VisualCV

As VP of Client and Intearctive Services I maintain client relationships at the highest level, operating as our clients’ chief marketing officer.  I also have significant responsibilities associated with securing new business.

It is my responsibility to demonstrate value to our clients by helping their business grow with sound marketing strategies and tactics, primarily focusing on interactive. 

My position has profit and loss responsibility.  It's my duty to help manage the mutual financial benefits for EAG and our clients and be an expert in contemporary marketing tactics.  I assist in managing teams, direct reports and contract vendors. My position requires equal parts, ‘thinker’ and ‘doer’.  

Duties include:

• Conduct needs assessment and identifies opportunities for clients 
• Establish and manage budgets as appropriate 
• Develop social media plans designed to activate and engage consumers with client's customers as well as well as B2B social and interactive marketing programs designed to attract new customers, sponsors and new business opportunities
• Lead the development of client's social media strategy including its Facebook pages. Manage the execution of the global strategy on an ongoing basis 
• Identify and manage interactive marketing programs opportunities with new digital media channels 
• Develop, execute and manage an active and evolving interactive marketing plan for each client.
• Develop and implement the company's search engine marketing program for both B2C and B2B practices 
• Analyze consumer, economic, retail trends, competition and changing market dynamics; adjust plans as needed to meet/maximize changing conditions 
• Interview, assist in hiring and direct third party resources as appropriate and necessary to achieve goals 
•  Prepare cost versus return analyses on assigned marketing projects 

MARKETING EDITOR, CORRESPONDENT AND PRODUCER

About.com, New York, NY (Owned by New York Times) June 1997 to Present

Working as Editor and Freelance Writer, developed Marketing Channel for About, which was purchased by

The New York Times in 2005. According to Nielsen’s NetRatings About.com is a top 10 Web property used by

one out of every five people on the Internet. It holds a valued role in the lives of more than 29 million opinion

leaders as a preferred source of original consumer information and advice. Report to the Senior Editor.

Development of About's Internet Conferencing Channel / Driving Revenues & Start-Up to 3/4

Million Viewers Monthly – Developed About's Marketing Channel, which encompasses branding,

positioning, sales, business development, and all forms marketing. Increased visitors by over 212%

within first quarter.

Instrumental In Driving Channel Revenues / Being Selected to Manage 2 Additional Channels –

Worked closely with About's marketing team to locate and generate advertising leads for this niche by

positioning it as one of the top Marketing web sites on the internet; instrumental in achieving a

significant increase in About revenues.

Company-Certified Subject Specialist / Authoring Articles Published in Industry Magazine –

Conduct site reviews, writing featured articles, tutorials, and manage an online community of over a

million visitors per month. Key functions include public speaking at conferences, conducting training

sessions, managing bulletin board discussions, recommending books, keeping abreast of relevant

news, updating links, publishing newsletters and responding to email. View my work at:

As Director of eBusiness Strategy I work to develop and execute the annual marketing plan for the Ringside, Combat Sports, Mat Monster, Everlast and Lonsdale websites, including specific tactics to continually improve traffic and conversion.

I work as a key contributor to the success of growing ecommerce business for Ringside.  I manage all of Ringside’s online marketing programs.  My primary focus is driving ecommerce revenue through those marketing programs; acquiring and retaining profitable customers; and supporting ecommerce expansion from a marketing perspective and creating a positive user experience.

My daily duties include managing the eBusiness marketing team and driving the following programs:

• Paid search placement
• Search engine optimization
• Affiliate marketing
• Comparison shopping engines
• Organic search
• Social media
• Mobile marketing
• Marketing analytics

This position also requires that I stay knowledgeable in multi-channel marketing and the overall integration of online and offline marketing initiatives.

Key responsibilities include:

• Develop and coach the eBusiness marketing team.  Attract, retain and develop talent and serve as strategic partner for marketing service providers.  Evaluate existing relationships and make recommendations for enhancements.
  
  
• Plan annual/seasonal marketing sales and expenses and also weekly and monthly forecast updates.
  
• Develop and manage Ringside eBusiness marketing budgets at the strategic and program level.  Assist in the planning, forecasting and measurement of marketing's impact to the e-commerce business.
  
  
• Oversee all previously mentioned marketing initiatives through the help of the eBusiness marketing team.
  
  
• Identify opportunities that will profitably grow the business and generate incremental revenue while enhancing the supported brands which include Ringside, Combat Sports, Mat Monster, Everlast and Lonsdale.
  
  
• Create monthly and quarterly hindsight analysis to report progress and set goals for future quarters.
  
  
• Develop strong partnerships with cross-functional team members.
  
  
• Play an active role in conceptualizing, launching and executing the strategy for social media.
  
  
• Define and measuring key performance indicators and ROI to identify improvement opportunities.

