Digital Strategy for a National Professional Association

Developed digital strategy and oversaw execution for B2B demand generation marketing in a highly concentrated industry.

Highlights include a 12% year-over-year growth in inbound leads and a 76% increase in inbound leads from multi-channel campaigns (email, video, direct mail, paid ads). Created strategy and managed outside agency to execute Google Ads (PPC), resulting in a 5x return on ad spend.

Created, developed and executed annual roadmaps for brand messaging and overall marketing and communication strategy. Implemented a new marketing email automation platform (Act-On)  into the tech stack and developed new templates for emails and landing pages with a third-party vendor.

Implemented SMS marketing, A/B landing page testing, UTM usage, streamlined lead routing and reporting, while implementing Zapier API and web hooks into marketing operations.