Energetic and driven marketing professional offering a background in digital marketing and analytics. Looking to contribute strategic planning skills to an associate brand management role that spans across marketing channels.
Contemporary art enthusiast with appreciations for dance and a good tuna sandwich.
Currently manages up to 15 different technical projects at a time, including timelines resources and deliverables.
07/2015 to Current
Manager, Email MarketingGeneral Nutrition Center － Pittsburgh, PA
Develops marketing strategy based on company objectives and market trends to deliver sales objectives as well as overall CRM program goals.
Creates innovative segmentation, customer contact and test plans grounded in clear understanding of customer needs.
Leads all projects related to data logic, integration, automation and attribution for email-related systems. Defines project requirements, communicates effectively with all involved teams and vendors through QA, implementation and post-measurement.
Analyzes performance of marketing programs to meet/exceed ROI targets while managing to a fixed advertising budget. Prepares detailed summaries on a weekly, monthly and quarterly basis. Presents progress to key internal partners including C-level executives.
Contributing member of cross-functional Omnichannel Strategic Team, pulling on expertise in website management, social media and email marketing to shape the future of GNC's digital, mobile, and brick and mortar shopping experiences.
Manages, mentors and develops one digital CRM specialist focused on project briefs and production.
Works effectively in a fast-paced, cross-functional environment.
04/2013 to 07/2015
Email Marketing SpecialistGeneral Nutrition Center － Pittsburgh, PA
Managed all aspects of email production process including creative briefing, design review, technical QA, rendering and inboxing review across email clients and device types.
Maximized email marketing performance via introducing reengagement and retention strategies, which include driving automatic, daily, weekly and monthly promotional and triggered campaigns.
Implemented and tested changes to content, template, list segmentation and delivery.
Served as project manager for all creative email channel efforts and team lead for all timelines and execution of email service provider transition, resulting in cost savings and increased functional availability for GNC email programs.
10/2012 to 04/2013
Senior E-Marketing SpecialistFederated Investors, Incorporated － Pittsburgh, PA
Managed all digital marketing performance analytics for corporate email programs, FederatedInvestors.com, offshore websites, social media, advertising and multimedia.
Analyzed data in conjunction with CRM to gauge progress, areas of improvement and opportunities for online marketing and promotion.
Prepared, presented and published analytics reports identifying actionable client insights to fuel decisions for marketing and inform senior management.
Comanaged the Federated email marketing channel consisting of regular programs, ad hoc programs and campaigns to 100,000+ clients and prospects.
Performed routine email, website and CRM database monitoring as well as behavioral and demographic segmentation for strategic targeted email lists that met Federated's content promotion and cross-selling goals.
Served as the lead on Marketo lead generation and marketing automation efforts to deliver valuable prospects to sales based on digital behavior.
Designed strategic email programs to nurture prospects and deliver relevant, triggered content.
Honored as one of 25 "Marketo Champion" users for innovation and expertise in marketing automation, social media and email marketing in January 2013.
Managed corporate Facebook, Twitter and YouTube pages.
Monitored the Federated Investors brand and competitive landscape in the social space for relevant conversations and influencer participation.
Served as an effective liaison between marketing, sales administration and IT personnel.
Led team of four in the transition of an existing niche website to a redesigned interactive blog complete with social sharing launched in late March 2013.
Contributed to design and testing of the company's first mobile application for use at National Sales Conference.
11/2010 to 10/2012
E-Marketing SpecialistFederated Investors, Incorporated － Pittsburgh, PA
Comanaged four external and two internal corporate websites using a combination of HTML and content management systems.
Tested and contributed to launch and promotion of new FederatedInvestors.com website in March 2012.
Implemented company's first use of QR codes in print promotions.
Composed Federated's first social media strategy and implementation procedures for industry-compliant interaction with clients.
Created and launched Federated's corporate YouTube channel.
Comanaged and implemented regular and ad hoc email programs to clients.
Tested changes to content and coordinated database lists.
Performed email, website and CRM database maintenance as well as list segmentation and sampling.
Designed and implemented A/B tests to gain insights to improve email open rates and conversion.
Designed and implemented company's first email marketing reengagement program and real-time email alerts to sales based on client and prospect behavior in the products section of FederatedInvestors.com.
Contributed to the planning and construction of Federated's first email subscription center.
Developed and prepared regular and ad hoc reports on website activity, multimedia consumption and email program performance to influence business decisions and monitor the statuses of digital marketing projects.
Created online surveys and performed routine analysis on the relationship between website activity and product sales.
Summarized results for immediate team and senior management consumption.
08/2010 to 10/2010
Social Media Marketing SupervisorCooperVision Incorporated － Fairport, NY
Served as a supervisor for the social media consulting team with four direct reports.
Also served as project manager for the implementation of a national social media initiative to support a contact lens advertising program aimed at teenagers.
Created customized social media promotions and content for program members.
Managed strategic national account relationships and created, monitored and actively managed Facebook advertising campaigns.
Tracked and measured program costs, progress, and online interaction using metrics to continually recommend and implement enhancements to program members' social media efforts.
05/2010 to 08/2010
Social Media CoordinatorCooperVision Incorporated － Fairport, NY
Interned as a consultant for the integration of social media into existing marketing efforts for partnering eyecare practitioner firms.
Managed over sixty accounts, working directly with both practitioners and sales representatives on a national campaign targeted at a teenage demographic for contact lens sales.
Composed copy and developed original content and features offered in the partnership program.
Established, co-administrated, and optimized Facebook business pages and evaluated resulting insights to make strategic recommendations for each account.
05/2010 to 06/2010
Internet Marketing Team MemberCity of Rochester Public Market － Rochester, NY
Performed qualitative analysis of the Market's online and traditional marketing efforts.
Proposed holistic internet marketing approach and schedule with aims to capture underrepresented customer segments including suburban locals and educated youth.
Proposed strategy to optimize the Market's online presence in preparation for an upcoming American Farmland Trust digital advertising campaign.
Master of Science: MarketingSimon Graduate School of Business, University of Rochester － Rochester, NY
Member of Beta Gamma Sigma International Honor Society, Simon Ambassadors, and Simon Marketing Association.
Bachelor of Arts: EconomicsUniversity of Rochester － Rochester, NY
Cum Laude Graduate
Other Notable Degrees: Minor in Studio Arts, Cluster in Computer Science & Art
Led and inspired students as a Teaching Assistant for undergraduate photography and Workshop Leader for computer programming.
Executive Officer of Alpha Phi Sorority, Radiance Dance Theatre, and Golden Key International Honour Society.
Skills & Systems
Project managment, marketing planning, website management, email marketing, reporting and analytics, marketing automation, lead scoring, social media implementation, content, engagement and optimization.
Google Drive Suite, Microsoft Office Suite, custom content management systems, eDialog, Lyris, Yesmail, Marketo.