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Digital Marketing Manager / Content Specialist, SEO, Email Marketing

Location:
Seattle, WA
Posted:
June 02, 2022

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Resume:

Cynthia Louise Smith

Data-Driven Digital Marketing Leader: UX- and Customer-focused.

***** **** **., ******, ** 98294

970-***-****

adq9oc@r.postjobfree.com

PROFESSIONAL EXPERIENCE

ROLE: Email Marketing Specialist

Amazon Web Services Partner Network (APN)

Remote, WA

April 2022 – September 2022 (6 month contract)

SUMMARY: Creating and building emails for the APN using Marketo and SFDC. Analyzing and reporting insights and successes of campaigns using Excel and Marketo. Setting up drip campaigns for event and training marketing to internal B2B audiences around the world. Working on a ticketing system with a large team. Using A/B testing to optimize campaigns.

ROLES: Web Content Specialist, Marketing Manager

Costco Business Delivery, Corporate

Issaquah, WA

February 2020 – February 2022

SUMMARY: Coordinator: Project management (multiple simultaneous projects), Building and sending emails to targeted segments of the Costco database, coordinating new warehouse openings, writing copy, editing the website www.CostcoBusinessDelivery.com, creating Social Media Marketing content, analytics (Adobe), reporting, A/B testing, organic SEO, offline marketing projects: direct mail postcards and mailers, brochures, printed signage for warehouses around the country. Web Content: HTML emails, drip campaigns, website content updates and QA, publishing from staging to live site, content creation, SEO.

ROLE: Marketing Consultant

Webvixn Digital Marketing Solutions

Sammamish, WA

April 2019 – February 2020

SUMMARY: Offering B2B and B2C consulting for small to medium sized businesses (MrExcel.com, Glass Canopy), including email marketing, managing marketing automation, utilizing Salesforce/Pardot and HubSpot, branding, Social Media Marketing, SEO, PPC marketing and Analytics. Broad spectrum digital marketing and offline marketing when needed (direct mail, collateral production, offline advertising, etc.)

ROLE: Marketing Manager, Leadership Team

Eastside Exterminators, Inc. – www.EastsideExterminators.com

Woodinville, WA

February 2018 – April 2019

SUMMARY: Leading all channels under the Marketing umbrella, offline and online, including managing two teams: IT (newly moved under the Marketing Manager) and Marketing (3 employees, several vendors). Focused 80% on B2C, expanded business into commercial marketplace (created new B2B section, content). Promoted to Leadership Team.

MANAGEMENT: DIGITAL TEAM and all SEO, Content Marketing, Paid Search Marketing (B2C, Google and Bing), Email Marketing (B2B, B2C), Programmatic, Graphic Design, Social Media Marketing (B2B, B2C), Offline Marketing and the IT DEPARTMENT.

ONLINE MARKETING: Created the brand voice and brand standards for the company.

oEMAIL MARKETING: Created automated in-house program (list creation, Customer & Prospect; Responsive templates, GDPR and CAN-SPAM compliant, personalized, best practices), incorporating form logic, lead generation, scoring, nurturing, drip campaigns with HubSpot and other tools.

oSOCIAL MEDIA MARKETING: LinkedIn and Facebook Premium, Publication Calendar (Excel, Teams, Basecamp), scheduled posts, current events posts, honing the brand voice, imagery and copy for all social media posts; Multi-channel SMM management with Hubspot. Implemented video/videography in PPC campaigns and in Social, Paid Social, LinkedIn and YouTube.

oSITE DEV: Created detailed RFP and selection criteria for new CX and UX-focused website re-design, hired vendor, worked w/remote team to develop two new sites; initiated first e-Commerce funnel. Initiated site re-design to improve load speed (especially mobile), conversion rates, UX and the wholistic Customer Experience. Also crafted AMP LANDING pages and AMP scripting for mobile search.

oRe-gained lost organic Google traffic and increased qualified organic traffic by 400% YOY using on-site (Technical) SEO, Content Marketing, and inbound content strategies.

oOngoing: Constantly A/B testing, trouble-shooting and optimizing landing pages, emails and PPC ads for higher quality scores page load speed, and improved conversion rate, reducing the CPC by nearly 50%. Optimized Google Ads to shrink Cost-per-Conversion by 35%.

oStarted Agile Project Management for special Marketing and IT projects requiring small iterations.

