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Vice President of Marketing

Lower Gwynedd Township, Pennsylvania, United States
August 19, 2018

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Elizabeth Weir

Lower Gwynedd, PA 610-***-****

Director of Marketing

Specialized in: Marketing & Creative Communications Strategy, Content Marketing, and Brand Storytelling

15+ years of experience in the educational technology marketing world as a visionary, results-driven Senior Marketing Strategy Executive. A proven record of developing marketing strategy and vision, guiding tactical engagement in educational technology, and achieving strategic brand and business objectives through creativity and emotional intelligence. A skilled, influential communicator with expertise in leading highly skilled teams, facilitating collaborative partnerships, and driving campaigns, funnels, social and content strategies, and organizational structure development.

Strategy & Organizational Structure Development Positioning, Branding, & Online Presence Content and Social Media Marketing Consumer Acquisition & Retention Project Management E-Commerce/Digital Marketing Analytics and Reporting Customer Journey Brand Storytelling Persona Development Funnel Development Email Marketing SEO/SEM/PPC Inbound Marketing

Professional Experience

Principal Lightbox Labs Lower Gwynedd, PA May 2016 - Present

Developed strategic plans and provided marketing expertise supporting marketing, communications, and business development strategies for client organizations.

Guided and provided tactical direction for digital marketing, brand story development, SEO, and marketing strategies, including communications, content, social, and channel.

Built client relationships and drove project engagements generating repeat business through research and strategy projects.

Managed firm operations and company financials, including P&Ls.

Project: Rebranding and Launch, Client: Connect4Education, Acting as: Vice President, Marketing Strategy and Business Development

Developed and executed the roadmap for marketing, institutional sales, business development, and partnership strategies.

Drove the redesign and launch of the company website, including complex e-commerce platform, and managed SEO strategy.

Led market research to inform rebranding decisions, collaborated with a design team to develop logo redesign ideas, led all creative for brand presence on and offline, and developed the marketing strategy behind the launch.

Led online merchandising strategies and e-commerce store redesign and development.

Pioneered and managed new B2B strategy that led to ~$1M in new channel revenue within the first year.

Project: Competitive Research, Client: Royall & Company, Education Advisory Board, Acting As: Strategic Marketing Consultant

Managed four multi-phase competitive research projects to collect and analyze competitive information and developed a strategic and tactical plan for use by Royall’s sales and marketing teams.

Conducted deep customer research to gain insights into customer behavior and current strategy effectiveness and provided recommendations based on research.

Prepared and presented project status reports to sales team and executive leadership.

Project: International Social Marketing Campaigns, Client: The American Campus, Acting As: Acting Chief Marketing Officer

Developed and executed targeted international social marketing campaigns to launch a new overseas university.

Implemented digital marketing strategies leading to a 200% increase in top of funnel leads and ~50 new university enrollments.

Project: B2B Lead Generation, Client: InSourceServices Group

Generated 20 top-level B2B leads for B2B technical support organization resulting in the successful close of two large client partnerships.

Other projects include: Marketing, Product, and Overall Business Strategy Development, Go-to-Market Product Plan Development, and New Market Expansion, E-commerce and Multi-channel Strategies

Senior Director, Sales & Marketing Junction Education Short Hills, NJ January 2015 – April 2016

Led national marketing strategy, digital marketing, CRM management, brand development, presence, and multi-channel marketing and communications for the education-based tech startup offering custom online courses.

Oversaw the integration of marketing, online, sales, industry, and event advertising and Search Engine Marketing (SEM, SEO, PPC) to direct and qualify traffic and routed to the proper landing pages.

Managed 3rd-party vendor relationships to evaluate, identify, and implement solutions for customer acquisition, conversion, and website optimization.

Senior Director, Sales & Marketing (Cont.)

Drove day-to-day sales and marketing efforts, including marketing development and research, and tracked efforts to determine effectiveness and ROI.

Designed and launched marketing strategies increasing web exposure and attracting ~20K unique active daily users.

Leveraged expertise in consumer behavior to design and launch the Affordable Learning Grant program increasing site traffic by 75% and delivering new YoY potentials by 500%+.

Created and implemented sales and marketing campaigns increasing revenue by 36X in less than one year and met all lead generation goals.

Planned, wrote, and implemented multi-channel marketing campaigns, including drip campaigns leveraging various marketing automation systems resulting in a 200%+ increase in customer interaction and lead generation.

