Internet Marketing Manager at WellPoint, Inc.
February 2007 - September 2012 | Thousand Oaks, CA
Manage and execute customer acquisition strategies
Meet aggressive customer acquisition targets, forecasts, and cost per sale goals
Create eCommerce campaigns to drive purchases through a health insurance application (22 screens)
Optimize campaign elements based on constant data analysis, creating performance reports, and disciplined testing
Oversee agency partners directing media buying activities in Search (PPC), Ad networks (remarketing), contextual, portals, lead purchasing, non-search text advertising, opt-in email campaigns, database marketing, re-contact strategies, affiliate marketing, and CPL campaigns
Lead creative teams to develop effective landing pages, websites, messaging concepts, banners, emails, text ads and copy
Manage a large-scale, profitable Pay Per Lead program using micro-optimizations to variables such as state mixes, pricing negotiations, weekday âsweet spotsâ, and CPLs
Identify opportunities to grow existing channels and expand into new channels to drive growth
Work with internal teams to ensure that leads are properly delivered and volumes match current staffing to improve conversion rates
Analyze and track performance metrics on a weekly and monthly basis to inform campaign optimizations
Provide regular financial forecasts tightly managing budgets, incremental budgets, SOWs, insertion orders, accruals, etc.
Collaborate with social media and brand campaign directors to brainstorm ideas and integrate direct marketing goals
Work with sourcing department to conduct agency searches, performance reviews, and renegotiate contracts
Develop strategic relationships with publishers, ad networks, emerging technology companies and other B2C companies with strong brand identities
E-Commerce Marketing Manager at Qantas Airways
July 2003 - February 2007
Develop online sales and marketing strategies
Annual budget forecasting, oversee spending
Manage external agency and technology vendors
Lead agency in development of ad buys, creative, and promotions
Facilitate and deliver cross-departmental projects for internal clients
Present performance assessments to management
Host brainstorming sessions, define and disseminate product vision to internal and external teams
Develop and implement websites and marketing programs across different channels: consumer, groups, unmanaged corporate, corporate contracted, agents, and frequent flyers
Oversee search engine marketing
Mediate escalated customer service issues
Create engaging bi-monthly e-newsletters; grow database
Interpret airline policies into consumer-friendly communications
Update multiple websites regularly
Consultant at Hornwood eBusiness Consulting
March 2002 - July 2003
Marketing and Business Strategy Consulting
VP Business Development at The Content Project
April 2001 - December 2001
Researched and prospected for leads through existing and new business contacts. Created relationships with potential clients. Initiated and implemented aggressive business development and marketing strategies. Wrote proposals, budgeted projects, and developed and made presentations. Consulted with clients to determine the best solutions to meet business goals for database and online marketing, online advertising, and promotions. Developed strong strategic alliances and vendor relations network.
Senior Associate, Business Development at Arc e:Consultancy
January 2000 - October 2000
Initiated the business development department for the Los Angeles office. Introduced Arc to the LA market through networking, marketing and company events. Attracted new leads through existing and new industry contacts. Developed strong strategic alliances and vendor relations network. Authored client operational strategies including business process and content production flow, organization charts, reporting definitions, and hiring strategies.
Significant Accomplishments: Established company presence in the LA market. Attracted and engaged reputable clients that led to follow-on engagements. Completed a successful operational assessment for an entertainment/new media company that determined their organizationâs infrastructure, roles and responsibilities, business processes, departmental handoffs and the operational impact of the service offerings.
Account Executive, Business Development and Manager, West Coast Marketing at Internet Outfitters
July 1997 - January 2000
Lead acquisition, needs assessment, proposal writing and budgeting. Consulted with clients on customer relationship management and online marketing campaigns. Maintained client relationships and follow on sales.
Accomplishments: Aided in acquiring our first contract with Amgen. With partner, grew a minor account into the second largest account for the West Coast. Successful in creating a low cost, cross-industry marketing plan to introduce ownership change and addition of new services.
as Senior Project Manager: Allergan.com - Coordinated over sixty clients on thirty simultaneous projects including corporate redesign, B2B and B2C marketing programs, Intranet applications, international sites and media campaigns. Acted as key client liaison insuring goal relevance through industry and market changes.
Project Manager/ Marketing Mgr at AppNet
July 1997 - January 2000
Internet Outfitters was bought by AppNet. AppNet was later bought by CommerceOne, as is the story for many technology companies at this time.
Training Program at Brillstein Grey Entertainment
May 1995 - June 1996
mail room, content management database, desk assistant, script coverage
Sr. Digital and Web Marketing Manager at Medtronic Diabetes
December 2012 - Present | Northridge, CA
Digital customer acquisition marketing responsible for the management, optimization and success of Medtronic digital marketing efforts. Drive the development and execution of best in class marketing campaigns across digital channels including corporate sites, SEM, customer loyalty, Facebook, YouTube, Mobile, and charitable alliances.