Product Marketing Manager
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Product Marketing Manager - Leafly. Seattle, Washington MAY 2018 - OCTOBER 2018 - Leafly Pickup.
- Key intermediary between ground operations/ go to market team and internal product and marketing teams for Pickup product.
- Coordinated product launch strategy, working to strategize market share establishment of Leafly's new product across AZ, WA, OR, MD, MA and sequential regions.
- Responsible for the team’s efficiency and deliverability on product roadmap and priorities across email, push notifications, and emerging messaging channels.
- Developed Pickup lifecycle marketing strategy, refining process based on pickup user survey metrics in addition to reengagement metrics.
- Developed in-app overlay and pop-up push sequencing and user journeys for iOS and Android, considering unique device advantages and limitations.
- Copywriting for Pickup - differentiating product tone from Leafly parent brand.
- Strategy and implementation of A/B testing of dynamic push notifications for Leafly app users based on in-app activity, user geo behavior, and web activity.
- Designing and coordinating elevated B2B dispensary partner experience with new store kits and gear.
- Owning Pickup brand marketing concepts for new product to be pushed to billboard, in-store print, web and social.
- Support Leafly sales channels; develop materials, internal tools and external collateral including user data for case studies. Product Marketing Manager - Favly App. Ojai, California OCTOBER 2017 - FEBRUARY 2018
- Developed brand identity, product positioning and social strategy for go to market phase of product launch.
- Optimized brand copy and implemented new guidelines for a targeted, team unifying product go to market strategy.
- Standardized positioning for product family, product initiatives, product stories, go-to-market strategy, and garnering consumer insights.
- Implemented behavioral marketing strategy built to optimize onboarding for touch less in-app monetization.
- Mapping customer journey, pivoting strategy as customer experience and behavior dictated need to do so.
- Designed re-engagement and retention A/B test drip campaigns for for B2B and B2C user personas.
- Introduced sales and project CRM systems implementing new sales and project efficiencies and support partners. Marketing Director - the NALA [SMB digital advertising and PR] and STARKART [SMB traditional advertising] Ventura, California JUNE 2015 - SEPTEMBER 2017 *Hired as Agency Operations Manager, promoted twice in first 6mos.
- Pioneered and directed new brand identities and restructure of services for the NALA and STARKART, including website rebuilds, copywriting for multiple products and sales and marketing materials, as well as overhaul of agency operations and team structures.
- Developed and launched three additional product offerings under digital agency, managing and maintaining multiple external white label partners and vendor projects.
- Managed operations for the NALA Client Management team, writing, press and web development teams. (aprox. 6 - 8 direct reports at any time)
- Featured in marketing book - "Recalculating, 97+ Experts on Driving Small Business Growth" (2016).
- Developed new sales collateral and scripting resulting in 60% reduction of pitch to close time. Ran training sessions with national sales teams.
- Key presenter for our bi-yearly national sales rallies.
- Implemented client retention and referral programs with implementation of reward program.
- Initiated integrated marketing efforts with paid, owned and earned media channels, including Google AdWords PPC and display, Facebook and Instagram display ads including carousel, gif and video.
- Third party SEO agency budget management and strategy.
- Increased SQL volume by 30% with targeted PPC campaigns and display advertising.
- Managed lead generation email sequencing and client retention, re engagement and loyalty email campaigns for 20,000+ email database. Retail Operations Manager - Sass&Bide. Melbourne, AUSTRALIA MARCH 2014 - JULY 2015
Marketing Manager - Steve Madden. Melbourne, AUSTRALIA MARCH 2013 – MARCH 2014
Marketing Manager - Collective Concepts. Shanghai, CHINA MARCH 2011 - JANUARY 2013
Stylist Sales Manager - Versace Australia. Melbourne, AUSTRALIA MARCH 2007 - MARCH 2011
Creative Services Director - OceanReachMedia.com Remote. FEBRUARY 2012 - NOVEMBER 2015
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