Aletha Royer
Digital Marketing Director
Summary
Data driven digital marketing leader with excellent collaboration and communication skills to bring projects across the finish line. Considered a superstar in creating, executing and optimizing effective marketing solutions. I've done just about every job in or pertaining to digital marketing in digital agencies as well as on the client side. Brings software experience with project management, product management, product analysis and customer enablement. Diverse experience ranges from e-commerce, B2B, B2C, nonprofit, SaaS, and financial services to the senior living, membership association and real estate verticals.
Overview
22
22
years of professional experience
Work History
Founder of Marketing Consulting Company
The Digital Diva Group
Greater Tampa Bay Area, FL
01.2017 - Current
- Increased revenue 30% through effective networking and marketing strategies to grow new business and increase productivity.
- Considers business demands and customer preferences when developing pricing structures and marketing plans.
- Enjoys client retention rates of three to five years by recommending strategies to promote brand values and highlight product benefits, growing the account.
- Build and strengthen strategic relationships with vendors, agencies, and industry partners.
- Provide research and development on marketing and website products to showcase benefits and retain clients.
- Increase client inbound call volume, with some accounts realizing 300% more calls
Product Analyst
MEMBIO
Portland, OR
11.2021 - 07.2022
- Created and delivered company-wide learning seminars to enhance understanding of the market, clients, competitors and end users.
- Collaborated to create and implement technical requirements and specifications to establish common foundation for application development.
- Supported development team in generation of technical requirements and product documentation to achieve process commonality.
- Developed MixPanel implementation plan for developers and stakeholders to track key metrics KPIs.
- Monitored market trends and competitor performance to inform roadmap priorities.
Product Manager
Membio
Portland, OR
11.2020 - 10.2021
- Fostered customer-centric product development, so each team member began to ask, "what is the value of that feature/button/menu item"?
- Worked with development team to define and implement stakeholder change requests to enhance product functionality.
- Developed product documentation to communicate upcoming features and products to internal teams.
- Set goals and formalized policies to maximize team performance and keep project on-task.
- Documented user stories, specifications and product features into detailed requirements, acceptance criteria, and test steps for QA to communicate across teams and speed development.
Project Manager
MEMBIO
Portland, OR
04.2019 - 10.2020
- Communicated effectively with team members to deliver updates on project milestones and deadlines.
- Supported development team in generation of technical requirements and product documentation to achieve process commonality.
- Run daily standup meetings to track progress, identify obstacles, and get team members to work together to expedite delivery.
- Led project teams through design, construction and launch process.
- Operated under Agile framework to efficiently organize and carry out project tasks.
- Partnered with project team members to identify and quickly address problems.
- Managed and motivated project teams to promote collaboration and keep members on-task and productive.
- Managed four new and re-platformed software projects yearly while maintaining adherence to schedule and scope requirements.
Digital Marketing Consultant
August Partners, LLC
Portland, OR
02.2017 - 05.2019
- Tracked and reported on marketing campaign performance monthly to help with optimizing current and future plans.
- Spearheaded association member engagement campaign which resulted in 25% increase in classes taken by members.
- Managed digital projects from initial concept through final implementation and live monitoring.
- Leveraged tracking data to segment target audiences, trigger campaigns and personalize content.
Digital Marketing Director
Frankel Media Group
Newberry, FL
03.2016 - 01.2017
- Reduced department overhead by $60,000/year by training staff and bringing work in-house.
- Collaborate with agency principals to create roadmap for introducing new products to increase revenue and retain clients
- Grew department to generate 17% of agency gross revenue
Director of Partner Enablement
SharpSpring
Gainesville, FL
06.2015 - 01.2016
- Developed one-to-many programs to increase software use and retention among marketing agency partners.
- Worked with inter-disciplinary teams to implement customer experience processes.
- Co-hosted series of thought leadership webinars with digital marketing and marketing automation industry rockstars.
- Attend retrospectives and create tickets for customer feature requests.
Digital Marketing Strategist
Frogman Interactive
Winston Salem, NC
02.2012 - 03.2015
- Analyzed website data such as traffic, interactions, conversions and goals to standardize and streamline development of senior living websites.
- Created full-service digital marketing department for this boutique, niche web development firm. Increased revenue by 62% over three years by demonstrating impact and results to clients, earning 2-3 year retainer relationships.
E-Commerce Lead
Keystone Products
Winston Salem, NC
11.2009 - 01.2013
- Increased online sales from organic traffic 546%.
- PPC funnel conversion rate for sales was 6.78%.
- Increased year over year sales for a single product by getting it ranked high in Google such that Martha Stewart featured it in the Holiday magazine edition.
Director of Online Sales
The Master's Loft Bookstore
Winston Salem, NC
01.2006 - 08.2009
- Doubled online sales to $40M / year with SEO, Google, Bing and Yahoo advertising
- Optimized website for high product placement in search
- Coordinate bid strategy with product margin to keep budgets properly allocated
Education
Bachelor of Arts - Speech Communication And Rhetoric
University of California, Berkeley
Berkeley, CASkills
Google Analytics
Google Data Studio
Atlassian Jira
Asana
Google Ads
SEO and SEO Copywriting
Unbounce/LeadPages
WordStream
Review and Reputation Management
Data Visualization and Reporting
Project Management
Engaging, Creative Webinar Host
Marketing Automation & Email Marketing
Analytics and SEO
Data Mapping
Timeline
Product Analyst
MEMBIO
11.2021 - 07.2022
Product Manager
Membio
11.2020 - 10.2021
Project Manager
MEMBIO
04.2019 - 10.2020
Digital Marketing Consultant
August Partners, LLC
02.2017 - 05.2019
Founder of Marketing Consulting Company
The Digital Diva Group
01.2017 - Current
Digital Marketing Director
Frankel Media Group
03.2016 - 01.2017
Director of Partner Enablement
SharpSpring
06.2015 - 01.2016
Digital Marketing Strategist
Frogman Interactive
02.2012 - 03.2015
E-Commerce Lead
Keystone Products
11.2009 - 01.2013
Director of Online Sales
The Master's Loft Bookstore
01.2006 - 08.2009
Bachelor of Arts - Speech Communication And Rhetoric
University of California, Berkeley
Personal Code
- Always be kind and honest
- Listen to the viewpoints of others
- Keep your promises
- Find the win-win solution
- Acknowledge. Validate. Repeat.
- Give full attention
- Speak well of others
- Take responsibility immediately
Personal Code
- Always be kind and honest
- Listen to the viewpoints of others
- Keep your promises
- Find the win-win solution
- Acknowledge. Validate. Repeat.
- Give full attention
- Speak well of others
- Take responsibility immediately