Experience

MXM A PART OF ACCENTURE

June 2019 – Present
Director, Digital Marketing

• Serves as the paid media, social listening, and analytics subject matter expert, contributing to new business pitches; resulted in multiple wins over the last 6-months
• Responsible for all aspects of paid social media execution, managing program budgets upwards of $10M
• Creates relationships and strategic partnerships with key client stakeholders; has secured incremental business with a client portfolio exceeding $2M
• Represents the social insights and paid media practice by leading onboarding for new clients; manages the discovery phase and creation of strategic materials
• Drives performance accountability through defined marketing metrics, timely reporting processes, and strategic, highly-visual reports using cross-channel data
• Recruits, trains, supports, and supervises qualified, senior analytics staff; has been recognized by colleagues as a strategic and creative leader
• Undertakes innovation and evolution efforts for social analytics department by actively seeking internal and external opportunities for improvement and identifying cost efficiencies

MXM (MEREDITH XCELERATED MARKETING)

July 2016 – June 2019
Senior Insights Supervisor

• Developed an agile and repeatable insights framework that enhanced internal offerings through a 37% time-reduction in report creation and delivery
• Restructured reporting capabilities and methodologies for multiple clients to provide a holistic view of their online presence; led to increased share of voice and differentiated messaging
• Designed and developed reports producing key strategic insights leading to incremental account growth
• Led social listening reporting for clients across several industries as well as internal teams, using tools such as Crimson Hexagon
• Managed a diverse group of senior analysts while onboarding new staff, inclusive of creation of training documentation and education
• Led the overhaul of agency-wide social listening policies and reporting that expanded to key client stakeholder trainings
• Researched, built, and maintained important vendor relationships for social listening and analytics reporting tools

KETCHUM

July 2016 – June 2019
Project Manager, Digital Research & Analytics

• Led all aspects of digital projects from RFPs, prospective client pitches, program development and execution, to analysis and presentation of results
• Partnered with account and client teams to provide strategic guidance in the creation of data-driven tactics; my benchmarking approach was expanded department-wide
• Established metrics framework and implemented measurement methodologies to track progress of and continuously optimize against client goals across several industries
• Created performance and trend reports, providing tactical recommendations that drove increased brand awareness, affinity, and transformative business outcomes
• Used social media monitoring tools, such as Brandwatch and Sysomos, to create in-depth social landscape and crisis monitoring reports; assessment of situations for multi-million-dollar clients led to proactive management of brand messaging and outreach
• Completed SEO and website audits to identify issues and areas of opportunity with actionable next steps; improved Google search engine ranking for clients’ key terms by 2-5 positions, on average
• Led company-wide webinars around areas of expertise that gained audiences of more than 200 employees worldwide

McMURRY/TMG (NOW MANIFEST)

May 2012 – September 2015
Digital Analytics and Operations Manager

• Established proprietary analytics structure to effectively and efficiently communicate data, insights, and recommendations
• Developed graphics-based reporting templates in partnership with the creative team
• Created strategic, data-based insights, presenting findings to clients’ key social media stakeholders on a monthly and/or quarterly basis
• Facilitated creative brainstorming sessions with internal teams to improve content, social media, and email strategies; led to several pieces of “viral” content (drew 2-5x more pageviews than site’s average)
• Composed e-newsletters for several clients, with a database exceeding 110K subscribers; through A/B testing, improved email open rates by 5-15%, on average
• Managed major client accounts on a day-to-day basis and key milestones such as website redesigns; through UX enhancements, improved time on site
• Managed social media accounts for McMURRY/TMG and client; increased client Facebook fans by 21% and Twitter followers by 14% in first month of taking ownership
• Led SEO push on client sites; increased organic search traffic by an average of 51%
• Presented on analytics at industry events such as the AM&P annual conference