The Innovation team fosters a startup culture within a Fortune 100 company to build new products from the ground up. As a marketer supporting Innovation at Nationwide, I manage end-to-end marketing strategies to support the launch and sustainable growth of novel insurance and financial services offerings. This includes:-Creating target audiences, segmentation, value propositions, positioning, messaging, and creative using qualitative and quantitative research, internal resources, consumer insights, market trends, and competitor analyses -Developing new marketing capabilities-Continuously measuring campaigns to analyze and improve tactics and appropriately allocate budgets-Managing entry-level associates and help team members understand and contribute toward objectives -Navigating ambiguity and frequent project pivots to provide the best, most profitable customer experienceAccomplishments: Achieve pilot objectives for new life insurance product by collaborating with external vendors and internal marketing partners to develop, activate, and optimize digital channel marketing strategies. Obtained approval to expand pilot from direct (D2C) to intermediary (B2B/B2B2C) channelMaintain a ~20% increase in term life insurance sales by leveraging external vendor’s retargeting capabilities Enable customer acquisition for new, small business parametric insurance product by developing original creative concepts, value propositions, and messaging that resonates with agents and consumersMeet funnel objectives and achieve profitability KPIs by collaborating with internal teams to create and execute B2B sales enablement marketing plans for new parametric insurance product Exceed enrollment goals and achieve a 77% higher conversion rate compared to similar emails for pilot hailstorm text message alert service for existing customers. Gained approval to expand weather-related text message alert offerings to additional states and perils

Responsible for meeting direct channel (D2C) sales goals for auto and home insurance products. Led cross-functional teams to develop and execute go-to-market plans. Collaborated with internal and external teams to manage paid media campaigns in paid social, paid search, display, and aggregator channels. Analyzed data and trends to identify opportunities for new tests. Created, executed, and optimized tests to drive profitable growth. Partnered with the data and analytics team to consistently understand the return on investment (ROI). Communicated with leaders and stakeholders to build awareness around how marketing contributions supported business growth goals. Worked with and presented to senior leaders. Managed and allocated budget for D2C channel. Expanded scope of work by supervising and coaching entry-level associates Accomplishments: Drove sales 12% above annual plan by leading a cross-functional team responsible for creating and executing brand marketing strategies to acquire and retain auto and home insurance customers in the direct channel Increased sales attributed to SEO by 24% year-over-year by conducting keyword research and optimizing content marketing tactics in partnership with internal teams and external SEO agencyDelivered 3% incremental sales by testing new marketing channel strategies and optimizing within existing tactics Earned 5% increase in sales and reduced expenses by automating email remarketing journeys for prospects who abandoned quotes Demonstrated Marketing’s contribution to Business goals by generating monthly scorecards and presenting to senior leaders

Led marketing strategies to promote small business insurance products sold directly to consumers (B2C) or through agents (B2B). Worked with cross-funtional teams to create and manage paid media campaigns in paid social, display, programmatic, and aggregator channels. Developed, launched, and optimized a new content marketing strategy for small business owners and their agents. Managed a content marketing calendar. Collaborated with a team of internal and external writers to scale content. Partnered with SEO, PR, and social media teams to distribute content and increase traffic. Acquired and analyzed data to identify growth opportunities. Managed and mentored entry-level associates to contribute to growth plans and team goals Accomplishments: Increased sales by 20% annually by creating and launching a new SEO-optimized content marketing strategy. Partnered with web developers, designers, writers, and SEO vendor to continuously improve results Drove a 119% increase in agent shares and a 148% increase in engagement on social media by creating and distributing unique content Generated a 46% increase in business insurance quote starts from Nationwide’s homepage by conducting a UX analysis and using data to advocate for changesEarned over 100M viewable impressions by launching the inaugural Pitch to Win, a competition for startups that generated awareness of Nationwide’s business products

Managed digital marketing strategies to acquire customers through 300+ affiliated groups. Created, launched, and optimized marketing journeys to achieve sales goals. Collected and synthesized data to improve marketing tactics. Partnered with paid media team to launch and manage day-to-day paid campaigns across paid social, display, aggregator, and affiliate channels. Implemented process improvement to drive incremental growth and reduce expensesAccomplishments: Grew paid display ad sales by 50% after shifting list management process from Excel to CRM platform Salesforce and improving list size and accuracy Increased paid display ad sales by an additional 82% and decreased the cost of acquisition by 49% after implementing campaign optimizationsAutomated email processes using Salesforce, decreasing email deployment errors by 95% and saving 80% in process and list management feesReduced landing page errors by 82%, resulting in a 92% savings in labor hours and a 90% improvement in speed to market, by automating and improving processes

Created the university’s first digital engagement strategy for alumni. Developed relationships with alumni to acquire user-generated content. Built and collaborated with a team of influencers. Wrote and edited copy for social media and websites. Managed a content marketing calendar to optimize around promotion-worthy events or seasons. Acquired and analyzed data to optimize content marketing strategies. Created, executed, and optimized low-budget paid social campaigns using Meta Ads Manager and LinkedIn Ads. Hired and developed internsAccomplishments:Researched, developed, and executed content marketing strategies to increase alumni engagement and giving on social media and the web, resulting in: 189% increase in engagement and 42% more followers on Facebook over two years50% more Twitter followers over two years49% increase in impressions and 39% higher engagement on LinkedIn in one yearEarned 12X higher reach on Facebook and 5X higher reach on Twitter over other posts by researching, creating, and delivering innovative social media content that uniquely resonated with alumniIncreased alumni engagement and giving by managing the social media voice for Archie Griffin, Alumni Association President/CEO and only two-time Heisman Trophy winner

Originated and launched social media and content marketing strategies for Student Life, increasing engagement and retention of current Ohio State students. Wrote copy for social media, websites, and printed materials. Collaborated across departments and with students to keep the website and social channels relevant and engaging. Gathered and analyzed metrics to improve content marketing strategies. Hired and managed interns Accomplishments: Grew Student Life’s Twitter following by 169% and Facebook following by 59% in two yearsIncreased traffic to Student Life’s websites from social media by 777% in two yearsEarned 69% higher engagement on Facebook and 49% higher engagement on Twitter over other posts by sharing content that uniquely resonated with students

Wrote reviews for recent music album releases, focusing mostly on indie and alternative rock. Provided consultation on website optimization, content creation, increasing traffic and monetization.

Created and optimized social media and content marketing strategies to acquire new students, retain existing students, and promote the college to the community. Wrote and edited copy for social media and the website. Served as the campus photographer and videographer. Regularly monitored, reported, and analyzed traffic and engagement metrics for college social media. Used data to make strategic recommendations to Sinclair’s social media plansAccomplishments: Increased Facebook following by 1000% in two yearsImproved social media response time by 90% after developing relationships across the organization and enabling quick and accurate answering to students’ questions

As a math proctor, I taught college students basic college algebra. After being promoted to senior math proctor, I managed a classroom of up to 30 students and 8 proctors.

Maintaid and updated databases using MS Excel and MS Access

At Elder Beerman, I provided excellent customer service. In addition, I stocked, arranged, and priced merchandise for various sales and seasons, arranged displays in intimates, juniors, and children departments and assisted in arranging floor sets for various seasons.