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Summary

5+ years of Marketing Automation, Paid Search, Advertising Analyst/Strategist, PR, Product Marketing, Brand Specialist, CRM and Website Design experience. My goal is to lead the training and development, implementation, and post launch analysis of Digital Marketing strategies for a company.

Work History

20182018

Marketing Automation Specialist - Marketo Lead and Data Management

MCG Health | Seattle, WA

• Marketo Automation Administrator. Managed monthly internal and external marketing calendar, built Marketo forms, landing pages, emails, managed webinar and whitepaper custom redirect links, segmentation and snippets, uploaded trade-show event lists: booth visitors, event attendees.  

• Designed and created monthly banner ads in PhotoShop for healthcare newsletters and online publications as well as monthly event invitation postcards in Adobe Illustrator.   

• In charge of managing and executing national B2B email campaigns for Payers, Providers and Workers' Compensation webinars covering medical care guideline topics and health care conferences.  

• Supported and continuously improved customization of the marketing automation platform including business rules, scoring, multi-touch nurture, profiling, segmentation, workflows and reporting.


• Created functional campaigns at the direction of internal clients within marketing automation and managed the projects in Wrike to meet key deliverable timelines. 


• Delivered all campaigns with a focus on scalable and repeatable operational processes to improve the efficiency of demand generating programs using templates and program management skills.


• Understood the data structures with Salesforce.com for data integration while working with Salesforce administrators to coordinate integration with CRM; worked with marketing platforms to troubleshoot issues and provided team support.


• Managed email deliverability, database hygiene, subscription management and compliance with opt-in laws and regulations.


• Maintained awareness of Marketo release and patch schedules, aligned them with internal release schedules, and provided guidance on utilization of new campaign features where applicable.


• Built testing frameworks (split testing, deliverability and tracking) for continuous optimization of engagement and conversion rates.


• Ensured adaptive learning from past campaigns to guide future marketing campaigns.




Key Achievements:

Contributed to improvement of yearly client forum attendee registrations by 14% YOY.

 Improved CTR on emails by 5%.

◦ Averaged 4 email deployments weekly. 

 Created monthly white paper downloads subscription reports for content team.

 Provided superior customer service for internal and external sales representatives and account managers.

20162017

Marketo Campaign Manager - Consultant and Training Architect

Teleion Consulting | Seattle, WA

• Responsible for managing communications between marketers, technical teams and clients (Microsoft, Marketo, HackerAgency, Drumroll engagement agency).

• In charge of managing and executing global B2B email, telemarketing and direct mail campaigns.

• Managed 40+ campaigns within 33 Global markets: AR, AT, AU, BR, CA-EN, CA-FR, CH-DE, CH-FR, CL, CO, DE, DK, ES, FI, FR, ID, IE, IN, IT, MX, MY, NL, NO, NZ, PE, PH, SE, SG, TH, UK, US, VE and VN Markets.

• Aid in campaign creation and strategy targeting online advertisers for Microsoft Bing Ads. 

• Responsible for defining, creating, troubleshooting and analyzing campaign reports to measure key takeaways.

•  Supporting Search Engine Marketing (SEM) adoption of Bing Ads products and programs: Pending State, Nurture, Win-back, Keyword Planner, SEM Toolkit, Custom Tips, Gated Content, Webcasts.


Key Achievements:

◦ Provided in depth customer segmentation (Smart Lists), personalization (My Tokens), lead database content market (Segmentation), and Coupon Assignment (Smart Campaigns)  to support marketing campaigns.

Created 2 Global market Engagements with 33 markets in each Program moving customer records  between 14 touches. 

Set up marketing funnels, segment data, create lead scoring, set up analytic reports.

Managed and trained the on-boarding of 8 employees (Campaign and Content Marketing Managers).

◦ Created internal and client facing documentation templates for using Marketo as a tool for campaigns.

◦ Launched successful live webinar campaigns syncing ON24 and Marketo averaging 30 attendees.

◦ Managed global coupon database for Bing Ads Demand Center with Marketo Webhook calls. 

◦ Managed a database with 40 million customer records. 

◦ Managed and scripted Atlas Tags and Omniture tag links.

Supported staff as a Marketo expert liaison for account managers in understanding customer needs and requirements.

20112014

Online Marketing Manager - Paid Search Strategist, Webmaster, ECommerce Program Manager

DataSpan | Bothell, WA

• Pioneered Pardot Marketing Automation Systems: Forms Field Creation, Auto-responders, Drip Campaigns, HTML E-Mail Content, JavaScript Tracking Snippet, List Segmentation, Gated content landing pages, Custom Objects, Custom Redirect Links and Advanced Dynamic Content.

• Created 20+ Campaigns with 15,000+ keywords using Google AdWords, Bing Ads.

• Managed $3,500 monthly budget. Kept up to date with competitor analysis using SEMrush and SpyFu.

• Managed PPC and CPC Advertising budgets and marketed 1,500+ product placements for Price Grabber, NextTag, Shopzilla and Google Shopping channels.

• Maintained E-Commerce website using Macola ES for customers “my favorite” items list.

