AEM certified, accomplished, and resourceful Executive Management Digital Marketing Professional with several years of experience developing and implementing digital marketing and advertising campaigns and demonstrated success managing teams of content marketers and creatives, both in-house and freelance, to get results. I am a data-driven marketer who is a creative thinker, motivated, self-starter with the ability to understand complex data and analytics concepts. Specializes in utilizing best practices and out-of-the box thinking to reach target audiences. Proven success with building, maintaining, and optimizing user-friendly websites while ensuring optimal site and web form security. Dynamic leadership style, entrepreneurial spirit, and passion for driving results. Offering a comprehensive background in copywriting, communications, marketing and content strategy, content management systems and social media, with ability to jump from the creative side of marketing to analytical side and able to demonstrate analytically sound ideas.

 

Professional Work History

Associate Director Digital Marketing

United HealthCare 2022 - Current

• Partner cross functionally and inspire, lead, train and mentor downstream marketing team

• Oversee day-to-day operations with Marketing, Sales, IT and external vendors, working collaborative across the organization to maximize results

• Identify, outline, plan and promote opportunities for site improvements through technology and new features for the website/CMS

• Oversight of paid media and advertising vehicles to maximize ROI

• Establish proper analytics capabilities across the enterprise and determine digital content and inbound marketing KPIs, reporting results regularly to key executives and develop testing plans

• Inspire, build, and lead a strong team by coaching and developing existing team members

• Foster a collaborative and innovative team culture, promoting knowledge sharing and continuous learning

 

Web Ops Manager

ISACA 2021 - 2022

• Lead the Content Migration System and Digital Asset Manager migration project

• Lead content migration process to ensure content is audited and migrated correctly

• Align with external vendors as well as internal stakeholders to manage project schedules, training, workflows, budget, and deadlines

• Determine and use KPIs, communication and business metrics to measure effectiveness and make recommendations to improve/optimize

• Partner with leaders, content strategy, design/UX and IS to continually evolve our content development and publishing approach and procedures

• Developing a high performing team by providing feedback, performance reviews and development opportunities to employees

 

Digital Marketing Manager

DeVryWORKS 2017 – 2021

• Lead all digital marketing initiatives including website optimization, UX, social media marketing, content marketing, and landing page development conforming to best practices around modern page layout design

• Spearhead the overall redesign, traffic, and conversion of B2B and B2C websites, developing backend-tracking URLs to measure campaign results and determine ROI

• Partner with stakeholders and business partners for new RFPs and vendor evaluations

• Work closely with creative and marketing teams to develop digital creative for online and media 

• Responsible for analyzing website user behavior utilizing web analytics and marketing data to create hypothesis and tests to enhance traffic and conversion

• Utilize third-party tools such as UserTesting and CrazyEgg to formulate A/B and multivariate testing strategies and optimization opportunities

• Document and communicate results and recommendations of all initiatives and A/B tests to stakeholders and leadership on weekly basis

• Attend regular IT meetings and collaborating cross functionally to assess application requirements, as well as reporting and tracking of projects

• Utilize web analytics (Google and Adobe) to measure site performance; recommend and implement effective solutions to enhance performance

• Streamline operational efficiencies by collaborating with in-house creative team as well as outside agencies to develop/implement comprehensive content strategy based on business objectives and audience needs

• Work cross-functionally across business units to help them identify testing needs and areas for improvement

 

Digital Marketing Strategist/Content Manager

Career Education Corporation 2016 – 2017

• Created new web pages and updated existing web pages/information materials on American Intercontinental University website using SiteCore

• Developed a specific tone and style for the content based on usage pattern analysis on online social media

• Led development and implementation of SEO departmental SOP, Tactics, & KPI's to optimize web content

• Created strategic plan and execution for website content, templates, digital assets, and mobile app

• Collaborated with multidisciplinary teams (e.g., admissions, student development, brand, creative, user experience and IT) to define client needs

• Performed in-depth internal content audit with analysis of existing intranet and knowledge base content to provide strategic content management recommendations to key executives for redesign project

• Increased optimization by conducting A/B testing utilizing Optimizely for new and existing initiatives

• Utilized consumer insights to write copy for programs and promotions for university websites that increased business growth

 

Digital Marketing Project Manager

DeVry Education Group 2015 – 2016

• Managed projects, plan and coordinated details of design, content, and development by working closely with Digital Marketing team, Program Marketing teams, and IT development team to ensure on time and on budget delivery

• Acted as liaison between business partners and technical teams to identify needs, define best solutions, and manage project milestones/deliverables

• Facilitated sprint planning, daily standups, updates, and sprint reviews/retrospectives meetings

• Enhanced proficiencies by monitoring testing and site performance in conjunction with the UX team

• Updated and built web pages

• Increased brand awareness by ensuring brand consistency (messaging/imagery/graphics) within digital channels

• Provided exceptional clients relations support with clear communication and timely projects status updates

 

Digital Marketing Specialist

The Chamberlain Group 2014 – 2015

• Led the company in the redesign of LiftMaster consumer web and the implementation of Kentico platform for LiftMaster

• Maintained business facing and consumer websites using Kentico and Microsoft content management systems

• Increased revenue by researching and expanding product line to website and implementing extensive organic Search Engine Optimization (SEO)

• Partnered with web development teams to enhance functionality, user experience, and online brand positioning

• Sustained an optimal sender score on two IPs, enhancing inbox delivery and corresponding metrics while significantly improving delivery metrics.

• Actively wrote copy for products, promotions, landing pages, and social media, ensuring effectiveness/accuracy

• Served as the Asset Manager of landing pages and website updates, ensuring optimization of engagements

 

Sr. Copywriter and Web Content Specialist

In The Swim 2012 - 2014

• Spearheaded the web platform migration to SAP Hybris for e-commerce websites

• Developed strategy, website designs, asset management for three websites along with analytics

• Produced content development for multiple site deployment (Product Descriptions, SEO content, Articles, and Blogs) based on research and best practices

• Collaborated with Marketing team to determine the conceptual and copy direction of branding/advertising initiatives

• Directed the organization of company blogs and related resources, increasing website traffic

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Web Content Writer/Marketing Specialist

Vire Technologies 2006 - 2012

• Managed a team of four freelance content contributors, ensuring accurate and quality content

• Successfully project managed multi-projects, ensuring timelines, milestones and internal details on project were delivered ahead of deadline.

• Consulted with subject matter experts and Web designers on the design and creation of interactive content

• Retained clients to build brand awareness and generate leads while managing internal and external online marketing campaigns and programs

• Developed and maintained content for the company's internal and external website, creating tracking URLs to measure results and determine ROI

• Improved operational efficiencies by managing the storage and use of multi-media content (e.g., images, animations, music, and video)

 

 Certifications:

• CMS - Certified in Adobe Experience Manager (AEM)

• HubSpot - Certified in social media and content marketing

• Web Analytics - Certified in Adobe and Google Analytics

• Optimization and Testing - Certified in Adobe Target

 

Education:

• Professional Certificate in Digital Marketing - Northwestern Kellogg School of Management

• University of Phoenix - Master’s in organizational management

• Kinnaird College - Bachelor’s in English