Amanda Welsh Rossetti

  • Watertown Massachusetts
Amanda Welsh Rossetti

Work History

Work History
May 2011 - Present

Vice President, Digital Marketing

Thompson, Habib & Denison

At THD, a full-service direct and digital marketing agency specializing in integrated fundraising and membership program programs for some of the largest nonprofit organizations in the U.S. and Canada, I am responsible for developing and driving integrated, multichannel fundraising and constituent engagement strategies across our client base.

I lead a talented, hands-on, growing digital marketing team of seven in crafting innovative strategies that help our clients advance their missions through integrated fundraising campaigns that maximize revenue, increase awareness, mobilize communities and motivate action.  I am the leader of agency strategy and tactics for employing all digital, social, and emerging media into client media strategy and buys.

I oversee the day-to day operations of the digital marketing team’s work across an inspiring mix of clients: American Diabetes Association, Alzheimer’s Association, Care, Massachusetts General Hospital, Mercy Corps, The Fresh Air Fund, The Birthright Israel Foundation, The Leukemia & Lymphoma Society, The Multiple Sclerosis Society of Canada, The Make-A-Wish Foundation, Tufts Medical Center United States Olympic Committee and American Parkinson Disease Association.  Our team is primarily responsible for developing digital strategy and program development for our clients.  

Key responsibilities include but are not limited to:


  • Leads the development of all multichannel revenue generating and awareness building marketing campaigns across the agency client base
  • Ensures seamless integration of email, social, mobile, search digital display advertising, and direct mail in order to deliver fundraising campaigns’ that yield results
  • Spearheads the strategy and execution of all digital acquisition & engagement strategies across the agency
  • Provides strategic direction, implementation of best practices, and measurement and analysis for integrated marketing/fundraising programs, while also participating in all new business development efforts
  • Consults on all THD client’s on clients’ current digital marketing efforts and responsible for identifying areas for improvement
  • Educator and evangelist on the latest trends in digital communication channels and integrated marketing both internally and with clients

Account Management

  • Input and updating of status documents for both integrated and digital status only meetings
  • Input to integrated strategy documents
  • Day-to-day client contact with digital clients
  • Developing digital creative briefs
  • Creative handoffs to THD creative team on integrated campaigns
  • Participation and leading digital input during brainstorming meetings
  • Creative routing, trafficking and approvals on all digital assets with clients
  • Development of list segmentation/target audience recommendations
  • Creates data requests as necessary to create custom lists
  • Manages unique/custom data request process with clients
  • List creation and pulls in clients eCRM/ESPs systems of client choice
  • Uploads of custom lists into eCRM/ESPs systems of client choice (Blackbaud- Convio, Blackbaud- Net Community, Click Dimensions, Campaign Monitor, Exact Target)
  • Development and management of digital source coding for tracking purposes
  • Participation and development of any portion of digital/integrated strategy meetings with clients
  • Participation in all new business development work/pitches

Creative Development & Production

  • Collaboration with creative services department on development of integrated campaigns (i.e., leveraging DM copy, imagery, etc. as appropriate and time permits)
  •  Development of digital creative strategies that support the digital marketing strategy
  • Supports art direction based on digital best practices in pitch and existing client digital creative assets
  • Digital design and layout of each unique email, digital display advertising/assets, landing pages, donation forms, and web pages
  • Management of all digital content copywriting needs from emails, to banners/assets, to donation forms and web pages
  • Requests and manages the process of obtaining interviews/videos/content from client for use in our emails and/or digital content
  • All HTML coding for each unique email, digital display advertising/assets, landing pages, donation forms, and web pages
  • All tracking codes set up, implementation, testing and quality control
  • Deployment of all email marketing and digital display campaigns

Media Planning and Buying

  • Development of digital acquisition strategies
  • Responsible for media planning, buying and campaign deployment for digital acquisition strategies
  • Vendor management (media vendor relationships) fielding sales rep calls, new media opportunity meetings
  • Trafficking all digital creative assets to media properties
  • Managing the digital acquisition buys while in flight
  • Managing the bill/pay process for acquisition buys (insertion orders, invoices)
  • Responsible for managing the lead generation/donor files from media before to clients
  • Management of search marketing (paid and Google grant) for clients as dictated by SOW
  • Management of social media marketing for clients as dictated by SOW

