DIGITAL MARKETING EXPERIENCE AND REPORTING

Digital marketing is an integrated channel at Staples Promotional Products. In the Senior Field Marketing Manager position, it was imparative to drive sales to either field sales representatives or the online channel, StaplesPromotionalProducts.com. E-commerce digital marketing needs included database marketing, creative contributions, campaign analysis and interpretation of digital marketing results

  • Establish strategic e-commerce and field sales marketing plans and execute utilizing a combination of email marketing, digital advertising, company blog, and organic plus paid search to contribute over $22 million in proven revenue boasting an amazing profit margin.
  • Utilized SEM and SEO strategies to drive traffic to YourBrandPartner.com and StaplesPromotionalProducts.com
  • Regular content contributer to YourBrandPartner.com. Developed quarterly content calendar with social media team to execute against.
  • Responsible for the creative, database management, deployment and results of e-mail marketing that reaching millions of contact per week. Includes A|B testing, text experiments, and other analytical experiments.
  • Implemented Google Analytics Data Studio Dashboards on all e-store, blog, and e-commerce properties (approximately 65 sites) to provide a holistic view of site performance. Dashboards include Analytics, Tag Manager, Optimize and Attribution tracking based on Dimensions, Metrics, Segments and Channels. Set up and configuration of DTM-Analytics-Test & Target integrations.
  • Manage print and digital collateral creation and deployment such as catalogs, flyers and direct mail, plus ecommerce marketing communications for mid-market and commercial level accounts.

U, Inc. launched their car event aggregator website, motionu.com, in 2016. I was brought into the company to provide an integrated marketing plan and execute on that plan utilizing every channel available with no budget for digital spending. Each U, Inc. web property had their unique needs and challenges, which included implementating various forms of communication, such as video and texting, into the marketing mix.

  • All U, Inc. websites were reviewed for proper keyword and tag set up resulting in better search performance.
    • CongregationU.com saw a major site speed improvement after review and updates to the JavaScript and alt coding.
    • SP2.com saw a large jump in organic search results once keywords and tags were updated and placed in proper containers. Site speed also improved.
    • MotionU.com needed improvements in mobile performance to match the way users are utilizing the site, as well as tag and keyword reviews.
  • Email marketing was increased with regular communications to each company email list. This increased site traffic, overall sales, and awareness.
  • By listening and participating in an online conversation with auto enthusiast and TV show host, Richard Rawlings of Gas Monkey Garage, I was able to add over 900 "likes" to our Facebook page with one interaction. We saw organic site traffic increase 50% over the next month, the email marketing list grew over 800%, and social shares skyrocketed over 400%. 

When I began my position at InkCycle in 2005, social media consisted of personal MySpace pages and little else. As the channel grew, more and more importance was placed on the ease of access of social media. I began implementing our social media presence into our integrated marketing plan.  I've attended regular training sessions to learn best practices, and also taught introductory social media classes to our dealers at industry events. 

  • Create and maintain social media network for the company as well as their many branded properties. 
  • Create campaigns, manage daily conversations, content creation and monthly review of metrics and ROI through online and channel reporting software.
  • Regularly create interesting content by utilizing our brand story to garner online attention through social media networks. 
  • Manage and maintain company blog at www.toolsfortraction.com. 
  • Implement use of social media into the entire integrated marketing program for the company.
  • Determine the best use of social media for different networks:
    • Facebook: Mostly used for communication with employees.
    • LinkedIn and Twitter: Used for dealer communications. Listening to the dealers, finding their pain points and learning how we can provide them a better value.
    • YouTube and Vimeo: Housing video content for dealer use, and to share information with outside companies by creating and uploading private videos.
  • Maintain above industry averages for email newsletter open rates (38%), new release open rates (42%) and click through rates (29.8%). This is due to always providing relevant, fresh content.

I am Google Adwords certified, passing certification in Fundamentals, Search Advertising, Display Advertising, Video Advertising, Mobile Advertising and Shopping Advertising. I am also Google Analytics Academy certified in Digital Analytics Fundamentals, Google Analytics Platform Principles and Google Tag Manager.

Certifications in several email system management systems including Constant Contact and emfluence round out my social media related certifications. I began the Marketo Certification process, however, my company discontinued sponsoring me in the program due to the financial situation of the company.