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Click here or scroll down to respond to this candidateRoss Allred EMAIL AVAILABLE PHONE NUMBER AVAILABLELINKEDIN LINK AVAILABLE Salem, South Carolina Marketing ProfessionalExperienced Multi-Channel Marketer Lifecycle Outreach Strategist Data-Driven and Analytical Skilled in Integrated Marketing Programs and Lifecycle Management Email, SMS, Push, and Direct Mail Developed End-to-End Campaigns, Digital Marketing, Social Media, Email, Webinars, and Content B2B B2C Manage Acquisition, Retention, & WinBack Lifecycle Programs Personalization Expert Led Development of B2B Lead Scoring and Nurture Strategies Excellent Presentation Skills WORK EXPERIENCEHenry Schein One, Practice Solutions April 2022 Jan 2023 Sr. Marketing Manager II Remote: Clemson, SCResponsible for developing, managing, and executing best practices integrated marketing strategies and campaigns that generate awareness and sales leads (B2B) for Henry Schein One Practice Solution: Dentrix Enterprise.Highly proficient with digital marketing tools, tactics, and processes, SEO, retargeting, and Google Analytics, while working with telesales and field sales reps to build lead generation programs and customer-facing deliverables. Captured, measured, and analyzed results from demand and lead- generation activities and nurture programs.Excelled at product marketing strategies guiding customers along the buyer journey to generate demand and sales leads. Tracked KPI metrics and adjusted strategy/tactics to maximize effectiveness and ROI.Worked closely with Product Marketing, Product Management, and Sales to develop demand and lead generation strategies & content to oversee marketing campaign deliverables, nurture and lead scoring.Strong understanding of product marketing strategy, campaign marketing strategy, and lead generation strategy. Tracked success metrics and adjusted strategies and tactics to maximize effectiveness and ROI.Using Marketing best practices and innovations, created and managed the development of marketing content, including brochures, websites, web pages, landing pages, advertisements, white papers, e-books, articles, emails, direct mail, and invitations using an internal creative team and managing outside agencies.Supported the Sales Department in supplying collateral, tradeshow booths, demo equipment, and sales enablement training tools.Worked on complex issues/projects where data analysis requires an in-depth evaluation of variable factors using best practices where precedent and knowledge of business issues and strategic direction to solve complex problems did not exist.Proficient in marketing campaigns, product management, Salesforce Marketing Cloud, SEO, retargeting, Google Analytics, marketing automation, nurture emails while coordinating with telesales and sales reps. Allred Consulting Contract June 2021-April 2022Create, manage, and execute comprehensive marketing plans and develop programs for each client to enhance brand awareness, increase revenue, and grow all marketing channels.Consult on the creative direction for marketing, including brand development, websites, digital and e- commerce, email, and social media.Develop and produce compelling content for the companys value proposition through online exposure in all channels following style guides, brand guidelines, and vision.Analyze client sales data, consumer research, and market trends to develop and evaluate new product opportunities and possible sales channels.Collaborate with the client on products, positioning, pricing, and go-to-market strategy.Research and advance new business opportunities by identifying unmet customer needs and demands resulting in customer conversion.Establish marketing budgets while monitoring key KPIs and measuring all marketing initiatives' ROI.Present all marketing strategies and plans to client stakeholders showing the positioning of the companys brands, progress to clients goals, and increase in market share. World Archives: NewspaperArchive.com Sept 2020-June 2021 Sr. Director Marketing and Business Development: Content Acquisition Remote: Clemson, SCDeveloped marketing strategy, retention marketing loyalty program, promotion calendar, email lifecycle program, and social media campaigns, resulting in record sales for multiple months.Launched affiliate program. Created all marketing collateral (print, website, social media, & banner ads).Awarded Employee of the Month for Flexibility Hired to do Marketing but asked to help in Business Development. Developed and executed CRM marketing strategy across all customers & partners.Developed business relationships with industry leaders, business executives, and key decision-makers resulting in 4+ business alliances & negotiating content enhancement contracts valued at over $17+ M. NewsBank: GenealogyBank.com ObitsArchive.com May 2010-July 2020 Director Marketing, Operations, Product, & Business Development Remote: Clemson, SCLaunched an email and SMS lifecycle program generating over 40% of annual sales while doubling the division revenue overall and increasing the email list from 20,000 email addresses to over 4+ M emails.Started GenealogyBank.com with two people and grew it to over $10 M in sales with 30+ employees in 10 years. Recruited and maintained relationships with contractors, partners, agencies, and employees.An innovative leader that planned and executed a business strategy roadmap as the division grew and wore multiple hats in Marketing, Operations, Product, Content Enhancement, and Business Development.Led cross-functional internal stakeholders, outside contractors, and agencies to increase revenue by 350% (in 3 years) by developing all print and digital collateral, redesigning a new