Marketing Manager

Resume of

Lisa M. Copeland

SUMMARY

Visionary team leader, strategist and execution specialist, who strives to build trust, value others, communicate effectively, drive execution, foster innovation, collaborate with others, solve problems creatively and demonstrate high integrity.

Goal-oriented, strategic thinker with diversified multi-channel marketing, project management and communications experience that spans several industries. Extensive experience and increasing management responsibility includes:

-Conferences & Tradeshows

-Product Marketing, B2B, B2C

-Graphic Designer

-Digital Project Manager

-Training and Development

-Communications

-Social Media, SEO, SEM

-Marketing Automation

-Team Leadership

-Change Management MOC

-Seminar & Meeting Facilitator

-Content Writer

-Email / Inbound Marketing

-Vendor Management

- Web Designer

PROFESSIONAL ACCOMPLISHMENTS

Marketing Integration Manager for Digital, Field, Brand, Affinity Marketing and Corporate Communications. Project Manager for several campaign roll-outs for company-wide strategic initiatives, including Office of the Chairman approved $8.5M digital transformation project encompassing transition to Sitecore, digital asset management, back-end portal engagement and front-end creation of 1800+ websites for locations throughout the US, Canada and Puerto Rico. Also served as organizational change manager for field location activities.

Managed execution of integrated marketing campaigns for high-visibility product launches of a non-profit membership organization, marketing 50+ Education and Training courses offered worldwide, 30+ conferences and tradeshows per year and five publications, contributing to an increase of over 9,000 members, while achieving division goals and exceeding revenue goals in over 95% of all initiatives.

Project manager for implementation of a company-wide enterprise transition which included accounting, warehouse, customer service, purchasing and sales: Assisted with creation of a customized sales order entry program designed specifically for efficient handling of promotional and direct source products. Project was complete within nine months, meeting strategic and budgetary goals resulting in a 40% annual savings company-wide.

Developed branding and executed all related marketing tactics including event signage, sponsorship pricing, fulfillment, and award presentations for the Department of Defense bi-annual Corrosion Conferences in 2010 and 2012. Created the first sponsorship supported conference in 2012, exceeding the prior conference in both attendance and exhibitor goals by 20%.

Reduced outsourced printing project expenditures by 70% within the first six months; initiated email marketing, SEM, SEO, Google AdWords, Facebook and updated website; created retail promotional campaigns resulting in a 20% increase in volume sales for next fiscal year.

EDUCATION

Business Management & Psychology, Dallas Baptist University Dallas, Texas

TECHNICAL SKILLS

Adobe Creative Suite CC - InDesign, Photoshop, Illustrator, Acrobat;

Microsoft Office Suite - Word, Excel, Advanced PowerPoint;

MS Project Management, Jira, Slack, Basecamp, Teamwork;

HubSpot Certified, Pardot, SharpSpring, Marketo, Vertical Response, Constant Contact, ExactTarget;

Twitter Deck, Facebook Ads, Google AdWords, LinkedIn, Blogs, SEO, SEM, Moz;

Basic HTML, video editing, script and video production;

Microsoft Dynamics, Sage, SharePoint, Salesforce, Sitecore;

PROFESSIONAL EXPERIENCE

SURGE HOMES Houston, Texas 9/2017 – 1/2018

Digital Marketing Specialist (4 MO Contract) Advertising campaign manager for a new Houston homebuilder developing condominiums and townhomes in Houston’s inner loop.

Determine strategies for AdWords campaigns, implement mobile campaigns using Mobit.

Execute Facebook and LinkedIn carousel advertisements.

Manage HubSpot platform integrated with Salesforce; update website, blogs and social media sites.

Creation and deployment of emails for events, drip campaigns and newsletters in HubSpot including use of InDesign, Photoshop and Illustrator.

