Patricia Speziale Edwards Email & Phone Number

Asheville, Nc, Us

Boulder, Colorado, Us

Boulder, Colorado, Us

Direct and execute consumer revenue growth strategies for Outside’s mapping apps, Gaia GPS and Trailforks: ‣ Optimization and testing of consumer funnel experiences, including creative testing, checkout efficiency, and channels.‣ Ongoing data analysis of funnel, stickiness, and feature engagement matrices to identify actionable insights and opportunities for growth and product engagement.‣ Working with cross-functional team members to develop and execute integrated go-to-market strategies for mapping feature releases.‣ App store optimization including keyword strategies, experiments, and product page optimization to grow app downloads. ‣ Crafting end-to-end customer journeys designed to acquire, activate, convert, engage, and retain mapping users, including but not limited to persona development, onboarding, and marketing automation.

New York, Ny, Us

Drive subscriber growth of 200+ local and national news and sports products through robust experimentation and analysis. Own key metrics of the free-to-paid consumer journey, identifying opportunities and delivering consumer experiences designed for subscription growth and retention.

New York, Ny, Us

Direct and execute subscriber growth strategies for 200+ local Gannett properties, USA TODAY, USA TODAY Sports+, and USA TODAY Crossword apps.During my tenure, I worked with cross-functional teams to transform the company's local and national app portfolios into one of the top subscription growth channels. We achieved remarkable growth, including a 400%+ increase in paid users and a 500%+ increase in consumer revenue within just 24 months. Key areas of expertise:‣ GTM strategies for product launch‣ Optimization and testing of consumer marketing experiences‣ Cross-functional team product marketing management ‣ Paid (search), store presentation/ASO, and owned-and-operated channels ‣ App subscriber retention, reducing app subscriber churn‣ Subscription growth in off-platform channels (SwG, AMP, FBIA, Amazon)‣ Institutional (educational) and group subscription marketing and sales strategies

New York, Ny, Us

Lead the marketing and consumer acquisition programs for various Gannett properties in United States. Work closely with local news and brand teams to plan and direct consumer sales, marketing, and event activation activities.Digital evangelist - evaluating, testing and adopting marketing tech stack to integrate multiple platforms into full-funnel customer journeys. Developed playbook and best practices for cross-platform audience development and conversion.

New York, Ny, Us

Lead marketing and consumer acquisition programs for five metro and mid-sized Gannett properties in Eastern United States. Work closely with local news and brand teams to plan and direct consumer sales, marketing and event activation activities.In addition to five site responsibilities, also lead development and execution of enterprise digital, email and social sales campaigns for company: Working with channel specialists and group directors, develop testing hypotheses to optimize existing social/digital platforms. Working with creative agency, direct development and deployment of creative assets. Working with local and regional sales managers, oversee campaign execution. Working with group analysts and creative agency, evaluate and communicate campaign performance to group directors.

New York, Ny, Us

Lead regional marketing and consumer acquisition programs for USA Today Network sites in Southeast. Work closely with local and group sales managers, and local news and brand teams to plan and direct consumer sales, marketing and event activation activities. Own training and development of new sales managers. Work with online sales managers to lead the testing and general release of new digital content marketing and acquisition platforms. Notable works:Built enterprise blueprint for successful content marketing programs using content discovery networks (Taboola, Outbrain) and social platforms (Twitter, Snapchat, Facebook/Instagram and YouTube/GoogleAds).

New York, Ny, Us

Oversee the development of consumer acquisition, retention and engagement initiatives for USA Today Network / Asheville Citizen-Times (Asheville, NC) and The News Leader (Staunton, VA). Work closely with local and regional senior management to direct consumer sales, marketing and event activation activities to generate print and digital subscription sales. Monitor integrated inbound and outbound campaigns using a variety of sales channels including print advertising, direct mail, email, inserts, telemarketing, digital and social media as well as other internal and external resources. Notable accomplishments:Responsible for 23% YOY sales growth in digital/online channels in 2018 (F6), and 10% in 2017.Lead enterprise-level email testing program to improve channel sales and engagement through iterative design and list optimization. Developed lead re-marketing model across digital and social platforms.Lead growth strategies, including expanding and implementing traditional/nontraditional sales channels and lead generation campaigns across multiple platforms to grow subscription-based print and digital revenue. Work with regional digital innovation team to identify, test and launch new acquisition platforms.

As VP of non-profit arm of Asheville Citizen-Times, raised and donated more than $180,000 to local non-profit agencies. Oversight of Asheville's largest road race, Asheville Citizen-Times City Marathon, Half Marathon and 5K - primary source of funding for the non-profit.Responsible for charitable solicitation compliance with NC Secretary of State and all federal requirements. Gannett Foundation administrator, managing grant-vetting and financial distribution in bi-annual cycle.

Direct internal and external communications, community affairs, marketing and brand management for the Asheville Citizen-Times. Identify, develop and manage opportunities for audience and revenue growth including but not limited to planning, budgeting, and executing special sections and custom print publications, websites and events. Notable accomplishments:Working with internal Scarborough and Acxiom teams, built the enterprise model for identifying key growth audiences. Developed and executed growth plan for consumer sales, newsroom and advertising teams to build readership and revenue around audiences.Developed award-winning “personalities” campaign that became the playbook for marketing to key growth audiences.Transformed department into profit center through new business development, including launch of Scene magazine, annual Camp Expo, Live Well blog, and variety of ad hoc client products/events.Local ADDY Award and INMA Awards winner

Fayetteville, North Carolina, Us

Lead marketing department for an independently-owned newspaper in military community of Fayetteville, North Carolina. Primary responsibilities include implementing branding, research, community service, and event initiatives to support readership and revenue growth of existing and new products. Serve on operating management board to support and coordinate strategic business initiatives.

Tucson, Az, Us

Direct revenue-generating niche product strategies for joint operating agreement between Gannett (Tucson Citizen) and Lee Enterprises (Arizona Daily Star). Lead five-person specialty publications/events support staff. Drive the development and production of 10 niche print publications (glossy magazine and newsprint), online products and events, as well as 15 specialty newsprint publications (special section inserts). Responsible for the growth of existing products and development of new products, including but not limited to prototyping, production, sales, promotions and event marketing, and distribution channels. Administration of budget. Work closely with JOA Operating Committee to develop and implement niche product strategies. Identify and benchmark primary objectives for new business development. Notable accomplishments:Development and launch of ‘Q,’ an upscale lifestyle magazine distributed to key affluent Tucson communities.Creation of (revenue generating) annual 40 under 40 event aligned with weekly business publication.

Pensacola, Florida, Us

Lead marketing initiatives for the Pensacola News Journal’s nine niche products. As a member of the specialty publications and event operations team, involved in new product development strategies. Responsible for all marketing services including marketing budget, sales promotion, Web site development, public relations/community sponsorships, event marketing/trade shows, and marketing communications for the News Journal’s niche product portfolio.

Bachelor Of Architecture - Barch, Architectural Design

Master Of Business Administration - Mba, Business, Management, Marketing, And Related Support Services

Product Marketing Core