Integrated Marketing Manager

Tina Campbell

Chicago, IL *****

773-***-**** *******@*****.*** LI: Tina Campbell

SUMMARY

I am a marketing leader specializing in B2B marketing strategy and tactical execution. My nearly 20 years of experience spans client side, agency and institutional organizations - large and small, structured and flat. My varied background allows me to adapt quickly and focus on strengthening internal/external relationships, while elevating the marketing message to drive business and support growth.

Specialities:

• Integrated Marketing Strategy and Planning • Marketing Automation (Hubspot, Salesforce)

• Content Management • Email Marketing

• Online Demand Generation and Lead Acquisition • Database Management/List Segmentation

• Workflow and Process Implementation • Website Redesign/Optimization Management

• New Product Launch • International Sales Training and Resources CAREER HISTORY

Nelson Cash, Chicago, IL 2017

Project Manager (freelance)

Served as agency project manager for Google's “Get Your Business Online” program, interfacing with program leads and supporting the larger business strategy of a multi-layered organization. Collaborated on a team including the account lead, front/back end developers and UX designers. Avenue Marketing Strategy and Activation, Chicago, IL 2015-2017 Marketing Director (freelance 2015, full time 2016/2017) Led a new marketing department, developing strategy and executing tactics. Established marketing operational processes and managed all internal campaigns. Served as PM on cross-functional teams across leadership, accounts, strategy, digital and creative.

Notable achievements:

• Sourced and implemented marketing automation software, minimizing third party vendor expenses.

• Generated a marketing plan for contact and content strategies, managing costs and processes

• Centralized and segmented a target contact database, implementing automation, workflows, CRM.

• Helped build and implement a thought leadership platform, managing website development and content.

• Transformed high level ideas into solutions to support demand generation, new business and thought leadership, leveraging email marketing, content marketing, SEO and social.

• Took over sourcing and management of all marketing resources, vendors and independent contractors. DePaul University Enrollment Management and Marketing, Chicago IL 2014-2015 Digital Marketing Manager (freelance)

Project managed advertising and digital campaigns (display, mobile, social) leveraging the university brand to meet graduate programs' marketing objectives, including brand awareness and lead generation. Worked with Web Communications group to develop and test landing pages, track campaigns using Google Analytics and Tableau. Worked with media and SEO/SEM agencies to develop presentation decks, track media flights, URL documents and campaign builds.

Tina Campbell

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Agati, Inc., Chicago, IL 2002-2014

Marketing Director (promoted, 2007)

Leadership-Training

• Managed, mentored and grew the marketing team, establishing best practices and workflows.

• Trained direct/independent reps and partner dealers with a global footprint on sales enablement tools helping to expand reach across healthcare, corporate, education and government markets.

• Provided digital marketing thought leadership to organization, including leadership team.

• Worked with Sales Directors to identify client segments, establish marketing channels, set deliverables and budgets tailored to vertical markets/Go-to-Market strategies.

• Sourced/implemented software programs (Hubspot, Basecamp, Sharefile) and provided company-wide training. Strategy-Project Management

• Guided leadership through conceptualization and formalization of mission statement and brand positioning.

• Spearheaded major website redesign, working closely with CEO to realize his vision and act as a liaison between CMS agency, CRM consultant, executive leadership and internal teams.

• Worked with consultant to integrate CRM (Salesforce) with marketing automation software (Hubspot).

• Identified core market personas to help inform marketing strategy and audience reach. SEO-Analytics-Inbound and Content Marketing

• Developed content and copy for website, email campaigns, digital and print collateral.

• Transitioned traditional website to be inbound/content marketing focused. Site traffic increased 46% first year.

• Created four new landing pages with CTA’s and forms: Visits increased 20% in 6 months, 47% conversion rate.

• Managed and tested email campaigns, growing subscriber base 35% in less than two months.

• Set up Social Media Program on six platforms, resulting in 6.2% community growth per month since inception.

• Established Google Analytics/metrics program: set benchmark data, set up goals, tracked conversions and identified key insights for future campaigns/measured ROI. Marketing and Communications Manager (promoted, 2004) Worked on marketing communications for collateral, brochures, proposals and presentations. Contracts Coordinator/Quoting

Maintained federal, state and city contracts and wrote copy for RFP presentations. Krueger International, Green Bay, WI 1998 -2002

Senior Market Development Analyst

Led B2B business development and marketing efforts in healthcare, technology, corporate and government markets for Northern California team. Worked with regional manager to support sales staff, provide lead generation and database management. Company size 4K+.

EDUCATION

Bachelor of Arts in Journalism

Bachelor of Arts in Communication Arts

University of Wisconsin, Madison, WI

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