Managed all social media marketing, including Google Analytics, Facebook, and LinkedIn advertising, increasing social media followers by 50% in less than 6 months.

Designed mock-ups of new product features, wrote use cases, and developed personas to better target consumer markets.

Executed targeted email campaigns to significantly increase brand recognition, leads, revenue growth, and lifetime value.

Led the creative and print design processes for all marketing and events.

Coordinated and led recruitment of focus groups and pilot participants.

Independent Marketing Consultant Freelance Blue Bell, PA 2014 - 2015

Project: Positioning & Branding, Client: Soomo Learning, Acting As: Strategic Marketing, Branding, & Business Development Advisor

Conducted marketing research and developed content marketing plan to inform market positioning and branding.

Developed site and marketing material messaging to establish brand and clarify market position.

Project: Start-up Positioning & Branding, Client: Junction Education, Acting As: Strategic Marketing Advisor

Provided marketing expertise and strategic marketing research to inform market positioning and branding.

Developed content marketing plan and branding strategy to launch the firm’s products in the EdTech market.

Redesigned the company’s website to simplify user flow and make the site a selling tool.

Realigned the outbound and inbound marketing strategy, established a marketing calendar, and developed all marketing copy.

Consulted on proprietary course authoring platform and conducted product management activities.

Senior Director Marketing and Sales Learning Content Division Flat World Education Washington, D.C. 2009 - 2014

Director of Account Management

Sales and Marketing Manager

Developed strategy and structure, assembled global marketing, sales, and product teams, and provided data-driven strategic executive leadership and marketing expertise for the publisher of college-level textbooks and educational supplements.

Drove email, social, content, and event marketing efforts increasing customer acquisition and retention, traffic, leads generation, and web exposure.

Leveraged marketing analytics and reports to define metrics and determine marketing activities effectiveness, provide insightful analysis, and inform need of strategy and tactic adjustments.

Directed Learning Content Division activities, including sales and marketing, content development (OER and Original), support, and product management, and led product development using marketing reports to inform new product recommendations.

Managed a 12-person team of directs and 30+ indirects, trained a culturally and geographically-diverse, off-site team exceeding customer support goals with ratings of 97%+, and developed and deployed sales best practices for sales team consistency.

Championed product strategy and development for all divisions, including market research, forecasting, road mapping, and product planning, development, and launch.

Developed and managed omnichannel strategies to fulfill e-commerce strategies resulting in a $7M increase over four years.

Increased adoption base by more than 150% in 3 years culminating in 2K+ adoptions representing 170K+ enrollments.

Developed content prioritization matrix to schedule and select content development projects based on key criteria resulting in 20%+ increase in ROI.

Developed marketing strategy for business unit sales to drive $6M+ in sales for FY2014 and $8M+ for FY2015.

Recruited to manage and redesign flagship editor product, readied soft-launch in < 6 weeks, and product is now used as a sales closing tool with 50% conversion rate.

Developed exhaustive release plan for next-generation editor product in collaboration with test groups and created a project management plan focused on aligning multiple internal teams.

Designed and deployed the company renewal campaign in both fall and spring with renewal rates of 75%+.

Drove and owned for all business results, profit & loss (P&L), and execution of key corporate initiatives.

Publisher’s Representative Pearson Education Upper Saddle River, NJ 2004 - 2008

Provided sales and marketing expertise to drive corporate goals and surpass profit expectations and built and maintained strong client relationships for the education publishing and assessment services company.

Grew sales territory 28% within 3 years with revenue growth of 78%+ to $2.4M+ and exceeded 2008 goal in reorganized territory by 22% culminating in a territory total of $2.1M.

Experienced consistent growth exceeding goals 3 out of 4 years.

Invited to be part of Career Development Program, an exclusive program for top-performers.

Wrote in-depth business plans to chart course of action for each selling season.


B.A., Communications, Journalism – Campbell University Buies Creek, NC

Honors: Magna Cum Laude (GPA 3.8), Presidential Scholar, Member Phi Kappa Phi National Honor Society

Professional Development & Affiliations

Hubspot Inbound Marketing Certification Hubspot Content Marketing Certification Hubspot SEO Training, Building Sustainable Traffic

Organizer – EdTech Women, Philadelphia Chapter Board Member - Foundation for American Education Overseas Member – American Marketers Association (AMA), National, Philadelphia, and New York chapters

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