Social Media Management

Yvonne Carman

*** *. **** ******, ********, IL **067

************@*****.*** mobile: 573-***-****

TECHNICAL EXPERIENCE

18+ years of extensive online marketing expertise, advanced project management and creative team leadership across diverse B2B, B2C, nonprofit and eCommerce industries (business services, education, finance, insurance, manufacturing, retail, technology and telecommunications).

Integrated Technology Implementations

Paid Search Management

Social Media Engagement

New Product Launches

Email Marketing

Reputation Management

Multifaceted Project Management

Search Engine Optimization

Content Marketing

Tactical Marketing Strategies

Retargeted Advertising

Affiliate Program Management

Product Positioning & Branding

Customer Engagement & Retention

Focus Group & Market Research

Performance Modeling

Website Design

Vendor Sourcing & Management

Contract Negotiations

User Experience Optimizations

Affinity Partnerships

PROFESSIONAL EXPERIENCE

International Fellowship of Christians and Jews – Among top 200 largest revenue-generating nonprofits

Director of Digital and Technology Integration November 2015 - Present

Responsible for managing Web Service and Social Media departments (8 total employees with senior management-level direct reports).

Successfully project managed email platform migration to Salesforce Marketing Cloud (supporting online revenue-generating efforts across 2 million+ donor file) and redesign of organizational website (18,000+ site pages).

Directly supervised donation migration of all online and offline donation payment services (payment gateways and planned API integrations), processing nearly $150 million in annual donations.

Responsible for research, evaluation and recommendation of new technology platforms (email, website management systems, internal collaboration and project management solutions, integrated video, etc.).

Provided oversight and final approval on all strategic SEO-based implementations.

Designed new standardized project management structure and review process utilizing Project Management Institute methodology for organizationally mandated project management use across all departments.

Key member of executive management team responsible for designing new email engagement-level strategy, which improved overall inbox deliverability by 26% and increased annual email-based revenue by 34%.

Grew annual Social Media channel revenue by 50% in 2016 and 64% in 2017 through increased fundraising initiatives and sustaining donor programs.

Expedited contract negotiations that resulted in more than $270K in annual technology-based savings.

Sprout Social - Leading social media management and engagement platform provider

Director of Paid Marketing March 2015 - July 2015

Responsible for driving global increased free-trial growth through paid acquisition including paid search, social media, remarketing, affiliate programs and additional digital efforts (improved overall trial acquisition by 37% and decreased cost per acquisition by 62%).

Accountable for all paid media plans including budgeting, execution, optimization, reporting and forecasting.

Sourced, evaluated and managed agency/vendor relationships including contract negotiation management.

"Hands-on" team management of paid search and social media, digital remarketing and affiliate programs.

Provided high-level, strategic management and directional guidance to paid search team for driving continued growth through specific account management tactics.

Shared ongoing marketing recommendations and presentations with executive management.

InterCall - Largest worldwide conferencing and collaboration services provider

Senior Internet Marketing Manager June 2011 - March 2015

Defined all SEM and SEO strategies for InterCall and additional West-owned companies.

Managed all marketing automation, email, SEM, SEO, online advertising and affiliate marketing efforts.

Provided ongoing team management and oversight for all SEO and SEM plans.

Accountable for all SEM and digital advertising budgets.

Managed all vendor and agency relationships including sourcing and selection.

Leveraged current SMB market for future product growth and expansion recommendations.

Managed affiliate marketing programs and identified new affinity partnership opportunities.

Proposed new marketing initiatives and created supporting presentations.

Responsible for Ecommerce product merchandising and price-testing implementations.

Provided in-depth performance results across all paid media (both single click and multi-click attribution).

Designed and implemented systematic a/b testing to ensure optimal user experience and improved conversion rates.

Conceptualized varied social media content pieces and email marketing initiatives.

Managed customer retention programs and executions.

Assisted in project managing the development of new shopping cart and mobile site.

Performics - Full-service performance marketing agency supporting Fortune 500 clients

Senior Account Manager February 2009 - May 2011

Responsible for day-to-day paid search management and resource coordination of agency’s largest B2C account.

Managed annual paid search budgets of more than $40 million.

Identified and assigned team resources, tracked project workflow and created ongoing success measurements.

Facilitated agency integration and strategic relationship building.

Provided expert pay-per-click, pay-per-call and retargeting management with Google AdWords, MSN AdCenter, Facebook, 7Search, LinkedIn, Business.com, Pulse360, AOL, NetQuote, Brokersweb and many more.

Indentified new opportunities for landing page optimization and ongoing test planning.

Executed all systematic ad copy testing.

Managed all search engine advertising representative/team relationships.

Wrote ongoing client testing recommendations and client quarterly business reviews.

Responsible for all paid search budgets and ensuring delivery of client revenue objectives.

PrairieWeb Internet Marketing - Agency focused on mid-sized business solutions

Search Engine Marketing Consultant July 2004 - February 2009

Managed online marketing efforts for 10 B2B, B2C and retail clients (all pay-per-click management, affiliate marketing, search engine optimizations, user site enhancements, etc.).

Coordinated and managed all SEO/SEM associate work assignments and projects.

Developed new landing page content for ongoing testing.

Performed paid directory research, completed submissions and reciprocal link exchanges.

Provided pay-per-click management services with Google AdWords, MSN AdCenter and 2nd tier engines.

Set up and managed product-based shopping feeds including Google Product Search, Amazon and Shopping.com.

Specialized in affiliate management utilizing Shareasale, PepperJam, DirectTrack and Commission Junction.

Managed retargeted advertising solutions.

Provided traffic pattern analysis and action plan recommendations.

Parallel Media Services - Online marketing and consulting agency

Owner July 2001 - April 2009

Ecommerce consulting and development.

Provided search engine optimization, paid search management and online marketing solutions.

Additional professional experience and references available upon request.

EDUCATION

Columbia College

Master’s Degree in Business Administration

William Woods University

Bachelor’s of Science Degree in English Communications

(minors in Studio Art, Japanese and History)

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