Lori Gillen -

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Work Background

Hawke MediaAccount Director/Digital Marketing Strategist

May. 2023 - Jul. 2024Strategy & Relationship Management Responsible for development of growth strategies for clients and the oversight of their execution. Conduct client-facing calls on a weekly or bi-weekly cadence and craft presentation of deliverables that supports the clients goals and drives them closer to achievement 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 Manage multi-channel resource allocation, including spends across digital assets Providing analysis through reporting to both the client and internal teams Leading Teams Lead all client facing calls with cross teams Coordinate with both internal and external teams to ensure that the strategies are being executed against correctly Leader that sets and upholds high standards and drives the team towards excellence. Work with Cross-channel teams to provide complete, A+ work, on time and on point as well as Provide guidance to in-house and external teams for performance optimizations. Project Management Coordinate cross channel initiatives to ensure work is completed on time to support the overall strategy Resource accordingly for the client in order to support the strategic execution - provide the what needs to happen and when roadmap Project management activities including: Managing internal/external team tasks QA of expert work where appropriate/needed Project timelines are populated, updated and clearly communicated Monthly plans, quarterly and annual plans are communicated to client on a regular (or as needed) basis

Freeman+LeonardPPC/SEO Strategist

Jan. 2021 - May. 2023Dallas, Texas, United StatesJanuary 2021 - Current Build Digital Marketing Roadmap 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.) Develop, implement and advise quarterly and annual digital marketing and communications strategy Copywriting & Editing for both print and Web - website, blog, brochures, and newsletter Develop, maintain, and implement a digital content strategy Develop strategy, content and conversion metrics for Email, drip, remarketing, social, push and other campaigns, etc. Assess, manage so that all promotional/marketing materials are on brand; effective for target audience

Medix InfusionMarketing Manager

Mar. 2022 - Apr. 2023Dallas-Fort Worth Metroplex• Launched Listings and Pages products from Yext including strategy to optimize map pack and other organic results in Google • 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 • Producer, wrote script, managed shoot for national PBS :60 spot; 5-min. vignette ViewPoint Dennis Quaid • Developed and implemented new location timelines for new clinics opening in all markets, marketing plans • Reputation Management – developed strategy and preparing to launch reputation management with Yext product • Oversaw and re-design of marketing collateral including file management, vendor, online store for reps to order materials • Supported materials, online and offline, for Accreditation • Managed public relations efforts, press releases, investor reports, PBS media schedule • Monitor and improve marketing insights including SEO; analytics reporting and optimization of campaigns • Communicate/collaborate with senior leaders and stakeholders about marketing strategy and budgets

Cheaper Than DirtSearch Engine Optimization Manager

Aug. 2021 - Mar. 2022Texas, United StatesPlan, develop and implement SEO strategy to optimize results for key products and targets, drive business to product landing pages 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 Identify buyer persona to better target identified audiences Worked with UX website manager to suggest improvements in website UX for purchase path optimization Managed and informed team and management on latest SEO and digital marketing latest trends

RumbleOnDigital Marketing Director (position cut due to COVID-19 restructuring)

Apr. 2020 - Jul. 2020• Creating and Launching new Google Ads campaigns. Gained over 100% more conversions, less money, lower CPA. Increased lead conversion metrics over 90% with optimized AdWords campaign. • Ad Spend Budget Management and Daily Spend Tracking – AdWords $5K per day up to over $100K per day • Optimized KPI Analytics metrics from Users, New Users, Return Users, Page Sessions, Time on Page and Bounce rate from both paid and SEO strategies • Strategize, develop, and simultaneously maintain multiple search engine marketing campaigns for a variety of internal ad accounts and audiences. Documented customer facing content and back-end schema for new site to launch in August • Daily optimization required on running campaigns, lead generation, and CPL. Lowered CPA from over $130 - $250 CPA to $90 - $45 CPA • Strategized sales/monetization ideas for motorcycle dealers to create additional sales revenue for B2B clients. SaaS for RumbleOn for proprietary software service to manage online inventory; developed customer journey and overall demand generation strategy and developed KPIs for the program • Managed social efforts through Sprout Social for organic feedback, campaigns, creative testing and Influencer campaigns (HeartBeat) • Worked with Sales, IT, Customer Service, Customer Acquisition and Operations to develop reports and support metrics • Setting up goals and conversion tracking on common site platforms. Created framework across all metrics including sales funnel to create custom Power BI reports • Creating reports as needed in Google Ads, Google analytics and Excel/Google Sheets. Interpret trends and make recommendations and optimizations based on ROI, CPA, CPC, CTR and ROAS • Make suggestions for improving marketing conversion based on testing and observed performance. • Ad Spend Budget Management and Daily Spend Tracking – AdWords $5K per day up to over $100K per day