website, testing and optimizing funnels, executing new email and paid advertising programs, and launching a new call center.Developed the marketing team strategy of increasing online advertising budget and spending, implementing new search strategies, tripling the traffic to the site, and growing transactions by 67% YOY.Developed 30+ business relationships with successful partnerships negotiating agreements to increase traffic, drive sales, and improve product offerings.Built strong business relationships with executives and key decision-makers; negotiated long-term marketing and content enhancement partnerships and agreements that increased lead capture, sales revenue, and operational savings of over $20 M.Managed multi-vendor marketing partnerships, agencies, contractors, and industry affiliate partners.Skilled in multiple tools: Google Analytics and Ad Words and Marketing Automation (SilverPop).Experience executing campaigns across paid digital, SMS, Email, offline channels, social, and SEM.Presented and taught multiple classes at genealogy conferences; average attendance of 240-260 people in classes with an average attendee survey of 4.37 and 4.4 (1-5 Scale, 5 being Extremely Satisfied). FamilyLink: WorldVitalRecords.com Were Related App July 2009-May 2010 Interactive Marketing Director Remote: Sandpoint, IDLed marketing team to plan and execute a marketing strategy that included Email Marketing, Paid Search, Social Media, Affiliate, SEO, Display Advertising, and all Marketing and Print Collateral.Audited, monitored, and optimized multi-channel marketing for WorldVitalRecords to increase conversion by 23% and sales by 25% year-over-year.Managed the product redesign of WorldVitalRecords while developing business relationships with partners to generate lead capture resulting in increased sales and cross-promotional opportunities.Created an email program that increased sales by 36% resulting in the highest sales month in company history within the first three months of joining the team.Analyzed the email programs weaknesses and proposed initiatives that took email deliverability from 28% to 93% and increased email sales by 400% resulting in 30% of WorldVitalRecords revenue. Coldwater Creek November 2006-July 2009Email Marketing Manager Sandpoint, IDExecuted an Email Marketing Program of $130 M in annual sales; developed a marketing strategy, deployment, and analysis of all promotional, transactional, and behavioral trigger email messages.Oversaw email strategy, design, copy, and deliverability. Analyzed email marketing data and increased the frequency of campaigns and audience segmentation (from 6 segments to 30+), increasing revenue 30%.Innovated a behavioral-based trigger email program with more in-depth and sophisticated segmentation that grew to $30 million in annualized sales.Managed all email deliverability resulting in a 4.4% increase or an additional 40 million emails in the inbox annually, resulting in a 98% average inbox rating, with a $4.4 M revenue increase.Worked effectively across business and technical teams as the email technology lead. Implemented StrongMail (email solution), Goodmail (deliverability), ReturnPath (deliverability), Spam, and Bounce Processors (developed internally).Ancestry.com November 2003-November 2006Email Marketing Manager Sr. Cross-Sell Manager Provo, UTCreated marketing collateral and executed the marketing campaigns for all email, call center, and online marketing for Ancestry.com and Genealogy.com subscriptions while cross-selling genealogy products.Increased Genealogy.com email sales from $300,000 per year to $2.7 M within 15 months using analysis, audience segmentation, and testing in the email channel.Drove $8.4 M in annual genealogy product sales in email, online, and call center channels while developing contextual ad placements to cross-sell commerce-related products to paid subscribers of Ancestry.com; increased average order value and lifetime value of each subscriber.Developed innovative email triggers and marketing strategies based on customer demographics, site behavior, and purchase history. Experienced in HTML.Collaborated closely with creative designers in testing new creatives, offers, and audience segmentation, increasing campaign sales on average of $410,000 and surpassing sales forecasts by 300%. EDUCATIONThe University of Utah - Salt Lake City, Utah David Eccles School of Business Integrated Marketing Communications Certificate, Marketing Brigham Young University - Provo, Utah Marriott School of Management Bachelor of Science, Accounting (Accounting School Ranked 3rd in the U.S.) SOFTWARE EXPERIENCESales: SalesforceProductivity: Microsoft Suites, Microsoft OneNote, and Microsoft SharePointAnalytics: Google Analytics, TableauE-commerce Platform: MagentoEmail Tools: Salesforce Pardot, Litmus, Amazon SES, Constant Contact, MailChimp, HubSpot CERTIFICATIONSHubSpot Marketing Certifications: Email Marketing CertifiedMarketo Certification: Adobe Marketo EngageSalesforce Certifications: Marketing Cloud Email Specialist (In Process), Pardot Specialist (In Process)Data Analysis: Google Foundations: Data, Data, Everywhere, Google Analytics, Excel, TableauLinkedIn Certifications:o Business Development:Salesforce Essential TrainingAccount-Based Marketing FoundationsAdvanced Lead GenerationBusiness Development Foundations -Business Development Strategic PlanningResearching Market and Customer NeedsCommunication and Negotiationo MarketingAffiliate Marketing FoundationsOnline Marketing FoundationsMarketing Foundations: AutomationMobile Marketing FoundationsBuilding an Integrated Online Marketing PlanBuilding Your Marketing Technology StackProgrammatic Advertising FoundationsSEOAdvertising and Viral MarketingEmail and SMS |
