Requests
0
Keep in touch with meI'm using Intch to connect with new people. Use this link to open chat with me via Intch app
Work Background
Academy of Art UniversityVice President, Strategic Marketing
Oct. 2023San Francisco, California, United StatesResponsible for developing and executing paid digital marketing strategies for the University and managing the Strategic Marketing team. Work in partnership with the executive leadership team to deliver a holistic marketing strategy to increase the enrollment and retention of creative students.
Collaborate with Creative Marketing team for effective search engine optimization, and with the Admissions team to provide a seamless prospective student journey. Practice responsible spending to achieve greatest results from budget of $8mm+. ➢ Diversified lead generation sources which increased overall lead count by 50%
➢ Decreased generation of unqualified leads by over 10%, reflecting an annual savings of approximately $1.25 million for the University
➢ Lead search engine optimization strategy that resulted in organic lead generation valued at $350,000/month
➢ Managed through a multi-month, severe budget reduction to maintain both quality and quantity of leads to exceed goals
Foundry CollegeChief Marketing Officer | Chief Student Experience Officer
Jun. 2021 - Jun. 2023San Francisco, California, United StatesA member of the Senior Leadership team, my position required both creative and analytical capabilities with responsibility for creating and implementing strategies to attract and acquire incoming learners, as well as for supporting partnerships and managing the brand and image of Foundry College. ➢ Marketing, Advertising, and Media Strategy: Integrated, multi-channel strategies and campaigns returned inaugural and subsequent cohorts of learners in excess of goals
➢ Market Intelligence: Through market research and competitive analysis, made recommendations for strategic expansion into desirable markets and appropriate positioning of Foundry College
➢ Relationship Development: Developed and nurtured relationships with learners and partners for the success of each endeavor
➢ Influential Leadership: As a member of the Senior Team, collaboratively drove business modeling and planning
➢ Analysis and Decision-Making: Analyzed performance data to make strategic adjustments and decisions
➢ Project Management: Managed marketing and research projects from concept through results; lead strategic planning and implementation as dictated by results ➢ Budgetary Responsibility: Effectively managed budget allotment while achieving operational goals
Foundry CollegeHead of Marketing
Mar. 2020 - Jun. 2021San Francisco Bay AreaLead marketing strategy, partner and student acquisition, and multi-channel digital lead generation. Drive outreach to prospective business and organizational partners. Lead market research on Foundry College’s competitive landscape and prospective customers. Oversee and implement all automated marketing campaigns. Develop and refine marketing communications to convert leads to applicants. Manage sales enablement to ensure team has necessary tools to meet growth targets, and develop case studies highlighting impact of Foundry College program. Develop high quality and effective marketing materials and collateral that align with the Foundry College overall brand strategy; lead distribution of content across key channels including website, blog, social media, landing pages, collateral, presentations, proposals, technology platform, documents, and external email communications. Oversee public relations strategy and creation of PR campaigns, and develop thought leadership and speaking and events engagement strategy designed to match overall company goals. Implement multi-channel content strategy including owned, earned, paid and shared channels.
University of Wisconsin-PlattevilleDirector of Marketing
Mar. 2019 - Mar. 2020Platteville, WisconsinAfter successful elevation of the Division of Professional Studies, established inaugural university-wide marketing department with all previous responsibilities, expanded to serve three campuses with face-to-face, hybrid, online, and correspondence non-credit, undergraduate, and graduate programs.
➢ Cohesive Team Leadership: Brought together six separate teams to develop one collaborative team of professionals, with responsibility for digital, inbound, and content marketing; student recruitment; advertising; communications; website development; and creative content studio
➢ Funnel Performance: Increased applications by over 30%, and increased admissions by over 26%
University of Wisconsin-PlattevilleCorporate Marketing Director, Division of Professional Studies
Aug. 2011 - Mar. 2019Direct advertising, marketing, brand strategy, prospect outreach, public relations, business development functions, and recruitment for online and correspondence non-credit, undergraduate and graduate programs.
➢ Effective Research and Strategy: Developed and implemented strategic, data-driven marketing, advertising, and media campaigns that resulted in an increase in lead generation of over 44%
➢ Business Planning: Collaborated with academic and administrative leaders to established policies that resulted in an increased admission rate of over 81%
➢ Partnerships: Increased university, corporate, and organization partnerships by over 75%
➢ Marketing, Recruitment, and Communication Strategies: Developed, implemented, managed, and analyzed integrated messaging, outreach, and communication strategies that elevated reach from Wisconsin regional to international, ultimately serving upwards of 25 nations at any given time
➢ Analysis and Decision-Making: Analyzed performance data to make strategic adjustments and decisions
➢ Resource Management: Exceeded annual goals through effective management of limited operational budget
Greater Dubuque Development Corp.Information Director
Aug. 2008 - Aug. 2011Created award-winning marketing collateral of all types, including web, print, video, outdoor and trade show display, for all aspects of Greater Dubuque Development.
Provided direct support for national marketing efforts and activities. Attended and exhibited at various industry tradeshows. Maintained working relationships with Project Managers and staff at the Iowa Department of Economic Development. Created effective customized proposals for projects that indicated an interest in the Greater Dubuque area. Inventoried and maintained extensive knowledge about available sites and buildings in the area and maintained relationships with owners and developers of such. Possessed a comprehensive knowledge of state and local incentive programs, including tax abatement and job training programs. Understood regional and local revolving loan funds and recognized when such programs were appropriate for a specific project.
Made presentations to prospective companies (both domestic and international), prepared thorough and accurate proposals, designed effective presentation materials for myself and other staff members, and maintained creative and meaningful follow-up contact as projects progressed.
Assisted with research and implementation of recruitment and retention strategies for a diverse workforce, in particular women and ethnic minorities.
East Central Intergovernmental AssociationRegional Economic Development Coordinator
Jun. 2002 - Jul. 2008Assisted with the formation and direction of the activities, policies and procedures of Prosperity Eastern Iowa, a regional economic development marketing group that represented six counties in Iowa. Successfully wrote grants for continued funding of the group, which is still in existence today. Established meaningful working partnerships with local economic development groups, area businesses, various communities and their corresponding agencies, and the Iowa Department of Economic Development.
Clarke CollegeDirector of Conferences and Events/TimeSaver Associate
Apr. 1995 - Jun. 2002Directed all aspects of conferences and events on campus, as well as worked directly with the adult education program, TimeSaver, recruiting and guiding students for and within the program.
Intch is a Professional Networking App for the Future of WorkSee more people like Karen on Intch
300k+ people
130+ countries
AI matching
Get Intch if you'd like to
1479265 people
16
Creative
19
Communications Professional, Digital Content Creator
19
Teacher @ CFISD
328576 people
16
Manager Solution Consulting @ Alkami Technology
15
Operations and project manager
16
Director, User Experience Design @ Cox Automotive Inc.