Analytics/Results Analysis

  • Pulls all digital results from eCRM/ESPs systems of client choice
  • Manipulates digital results data into actionable pivots/cubes, to develop results analysis documents and optimization recommendations
  • Development of all digital wrap up reports and results analysis documents
  • Presentation of digital results to clients by campaign/by month/by quarter/annually
Nov 2010 - May 2011

Director of Media Strategy

Forge Worldwide
  • Led the Forge Worldwide team to crafting innovative paid media campaigns for Kaspersky Labs
  • Managed the paid media team, vendors, and infrastructure across the agency
  • Cultivated the professional growth of the members of the Media team and acquired new talent to grow the team
  • Collaborated with leaders across the agency to pitch new business
  • Integrated paid media in existing offline campaings
  • Served as the media lead for Kaspersky engagement
  • Managed media buying agency in executing strategy
Jan 2008 - Mar 2010

Vice President, Director, Digital Services Group

Blitz Media
  • Built and directed a digital services media team of seven managing workload and deliverables while ensuring deadlines are met within the standards of the department and agency
  • Ensured Interactive Services team meets monthly revenue targets ranging from $100K-$200K
  • Spearheaded the digital strategy, planning, buying, execution and results analyses across 20+ Blitz Media B2B and B2C clients from the following industries: technology, telecommunications, travel, entertainment, education, retail, healthcare, pharmaceutical and aerospace
  • Digital lead on all integrated digital display and search campaigns across the following clients: Beth Israel Deaconess Affiliated Practice Groups, BBK Healthcare, Boston Medical Center,, Carbonite, CardScan, Comcast, Children’s Hospital Boston, Delta Dental/Dentaquest, Globalpost, Gulfstream Aerospace, Harvard Business School – Executive Education, Kelly Habib John, Utah Board of Tourism, Feld Entertainment, Babson University MBA program, Lehman Millett, Obagi Medical, Novartis, Merck, Schering Plough, Pfizer, Genentech, WGBH, Myvu, Wendy’s and Zipcar
  • Leader of agency strategy and tactics for employing all interactive, social, and emerging media into client media strategy and buys
  • Managed the paid search campaigns across 15+ clients
  • Led representative for all new business pitches involving interactive media
  • Managed goal plans for interactive services group to ensure plans are measurable and offer growth for the department, company, and individual
  • Led the development of forecasting performance of all digital campaigns
  • Kept abreast of industry/new media trends to strategically incorporate into clients’ campaigns
  • Key decision maker on interactive media research, planning, campaign implementation and management tools
  • Guest speaker in interactive media strategy and buying presentations for key Blitz clients: Feld Entertainment, Entercom, Babson University, and Merck
Aug 2004 - Dec 2007

Digital Media Director-Consultant

Crunch Brands
  • Provided all media services on strategy consulting, planning, buying, negotiations, sponsorship, partnership development, infrastructure, and operations services, based on key client insights
  • Identified opportunities to improve agency project management processes including development of agency fee rate card for scoping all client projects providing time efficiency across all departments and standardization of fees and project timelines for both agency and clients
  • Created and developed Media Department, with support from six member in house team, strengthening team by recruiting, hiring, and training one new employee and developing three in house employees
  • Developed scope of work and budget for Crossroads School for Children’s brand awareness initiative, managing development of school website, brochure, student ID cards and other collateral materials, which provided information on service offerings to parents, school districts, professionals, and potential employees
  • Drove development of annual 2008 cross channel marketing communications plan for Etonic/Lotto’s golf and running footwear lines, with the objective of increasing brand awareness of product lines among high potential prospects and sales volume
  • Negotiated and placed media buys for newspaper and outdoor advertising, supporting various hospital initiatives, increasing brand awareness of Brockton Hospital service offerings, and increasing new patients for physicians of Affiliated Practice Groups (APG)
Feb 1993 - Aug 2004