OFFLINE MARKETING: Jingle, Direct Mail, Signage, Referral Program, first Broadcast and Streaming Television Commercials, Sponsorships, Community Outreach, Company Events, Employee Recognition and Retention.

oCreated all Marketing Materials, print and digital.

oListening to and scrutinizing Call Center recordings for training and research purposes. Revised phone tree and scripting, 80% close rate in Call Center.

IN-DEPTH REPORTING: Strong in all data analysis and data visualization tools. Reporting on KPIs weekly, monthly, annually, including sessions, bounce rates, conversions and conversion rates, lead counts and sources, lead nurturing/conversions, ROI analysis, campaigns, call volume, winning keywords, social engagement, Facebook (B2C) and LinkedIn (B2B) marketing, enabling data-driven marketing decisions.

UX RESEARCH: pain points (drop out problems), flow/funnel analysis and optimization, heat mapping,

PREFERRED TOOLS: Certified in Google Analytics. Dashboarding, call tracking, OPTIMIZATION FOR CONVERSIONS. Marketo, Microsoft Excel (SME), Power BI, Dreamweaver, Adobe Creative Suite (all graphics, video, wire framing, storyboarding, coding, testing), PowerPoint, Outlook, Teams, Slack, Salesforce Marketing Cloud (SFMC), Litmus, SpyFu, SEMrush, Google Analytics, Google Tag Manager, etc.

ROLE: Digital Marketing/Email Marketing Manager

Electric Mirror, LLC. – www.ElectricMirror.com

Everett, WA

December 2016 – October 2017

SUMMARY: Managed All Website Development and Digital Marketing Projects and Campaigns, including Marketing Automation (with SalesForce & Pardot), Lead Generation, Email Marketing, Inbound Marketing and Social Media Marketing, Website Re-design and Development, Landing Pages, A/B testing, etc. for the manufacturer. Focused on improving our universal Customer Experience to exceed/anticipate visitor expectations and provide the optimal web visitors’ User Experience. Promoted to SharePoint Administrator.

SITE DEVELOPMENT, RE-DEVELOPMENT: Developed, managed, maintained company web pages in-house, SharePoint intranet (Admin), SEO landing pages, email landing pages, PPC landing pages and microsites; Created AMP pages and updated site with AMP scripting/tags. Planned, A/B tested, implemented and improved corporate landing page UX to improve conversion rates: new UX conversion rates jumped 30%. Improved processes for lead nurturing and conversion tracking, trained/educated all stakeholders. Researched and proposed revisions to architecture to optimize funnels, improved multiple KPI.

SOCIAL MEDIA MARKETING: Created a Publishing Calendar, wrote and developed all content and graphics, developed program of scheduled posts, promoted product launches, promoted customer projects, engaged customers during events, held lead generation contests and campaigns. Premium posts on Facebook, LinkedIn and Twitter. End-to-end Social Media Marketing Management. Dashboarding and reporting ROI and leads.

Improved EMAIL MARKETING to database of 750,000 (and growing), start-to-finish Email Marketing Campaigns: built target personas and stories, pulled lists (SQL querying) with matching attributes, designed engaging graphics, A/B tested and optimized layout, messaging & subjects improving Open Rate, CTR and conversions, reported KPI/ ROI. Revised existing drip campaigns (adjusting timing, logic, adding personalized content with logic) and set up/created new drip campaigns for all new products, both B2B and B2C.

SME for Salesforce Marketing Cloud Marketing Automation. Built responsive email templates, troubleshooting any glitches or formatting issues, tested cross-platform compatibility with Litmus. set up CRM dashboards for KPIs, reported on Salesforce Marketing Cloud.

MARKETING AUTOMATION: SalesForce SFMC, taught all teammates some specific/fundamental uses of SalesForce, SFMC and Pardot to pull reports for specific KPI, pull targeted lists, set goals and events, and nurture leads. Set up Lead Generation forms (Gravity Forms) that integrated directly with SFMC, automated entering the lead queue for grading and triggering events when appropriate.

MANAGEMENT & PROJECT/CAMPAIGN MANAGEMENT: Cross-team collaboration [content developers, a graphic designer, product manager, R&D, SalesForce admins] to create B2B (80%) and B2C (20%) digital campaigns for all channels. Worked with HR to list, interview, hire for positions on growing team.

