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Work Background
Blue Door ConsultingSenior Marketing Consultant
Nov. 2022 - Nov. 2024
Perfection LearningDirector of Growth Marketing
Jul. 2021 - Oct. 2022Clive, Iowa, United StatesDeveloped the company’s growth marketing framework and marketing operations strategies that automated the lead process, created velocity and increased YOY revenue by 28%. * Created effective Paid Search (Google, Microsoft, Facebook, Twitter, LinkedIn, Pinterest) customer acquisition strategies and tactics that returned +300% ROI. * Leveraged SEO strategies that increased visibility by + 11%, traffic by +65%, and average position by +20%.
StructurelyDirector of Demand Generation
Feb. 2020 - Jun. 2021Johnston, IA, United StatesStructurely powers conversation for sales, marketing, and support teams through their leading conversational AI technology. As the company’s first Director of Demand Generation, I was hired to energize & drive product demand and increase brand recognition. I’ve crafted Structurely’s brand framework - including demand gen best practices like lead score methodologies and organic SEO structure - with exceptional success. My ongoing contributions include: ■ Developed, launched, and preserve consistent branding across all platforms.
⬝ Implemented content calendar & oversee overall content strategy/output
⬝ Personally developed initial content including SM, blogs, and major website refresh
⬝ Spearheaded social media approach; expanded presence and engagement through intentional moderation ■ Engaging the sales team to increase conversion rates and client loyalty.
⬝ Increased team’s active presence in social media groups
⬝ Defined strong KPI’s and set aggressive product demo goals ■ Planned, organized, and presented the company’s first virtual summit (Flyovertechfest.com)
⬝ Comprised of 23 speakers (representing 20 brands), produced 8+ hours of quality content
⬝ Attracted more than 400 unique registrants and generated high participation INITIAL RESULTS: ⤊ Increased overall digital asset traffic by 64% and organic traffic by 90%+ ⤊ Surpassed initial monthly demo goals by 145%+
GuideOne InsuranceDigital Marketing Director
Jun. 2018 - Nov. 2019Des Moines, Iowa AreaThe initial objective of my role was to open channels to increase brand recognition and engage the current & prospective client base within a niche historically digitally-limited insurance market. However, I’ve created and executed a branding strategy that not only addresses current digital marketing protocols but increased overall operational efficiency, appropriately assembled and channeled business intelligence and capitalizes on previously static assets. Projects and initiatives include:
▪️ The acquisition and population of a client email database with 30k of 50k clients (requiring ground zero data collection) in less than 12 months.
▪️ Consolidation and streamlining of all digital assets. Assets included several separate non-intuitive outdated product line websites and an off-site hosted blog.
▪️ Revitalization of a 15 yr. old digital storefront with input and collaboration from 40 colleagues. Launched a seamless, zero-interruption Go Live requiring no post-launch fixes or edits.
▪️ Redevelopment of 3 separate websites 1. GuideOne’s original site only focused on new policyholder acquisition. It now interfaces with prospective clients as well as current policyholders and independent agents. Built with a Drupal backend and hosted with Acquia.
2. Assisted GuideOne’s sister company CGA Insurance Services with assessing the value of then the development of a robust website that would create demand. Led all facets of the project including all interaction with 3rd party design team.
3. Enhanced site for independent agents to create a stronger User Experience (UI) value. Preliminary results include a 45% increase in lead generation, 75% reduction in annual satisfaction rating collection costs, and a 50% reduction in quarterly direct mail spend. One of the additional hats worn in this role is SME for the Marketo marketing platform.
KHA Marketing, Inc.Founder and Chief Strategist
Jan. 2018 - Nov. 2022Johnston, IowaFreelance Marketing Strategy and Campaign Management. HubSpot Solutions Partner.
AureonManager, Digital Strategy
Apr. 2016 - Jun. 2018West Des Moines, Iowa Aureon was originally part of the INS Family of Companies (see prior experience). Based on my outstanding performance in my previous roles, I was promoted to lead the digital marketing strategy and direction for the newly branded organization. The primary goal was to power demand generation through brand consideration and credibility factors. Based on the company’s targeted small business owner audience, this was done through influencing (social media and marketing automation) within a 6-12 month sales cycle. The push was comprehensive and included blog posts, white papers, case studies, e-books, and infographics. I developed the overall strategy and built a team in which we worked together for successful execution.
Leadership and success of a team are as important to me as the strategy outcomes. I’ve found providing a positive, challenging work environment where individuals feel valued increases productivity, loyalty, and overall results. In this role I chose, mentored, and championed a team of five that produced the powerful results including driving demand opportunity of $50M+ within the first 18 months. Some of my additional contributions included: ▪️ The creation and facilitation of product marketing strategy initiatives across 5 business units including the development of a data-driven demand generation model, collaborating with sales teams across 5 business units to derive KPI’s, creating an automated model for sales opportunities.
▪️ Spearheading and driving the incorporation of business intelligence ( BI ) initiatives.
▪️ Facilitation of product marketing methodologies, oversight of content development, and SEO / SEM strategies.
▪️ Building Aureon’s initial market automation requirements and leading the migration from HubSpot to Act-On.
AureonBrand Manager
Jan. 2014 - Mar. 2016Des MoinesPromoted from Marketing Strategist at Merit Senior Living to a role that encompassed brand management and marketing strategy for BOTH Merit Senior Living and Merit Resources, significantly amplifying strategic and executional responsibility and adding leadership accountability for increased headcount. As part of the overall strategy, I employed a data-driven sales model utilizing HubSpot and Salesforce to power demand generation. Selected results: ▪️ Maintained demand momentum level attained for Merit Senior Living in first year as Marketing Strategist.
