RESUME

ROUNDTABLE6

Troy, MI | Senior Director of Marketing and Digital Strategy|
02/2021 – Present

An innovative content creation, brand development, and strategic marketing company working with major brands including Johns Hopkins, Ally Financial, Urban Science, and American Axle where I successfully:

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• Align campaigns and marketing content development with the client’s vision, awareness goals and strategic objectives.

• Design and launched new customer acquisition marketing and outreach campaigns, elevating clients’ presence through heightened audience engagement.

• Recommend client’s entire approach to lead management, CRM, SEO, demand generation, audience engagement and lead capture.

• Articulate clients’ digital strategy, developing and launching energized market engagement strategies encompassing traditional campaigns and digital touchpoint development.

• Develop and implement content strategies to captivate audiences across various channels, aligning with the organization's brand voice and guidelines.

• Led the strategy for all email, PPC, paid ad, and social campaigns to expand reach, recognition and demand.

• Develop and implement marketing and communication strategies that help achieve organizational objectives and goals.

• Oversee client digital marketing endeavors, from social media to email campaigns, website management media planning and execution.

LENDERFUL SOLUTIONS

Pontiac, MI | Digital Marketing Director / Project Manager |
08/2017 – 04/2020

A SaaS mortgage platform  that partners with lenders, banks and credit unions to create next-generation digital loan capabilities. Key accountabilities revolved around:

 

• Creating drip campaigns and marketing automation for B2C marketing programs that engage, nurture and drive qualified leads  and appointments to loan officers.

• Introducing a sales funnel approach to optimize the end-to-end client attraction to close journey.

• Building and split-testing URLs, PPC campaigns, and organic SEO strategies to drive reach and client acquisition.

• Inculcating an Agile approach to project managing client-side product development efforts.

• Overcoming project roadblocks and impediments through chairing risk-management-focused Scrum sessions.

• Analyzing feedback to steer the product development and refinement process, providing guidance to the development team.

• Deploying data analytics to inform new direct marketing campaigns development, measuring impact against established KPIs and ROI targets.

FORD MOTOR COMPANY

Dearborn, MI | Global Data Source Lead / Business Analyst |
09/2016 – 08/2017

Championing data Integration processes including UAT, data inventory requirements analysis, and reporting of data landing timetables, I was responsible for:

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• Supporting data access and security controls processes and annual review.

• Communicating with business units and project teams to gather requirements, identify interdependencies, and resolve issues.

• Investigating and resolving program impediments uncovered through collaborative meetings.
   

MARKETING CONSULTANT
05/2015 – 8/2016

ALLURE MEDICAL SPA
MYSTYLE LIFT

• Built out and launched the marketing strategy relying on a deep understanding of email creative and content, audience segmentation, testing, deployment, delivery, and reporting of metrics.

• Analyzed key digital metrics including web traffic, email campaign open rates, click-through rates, web and lead conversion rates.

• Oversaw implementation and adoption of enterprise technologies and tools including Salesforce, MailChimp, and Infusionsoft.
 

LIFESTYLE LIFT

Troy, MI | Digital Marketing Director
05/2005 – 03/2015

Ascending from earlier Contact Center Management and Director of Field Marketing roles, career successes were highlighted by:

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• Scaling the digital marketing department, and building the marketing event strategy, field marketing department, media planning, digital content, brand messaging, and digital marketing frameworks.

• Utilizing social and digital campaigns and translating reportable metrics to the leadership team.

• Executing consumer market analysis, and customer segmentation using PersonicX to determine buyer habits, trends, and usage.

• Designing all promotional, trigger-based, targeted, and segmented email campaigns & and analytics.

• Creating the web, multi-media, email, and video content strategy to energize lead generation.

• Improving the corporate website and landing pages around performance and conversions.