Brand & Digital MKTG
Building new brand & digital strategies, managing campaign strategy and implementation for brand activation, digital acquisition, channel test-and-learn initiatives, media allocation & weighting, promotional outbound tactics, and re-engagement content plans.
* Re-developed Affinity landing pages, designing a series of dynamic destination pages to support our online tactics
* Extensive build-out to 17 new websites supporting company-owned insurance companies, including new email strategies developed w/ Agency Marketing Guide to provide detailed insights and strategies for 3,300 agents
* Designed innovative digital advertising tests across multiple platforms – featuring 5 new tactics to the enterprise & provided entire marketing org with a solid baseline for testing into paid media (LinkedIn Display, LinkedIn InMail (email), Google Paid Search, Email Display with Google and Yahoo, Facebook Display, Twitter Display and Retargeting)
* Strategic head of audience segmentation, including researching the impact of first-party data (custom audiences) with email domains and re-targeting (testing opportunities occurring through Google Customer Match and click-to-call campaigns)
* Revamped mobile app experience for locating agents w/ detailed bio info (app-specific agent engagement)
* Developed marketing creative campaign guide
(guidebook for all agents to activate MKTG)
* Implemented marketing and advertising creative – various mediums, including flyers, digital banners, guerilla marketing, etc.
