VP Marketing VP Multichannel Marketing
Resume:
Goal-driven, outcome-focused, and accomplished professional with over 19 years of experience in executive leadership, digital marketing, client relationship management, and website and content consultation. Well-versed in formulating and executing successful marketing campaign initiatives to increase potential leads, boost website traffic, and exceed revenue goals.
8 Areas of Expertise
Content Marketing
Project Management
CMS Migration and Implementation
Search Engine Optimization (SEO)
Customer and User Experience
Global Team Leadership and Management
Digital Advertising
Website Creation and Development
Marketing Automation and Analytics
Vendor Management
8 Professional Experience
Zur Consulting, LLC (dba BlackBird), Cleveland, OH
Principal Senior Director Web and Content Mar 2015–Present
Provide executive-level leadership to various marketing areas, including online marketing strategy, marketing automation, search engine optimization (SEO) strategy and implementation, integrated marketing campaigns, content strategy, vendor consultation, website management and oversight, and organizational communication strategy.
Project/Client Name: Tenet Healthcare -Marketo Bi-Monthly Newsletter Campaigns Jul 2017–Present
Lead all aspects of the development of bi-monthly ADA-compliant custom newsletter to 43 hospitals across the country using Marketo, with emphasis on driving conversions through on-site events, physician finder, and health risk assessments
Direct internal teams at Tenet, which include Content, Creative, and Hospital Marketing
Spearheaded implementation of improvements to landing pages, resulting in 20% increase in conversions
Utilized A/B testing on subject lines, dynamic content and calls to action, which improved engagement by over 30%
Project/Client Name: Pile Dynamics, Inc.- Website and SEO Management Nov 2016–Present
Exemplify talents in creating SEO elements for two new web web properties, as well as revising and modifying content
Manage all web initiatives of the company and implement an online library for calibration certificates
Overhauled the e-commerce offering of product catalog, resulting in an increase in sales by 15%
Project/Client Name: My V-Line Health- Contract Website and Marketing Director August 2017–Present
Oversee all marketing initiatives for a startup feminine care product, which entails leading all third-party vendor relations and an internal team of two public relations and design staff
Provide daily oversight of the e-commerce website
Project/Client Name: Tenet Health Systems- Web, Content and SEO Initiatives July 2015–December 2018
Supervised a team of 10 project directors in deploying a website with over 12,200 pages within four months
Rendered leadership to several teams, including a global team in completing several web projects, as well as the Content Optimization Project Team for 25 hospitals in two regions
Lead the deployment of an updated service line template to 50 hospitals, as well as a marketing automation project with 100 newsletters per month
Partnered with several teams and professionals, including hospital marketers, in optimizing priority service lines awareness; as well as with IT/NTT Data, Review Boards, Lead Generation, CRM, and Marketing Automation teams in facilitating platform integration into the latest content management system (CMS)
Directed the migration of 20 hospital websites to the SiteFinity platform
Functioned as the lead project director for overseeing seven global team members in managing profit and loss (P&L) for the transition of five hospitals into two system websites
Collaborated with the Marketo Team in seamlessly integrating a new contact form, which increased 60% of the potential leads
Steered SEO optimization initiatives of 59 hospital websites, securing 81% improvement in errors within a seven-month timeframe
Paragon Consulting, Inc., Cleveland/Akron, OH
Strategic Accounts Director Jul 2013–May 2015
Served as the first account director of the company in managing strategic accounts, driving growth, and providing hands-on guidance on client relations. Provided executive-level supervision to both internal and external team members. Played a key role in optimizing organic growth valued at $3M in strategic accounts.
Project/Client Name: Materion Corporation, Summa Health System, Bob Evans, Huntington National Bank, McDonald Hopkins Law Firm, Stanley Steemer, US Endoscopy, Dow Chemical, AHIMA, and Cleveland Clinic Jul 2013–May 2015
Provided strategic insights and supervision to the following key initiatives:
Migration of the Cleveland Clinic website to Sitecore;
Redesign of www.summahealth.org;
Responsive re-development of www.materion.com;
Execution of Sitecore DMS for all seven business units;
Re-creation and implementation of www.ahima.org Sitecore and AHIMA Body of Knowledge
Revamping of the McDonald Hopkins law firm's website and designing of blog through Sitecore; and
Rebuilding of Dow Chemical's building solution website
WhiteSpace Creative, Akron OH
Senior Account Supervisor, Online Marketing and Strategy Nov 2011–Jun 2013
Managed P&L, including gross margin for the company’s largest accounts. Led organic and inorganic growth with billings through client relationship building and business opportunities, which resulted in exceeding projected sales goas by 20%.
