Social Media Digital Marketing
Resume:
# _ +
-
-
-
-
-
-
-
-
-
-
-
-
-
-
~ 01/2019 - 08/2019 +
-
-
-
~ 07/2018 - 11/2018 +
g
f
i
L
.
Ryan Sanecki
Digital Media Enthusiast
419-***-**** ************@*****.*** Cleveland, OH
DIGITAL EXPERIENCE
Director, Marketing
Geis Hospitality Group
Cleveland, OH
Lead a digital marketing team of three, my scope entailed all paid media, SEO/ organic, e-commerce and merchandising, email, and analytics. Designed hotel and outlet strategy of data analysis and modeling to create data-driven insights (tracked in MRDW) and strategies to optimize marketing performance and return on investment for all digital marketing campaigns. Grew domestic package bookings $500k via digital advertising attribution. Orchestrated customer journey integration across paid and owned media for the brand's top two segments including display, paid social, audience- based paid search, email, m.com merchandising, and site personalization. Increased group sales above $1M with additional $5M in contract pipeline. Developed marketing strategy resulting in increased reservations in dining outlets 72% year over year.
Successfully migrated paid platforms increasing conversion rate over 200%. Developed and deployed a content strategy increasing organic traffic and leads 60% to ensure maximum visibility and profitability in the luxury and ultra-luxury hospitality market.
Established robust merchandising practices, rooted in a deep understanding of irrational consumer behavior; focused specifically on driving Bookings, and Average Order Value.
Strategist
Schulte Hospitality
Louisville, KY
Developed a strategy for content personalization, SEM/SEO, and paid content promotion. Built a distribution strategy in conjunction with business leadership across all verticals of Schulte Hospitality Group including Graduate Hotels, Joella's Hot Chicken, Origin Hotels, and Wild Eggs. Optimized marketing performance to gain insight into consumer behavior in the hospitality sector, including lodging and fast-casual/QSR industries. Created Origin's first customer-centric, omni-channel marketing strategy and prioritized roadmap by partnering cross-functionally to analyze the customer states/needs across the 4 lifecycles (Life Stage, Guest, Loyalty and Trip) Developed a data-driven archetype marketing program that delivers 40+ highly targeted offers via engaging content, personalized emails and 1:1 targeting in Paid Social based on members' level of engagement with the loyalty program. Surpassed industry standards with results including $150k attributed revenue, additional incremental revenue and ROI’s of 8:1 Launched a local viral campaign for the Joella's Food Truck resulting in record sales within primary markets.
Successfully completed the migration from bespoke desktop and mobile web experience to responsive shopping and booking experiences; resulting in improvements to conversion, and email enrollments (+45%). Lead product strategy to modernize Shopping & Booking platform into an Omni-channel platform, to operate digital products across Web, App & Voice Manager, Social Media
Brunet-Garcia Advertising
Jacksonville, FL
Spearheaded social media operations, including the development and ongoing enhancement of social media governance framework to ensure appropriate controls were in place relating to how the organization used social media.
Designed plan for creation and oversight of global content tagging structure, content distribution workflow, measurement framework, and ROI tracking. Worked with the creative team to develop paid campaigns for the Department of Homeland focused on Cybersecurity and the Centers for Medicare & Medicaid Services (CMS) for open enrollment 2018. AWARD RECOGNITION
Cannes Creative Data Lion - Gold
Event: 2017 Cannes Lions International
Festival of Creativity
Category: Social Data
Cannes Creative Data Lion - Silver
Event: 2017 Cannes Lions International
Festival of Creativity
Category: Use of Real Time Data
Judge's Award
Event: 2019 AAF Awards Orlando
Client: World Affairs Council
Element of Advertising
Copywriting for WAC
Event: 2019 AAF Awards District 4
Client: World Affairs Council of JAX
Cross-Platform Online
Interactive Campaign for DHS
Event: 2019 AAF Awards District 4
Client: Department of Homeland Security
NOTABLE DIGITAL
CAMPAIGNS
Government Related Projects
- CMS - Medicare Open Enrollment
- DHS - Cybersecurity
- NCIPC - Injury and Violence Prevention
- USCIS - E-Verify and SAVE
- World Affairs Council
Marriott International
- #LoveTravels
- MLive component
- Two Bellman
Project Vote Smart
- Colbert Report Partnership
- MTV Fantasy Election
- VoteEasy
Zaxby's
- Fanz of Flavor
- Flavor Takeover
- Road to Flavor
- Surprise and Delight
-
-
-
-
~ 08/2017 - 06/2018 +
-
-
-
-
-
~ 06/2015 - 07/2017 +
-
-
~ 09/2013 - 07/2015 +
-
-
~ 07/2013 - 02/2014 +
-
-
~ 09/2010 - 06/2013 +
-
~ 2007 - 2011 +
6
~ 03/2017
