Ruth Baucom Email & Phone Number

St Petersburg, Florida, United States

• Led Marketing’s vendor selection of a Content Management System and currently act as Marketing Lead for multi-team Contentstack CMS implementation project• Worked with stakeholders, Marketing, Compliance and engineering team to maintain bank’s website, which receives over 1 million unique monthly pageviews• Managed a Marketing Data Analyst to execute Power BI reporting, custom email lists and marketing data project• Executed email, web and online banking communications about COVID-19 updates, the Paycheck Protection Program and Economic Impact Payments, including timely messages about building savings• Established and managed Ringlead, PFL and SurveyMonkey integrations with Marketo• Implemented a new Workspace and Partition in Marketo to host employee data and automated employee anniversary emails• Implemented Marketo Web Personalization to target website visitors with personalized messaging and velocity scripting to create highly personalized emails• Managed brand PPC campaigns in Google Ads and Microsoft Advertising to generate 10% of website sessions• Led project to implement redesigned website location pages hosted via Chatmeter, increasing pageviews by 35%, entrances by 62% and time on page by 13% compared to the previous quarter• Used Google Analytics to provide website and campaign performance reporting and championed the use of UTM parameters among team• Created targeted marketing promotions and notices within the mobile banking app and online banking• Acted as primary admin in Workfront and used Jira to submit Marketing requests to Engineering• Managed online presence for banking centers via Chatmeter, a location and reputation management provider• Acted as Marketing Lead for multi-team project to onboard WalkMe, a Digital Adoption Platform

St Petersburg, Florida, United States

• Oversaw project for custom API integration of daily customer data sync from a data warehouse to Marketo• Automated onboarding program in Marketo for new customers, resulting in 10.7% engaging in new banking services

Tampa, Florida

• Managed three Marketing Automation Specialists and Coordinators, performing reviews, holding one-on-one meetings, training, approving timecards and providing guidance to maximize the team’s potential • As the Marketing Automation Team’s Product Owner, held bi-weekly backlog grooming sessions with stakeholders, prioritized backlog user stories and hosted sprint planning• Oversaw email marketing for 10 higher education clients’ lead acquisition, lead nurturing and student retention efforts with an average open rate of 26.3% and click-through rate of 3.5%, both higher than industry average• Acted as primary Marketo admin, managing an 800,000+ lead database, SFDC sync, field and SFDC custom object usage, LaunchPoint integrations, users, Sandbox refreshes and naming conventions• Automated previously automated emails from Salesforce Marketing Cloud and other homegrown systems in Marketo and created new efficiencies by automating additional emails, including the sales representatives’ initial contact emails, saving 13,147 hours or $345,694 in payroll expenses per year• Implemented Knak, which integrates with Marketo, to nearly eliminate developer dependencies in the email and landing page creation process• Implemented Chili Piper appointment-setting technology as a trial for two clients to allow customers to schedule a convenient phone call instead of receiving frequent calls and emails• Coordinated with a Business Analyst to shorten the team’s email creation lifecycle by 3-5 days by refining our smart list (email audience) creation process and removing dependencies from other teams• Created Marketo lead forms for marketing websites to minimize developer dependencies • Set up lifecycle stages and initial cross-client lead scoring as a starting point for its lead scoring model• Used Marketo Analytics, Marketo Revenue Cycle Explorer and SFDC Reports to determine success of campaigns

Tampa, Florida

• After one year in Marketo compared to Salesforce Marketing Cloud, increased the average open rate from 4.5% to 19%, click-through rate from 0.8% to 2.5% and deliverability to the inbox at the largest volume email client Gmail from 19.4% to consistently above 90%• To establish a framework for prioritizing and completing work, initiated the use of Agile methodology for the Marketing Automation Team, whose scrum team consisted of a scrum master, marketing automation team members, developers and software quality assurance specialists • Established processes for request intake, asset creation, peer review, stakeholder review in Litmus Proof and QA• Developed engagement programs in Marketo for each client to nurture leads who were not successfully contacted by the sales team, which influenced the conversion of 1.47% of those leads to opportunities in SFDC• Ran A/B tests to optimize email content and increase email success rates

Tampa/St. Petersburg, Florida Area

• Worked alongside a Marketo consultant to expedite a Marketo implementation, which included setting up the structure for 16-workspace production and sandbox instances, Salesforce (SFDC) sync, several complex programs and a custom solution for purposeful duplicate leads to accommodate business requirements

Tampa/St. Petersburg, Florida Area

• Performed a COTS Analysis to compare marketing automation platforms and select the best fit for the business as it transitioned away from using Salesforce Marketing Cloud (ExactTarget)• Helped to establish framework for brand-dynamic SFDC emails using merge fields and established about 300 templated SFDC emails for sales and customer service representatives for Bisk’s SFDC CRM implementation

Sarasota, Florida Area

• Wrote or edited all B2B and B2C content, including web copy, business communications, social media posts and media releases • Managed two Internet Marketing Strategists and collaborate with social media team in Bogotá, Colombia • Supervise responsive consumer email communications from design to implementation• Manage social media analytics, customer service and content generation• Launched and currently supervise a Net Promoter System program, which includes surveying customers, following up with phone calls and reporting on data to improve the customer experience • Perform voice recordings for phone system

Created a financial literacy campaign for Ally Financial that won first place out of more than 50 teams in the Public Relations Student Society of America's 2010-2011 Bateman Case Study competition • Developed a grassroots financial literacy campaign with four other students• Conducted secondary and primary research, branded the campaign, hosted promotional events, created educational and promotional collateral, hosted money management sessions and evaluated campaign• Created 200-page book for competition entry and presented campaign to a panel of judges in New York City

Gainesville, Florida Area

• Redesigned and maintained website using WordPress and created interactive contribution page• Wrote articles for newsletter and • Engaged in fundraising

Atlanta, Georgia

• Obtained more than 75 placements in print, radio and television by writing media releases, creating press kits and pitching stories• Used Google Alerts to track daily media hits• Solicited donated digital billboard space• Photographed special events and fundraisers

Gainesville, Florida Area

-Conducted interviews and wrote articles for community spotlight ofmonthly newsletter -Updated social media-Promoted fundraiser and recruited donors and volunteers

Bachelor'S Degree, Public Relations, French And Francophone Cultures

International Affairs And The Public Sphere

Activities and Societies: English Tutor at Collège Jean Moulin (French middle school)• Completed four courses with more than 20 guest.