As a marketing consultant Laura provides full service integrated marketing, digital communications and social media strategy and planning to her clients. She specializes in strategic planning and thinking, brand development and management, creation of buzz and awareness using word-of-mouth-marketing and non-traditional methods, cutting edge design and the use of all forms of new media – including social media and mobile marketing to help her clients. 

Examples of services that she has provided to clients include:

Tra­di­tional Mar­ket­ing Services:

• Branding/Positioning
• Pub­lic Relations
• Mar­ket­ing Plan Development
• Prod­uct Launch
• Mar­ket Research
• Sales Cycle Devel­op­ment / Planning

Inter­net Mar­ket­ing Expe­ri­ence:

• Social Media Com­merce and Marketing
• Affil­i­ate Man­age­ment / Consulting
• Search Engine Opti­miza­tion (both paid and organic)
• Inter­ac­tive Pub­lic Relations
• Viral/Buzz Mar­ket­ing
• Email Mar­ket­ing
• Blog Mar­ket­ing
• Web Ana­lyt­ics and Statistics
• Con­ver­sion Analysis

BIGSHOT Marketing (Full Service Marketing Agency Kansas City, MO March 2008 to August 2008

Provide leadership and coordination of company sales and marketing functions. Develop and implement sales and marketing strategy. Monitor and analyze sales and marketing activity against goals. Reported directly to President. Responsibilities included: 

• Directed and coordinated company sales and marketing functions.
• Developed and coordinated sales selling cycle and methodology.
• Directed and oversaw the company marketing function to identify and develop new customers for products and services.
• Researched and developed strategies and plans which identify marketing opportunities, direct marketing, and new project development.
• Analyzed and evaluated the effectiveness of sales, methods, costs, and results.
• Developed and managed sales and marketing budgets, and oversaw the development and management of internal operating budgets.
•  Planned and coordinated public affairs, and communications efforts, to include public relations and community outreach.
• Directly managed major and critical developing client accounts, and coordinated the management of all other accounts.
•  Participated in the development of new project proposals.
•  Established and implemented short- and long-range goals, objectives, policies, and operating procedures.
• Supervised the planning and development of company marketing and communications materials.
• Represented the company at various community and/or business meetings to promote the company.
• Supervised the preparation, issuance, and delivery of sales materials, exhibits, and promotion programs.
• Promoted positive relations with partners, vendors, and distributors.
• Recommended and administered policies and procedures to enhance operations.
• Established and implemented short- and long-range departmental goals, objectives, policies, and operating procedures.

ClickSpeed Marketing (Full Service Marketing Agency. Overland Park, KS November 2006 to March 2008

Oversaw Client Strategy team and worked with Client Services and Business Development to lead the overall

strategic planning for new and existing clients as well as be responsible for the successful execution of the strategy.

Reported directly to CEO/President.

• Developed and managed the analytical approach, work plans, directed and performed analysis and research, derived new insights, and generated actionable recommendations in areas such as competitive benchmarking, customer research, market sizing, industry trend analysis, etc.
• Lead cross-functional teams to gather and synthesize data and ensure that the work is accurate, on time and delivered results
• Resolved issues encountered by the team
• Developed and presented discussion material for senior management
• Supervised the cross functional and departmental work
• Worked with the other strategy team members, filtered business development opportunities and provided strategic recommendations

PartnerCentric, Inc, (Full Service Interactive Marketing Agency) Santa Barbara, CA. June 2004 to November 2006

Scope of responsibility is diverse and includes strategy development for distribution, marketing, new

product/service development and business growth; all strategic planning, analysis and management of relationships with channel partners and key clients. Managed team of 30 contractors located all over the United States, Thailand, and Canada, ensuring all services met business and sales requirements. Performed strategic analysis of channels and key accounts to identify revenue and/or cost reduction opportunities. Reported directly to CEO/President.

Key accounts include: National Geographic, Quicken Loans, 21st Century Insurance, Snapfish, and Wynn Las Vegas.

• Developed growth strategy and forecasting to increase agency sales from 400k annually to over 1.9 million.
• Assisted in increasing staff from four to thirty team members to handle growth and client marketing initiatives.
• Worked side-by-side with CEO/President to complete growth and marketing initiatives and to develop and achieve marketing, production and sales goals.
• Supervise Account Managers and Directors. This included overseeing and training on the following components:

o    Weekly Report Generation – put together all numbers and format for the weekly report.

o    Competitive and Creative Analysis

o    Brand Analysis

o    Newsletter Creation and Development

o    Collaboration and Execution of promotions and activation strategies

o    Identifying sales problems and creating analysis to solve problems

o    Direct ongoing contact with clients and key strategic partners

o    Promotional development and coordination

o    Evaluation of account performance

o    Evaluate ROI and effectiveness of advertising opportunities and campaigns

o    Event and Tradeshow Planning

o    Oversee interactive advertising campaigns to ensure positive ROI and measure results.

o    Development of reports and financials