RITA SHELLEY

**** ********* **** ******, #***. • Ann Arbor, MI, 48103 • 734-***-**** • adykfz@r.postjobfree.com

experience

08.2021 - 08.2023 build/create studios Ann Arbor, MI

Marketing Manager and Account Executive

●Managed the marketing department

●Identified new opportunities for growth in the Advanced Manufacturing and Technology verticals by developing new strategic plans and attending trade shows

●Optimized PPC/SEM campaigns across all channels for the company and its clients

●Executed paid and earned digital media strategy for new and existing clients

01.2018 - 08.2021 Fierce Digital, LLC Ann Arbor, MI

Strategy Consultant

●Identify opportunities through industry and competitive analysis and build a channel strategy Develop, plan and execute digital sales strategy for B2B and B2C clients

●Grow client accounts through search engine optimization (SEO) and communications, organic and paid social media engagement and optimized user experience (UX) throughout the digital funnel

●Set client relevant KPIs, analyze results and continuously improve targeting, cost per acquisition and return on investment

03.2020 - 08.2021 Cheeky Spices (key account of Fierce Digital) Ann Arbor, MI

VP of Marketing

●Conceptualized, developed and implemented the project of allergen-free spice blends

●Introduced product to market through partnerships with local and national retailers

●Executed company's vision via actionable, quantitative plans ensuring acquisition goals and KPIs were achieved

●Identified new opportunities for incremental sales through all channels by developing new strategic plans as well as execution excellence

●Optimized PPC/SEM campaigns across all channels

●Executed paid and earned digital media strategy to drive new customer growth and acquisition

●Utilized partner networks to drive acquisition

10.2019 - 03.2020 Yoga International (key account of Fierce Digital) Honesdale, PA

VP of Marketing

●Led the marketing department

●Executed company's vision via actionable, quantitative plans ensuring acquisition goals and KPIs were achieved

●Identified new opportunities for incremental sales through all channels by developing new strategic plans as well as execution excellence

●Optimized PPC/SEM campaigns across all channels

●Diversified channel risk through growth of new and existing PPC/SEM channels

●Executed paid and earned digital media strategy to drive new customer growth and acquisition

●Utilized partner networks to drive acquisition

09.2018 - 09.2019 MedCerts, LLC (key account of Fierce Digital) Ann Arbor, MI

Senior Director of Marketing

●Led the demand generation and marketing operations strategy to meet targets

●Forecast yearly targets, set goals and reported on funnel health and action items

●Implemented latest industry trends, marketing tactics, technologies and approaches

●Led digital marketing efforts, defined and optimized marketing mix across all channels to meet budget and business goals and achieve top ROI

●Oversaw content marketing and lead development, marketing automation and operations functions to ensure they are working together to maximize impact

●Supported the growth of marketing/sales tech stack and instituted initiatives to drive efficiency, scale and increase conversion

●Partnered with go-to-market teams for the launch of new products and new markets

●Measured and reported on marketing initiatives and budget to demonstrate contribution to growth of the company’s business objectives

●Decreased cost per lead (CPL) by 30%, spend by 35% and cost per acquisition by 50% (CPA, CAC) while increasing profitability by 35%

04.2017 -01.2018 Shefit, Inc. (key account of Fierce Digital)

Grand Rapids,, MI

Director of Digital Strategy and Implementation

●Managed customer experience including design and aesthetics, content development, site navigation, information architecture, performance and functionality

●Developed and executed digital marketing channel strategies/tactics for content creation, paid search, search engine optimization, and social media

●Leveraged market research, user input, and data to understand user needs, discover competitive and functional gaps and identify new opportunities to create a superior user experience, drive sales and convey a consistent brand image

●Managed all aspects of web analytics related to e-commerce and communicated relevant information to team members, executive leadership and cross-functional partners

●Further defined and enhanced the e-commerce merchandising plan through strategic thinking and alignment with overall retail plan

●Set and achieved key performance indicators for sales performance and ROI.

●Prepared and maintained in-depth analysis of sales data for all web sales channels, as well as analysis of market conditions and trends

●Executed both short and long term business plans for continued sales and profit growth through prioritizing and driving forward products, site features, functionality and campaigns

01.2014 – 04.2017 Akervall Technologies, Inc. Saline, MI

Director of Marketing

●Led all marketing and branding efforts for one of the fastest growing start-ups in the U.S., overseeing a cross-functional team of six direct reports and establishing the SISU Athletic Mouth Guard as a nationally-recognized product

●Drove worldwide sales through a combination of grassroots campaigns, governing organization partnerships, athlete endorsements, and local sponsorships

●Increased online site visibility and brand awareness by analyzing and cross-referencing research data, customer heatmaps, and CRM data trends to create targeted geo-placement ads based on consumer preferences

●Designed an award-winning website using Google and Moz analytics data to research keywords and develop SEO-rich content for website copy [SISU was named the 2016 BigCommerce Design Award winner for the sports and recreation category]

●Created go-to-market strategies for expanded products, marketing the release of the SOVA night guard, Intuguard and Next-Gen SISU mouth guard

●Drove sales through Amazon Marketplace at a rate of 100% y/y for three consecutive years, implementing targeted AMS and AMG campaigns, keyword optimization, and ad strategies to increase brand visibility across the Amazon Vendor Network

●Developed and implemented a social media strategy to drive new traffic to the website and increase brand visibility across all channels [Grew facebook followers from 5K to 25K in under 3 years with 5 star rating]

●Increased customer engagement from 10% in 2013 to 20% in 2014, and 24% YTD through CRM development, establishing lead generation/nurturing workflows, post-purchase communications, and drip campaigns; maintained a 40% open rate and 20% click through rate on emails campaigns

education

Eastern Michigan University Ypsilanti, MI

Master of Business Administration, E-Commerce (2016)

Bachelor of Business Administration, Business Management (2003)

summary

Experienced growth strategist and MBA with a history of leading top-level strategy for e-commerce, digital marketing, and business development of mid-stage startup companies. Specific areas of expertise include brand development, product/market fit, go-to-market strategies.

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