▪️ Surpassed goal of 20% successful lead generation through a digital demand focus for Merit Resources.
▪️ Successfully integrated websites and enhanced digital marketing strategies for 2 acquired business entities under Merit Resources.
▪️ Increased digital footprint by 600+ %; leveraged platforms such as LinkedIn, Facebook, Twitter, and industry specific organization sites.
Merit Senior LivingMarketing Strategist
Jan. 2013 - Dec. 2013 I developed the company’s first branding and marketing strategies for market entry which catapulted brand awareness from a niche relationship-based revenue stream to an effective branding and digital marketing demand generator. I weighed heavily on areas that could produce metrics that could ultimately predict sales results and market penetration. I defined a broad strategy that had a strong digital focus but capitalized on all available pipelines ensuring the greatest possible influence within a narrow audience. ▪️ Created influence and brand recognition through writing copy, blog posts, white papers, case studies, E-books, and infographics. Assisted sales unit in defining ideal marketing qualified lead score threshold.
▪️ Launched automated email drip campaigns, developed strategic partnerships with 10+ industry associations, penetrated industry publications, revised website mapping, and redefined SEO.
Des Moines RegisterDigital Strategist
Feb. 2011 - Dec. 2012Developed and enhanced the digital marketing strategy for 30+ local and regional advertising clients through social media targeting, banner and website design, and other co-branding. Delivered monthly and quarterly digital solutions training to sales teams; collaborated on best-in-class digital options to broaden sales opportunities.
Catchfire MediaBusiness Development Executive
Jun. 2010 - Dec. 2010Established firm’s first Business Development role; defined market positioning approach strategy and ignited brand identity.
• Developed portfolio of new business accounts including a Fortune 500 client that generated more than $100k+ in revenue.
Age of Conversation 3Co-Author
Apr. 2010 - Apr. 2010Age of Conversation 3 captures the distinct shift from social media as a hypothetical consumer loyalty tool, as it was considered only a little more than a year ago, to its current state as a staple in the modern marketing toolbox. Although the book covers more than just social media, the topic is ubiquitous among the book’s 10 sections: At the Coalface; Identities, Friends and Trusted Strangers; Conversational Branding; Measurement; Corporate Conversations; In the Boardroom; Innovation and Execution; Influence; Getting to Work; and Pitching Social Media.
Young Professionals Connection2010 President
Jan. 2010 - Dec. 2010YPC's mission is to promote an environment that attracts and retains young professionals in Greater Des Moines. Our efforts focus on connecting young professionals to each other and to the community through social, civic, charitable, and professional development endeavors. We are a focused extension of the Greater Des Moines Partnership, started when visionaries of the Partnership recognized that the 20-to-30-something age demographic needed a voice in our community. The Partnership, along with some like-minded young professionals formed the Young Professionals Connection in 2000. Today we are a dynamic network of leaders shaping Greater Des Moines into a place to thrive. We activate more than 500 members by engaging them in YPC committees and events, Greater Des Moines Partnership activites, and community organizations. We hope you’ll join us!
DesMoinesisNOTBoringCreator/Writer
Aug. 2008 - Apr. 2016• Build social community to 7k+ Facebook Likes, 12K+ Twitter Followers and 20K+ monthly page views by utilizing digital strategy. • Develop brand to feature local businesses and entertainment in Des Moines.
• Author and Content editor to 10 contributing authors.
• Syndicated by the Des Moines Register and Des Moines Juice.
Wells Fargo Financial Leasing, Inc.Relationship Representative 2
Dec. 2006 - Jun. 2010• Recipient of Outstanding Achiever Award in 2008.
• Recognized for continual efforts and position growth; promoted to Level II Relationship Rep after three years.
• Successfully Manage $300mm Commercial Vendor Relationship with annual lease volume of $25mm.
• Continually Generate Revenue by optimizing business prospects; ensure satisfaction with existing clients/sales force. • Act as specialized business consultant to clients; Pinpoint Key Buying Influences, Build Strong Relationships w/Key Buyers and learn business models to better reach unique needs/goals of each client.
• Stayed up-to-date on pertinent information concerning prospects' past, current and future needs.
• Assist in developing project management functions from long/short-term and small/medium-sized projects up to $1mm. • Created and Implemented a Common Sales Methodology for Sales Dept. Use and Training.
• Analyze vendor relationships and make recommendations to position new and on-going business development.
• Apply business accounting and finance principles to interpret financial statements and reports.
Wells Fargo Financial Leasing, Inc.Relationship Representative
Oct. 2003 - Nov. 2006• Recognized for efforts in Level II Equipment Portfolio Rep position; Promoted to Relationship Rep after one year.
• Managed Accounts with up to $50mm in Annual Sales for numerous commercial vendor relationships.
• Positioned financing product to enhance vendors’ sales efforts.
• Built business relationships with new vendors and facilitated the growth of existing relationships.
• Aided with the management of vendor portfolios.
Wells Fargo Financial Leasing, Inc.Equipment Finance Portfolio Rep 2
Oct. 2002 - Oct. 2003• Promoted to Level II Equipment Portfolio Representative after one year.
• Responsible for large exposure, high-delinquency commercial collections.
• Administered high-quality account portfolio maintenance through collections, restructuring and modification of vendor portfolios. • Disposed of equipment through sales renewals or release through terminations.
Wells Fargo Financial Leasing, Inc.Equipment Finance Portfolio Representative
Oct. 2001 - Oct. 2002• Responsible for medium exposure, mid-level delinquency commercial collections.
• Administered high-quality account portfolio maintenance through collections, restructuring and modification of vendor portfolios.
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