Marketing Manager
Resume:
Lenore Daniel
**** **** **** *** ********, MD ***45
********@*******.***
Seasoned Brand Marketing Steward with core competencies in Marketing
Management, Strategic Planning, Corporate Communications, Product
Management, Federal Marketing, and Online Marketing. Proven in-depth
understanding of audience segmentation, product positioning, and flawless
execution of tactical elements.
Director of Marketing/Communications - August 2010 - present
Graduate School USA Washington DC
> Successfully launched and executed a $1Million+ multimedia brand
identity campaign.
> Develop, implement, and create effective measures for maintaining a
branding strategy.
> Responsible for a marketing team with clear responsibilities for
Strategy, Marketing Communications and a diverse Product portfolio for
the federal market.
> Developed detailed activity plans and budgets for specific channels
inclusive of direct mail, online interactive marketing, trade shows
and events, as well as trade advertising.
> Demonstrated technical and professional mastery by leveraging
expertise from higher education and for-profit environments.
> Responsible for all corporate communication and civic activities.
> Executed competitive strategies, tactics, using market trending
research to achieve increased market share.
> Track and articulate ROI performance of marketing strategy through
measurement and analysis.
> Managed online marketing programs including site traffic messaging,
search engine marketing, email marketing, affiliate marketing, banner
advertising, (landing page and micro-site page development), online
lead generation.
> Plan, develop, implement and evaluate the School's marketing, creative
services, and advertising/promotions.
> Effective utilization of emerging SEO technologies as appropriate:
o Keyword links, key phrase research, title, header tags, Meta
data.
Senior Marketing Communications Manager - (June 2007 - July 2010)
Walden University Baltimore MD
> Developed integrated marketing plans with a multi-channel approach
(i.e. Direct Mail, Online Advertising, Online Search, Website, Social
Media, Tradeshows, and Print Advertising) for multiple business units.
> Collaborated with academic and Business units, field sales, and
product training to execute an integrated marketing plan
> Developed media strategy for ads (trade, consumer / traditional and on-
line)
> Developed and maintained the annual budget for the marketing and
communications function Tracked and measured results of key marketing
campaigns, lead generation, and brand management activities.
> Analyzed effectiveness of each type of campaign, and implemented
recommendations from campaign metrics.
> Initiated data driven business changes and improved conversion rates
and cycles.
> Provided direction (product/imagery/copy etc.) to designer(s) for home
pages and landing pages, email marketing campaigns.
> Managed a Web team staff including production team of designers, and
developers
> Monitored and reported on project status and results to Senior
Management.
> Created and managed all communication pieces related to university's
website.
> Integrated key performance indicators to measure operational
effectiveness.
> Researched and selected Direct Mail lists, interpreted test results
and made recommendations for improved mail performance
> Collaborated with technical team members on usability testing, and
portal upgrades.
> Successfully launched first Nursing Informatics specialization offered
completely online
> Developed compelling positioning and messaging for all critical
audiences
> Executed comprehensive demand creation programs that resulted in:
* Improved performance of Direct Mail through market
segmentation programs by 23%
* Increased Brand Awareness of the School of Nursing by 19%
* Increased lead generation by 17% through improved messaging.
(Direct Mail, SEO)
* Improved student retention by 5%
* Highest EBIT growth (Nursing program 2007 -2008)
Director of Communications - September 2005 - May 2007
Nexion Health Inc. Sykesville, MD
> Standardized campaign reporting and dashboards for marketing and
sales.
> Implemented best practices in automated demand generation.
> Developed and implement lead scoring and lead nurture program
strategy.
> Continuously analyzed operational process to identify and implement
new efficiencies.
> Executed comprehensive demand creation programs
> Formulated and implemented effective tactical solutions in support of
strategic marketing objectives.
> Developed and executed cross promotional online marketing plans.
> Collaborated with online producers, network marketing, database, and
eCommerce teams to ensure proper function of e-mail campaigns.
> Analyzed reports on key metrics of email campaigns, to include open
rates, click throughs, conversion and other key metrics.
> Developed Creative Briefs and message positioning.
> Responsible for the integration of messages throughout the management
disciplines.
> Articulated high-level strategic questions to help guide data
collection and reporting
processes.
