Digital Marketing Program Manager

Larene Westfall

EXPERIENCE

UCSF School of Medicine, San Francisco, CA (Remote)

Program Manager 2023

● Executed PhD continuing education activities, leading to a 20% rise in participant satisfaction and repeat attendance likelihood.

● Managed the development of multiple event websites, email campaigns, guidelines, and reporting protocols for accredited materials at live and virtual conferences.

● Enhanced program effectiveness by analyzing Qualtrics feedback, identifying key areas for improvement, and implementing data-driven solutions; resulting in a 20% increase in attendee satisfaction and a 15% boost in program retention rate.

● Orchestrated the production of accurate Excel reports and counts for 3rd party vendors, facilitating better budget control and reducing overspending by 25%, optimizing financial efficiency.

Birdeye, Palo Alto, CA (Remote)

Event Manager 2021-2022

● Coordinated event logistics and strategy for 8 monthly strategic events, leading to a 25% increase in leads and conversions,

● Directed comprehensive vendor management, overseeing 3rd party booth storage and logistics

● Facilitated strategic briefing sessions to prepare on-site sales team for success, resulting in a 20% boost in revenue and a 15% reduction in operational costs.

● Slashed event collateral and lead retrieval costs by 80% through strategic QR code implementation, linking to digital assets and boosting lead captures by 60%.

● Directed cross-functional teams in the creation and distribution of creative assets using Jira, Canva, and HubSpot; streamlined sales lead generation in Salesforce, yielding a 50% increase in cont

● Monitored social media and digital marketing calendars in Asana, facilitating timely deployment of social media posts and email blasts by the content team, leading to a 25% increase in engagement and audience reach.

● Created Salesforce dashboards to monitor outcomes of event campaigns, resulting in a 15% increase in ROI calculation accuracy and providing strategic advisement for future event attendance and investment.

Salesforce,San Francisco, CA (Hybrid)

Event Support Specialist 2020

● Strategically deployed collaborative event assistance by leveraging historical playbooks and resources to plan, coordinate, execute, and budget events, enhancing operational efficiency and event success.

● Coordinated impactful responses to COVID-19, overseeing the deployment of $10k donations to each of the 13 equality groups' chosen nonprofits, fostering tangible support for vital community initiatives.

● Facilitated alignment across cross-functional teams, for an increase in event effectiveness and attendee satisfaction.

● Streamlined event management protocols by implementing scheduling timelines, leading to a 40% reduction in administrative overhead and a 25% increase in on-time event executions.

Blue Cross Blue Shield of California, San Francisco, CA (Hybrid) Executive Event Coordinator 2019

CONTACT

• Richmond, California 94803

• ad5vf2@r.postjobfree.com

SKILLS

Strengths

Creative Thinking

Ability to think innovatively and develop

unique marketing strategies and

solutions.

Effective Communication

Strong Communication skills to convey

marketing ideas and messages clearly

and compellingly.

Administrative Expertise

Proven effectiveness in administration

and managing marketing operations

efficiently and smoothly.

Event Management

Experience and proficiency in organizing

and coordinating successful trade

shows and events.

Tools and Software

Adobe Creative Cloud

Asana • Canva • Concur

Cvent • Dropbox • Figma

Google Suite • Hootsuite

Hubspot • Jira • Oracle CRM

Qualtrics • Salesforce CRM

SAP/ECC • Slack • SplashThat!

Survey Monkey

EDUCATION

San Francisco State

University

Bachelor of Industrial Design

Research and Development

San Francisco, California

CERTIFICATIONS

• Google Digital Marketing &

E-Commerce

• Google UX Design

Certification

• Google Project Makagement

(In Progress)

• Hubspot

• Cvent

AWARDS & HONORS

● Led the coordination and execution of business development functions, including conferences and executive events

● Supervised venue and vendor selection, negotiated contracts, curated menus, managed event setups, and facilitated registrations, resulting in a notable increase in attendee satisfaction scores as indicated by post-event survey feedback.

● Achieved a 15% reduction in pre-event expenses by tracking and analyzing pre & post-event expenses and budgets in Salesforce, resulting in improved cost-efficiency as measured by budget adherence, and presented results with advisement.

● Ensured timely communication to attendees by creating & transmitting e-invites & email reminders, resulting in a 25% increase in attendee engagement rates as measured by email open and response rates.

● Enhanced brand value by generating creative briefs to focus marketing on key brokers & executives, resulting in an increase in brand recognition as measured by surveys and feedback from target audiences.

Blue Shield of California, San Francisco, CA (Hybrid) Product Management Associate 2017-2018

● Managed the logistics and delivery of marketing collateral for 125 health fairs and seminars at California federal agencies. Achieved a 97% on-time delivery rate through strategic scheduling and coordination efforts.

● Leveraged Excel pivot tables for precise attendance analysis, enhancing data accuracy by 20%.

● Enhanced sales team efficiency by implementing a searchable document for marketing program collateral, resulting in a 30% reduction in time spent searching for materials and improving client servicing capabilities.

● Tracked and analyzed event expenses and budget in Salesforce, reducing overspending by 10%.

● Implemented data-driven AB testing methods and conducted monthly surveys to enhance member acquisition and retention rates, achieving a 15% increase in new member milestones.

● "Improved visual presentation quality and stakeholder comprehension in healthcare documentation by creating graphics in Adobe CS, resulting in a 25% increase in stakeholder engagement as measured by feedback surveys. Mettler-Toledo Rainin, Oakland, CA (OnSite)

Marketing Operations and Event Coordinator 2014-2016

● Led all aspects of 10 annual domestic life science trade shows & conferences, resulting in heightened attendee engagement and a surge in lead generation, as evidenced by post-event surveys and CRM data analysis.

● Managed high-touch home office support for a 60-person field sales team, optimizing efficiency by streamlining HR support, coordinating travel arrangements, facilitating expense reporting, distributing leads, handling e-inquiries, and managing demo request processes.

● Developed processes & procedures to maintain demo equipment valued at $250k through the back end of SAP (ECC), facilitating accurate evaluation of depreciation values and cost reduction initiatives.

● Initiated SAP marketing campaigns to monitor leads from events & parent company, resulting in a 20% surge in lead conversion rates and furnishing actionable insights for revenue attribution and commission payments.

● Led the strategic planning, organization, and successful execution of the annual off-site national sales meeting & awards banquet ceremony, managing a substantial

$375K budget; drove a notable 10% increase in sales team morale post-event.

● Ensured SAP data integrity as a Data Steward, resulting in improved data accuracy and completeness through the generation of new accounts, implementation of data cleansing initiatives, report generation, and provision of support for internal inquiries.

• Birdeye - Employee of the

Month

• Mettler Toledo - High 5

Award (x3)

• Mettler Toledo - Above &

Beyond Award

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