CONTENT MARKETING: Wrote original copy, developed whitepapers, created ads, wrote posts in blogs, Facebook, Twitter, LinkedIn, Instagram. Organic content (brought in leads without PPC). Initiated the content calendar; prepared Social, Email and Content campaigns ahead of time for automated launch times. Keyword research and SEO optimization of content, trending topics; managed team with writer and graphic designer.

COLLABORATION: Led and participated in cross-department and cross-team collaboration with Product Marketing, Engineering, Content Marketing, Graphic Design, Research and Development, and Production for all PRODUCT LAUNCHES and to create SEO-supportive content (landing pages, blog posts, social posts, content clusters) for all new products. Collaboration and tracking via Slack.

Provided ANALYSIS of PPC and email campaign data; spearheaded data hygiene for marketing automation; Google Analytics Certified.

ROLE: Web Manager, Digital Marketing

Western Colorado University – www.western.edu

Gunnison, CO

June 2013 – December 2016

SUMMARY: Led digital team to increase applications by 30%. Manager, Team leader, Project Manager for web development projects, software application projects, Managed, maintained and developed university websites, content strategy, and all digital marketing efforts. Marketing Materials, Content Marketing, Social Media Marketing, SEO, PPC, Email Marketing, Programmatic Marketing. Worked closely with Director of IT to gain buy-in for new web technologies across large number of stakeholders. Served on Procurement Panel.

WEB DEV: Project Manager for development of new brand and new university website, facilitated data migration from old site (equivalent of 20,000 pages, 300 staff/SMEs content, 80 areas of study, plus Admissions/Application Funnel).

CONTENT MARKETING: Wrote strategic copy (focused on targeted keywords found in SEM/SEO keyword research), created landing pages and created content for email campaigns, inbound marketing and SEO;

EMAIL MARKETING: Built target personas, SQL queried and built lists with attributes that matched our target persona; Pushed out campaigns with multiple stakeholders (requiring personalization, logic and collaboration with remote teammates/stakeholders, achieving multiple department approval).

SOCIAL MEDIA MARKETING: Spearheaded in-house Social Media Marketing program on Twitter, Instagram, Facebook and Linkedin. Cross-channel and multi-account management. Created and embodied the brand voice. Curated content from all departments and projects. Created Publishing Calendar.

PROJECT MANAGEMENT: Assembled and led cross-division teams for various online and offline projects (Department-specific printed and digital brochures, campus tour, recruiting events, web content optimization, PPC campaigns, etc.) Example: http://webapps.western.edu/virtualtour/

MARKETING AUTOMATION Manager for all Digital Marketing. Collaborated on procurement, setup and implementation of new CRM system [first Marketo (1. 5 years), then to Higher Education-specific solution built on SFDC platform].

REPORTING: Started custom dashboarding for stakeholders, analyzing, tracking and daily/weekly reporting ROI, all KPI and PPC campaigns with Excel and PowerBI.

ACCESSIBILITY AND SEO: Led the Accessibility Initiative for all university websites; revised technical SEO with proven results; applied site governance (QA, SEO, Accessibility, Policy) with SiteImprove;

OTHER DIGITAL PROJECTS & AUTOMATION ACHIEVEMENTS: 30% increase in submitted applications! UX design and testing, A/B testing, heat-mapping, usability testing. Set up marketing automation with HubSpot, set up Marketo (1.5 years), HootSuite, set up Hobson’s Radius (a SalesForce-based platform) administrator, Pardot Administrator; stretched very limited marketing budget and increased all major KPIs. Updated SEO to support PPC campaigns to improve CTR, quality score and conversion rates.

OTHER RELEVANT EXPERIENCE

(1)Web Developer/Email Marketing/e-Commerce, Online catalog sales, SEO

MESA Distributors, Inc. – www.MesaDist.com, www.MesaSupplies.com

Fort Worth, TX; October 2012 – April 2013

(2)Digital Marketing and Web Development Consultant

Webvixn Internet Solutions – www.webvixn.com (old site now)

San Diego and San Francisco Bay Area, CA; January 2002 – October 2012

(3)Internet Marketing Manager, Marketing Manager

Crested Butte Mountain Resort

Crested Butte, CO; February 1999 – June 2002

(4)Various Marketing Roles: Lexus, Toyota, Rock Concert Lighting, Real Estate, Travel, Ski Resorts

SKILLS AND TOOLS:

Deep knowledge of many Content Management Systems (CMS): WordPress, Drupal, ShareP0int, AEM, Joomla, etc.

