Develop content and digital strategies including but not limited to content creation, website development, SEO, analytics, social media strategy and management and brand marketing.

Architected first corporate-wide and customer-focused digital, content and social media strategy for $2.5B insurance company. Directed content creation, governance and measurement for all digital channels.

• Defined corporate-wide social media strategy including content planning, campaign development, channel management, governance and guidelines, executive leadership and stakeholder training, social media monitoring and analytics
• Crafted LinkedIn career recruitment strategy resulting in 20% increase in likes and 15% increase in comments within 6 months
• Conducted first benchmarking analysis of 16 primary competitors resulting in annual strategic map and quarterly roadmap
• Designed technical business requirements for global website redesign including responsive design, improved e-commerce, enhanced search, custom agent profiles, keyword strategy, content taxonomy, website analytics and database integration
• Created brand voice guidelines encompassing persona, tone, language and purpose tied to key brand attributes
• Developed Voice of the Customer strategy to align customer experience priorities, response models and tactics

Built customer-focused, multi-channel content development infrastructure creating, curating and repurposing content across 15+ content types. Researched, wrote and produced 250+ annual custom content offerings for multiple target audiences. Launched portfolio of e-newsletters resulting in 250,000+ subscribers. Established first revenue-generating Content Partnership Program resulting in 500+ annual content offerings.

• As Editor of portfolio of 8 e-newsletters with 250,000 subscribers, increased subscription rate by 54% and average CTR by 15% through keyword optimization and advanced targeting
• Produced 250+ newsletter articles increasing subscriber list by 56,000 in 2-year period
• Launched the first Content Partnership Program, managing 40+ strategic alliances resulting in acquisition and creation of 1,700 content offerings including custom research, articles, white papers, case studies, podcasts and webcasts
• Produced 55 leadership podcasts netting 3,000+ downloads and 1,500+ page views
• Developed custom content for bi-weekly branded AMATV video news series segments
• Wrote and produced e-books and executive-level white papers on topics including mobile marketing trends, content marketing, customer experience management and international social media practices
• Conducted interviews with industry thought leaders including Seth Godin, David Meerman Scott and Jeff Hayzlett

Social Media

Architected enterprise-wide, multi-channel (Twitter, Facebook, LinkedIn, Pinterest, AMAConnect) social strategy including social media content planning, guidelines, policies, customer response models, social monitoring, social analytics and insights. Hosted corporate Twitter account including content creation, monitoring and response. Delivered social media training, guidance and toolkits to 100+ local chapters.

• Planned, launched, managed and grew proprietary branded online community of 11,000+ individual members and 4,000+ group memberships as competitive differentiator and customer benefit
• Developed and executed content plan for branded community comprised of 4,500 blog and forum posts, 850 media files and 40+ groups resulting in 20% increase in user-generated content in 12 months
• Increased Twitter followers for corporate account (@ama_marketing) from 0 to 23,000 in two years, retweets by 20% and direct website traffic by 15%
• Created targeted content campaigns resulting in a 34% increase in Facebook monthly site visitors and an 82% increase in LinkedIn group members in one year
• Produced and hosted social media podcast series featuring interviews with industry experts generating 4,000+ downloads and 3,600+ page views.
• Selected as 2012 Constellation SuperNova Award semi-finalist in “Next Generation Customer Experience” category for execution of AMAConnect, a custom branded online community

Digital Marketing/Customer Experience

Web Strategist and Editor (1999-2003)
Architected the organization’s transition from print to digital with launch of major $1M+ design of website (www.irem.org) including creation of Strategic Plan; development of global design, scoping and business requirements; measurement and reporting; content creation and taxonomy; and site governance.

• Increased unique user visits by 60% in 12 months following launch
• Transitioned print publications and course content to digital format including 4 decades of journal articles
• Developed online event portal resulting in increases in conference registrations (20%) and course registrations (15%)
• Produced custom digital content for targeted individual and company audiences for four-star rated website

Editor, Journal of Property Management (1999-2003)
As editorial director for award-winning industry magazine, established editorial calendars; developed and managed budgets; hired, trained and managed staff; edited, reported and wrote features; created subscription and advertising programs, and represented the magazine at trade events.

• Led creative team in award-winning redesign and positioning of 70-year old magazine
• As advertising manager, developed campaigns resulting in $1,000,000+ in annual revenues
• Created industry’s only software review research, top-selling reprints and monographs
• Developed new traffic control process resulting in 33% savings in production schedule

Editor, ARM News (1996-1999)
As Editor of award-winning, 10x-a-year news publication targeting senior-level managers, established editorial calendars, reported and wrote content, directed design and production and managed budgets.

Additional Experience