Digital Marketing Project Management

KEITH LANCASTER

Johnston, RI ***** +1-401-***-**** **********@*****.*** LinkedIn

PROFESSIONAL SUMMARY

Results-driven digital project management professional with over a decade of experience managing the full project life cycle across diverse industries. Utilizing Agile, Lean, and Design Thinking methodologies to deliver innovative solutions that drive growth, enhance customer engagement, and optimize performance. Expertise includes implementing detailed project plans, budgets, and resource allocations while ensuring projects are delivered on time and on budget. Proven track record in executing end-to-end digital marketing campaigns. Excels in project management, sprint planning, and iterative production releases to align all initiatives with organizational goals.

WORK HISTORY

ADJUNCT INSTRUCTOR, DESIGN THINKING /DIGITAL MARKETING 06/2024 to Current

Computer Systems Institute, Boston/Worcester, MA

Designed and implemented comprehensive digital marketing curricula, delivering engaging content that covers a broad spectrum of strategies.

Facilitated interactive discussions and hands-on exercises, enhancing student comprehension and fostering practical application of digital marketing concepts.

Tailored lesson plans to encourage critical thinking and real-world application, while utilizing diverse assessment methods to track progress and ensure learning objectives were achieved.

DIGITAL PROJECT MANAGER (6-MONTH 1099 CONSULTANT) 03/2023 to 08/2023

Health Resources in Action, Remote, Boston, MA

Developed comprehensive project plans outlining scope, timeline, resources, and milestones for successful project completion.

Managed end-to-end technical project execution, emphasizing digital experience and social engagement

Managed project tasks in Asana, documenting detailed meeting notes and action items for efficient tracking

Refined UI and functional user stories to support comprehensive project planning

Negotiated contracts with clients, defining clear deliverables, timelines, and budgets

Coordinated advanced streaming video solutions to enhance event attendee experiences.

EMAIL MARKETING MANAGER (COMMUNICATION COLLABORATIVE TEMPORARY W-2 CONTRACT) 10/2022 to 12/2022

Locus Robotics, Remote, Wilmington, MA

Pulled targeted lists from Salesforce, and deployed email campaigns using Eloqua

Measured and reported on key metrics including drops, open rates, click-through rates, and overall campaign performance

Utilized tools such as Eloqua, Salesforce, Asana, and Microsoft Office to streamline email marketing processes and improve efficiency.

Enhanced subscriber growth, creating compelling incentives for sign-ups and promoting the mailing list across multiple channels.

MARKETING DATA ANALYST (3-MONTH IDEXCEL W-2 CONTRACT CONSULTANT) 01/2022 to 03/2022

CVS Health, Remote, Woonsocket, RI

Retrieved and analyzed key consumer data, such as purchase history, demographics, and loyalty program information, to optimize PIN pad advertising and improve customer experience.

Managed subscriber and user lists by onboarding new subscribers, segmenting audiences, and implementing strategies to reduce churn.

Leveraged Tableau and Excel to create dynamic dashboards and insightful reports, providing valuable analysis on customer behavior, segmentation, and lifetime value to inform strategic decisions.

SCRUM MASTER - MARKETING (CREATIVE CIRCLE W-2 CONTRACT CONSULTANT) 04/2019 to 07/2021

Broadridge Financial Solutions, Needham, MA

Led the Creative Services team using Jira, Confluence, and burndown charts to ensure efficient workflows and timely product delivery.

Modified dynamic web content within the proprietary CMS portal, using HTML coding and file tagging for enhanced navigation.

Updated web pages, bulk email campaigns, and dynamic libraries with new content using Adobe Creative Suite (Photoshop, InDesign, and Dreamweaver)

Coordinated with the Creative Services team to support cohesive and visually appealing marketing initiatives and outcomes.

Improved team efficiency by implementing Agile and Scrum methodologies for project management.

Facilitated Scrum framework – sprint planning, backlog grooming, daily scrums, sprint reviews, and sprint retrospectives.

MARKETING MANAGER (1099 CONTRACT CONSULTANT) 09/2017 to 12/2018

Lighthouse Healthcare, Waltham, MA

Spearheaded the development and execution of thought leadership and sales enablement tools by aligning with the company's portfolio, sales objectives, and emerging market, regulatory, and competitive trends in a budget-conscious start-up environment.

Planned and launched a new corporate website, alongside creating print collateral, slide decks, and brand guidelines, establishing a strong and consistent brand identity.

Enabled effective lead nurturing and opportunity identification by reactivating an unused Salesforce IQ license and setting up a Mailchimp account, facilitating unified email marketing campaigns.

