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Work Background
Bobcat CompanyMarketing Manager, Performance Marketing, Paid Social and Display, Digital COE
Mar. 2023Added to newly formed team focused on driving digital and innovative growth for Bobcat utilizing paid media, digital formats, and website operations and CRM/Salesforce teams to collaborate for best in class marketing efforts. Create demand via paid social and Google/Microsoft channels and work with our CRM team to build out nurture streams and journeys to fill the dealer pipelines. Partner with brand social media team on governance, creative strategy and social customer care. Closely monitor a $5.7M+ budget optimized by channel, make recommendations based on KPI tracking, leveraging in platform and analytical tools, to allocate to best performing channels and categories. Due to channel performance, saw increased budget YOY, with 100% increase in channel budgets compared to 2022. Contribute to our product promotional offers by effectively measuring paid media performance. Consistent promotional message and creative asset testing and report to the business on offer performance to influence promotions. Collaborate with Marketing Operations team for efficient use of creative budget and agency support to develop assets for channels to deliver the most effective results without sacrificing performance. Lead testing plan for paid and email channels which encompassed testing objectives, methodology and process to test, monitor and roll-out successful experiments in audience, channel and creative/messaging and promotional offers. Report results quarterly to marketing organization for visibility and alliance to strategy. Contribute to brand reputation management – protecting the brand by leading the companywide blacklist and exclusion list quarterly. Design and conduct analysis to evaluate customer data and market landscapes, competitors, and current business strategies to build an audience strategy and channel plan consistent with our multi-channel marketing strategies.
Bobcat CompanyMarketing Manager Paid Social and Display
Jan. 2021 - Mar. 2023Minneapolis, Minnesota, United StatesNewly developed in-house Results Based Marketing team at Bobcat. Under a high performing channel marketing team of channel operators, collaborate with Email, SEO, Paid Search, Traditional Digital to execute best in class digital marketing programs. Develop strategies collaborating with Product Planning marketing teams to tap what our team dubs Active Interest Audiences. Building potential customers that we know are actively pursuing our products in the Google Display network and Paid Social Media channels. Partnering with cross functional teams in IT, CRM, Product, etc., to test new digital formats to meet business objectives. Build testing strategies to execute pilots and build a roll-out strategy for pilots that prove viable to meet business objectives. Working with a $4M always on, Evergreen budget, optimize channels daily to leverage the best performing tactics to build new customers, retain existing customers and cross-sell current customers to new products. Partner with the HR Talent Acquisition team to build the candidate pipeline for traditional manufacturing roles, highly technical supply chain and IT development roles as well as Coop/Intern candidate acquisition strategies. As a naturally digitally curious team member, test new channels, tactics and build strategies that build the funnel in the most cost efficient manner by monitoring cost per click, cost per acquisition, click through rates and consistently analyze performance. In 2021, my channels received 40% of the total company opportunities as well as dropped Cost Per Opportunity by implementing native Lead Generation ads on Facebook that drove opportunities directly to dealers by working with IT and Salesforce admins to integrate with Facebook and build customer journey's. In 2022, added Google Display Lead Generation ads that integrate with Salesforce and Salesforce Marketing cloud to deliver customer leads directly to the dealer. Tactic proves efficient in driving down CPO.
Collegis EducationAssociate Director, Paid Social Media
May. 2020 - Dec. 2020Bloomington, Minnesota, United StatesResponsible for the development and management of clients marketing strategy, with an emphasis on digital awareness and engagement channels. Paid Social as the primary area of focus. Focus on execution for partners.
HoneywellGlobal Demand Gen Lead, Building Technologies
Sep. 2018 - May. 2020Golden Valley, MNLed a Global team of 8 highly talented and performance minded marketing automation, social media and search professionals for best in class lead generation programs to build the funnel of customers in the Building Technology division of Honeywell. Due to business unit success and synergies, was asked to collaborate with the corporate marketing team to roll out a multi-million dollar (up to $10M in paid media and agency costs) rebrand effort after the successful spinoff of the consumer branded Homes division. Was asked to lead the business unit translation of the rebrand effort in social media. Promote content in digital media with the goal of increasing engagement, advocacy, share of voice, and marketing leads. Liaise between a global company, business groups to build digital marketing end to end customer journey models that provide business impact in a business-to-business environment. Use paid digital and social media to strategically target and promote campaigns. Analyze, provide insights and report on outcomes. Build, track and follow customers from Inquiry, MQL to SQL. Establish paid media marketing mix using paid social, search, display and video by leveraging native platform tools and DSP programmatic tools. Hire and collaborate with third party vendors and marketing agencies to effectively drive business outcomes through varied media channels and tactics.
