Freelance Marketing, Houston, TX 2019 – Present
Marketing, website, graphic design, and advertising consultation. Helping small business to increase brand awareness.
Mary’s Bridal / Rachel Allan, Stafford, TX
Marketing Manager 2018 – 2015
Assistant Advertising Manager 2014 – 2009
Media Buy Management
Oversaw all online, and print media and advertising initiatives to drive brand awareness, traffic, and qualified leads. Maintained a media calendar in all creative production, media placement, and performance metrics analysis.
Negotiated and secured digital and print media placements resulting in savings of at least 40% in total advertising spent with premium placements.
Achieved positive ROI through consistent oversight and optimization of creative production and placement of online offers and content.
Monitored multiple online campaigns to ensure all campaigns were hitting the promised impressions goals and spots during their flights.
Prepared campaign performance reporting for digital campaigns and presented results to senior management.
Acquisition and Engagement Strategy
Assisted to develop and implement a complete customer lifecycle program to help Mary’s Bridal acquire new customers and grow existing business.
Outbound Lead Generation: Identified and implemented optimal lead source, defined target market, developed and managed acquisition emails, built and implemented pre-sales and sales follow up process, and defined and tracked cost per acquisition.
Lead and Client Nurture: Assessed and recommended optimal marketing automation tool, created communication streams to effectively reach and speak to target market, developed all emails, content and landing pages, trained sales staff for effective lead follow up, and analyzed performance.
Assisted the Marketing director to run the creative department, and supported a sales staff of over 19 reps. Was instrumental in helping the business to achieve online traffic growth by coordinating with a cross-functional team, including several national magazines with strong online presence, to create and execute on a multi-channel marketing strategy to acquire, retain, grow customers, increase store foot traffic, and reduce inventory. Marketing campaigns included brand awareness building, positioning and messaging, lead generation, collateral development, product marketing, and sponsorship events.
Grew unaided brand awareness by 30% in 2015 through the successful launch of an effective creative campaign across print, online and social media that resonated with the target audience.
Generated over 1000 new monthly leads for about 2,000 retail stores through identification and optimization of effective lead generation channels: online display, PPC, social media, print and email marketing.
Utilized email and e-newsletter to effectively engaged the retail store buyers in our value proposition and new product offerings through the planning and execution of high-end events: elaborate trade shows, exclusive product launch runway shows, and designer events.
Social Media Management
Supervised all messaging, lead generation, and user experience activities for six of the social media accounts. Launched and developed social media campaigns for the three core dress product lines: Bridal, Quinceanera, and Prom.
Oversaw and grew social media community of over 80,000 followers within 5 year.
Helped agency to segment and execute several effective Facebook and Instagram Ad Campaigns targeted to two of Mary’s product lines. Monitored, and managed Ad content creation, and analyzed CPC reports.
Built and managed a database of shareable user generated contents to serve as ambassadors for social media advertising.
Website and Mobile Application Marketing and Development
Collaborated with web developers to re-brand and re-launch Mary’s Bridal Websites: 2009 - 2018.
Mobile app marketing (more than 100,000 downloads): Worked with mobile app developer to created and launch three iOS/Android mobile applications: 2014 – 2017
Expo International, Inc. Houston, TX 2001 – 2008
Marketing and Merchandise Analyst
Created and analyzed ranking reports, line review reports, and scorecards for retail buyer’s meeting.
Assisted with managing and updating store planograms.
Developed production plan and established projected inventory levels to support the big-box retailers’ goals and budgets. Maintained in-stock levels, turns and weeks on hand.
Collaborated with retailer’s replenishment teams and buying teams to resolve in-stock and forecasting issues.
Managed print production time and deadlines.
Designed product packaging, point of sale displays, web graphics, email blasts, and print advertisements.
Coordinated photography of products for marketing materials.
Created and administered the company’s first homepage.
BBA in Marketing
Concentration in Advertising
Texas A & M University, College Station
Hootsuite, Trello, Bitly, Later
Google Analytics, Google Ad Words, Facebook Ad Manager
Mail Chimp Email, Listrak Email, Eloqua Email, Benchmark email
Adobe Creative Suite (InDesign, Photoshop, Dreamweaver, Premiere Pro, XD, Illustrator, After Effects), Capture One HTML, CSS, WordPress
MS Office Suite (Word, Excel, Access, Power Point)
Point of Sale Retailer and Supplier Logistic Tools: Retail Link Decision Support, CPFR (DPF Inforem)
Christian Fellowship Caring and Activity Coordinator 2019
Homeless Caring Kit Campaign 2017-18
Hurricane Harvey Photo Restore with Preservation Houston 2017
Marketing, Graphic Design, Email Marketing, Media Buy, Email Automation, Marketing Graphic Design