• Built web content: Search Engine Optimization (SEO), Press Release, Blogs, News.

• Developed Social Media Marketing: LinkedIn, Twitter, Google+ and Facebook.


Key Achievements:

◦ Achieved a 54% growth in PPC lead generation contributing to an overall company growth of 30% YOY.

◦ Integrated Marketing Automation system into company contributing to an overall company growth of 30% YOY along with saving 15% subscription fee over previous E-mail Marketing platform.

◦ Optimized Google AdWords digital ads to have average ranking placement of 2.9 - 4.0 on Google Search engine listings across all 25 campaign groups.


◦ Built an optimization algorithm in Google Analytics using JavaScript to manage SEM campaigns containing over 1k form field objects to 150% YOY conversion growth.


◦ Analyze detailed data including CPC, impressions, CTR and conversions to reach desired CPA levels, increase ROI and increased lead generation inbound sales calls by 30 additional daily.


◦ Originated initial email marketing newsletter and e-mail marketing campaigns based off best practices and CANSPAM while achieving, on average, a 21% open rate with minimal opt-out and high 3% clickthrough.


◦ Redesigned E-Commerce site buttons and colors according to best practice guides. Increased customer checkout to purchase speed by 20%.


◦ Built social media channels to have 700+ followers and increased inbound website traffic 20% YOY.

 

20102011

CRM Sales Administrator - Salesforce Account Executive

Noetix Corporation | Redmond, WA

• Updated and created new SalesForce.com landing pages for Oracle EBS Account Lists. 

Prospecting, resourcefulness, communication, presentation and networking skills, 70 + cold calls daily.

• Added and verified executive and management level contacts though LinkedIn, Hoover’s and Jigsaw business contact services. Contacts included CFO, FP&A, HRMS, IT Applications Director, Supply Chain Director, BI Director and Business System Analysts.

• Cross-referenced accounts and contact lists with Oracle Applications User Group (OAUG) marketing attendee lists.

 Researched accounts, identify key decision makers and generated interest.

 Worked closely with Account Managers to build pipeline and close deals.

Key Achievements:

◦ Identified target markets and established successful plans to develop them – brought $200,000 of additional revenue as a result. 

◦ Contributed to business development lead that signed a SLA deal of $170,000.

20102010

Event Marketing Manager - Tradeshow Planning and Management

BFG Communications | Seattle, WA

• Launched marketing campaign for R.J. Reynolds’s new products.

• Managed company equipment and processed daily inventory analysis.

• Conducted database collection using company hand held scanning device.

• Filed outgoing paperwork for consumer engagements, fraud data identification, travel expenses, venue reports.

Developed interpersonal relationships with venue staff to impart program objectives and speaking points according to company policies and regulation of tobacco by the U.S. Food and Drug Administration.

Key Achievements:

◦ Analyzed qualitative and quantitative data to support and review new and existing marketing and sales strategies for consumer demographics increasing regional sales by 22% YOY.

◦ Consistently ranked in 1st place among performance metric out of a staff of 10 territory managers in consumer surveys with consumers.

Conducted with a customer first attitude to engage prospective new users ranked top 5% in satisfaction rate amongst staff interactions
.

Technical Proficiency

Marketing Automation

Marketo, Pardot, Salesforce Marketing Cloud: email, social media, websites management. 

Content Management System (CMS)

Efelle media: Seattle Web Design & Website Development.

Google AdWords Fundamentals Certification (2018)

Google Partners, License Number: 18092204
Collected and analyzed data, identified trends and insights in order to achieve maximum ROI in paid search and social campaigns.

Google AdWords Display Certification (2018)

Google Partners, License Number: 18096882 Researched sites that related to company niche market. Targeted gender appropriate sites, segmented campaign down by ages to see who buys more.

Photo editing software

Adobe Photoshop, Corel PaintShop Pro, Adobe Illustrator 

Advanced Google Analytics Concepts Certification (2018)

Google Partners, License Number: 17506037
Measurement, collection, analysis and reporting of web data.

PriceGrabber and NexTag

Bid-based PPC with advertising network ,  Flat-rate PPC with comparison shopping engines.

Foreign Language 

Polish: fluently spoken with intermediate writing and reading skills.

SEO/SEM Strategies

Landing Page Optimization, Keyword Research,  Website saturation and popularity.

Microsoft Office

Microsoft Access, Excel, Word, PowerPoint, Publisher, OneNote.

Salesforce.com

Primary campaign source reporting, Sales representative task notification, HTML e-mail templates.

Access 2013 Essential Training

Lynda.com, License Number 7E6534

MySQL

MySQL Essential Training with Bill Weinman at Lynda.com

Education

20142016

Master of Science in Applied IT with specialization in Learning

Gothenburg University | Gothenburg, Sweden

(Concentration: Human-Computer Interaction, Learning Management Systems, Knowledge Management)

20062009

Bachelor of Arts in Strategic Communications 

Seattle University | Seattle, WA

(Concentration: Brand Marketing, Reputation Management, Corporate Social Responsibility)

20042006

Associate of Arts

North Seattle College | Seattle, WA

Transfer degree