Access Advertising & Public RelationsDirector of Digital Marketing
May. 2017 - Mar. 2020Roanoke, Virginia AreaSTRATEGY / PLANNING • Developed digital demand creation strategy (PPC platforms and earned channels) including keyword discovery, competitor campaigns, keyword expansion, ad copy and grouping and landing page optimization for more than 30 companies. • Established and managed the strategy, tone, content, and audience understanding across all PPC platforms (social, display, video, SEM) and earned (guest posts, organic search, content and influencer marketing, PR / contests) • Led the development of brand-specific digital support spend model with key KPIs in partnership with Brand Leadership • Creative Optimization: Partnered with Creative Leadership to develop strategy and test (A/B split testing) + develop hypotheses across all key channels (conversion rate optimization) o Tools used: VWO, Optimizely, Inspectlet, LeadPages, and Unbounce • Copywriting: Reviewed market trends, competitive intelligence and industry research for new opportunities and product positioning. • Copywriting: Created targeted ads and landing page copy for marketing campaigns including AdWords, Taboola, Bing Ads, and different content for split testing campaigns. • Targeting Optimization: Owned digital audience targeting and segmentation by channel outlet, identifying key customer segments + prospective modeling • Measurement / KPIs: Led strategic planning on building a measurement plan laddering up to measurable growth for each of the brands omnichannel • Led sentiment analysis, competitive market understanding, and reporting to find new markets MANAGEMENT: • Forged partnerships with key platform partners (Google, Facebook, Taboola, Hulu, etc.) that result in access to beta programs and improved strategies • Agency / Tech: Managed agency and tech partner relationships • Developed a staff with a variety of experience levels with focuses in PPC, conversion rate optimization, and lead generation techniques.