Core Focus Areas
Marketing Strategy
Channel Optimization
Marketing Strategy
Digital Marketing Strategy: Deliver higher quality leads to Sales by moving from a siloed reactive marketing organization to unified customer-first demand generation marketing team.
Demand Generation: Reducing the time that someone takes to make a purchase decision by providing timely, valuable, personalized and inspiring content across multi-channel digital and physical environments.
- Step 1. Consolidate: Bring together common tools to reduce cost, increase collaboration, improve brand consistency, but allow differentiation
- Step 2. Integrate: Clean the source of truth, connect data sources to drive personalization in marketing, streamline dealer lead delivery
- Step 3. Automate: Mechanize repeatable, but dynamic, delivery of multi-channel pre/post purchase, shop, event, and launch content
- Step 4. Ideate: Find capacity to create new and inspiring content ideas for the demand gen engine
Scale Management
Channel Optimization
Marketing Strategy
Businesses contract and shrink with the markets they serve, and growing intelligently sometimes means scaling up in some ares and down in others. I specialize in finding marketing performance opportunities by leveraging data to help forecast and execute the most efficient marketing campaigns possible.
- Profit Improvement Analysis
- Cost Reduction Audits
- Internal and External Resource Management
- Platform Utilization Projects
- Team Development and Purpose Mapping
- Platform Consolidations, Deprecations and Migrations
- Vendor Management and Optimization
- Cross-Functional Resource Efficiencies
- P&L Forecasting and ROI Modeling
- Strategic and Tactical Maturity Roadmaps
- Content Implementation Improvement
- Content Amplification and Syndication
- Budget Management and Forecasting
- BHI - Brand Health Index
- NPS, Secret Shopper and Surveys
Channel Optimization
Channel Optimization
Channel Optimization
Delivering the right content, on the right device, at the right time is a mind-bending test of organization, analytics, technology and people organization skills. To effectively amalgamate content into channels is sometimes missed in organizations. Knowing the audience, how they consume content in each channel, and delivering it deserves a thoughtful strategy.
- Social media Channel Development
- Competitive Analysis and Conquesting Strategy
- Paid Media Channel Strategy
- Programmatic, Geo-Targeted, Delivery
- Segmentation Strategy
- Persona Development, Data Attribution
- Data Analytics and Marketing Personalization
- Email Deliverability, Conversion Rate Optimization and Event Conversion
- Partnerships and Licensing Opportunities
- Influencers, Ambassadors and Co-Creators
- FTC Regulations and Compliance
Core Focus Areas
Marketing Operations
Marketing Operations
Marketing Operations
Orchestrating the people. process and tech to deliver the right content should be a primary focus of any digital marketing team. Turning content into opportunities for customers to interact is the main objective.
- New Platform Evaluation + Growth Roadmap
- New Platform Migration Roadmap + Phased Execution
- Existing Platform Maximization Audit + Phased Execution
- Personalization, Dynamic Content + Data Quality Alignment
- Email Deliverability + Spam Trap Removal
- Webform Integration + Web Experience Planning
- Email Nurture + Qualification Stage Implementation
- PII + PCI Data Retention, Compliance + Governance
- CCPA, GDPR, CAN-SPAM, CASL, COPA
Marketing Automation
Marketing Operations
Marketing Operations
More time spent on strategy and innovation means continuing to create a product the customer is excited to want and need. Losing sight of this by drowning in daily operational tasks can be fatal to hyper-growth.
- Team Development and Cross Functional Integration
- Technology Stack Budget Maximization
- Demand Generation Center of Excellence Guidelines
- Integration + ETL Planning + Phased Execution
- Webinar Integration and Communication Buildout
- AdTech Integration + Paid Media Alignment
- CRM Marketing + Sales Alignment
- Lead Scoring + Propensity Mapping
Marketing Analytics
Marketing Operations
Marketing Analytics
Understanding what to measure is more challenging than measuring it. Telling a story people can relate to is even harder. I have a long history of measuring digital marketing performance and reducing it to a set of fundamental guidelines. Ask "what information do people need weekly to make better business decisions?".
- Reduce your measurements to what your team can actionably resolve
- KPI, OKR Development
- Map KPIs to your team's purpose for working there
- Show tangible revenue attribution by building source attribution and dynamic Lead Scoring
- Clean data regularly and consolidate to a single source of truth
- Develop data visualization tools to quickly identify areas to improve
- Develop Lead to revenue ROI attribution
- Think critically about what opportunities can be found in the data