Surayyah I - Senior Director Marketing, AICPA

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Work Background

AICPASr. Director, Marketing

Nov. 2019Durham, NCServes on Marketing Leadership Team, responsible for strategic development and implementing integrated, multichannel initiatives across online resources globally. Own the holistic digital strategies, journeys, and GTM experience position across full audience funnel. Develop strategies and tactics to increase brand & portfolio exposure, drive on-line sales, improve UX, generate new leads; Manage Agile/scrum team of Product Owners and enable sales teams to build relationships with potential new customers. Drive customer-centric mindset and conversion, utilizing strategic objectives to engage with professionals in Finance & STEM adjacent industries.

Reynolds American, Inc.Sr. Manager- Brand Strategy, Consumer Marketing, ECommerce

May. 2015 - Nov. 2019Drive commercialization GTM strategies across marketing channels to communicate brand proposition and effectively position products in competitive market. Develop eCommerce and customer-first solutions to deliver performance and meet revenue objectives. Lead audience volume and revenue growth initiatives, utilizing integrative campaigns. Cross-functional team and external agency & vendor management with multi-million dollar budget accountability.

Kayser-Roth CorporationSr. Manager/Director, Digital Marketing+ECommerce

Nov. 2013 - May. 2015Greensboro/Winston-Salem, North Carolina AreaDeveloped and implemented digital & eCommerce strategies and for HUE and No nonsense fashion brands. Managed budget forecasts and product assortments for eCommerce business. Ushered in new Ecommerce Platform (ECP) brand sites to increase YOY revenue in B2C and B2B environment. Managed external agencies and vendor relationships to research, test, and optimize campaigns across channels (SEO/SEM, social, email, etc.). Manage team resource needs and ensure upskilling to meet long term objectives. -Promoted from Sr. Manager to Director role within tenure -Product & SKU Management for Multi-brand ECommerce Websites -SEO Management and Optimization -Strategic Marketing Analysis and New Process Implementations -Development of Digital Marketing Plans and Creative Strategies -Coordination with external vendor services to promote effectiveness and increase digital revenue