Social Media Marketing
New Business Development
Facebook Page Management
B2B, B2B Marketing, Digital Marketing, Social Media
Jul 2013 - Present
The Marketing Manager is responsible for planning, development and implementation of all of the company’s digital marketing strategies, marketing communications, and public relations activities, both external and internal. Integrated company marketing strategies with existing clients; including TXU Energy, BP, PP&G, AT&T and other clients in the healthcare, energy, technology, financial and manufacturing sectors. Oversaw development and implementation of support materials and services for chapters in the area of marketing, communications and public relations. Directed the efforts of the marketing, communications and public relations staff and coordinates at the strategic and tactical levels with internal and external stakeholders.
Responsible for creating, managing and measuring the success of:
A comprehensive digital marketing, communications and public relations program that will improve/enhance awareness, engagement and lead generation for new customer acquisition. Strategy included fully integrated lead generation campaigns, content curation, SEM, SEO, Social Media campaign across multiple platforms including mobile, Google Adwords, LinkedIn Advertising, earned/paid media, website upgrade for blogging, developing reporting and analytic capability to measure KPI's, email newsletters, retargeting, customer surveys and understanding buyer personas.
All organization marketing, communications and public relations activities and materials including publications, media relations, client acquisition. Ensured articulation of company desired image and position, all constituencies, both internal and external.
Responsible for content writing, content creation, editorial direction, design, production and distribution of all internal and external publications. Created and used an editorial calendar for content scheduling.
Used analytics tools to measure digital marketing success, including Google Analytics, Hootsuite, SumAll, Yammer, Slingbot.
Coordinated earned/paid media interest in the company and ensure regular contact with target media and appropriate response to media requests. Acted as the company representative with the media.
Managed, trained and developed internal marketing team of 2 junior members.
Coordinated and managed all outside marketing vendors.
Defined and managed marketing budget across digital and print.
Assessed, analyzed ROI across channels and adjusted strategy where required.
Increased website visits 24%, page views up 116%, pages visited up 74%, decreased bounce rate 94%, PPC average position 2.1, total cost $2518.44, 524 clicks with CTR of 0.65%, overall lead generation up 72%.
Jul 2012 - Jul 2013
Digital Marketing/Social Media Manager
As the company Social Media Manager I was responsible for actively engaging existing customers, generating new customers/influencers in social media channels and expanding the brand. Developed the strategy of content creation, execution, monitoring and reporting as well as management of the SEM budget. Responsibilities include:
Day-to-day management and delivery of editorial content on social media platforms, including tweets, posts and discussions that aligns with a car buying process.
Proactively interacting with online communities across all platforms, especially Facebook, Twitter, LinkedIn, FourSquare, Google+ using Hootsuite professionally.
Identified and organized social media monitoring tools to identify conversations and reports on metrics.
Revitalized the website for maximum SEO benefit and conversion, resulting in increased organic traffic.
Initiated a PPC campaign including keyword bids, account daily and monthly budget caps,
impression share, quality score and other important account metrics, generating additional revenue.
Maintaining awareness of new social media marketing techniques being used by others within the industry as well as consumer behaviors and trends.
Instigated social marketing procedures and performance measures to track ROI.
Sep 2009 - May 2012
Vice President/Social Media Manager
Instigated and drove a comprehensive marketing plan that incorporated social media marketing techniques to encourage visibility, membership and traffic across all brands, installed and managed social media programs such as Facebook, Twitter, company blog and website.
Directed the marketing plan for the companies core areas, specifically lawn care in our market, online marketing of NaturaLawn products, expanding the Christmas Decor franchise and increasing Tree/Shrub business within our target market.
Started the PPC campaign including keyword bids, account daily and monthly budget caps,
impression share, quality score and other important account metrics. Achieved an overall CTR of 1.73% on lawncare with No 1 or 2 ad positions with a conversion rate of 75% on quotations provided. Christmas keyword 2.03% CTR with a spend of $4500 that earned $75,000 in new business over 3 years.
Streamlined the quotation process completely online with PPC and website quotes, redesigned the custom PDF sent to customers within 1 hour of request.
Experimented with new and alternative ways to leverage social media, encouraged staff to be more social.
