ASHLEY CYR

• Strategic partner to the CMO in the development and execution of the organization's marketing and branding strategy.
• Leading a global team of three people, ensuring global operational support and cross-functional project management.
• Developed and executed strategic initiatives for improved company growth and long-term success.
• Managed cross-functional teams to ensure smooth collaboration and completion of high-priority projects.
• Managed budgets for multiple campaigns, ensuring maximum ROI for each project.
• Spearheaded cost-saving measures through in-depth budget analysis and identifying areas for improvement.
• Oversaw change management initiatives, minimizing disruption while maximizing positive outcomes during periods of transition.
• Aligned departmental goals with overall company vision, ensuring cohesive progress towards shared objectives.
• Mentored and developed junior staff members; fostering a culture of continuous learning and collaboration within the organization.
• Streamlined marketing operations for improved efficiency and reduced costs.
• Developed and monitored KPIs to measure the success of marketing initiatives.

• Ensured growth targets and sales goals were hit by implementing and administering the marketing automation platform, managed platform integrations while supporting the marketing team.
• Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
• Implemented innovative solutions to solve complex problems, resulting in increased productivity and streamlined operations.
• Worked across the operations, marketing, sales organizations, and other internal departments, playing a key role in delivery planning, governance, and support functions focused on end-to-end marketing optimization.
• Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
• Leveraged data analytics insights for informed decision-making in critical areas such as sales forecasting, budgeting, or personnel management.

• Increased brand awareness by developing and implementing strategic marketing campaigns.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
• Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
• Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
• Implemented data-driven marketing strategies, utilizing analytics tools to track campaign success and refine tactics as needed.

• Developed comprehensive marketing plans in alignment with overall business goals and objectives.
• Developed and monitored KPIs to measure the success of marketing initiatives.
• Developed and presented marketing plans and reports to CEO and shareholders.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.

Achievements:

• The IDOC Award, issued by Executive Team in April 2018: The highest level award offered and was the first to ever to receive this recognition. Recognized for implementing and effectively leveraging CRM and Marketing Automation platform across the organization to streamline marketing efforts.
• Most Influential Woman in Optical (Innovator), Vision Monday Publication – Issued by IDOC CEO, July 2018: Awarded for leading IDOC’s efforts to retool our marketing approach, giving us a deeper understanding of what independent optometrists need and want today.

Responsible for the formulation of marketing strategy and implementation of marketing activities to achieve revenue goals for assigned events.

Results:

• 75% YOY growth of CIO Forum with launch of a second location
• 28% growth YOY on assigned Summit event after 15% decline each of the previous two years

Campaign Strategy & Management:

• Develop formal marketing plans outlining direct marketing and database strategies, including: budget, audience segmentation, messaging/positioning, channel and touch strategies.
• Develop lead generation strategy for assigned Summit events and work with Database Management to identify appropriate vendors and manage their use.
• Contribute to development and execution of the Search, Social Media and Web Content Strategy for assigned events.
• Delivered marketing campaigns – on time, to budget; optimized campaign CPA and ROI and provided reporting and analysis

• Built and led internal team of three under the VP of Marketing to develop the marketing strategy from the ground up
• Collaborated with marketing and company executives to ensure strategy aligned with company objectives
• Established marketing operations function with implementation of Pardot marketing automation platform.

Responsibilities included developing and executing marketing strategy for my assigned event portfolio and channel across various industries. Campaign management and execution.