SERVICE CORPORATION INTERNATIONAL Houston, Texas 2/2016 – 5/2017

Marketing Integration Manager: 6/2016 – 5/2017

Create project management timelines; Utilized process design metrics in determining workflow for projects; Implemented communications plans and ensured project scheduling of workflow and timelines for each project

Established open communication lines across five marketing functional areas; Developed metrics and measurement approaches and collaborated with the Marketing leadership team as an accountability partner to ensure department goals were achieved

Project Manager (3 MO Contract)

Project Manager for several Marketing department strategic initiatives, setting timelines for campaign roll-outs to over 1800+ locations. After 30 days offered two positions in different departments – PMO and Marketing

REDSTONE PAYMENT SOLUTIONS Houston, Texas 6/2015 – 1/2016

Marketing Communications Manager (6 MO Contract)

Launched SharpSpring CRM and implemented email and inbound marketing campaigns.

Created social media presence; analyzed web site traffic and growth.

Created and launched WordPress web sites for two secondary lines of business, including Woo commerce shopping cart integration, fed-ex and payment gateway; Updated existing website as directed.

Developed branding, managed content marketing, communications and lead generation for a thirty-member call center with hands-on graphic design, advertisements, collateral support for independent sales organization promoting three lines of business.

SHELL OIL – THE SERVICE CENTER Houston, Texas 3/2014 – 9/2014

Executive Account Marketing Manager (6 MO Contract)

Management of retail and major location promotion marketing programs for Shell Oil, including major brands, Pennzoil, Quaker State and Rotella.

Call Center Manager supervising 5 customer service representatives; responsible for Sage CRM enhancements and integration with other systems throughout company.

Manage budget and time allocations for all work across a multitude of marketing disciplines, including social and mobile media, development of innovative sweepstakes and contests, and comprehensive digital media programs.

NACE (NATIONAL ASSOCIATION OF CORROSION ENGINEERS) Houston, Texas 8/2010 – 11/2012

Marketing Manager

Developed a full array of marketing initiatives including copy, collateral, promotions and plans for print and online campaigns (internal and external) covering 12 product areas, 20+ domestic and international conferences and tradeshows, five publications, marketed 50+ certification courses worldwide, member support for over 120 sections and website content including new website, course offerings and online bookstore. Microsoft Dynamics CRM integration with ExactTarget experience.

Directed the first ever integrated Media Planner for NACE publications, creating a unique offering of bundled product offerings and services resulting in an increase of 30% revenue the first year launched. http://www.youtube.com/watch?v=DvwmEZv_Fyg

Provided content strategy and development to over a dozen product line managers and supported revenue goals for respective product lines with an overall marketing budget of $1.9M. Led a five-member team implementing approximately 40 to 50 projects per quarter, while achieving division goals and exceeding revenue goals in over 95% of all initiatives.

Directed branding and execution of all aspects of marketing, including sponsorship development, fulfillment, signage, social media portals, websites and magazine publications for NACE’s Annual Conference 2010 and 2011, while exceeding revenue goals and selling out exhibit space both years; developed content and coordinated promotional video for the largest international corrosion conference.

SOURCE, INC. Dallas, Texas 3/2007 – 5/2009

Marketing Manager: 2/2008 – 5/2009

Marketing Communication Specialist: 3/2007 – 1/2008

Advanced PowerPoint, embedded video, audio and custom graphics for monthly all employee meeting.

Create internal/external company web pages including graphics, animation and functionality, content and infrastructure for product release or web-hosted product offerings; perform development and usability testing for web pages and applications.

Develop product promotions for channel partners, including creating co-branded marketing and sales programs for new products introduced by channel partners; channel partner events; planning and execution of fresh ideas for partner channels such as CISCO, Avaya, Aruba, Nortel, Extreme, Polycom, AVST and Plantronics;

Content writing, edit and authenticate technical and promotional materials, write press releases, white papers, speeches, RFP’s, and internal communications.

