Business Intelligence Customer Experience
Resume:
Elizabeth Hardwick
Lexington, KY *****
*********@*****.***
10+ years corporate marketing with experience in Fortune 500 as well as in startup environments. Possesses adaptability to manage different volumes of resources and budgets and collaborate on cross-functional teams. Efficient Project management, strong communication skills, as well as strategic and process-orientated mindset stand behind all accomplishments. Authorized to work in the US for any employer
Work Experience
Market Segment Manager
MetroNet Inc - Lexington, KY
February 2020 to December 2020
Lexington, Kentucky February, 2020 - December, 2020
• Collaborated with VP of Product Management to define and manage annual $650k Marketing ad budget, as well as oversaw meeting Financial success criteria including Contribution Margin, Gross Margin, ARPU and cost per acquisition.
• Researched online behavior patterns to uncover high traffic on customer support through mobile tablets and collaborated with Marketing to offer direct access to customer support through click-to-call delivering an immediate ROI with decreased churn in 3-months.
• Evaluated time-to-purchase and average pages visited data, then recommended an online chat support which drove increased average transaction through cross-sell tactics and conversion rate while decreasing lost transactions.
• Collaborated with Product Managers to compile comprehensive training materials for customer support representatives accessible through chat and click-to-call, as well as in-store associates due to heavy store traffic during live digital campaigns.
• Defined tailored pricing promotions and targeted ad tactics - email blasts, digital banners, search optimization, social boosts - and oversaw local market eCommerce platforms were in alliance with branded campaigns live across other serviceable markets.
• Analyzed bi-weekly traffic pattern reports provided by Marketing with data on Repeat Traffic and Checkout Abandonment, then tailored store associate training with verbiage when talking to customers with unanswered FAQs after online shopping.
• Analyzed campaign performance by evaluating Financial reports with customer acquisition, churn and change in service subscriptions on a month-to-month, as well as year-over-year basis.
• Aligned local marketing targeted strategies with a deep knowledge of the market competition and population demographics.
• Made top level presentations to CEO with data to support marketing decisions and explained, with sound reason, market performance and budget allocations. Product Marketing Manager
Consolo Services - Lexington, KY
February 2018 to August 2019
• Drove internal buy-in to invest in HIPAA Compliant text messaging and managed product from concept to launch, as well as post launch sell-through and feature upgrades on the product roadmap.
• Defined target audience personas through focus groups and current customer interviews utilized for go-to-market strategy with messaging in direct alliance with buyer verbiage to optimize product landing page and drive high click-thru on launch email blast.
• Nurtured leads generated through webinars via direct email campaign with a customized path to purchase based on recipient's position in the buyer's journey by utilizing custom variations of email outreach and landing page messaging.
• Tracked product success in Salesforce as customers progressed through the sales cycle and provided monthly revenue earnings report to executives.
Marketing Director
Baqua - Lexington, KY
April 2017 to December 2017
• Utilized messaging, imagery, scheduled blogs, among other tactics to optimize digital campaign reach with branded, yet tailored, landing pages based on the source of campaign engagement.
• Managed effectiveness of email marketing strategies by automating a sequence of CRM emails dependent on recipient responsiveness and the buyer's stage to ensure appropriate messaging and creative assets, as well as ultimately driving product purchase.
• Collected consumer emails for campaigns through direct engagement during sample events, as well as online popup box with product promo offer for email address.
• Owned the relationship with branding vendor responsible for perfecting and bringing to life a pristine and polished yet competitive and final brand presence then managed the relaunch of www.baqua.com with internal Marketing team members.
• Completed the creative brief for branding vendor to understand Baqua's differentiation, history and heritage, target audience, key selling points, as well as current marketing budget as a startup.
• Managed Baqua's editorial calendar utilized for blogs, PR, social media and all other branded, customer- facing content.
• Strategically defined the go-to-market strategy for new product development, backed by focus group and industry research, by assigning cross-functional team members with specific responsibilities and due dates.
• Managed the workload and performance of marketing department which comprises of social media, marketing specialist, graphic design, and various contractors. Marketing Professor
University of Kentucky - Lexington, KY
August 2016 to December 2016
• Undergraduate marketing instructor covering two evening business marketing classes, Corporate Marketing and Consumer Behavior.
• Presented real-world strategic marketing topics pertaining to the textbook readings.
