Digital Marketing Manager

BRANDI M. SMITH

**** ***** ******** *** ***. #*** Alexandria, VA 22303

703-***-**** *************@*****.***

PROFESSIONAL PROFILE

Digital marketing professional with solid client management experience specializing in emerging marketing channels, content strategy, social media, audience engagement, mobile marketing and eCommerce. Proven ability to develop comprehensive marketing strategies, lead teams to create and execute integrated digital campaigns to drive revenue and performance. Consistently exceeds expectations that drive results and solve problems while fostering good relationships with internal and external clients at all levels. Recent accomplishments include:

Independently built integrated marketing program from the ground up and expanded campaigns across 7 diverse and emerging channels (Native Advertising, Content Marketing, Social Media, Email, Paid Media and owned channels) to drive growth for eCommerce partners, product launches and promotion of TWC products & services which led to 21% increase in incremental traffic and revenue

Launched and developed strategy including voice and KPIs for TWC Central’s Social Media presence across 5 social platforms

Lead campaign testing to optimize offers, headlines and landing pages for optimal customer experience resulting in increased engagement and traffic which increasingly represents +35% of Visits and +45% of Page Views on the site

Led SEO efforts that improved TWC Central’s authority and page ranking to #1 in Google search results which resulted in 11% increase in organic visits and 12% increase in organic page views

EXPERIENCE

Freelance, Alexandria, VA January 2017-Present

Digital Marketing

Developed and executed social media and content marketing plans and collateral for eCommerce clients to drive awareness, acquisition and conversion of their products and services

Developed and implemented marketing plans and collateral for Sales and Education clients across paid media (Social Media, SEM, Display, Email, SEO and Content Marketing) and internal marketing channels to drive awareness, acquisition and conversion of Education products and services

Automated abandon cart email campaign which generated 20% incremental revenue month/month against client’s sales goals

Implemented automated lead gen and nurture campaigns in support of sales goals

Managed client relationships and $200K annual budget; identified areas of opportunity and cost efficiency

Developed and implemented Social Media strategy and content calendar to reinforce education brand leveraging original content, events, products and services

Charter Communications (formerly Time Warner Cable), Herndon, VA January 2010-January 2017

Manager, Audience Engagement & Marketing July 2013-January 2017

Led cross-marketing activities on the portal in support of 14 different clients with competing KPIs to drive conversion (online revenue, upsell/cross-sell, App downloads, registration)

Partnered with cross-functional teams to develop marketing plans and collateral across paid media (Native Advertising, SEM, Display, Email, SEO and Social Media) and internal marketing channels to drive awareness, acquisition and retention of TWC products & services

Managed agency relationships and $1.5MM budget; identified areas for optimization to drive continuous improvement in campaign efficiency resulting in 95% reduction in CPCs

Developed Social Media strategy and content calendar to reinforce TWC brand, increase visibility, brand exposure leveraging TWC’s original content, products and services to increase brand’s reach and engagement

Developed standardized process using Podio to streamline campaign requests which was adopted by clients, resulting in increase in productivity and reduction in errors

Defined and monitored metrics using Omniture and 3rd party dashboards to regularly provide comprehensive reporting and actionable insights and recommendations to partners to drive product enhancements and engagement

Continuously tested to optimize against content, offers, landing pages, CTAs, content and most cost-effective channels resulting in +13% increase in traffic and customer experience

Supervised and trained team to execute against recirculation and cross-marketing strategies that resulted in increase in visits and revenue for clients

Identified content gap which was missing revenue opportunity and recommended a content marketing strategy including editorial calendar which was implemented and effectively drives incremental revenue

Led campaign testing efforts to drive user engagement and optimize landing page experience

Led SEO efforts during redesign and new CMS platform implementation

Marketing & eCommerce Producer January 2010-July 2013

Solely managed 100+ homepage promotions per month utilizing a large-scale Adobe CQ5 (CMS) which drives 95% of the Commerce traffic

Fostered and maintained strong relationships with key business partners to include Kayak, Match.com, eHarmony, Simply Hired, Indeed, PriceGrabber, Ticketmaster, and Nextag

Project lead on transitioning partners through re-branding and large scale migration efforts involving new CMS and URL structure

Partnered with engineering team to introduce new products and services to our customers utilizing JIRA to document user stories and manage project life cycle of commerce products and tools

Created marketing strategies and programs to drive engaging promotions that ultimately drive multiple streams of revenue for the portal and our commerce partners specifically around key initiatives

Managed internal stakeholders and external partners to deliver relevant and engaging content and services to our audience

Monitored performance using Omniture SiteCat and analyzed industry trends and sales reports to gauge market opportunities and customer needs

In support of Media Sales, defined, executed and over delivered against $1MM promotional plan for a high profile partner within a tight deadline of 4 months

Produced weekly reports to monitor trends against monthly revenue goals and make promotion adjustments as needed

AOL, LLC, Sterling, VA May 2004-November 2009

Marketing & Content Program Manager October 2006 – November 2009

Solely managed 60+ Welcome Screen (WS) homepage promotions per month which drove 80% of the traffic to the Shopping site while fostering relationships with key retailers (Amazon, Nordstrom, Sephora, Best Buy, Beauty.com, Drugstore.com, Sharper Image, 1-800-Flowers, Avon, Blue Nile, Ice.com, Old Navy), writing original content and driving monetization on AOL Shopping

Managed accounts and measured performance utilizing Omniture to secure WS promotion to partner sold galleries and deliver against traffic and revenue commitments. Most notable gallery drove $240K in sales for the partner during 8 hour run

Chartered new territory with Social Media efforts on Facebook and Twitter to increase brand awareness, expand the channel's reach and drive unique visitors to AOL Shopping

Conceptualized and maintained new weekly deal focused franchises by securing partner participation, which solely drove 1.7MM PVs, 600K UVs, $87K in revenue at launch

Effectively contributed original, engaging content to drive performance metrics (8.1MM avg monthly UVs, 121MM Visits and 843MM PVs)

Executed programming and QA for new product launches, site enhancements and re-designs

Utilized Google Analytics to identify emerging, breakout trends & top searches and tailored content to meet those needs

Optimized content for SEO to grow natural, organic traffic to the site. Most notable for optimizing AOL Shopping main for ‘online-shopping’ which moved the site from #14 to #3 in Google search

Recruiter May 2004-October 2006

Recognized for outstanding performance, won HR Achiever Award (1 of 4 awarded annually)

Managed full life-cycle recruiting efforts for multiple high-profile clients

EDUCATION

Virginia Polytechnic Institute & State University, Blacksburg, VA

B.A., Interdisciplinary Studies

Fully funded education through an athletic scholarship; qualified for Olympic Trials

TECHNICAL SKILLS

Ad Publishing: DoubleClick (DFA), Open AdStream (OAS), Facebook Ads Manager

Creative: Adobe Photoshop, HTML

Content Management Systems: Adobe CQ5, DynaPub, BlogSmith, IMC, Big Bowl

Project Management: JIRA, Podio

Reporting: Adobe Site Catalyst Omniture, Google Analytics

PROFESSIONAL ORGANIZATIONS

American Marketing Association, Member

Women in Cable Telecommunications (WICT), Communications Committee Board Member (Jan 2017)

National Association of Professional Women, Member

Project Management Institute (PMI), Member

VOLUNTEER WORK

Vienna Youth Flag Football, Head Coach

Girls on the Run, Inc., Assistant Coach

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