Digital Marketing Communications

Larene Westfall

Richmond, California • 510-***-**** • ******.********@******.** • https://www linkedin com/in/larene-w-8b62aa13/ EXPERIENCE

PROGRAMMANAGER, UCSF SCHOOL OF MEDICINE, SAN FRANCISCO, CA 2023

• Spearheaded the coordination of PhD continuing education programs, leading to a 20% rise in participant satisfaction and repeat attendance.

• Developed and managed event websites, email campaigns, and program guidelines, ensuring compliance with accreditation standards for both live and virtual events.

• Enhanced program retention by analyzing feedback in Qualtrics, identifying opportunities for growth, and implementing data-driven adjustments, resulting in a 15% increase in overall satisfaction.

• Orchestrated event budgeting and vendor management, producing detailed Excel reports to monitor financial performance, which led to a 25% reduction in overspending and an optimized event cost structure.

• Collaborated with faculty and senior leadership to align event objectives with departmental goals, resulting in a 30% increase in targeted program initiatives and the creation of new educational offerings. FIELD MARKETING EVENT MANAGER, BIRDEYE, PALO ALTO, CA 2021-2022

• Directed logistics and execution for 8 monthly events, contributing to a 25% rise in lead generation and conversions.

• Collaborated with vendors and the sales team to ensure event preparedness, achieving a 20% boost in revenue.

• Created and distributed marketing assets using Jira, Canva, and HubSpot, driving digital engagement by 25%.

• Monitored Asana timelines to coordinate the social media and email marketing calendar, ensuring timely deployment across all platforms.

• Implemented Salesforce dashboards to monitor event ROI and lead generation, improving the accuracy of campaign performance tracking by 15% and advising on future event participation strategies.

• Trained and mentored junior team members on event execution best practices, improving team efficiency and achieving a 10% increase in lead capture during events. EVENT SUPPORT SPECIALIST, SALESFORCE, SAN FRANCISCO, CA 2020

• Managed end-to-end logistics for multiple events, leveraging historical playbooks to streamline planning, coordination, and budgeting processes. Improved operational efficiency and event delivery times by 25% through project timeline optimization.

• Led charitable initiatives, overseeing $10k in donations to nonprofit groups and ensuring the Salesforce brand was recognized for its commitment to social responsibility.

• Worked closely with the sales and marketing teams to ensure event strategy alignment with overall company goals, resulting in a 20% increase in event-driven lead generation.

• Developed post-event reports, providing insights into attendee engagement and recommending improvements that led to a 30% increase in event ROI EXECUTIVE EVENT COORDINATOR, BLUE SHIELD OF CALIFORNIA, SAN FRANCISCO, CA 2019

• Managed the coordination of executive conferences and business development events, tracking pre-event and post-event expenses in Salesforce, resulting in a 15% reduction in costs.

• Drafted creative briefs to align marketing efforts with brand objectives, enhancing brand recognition among key brokers and stakeholders as measured by CRM data and feedback surveys.

• Led the execution of high-profile events targeting C-suite executives and decision-makers, driving a 10% increase in business development opportunities.

• Collaborated with external vendors to produce event materials, ensuring consistency in brand messaging across all channels.

PRODUCT MARKETING MANAGER, BLUE SHIELD OF CA, San Francisco, CA 2017-2018

• Oversaw logistics and delivery for over 125 health fairs and seminars, maintaining a 97% on-time delivery rate.

• Utilized Excel pivot tables to analyze attendance and improve accuracy by 20%.

• Enhanced marketing collateral access by creating a searchable document library, reducing time spent searching for materials by 30% and improving overall efficiency.

• Developed and executed data-driven A/B tests to optimize marketing programs, resulting in a 15% increase in new member acquisition and retention milestones.

• Worked with sales teams to ensure accurate reporting on program results, increasing transparency in sales performance and marketing ROI.

OPERATIONS COORDINATOR & EVENT MANAGER METTLER TOLEDO RAININ, OAKLAND, CA 2014-2016

• Managed logistics for 10 annual trade shows and conferences, enhancing lead generation through SAP marketing campaigns and achieving a 20% increase in conversion rates.

• Developed processes for maintaining demo equipment, saving the company over $250k in depreciation costs.

• Assisted in SAP CRM data stewardship, improving data accuracy and supporting lead management efforts.

• Provided high-touch internal support for a sales team of 60, streamlining HR support processes, travel arrangements, and expense reporting, which reduced administrative time by 20%.

• Implemented data-driven marketing initiatives that contributed to 10% increase in overall sales, aligning marketing

• Applied data integrity optimization in CRM by creating new accounts, executing data cleansing strategies, and delivering internal inquiry support; achieved a 30% reduction in data errors and enhanced data completeness EDUCATION

San Francisco State University, San Francisco, CA — BA Industrial Product Design Development and Research San Francisco State University, San Francisco, CA — Minor Marketing East Carolina University School of Business/ Engineering, Greenville, NC — Business, Marketing & Engineering courses TECHICAL SKILLS

Adobe CS

Cvent

Splash That!

EventsMade Easy

Wrike/ Asana, Jira

Hubspot

Microsoft Office Suite

Google Apps

Hootsuite

Salesforce

SAP/ECCOracle

Qualtrics

Survey Monkey

Slack

RingCentral

Zoom

Microsoft Teams

WebEx

UPS Campus Shipping

Figma

Canva

Dropbox

CERTIFICATION

Google Digital Marketing & E-Commerce Professional Google, UX Design Professional Certificate Google Project Management Professional (in Process) Hubspot Marketing Software Cvent Event Marketing

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