Managed and optimized both internal and external marketing campaigns, significantly boosting brand awareness and generating high-quality leads.

EMAIL MARKETING MANAGER (CENTRIC CONSULTING W-2 CONTRACT CONSULTANT) 01/2017 to 08/2017

Microsoft Corporation, Remote, Atlanta, GA

Managed daily operations and executed monthly drip campaigns for Microsoft's Office 365 Small Business Academy webinars

Created and managed triggered emails, landing pages, custom lists, and reports in Marketo to optimize campaign performance

Partnered with product owners and the content team to define campaign goals, target segments, creative direction, and key performance indicators (KPIs), ensuring consistent messaging throughout the customer journey

Developed and launched email campaigns with lifecycle-based messaging for webinar attendees, leveraging A/B testing and link tagging to analyze interactions and optimize results.

MOBILE PROJECT COORDINATOR (AXIOM CORPORATION W-2 CONTRACT CONSULTANT) 09/2015 to 09/2016

Centers for Disease Control and Prevention, Remote, Atlanta, GA

Defined project scope, developed comprehensive plans, and managed schedules and budgets to ensure timely and efficient delivery.

Ensured regulatory compliance and upheld high-quality standards through rigorous testing, including User Acceptance Testing (UAT) and QA assessments, to enhance usability and functionality.

Maintained accurate project documentation and delivered regular progress reports, while proactively managing deadlines and workflows to keep projects on track.

GLOBAL DIGITAL MARKETING MANAGER 03/2013 to 07/2015

Given Imaging Limited /Medtronic Invasive Therapy, Atlanta, GA

Spearheaded global digital marketing strategies for the Pill-Cam product portfolio across U.S., EMEA, and South America, leveraging KPI and segment performance metrics to drive high-value prospect acquisition

Optimized Microsoft SharePoint websites through targeted content development, paid search campaigns, and social media analytics, resulting in improved search engine rankings, increased qualified lead generation, and enhanced web traffic

Developed and managed an online physician database segmented by region, significantly boosting attendance and engagement in educational webinars, thereby broadening awareness of Pill-Cam's product offerings

Achieved strategic market expansion and brand visibility through execution of impactful web-based marketing initiatives, driving targeted penetration and market share growth.

MEDIA TRANSCODING SPECIALIST (W-2 CONTRACT) 07/2011 to 01/2013

Time Warner - Turner Broadcasting, Atlanta, GA

Optimized content transcoding for on-demand streaming platforms including Apple TV, Amazon Prime Video, Hulu, and Netflix

Tailored encoding parameters to meet specific platform requirements and quality standards

Managed end-to-end transcoding operations to ensure accurate and efficient file processing.

MARKETING SPECIALIST 10/2009 to 01/2011

E Ink, Incorporated, Cambridge, MA

Spearheaded the development of the brand identity, story, and content to enhance public perception, positioning the company as a market innovator and disruptor in the modern tablet industry

Led the corporate brand refresh and website rebuild project from conception to launch, providing leadership and a detailed project roadmap

Increased brand awareness by developing and implementing targeted marketing campaigns.

Streamlined communication processes, leading to improved collaboration between departments.

MARKETING OFFICER 09/2005 to 12/2009

Wainwright Bank and Trust Company, Boston, MA

Conceived and executed multichannel marketing campaigns, including digital, traditional broadcast, online, signage, and mass transit advertising, resulting in a 40% increase in demand deposit accounts (DDAs)

Enhanced brand visibility and engagement through a strategic content strategy, third-party endorsements, community outreach, and event planning.

Increased brand awareness by implementing targeted marketing campaigns and strategies.

Defined and tracked campaign effectiveness and adjusted strategies accordingly.

CERTIFICATIONS

Certified Scrum Master

Certified Scrum Product Owner

Scaled Agile Framework (SAFe)

SKILLS

WordPress, Drupal, Dreamweaver, Jira, Confluence, Workfront, Slack, Microsoft Project, Asana, Trello, Excel, Word, Teams, PowerPoint, Access, SharePoint, Photoshop, InDesign, Premiere Pro, Illustrator, Salesforce, Adobe Marketing Cloud, Pardot, Eloqua, Hubspot, Microsoft Dynamics, SQL, Tableau, PowerBI, Excel, Access, Google Analytics, Google Ads (AdWords), Meta Ads, LinkedIn Sales Navigator

EDUCATION

Professional Certificate: Pharmaceutical Sciences, 12/2021

University of Rhode Island - Providence, RI

Professional Certificate: Digital Media Development, 05/2005

Santa Fe College - Gainesville

Bachelor of Science: Telecommunication, 05/2004

University of Florida - Gainesville, FL

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