Social Media Project Management

LORI R. GILLEN

**** ********** *****, *******, ** 75454

806-***-****/ **********@*****.***/ https://www.linkedin.com/in/lorirgillen/ LORI R. GILLEN Page 1

Key Accomplishments

• AI Early Adopter - adept at using AI for research, branding, customer analysis, media planning

• Gained over 100% more conversions, less money, lower CPA. Increased lead conversion metrics over 90% with optimized AdWords campaign.

• Lowered CPA from over $130 - $250 CPA to $90 - $45 CPA

• Dropped CPA from $338 to $50 - $75 CPA in Google AdWords

• Reputation Management – increased online reputation from previous vendor to new vendor – increased reviews by 116% and increased overall Google Review rating to 4.8 LORI R. GILLEN

1608 Grandberry Drive, Melissa, TX 75454

806-***-****/ **********@*****.***/ https://www.linkedin.com/in/lorirgillen/ LORI R. GILLEN Page 2

Where I’ve Worked

Freelance Marketing Consultant – Hello, Nanny! January 2025

• Strategy Development: Designed marketing strategies to drive sign up of families for Hello,

• Nanny! services through website, with additional strategy for social media

• HubSpot Management: Data clean-up and development of automation flows for drip,

• nurture and retention email campaigns

• SEO: Advised on strategy to optimize content/website for search engines, including

• audience research and segmentation

• Content Development: Collaborate with the copywriter and content development team to

• create compelling marketing content that resonates with our audience.

• Partnerships: Identified and advised strategic collaborations Hawke Media (Agency) (May 2023 - July 2024)

Account Director & Digital Strategist

• Strategy & Relationship Management: The Getty, Natural History Museum, SoftFrame Designs,

• LoveHandle, The Getty Store, Kevin’s Catalog

• Leading Teams: Lead all client facing calls with cross teams

• Project Management: Coordinate cross channel initiatives to ensure work is completed on time

• to support the overall strategy

• Responsible for development of growth strategies for clients and the oversight of their

• execution.

• Craft reporting that efficiently communicates a clear picture of performance and creates

• strategic recommendations to clients based on the findings. Identify KPIs, set targets,

• continuously monitor, and measure digital strategy effectiveness, and regularly deliver analysis

• and insights to key stakeholders.

• Create and guide near and long term digital media buying strategies that are direct response performance marketing focused

Medix Infusion March 2022 – April 2023

Role: Marketing Manager

• Lead, Manage and provide strategic support to Sales team for lead development and

• management, worked directly with Sales management

• Launched Listings, Pages products from Yext, strategy to optimize map pack, organic results in

• Google; Reputation Management – developed strategy; launch reputation management with Yext product

• From concept through go-live worked with graphic designer and WordPress developer to launch

• new website focused on referrals and providers, added value for patients. Wrote all copy and

• managed project timeline, look and feel, QA and launch of site including UI/UX, reporting,

• functionality

• Monitor and improve marketing insights including SEO; analytics reporting and optimization of

• campaigns

Cheaper Than Dirt August 2021 – March 2022

Role: SEO Manager

• Plan, develop and implement SEO strategy, optimize results for key products and target

• personas, drive business to product landing pages, Identify buyer persona to better target

• identified audiences

LORI R. GILLEN

1608 Grandberry Drive, Melissa, TX 75454

806-***-****/ **********@*****.***/ https://www.linkedin.com/in/lorirgillen/ LORI R. GILLEN Page 3

• Balance and identify organic search opportunities with ROI maximization for spend

• Regularly perform thorough keywords research; SEMRush, Identify key SEO KPIs across website

• and cornerstone products, monitor redirects, click rate, bounce rate, and other analytic KPIs;

• weekly and monthly reporting

• Worked with UX website manager for improvements in website UX for purchase path

• optimization

Digital Strategy Director - Contract and Consultant July 2020 – August 2021

• SEO, Growth, PPC, Analytics, Email, Project Management)

• Build Digital Marketing Roadmap; Develop, implement and advise quarterly and annual

• digital marketing and communications strategy

• Google AdWords campaign strategy - search, keywords, audience, conversions, goals, etc.

• Manage and improve online content, SEO/Google Analytics, and reporting with KPI

• Measurement & Analytics of both earned, paid, PPC, SEO and other media

• Lead the Marketing team in social media and websites (client websites, Twitter, Facebook,

• Instagram, LinkedIn, etc.)

• Copywriting & Editing for both print and Web - website, blog, brochures, and newsletter

• Develop, maintain, and implement a digital content strategy

• Develop strategy, content/conversion metrics for Email, drip, remarketing, social, push and other campaigns, etc.

RumbleOn 04/2020 – 07/2020

Role: Digital Marketing Director

• Google Ads campaigns. Gained over 100% more conversions, less money, lower CPA.

• Increased lead conversion metrics over 90% with optimized AdWords campaign.

• Ad Spend Management/Daily Spend Tracking – AdWords $5K per day up to over $100K per day

• Daily optimization required on running campaigns, lead generation, and CPL. Lowered CPA

• from over $130 - $250 CPA to $90 - $45 CPA

Healthcare Associates of Texas 1/14/2019 – 3/15/2020 Role: Marketing Director - Growth Strategy/Marketing

• SEO/SEM, PPC and lead generation strategies/execution – dropped CPA from $338 to $50 -

• $75 CPA in Google AdWords

• With WordStream, re-tooled all campaigns and optimized metrics for a successful AdWords

• strategy that increased conversions by over 100%

• Reputation Management – increased online reputation from previous vendor to new vendor

– increased reviews by 116% and increased overall Google Review rating to 4.8 AT&T (Contract) 05/2017 – 11/2018

• Brand Manager – Strategy & Naming and Verbal Team/IT Vendor Management

• Worked with internal ATO technology group for technology products and services for the

• Business team including smart cities, cloud computing, 5G, IOT, Managed Services Brierley & Partners, Plano, TX (Contract) 04/2016 – 01/2017

• Marketing Manager, Client Services / Client: Chevron – Loyalty Program

• Client & Brand Management + Strategy: Provided strategic insight to clients on best

• practices for data-centric marketing strategies in all areas of loyalty marketing and CRM

• including communication strategy, user experience, effective use of promotions and

• campaign execution – omni-channel including direct mail, email, SMS, social media, mobile /app, IOT, beacons

LORI R. GILLEN

1608 Grandberry Drive, Melissa, TX 75454

806-***-****/ **********@*****.***/ https://www.linkedin.com/in/lorirgillen/ LORI R. GILLEN Page 4

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