> Liaison to channel managers and online related vendors for product
placement decisions.
* Improved lead generation by 26% - Q1, Q2. (YOY)
* Created and executed marketing initiatives yielding a 15+%
increase in revenue (YOY)
Director of Marketing - (April 2003-August 2005)
Kelly Services Corporate HQ Troy MI and Baltimore MD
> Key strategist and owner of marketing related partnerships designed to
advance business unit objectives.
> Demonstrated solid understanding of event marketing, product
integration, buzz marketing and entertainment marketing.
> Captured and integrated key performance indicators to measure
operational effectiveness.
> Demonstrated strong relationship management, negotiation,
communication, and analytical skills.
> Created positioning strategies and detailed action plans.
> Developed and maintained the annual budget for the marketing and
communications function.
> Coordinated market research, market studies; participated in industry
seminars; conveyed in-depth understanding of product-specific
initiatives and strategic market opportunities.
> Supervised research staff, outside consultants and collaborated on the
development of qualitative research.
> Developed and maintained executive level relationships with key public
officials and community organizations (including advocacy groups).
> Set action oriented goals based on knowledge of current and future
policies, practices, and technology in relevant industries.
Divisional Marketing Communications Manager (September 2000 - April 2003)
Promoted to GM Onstar Division Marketing - Manpower Inc. Farmington Hills
MI
Product Marketing Manager (April 1997 - September 2000)
Assigned to GM Powertrain Division - Manpower Inc. Farmington Hills MI
> Delivered PRDs with prioritized features and corresponding
justification.
> Demonstrated full understanding of the Product Development lifecycle.
> Collaborated with engineering on product enhancements inclusive of
sensors, the Sensing Diagnostic Module, the Vehicle Comm. and
Interface Module, and cellular antennas.
> Represented the voice of the customer to determine number and location
of sensors depending on specific car models.
> Responsible for gathering and prioritizing product and customer
requirements, and defined the product vision.
> Vertical marketing lead, worked with product strategy and sales to
develop synergistic plans for positioning.
> Utilized campaign metric assessments, market research to drive optimal
campaign performance. Worked closely with engineering, sales, and
support and successfully achieved revenue and customer satisfaction
goals.
> Collaborated with Engineers, IT technicians to drive key platform and
product initiatives at Onstar
> Responsible for reviewing product descriptions, technical
specifications, product labeling and product packaging to ensure
application information is appropriate for intended audiences.
> Successfully launched various new products and services and achieved
lead projections through integrated go-to-market campaigns.
> Refined product & category value propositions, including definition of
the target consumer and key areas of differentiation.
> Directed and managed efforts from concept through production and
distribution for key marketing support materials such as brochures,
catalogs, sell sheets, direct mail, training videos, channel
promotions, photography, and eMarketing.
> Successfully created lead-generating multi-channel marketing programs.
> Coordinated market research, market studies; participate in market
seminars to gain in-depth understanding of product-specific
initiatives and strategic market opportunities.
> Guided and executed delivery of key research and analytics projects
designed to provide optimal insights into target market/audience.
> Formulated and executed strategy for advertising campaigns via online
media, including identifying partners, negotiating contracts, and
optimizing campaign results while ensuring compliance with branding,
quality, and cost-effectiveness guidelines and Business Practices
regulations.
o Online media campaigns included: display/banner advertising,
rich media (video, audio) placements, mobile advertising,
behavioral targeting
> Directed community affairs functions to ensure the enhancement of
organization's reputation among local political, policy, business and
other community leaders and decision-makers.
> Lead the creation of product related thought leadership materials such
as by-lined articles, advertorials, white papers, Webinars, press
releases, etc.
Education: Anderson University - 1991-1995 Bachelor of Arts GPA:
3.5/4.0
Dual Majors: (a) Marketing (b) Communications - Public Relations
Honors
Elected to: Who's Who in American Colleges and Universities
Elected to: Dean's List, National Dean's List, Phi Eta Sigma,
Alpha Lambda Delta
Highest Income Growth - 1999 - Manpower Metro Detroit
Outstanding Leader - Manpower Metro Detroit '2000, 2002
Highest Gross Profit - Manpower Metro Detroit '2000, 2001
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