Digital Marketing
Resume:
WHAT I D O
As a marketing vision creator with a ‘roll-up-my-sleeves’ attitude, I
map and design marketing possibilities to strategic priorities to help businesses increase their brand and digital footprint, engage qualified leads through the buyer’s journey, and efficiently build relationships with targets. By leveraging the power of data and marketing KPIs, I’m able to spot trends, identify opportunities for growth, and help drive key business decisions.
WORK E X P E R I E N C E
DIRECTOR OF DIGITAL MARKETING & ACQUISITION
(S&P 500: FBHS) Fortune Brands Home & Security (Fiberon brand), RI Aug 2014 - Feb 2019
Identified selling gaps and opportunities for growth. Created the vision for, and integration of building blocks to kick-start a modern demand and lead generation model, including CRM, marketing automation, and other martech integrations.
Analyzed competitive landscape, transactional data, consumer segments, and buying behaviors to develop VOCs and provide optimal customer experience for different segments and journeys. Responsible for strategic direction and delivery of online experiences, including content and web strategy, CRM and platform integrations, engagement tools, SEO/SEM, email marketing, Google Shopping and ecommerce, social media, video, and content curation. Conceived new and efficient partner onboarding programs, and sales enablement platform to support channel growth.
Developed the go-to-market plan for a new, alternative application launch. With $0 digital ad budget, generated over 180 B2B leads in nine months, resulting in $10M of opportunities.
KERRI RENSHAW
D I G I T A L M A R K E T I N G S T R A T E G Y E X E C U T I V E F O C U S A R E A S
Go-to-Market Strategy
Omni-channel Customer
Experience
Digital Strategy
Marketing Technology
Integration
CRM & Sales/Lead
Management Processes
Analytics Management
Online Advertising
Demand & Lead Generation
Website Strategy
SEO/SEM
Content Marketing
Leadership & Mentoring
Highlights: (2015) Increased lead gen by 80%. (2016) Increased website traffic by 70% and decreased cost per SQL by 74%, same budgets YOY
...balancing the
art and science
that drive modern
marketing
DIRECTOR OF DIGITAL MARKETING STRATEGY
(NASDAQ: KVHI) KVH Industries, RI Oct 2011 - Aug 2014 Highlights: Developed the company's first formalized digital marketing strategy and integrated lead generation programming Led the transformation and shift to utilize modern marketing technology and closed-loop reporting, including the integration of
(CONSULTANT) MARKETING GOVERNANCE
(S&P 500: CVS) CVS Health, RI Oct 2019 - present Provide marketing governance and structure to shepherd integration across large, cross-functional business units, including dot.com. Reduce BU and channel silos to improve omni-channel consumer experience. C O N T A C T M E
*****.*******@*****.***
www.linkedin.com/in/renshawkerri
Rhode Island
SalesForce.com
Marketo
Hubspot
Google Ads
Google Analytics
SEMRush
IonInteractive
SnapApp
WordPress
Craft CMS
basic HTML
Cision
Microsoft Social Listening
Microsoft Dynamics CRM
Basecamp
WebEx
GoToWebinar
BACHELOR'S DEGREE
MARKETING
COMMUNICATIONS
Partnered with global sales to design formal lead management roadmaps (acquisition, campaign management, nurturing, prioritization, and hand-off). Hired, mentored, and motivated lead development personnel whose focus was building rapport with prospects and increasing lead-to-opportunity ratio. Introduced new digital advertising channels to reach and engage target audiences. Optimized spend for CPC, CPA, LTV and ROAS. Enlisted prospect segmentation and personalization to create greater product demand and efficiently nurture leads for multiple, and vastly different business lines (B2B & B2C marine satcom, guidance systems) Deployed full scale and cross-channel marketing campaigns consistently resulting in record-breaking conversion rates. Utilized integrated content marketing concepts to support business objectives, and expand digital and social presence.
Increased brand awareness, brand credibility, and propelled database growth -- doubling database and reach in two years’ time. Provided digital marketing thought leadership. Presented plans at quarterly and annual global operations meetings.
Marketo marketing automation; in concert with enterprise-wide execution of SF.com (Agile project).
MASTER'S DEGREE
INFO & COMMUNICATION
TECHNOLOGIES
Central Connecticut State
University
RPI Rensselaer Polytechnic
Institute
POSTGRADUATE COURSE
WORK (24 CREDIT HOURS)
PUBLIC RELATIONS
University of Hartford
SENIOR MARKETING COMMUNICATIONS MANAGER
(NYSE: IBM) IBM Kenexa, formerly OutStart, Boston, MA Jul 2005 - Oct 2011
Managed the branding and communication outreach to support and optimize B2B enterprise SaaS e-learning sales.
Directed two iterations of website redesigns including segmentation strategy, on-page and off-page SEO, and content.
Drove inbound and outbound lead generation and nurturing efforts, including online promotion, email campaigns, freemiums and trials, SEM. Managed webinar programming, which produced consistent B2B lead streams and were attributable to 25% of sales opportunities. Designed a SF.com CRM training program including defining sales processes and flow rules, MQL & SQL lead definitions, qualification criteria, prospect data sourcing, appending, and hygiene guidelines. Program manager for online platforms used to support sales and marketing operations. Developed best practices and served as subject matter expert for the integration of salesforce.com, Marketo, ZoomInfo, website content management system and other platforms. Managed logistics for advisory board meetings, trade show exhibits, and annual user conference.
MARKETING COMMUNICATIONS MANAGER
(NYSE: BHW) Bell & Howell, CT Sep 2003 - Jul 2005 Developed marketing plan to effectively enhance corporate image and maintain consistency and clarity across communication touch points, such as collateral, print, email, and case studies. Managed corporate events, trade show exhibits, and user conferences including topic development, speaker recruitment, and promotion. P L A T F O R M
E X P E R I E N C E
E D U C A T I O N
Highlights: Considered the marketing ‘go-to’ in a fast-paced, entrepreneurial-spirited start-up organization
Highlights: Brought a 4-day ‘Industry Tech Forum’ (financial and insurance sector targets) to life. Seventy percent of attendees were Fortune 500s CERTIFICATE
GRAPHIC DESIGN
Tunxis Community College
MARKETING & PUBLIC RELATIONS ASSOCIATE
JEWISH FEDERATION ENDOWMENT, CT Sep 2001 - Nov 2002 Charitable trusts, endowment and donor advised funds management
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