Aislinn Willander - Director of Marketing, Paynada

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Work Background

PaynadaMarketing Director

Jan. 2022

Heartland Payment SystemsDirector of Digital Marketing

Nov. 2017 - Mar. 2021Edmond, Oklahoma• Pioneered creation of an agile digital marketing team via reorganization, recruitment, implementation of new platforms, creation of standard operating procedures, and improvement of project management processes. • Drove traffic and track contacts through multiple web forms, chat, direct sales, email marketing, and social media channels to bolster campaigns. • Oversee digital marketing strategic initiatives (web, email, content, social media) to foster/maintain over 300,000 active contacts. • Boosted digital lead acquisition through initiating paid media and content strategy (Google AdWords, Facebook, Instagram, Twitter, LinkedIn), effectively securing over 25,000 qualified leads. • Achieved 92% of annual forecast of marketing-attributed revenue equivalent to $6.7M as a result of effectively spearheading digital marketing campaigns across sales channels. • Drove web traffic by 84% and social traffic by 564% (2017-2020) through accelerating brand awareness utilizing SEO/SEM, paid media, brand ambassador, sponsorship, and content strategies; additionally attained 100% of lead generation forecast for same period. • Maximized brand authority across multiple platforms via integrated marketing strategies, effectively catapulting social engagements by 136% and social clicks by over 328% (2017-2020 YTD). • Improved overall efficacy of digital marketing strategic initiatives as a result of integrating numerous systems (CRM database, email service provider, marketing automation, social media dashboard). • Launched ad retargeting strategies, effectively enhancing personalized user experiences through Google, Facebook, and Pardot tracking pixels aggregated through Google Tag Manager. • Formulate/deliver executive strategic performance reports in Tableau, including data analysis of key performance indicators (KPIs) and return on investment (ROI) of digital marketing efforts. • Continually maintain integrity of social media platforms.

Bob Moore Auto GroupVP of Marketing

Jan. 2016 - Nov. 2017Oklahoma City, Oklahoma Area• Digital Marketing Strategy: Led all facets of creation for a comprehensive digital marketing strategy; streamlined internal department, conducted full-scope agency evaluation, and established new partnership opportunity. • Quantifiable Results: Accelerated total website traffic across 17 web properties by 11% within a 12-month timeframe; successfully attained 92% of FY16 Forecast and 88% of FY17 Forecast (net profit). • Branding Development: Oversaw 17 original equipment manufacturers (OEM) brands and local position; developed and delivered a diverse range of brand standards, brand attributes, and images. • Program Development: Navigated all phases of development/launch for a community partnership program. • Website Performance: Governed ongoing website development/management; set KPIs to track performance. • Budgeting: Oversaw utilization of annual $10M traditional/digital advertising budget and forecasted monthly revenue. • Team Leadership: Directed personnel in the day-to-day execution of social media marketing, content development, and internal/external communications. • Strategic Planning & Analysis: Produced and delivered a full-scope annual marketing strategy for 15 separate locations based off of current economic climate, demographics, and financial goals.

VI Marketing and BrandingSenior Marketing Strategist

Jun. 2012 - Dec. 2015Oklahoma City, Oklahoma Area• Account Management: Served as senior account service representative for a high-profile automotive group account encompassing 16 dealerships and an annual advertising budget of over $4M. • Advertising & Marketing: Orchestrated all Tier III advertising and marketing logistics for local dealerships (Porsche, Audi, Infiniti, Cadillac, Land Rover, Maserati, Subaru, Mazda, Kia, Buick, GMC, Nissan, RAM, Jeep, Chrysler, Dodge). • Client Proposals & Team Collaboration: Presented, sold, and defended all agency work/proposals to clientele; provided support to other client service team members with corresponding functions. • Client Correspondence: Facilitated preparation with client invoices, proposals, and marketing/media/public relations planning; promptly responded to all client communications (calls, faxes, emails). • Media Correspondence: Coordinated with all forms of media on capitalizing on interactive opportunities designed to secure traditional/interactive synthesis of marketing efforts. • Marketing Material Management: Reviewed and authorized creative/production materials, copy, layouts, and production art; coordinated subsequent client approvals. • Project/Budget Management: Established project timelines and outlined budget requirements in collaboration with all relevant agency personnel.

Oklahoma City Boathouse FoundationDirector of National Events

Feb. 2011 - Oct. 2012

Minardi Team USA/ HVM Racing/ Newman Wachs RacingDirector of PR

Jan. 2007 - Sep. 2010• Partnership Acquisition: Developed comprehensive partnership proposal with statistical data and demographics for sponsorship acquisition; successfully secured a 3-year partnership with Entergy Nuclear generating $9M in revenue and attended subsequent commercial shoot for IZOD to supervise newly signed driver Simona De Silvestro. • Public Relations & Media: Orchestrated a multifaceted PR stunt in the streets of Baltimore, MD for a sponsor announcement in January 2011; media hits included USA Today, all local affiliates in the Baltimore and Washington D.C. markets, and an AP story that was picked up Nationwide. • Website Redesign & Social Media: Revamped website while concurrently launching new social media campaign.

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