Extensive Teaching, Software Training experience for all levels of internal customers, from non-technical rookie to seasoned professional. Both in classroom and via webinars with WebEx and other webinar platforms.

Marketing Automation Tools: Sales Force Marketing Cloud (SFMC), Pardot, Marketo, HubSpot, Hobson’s Radius, SFDC, etc.

Expert with CAN-SPAM rules and Email Marketing best practices. Expert on creating and testing message deliverability and cross-platform compatibility.

Acted as internal support hub for company-wide non-technical Web Editors, CMS users and Software Users (Drupal, WordPress, ColdFusion, Joomla, MS Excel Fundamentals, Photoshop Basics, MS Project, etc.).

CRM Admin: Create user roles and permissions, handle all user administration, support users with technical help.

Project Management: multiple projects and teams, Remote Team Management, Cross-departmental team creation and development, using Microsoft Project, Basecamp, Tick, Slack, Skype for Business, Trello.

A/B testing for UX and Funnel Optimization, Page Load Speed, Landing Pages, Site UX Design.

A/B testing and revision of messaging in emails and user flow.

Dashboarding, Analyzing and Reporting KPI –traffic (visits, quality of visitors, clicks, engagements, conversions), funnel optimization and effectiveness, revenue by source, ROI, top landing pages, quality scores of PPC campaigns.

Digital Content: SEO-driven content creation, UX writing, editing, copy writing for funnel and lead nurturing.

Offline Content: Copy Writing and Editing for email, print, content strategy, optimization, marketing.

Creating department and company-wide Processes and Policies: documentation and education.

Web and Marketing Analytics with Google Analytics, Adobe Analytics, Excel, PowerBI.

Languages: HTML, CSS, XML, ColdFusion, PHP, JavaScript, some SQL, Some Python, French.

Expertise (10+ years of experience) in Marketing Automation & CRM tools (Marketo, Hobson’s Radius, Hootsuite, Pardot, HubSpot).

Site Governance, Quality Assurance, Accessibility, Analytics: SiteImprove, GA, GTM.

Data Analysis & Data Visualization: Excel, Power BI, etc.; Representing KPI visually for internal communications and reporting to C-level leadership.

Adobe Creative Cloud (Photoshop, Illustrator, Dreamweaver, PremierPro, AE, FW, InDesign, etc.), web and print graphic design.

Direct Targeted Marketing and Promotions: lead generation, nurturing, segmentation, targeted on- and off-line, tracking, reporting.

Social Media Marketing (LinkedIn, FB, Twitter, Instagram, etc.) Editorial Calendar Management, Hootsuite automation, TweetDeck. Facebook “LookAlike” ads, promotions, analytics.

Search Engine Optimization & Marketing (SEO and SEM).

Competitive analysis, SpyFu keyword research, SEMrush PPC optimization.

Google Analytics Certified, Google Webmaster Tools, Google Tag Manager, Local, Remarketing, PPC.

Eyes set on learning more about AI and Machine Learning, and how they affect Digital Marketing.

Team Leadership: love to work with millennials and young talent, passionate about helping my employees grow in knowledge and fulfillment while having fun and crafting their own career paths.

Managed teams for PR/Communications, Graphic Design, Social Media, Brand Management, Search Engine Marketing, SEO, Email Marketing, Asset Production (videos, photos, imagery, podcasts, drone footage, field photography, product photography, animation, printed marketing materials).

Always enthusiastic and striving to learn new ways to make myself a more productive, encouraging, and efficient manager, team player and communicator.

RECENT PROFESSIONAL ACHIEVEMENTS:

Led first in-house Email Marketing efforts at Western: more than 8 million emails, 150 campaigns; segmented, targeted, automated list (purchased and organic).

Revitalized in-house Email Marketing campaigns at Eastside Exterminators and Electric Mirror.

End-to-end Email campaign creation including imagery, messaging, responsive template building, list sourcing and building, with CRM tools

Personally developed high-speed, high-conversion, UX-focused company websites to handle a variety of sales paths and funnels.

Led Projects (Project Management) for several successful, enterprise-level web development projects, including site builds, re-designs, web apps, mobile apps, integrations with CRM, etc.

Managed Remote Teams (both internal staff and vendors) to accomplish multiple projects within deadlines and budgets.

