Phone Email

LISA RUSSELL 214-***-**** acb4vw@r.postjobfree.com

Making a professional investment that contributes significant value through thoughtful leadership, management and team motivation

o

PROFESSIONAL Microsoft Certified Technology Specialist (MCTS): Internet technology and web development specialist (SaaS, SQL, C#,

QUALIFICATIONS DHTML, CSS, XML, ATG eCommerce)

o Digital & Interactive Marketing Subject Matter Expert: Web Development, Organic Optimization, Pay Per Click and

Search Marketing (Online and Mobile) eCommerce, eCRM (ExactTarget, SilverPop), Mobile Application Development,

Online Media, Mobile Media and In-App Advertising, Microsoft Dynamics CRM, Mobile CRM, GDS systems and Content

Management Systems (Day CQ, Ektron, Kentico, WordPress)

o Implemented an integrated Direct Marketing and Online Marketing strategy that required knowledge of online/offline

demand generation

o Implemented “Flawless Execution” program company-wide to improve quality, performance, and client retention which

resulted in 50% decrease in Quality Control issues – Implemented Agile Scrum Methodology

o CERTIFICATIONS: PMP Certified, Certified Scrum Master, Certified Usabilty Analyst (CUA)

Change Management: Harmonization of top down and bottom up goals, setting strategic direction and collaboration

o

within the organization

EXPERIENCE CONSULTANT: 2/2012 to Present

PROGRAM MANAGER / BUSINESS INTELLIGENCE ANALYST / DIGITAL STRATEGIST & USER EXPERIENCE EXPERT

-Subject matter expert for guiding the marketing direction and executing against integrated digital strategy

-Created and managed Content Strategy/Matrix that tied back to User Experience and included an editorial calendar

leveraging known offline and online promotions

-Created strategic email abandonment campaign to re-engage prospects that focused on relevance and ROI

-Worked closely with development and test disciplines by supporting source control management, build automation, unit

testing, debugging, issue tracking / bug management, and code reviews. Used Agile & SCRUM Methodology

-Created and managed User Experience, Social Media and Mobile Marketing strategies for CenterPoint Energy, Direct Energy,

HP Customer Care, Red Bull and Noble Iron

-Produced financial and market intelligence; queried data repositories; generated periodic reports.

-Devised methods for identifying data patterns and trends in available information sources.

-Developed all deliverables and detailed documentation relating to UX/IA (user personas, wireframes, user flows, site maps,

etc.)

-Provided strategic thought leadership relating to principles of usability and user-centric design; Led client discussions and

working sessions relating to UX/IA development

-Translated business requirements into meaningful interactive experiences

USDM.net INTERACTIVE MARKETING AGENCY 7/2009 to 1/2012

(Travel and Destination Digital Marketing Agency)

Director of Project Management (7/2009 – 1/2010)

Vice President, Account Management & Digital Analytics Team (until 1/2012)

-Responsible for the leadership, strategic planning and support of Account Management te am to drive the following goals:

o Develop, lead and manage eCommerce strategy,

o Maximize website traffic via Email and Search Marketing,

o Plan and implement all Mobile, Affiliate, Emerging and Social Media campaigns.

CHANGE MANAGEMENT:

-Assessed the change impact; completed change management assessments; created change management strategy

-Supported communication and training efforts by engaging senior leaders, coaching managers and supervisors and

coordinating efforts with other specialists

-Integrated change management activities into project plan and supported design and definition of roles and responsibilities

1. Farouk Systems - Implementation of a new SAP system and how that implementation effected their people, their other

existing vendor relationships and new marketing strategies.

2. Greater Miami Conventions and Visitors Bureau - Implementation of a formal change management process within the

entire organization.

ACCOUNT & PROJECT MANAGEMENT: -Partnered directly with company leadership with primary focus on building client

relationships and growth strategy, while negotiating client budgets and additional opportunities

-Responsible for planning and delivering support programs for the Strategic Account team, and offering guidance on customer

penetration strategies and approaches with their Strategic accounts.

- Management of multiple high priority and visible projects and project teams using Agile Scrum Methodology

- Managed Microsoft Dynamics CRM solutions for multichannel campaigns

- Recruited, managed, coached, and mentored junior team members, providing regular feedback linked to agreed goals and

objectives and fostered a winning culture both within the Account Management department as well as within the company as

a whole.

-Implemented Agile Scrum Methodology across organization

INTERACTIVE MARKETING Page 1

Phone Email

LISA RUSSELL 214-***-**** acb4vw@r.postjobfree.com

BUSINESS INTELLIGENCE:-Created and analyzed reports and/or models ensuring data accuracy using various techniques,

ranging from simple data compilation and aggregation to complex data mining and forecasting.

-Met with business stakeholders and executives to identify analytical requirements in order to design, develop, document,

implement and maintain analytical solutions.