Vice President, Associate Media Director

  • Managed media relations, financials, billability, and profitability in a fast-paced environment by understanding client objectives and developing effective direct marketing strategies for high-profile clients such as: American Express, AT&T, Celebrity Cruise Lines, Dell, Delta, Disney, FedEx, General Motors, IBM, InterContinental Hotels Group, Johnson & Johnson, K2 Bike, Kodak, L.L. Bean, and Time Life Books
  • Served as key client contact on all media related issues to ensured project objectives were met on schedule and within budget
  • Worked closely with account service to understand client’s objectives and develop effective direct marketing media strategies
  • Collaborated with interdepartmental teams such as creative, measurement, technology, and marketing, to ensure synergistic campaigns were developed and executed to ensure program effectiveness
  • Supervised media planning, buying, and operational staff, growing and developing staff from two employees to over 100
  • Served as a capability Staffing Officer, liaison to Human Resources Department for Media, Strategy and Analysis and Technology capabilities
  • Managed staffing allocation, P&L, and people initiatives such as recruiting, learning and development, career performance, and employee retention


Sep 2009 - May 2011

Masters of Public Administration

Suffolk University - Sawyer School of Management

Outstanding MPA Student Award

Pi Alpha Alpha National Honor Society Member

Jan 2009 - May 2010

LEND Certificate- Leadership Education in Neurodevelopmental Disabilities

University of Massachusetts Medical School
Jan 1989 - May 1991

Bachelor of Science (B.S.)

Salem State College

Communications, Advertising Concentration

Magna Cum Laude



Technical Skills

Google Adwords Certified Software: MS Office Word, Excel, PowerPoint, Outlook, Works, and Publisher, OpenAir Project Workflow Solution software, Strata and Current Track, SPSS, Basecamp Media Tools: @Plan, Ad Relevance, Media Mark Research, eMarketer, Comscore, Quantcast, Google Analytics, Stradegy, Forrester Research, Media Metrix, DoubleClick DART, Mediaplex and MediaMind Ad campaign manager Email marketing: Convio Luminate, Vertical Response, Campaign Monitor, Click Dimmensions, Exact Target, Litmus

Community Involvement

Board of Directors, Massachusetts Sibling Support Network, 2010-2012 Steering Committee Member, Massachusetts Act Early State Team, 2009-2012 Volunteer Director of Development, Crossroads School May 2006-May 2008 Member Advisory Committee Community Based Participatory Research Grant (CBPR), Shriver Center, 2008-2012 Team Captain for New England Area Walk, Autism Speaks, 2002-2012 Marathon runner for charity; Children’s Hospital Boston, The Leukemia and Lymphoma Society, The Michael Carter Lisnow Respite Center, 2004-present Boston Interactive Media Association (BIMA) member, 1997- present Grant Writer and Marketing Services Volunteer, First Signs, Inc., 2000-2001

Summary of Qualifications

  • Development and management of strategic marketing/media programs that target and communicate with customers across all media channels; direct mail, print, broadcast, digital, events, and out of home 
  • Skilled at building and developing high-functioning digital marketing teams by recruiting, providing leadership, ongoing feedback, effective motivation, performance evaluation, career direction, and training of staff members
  • Expertise in using media planning tools to uncover relevant consumer insight and data that drives creative breakthrough and media marketing ideas, which serve as the foundation of communication plans
  •  Results-driven leader with demonstrated success in growing revenues, fostering brand awareness, and managing several types of campaigns to solve a variety of marketing challenges, including customer acquisition/lead generation, loyalty/ retention, and engagement
  • Expertise in assessing and persuading clients to invest marketing budgets in measurable, results-based, highly targeted campaigns that best leverage the power of each media channel to achieve desired results and drive the application of customer insight into the marketing program development process
  • Proven record of accomplishment of developing and cultivating trust and respect with clients, vendors, and colleagues
  • Specialized skillset in the non-profit sector including but not limited to fundraising strategy; integrated marketing & fundraising campaign development & execution; strategic project management; cause marketing, performance measurement, cross-functional business process