and consumer-focused design principles based on data, consumer journey workshops, and industry insights to create product roadmaps.• Led cross-functional teams to share best practices and build scalable, connected experiences.• Executed rebrand of newly acquired robotic barista coffee machine including website and consumer app.• Determined market launch strategy identifying key competitors, conducting marketplace analysis, market sizing, and positioning.• Conducted competitive analysis in SEM space identifying opportunities to capture additional market share in the personalized gift segment.

Atlanta, Ga, Us

Led D2C and B2B2C ecommerce technology strategy and roadmap including digital shelf, commerce, syndication, order management, insights and fulfillment platform selection and implementation supporting 100% YoY eCommerce volume growth of approximately $300M annually. • Led D2C storefront initiative driving cross-sell/up-sell opportunities across the Coca-Cola portfolio of brands.• Led Alternative Route-to-Market enterprise solution to automate processes supporting the first bottler-fulfilled ecommerce capability. • Represented the ecommerce team providing requirements on cross-functional enterprise initiatives such as developing a PIM (Product Information Management) or DAM (Digital Asset Management) tool that could meet ecommerce needs.• Negotiated contracts with SaaS vendors and consulting firms.

Atlanta, Ga, Us

Initiated agile development of marketing operations solutions to improve automation and productivity, improving performance across multiple marketing functions including packaging graphics, media & sponsorship, creative ad production, consumer data, data analytics tools, social publishing, DAM, and rights management.• Built custom agile data visualization and saved 10% of over $500M annual sponsorship investment.• Managed packaging graphics tool, increasing capacity from 2500 to 5000 packages produced annually.• Pioneered a Global and North America partnership to launch Salesforce to support global marketing project management including a complex SAP integration for managing budgets in multiple currencies and accounting systems. • Did Brand Management stretch assignment for the Seagram’s Ginger Ale brand proposing a strategy focused on the $24B alcohol occasion. Led partner conversations with major alcohol brands including Diageo and Brown Forman positioning Seagram's as the approachable, premium ginger ale. Led market and consumer research, agencies leading the brand launch strategy, product strategy and spearheaded a bartender competition to showcase Seagram's brands.

Atlanta, Ga, Us

Implemented multi-year, multi-platform digital transformation infrastructure for brand and consumer marketing creating a connected, data- driven marketing capability to support 6 million MyCokeRewards consumers and drive more targeted, immersive marketing experiences for new consumers.• Led the Coca-Cola Global Marketing Technology council for North America and led the implementation of a new content Management System and web content authoring service on Adobe.• Represented North America to provide business requirements and the RFP to select the Digital Asset Management tool for all of Coca-Cola Marketing.• Led external consulting firms in the selection, implementation and deployment of core marketing technology platforms required to create a connect consumer experience including selecting our AWS cloud provider, Adobe for CMS, Salesforce for project management, budgeting and collaboration, a custom DAM for asset management, IBM for Campaign Management and a suite of Social listening and Publishing tools.

Led high-impact consulting engagements across multiple industries, providing strategic direction and execution in marketing and digital transformation. Delivered measurable results for clients ranging from Fortune 500 companies to nonprofit organizations by designing and implementing strategies and product launches that optimized customer engagement, increased revenue, and enhanced brand positioning.• Turner Broadcasting(Warner Media): Served as Program Manager for the successful launch of new digital product. Led cross-functional teams in agile backlog planning, prioritization, and delivery, ensuring on-time execution and seamless rollout.• Lowe's Home Improvement: Developed and implemented a digital strategy to increased customer loyalty and lifetime value by 30% through an immersive, cross-channel experience, integrating personalized experiences across digital and in-store channels to drive engagement and retention.• CBS News: Created a comprehensive brand and programming strategy for a new network concept, utilizing 700,000 hours of archived content. Delivered a business case that demonstrated growth and monetization opportunities for executive buy-in.• K.I.P.P. Metro Atlanta Charter Schools: During the C.O.O.'s maternity leave, created a marketing and advocacy plan to drive community engagement, positioning the organization for sustained growth during a critical period of leadership transition.• AT&T: Conducted in-depth market analysis for new local advertising product, developing pricing strategies projected to generate $500M annually. • Fuse TV: Led end-to-end digital marketing campaigns, including SEM, media buying, PR, and creative asset development, resulting in a 25% increase in viewership and engagement.• The College Board: Planned go-to-market communication strategy for a new offering, reaching an audience of 50 million students and educators. Developed messaging frameworks and promotional tactics that drove early adoption and engagement.

Mba, Marketing And Finance

B.A., English Language & Literature