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Mandi Karras

Marketing Technology Lead

PROFESSIONAL PROFILE

Data driven digital marketing professional with broad experience in analytics, digital strategy, search marketing, campaign management and email marketing.

Work experience

2016Present

Marketing Technology Lead

JM Family, Southeast Toyota Division
  • Technology Strategy: Research, implement and present opportunities for improved marketing data integration, advanced automation and digital transformation.
  • Digital Analytics: Lead analytics implementation and management across various media and website platforms using platforms such as Adobe Analytics and Dynamic Tag Manager. 
  • Media/Analytics Strategy: Provide strategic leadership  for measurement planning and analytics road map development. Oversee  all analytics operations, development and implementation strategies for effective data analysis and reporting.
  • Data Management Platform and  Market Mixed Modeling Project LeadManaged  strategy, implementation and execution plans for Oracle/Blue Kai DMP and Marketing Evolution ROI Brain. Developed taxonomy and facilitated data integrations with first and second party data sources.
  • Innovation Ambassador: Collaborate with a group of hand selected team members tasked with leading innovative change from within the organization.  
2011 2016

Digital Analytics Lead

JM Family, Southeast Toyota Finance Division
  • Reporting & Analytics: Drove tagging initiatives and implementation strategy to ensure digital marketing efforts were measured accurately and appropriately. Provided monthly dashboard reporting to executive team including website, operations, direct mail and campaign results, as well as optimization recommendations.
  • Media & Campaign Management: Developed online campaign strategy and tactics for 3rd party business units, comprised of email, social media and SEO efforts. Established campaign objectives and reporting of marketing programs’ ROI effectiveness. Provided insights and analysis for all promotional initiatives using a variety of analytics programs, including Google Analytics and Adobe Reports & Analytics. 
  • Search Engine Optimization:  Developed content strategy focused on top revenue generating keywords. Wrote, optimized and refined all text including meta-data, descriptions and on-page content contributors. Monitored and reported on all domain/page authority scores, crawl results and error reports. 
  • Email Marketing: Managed campaign strategy and deployment including creative vision/direction, list segmentation, scheduling, and deployment. Experienced with all subscriber list segmentation and data extension models. Integrated Adobe Report tracking within email platform and provided a variety of reports to stakeholders, including standard KPI reporting, MOM and YOY growth trends. 
  • UX/Content Management: Managed and maintained all promotions and content across multiple sites using Sitecore technology. Implemented all on site SEO recommendations (and assured implementation was done correctly using QA scripts). Developed and executed website monitoring scripts using Keynote technology. Assisted with wireframe development, creative mockups, usage scenarios, navigation maps and style guidelines for new product launch.
20112011

Manager, Interactive Marketing

Silversea Cruises
  • Marketing Management: Managed the interactive agency relationship and coordinated the request, development and execution of all online initiatives for global offices in Australia, Monaco, Germany and the United Kingdom. 
  • Email Marketing: Developed robust email marketing campaign strategy for all global offices. Led the global lead acquisition, distribution and management strategy. 
  • Budget Management:  Managed North American budget for web development, social media marketing, search engine marketing and optimization, email marketing, creative and translation services.
 20092011

Manager, Online Marketing and Analytics

MSC CRUISES
  • Campaign Management: Led the development and execution of online marketing strategies with specific objectives to drive revenue and new customer acquisition for North America and Canadian marketing initiatives. Oversaw the overall web marketing results and measured the impact of the website and internet marketing strategies and efforts across the organization.
  • Budget Management:  Managed budget for web development, social media marketing, search engine marketing and optimization, email marketing, creative and translation services.
  • Social Media: Developed and implemented innovative social media marketing ideas and programs using social network platforms such as: Facebook, Twitter, LinkedIn and YouTube. Increased online traffic, customer acquisition and company revenues through these channels. Monitored all social media activity, coordinating guest feedback with customer service and public relations department for timely responses.
  • Relationship Management: Managed the interactive agency relationships including campaign monitoring & reporting for key management stakeholders. Administered North American relationship between web marketing and IT in Naples, Sorrento and Geneva.
  • Email Marketing: Developed robust email marketing databases to deploy ongoing marketing programs designed to significantly grow prospect, customer and trade databases.
20072009

E-Marketing Manager

REGENT SEVEN SEAS CRUISES
  • Web Project Management: Led website reengineering project, providing strategic and creative direction for RSSC.com. Supervised content management system development and migration into new infrastructure. Directed formation of content development, imagery selection, video footage and featured offers for VoyagestoExplore.com, Regent's quarterly online magazine.
  • Campaign Management: Controlled website search engine optimization strategy via paid, organic and paid inclusion search campaigns. Purchased all online media, including optimization and reporting on campaign performance for RSSC.com and various Regent Hotel campaigns.
  • Analytics: Reported and monitored all web analytics including traffic patterns, conversion funnels and navigational streams.
2006 2007

Internet Marketing Manager

SINGLESCRUISE.COM
  • Web Project Management: Directed IT efforts to identify and prioritize new site features, functionality and content to enhance web presence and user experience.
  • Email Marketing: Created, executed and tracked email marketing to ensure successful results.
  • Campaign Management: Analyzed online and offline marketing opportunities for senior management. Coordinated all direct marketing materials with graphics department to ensure consistent brand strategy.
  • Search Engine Marketing: Managed website search engine optimization strategy via paid and organic search.
  • Analytics: Prepared monthly ranking and website analysis.
 20002006

VP of Client Services

PINPOINT INTERACTIVE MEDIA
  • Campaign Management: Managed all facets of multiple interactive advertising campaigns for clients such as Regent Seven Seas Cruises, Cruise Deals, and T.G.I. Friday’s Restaurant. Negotiated inventory rates, terms and cancellation policies on all media purchases. Optimized interactive campaigns, including the negotiation of bonuses to lower cost per visitor and increase ROI metrics.
  • Analytics:  Developed and analyzed weekly campaign data to clientele that detailed vital campaign metrics including advertising spend, revenue received, return on investment. Customized analysis data to clientele showing quarterly ad spends, areas of concentration and targeting of competitors by industry.
  • Market Research: Researched new interactive opportunities based on client demographics, psychographics and industry trends.
  • Relationship Management: Developed and fostered strong client, agency and vendor relationships.