Communications Marketing Strategist

Andrew J. Smith *************@*****.*** • 703-***-****

Communications Marketing Specialist Linkedin.com/in/andrew-smith23

Arlington, VA

Summary

Versatile communications and marketing professional that has been instrumental in executing various marketing initiatives across channels like email, website, and social media. Making contributions that have enhanced campaign effectiveness, maintained brand consistency, and facilitated cross-functional project delivery. Notable expertise in digital marketing includes adapting strategies, crafting compelling copy, and achieving impressive email open and click-through rates. In addition to data analysis skills to inform strategies, optimizing for retention, engagement, and strategic decision-making within the marketing team.

Certifications and Skills

-Atlassian Agile Project Management Certificate

-HTML Essential Training Certificate

-Hootsuite Platform Certificate

-Hootsuite Social Marketing Certificate

-Career Essential in Generative AI Certificate

-Build Your Drupal Skills Certificate

-Salesforce/Pardot

-Azure DevOps (ADO)

-WorkFront

-HTML

-Adobe Creative Cloud

-Google Ad Manager

-ClickUp

Professional Experience

Navy Federal Credit Union, Vienna, Va. June 2024 – May 2025

Brand & Product Marketing Strategist I

Led the execution of holistic marketing campaigns, supporting lead product owners in delivering data-driven strategies that engage members, drive adoption, and maximize business impact. Translated business and product strategy into actionable user stories and campaign briefs, integrating member insights, cross-channel targeting, and intelligent segmentation to optimize engagement.

Product Marketing

CashRewards Secured Credit Card Product Launch: Led and conducted strategic planning meetings and a comprehensive audit with key stakeholders, led the creation and deployment of all marketing materials as well as collaborated with internal and external stakeholders to ensure product deadlines and timelines were met

CashRewards/CashRewards Plus Credit Card Product Launch: Contributed to the successful launch of Navy Federal CashRewards Plus Credit Card, in addition, contributed to the successful migrations of existing members

Credit Card Balance Transfer: Contributed to the successful deployment and launch of Navy Federal 0% Intro APR campaign across various marketing channels (Emails, Direct Mail, Social, In-Branch)

Strategic Marketing and Data Analysis

Prepared reports and insights to present to senior leadership for high-level decision-making strategies, including compiling findings into digestible presentations and key briefing materials

Applied internal and external marketing insights, data-driven strategy, and enterprise goals to guide and evolve both campaigns and initiatives to drive result

Cross collaborated and partnered with internal stakeholders—including Compliance teams, Business Units, and multiple other value streams—to ensure seamless campaign execution and alignment with regulatory standards

Email/Production Marketing

Accurately identified member segmentations and deployment of emails and direct mail to approx... 5 million Navy Federal members across ITA, Preapproval, and Evergreen segmentations that resulted in approx. 500k new applications and 200k new accounts

American Retirement Association, Arlington, VA. August 2023 – April 2024

Marketing Coordinator (Email and Event Marketing)

Assisted in the implementation and execution of multiple marketing initiatives and products across various channels including but not limited to email, website, and social media. Helped to maintain a consistent brand identity across all marketing materials and channels. Enhanced overall campaign effectiveness, while contributing to the development of industry best practices and standard operating procedures for creations and design.

Campaign Implementation: Assisted in executing marketing campaigns across multiple channels, including email, website, and social media.

Agile Strategy: Adapted marketing strategies to respond effectively to changing market dynamics

Monitored Marketing Results: Tracked the outcomes of marketing efforts and promptly reported successes or areas for improvement to the Director of Marketing

Strategic Support: Assisted the Director of Marketing in developing and evaluating marketing strategies by analyzing sales forecasts, updating calendars, and organizing promotional presentations

Brand Consistency: Played a key role in maintaining a consistent brand identity across all marketing materials and channels

Sales Support Materials: Ensured that all sales support resources were accurate and up-to-date. Coordinating the creation of new materials as necessary

Baker Tilly US, Tysons Corner, VA. June 2022 – June 2023

Marketing Associate (Email Marketing)

Developed, coordinated, and executed multiple marketing tactics and initiatives in alignment with strategic marketing plans and growth objectives. Conducted in-depth research to identify and evaluate digital trends, subsequently integrating these insights into marketing strategies. Successfully managed both web and email assignments using Clickup, Salesforce/Pardot. Responsibilities and duties included:

Email Campaign Management: Drafted and deployed HTML-templated emails to predetermined lists within Salesforce Marketing Cloud. These emails were strategically designed to engage our target audience, improve open rates, and enhance click-through rates

Website and Content Management: Collaborated with cross-functional teams to update the company website. This involved implementing changes, maintaining content consistency, and ensuring a seamless user experience

Brand Compliance: Ensured that all marketing efforts adhered to firm guidelines and brand standards, maintaining consistency across channels

Data Analysis and Reporting: Coordinated various marketing activities, conducted research, and delivered communications to clients and prospects

Supporting Cross-Functional Teams: Worked closely with fellow marketers within the organization, providing technical expertise and assisting with their campaigns

Corporate Fitness Works, Vienna, VA. April 2021 – June 2022

Marketing and Health Fitness Program Manager

Lead the creation, implementation and execution of annual program calendar/strategic plan. Including assisting with the development, tracking, and maintenance of assigned budgets

Responsible for design, copyright and scheduled deployment of weekly email marketing. While also creating content for social media to include educational posts, motivational messaging, and program/service promotions

Provide individualized, safe, and effective exercise programs and comprehensive member services for all fitness levels

UVA Community Credit Union, Charlottesville, VA. October 2018 - April 2021 Marketing Specialist

Managed, developed, and supported marketing campaigns to promote the organization’s mission, objectives, purpose, culture, products and services, and brand. Successfully lead the creation and implementation of UVACCU and University of Virginia cobranded Debit card and all in stadium sponsorship promotions. In addition, lobbied two bills with the Virginia State Senators by representing the UVA Credit Community Union.

Digital Marketing

Create, copyright and provide content management as needed for internal and external website pages

Responsible for design, copyright and scheduled deployment of email marketing campaigns within Documatix email platform

Responsible for designing social media graphics using Canva and Adobe Creative Cloud

Schedule and implement social media posts using Hootsuite platform

Events/Sponsorships/Community Outreach

Primary Account Executive to UVA & Virginia Sports Property (VSP) for all in-stadium and public cobranded marketing activities

Coordinated product launches and event marketing outreach activities at UVA sporting events

Volunteered, coordinated and implemented activities with the Biz Kids financial literacy for Albemarle County Public Schools

Data Analysis and Reporting

Created project management task list matrix for the marketing department to manage daily activities

Create detailed monthly social media calendar

Responsible for all inventory orders and control of in-house branded marketing material

Leverage CUPedia (UVACCU intranet) for internal marketing campaigns, company-wide announcements, or knowledge sharing

Education

Bachelor of Arts in Mass Communications, 2018

Shenandoah University, Winchester, VA

Volunteer Work

•Belmont Foundation, Volunteer/Social Media Specialist

•Gainesville-Haymarket Youth Football, Coach 8U Flag Football

Marketing Strategy, Digital Marketing, Market Research, Competitive Analysis, Brand Management, Customer Insights, Data Analytics, SEO, SEM, Social Media Marketing, Content Strategy, Growth Marketing, Product Positioning, Demand Generation, Marketing Campaigns, Business Development, Strategic Planning, Influencer Marketing, Performance Metrics, Customer Acquisitions, Project Management, Optimized, Strategized, Implemented, Analyzed Developed, Executed, Innovated, Collaborated, Enhanced, Salesforce, Pardot

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