• Promoted an interactive learning experience by encouraging an open and conversational class experience based on topics from my real-life marketing career, a network of intellectual colleagues for guest presenters and supplemental learning assets such as TED Talks videos.
• Scheduled the semester with a collection of tests, quizzes and assignments to ensure a valuable and informative experience for students.
• Counseled students daily through an interactive online learning platform, in-person office hours and via email.
Marketing Communications Manager, North America
Lexmark International
June 2013 to June 2016
• Managed partnership relationship with The PGA of America which included a discount offer for members through a member-only Lexmark eCommerce site and oversaw execution of the shopping site with only applicable Lexmark products, accurate and attractive images, PGA-member specific messaging, and other elements.
• Drove traffic to Lexmark.com by publishing an ever-lasting landing page to capture the value and capability of Lexmark products. Lexmark and The PGA of America is still live today with minor edits since launch.
• Published social media activity sharing real-time coverage of Lexmark's customer event during The PGA Championship, as well as blog articles to showcase multiple customer testimonials collected through conversations during the event.
• Strategic director to collaborate with creative vendors and define event design theme used as guidelines for consistency in the look and feelof Lexmark's top-tiered customer-facing business conferences and trade shows. This included registration site and email reminders.
• Managed the department's marketing budget to oversee appropriate allocation across annual projects that included a combination of high priority customer events and smaller scale trade shows.
• Oversaw Lexmark's published advertisements for The PGA of America convinced business users the value Lexmark products bring forth with attention-grabbing design and taglines.
• Leading Brand Ambassador selected by WW Branding to oversee Lexmark's recent brand transformation was executed across all customer-facing assets in the North America geography. Lexmark International - Lexington, KY
June 2008 to June 2016
Brand Manager, Worldwide
Lexmark International
January 2011 to May 2013
• Worked with Product Managers to define campaign landing page usability test cases and success criteria confirming brand interface was device agnostic.
• Collaborated with eCommerce team to review the performance of different campaign landing pages and managed a work-in-progress list of best practices.
• Utilized social media outlets such as LinkedIn and Twitter to share information about the company's strategy, industry recognition, new product launches and scheduled webinars.
• Produced in-tact creative briefs for internal copywriters to message follow-up email copy distributed to webinar participants and users who shared information to download online brochures.
• Conducted focus group research and oversaw decision-driving data was collected to execute successful and strategic brand outreach campaigns with impactful messaging to influence brand awareness and competitive positioning.
• Participated in brand strategy discussions with senior executives and participated in project managing the execution of company priorities by engaging with appropriate internal stakeholders. Product Marketing Manager, Worldwide
Lexmark International
June 2008 to December 2010
• Ensured product web page was designed based on known keyword search patterns of targeted buyers as well as launch campaign landing page with simple checkout user experience top-of-mind.
• Analyzed online shopping patterns to identify targeted buyer personas utilized for messaging on complimentary selling deliverables including blogs, downloadable brochures and success stories.
• Directly influenced execution of corporate strategic objectives by working cross-functionally with development, finance, executives, supply chain and other departments to oversee alliance between the product roadmap and Lexmark positioning.
• Directly involved with focus group research by writing questions and observing sessions to ensure the intended data was captured, often advising focus group moderator to redirect conversation.
• Contributed to preparation of new product's business case by forecasting sell-through based on previous product performance while considering new product upgrades as well as conditions in the market.
• Analyzed consumer activities in the market to help drive a new product development strategy for the future, including when to enter, exit or roll-out feature upgrades.
• Led the step story for a family of products and collaborated with cross-functional team to validate the price increase for each product upgrade.
• Published an internal training presentation and traveled internationally to train account managers on hosting customer meetings that educate customers and prospects on the platform to position new products with the appropriate hierarchy or messaging. MBA Consultant: Brown-Forman, Louisville, Kentucky
• Project lead on a team to design a successful product launch strategy.
• Authored focus group questions designed to deliver insights that back critical information pertaining to target audience market behavior and to identify new market opportunities as well as competitive differentiation.
• Conducted statistical analysis on factors impacting the erroneous production of whisky barrels causing defects that interfere with the perception of product quality. Education
Masters of Business Administration in supply chain management, and mergers and acquisitions
University of Kentucky, Gatton College of Business and Economics - Lexington, KY Bachelor of Business Administration in Economics
University of Georgia, Terry College of Business - Athens, GA
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