Marketing Executive Senior Director

SURAYYAH HARRIS, MBA

Mebane, NC ***** 336-***-**** ad5eoo@r.postjobfree.com linkedin.com/in/surayyahimani VP / SENIOR DIRECTOR, MARKETING

Brand Strategy Product, Performance & Consumer Marketing eCommerce Results-driven marketing executive with significant experience exceeding revenue and engagement targets and optimizing experience. Lead omni-channel and strategic initiatives and targeted campaigns in diverse industries.

Reynolds American Inc. (CPG): Consistently met or exceeded YoY marketing revenue targets for $300M brand. Elevated online engagement and performance 25%-30% over 2 years through consumer engagement initiative.

AICPA (Nonprofit Association): Overdelivered on $150M revenue target by driving transition from product to consumer mindset. Increased online engagement 20% and learning/conference participation 5%–8%. KEY QUALIFICATIONS

Marketing: Global Omni-Channel GTM Initiatives Brand Management Customer-Focused Full Funnel Audience Strategy Digital Engagement & Conversion eCommerce & Product Digital Strategy Consumer Engagement Strategic Partnerships

Experience & Content Management Growth Strategies CRM Loyalty Account Leadership Trend Analysis Thought Leadership & Consulting Market Analysis Brand Storytelling Social, SEO, SEM Campaign Management B2C & B2B Leadership: Project Leadership Cross-Functional Team Collaboration Team Building Remote Teams Marketing & Brand Strategic Leadership Persuasion & Buy-in Executive Presentations Data Analytics Collaborative Team Player Flexible & Adaptable Supportive Coach & Mentor Strategic & Analytical Detail-Oriented PROFESSIONAL EXPERIENCE

Senior Director, Marketing Digital & eCommerce, Association for Intl. CPAs (AICPA), Durham, NC 11/2019–5/2024 Nonprofit for CPA/finance professionals with 428K members located in 130 countries. Overview: Implemented global omni-channel strategic digital initiatives to achieve ROI, volume growth, and engagement targets. Maintained accountability for YoY revenue and engagement success. Scope: Managed 4 direct reports (2 on-site and 2 remote), with overall team of 15. Oversaw matrixed delivery team of 50 from E&Y. Managed and monitored budget of $2M. Managed $50M+ ad spend for SEO, SEM, paid social, email, and organic channels. Directed Agile/scrum product owners to drive engagement, conversion, and volume.

Consistently overdelivered on $150M revenue target by increasing memberships and elevating marketing share for courses, online learning products, and conference/event participation. o Drove transition from product to consumer mindset by directing customer-focused marketing initiatives, improving UX on website, and optimizing purchase funnel. o Improved email performance and customer retention by implementing full funnel audience strategy. Connected members to products and value experiences including free trials, bundles, and auto renewals. o Increased learning/conference participation 5%–8% by developing holistic digital strategy. o Elevated online engagement and promotions 10% by partnering with cross-functional teams to optimize UX.

Contributed to DEI objectives by representing marketing team on corporate-wide workplace practices.

Maintained high employee and customer engagement ratings during COVID while transitioning from hybrid to fully remote team leadership. Kept members informed of regulation changes and impacts to industry. Senior Manager, Brand Marketing & eCommerce, Reynolds American Inc. (RAl), Winston-Salem, NC 05/2015–11/2019 Publicly held manufacturer of tobacco and vapor CPG products and subsidiary of British American Tobacco. SURAYYAH HARRIS, MBA 336-***-**** Page 2 of 2

Overview: Began tenure as Senior Manager (2 years) and oversaw launch of new vapor brand. Promoted to Senior Manager of Brand Marketing & eCommerce (equivalent to director-level role) with expanded scope of managing established brands. Grew and retained audience through integrative campaigns. Developed marketing plans and strengthened brand equity across product, packaging, and marketing communications. Scope: Oversaw 4 direct reports plus 20 matrixed internal team members. Directed agency partnerships for digital, brand, and data delivery. Managed $50M advertising budget with revenue accountability for $300M.

Consistently met or exceeded $300M revenue targets and achieved YoY engagement growth.

Increased online engagement and performance 25%–30% over 2-year period via consumer engagement initiative.

Managed development and implementation of 2 eCommerce websites by directing technical team of 8–15.

Acquired 250K–300K new registered users in regulated industry by optimizing online eCommerce sites. Senior Marketing Manager, Digital & eCommerce, Kayser-Roth Corporation, Greensboro, NC 04/2013–05/2015 Manufacturer of legwear/apparel and subsidiary of Italian-based Golden Lady Company. Overview: Managed retail partnerships and online marketing for 2 brands (No Nonsense and Hue). Optimized campaigns across channels and collaborated with client partners including Macy’s and pharmacies. Analyzed brand sites UX and performance metrics (UX including abandon cart rate, conversion rates, and bounce rates). Scope: Oversaw team of 5 direct reports. Managed $5M budget and directed initiatives with 3 external vendors/agencies covering brand, digital, and creative/email. Accountable for performance success (ROI, CV, and AOV).

Increased net new revenue 15% by implementing eCommerce platform (ECP) for 2 different sites (Hue and No Nonsense) with diverse audiences and demographics. Managed RFP process and selected vendor. o Completed project in 50% accelerated timeframe by managing creative and technical team of 5. o Elevated engagement 20% YoY in B2B and B2C environments by optimizing user experience (UX). o Optimized SEO and SEM by meeting KPIs for keyword density, content creation, and link building.

Managed sites on ongoing basis by building eCommerce team to oversee UX and product assortment. Marketing Manager, Digital & Ecommerce, Carolina Biological Supply, Burlington, NC 02/2011–04/2013 Privately owned education life sciences company with 200 employees. Overview: Created targeted awareness and lead generation campaigns and identified new channels. Supported outreach events and exhibits. Developed strategic brand positioning including unique selling proposition and competitive differentiation. Conducted needs analysis, wrote marketing plans, and made product recommendations. Facilitated executive decision making by presenting results, analysis, and actionable insights. Scaled team by hiring and training top talent. Scope: Managed team of 8–10 digital marketing professionals. Oversaw agency relationships including digital media and email deployment / delivery for channel marketing. Managed $2M budget and reported to VP of marketing.

Exceeded annual revenue goals of $150M YoY for 3 of 4 years by developing strategic marketing campaigns.

Increased productivity 20% by streamlining processes, managing scope, and effectively allocating resources. EARLY CAREER

Held roles within media, advertising, and marketing for Hearst Media and WXII TV (NBC Affiliate) in Greensboro. Garnered agency experience in media buys and national cable ad buys at NCC Media. EDUCATION

MBA – Marketing & ECommerce, Keller Graduate School of Management, Remote B.S. – Media Production & Marketing, Boston University, Boston, MA

Communications Representative, Student Government Lean Six Sigma Yellow Belt Certified, Wake Forest University

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