Mary Campbell

502-***-**** ad30oz@r.postjobfree.com

DIGITAL MARKETING MANAGER

Marketing Strategy Business Analytics UX Optimization

• Certifications: Google Analytics, GA4, Google AdWords, Optimizely, SAS

• Microsoft Office: Including PowerPoint, Access, and advanced skills in Excel

• Visualization: Power BI, Looker Studio, and Tableau

• Coding: MYSQL, R, and Python

• Project Management: Monday.com, FreshService, WorkFront Professional Experience

Avante Health Solutions, Louisville, KY Oct. 2021–Present Digital Marketing Manager (Sept. 2022-Present)

• Working with the VP of Marketing to develop marketing strategies, implement new ideas, and prepare marketing reports for the CEO.

• SEO management – improving website ranking and traffic, aligning the brand to the latest Google Algorithm.

• Optimizing site experience to increase lead volume.

• Using GA4 to analyze user behavior to assist in website optimization and marketing efforts.

• Supervising the AdWords specialist and strategizing to optimize campaigns to improve KPIs.

• Supervising our marketing web-developer in fulfilling marketing requests and managing FreshService tickets.

• Building dashboards and reports in Google Looker Studio.

• Building custom KPI reports with PowerBI using our CRM, Acumatica, data to show sales performance.

• Working cross-functionally with sales leaders to collaborate on marketing strategies to improve sales.

• Working cross-functionally with the web-development team to fulfill marketing requests.

• Using MouseFlow heat mapping software to analyze user behavior to improve the user experience (UX).

• UX optimization by making incremental changes to the website.

• Building AB tests in VWO to mitigate risk when making changes to the website.

• Managing the digital marketing budget (GoogleAds, UX software, technology licenses).

• Created a plan and ROI for e-commerce strategy for the enterprise.

• Assisting in the management of the e-commerce site creation. Digital Marketing Analyst (Oct. 2021–Sept. 2022)

• SEO performance analysis and website ranking improvement.

• Website performance monitoring using Screaming Frog.

• Keyword research using Moz (internal and competitive).

• Creating a plan to consolidate and retire legacy company websites.

• Building Google Analytics Looker Studio reports.

• UX optimization with AB experimentation (VWO).

• Working with web developers to improve the website, fix issues, and fulfill marketing requests.

• Collaborating with the marketing team and providing objective data to aid in developing marketing strategies.

• Providing stakeholders accurate and current analytics reports on a quarterly basis. Wiley Education Services, Louisville, KY March 2018–Oct. 2021 Wiley acquired Learning House in Nov. 2018

Digital Optimization Specialist (July 2019–Oct. 2021) Create and run A/B experiments on university partners’ landing pages and microsites using Optimizely, and use Google Analytics to gauge page performance. Manage expectations of brand managers, designing usable, effective tests. Run reports, analyze results, and present insights to stakeholders and senior management.

● Contribute to revenue growth by improving page performance and increasing inquiries.

● Consult with brand-management team to devise innovative experiment ideas, such as moving RFI to above the fold on multiple devices, changing hero images, modifying page copy and layouts, and adding geo-targeted messaging.

● Analyze user behavior through SessionCam with heatmaps, scroll maps, and page recordings.

● Collaborate with other teams and third-party developers to implement A/B tests and other experiments.

● Provide weekly updated experimentation report to all stakeholders and senior management; clean data from Optimizely and create reports in Excel.

● Create in-depth analysis and visualization in monthly reviews of experiment performance, including month-over- month analysis, for stakeholders and senior management.

● Present insights on challenging testing experiments and results at quarterly all-marketing meetings. Landing Page Optimization Specialist / Auditor (June 2018–July 2019) Audited webpages for errors to maintain branding and professional standards of clients. Used Google Analytics to identify users and demographics to ensure main webpage “hero image” accurately reflected users.

● Selected for this new corporate role as result of reputation for superb attention to detail.

● Introduced A/B testing to this role. Conducted many hero-image tests that uncovered regional differences in landing-page image preferences.

● Took initiative to reduce friction among teams by working across functions to build trust and improve internal communication.

Marketing Intern, Learning House (March 2018–May 2018) Assisted marketing associate with events planning and logistics, public relations, and marketing research.

● Found speakers for annual conference, and helped to develop conference theme and plan logistics.

● Researched podcast stations and events as speaking opportunities for CEO.

● Collaborated with team to research and curate information that assisted international students with all aspects of relocating to and studying in the United States.

● Chosen by CEO to design a fresher look for company’s main office for visitors despite no prior experience in design. Researched options and presented 3 mood boards to CEO, who adopted elements from all 3. Continued to consult on project after taking on new role.

EDUCATION

University of Louisville College of Business

Master of Business Administration (expected August 2024)

● Cumulative GPA: 3.98

● College of Business Honors Scholarship

Master of Science in Business Analytics (2021)

● Graduated with Distinction - Cumulative GPA: 3.88

● College of Business Honors Scholarship

B.S.B.A. – Marketing (2018)

AWARDS

● Marketing Communication Award (2019)

For improving the way information was shared across teams.

● Marketing Go Beyond Award (2019)

For quickly adjusting to new team and responsibilities while contributing to planning company events with Wiley Social Committee.

● Marketing Growth Award (2018)

For taking on extra responsibilities and taking initiative to self-train on new tools.

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