Tara Webber Email & Phone Number

Smithfield, Rhode Island, United States

Smithfield, Rhode Island

Massachusetts

As the Digital Marketing Manager I am responsible for managing, executing, and analyzing integrated marketing programs to drive customer response, online traffic, and lead generation. I focus on developing and executing campaigns in line with the company’s digital strategy utilizing a variety of online and offline tactics to support lead nurturing, lead generation and customer engagement. Some of my key accomplishments include:- http://www.trimarkusa.com/products. Creation of an online catalog of products. - Implementation of Oracle Eloqua (transitioning from Pardot / Salesforce). Earned Oracle's B2B Masters certification.

Norwood, Ma

As the marketing manager I directly contributed to marketing activities, managed a group of marketing professionals, and governed the marketing communications project pipeline (including planning, results/leads, and budgets). I was responsible for providing recommendations on how to utilize marketing to facilitate Instron’s strategic initiatives. My key accomplishments in this position included:- Successfully managed a team of marketing professionals focused on direct and digital marketing, web, and graphic design. - Definition and implementation of a new web and customer engagement platform. Managed the project through the many phases from gathering requirements, vendor selection (RFP & use case creation), defining ROI, and approval. I also managed vendor relations, site design through to implementation, content migration strategy and implementation, site analysis, and migration of global languages. Created a future road map and plan for execution. (see link below)- Streamline the annual marcom global budgeting process using the USa methodology. Reducing the number of documents needed as well as the time to complete the process. - Participated in an Opportunity Evaluation (OE) focused on website customer experience. Developed a research plan and presented to stakeholders for approval, created an interview guide and executed customer feedback interviews, organized and analyzed data for trends and reported findings, created story boards based on the analytical findings, held ideation sessions, created concepts and canvases to be used to test and rank each concept, collated all aspects into a plan to be used to create the long range plan for instron.com. - Increased focus around marketing metrics by creating and sharing metric reports highlighting website health, lead generation activities and performance, and opportunities in the pipeline.

Norwood, Ma

As the Senior Marketing Communications Specialist I was responsible for supporting marketing strategies and corporate goals by supervising the development, planning and implementation of programs/projects across all channels. Some of my key accomplishments in this position included:- Researched and proposed a social media strategy and policy that resulted in the hire of a new social media specialist to initiate Instron’s social media marketing. Maintained a technical role keeping the tools on brand (skinning and setup) as well as integrated with the Instron website. - Planned, managed and implemented the marketing plan for a business unit within Instron. Plan was completed successfully and under budget. Researched and implemented a new CMS tool (DotNetNuke) to replace their existing website that was outsourced by an unresponsive vendor. Proposed, designed and implemented the new website within a 6 month timeframe. The website was released in 5 languages including English, Chinese, French, German, and Russian.- Started project management of web projects including complete overhaul of the site's look and feel, as well as converting specific sections (Products, Testing Solutions, and Glossary) to a custom built CMS tool. Ran customer validation interviews on prototypes (both front end and back end) to confirm the design and functionality before implementation began. - Worked closely with the CRM implementation team to help map the process of CRM specific to the integration points with marketing – the web lead routing process.

Norwood, Ma

As the Marketing Communications Specialist I efficiently and effectively met the company's objectives by implementing a number of different marketing projects. My specific responsibilities were focused around digital marketing tactics, primarily email marketing. Some of my key accomplishments in this position included:- Established Instron’s presence on YouTube by introducing the Instron Expert YouTube channel.- Proposed and launched a campaign aimed at growing our subscriber base. Utilizing the offer of an eBook (linked below) I successfully increased our email audience. Was responsible for the creation and distribution of the eBook.- Focused on the successful creation and delivery of email marketing campaigns and newsletters. Redesigned the company newsletters to better align with branding and user experience initiatives. Moved from a custom built email tool to an online platform resulting in 75% time and resource savings as well as enhanced tracking of ROI.

Norwood, Ma

As the Marketing Communications Coordinator I collaborated with the marketing, design and web development teams to implement and execute a multitude of projects such as tradeshows, web site developments, email marketing campaigns, direct mail initiatives, telemarketing efforts, and maintained media relationships. Some of my key accomplishments in this position included:- Streamlined the literature management ordering and fulfillment process using the USa methodology and introduced the Kanban system to control inventory. Created usage reports for key stakeholders to help them manage the quantities they purchased and make informed decisions based on data. - To alleviate pain points with the media file storage system, I researched and proposed an alternative IMS solution that was accepted and is still utilized globally. I managed the transition from the old system to the new platform.- As a department we far surpassed lead targets each year. - To decrease media spend, I proposed bringing both photography and videography in-house. This involved managing the purchase of suitable equipment and software and organizing training for the team.- Managed the press release distribution process for Instron. In 2006, secured 246 press placements far surpassing our goal of 180. In 2007, secured 272 placements far surpassing the goal of 215. I also secured the opportunity for Instron to work with National Geographic on a television special showcasing superhuman strength and then managed the project from the first negotiations with the producer through production, editing, and promoting.