~ 09/2016
~ 05/2016
~ 03/2016
~ 01/2016
~ 11/2015
DIGITAL EXPERIENCE
Senior Strategist, Social Media
St. John & Partners
Jacksonville Florida
Senior Social Strategist for Zaxby's Fast Food Company. Lead the social media (organic and paid) strategy and analytics team in developing campaign, partnership, and channel reports, resulting in an evolving social strategy for leading fast-casual dining brand and franchise. Worked with the account management, creative, and agency teams to execute social media activations grounded in data strategic thinking. Developed a new social measurement strategy to more closely align metrics to brand goals, increasing awareness generate creative insights while proving the worth of social as an important platform. Collaborated with leadership in external offices to establish a new real-time marketing plan, influencing team structure, presenting concepts to lead clients, and acting as the strategic lead in pilot programs. Senior Analyst, Social Media Strategy
Marriott International
Bethesda, MD
Project manager to a subset of Digital Analysts, internal, and external vendors to ensure all tactic deliverables adhere to SLAs set forth by Digital Services. Developed personalized messaging strategy within Facebook’s People-Based ecosystem that utilized real-time identify signals to target Marriott customers within stages of the trip life cycle (Shopping, Booking, Pre-arrival, Stay, Post Stay) across devices at scale. Highlights include ROI’s of +30:1, 66% lower cost per member enrollment and 88% lower cost per download. Designed SEO best practices to implement social media tactics to external partnering vendors increasing department bandwidth while serving as POC for training, invoicing, questions, and concerns.
Used SEO focused mentality to build and launch 90 new tactics for the Social Media COE, creating a comprehensive social media package for the field, resulting in over $3.5M in sales on social media services. Established social benchmarks and determined success metrics, leveraging data strategy, and telling the best story with data. Leveraged local SEO management for domestic and international Marriott hotel full and white-label websites
Freelance Digital Consulting
Hashtags & Hoodies
Toledo, OH
Client Industries Represented: Dining, Hospitality, Jewelry, Recruiting, Designed deliverables focused on planned paid media content across a range of small business social channels in accordance with content strategy. Designed a test-and-learn agenda to gain insights to better implement and measure on-site and off-site web traffic and marketing effort. Communications and Development Department
Project Vote Smart
Philipsburg, MT
Created and executed an innovative publicity program designed to increase donations and awareness, creating a positive perception of the organization as well as addressing specific needs noted by staff and key stakeholders. Served as key player in managing continuation of paid campaign to fact contribution for Viacom Incorporated's MTV's Fantasy Election.Effectively disseminated key messaging across key digital channels. Founder & Digital Tailor
Streamed & Pressed Digital Consulting Agency
Toledo, OH
Collaborated with a project team and clients to conduct and present market research studies in areas of new product innovation, product use tests, customer experience, branding, and market segmentation. Assisted with sampling design, questionnaire construction, data tabulation, report compilation, and analysis of research data. EDUCATION
BA Communications
University of Toledo
Toledo, OH
Submitted research and lesson plans for
teaching "the Propaganda of Public Relations
and Mass Media" as it pertained to the
National Rifle Association (NRA).
FIND ME ONLINE
https://www.linkedin.com/in/ryansanecki/
Vimeo
https://vimeo.com/randomryan
DIGITAL PUBLICATIONS
The Evolution of Content
MDSDecoded
Blog post dedicated to "How to Succeed in Mobile"
presented at Knucklepuck Media's Search Engine
Marketing Meetup.
Gone in 8 Seconds
MDS Decoded
Discussed expiring content as it relates to popular messaging platforms.
Hitching a Ride in a "Post Algo" Space.
MDS Decoded
Provided takeaways to leverage influencer content
to recent algorithms.
What will be Trending in Social
Platforms? (Part 1 & 2)
MDS Decoded
Part 1 discusses the current state of social media as it relates to preferred platform for current millennial travelers. Part 2 leveraged findings to discuss the
"Next Gen" Traveler as well as their preferred
communication methods.
Highlighting a few “Moments” from
2015
MDS Decoded
Provided my thoughts on the year 2015 as it relates to Social Media platforms and shopping within social platforms.
What Can We Learn from Our
Favorite Social Media Power Players?
MDS Decoded
Analyzed my favorite Social Media Power Players
and their impact on their respective industries.
Contact this candidate