Digital Marketing Director

ANNE ELIZABETH LAPINSKI

Tech-enabled B*B strategist with experience and skills to achieve share growth.

• 847-***-**** • ************@*****.*** • https://www.linkedin.com/in/annelapinski/ • Mount Prospect, Illinois •

More than twenty years of marketing leadership and technology experience to leverage to an organization ready for sustainable share growth. A collaborative partner with all departments, especially sales, to truly realize the company’s potential. Subject matter expert in leading high-performance marketing in manufacturing companies, offering strategic planning and implementation of traditional and digital marketing tactics to grow brand awareness, generate quality leads and sell in new channels.

MARKETING LEADERSHIP SKILLS

Plan and Implement Strategy

Develop and Grow Markets

Innovate with a Visionary Outlook

Manage Budgets and Optimize ROI

Make Decisions Based on Data

Develop Staff for High Achievement

Manage Change

Manage Vendors

DIGITAL MARKETING SKILLS

Quick-Launch E-Commerce

Build Integrated Advertising Programs

Analyze Performance with Purpose

Manage Media with Storytelling

Launch Enabling Technologies

Cautious familiarity with A.I.

TRADITIONAL MARKETING SKILLS

Build the Brand

Gain Consumer Insights

Manage Products

Manage Splash Events

BRAND SUCCESSES

Valspar Paint – From unknown to top three unaided brand awareness in three years.

MAT – Product management and ecommerce success with placement in all the top home- improvement channels

HIWIN – Transformation to modern marketing with 10x more quality leads per investment dollar

INCREASING RESPONSIBILITY IN MARKET LEADERSHIP

HIWIN Corporation, Huntley, IL Manufacturer of Automation Components 2020 – 2024

DIRECTOR OF MARKETING AND DIGITAL TRANSFORMATION

Developed internal team and vendors to strategically orchestrate and implement digital and traditional marketing strategies to increase awareness of broad product line for North America during and after the pandemic.

Developed target personas aligned with corporate strategy and align media and messaging for the greatest impact.

Spearheaded the implementation of a new SEM Program for six product lines. Doubled the budget in 6 months after proving ROI.

Generated 18k leads in 11 months with paid media campaign.

Increased followers on social media platforms by one hundred times by building a strong brand identity, engaging with audiences, generating effective content, and utilizing analytical data to customize the digital marketing strategy.

Created email marketing campaigns, achieving 20% - 24.5% open rates while limiting unsubscribe rate under 1%.

Secured the highest ever lead generation at in-person trade show.

Launched ecommerce site January 2022.

Designed front end and restructured website backend for better customer experience and ease of maintenance.

Selected to lead cross functional teams in the digital transformation of the business, including disciplined selection of software and professional service vendors for CRM, Sales Enablement and Service Tickets. In addition, working towards the selection of an ERP system to be the foundation for the business’ future growth.

Midwest Air Technologies, Long Grove, IL Manufacturer of lawn and garden products 2017-2020

DIRECTOR OF MARKETING

Led a team of product managers, e-commerce managers, and other staff for five departments at national home improvement, hardware, and general merchandise retailers in a matrixed organization, reporting to both VP Marketing and divisional General Manager.

Led the product management efforts daily and played a key role in securing and maintaining a multimillion-dollar business and winning every Product Line Review (PLR) by driving new product development roadmaps and commercialization with a cohesive and achievable strategy.

Drove new product development with multi-year roadmaps and seasonal-sensitive execution with excellence. Introduced product extensions.

Earned “Best in Show” for trade show booth for Midstates’ Rendezvous Spring in 2018.

Conceptualized marketing content in alignment with retailer’s customer and brand, which resulted in securing product placement with two additional targeted high-profile retailers; multimillion-dollar sales and profit revenue was anticipated.

Employed consumer insights methodology, which resulted in lowering cost of product with zero loss in revenue in most profitable category at tens of millions of dollars in revenue.

Developed and executed branding strategy for tracking and addressing trademark gaps and protecting the company’s key brand assets.

Established guidelines for packaging graphics and in-store merchandisers for customers’ private brands as well as five proprietary brands.

Led company’s own e-commerce site, while delivering useful insights to the team on content development, social media strategy, customer / user experience, channel marketing concerns, and product offers. Steered resources to higher profits via third party sites for better customer experience.

The Valspar Corporation, Chicago, IL Paints Manufacturer 1999-2017

Highlights include:

DIGITAL MARKETING MANAGER

Designed and led multimillion-dollar campaigns to enhance brand awareness and positioning, augment conversion rate, and expand e-business by overseeing cross-functional teams.

Redesigned, launched, and maintained websites with millions of annual visitors. Led multimedia programs, including Sony / Nate Berkus, Next Food Network Star, and Cynthia Rowley.

Awarded patent #9,091,016 for color visualization (Inventor).

CUSTOMER SERVICE MANAGER

Oversaw high volume 7 day per week call center service operations, while leading 25+ employees with annual budget of $2 million.

Developed a team of professionals including the increase of employee knowledge through proactive training programs.

McWhorter Technologies, Inc., Carpentersville, IL Chemical Division of Valspar 1988-1999

Highlights include SENIOR MARKET ANALYST and ARCHITECTURAL MARKET MANAGER

EDUCATION

MBA, Northern Illinois University. Specialization in business intelligence and leadership

Bachelor of Science in Marketing, University of Illinois

Commitment to lifelong learning with various programs of relevant study

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