Marketing Manager

ANGELA BROOKS

801-***-**** • abnkh9@r.postjobfree.com

PROFESSIONAL EXPERIENCE

SPARK NETWORKS Provo, UT

Feb 2008 – present

Director of Marketing

• Manage and oversee the acquisition marketing and P/L responsibilities for both offline and online marketing efforts for 30

websites.

• Drive all marketing strategies for the company including new website launches, budget distribution, strategic partnerships,

events, and marketing and creative methods.

• Hands-on management of online media buys including CPC, CPA, and CPM campaigns. Continually optimizing current

campaigns by affiliate and placements and discovering and launching new relationships which have led to registration growth

and improved marketing efficiency of over 25%.

o Specific business segments have realized 10-30% increase in leads/registrations month over month since Nov 2008.

• Oversee both in-house and agency management of search marketing. Ensure that long-term growth strategies and day-to-day

tactical management are in line with allowable metrics. Analysis of both organic and paid search channels to find optimal bid

levels.

• Launched radio marketing campaigns both regionally and nationally for two products. Campaign results provided data to

target specific markets that led to 23% lift in site traffic, registrations and subscriptions.

• Update the affiliate program to improve results and increase the revenue from this channel. Plan includes improvements to the

sign-up process, communications, commission structure, affiliate reporting, and tracking.

• Creative brief creation and direction for all promotional, standard, and partner-specific emails and banners to maximize

acquisition efforts. Iterative testing of direct response creative elements have led to increased click-thru rates by over 100%.

• Initiate a streamlined affiliate tracking internal system to reduce recurring costs, redundancies and ineffectiveness with current

system. Identify internal and external reporting needs, coordinating with development, business intelligence, and project

managers to create necessary requirements for the new system.

THE GENERATIONS NETWORK Provo, UT

Jan 2006 – Feb 2008

Sr. Marketing Manager, External Acquisition Marketing

• Manage offline and online marketing channels that include TV, radio, print, display, and search among others.

o Manage offline and online agencies to ensure that we are achieving maximum efficiencies through continually testing

audience, creative and offers.

o Launched new brand identity through an integrated marketing campaign in March 2007 throughout seven channels.

Optimizing channels to reduce CPM by 47%.

o Transitioned external acquisition marketing from aggressive direct response model to brand focused advertising,

while keeping metrics in acceptable ranges.

o Planned and launched a regional-focused marketing campaign driven by content releases. Increased customer

acquisition up to 12% by region and improved value proposition of product from a customer retention perspective.

o Evaluate and recommend potential sponsorship opportunities, including TLC’s Home Made Simple, Who Do You

Think You Are, Across Generations, among others.

o Continually test online marketing including creative elements, publishers, networks, and keywords. Optimizing

results to maintain efficiencies in acceptable ranges.

• Developed a marketing strategy for a new product launch August 2007. Plan includes communication and messaging strategy,

acquisition approach, market positioning, up-sell/cross-sell and retention strategy.

• Currently managing a cross-functional marketing campaign that focuses a new approach to bring customers into the family

history category. Campaign elements include: microsite including how-to videos and tutorials, a robust PR campaign, retail

inserts, co-branded emails, as well as other marketing channels.

Oct 2004 –Jan 2006

New Channels Marketing Manager - Offline Acquisition Marketing

• Tested new offline marketing channels to determine which channels would be the most efficient and provide the highest return

on our investment.

o Direct Response Radio – Established mix of creative advertisements and product offering to increase channel

profitability and efficiency while reducing cost per call by 32%.

o Direct Mail / Inserts – Tested audience lists, creative, product mix, and pricing for direct mail campaign. Launched

package insert program to test feasibility. Managed production including creative development to ensure that

messaging was consistent with our brand and vendor placement to guarantee a low CPM, effective reach of our target

audience that produced sufficient customer response.

Direct Response Television - Developed control offer that led to a 77% increase in response, which resulted in a cost

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per call reduction of 46%.

o Call Transfer – manage all relationships, new partnerships, negotiations, legal contracts, and training for the Call

Transfer Programs. Partner, offer, pricing, and audience testing resulted in increased profitability becoming the most

profitable offline channel.

Launched a 28.5 minute infomercial in August 2005, managed the production, script and legal processes, post-production

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editing, as well as media spend by station.

Created operational plan for third-party up-selling, which included identifying possible partnerships, creating contracts,

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financial modeling, internal development, and customer retention solutions. Launched pilot test with a third-party partner;

resulted in the most profitable marketing ratio for offline acquisition.

Supported Vice President of Business Development with international expansion, specifically the UK, including negotiations,

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program development, and internal operations associated with these projects.

Worked with internal call center management to find optimal mix of consultant staffing, sales scripting and compliance to

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continually improve operational efficiency.

INDEPENDENT CONSULTANT Salt Lake City, UT

July 2003 – Sept 2004

Business Consultant

• Spearheaded economic feasibility study for local child care business opportunity, including competitive intelligence analysis,

financial impact, and potential entity viability. Provided professional consulting advice during business plan creation and

negotiations with potential sellers, as well as developed a marketing and long-term strategic plan to aid in the success of the

client’s business venture.

• Created marketing plan for web-based company, including new web design for increased traffic and increased brand

awareness.

• Initiated consulting engagements with various sales and marketing professionals to provide expertise in work force motivation,

efficient sales processes, and consultative selling approaches.

GOT HEALTH Salt Lake City, UT

2000 – 2003

Owner, Health/Diet Food Wholesale & Distribution

REGENCE BLUECROSS BLUESHIELD OF UTAH Salt Lake City, UT

1999 – 2001

Financial Analyst

NORDSTROM, INC. Salt Lake City, UT

1988 – 2005

Department Manager/Sales

EDUCATION

GEORGETOWN UNIVERSITY, The Robert Emmett McDonough School of Business Washington, DC

May 2003

Masters of Business Administration

Elected Vice President, Georgetown Graduate Women in Business and Graduate Entrepreneurs Association

UNIVERSITY OF UTAH Salt Lake City, UT

December 1998

Bachelor of Science, Finance

• Dean’s List, Entrepreneurs Association, Financial Management Association, University of Women in Business

INTERESTS

Interests: Travel – South America, Europe, and Asia; Road Biking; and Golf

Volunteer: Ultimate Four 2002 – Volunteer for MBA Basketball event, benefiting I Have a Dream; Salt Lake City hunger relief

programs; fundraising for the Peterson School for the mentally challenged: Habitat for Humanity.

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