Manager Marketing

A llison Ackerman

*******.*.********@*****.*** • M : 732-***-**** • 296 Larson Road, North Brunswick,

N J 08902

www.linkedin.com/in/allisonjackerman

EXECU T I V E SU M MARY

Dynamic leader with over 15 years’ experience in marketing leadership. Proven track record in

l aunching marketing programs that exceed sales and revenue goals. Deep expertise in digital

marketing channels including customer acquisition, engagement driving and conversion optimization.

Strategic thinker with a passion for fostering a culture of innovation and a desire to brainstorm

solutions. Core Competencies include:

E-commerce • Customer Acquisition & Retention • Social & Digital Media • Sales & Marketing

Leadership • Digital Engagement • Strategic Planning • P&L Management • Business

T ransformation • Team Leadership

PROFESSIONAL EXPER I E NCE

DOW JONES & CO MPANY • 2000 –

P rinceton, NJ

P resent

Provides news and business information to consumers and organizations around the world.

P ublications and products include: T he Wall Street Journal - A merica’s largest newspaper by paid

c irculation, F activa, Barron’s, Marketwatch, Financial News, a nd Dow Jones Newswires.

Executive Di rector, D igital Ma rketing (2014 – Present)

D i rector, D igital Ma rketing (2010 - 2014)

Pioneer innovative marketing initiatives to acquire and retain customers while exceeding revenue

goals. Direct all order funnel design and optimization efforts across desktop and mobile web.

• Grew onsite order volume 80% by implementing targeted marketing promotions, developing

new real estate and optimizing the paywall

• Increased revenue 39% by implementing and optimizing a new product matrix, pricing

expression and price increases

• Implemented a multi-variate testing solution resulting in a 7% increase in order funnel

conversion within two rounds of testing; on target to increase conversion 15% annually

• Launched targeted content recommendations resulting in a 5x increase in order volume

• Maximized customer engagement through onboarding communications, retargeting in external

media, and segmented messaging onsite

• Defined KPIs for engagement initiatives

• Defined business requirements and participated in vendor review for e-commerce redesign

Associate Di rector, Online Acquisition (2008 - 2010)

Senior Manager, I n te rnet Ma rketing (2006-2008)

Managed Wall Street Journal and Barron’s subscriber acquisition campaigns via onsite, search engine

marketing, affiliate, media, email, and corporate intranet channels.

• Increased newspaper subscriptions generated through digital channels by 52% through

channel expansion and optimization

• Replaced 5-step order funnel with a single page process generating a 20% increase in

conversion.

• Integrated print and digital consumer marketing teams

• Orchestrated successful roll out of automatic renewal on all subscriptions generated via digital

channels with no impact to order volume

• Expanded digital channels by launching corporate intranet and CPA marketing

Manager, I n te rnet Ma rketing (2000 - 2006)

Established the internet as a channel for subscriber acquisition for both digital and print products.

M anaged subscriber self-service portal.

• Increased internet-generated order volume 120% by int roducing new channels and developing

new marketing placements

• Expanded internet marketing channels to include search engine and affiliate marketing

• Spearheaded redesign of self-service website

• Launched marketing initiatives to drive adoption of self-service website

• Developed micro-site for product expansions including the launch of the Personal Journal

section and expansion to Saturday delivery

G runer + Jahr USA Publishing 1994 -

• New York, NY

2000

Publisher of women’s interest magazines including F amily Circle, McCall’s, American HomeStyle &

G ardening, Fitness, Parents, Child a nd Y M.

Consumer M a rketing D i rector (1998 – 2000)

Acquisition Manager (1996 – 1998)

R etention Manager (1994 – 1996)

Directed all subscription acquisition and retention activities across three ti tles, A merican HomeStyle

& Gardening, Fitness, and Y M, w ith a total circulation rate base exceeding 4 million. Managed rate

base, agency relationships, and strategized with the senior leadership team across all business

f unctions.

M e redith Corporation 1991 – 1994

• New York, NY

Media and marketing company, involved in magazine and book p ublishing, television broadcasting

a nd brand licensing.

Retention Manager (1991 - 1994)

Managed all retention activity for L adies Home Journal and Metropolitan Home.

Ziff Davis Publishing • 1989 - 1991

New York, NY

Publisher of computer magazines including P C Magazine, PC Week, Mac Week, a nd Computer Shopper .

Senior Ci rculation Coordinator (1990- 1991)

Circulation Coordinator (1989- 1990)

Managed circulation activity for the world’s largest controlled circulation magazine, PC Week, and

M acWeek.

.

ED UCAT IO N

Bachelor of Arts in Communications (cum laude)

Hunter College/City University of NY • N Y, NY • 1987

AWARDS

Ci rculation Excellence Awards 2007 – Best Use of the Web in Subscription Development – T he

Wall Street Journal

Ci rculation Excellence Awards 1998 – Circulation Size: 400,000 to 999,999 – F itness Magazine

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