Lina Racaniello Email & Phone Number

Montreal, Canada Area

Montreal, Canada Area

• Restructured a marketing team from a production and support mindset to a lead generation and product marketing focus, which included a resources gap assessment and strategic business plan• Developed brand positioning, archetype and messaging for multiple product lines, including 2 mobile apps, under the master ADT brand• Implemented various lead generation programs (remarketing, display advertising, geo-fencing digital campaigns, mobile campaigns, paid search through Google and Bing)… Show more • Restructured a marketing team from a production and support mindset to a lead generation and product marketing focus, which included a resources gap assessment and strategic business plan• Developed brand positioning, archetype and messaging for multiple product lines, including 2 mobile apps, under the master ADT brand• Implemented various lead generation programs (remarketing, display advertising, geo-fencing digital campaigns, mobile campaigns, paid search through Google and Bing) that resulted in a 30% decrease in cost per lead (CPL) YOY• Created new analytics dashboards to track and optimize metrics based on lead generation results• Developed new content marketing strategy and social media protocols• Created and implemented a new campaign management process to improve our go to market approach from 6 months down to 2 months planning cycles• Successfully launched 6 new products within a period of less than 9 months• Implemented new budget processes and turned around a six-figure deficit in less than 3 months Show less

Montreal, Canada And Atlanta, Georgia (Usa)

• Developed business plan to achieve sales targets through lead generation, acquisition programs and retention activities• Restructured a team of digital and communications professionals • Launched a new lead gen program via LinkedIn and outbound account nurturing with a new campaign management system• Implemented various PPC, SEO and digital optimizations • Developed business requirements and project plan for a new shopping cart on Internap.com• Created and implemented a… Show more • Developed business plan to achieve sales targets through lead generation, acquisition programs and retention activities• Restructured a team of digital and communications professionals • Launched a new lead gen program via LinkedIn and outbound account nurturing with a new campaign management system• Implemented various PPC, SEO and digital optimizations • Developed business requirements and project plan for a new shopping cart on Internap.com• Created and implemented a new campaign management process Show less

• Developed brand plan in line with corporate cultural vision and worked with team to execute integrated communications plan (advertising, digital, merchandising, PR, social, search)• Developed Customer Experience strategy and successfully led program efforts to acquire multi-million dollar funding from our North American board• Created various communications plans to promote the company’s mission and product lines• Member of global marketing team, working in tandem with… Show more • Developed brand plan in line with corporate cultural vision and worked with team to execute integrated communications plan (advertising, digital, merchandising, PR, social, search)• Developed Customer Experience strategy and successfully led program efforts to acquire multi-million dollar funding from our North American board• Created various communications plans to promote the company’s mission and product lines• Member of global marketing team, working in tandem with international colleagues, to contribute to new product releases and localization efforts for the Canadian market• Led corporate initiative to select, project manage and implement a new email platform in conjunction with SAP CRM system. In parallel, created new processes for ecommerce sales, search marketing and analytics• Launched “social care” customer service program (Social Media Team & Listening Program)• Designed and executed multiple PR programs for product launches, blogger outreach, and influencer strategies• Led multiple digital programs, website and application integrations and content strategy that doubled website traffic over a period of 2 years• Led CSR (corporate social responsibility) projects with our HR executive leadership, including the launch of a national charitable partnership and the implementation of environmental causes Show less

Executive Program, Marketing Strategy

Mba, Management

Graduate Certificate, Ebusiness

Bachelor, Marketing

Activities and Societies: Beta Gamma Sigma