Project Marketing

*** ******* *** **. 704-***-****

Concord, NC **025 ********@*****.***

Michael Fetter

Summary An accomplished, versatile professional experienced in all aspects of Digital

Marketing. Highly motivated and analytical. Excellent organizational skills

highlighted by the ability to multi-task effectively. Advanced computer skills

with varied business software applications. Strong leadership and

motivational skills for effective team building and project management.

Experience 2002 - Present AAA Carolinas Charlotte, NC

Senior Project Coordinator

Role – Web Analytics

Create and Analyze funnel reports for key revenue generating forms and

booking engines

Analyze traffic flow through site, ensuring visitors can easily find the desired

product

Review site traffic to ensure Key Business Units hit their target goals

Recommend changes to site forms and booking engine to maximize

completion and booking rate

Produce high-level reports for executives on a monthly and quarterly basis,

providing analysis explaining major increases and decreases in numbers

Provide solutions and recommendations to prevent declines in traffic to Key

Business Units

Role – Email Marketing

Manage all aspects of email marketing program, consisting of developing

email business plan around offline marketing initiatives. Coordinate with

design team on all creative work for both email campaigns and website

Partner with Business Lines to support/improve their Marketing objectives

through multi-channel initiatives

Testing of all email campaigns, A/B segmented based on demographics,

subject lines, and creatives to ensure email marketing campaigns are

performing to their optimum level. By increasing open and click thru rates, this

effectively increased ROI of email marketing program by over 125%.

Develop project timelines, project plans, project documents and specs;

negotiate and confirm schedules; complete all paper work required for job

production; ensure the successful delivery of projects (on-time, on-strategy)

Proofing and establish project-specific quality controls; generate invoicing,

status reports, production schedules; troubleshoot and create and

communicate production schedules

Grew email list by over 300% over the last 8 years to over 850,000 by

utilizing best business practices such as requiring, email addresses on all

online forms, offering special discounts to customers who opt-in to email

campaigns, and email appends for customers without email address on file.

Even with vast growth have effectively kept email unsubscribe rates to less

than .02%

Ensure campaigns are delivering company message in-line with overall

marketing plan

Developed transactional emails to assist with company’s goals of cross

selling

Role – Project Management

Regularly communicate status of projects to Business Lines; escalate any

major issues to Business Lines, working together to initiate activities that will

quickly resolve issues

Manage workflow of three web designers maximizing output, while

maintaining I high level of moral

Maintain relationship with Key Business Lines to ensure their projects are

completed in a reasonable timeframe

Software: Proficient in Windows, Microsoft Word, Excel, and PowerPoint. RightNow

CRM, WebTrends, Google Analytics, Omniture Catalyst, NCR eCommerce

PostMaster

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