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Work Background
SBM Audience DevelopmentPresident
May. 2009Greater Chicago AreaNo one grows up dreaming of becoming a circulation professional, and Patricia is no different. Like many with an English degree and no identifiable skillset, she fell into the role of circulation manager for a weekly community newspaper in the late 80's. Through the years, she realized she loved the diverse nature of the job, advanced to more challenging roles, and embraced new skills and technology as circulation evolved into today's audience development discipline. Instead of looking for another job when the Great Recession finally caught up with here company in 2009 and she was laid off, Patricia established SBM Audience Development and never looked back. Using cost-effective inbound marketing and social media tools, Patricia helps publishers, small businesses and non-profits grow and engage their audiences using cost effective digital marketing tools.
The Path to Purchase InstituteAudience Development Director
Dec. 2001 - May. 2009Initially hired to direct circulation and database marketing efforts and establish membership management protocol. Role expanded from Circulation Director to facilitate paradigm shift in company's business model from traditional publishing company to expanded media company with multiple online offerings. Act as liaison between IT department and key stakeholders to define project requirements on existing product modifications and new product roll-outs. Facilitate implementation of back-end database management and reporting structures to measure business and P&L outcomes. Consolidated data silos and demographic collection into one master prospecting database to leverage cross-marketing opportunities. Implemented use of Yahoo! IndexTools web-analytics. Established executive Key Performance dashboards. Track, analyze, report, and recommend new site features / enhancements to increase customer engagement and lead generation opportunities. Completed and submitted a comprehensive web-strategy recommendation to expand the use of social media tools (including blogging, forums, white papers, webinars, virtual trade shows and new product videos) to amplify and expand company's thought-leadership reputation in overlooked market segments; increase audience engagement across all product offerings, and improve the sales funnel.
Mercor MediaCirculation Director
Jun. 2000 - Nov. 2001
Specialty Publishing CompanyCirculation Director
Jan. 1998 - Jun. 2000
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