Monitored trends in social media tools, trends and applications and appropriately applied that knowledge that increased the use of social media company wide.
Directed the lead to identify, evaluate, negotiate and manage strategic Internet partnerships and marketing deals that drove revenue and strengthened the strategic objectives. Evaluated the economic benefits and strategic costs partnerships, liaised with all appropriate partners across all functional areas to execute on the relationships.
With the President, managed all facets of operations, personnel, equipment, and scheduling, purchasing, information technology, with widened P&L responsibility.
Nov 2003 - Sep 2009
Chief Executive Officer
Everything Equestrian Ltd
Built and launched an exclusive retail operation, which quickly captured market share. Developed business and marketing plan; secured location and managed lease negotiations; co-designed brand image and marketing collateral; procured inventory, supplies and IT equipment; and established web presence.
Supervised day-to-day operations and collaborated with retail and marketing managers, formulated and drove business development and customer service strategies.
Managed profit and loss (P&L), accounts receivable/ accounts payable (AR/AP), payroll and taxes.
Attended national and international trade shows to source products and vendors; established and strengthened vendor relations; procured, negotiated and controlled wholesale inventory.
Delivered direct input to recruiting, staffing, training and supervising team of sales associates and assisted with customer service and sales.
May 2002 - Sep 2003
Seized opportunity to develop skills and experience in retail operations and expanded product knowledge through hands-on experience in merchandising, sales, customer service, and marketing communications.
Mar 2000 - Apr 2002
Marketed high-speed Internet services, security solutions and web hosting to businesses in North Carolina and Kentucky territories. Managed sales cycle, from initial point-of-contact through equipment installation. Coordinated product delivery and service quality with engineering, operations, and customer representatives.
Met or exceeded monthly revenue goals through prospecting and cold calling. Closed well over 60 accounts and secured nearly a quarter-million dollars in new revenue.
Jun 1997 - Jan 2000
A Smith Inc
Consulted with business owners and corporate executives to provide strategic guidance and roadmaps for international expansion.
To establish a Taiwan subsidiary primed to deliver first year earnings of $10-15M. Expertly navigated VP of Operations for a major Singapore insurance company through feasibility study, market analysis, regulatory requirements, start-up processes and pitfalls through opening.
Developed a United Kingdom market-entry strategy for an American clothing retail company.
Jan 1996 - Jun 1997
Business Development Executive
Appointed to run Singapore operation and further develop local market by working with large international brokers and local agents to tap into new sources for selling property, casualty, healthcare, and personal insurance. Managed senior account executive and account executives.
Developed affinity partnerships with financial institutions and large private companies to create new distribution channels.
Expanded breadth and depth of product line to achieve competitive advantage; led development of marketing collateral and strategies to support numerous product launches.
Produced combined two-year growth of +19% from 1995 revenues of $25M and secured continuous profitability in a flat market environment.
Jan 1995 - Jan 1996
Deputy Project Coordinator
Eagle Star - Asia
Closely collaborated with Eagle Star Asia's Assistant General Manager to plan and execute a multiphase business initiative that established a $160M joint-venture general insurance company and expanded operations to Taiwan. Served as liaison between corporate headquarters and joint venture Company's EVP.
Co-developed five year business plan that met Taiwan government regulations while providing strategic roadmap for establishing and expanding operations.
Designed organizational structure, staffing models, technology infrastructure, policies, and procedures for main offices and multiple branches throughout Taiwan.
Provided direct oversight to finance and technology manager (CIO/CFO), executive vice president, senior administrative assistant/translator, and administrative assistant.
Built strong and sustainable enterprise expected to generate annual revenues approaching $35M, while meeting all project objectives, on time and within budget. (Revenue when company sold in 2003 had grown to $106M.)
Jan 1993 - Jan 1995
Executive, Fire & Accident
Controlled $2.5M Indonesian Healthcare International account, with specific responsibility for developing and maintaining relationships with expatriate controlling broker, UK managing agent, and reinsurers.
Supervised and trained workforce of approximately 40 underwriting and support staff.
Managed cross-border and cross-regional multinational accounts; undertook risk surveys to provide underwriting information for risk assessment.
Strengthened business relations and grew account from $2.5M-$4M.