Project Names: Practice areas of the digital space: SEO, Content Strategy and Implementation, Web Design and Execution, CRM integration, CMS experience, Social Media and Email Nov 2011–Jun 2013
Client Names: Tremco Commercial Sealants, Kichler Lighting, and Girl Scouts of North East Ohio
Oversaw the biggest SEO initiative for a NE Ohio manufacturing company in April 2012
Led the redevelopment and deployment of CMS, including SEO, content, and database integration for Kichler's website; as well as CMS for Tremco Commercial Sealants & Waterproofing website
Directed a team in developing and implementing Girls Only, a secure password protected online social media platform for troop members within Girl Scouts of North East Ohio (GSNEO}, aiming to educate girls in communicating within an online social setting
Introduced the DreamJobs website, which improved online presence and branding of a startup recruitment company within three months
Played a lead role in improving monthly results, achieving 33.1% increase in overall traffic for November compared to 2011, and attaining additional 5% volume for non-branded search terms
Optiem, LLC. (Part of the Adcom Group of Companies), Cleveland, OH
Senior Solutions Manager, Online Business Development and Account Planning May 2011–Nov 2011
Managed all facets of business development and account planning for The Adcom Group of Companies. Received recruitment from WhiteSpace Creative for demonstrating outstanding performance in completing tasks.
Project/Client Name: Celanese, Key Bank, Cleveland Clinic May 2011–Nov 2011
Maintained partnerships and sustained inorganic growth with an expected conversation rate of 35% for 2011
Directed all internal marketing strategies and initiatives, while managing request for proposals (RFP) responses
Senior Account Executive, Integrated Marketing Apr 2010–May 2011
Determined and secured business and online marketing opportunities with billings ranging from $1M to $1.5M. Successfully exceeded sales goals for 2010, bringing substantial growth to the company.
Project/Client Name: Materion, Novar, Exact Target, and the Cleveland Foundation Apr 2010–May 2011
Spearheaded an online marketing campaign for an international athlete through social media and email (lebronjames.com), which entailed managing content creation and placement, increasing and attaining the largest one-day twitter-follower reaction in the history of the platform
Gained distinction for securing new business with Materion for website rebuild while supervising project startup to completion consisting of 2,000 pages of new content, branding strategies, and global taxonomy creation
Efficiently completed new business and strategy execution with Novar, a Honeywell company, to obtain online and offline branding and web support
Improved visual interpretation of data from search queries to the library by developing Kelvin Smith Libraries “Public Wow”
Introduced a flash-based tool for a national email service provider client, Exact Target, and for a thought leader regarding email and social media
DigiKnow, Inc. Cleveland, OH
Interactive Senior Account Manager Apr 2008–Apr 2010
Oversaw several account initiatives, successfully meeting targeted growth and operating targets. Streamlined primary steward of accounts which surpassed billings of over $1M annually.
Project/Client Name: Cleveland Browns, Ohio Tourism Division, Henkel Consumer, World Equestrian Games, Prison Fellowship Ministries (Non-profit), and Gold’s Gym Apr 2008–Apr 2010
Made significant contributions in boosting overall client revenue by 20% from 2007 to 2009
Supervised a digital team to support the first-ever world games held in the United States through the re-designing of website for a global equestrian organization encompassing branding/look and feel and global database reconstruction for enterprise CMS solution and e-commerce functionality
Optimized online community for NFL client including Kids Club which involved initial membership of 5,000 members within five months
8 Earlier Career
ProEd Communications, Inc., (An Omnicom Company) Cleveland, OH
Account Manager, Account Services, Publications Nov 2006–Apr 2008
ST&P Marketing Communications, Inc., Fairlawn, OH
Senior Program Manager Account Executive May 2004–Nov 2006
Visions Design Studio, Inc., St. Paul, MN
Business Development Account Executive, Digital Marketing Initiatives Mar 2000–Aug 2003
8 Education and Credentials
Master of Arts in Communication with a Digital Concentration, December 2014 [GPA: 3.74]
Johns Hopkins University, Baltimore, MD
Bachelor of Arts in Community Studies, December 2010 [Graduated cum laude]
University of Massachusetts, Boston, MA
Associate of Applied Science in Multimedia and Computer Graphics, June 2001
Minnesota School of Business, Woodbury, Minnesota
IT Infrastructure Library (ITIL) Foundations
Women's Business Enterprise National Council (WBENC) Certification
Marekto Certified Associate, In Progress
AdWords Certification, In Progress
SiteImprove ADA Certification, In Progress
8 Professional Affiliations
Business Marketing Association (NEO Chapter)
WBENC & WOSB Certified Woman Owned Business
8 Activities
Wish Granter, Make a Wish
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