Provided training, support, coaching and mentoring to Digital Insight Analysts in all job fu nctions including but not limited to;

gathering report requirements, design, analysis, report development, testing, implementation, and on -going maintenance

SENIOR INTERACTIVE MANAGER 12/2006 to 6/2009

JAVELIN DIRECT MARKETING AND ADVERTISING AGENCY http://javelinmarketinggroup.com

-Created strategy plans based on budget, latest technologies, time to implement and meet organizational objectives

-Directed the planning and development of telecommunication systems and network design.

-Established network system standards and policies concerning connectivity, operation, and growth.

-Reviewed analysis of telecommunication system needs and establishes goals, objectives, priorities, and prepares appropriate

budget documents.

SENIOR INTERACTIVE PROJECT MANAGER 8/2005 to 12/2006

IMC2 INTERACTIVE AGENCY http://imc2.com

-Managed projects in an autonomous manner from estimate to post-project review to drive program design and execution in

a fast-paced environment.

-Strong hands-on experience with MS Project managing timeline and resources

-Managed campaigns that included web site development, content management systems, micro -sites, wikis, social media,

blog monitoring, online ad campaigns, video streaming, flash modules, search engine optimization, and email marketing

- Developed digital and web marketing strategies across a variety of social media platforms leveraging the online space to

manage relationships between the client, client partnerships and the consumer

*Crafted an online point-of-entry strategy that was the only interactive program nominated for a Global Brand Building

Award in 2006

DIRECTOR, E-COMMERCE/WEB DEVELOPMENT 8/2004 to 8/2005

FEDEX KINKOS BUSINESS STATIONERY http://fedex.com/us/office

-Managed all e-commerce strategy including development of eCommerce revenue targets and annual budgets

-Analyzed and leveraged customer data and analytics to recommend and execute necessary actions to maximize customer

engagement and retention.

-Worked with all cross-functional partners including creative agency, interactive agency, and fulfillment and distribution

center to fully manage and optimize the e-commerce experience for consumers.

CHANGE MANAGEMENT: Played integral role on Change Management team by assisting Core Leadership team with

communication and training plan

-Created strategic B2B referral program for retailers that increased market share

**Sample Ecommerce site:

http://www.golfsmith.com/ps/

PREVIOUS WORK EXPERIENCE INCLUDES:

PRINT OPERATIONS MANAGER 2/2000 to 6/2004

CRUSH CREATIVE www.crushcreative.com www.coloredge.com

SEGMENT PRODUCER (part- time) 2/2000 TO 5/2004

ADELPHIA CABLE COMPANY (Concurrent with Crush Creative) http://www.cabletv.com/providers/adelphia-cable

CLIENT SERVICES MANAGER 3/1996 TO 1/2000

GRANT AND WEBER AGENCY http://www.grantweber.com/

o

SOFTWARE MS Office, Excel, Power Point, Project, QuarkXPress, Flash, Adobe Illustrator, Premier 5.0, Photo Shop, Final Cut Pro, SQL

Server 2005, C#, CheetahMail, ExactTarget, SilverPop ESP, ATG eCommerce Platforms, and Content Management

Systems (Day CQ, Ektron, Kentico, WordPress), Microsoft Dynamics CRM, Axure, Omnigraffe, Balsamiq

EDUCATION MCTS: Microsoft Technology Specialist, 2009

PMP: Project Management Professional, June 2011

TechSkills School of Technology, Addison, TX

Bachelor’s of Science: Accounting Information Systems, 1989

DeVRY Institute of Technology, Dallas, TX

INTERACTIVE MARKETING Page 2

Phone Email

LISA RUSSELL 214-***-**** acb4vw@r.postjobfree.com

Video power play

HP YouTube Channel Network

HP needed help with their overall YouTube strategy to help them better leverage

the growing social video platform. I developed a multi-channel YouTube strategy

for HP that included several global brand channels all linked together. HP now has

a world-class YouTube channel network containing videos that get thousands of

hits each day.

300% in online sales

RESULTS

eCommerce

Leading the development of an e-commerce optimization program, my goal was to drive

sales for an online retailer. Over a 12-month period, I was able to deliver a 300% lift in

online sales. Delivering dynamic messaging to consumers based on their previous browsing

behaviors, I was able to drive online sales 3x higher year-over-year.

High-energy event booking

made simple

Red Bull Artist Network iPad App

Idea was contracted to build an application that will allow club and

event owners to view and book musical artists from the Red Bull

talent database. I managed the creative development of the iPad

application and ensured that the application not only displayed

artist info, but also allowed them to book the artist for a specific

date and venue.

INTERACTIVE MARKETING Page 3

Phone Email

LISA RUSSELL 214-***-**** acb4vw@r.postjobfree.com

What sets a

brand

apart?

Without a plan,

there can be no victory.

Beinggirl.com is social

Beinggirl.com

INTERACTIVE MARKETING Page 4

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