Kayalucia Lauwerys

**** ** ***** *****, ***** CA 92084

ablazq@r.postjobfree.com

408.515.5707m

Senior level manager experienced in driving sales strategy, global market planning and marketing campaign

implementation for B2B and B2C channels. A ten-year focus on marketing analytics to create customer segments to

improve sales marketing channels. Core strength in direct response marketing, email, SEM and online tools to increase

leads and revenue.

• •

Analytic benchmarking & dashboards Email, CRM, XE

• •

Sales Field Enablement SEM/SEO

• •

Web /Online recommendations Marketing Operation Oversight

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Development of Sales Tools Sales Support Events/Tradeshows

Experience

Consulting / Creative Services Media and Marketing, San Jose, CA

Marketing, Customer Acquisition (10/2009 to present)

Consulting marketing executive responsible to research, recommend and implement Digital Advertising activities.

Client work includes:

• Prosper.com: Implemented PPC campaigns for leading P2P site, $100K/monthly budget to address multiple

lead acquisition channels (consumer, enterprise, investor, affiliate, and partner) and drive prospects to email

subscription pages. Average CTR was 1.67%, highest CTR was 6.7% with 1.7% conversions to application.

o Incorporated 166K name email database into SFDC, incorporating microsites, widget wizards, and

engagement tools to increase online sales leads.

o Used SEO keyword analysis to write Adwords campaign copy for lead generation and landing page

optimization.

o Oversee SEO traffic, competitor landscape, and loan funnel metrics (GA).

• Twilight Ridge, JournalStone.com: Direct and manage(d) small business publishing website design, including

UI and template frames for approval before writing content and publishing site(s). Integrate mobile and email

marketing tools into current client marketing campaigns to complement product lines and events.

• JMD, W Farms.com: Implemented ecommerce pages for (sales of product) onto site. Oversee Google

Analytical platform for client including keyword research plans to optimize current site.

SanDisk Corporation, Milpitas, CA

Marketing Manager, Customer Acquisition/Search Marketing (8/2008 to 9/2009)

Worked as part of Global Web Development team overseeing all marketing initiatives (SanDisk.com, Sansa.com, Retail

channels, field sales and partners). Management included email and SEM strategic planning, resource allocation,

budget management, creative/agency work, implementation, and reporting.

• Responsible for global PPC/SEO budget ($200K/monthly) and analytic insights (Omniture/GA) and

oversight of web traffic to 4 channel sales pipelines. Created and implemented customer data collection,

analysis, creative development and execution for customer communication calendars, and reporting for

global BU's.

• Drafted and completed SEO keyword research project to Senior Executive teams to show overlap of key

terms being bid on within the corporation itself. Made recommendation about how to manage multiple

product groups who wanted to “own” product keywords.

• Worked directly with global product departments to manage webinars for lead generation, as well as

campaigns to test price points, offers, & creative testing. Designed and implemented microsites to increase

sales and engagement metrics.

• Responsible for RFQ and RFP for global SEM Agency and global ESP platform. Owned ESP platform and

created customer database (Experian/SAP). Lead on customer profiling project used to create SanDisk

"customer personas”, used BI and internal data from global groups.

• Overseer of analytics tools, including all Google tools for product-specific PPC campaigns, Omniture,

Coremetrics, and BazaarVoice

Merrill Lynch Corporation, FFFC subsidiary San Jose, CA

Department Manager, Field Marketing (4/2005 – 1/2008)

Managed multi-department marketing team to plan national sales. Responsible for collateral, branch sales network

enablement, website and XE, CRM, customer database, events, tradeshows, and sales conferences.

• Planned and led web marketing launch strategy including product positioning, SEO, and SEM strategy.

Responsible for ensuring publication of regionalized messaging on website and support via email/print

materials.

• Worked with executive team to create SEO ranking targets for multiple FSI products. Managed online PPC

agency to drive leads to wholesale and commercial investment divisions, as well as third party aggregators

(LendingTree) for customer acquisition.

• Wrote strategy and managed 36+ regional and national customer webinar/seminars, ranging from 30% –

400%. Negotiated vendor contract, saving 35% – 45% per event costs.

• Wrote and implemented digital sales support strategy, including web design, email and advertising for both

commercial and wholesale divisions . Increased email open rates and CTR’s average of 4% across 30+

branch network.

• Created online analytic dashboard for field/branch use. Created branch-level “How To” marketing guides to

support regional sales campaigns, PPC campaigns for product launches, tradeshows, print and collateral.

• Developed online sales ‘portal’ that enabled AE’s and registered Brokers to create approved email, collateral,

print, and tradeshow materials.

Acxiom Digital

Director, Partner Marketing Strategy (2003 – 2005)

Retained clients included: HP.com, Dell, Microsoft, and Sun Microsystems, and SBC Communications.

Worked with clients to increase global email marketing effectiveness and incorporate additional creative services

integrated in and supported by email platform. Used SQL and in-house analytic tool to propose hypothesis and make

marketing recommendations.

• Responsible for writing integrated global digital marketing plan for Sun Microsystems, revolving around a

centralized email communication system and CRM deployment across the enterprise website.

Received letter of commendation from “Sun Guru” executive for development of content strategy and

customer profiling analysis on this project.

• Lead strategist developing Countrywide relationship (consumer and field wholesale divisions); including

developing sales plans for email, web development, webinars, and DRTV call center tactics for new product

lines.

• Wrote and presented HP-centric white papers on industry trends for internal and external use, addressing US,

EMEA, APAC, and LAM differentials.

• Led strategic online product initiatives for largest clients (Sony, HP, Sun Microsystems) centering on SEO/SEM

planning and global localization strategies. Lead account person in all SEO discovery documents and

recommendations.

Siemens Enterprise Networks, San Jose, CA

Senior Manager Marketing (2001 – 2003)

Managed internal client and sales team relationships while writing marketing campaigns for product launches.

• Worked with sales teams to write and support global launch plan for VoIP product line. Primary vehicles

included video, email support, telesales CRM, and global customer events.

• Implemented first outbound telesales/webinar campaign, generating $3.2 million in revenue in first 6 months.

Worked with vendor to establish plan for inbound sales support center, incorporating SalesForce.com CRM

platform globally.

• Managed tactical implementation of global product materials to support sales, involving web casts,

tradeshows, collateral, videos, white papers, and phone support.

Resume – page 2 of 2

Kayalucia Lauwerys

408-***-****

ablazq@r.postjobfree.com

MarchFIRST (formerly USWeb/CKS/Whittman-Hart), West Coast offices

Group Account Director (1996 – 2000)

Lead client initiatives across company’s interactive and technology consultant divisions. Major clients included Dow

Jones / Excite@home, Macromedia, Financial Engines, Televisa (Grupo Television), and WebSitePros (web design

partner for Office Depot). Lead account, design, and media teams for client initiatives.

EDUCATION/Awards

B.Sci., Secondary Education, Sciences and Math

Siemens Leadership program award

Resume – page 2 of 2

Kayalucia Lauwerys

408-***-****

ablazq@r.postjobfree.com

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