GREAT NORTH AMERICAN COMPANIES Dallas, Texas 1/2006 – 2/2007

Director of Marketing

Provided direction, planning and introduction of new products, updated pricing, vendor negotiations. Contest and tradeshow execution; Merchandising products targeting niche markets; All e-commerce initiatives including full implementation of multiple web stores.

Implemented a company-wide enterprise system and customized sales order entry program. Completed in nine months meeting strategic and budgetary goals; 40% annual savings company-wide.

PEACHES UNIFORMS Houston, Texas 1/2005 – 12/2005

Marketing Director

Served as an in-studio creative planner and director for extensive modeling projects and seasonal catalogs, logos, tagging, woven labels and increased visibility through retailer promotions. Designed and implemented production of sales materials, seasonal catalogs, retail promotions and corporate programs for over 2,000 retail locations nationwide.

Executed creative programs and presentations targeting vertical markets through forming partnerships with Fortune 500 companies (American Heart Association) and healthcare specific non-profit organizations.

Responsible for over $1.5 annual marketing budget, creating and maintaining vendor relationships with ad agencies, printers, ad specialty, photography studios and modeling agencies. Reduced outsourced printing project expenditures by 70% within first six months.

SPINNER PRINTING COMPANY Carrollton, Texas 10/1999 – 12/2004

Marketing Director: 7/2002 – 12/2004 / Sales & Marketing Director: 10/1999 – 6/2002

Developed training programs to facilitate cold-calling initiatives at Spinner Printing, resulting in sales increase of 30% over the following six months.

Coordinated profit and expense objectives, external marketing efforts, website, online ordering, internet technologies, hardware and software purchasing,

Created and implemented training programs, including cold-calling and relationship marketing.

Managed and trained sales personnel, created sales programs and incentives.

LANDSAFE TITLE (A DIVISION OF COUNTRYWIDE HOME LOANS) Dallas, Texas 6/1998 – 9/1999

Marketing Project Manager

Conducted an in-depth analysis and supervised the installation of Xerox pre-press production equipment that reduced out-sourced printing expenditures by $650,000/year.

Administered the production of the Title division’s first comprehensive operational overview and division’s annual presentation to the Countrywide Board of Directors.

STEMCO INC. Longview, Texas 7/1988 – 1/1996

Marketing Communications Coordinator: 9/1993 – 1/1996

VP Executive Assistant: 7/1988 – 8/1993

Responsible for $1.3 marketing budget including advertising, direct mail, distributor catalogs, lead management, sales flyers, brochures, bulletins, newsletters, press releases, media submissions for trade specific publications, and media buys for Fortune 500 company. Facilitated Sr. Management team’s strategic meetings.

Tradeshow strategy, training, ROI reporting, tabletop displays, coordinated meetings and travel.

Media planning, buying, placement, editorial, catalog, creation-to-print, focus group coordinator.

Total Quality Management, Train the Trainer, Sr. Management Facilitator, Change Management, SMIP, Adult Learning Theory, Cross-functional Teams.

AWARDS, ORGANIZATIONS AND SPECIAL ACHIEVEMENTS

Member of American Marketing Association /BMA/BPAA.

International Association of Exhibitions and Events (IAEE)

The Center for Association Leadership (ASAE)

HIPAA / HITECH & Texas HB300 Administrative, Privacy & Security Training

Land Safe Title. Received a division commendation for excellent performance after being in the position five months. Also received a corporate recognition award for outstanding performance and productivity.

Certifications in Kaizen TQM, SMIP, LETS, Adult Learning Theory, SPC, Facilitator/Train the Trainer Training, Strategic Management Team Facilitation, Communication Skills for Women, Time Management, Leadership Skills, Change Management, Facilitating Senior Management Teams, Marketing Boot Camp, Management Boot Camp.

INDUSTRIES:

Oil & Gas

Telecommunications

Healthcare

Real Estate

Transportation

Corrosion

Pipeline

Education

Financial

Printing

Death care

Retail

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