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Social Media Marketing

Lakeville, MN
October 20, 2018

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Kelly A. Knipp


Professional Experience:

Ecolab, St. Paul, MN

Marketing Communications Specialist-Contractor July 2018 - Present

Product Manage Global Supply Chain products and programs, including all digital marketing such as, segmented email campaigns, E-newsletters, web sites, online ads, and social media

Develop a strategic Product Launch Plan for global supply chain products and certification program, collaborating with engineering leadership team to deploy and measure success.

Present recommendations for ongoing product and program management to facilitate ongoing/further engagement and adoption.

Build partnership with supply chain engineering leadership team to effectively merchandise the CPM products and programs as a comprehensive package of certification, training and development materials.

Collaborate with key stakeholders and internal partners, including supply chain engineering leadership teams, content owners, product developers, training facilitators to establish an overall governance for the Capital Project Management Program including certification criteria and milestones.

Provide design, layout and production direction for marketing communications pieces including promotional materials, email content and automation, and program dashboard.

Create a recognition, program package to incent participation and grow engagement upon key milestone achievements.

The American Academy of Neurology November 2017 – April 2018

Marketing Communications-Contractor

Digital Product Management including development of marketing requirements documents and project plans for segmented email campaigns, online ads, and social media

Development of digital marketing and project plans to ensure they are executed with key messages, deliverables, and within budget

Plan, coordinate and execute tradeshows and events, including all digital promotion, pre and post show marketing and analysis.

Provided design, layout and production direction on several marketing communications pieces related to tradeshows and events.

Product Management for Annual Meeting, catalog promotion, brand pieces, ad copy, promotional landing pages, website content, direct mail and signage coordination

Develop partnerships with donors and potential donors as well as, partnerships with Product Marketing Management for membership acquisition and retention

Partner with SMEs, marketing, product and assigned stakeholders

Thomson Reuters, Eagan, MN Mar 2012 – January 2017

Product Marketing Manager

Provided end-to-end Digital Product Management and delivered projects on time

Responsible for Digital Product Management to lead all Ecommerce projects from inception and product presentation phases, to case studies, development and testing phases, and the final product release

Developed partnership with key stakeholders and internal teams to plan the launch and implementation of new digital product releases, large tradeshows, and events

Support and manage all deliverables required for the Annual National Sales Conference

Executed Ecommerce marketing automation of Eloqua platform to drive sales

Responsible for making data-driven product decisions; with understanding of how to collect, interpret and apply relevant data to boost traffic and revenue

Established value propositions and developed product positioning and key messaging that differentiates the products and services from others in the market

Partnered closely with the executives, product management, and the legal sales channels to create targeted positioning, messaging and programs to drive new customer acquisition, customer loyalty and retention

Product Marketer June 2009 – March 2012

Partnered with new product development, segments, and sales channel to develop use case, value proposition, customer launch strategy and tactical marketing plan for Westlaw Court Wire and Westlaw News & Insight product launches

Project managed, researched competition, wrote copy and designed content while working with creative and designers to develop flash demos, landing pages and dynamic media banners to drive awareness and maximize profitable growth

Developed and continued maintenance of the WestlawNext Post Sale Adoption wiki site

Partnered with creative team including, writer, designer, editor and developer that developed emails, social media and web marketing to support product launches

Responsible for the strategy and execution of numerous digital marketing tactics including innovative media planning, online media placement, e-mail marketing, social media, flash demos, web pages, web banners, sales support materials, incentives and tradeshows

Responsible for the development and maintenance of competitive information as it relates media placement, e-mail marketing, social media and banner ads

Analyzed data to identify revenue opportunities and made recommendations

Evaluated marketing potential of products and services, features pricing and offers

Initiated pricing evaluations to ensure products are being sold maintain the highest value and do not erode price value relationship

Best Buy, Richfield, MN September 2008 – January 2009

Product Web Promotions Manager – DOTCOM Platform

Collaborated with marketing, media, channel and promotional planning teams to execute an integrated, multi-channel category strategy

Executed competitive research, wrote copy and maintained content management system and worked with a designer to build out .com promotional site

Collaborated with the creative team that developed emails to support

Worked with affiliates team, copywriters and designers and managed updating keywords for hundreds of search terms and creative for dozens of banners each week

Analyzed campaigns for impact on awareness, new sales, revenue and retention, and make recommendations to improve performance

Provided weekly updates to the team on the status of the plan at the domain P&L level

Collaborated with team on online promotional strategy of key supplier brands

Worked closely with various cross-functional teams to assure timely and accurate releases to support multi-channel strategies

Cox Communications, Phoenix, AZ June 2007 – August 2008

Product Manager

Oversaw the development and implementation of Cox residential and commercial video products to support user and corporate revenue goals

Managed the local channel line-up decisions and relationships with network programmers

Responsible for product pricing, including development and implementation of pricing strategies, packaging, bundling and campaign discount coordination

Coordinated new product launches, feature enhancements, operational integration of product offerings and product migration strategies

Key role in the development and deployment of new products and enhancements, and operational deployment of any necessary legal/regulatory policies

Coordinated internal and external communication notifications for product changes

Prepared market assessment and competitive analysis of potential product offerings

Thomson NETg, Scottsdale, AZ April 2006 – May 2007

Product Manager

Managed the conception and creation of learning solutions aimed at enterprise market

Responsible for product life-cycle management for desktop learning content delivered in multiple modalities and localized; define (PRD/MRD), go-to-market plans through maintenance and retirement

Developed ongoing roadmap and marketing communications surrounding desktop content

Researched and monitored key consumer/technology segment market drivers

Developed and managed vendor relationships and manage 3rd party content partnerships

Ensured product met customer experience requirements and positive user experience

Conducted customer market research, and maintained key relationships with partners

Managed business partners with go-to-market strategy and execution

Thomson West, Eagan, MN May 2005 – April 2006

Channel Marketer / Marketing Communications

Responsible for the implementation, execution and measurement of marketing strategies to drive revenue growth and customer retention

Assisted in the developing and implementation of media placement, campaigns, promotions, incentives, and communications designed to achieve short and long-term growth targets

Measured and analyzed campaigns, segment growth trends, profitability of customers and initiatives; assisted in identifying key growth opportunities based on analysis

Analyzed data to identify revenue opportunities and make recommendations

Trained internal teams, sales reps, and customer-facing staff on marketing programs

Responsible for managing costs and deliverables to project plans and budget guidelines

Drove results in a team environment, leveraging effective partnerships with finance, other strategic marketing groups, sales channels, marketing services, and business systems groups

Developed and ensured consistency of the customer value proposition for segments and sub-segments in the marketing communications strategy and plan

Owned all components of the marketing communications process from job initiation through sign-off

Managed the annual marketing communications budget and managed a marketing expense budget of up to $1 million to achieve planned revenue

Led the content development process with internal and external vendors.

Oversaw the creative production calendar; initiated jobs using a web-based creative planning system and monitor job progress to ensure deadlines are met

Consistently exceeded a rapidly growing new revenue target in the $5-10 million range


Bachelor of Arts Degree in Marketing and Communication, University of Cincinnati, Cincinnati, Ohio

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