HoneywellGlobal Social Media Lead, Home and Building Technologies
Mar. 2017 - Sep. 2018Greater Minneapolis-St. Paul AreaIn the Home and Building Technology division of Honeywell, was responsible for leading the global social media and community management practice with the goal of activating campaigns that result in obtaining a consumer share of voice, positive sentiment for the consumer and drive business objectives. Lead social media customer care best practices with average monthly social media customer care touchpoints of 3,500+. Successfully campaigned and partnered with customer care team to move from an agency social customer care model, to an in-house model effectively shifting a $1M spend to the department. Shifted costs to open new agent roles and to drive business objectives through social marketing strategies and paid tactics. Collaborate with the Digital Marketing team on best practices and how all digital mediums can best work together and/or leverage social media tactics to drive business results.
The Toro CompanyGlobal Senior Specialist, Social and Digital Media
May. 2015 - Mar. 2017Greater Minneapolis-St. Paul AreaAs the Sr. Specialist, Social and Digital Media, collaborated and lead the development and execution of the Company’s strategies, tactics, communications and governance plans for engaging in digital media, including social media, paid media, display, PPC and SEO – on behalf of Toro's global brands, businesses and employees. Develop, integrate and execute social and digital media strategies and tactical plans to grow Toro's global brands and reputation among customers (current and prospective) including collaboration with retail partners, The Home Depot, Amazon and Ace Hardware. Increase awareness, search rankings, web traffic and product sales or interest among industry groups, external stakeholders and external prospects – in addition to translating company and campaign objectives by driving engagement, web traffic and calculating ROI by supporting the marketing/communications objectives of The Toro Company. Create and track company and campaign Key Performance Indicators (KPI's) that successfully measure company and campaign results in the digital and social spaces leveraging Sprinklr and Google Analytics platforms. Use KPI insights to drive learning and further strategy and tactics. Manage the Company’s social and digital media efforts, and work collaboratively with other global brands and business units participating in social and digital media to ensure best practices, protection of information, and appropriate governance and response protocols through internal and external education and presentation opportunities to business units, brands and senior level executives. Successfully integrated customer care processes into the social media space resulting in decreased time to resolution for the customer leveraging new social engagement platform.
The Toro CompanySocial Media Specialist
Jun. 2014 - May. 2015Greater Minneapolis-St. Paul AreaDevelop, integrate and execute social media strategies and tactical plans to build the company’s global brands and reputation among customers (current and prospective), industry groups and the general public – in addition to driving engagement and supporting the marketing/communications objectives of The Toro Company. Help manage the Company’s social media efforts, and work collaboratively with company other global brands participating in social media to ensure best practices, protection of information, and appropriate governance and response protocols. Develop framework for reporting insights gained from social media monitoring to company leadership, marketing, customer care and other relevant teams. Integrate and develop social media campaign advertising efforts across enterprise business units to prove social media as a viable marketing channel.
-Matched consumer business segment to 68% in Facebook interface.
-Achieved 1.2M impressions utilizing social media as a viable geo-targeted channel to build awareness of The Toro Company’s snow removal consumer products. Collaborate with dealer and distributor partners on social media best practices and rules for engagement. Increase employee brand awareness in collaboration with talent acquisition team to build top candidate pool to help fill historical high levels of open positions. Lead crisis management efforts across our global brand pages with regard to potential risks, negative comments, or inaccurate information in the social media space. Ensure processes are regularly updated, optimized and communicated.