Healthcare Associates of TexasMarketing Director

Jan. 2019 - Mar. 2020Dallas/Fort Worth Area• Growth Strategies – increased number of patients • Manage all marketing strategy with heavy focus on early adoption of technology and digital solutions • 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% • Content Strategy including video, website, social – launched You Tube video strategy • Reputation Management – increased online reputation from previous vendor to new vendor – increased reviews by 116% and increased overall Google Review rating to 4.8 • Leadership reporting, direct report to CEO managing $700K + budget • Key Metrics – increased CTR, conversions, decrease bounce rate, decrease CPC and CPA and overall new patients + retention efforts • Identified as early adopter with key partners and launch partner with Yext • SNY Brand – Managed influencer strategy with Miss America – Texas including live appearances, posts and overall strategy • Compile and analyze performance metrics to assess effectiveness • Website Development – took old site and updated content, CX flow, UX functionality and managed daily contacts from website

PinnacleBrand Strategy Naming Manager (AT&T) (Contract)

May. 2017 - Nov. 2018Dallas/Fort Worth Area• Worked with internal ATO technology group for technology products and services for the Business team including smart cities, cloud computing, 5G, IOT, Managed Services • Management of IT vendor to oversee production/development pushes and CX strategy to enhance tool • Reporting support to identify key naming projects and trends including metrics and reporting of processes • Socialize naming team value in process to internal and external partners, clients and agencies • Main point of contact for Brand Center Support team (Sparks Grove) and responsible for all development and production pushes for updates to brand tool • Support additional planning review of social requests, mainly hashtags, click to shop (Instagram), to develop strategic partnership with social team including influencer campaigns • Strategy of naming constructs for multiple products/services/plans across multiple business units • Investigation of research options for clients to determine best naming options based on research feedback • Engage verbal strategist to ideate options for multiple clients/partners to develop more on-brand names and naming constructs • Partner with brand management and brand strategy partners to coordinate managing requests that have design, sponsorship or other brand aspects • Present to Brand Strategy VP in weekly meetings to keep him updated on progress of jobs • Manage relationship with Naming agency for those requests that are larger in scope and need additional support.

Brierley+PartnersClient Services Manager (Contract)

Apr. 2016 - Jan. 2017Plano, TXPosition ended when client transitioned to different support model Client: Chevron – Loyalty Program • Client & Brand Management + Strategy: o Provided strategic support and best practice insights to client(s) 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. o Provided strategic insight to clients on best practices for data-centric marketing strategies • Metrics/Measurement: o Understood and optimized loyalty and CRM program performance, health and growth metrics of lead business reviews and manage actionable client roadmap. o Provided strategic guidance throughout all areas of their business • Financial: o Managed and prioritized on-going projects; in/out of scope – resources across all service lines o Managed all internal costs with accountability for on budget delivery for assigned projects. o Contractual responsibility to meet all committed deliverables and SLAs for the client(s) • Account & Process Management: o Created and managed account documentation. o Shared responsibility to ensure that the agency produces all client work; strategy, analytics, technology or creative – with highest level of quality, on time and on budget. o Continually sought out new opportunities to enhance Client’s loyalty or marketing programs and identify areas to expand suite of products or services delivered by company for the client.

Dr Pepper Snapple GroupContent Marketing Manager (Contractor)

Dec. 2015 - Mar. 2016Plano, TXClient: Snapple/Mott’s • Creative & Brand Development, Strategy – Social/Digital: o Managed workflow of daily project details for consumer communication. o Collaborated with Brand and Cross functional teams to develop impactful content that integrates brand messaging across multiple digital and social platforms. o Developed and managed master creative timelines for the Content team including meetings and creative review. o Managed timelines effectively to develop and meet content strategy requirements. • Agency Management: o Worked closely with agency partners to create impactful consumer messaging that executes against brand strategies, builds brand equity measures, and drives the business. o Managed influencer campaigns including content, posting schedule – over $25K per quarter o Facilitated integration across agencies to ensure messaging integration & efficient agency spend. • Budget Management: Actively managed the Content team budgets and adhered to strict budget guidelines. • Content Strategy: Supported development of content with agency and media partners that adhered to content strategy across managed brands. • Analytics: Reviewed ongoing key digital and social metrics, CCS research to assess performance and generate future improvements.