Trained and evaluated 100+ web editors on SEO and Accessibility tricks, techniques and best practices.

Led development and launch of new, UX-focused, responsive, mobile-friendly websites and web projects, including https://western.edu, https://www.western.edu/admissions-office/experience-western#, https://electricmirror.com, https://eastsideexterminators.com, https://cange.com, and many more!

Increased ROI on PPC campaigns by 40% using long-tail keywords.

Increased traffic, decreased Bounce Rate, increased Conversion Rate on “Apply,” “Request Information” and “Visit” pages 22% by focusing on CX, improving UX design and re-vamping SEO.

Created targeted “sticky” and “evergreen” content to support successful SEO, PPC and Inbound Marketing efforts.

Improved lead acquisition and conversion rates with UX A/B testing, heat-mapping, SEO, content development and marketing, lead nurturing.

Improved Search Engine Ranking (SERP), Advanced Google Analytics (Certified), data junkie.

Trained, managed and supported 80+ Web Ambassadors: distributed authorship platform – taught editing, best practices for SEO, UX, CX and accessibility, official style guide. PPC Keyword research and strategy with SpyFu and SEMRush.

Upgraded site by creating focused AMP pages and AMP scripting to support/improve Google mobile search.

Constantly innovating with latest web technologies including new CRM (SalesForce, Hobson’s),

responsive and mobile-first emails, A/B testing, marketing automation, SEO, e-commerce.

EDUCATION:

BA in Economics, Minor in Math (28 credits), English (34 credits), The University of Texas, Austin

Upper Division GPA: 3. 7

Dean’s Honor List: Ampla Cum Laude, Cum Laude Ampla et Magna;

Doctoral Program in Economics, Southern Methodist University

(one year, then switched to Marketing)

MAEd Master of Arts in Education Program – 30 credit hours out of 34, University of Phoenix

ACTIVITIES, ACCOLADES and MEMBERSHIPS:

National Merit Scholar; Near perfect GRE score!

Honor Roll: University of Texas –Suma Cum Laude, Cum Laude Ampla et Magna.

Volunteer horse handler at Little Bit Therapeutic Riding Center, Redmond, WA;

Volunteer High School Ministries Assistant with Timberlake Church

Member: Interaction Design Foundation (Web UX Design, Design Thinking)

Member: Higher Education Web Professionals;

Member: American Marketing Association;

Member: Digital Marketing Association;

Member: Classic Yacht Association;

Member: Jack Russell Terrier Club of America;

Member: Eastlake High School PTSA, Board; Lake Washington School District – Curriculum and Education Committee;

Friends of the Library, King County, WA;

Previous Crested Butte Center for the Arts Board of Directors;

4 years as Community Mardi Gras Celebration Committee Chair;

Favorite pastimes include equestrian sports, sailing, camping, motorcycle riding, hiking, fishing, biking, skiing, family beach trips, blogging/Marketing forums; volunteering and Tutoring.

REFERENCES:

BRIAN BARKER

Director of Marketing, Colorado Mountain College

Former Director of Marketing & Communications,

Western State Colorado University (direct supervisor)

adq9oc@r.postjobfree.com

970-***-****

DR. DAVID J. ROTHMAN

Director of the Graduate Program in Creative Writing,

Western State Colorado University (internal client/associate)

adq9oc@r.postjobfree.com

970-***-****

SUSAN GELLERT

Co-founder and Managing Partner at Blaze Associates

Former Director of Marketing at CBMR (direct supervisor)

adq9oc@r.postjobfree.com

917-***-****

SHARON ROEBUCK

Chief Operations Officer

Eastside Exterminators (direct supervisor)

adq9oc@r.postjobfree.com

425-***-****

DEANNA TOWNSEND

President/Co-Owner

Eastside Exterminators (one level above supervisor)

adq9oc@r.postjobfree.com

425-***-****

ALEX ALTIZER

CEO/Co-Owner

Eastside Exterminators (one level above supervisor)

adq9oc@r.postjobfree.com

425-***-****

RECOMMENDATIONS:

Please feel free to peruse my LinkedIn Profile and Recommendations

https://www.linkedin.com/in/webvixn#recommendations

SOCIAL MEDIA:

http://twitter.com/webvixn

https://facebook.com/cyndi.m.smith

http://linkedin.com/in/webvixn



Contact this candidate