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Suzanne Appel

Suzanne Appel (Hornwood) has over 15 years of digital marketing experience working with great brands such as WellPoint, Qantas and Allergan.

Suzanne Hornwood Appel has a lot of passion for her work and I approaches her projects with a consulting eye to identify business needs. She's able to sift through large volumes of information to find the main thesis and direction needed to develop actionable plans. Suzanne thrives on innovation, creativity and hard work.

"I see the future of this industry full of opportunity with ever-evolving roads to achieve success. I work best wearing many hats, guiding the media mix and team members toward common goals, delivering outstanding consumer experiences, and creating world-class marketing programs. I'm personally invested in charitable causes and work to make a positive impact in the world, " said Appel.

Over 15 years working in Internet Marketing on the client and agency sides creating strategies and managing advertising campaigns, budgets, forecasting leads/sales, website and application development, creative/brand design, promotions and performance analysis.


Suzanne Hornwood Appel Specialties:

Digital marketing, acquisition campaigns, direct marketing, online advertising, promotions, ROI marketing, email, analytics, CMS, website development, agency sourcing, online product launches, alliances, contract negotiations, campaign planning, creative development, loyalty programs, sweepstakes, e-commerce, word-of-mouth, social media, user experience, CRM, SEO, PR, affiliate marketing, non-traditional ideas.

Suzanne Appel's Background

Suzanne Appel's Experience

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.

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 ‘sweet spots’, 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 organization’s 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: - 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

Suzanne Appel's Education

Boston University

1991 – 1995


Semester at Sea

1994 – 1994

Non-degree program

Concentration: International Studies

Beverly Hills High School

1987 – 1991


Suzanne Appel's Interests & Activities

Internet, marketing, social media, social commerce, philanthropy, travel, gardening, family, networking, scuba, speed walking

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