JCPenneySr. Project Specialist (Project Manager) - Digital Creative

Jun. 2013 - Oct. 2015Plano, TXSr. Project Specialist (Project Manager) - Digital Creative • High-level communication and project management and strategy needs between multiple departments – CX, CDT, ET, Process in a fast-paced retail environment. • Omni-channel strategy support for large brand initiatives – mobile app; brand launches; holiday campaigns; promotion naming constructs • Led and supported digital team for creative execution based on A/B test, social listening, campaign analytics; responsible for reviewing and compiling report documents to lead creative execution across multiple digital channels. • Worked directly with social and fashion teams on influencer campaigns including Nina Garcia and launch of men’s line with Michael Strahan • Managed multiple, complex timelines to ensure internal and external review and other important dates are on track and projects are realized on time • Developed and supported process through transition to HTML/SEO pages for all identified Fashion Landing Pages/Special Projects; coordination with IT, coders, developers, CDT and Process teams

Sleep ExpertsMarketing Strategy/Operations Consultant (Contract)

Aug. 2012 - Jun. 2013Carrollton, TXSEO and Google Ad Campaign Analysis Internal Communication Content Development Store Collateral and P.O.P. Management Campaign Support and Development Website Re-Design and Copy Programs: Google Analytics, Basecamp, Raven SEO, advanced Micrsoft Office, Adobe + Fushion Pro, Google +, Facebook • Brought in as a consultant to evolve tactical execution to support store operations and focus on improving current Google Ad Word campaigns and website re-design project. • Also developed and implemented new internal communication documents and advised on many items including social media, content strategies, and SEO opportunities. • Digital campaigns, Google + pages, re-marketing web banners, Google analytical • Campaign support , new store support, vendor management for web collateral and in-store POP

Constant Care Family ManagementDirector of Communications

Jan. 2010 - Jul. 2012Irving, TXConstant Care Family Management/The LaSalle Group • Manage 3 Functions – Media (Traditional and Interactive), Communications (Internal and External), Design (Advertising, Collateral, Online/Website) • Strategic Planning – Community Development Plans, Tactical Marketing Plans, Strategic, multi-tier media plans • Media Relations – On-Air interviews, media proposals, pitches, editorial coverage, paid media, social media • Print Projects – event collateral, B2C collateral (brochures, flyers, tour packets) , internal communications, • Vendor Management • Budget Control – manage over 20 budgets for new and existing communities in three markets • Creative Management – Writer, Web Designer & Programmer, Graphic Artist

Alzheimer's Association - Star ChapterCommunity Outreach and Communications Manager

Mar. 2008 - Dec. 2009Lubbock, TX• Responsible for management of all community projects and fundraising events including annual Memory Walk, Gala, caregiver events, health fairs, symposiums, community outreach projects, in-service education programs and all corresponding project management duties • Responsible for meeting yearly fundraising budget • Managed multiple volunteer-led committee for fundraising events • Developed and implemented strategic year-long event schedule for multiple fundraising events including collateral, media and other public relation elements • Responsible for achieving strategic marketing and community relations goals • Responsible for creating, developing and managing monthly community events to raise awareness that meet strategic goals • Daily contact/interaction with families in a care support and resource role

FOX34, CW, MYLubbock, Telemundo, AccuWeather, Radio Station GroupPromotions Director

Jan. 2006 - Mar. 2008Lubbock, TX• Managed team of two – Promotion Coordinator and Promotion Editor • Responsible for all on-air promotions including for station branding, PSA’s, sweeps and promotions contests, episodic promotion, website promotion, news promotion and all other station promotion • Responsible for driving main branding/marketing plans for station products including five TV stations and four radio stations, two newscasts, AccuWeather products, other special campaigns (DTV) and website launch (www.myfoxlubbock.com) • Managed sales contests - execution, script writing, spot production (producer) and spot contracts in system • Developed in-depth, executable marketing plans for DTV campaign, weather campaign, and website launch campaign • Worked directly with Creative Services Manager and General Manager to reach long-term and short term marketing objectives • Responsible for daily TV logs for promotions – Based on cross-marketing daily promos from network feeds, client sponsored promotions and syndicated promos • Wrote TV and Radio Scripts • Created, edited and managed multiple internal and external non-profit and public service promotions projects • Managed vendor relations – Invoices, Purchase Orders

Randy Christian & Partners, LPAccount Executive/Media Buyer

Jul. 2004 - Dec. 2005Responsible for buying and planning print, outdoor and Interactive media campaigns Assisted with planning and buying broadcast media campaigns Responsible for reconciling and issuing payment to vendors Managed vendor relations Account Service and Media Coordinator Initiate and manage jobs for clients and agency Research - responsible for providing market and media research Special projects - Giant Side of Texas, Texas Tech RFP, Citibus RFP, Levelland Chamber of Commerce RFP, San Angelo Chamber RFP Client management - research, develop and manage collateral for clients including creative, promotions, copy, specialty items and remotes Placed all print for our clients Billing/Accounting - every month reconcile and post invoices for payment Managed vendor relations

N2 The Net, LLCSales & Marketing Associate

May. 2001 - Dec. 2002Sales of all products and services; primarily Internet advertising and web pages Data and Marketing Strategy Analysis: Creating and implementing current marketing strategy, new product development and advertising and promotional campaigns - Still use my copy on current website Customer Account Management: Maintaining and satisfying existing customers and prospecting and developing profitable relationships with newly acquired customers Increased web design department from 7 to 24 accounts in just 1.5 years Involved with independent and group projects including working with company president to evolve future plans for all company divisions.