Manager Marketing

Kelly McCarthy

*** ***** ****** *** . **********, VA 22301

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

Online Acquisition Marketing

. An accomplished direct response marketing professional specializing

in online acquisition marketing, including display, paid search,

email marketing, direct partner management and ad networks.

. Direct management of vendor relations, planning, budgeting, media

(online and offline), promotion, campaign optimization, product

branding and new business development.

Contract Negotiations . Strategic Business Planning . Marketing Program

Management

Cost Budgeting & Control . Account Management . Promotional Planning

Online Advertising Optimization . Supervision of Employees

Business Development . CPA, CPM, CPC Campaign Marketing

PROFESSIONAL EXPERIENCE

THOMPSON PUBLISHING GROUP, WASHINGTON, DC . 2009-present

Director of Online Marketing

Manage a team of 6 across 3 Thompson companies to drive new acquisition

marketing in several B2B verticals including; HR, Grants, Banking,

Financial, Biotech, Health Care and Environmental. Directly responsible for

P&L across brands for all online acquisition.

Major Contributions:

. Reorganized and centralized existing online team to create greater

efficiencies in work processes, ability to share testing results

instantly and leverage brands across verticals.

. Streamlined online marketing processes between each company and

eliminated duplicate efforts and inefficient processes.

. Established first online budget by channel for each company. Coached

team to manage time and efforts in terms of managing spend and revenue

budgets.

. Implemented first testing strategies (templates, subject lines, copy,

timing, personalization, list selection, landing pages, creative,

etc.) for email and web properties campaigns. These efforts have

increased CTR and conversion rates as much at 78% and as little as

20%.

. Expanded SEM program from 2 campaigns covering 2 products to

establishing campaigns for each vertical to include several products

across each brand.

. Launching first display efforts through retargeting pixels with Yahoo.

. Working with multiple technical teams across the companies to increase

conversion in the funnel from click to purchase by testing new

shopping carts and registration paths.

TRADEKING.COM, CHARLOTTE, NC . 2008-2009

Online Marketing Manager

Primary focused on establishing and building online infrastructure in a

startup environment to optimize acquisition and retention marketing.

Directly responsible for optimizing display advertising budgets, landing

page performance, distribution and promotion of educational content,

retention programs and client registration activation.

Major Contributions:

. Managed display advertising budgets and placement optimization to

increase CTR and conversions through DART and internal reporting

systems.

. Launched social media properties for the promotion of educational

content (Twitter, Facebook) to drive early client engagement.

. Introduced new partner relationships with portals, such as Platform-

A, Yahoo and MSN and negotiated new media buys that aligned directly

with budget and performance expectations.

. Increased client registration (lead optimization) conversion through

deeper analysis that led to the development of new technologies and

processes while working with the technology teams and compliance

department.

. Oversaw optimization of landing pages, including design, analytics

(Omniture, Google Analytics), and testing strategies for increase

conversion.

LENDINGTREE, LLC, CHARLOTTE, NC . 2006-2008

Senior Online Channel Manager

Primary focused on online acquisition marketing through CPA performance

networks and direct advertising partners. Drove lead volume for home

mortgage, real estate and emerging business products for LendingTree's

family of brands.

Major Contributions:

. Increased home loan volume 141%, while maintaining a margin above

45%.

. Launched several direct partners generating over 5,000 additional

home loan leads.

. Grew the GetSmart partner program by 230%, while increasing margin

from 15% to over 40%.

. Increased online conversion by launching advanced links, RSS feeds,

calculators, rate tables and various widgets with strategic

placements and new marketing methods.

. Established and maintained new group CPA pricing strategy that

stabilized the market value of leads while the industry as whole was

experiencing great losses in customer values.

. Oversaw daily advertising accounts and CPA networks including ongoing

development of communications, new creative, tools, widgets, content

and account strategy.

. Worked with internal teams including, product management, legal,

technology, creative and business intelligence to accomplish channel

management objectives.

. Managed channel budget and forecasting.

THE GENERATIONS NETWORK, Provo, UT . 2005 - 2006

Affiliate Program Manager

Major Contributions:

. Communications - increased communication to 30,000 affiliates who

were inactive or low-producing. Result - increased sales and activity

of lowest tier level by 10% year over year.

. Top Affiliate Conference - redirected conference content and

objectives around publisher accountability to promote sales growth.

. Promotions - designed specific promotions in conjunction with

company's overall strategic growth plan, resulting in revenue growth.

. Channel Development - implemented new strategies resulting in

continued growth for all tiers of the channel. Developed second

conference opened to affiliates who had the potential of being top-

producing by working one-on-one and providing more tools as tactics

changed.

SMART BELT CORPORATION OF AMERICA, Park City, UT .1999 - 2005

Marketing Manager

Smart Belt manufactures consumer product packaging machinery. Implemented

new marketing, public relations and industry marketing plans increasing

company's presence and sales in the machinery packaging industry.

Major Contributions:

. Directed graphic design and print production to ensure collateral was

delivering consistent message and image.

. Client relations - ensured trust and service for new and existing

customers.

. Targeted new business opportunities. (Fortune 500 companies)

. Created DVD and PowerPoint presentations detailing company's

products.

. Managed and directed marketing department budget.

. Provided follow up client training and ongoing client relations.

SOUNDTUBE ENTERTAINMENT, Park City, UT . 2001 - 2003

Marketing Coordinator

SoundTube Entertainment manufactures a full line of high performing

commercial loudspeakers. Assumed responsibility for trade show management,

public relations, installation white papers and dealer communications.

Major Contributions:

. Secured lower costing contracts with vendors.

. Organized all aspects of company's multiple trade shows & events

including:

o Media Relations & Media Kits

o Booth signage, image and layout

o Reduced Trade Show cost by 10% through increased organization &

planning

. Published in various industry magazines - press releases and cover

story.

. Sound & Video Contractor (svconline.com), November 2002 pg.70 "A

Glimpse of the Sea"

. Arranged for Regional & National media interviews and spotlights

including:

? CNN Headline News ?

Entrepreneur Radio Network

? Edward Lowe Report ? KSL

Business Spotlight Radio

EDUCATION

Master of Business Administration

Westminster College, Gore School of Business, Salt Lake City, UT (2005)

Bachelor of Science in Marketing

Westminster College, Gore School of Business, Salt Lake City, UT (1998)

OTHER

Commission Junction Advisory Board Member 2008-2009

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