Deluxe CorporationSocial Media Business Strategist
Apr. 2013 - Jun. 2014Greater Minneapolis-St. Paul AreaDeveloped and maintained a comprehensive social media strategy that defined how social media marketing techniques will be applied to increase visibility, web traffic and social community growth across brands, products and branding campaigns for the small business division. -Grew Facebook community by +45%
-Grew Twitter community by +63% Worked with business partners to explore and identify ways to integrate social media into business strategies and marketing campaigns including social advertising.
-74% growth in direct social media revenue from 2012 to 2013
-Grew social attribution revenue from zero to over $85K from 2012 to 2013 Partnered in the development of organization-wide social media management standards, policies and rules of engagement for social media. Defined key performance indicators and implemented enterprise level measurement, analytics, and reporting methods to gauge success. Mentored and provided training to communication and management professionals throughout the organization on best practices for creating, managing, monitoring, and developing content for social networks.
-Co-created the Deluxe Employee Social Ambassador Program (DSAP) to enhance the social acumen of our employees and company while utilizing our DSAP network to amplify important company messages leading to just over +250K social impressions in initial pilot. Applied marketing research and development methods to learn and understand emerging trends and technologies.
-Matched traditional customer database to Facebook interface to find match-rate of up to 50% proving social media a viable marketing resource and channel for B2B. Regular contributor to blog content centered around small businesses and how social media can contribute to their overall marketing campaigns, drive web traffic and build brand advocates. www.deluxe.com/blog
blog.bagsandbowsonline.com
Deluxe CorporationSEO Specialist-Organic Search
Jan. 2013 - Apr. 2013Greater Minneapolis-St. Paul AreaEnsured Web properties and digital/social assets met and exceeded search engine guidelines for optimal content, architecture, link, and design in order to improve content accessibility, visibility, and Web site performance from the organic search channel. Worked with search strategy to leverage keyword research and intelligence drawn from consumer search behavior to inform new content and optimization recommendations for assigned projects. Responsible for the creation and review of the page selection strategy, page titles, meta-descriptions, meta-keywords, alt-text, mapping keywords to the most appropriate pages for the terms and monitoring keyword performance on an ongoing basis. Conducted technical Web site audits, template optimization on wireframes, information architecture optimization, social media optimization and strategy, external linking analysis and tactical linking plans. Use of SEOMoz, Screaming Frog and Adobe Analytics consoles to make decisions and track KPI's.
TargetSocial Media Analyst, Contract
Mar. 2012 - Nov. 2012Greater Minneapolis-St. Paul AreaCollected, managed and articulated performance in the social space, communicated performance as it pertains to engagement, ROI, applications, web analytics, paid media, guest service, and overall social tactics, guest and competitive insights. Contributed to the social reporting process, daily reporting tools, weekly and monthly dashboards, monthly and quarterly recaps, and ad hoc recaps and requests. Utilized existing social measurement tools, and identified new or emerging tools to help articulate social performance. Effectively prepared and articulated social performance metrics for internal and external partners. Collaborated with the social commerce, community management, content planning, and creative teams to share social performance results, and help recommend future marketing initiatives within the social space.
SUPERVALUBusiness Support Specialist-Category Analyst
Sep. 2010 - Mar. 2012Provided vendor and category scorecard information highlighting lift, sales and market trends for enterprise/supply chain contract negotiations and new product introductions. Conducted promotional recapping, advising and forecasting. Category Business Plan support for market analysis, efficient inventory recommendations and customer insights. Reported business unit performance in sales, inventory and promotional spend along with insights and recommendations. Created and updated fiscal vendor, category and business unit scorecards
SUPERVALUSales and Promotions Specialist
Jul. 2009 - Oct. 2010Created analysis reports used to evaluate the effectiveness of past ad/promotional activities for the corporate Bakery department. Compiled banner specific history on period, trimester, and annual planning. Provided promotion and price recommendations for banner ads. Responsible for inputting ad information into the promotional planning systems and collaborating with banners to create ads and display plans.
SUPERVALUCategory Management Assistant (GM/HBC)
Apr. 2008 - Jul. 2009Downloaded system reports and researched inventory issues for assigned categories and independent customers. Analyzed and escalated data driven issues. Tracked inventory levels and escalated issues. Loaded promotions and provided promotion recaps. Order entry, credit requests, pricing maintenance and chargeback requests.
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