Summary
Work History
Education
Skills
Education Certifications
References
Timeline
Generic
Amanda Welsh

Amanda Welsh

Laconia,NH

Summary

Broadly talented Senior Leader with extensive experience in Director and VP roles in both media and marketing. Through careful analysis and thoughtful client engagement, I develop winning traditional and digital marketing plans that consistently produce breakthrough results. Recognized for a unique ability to incorporate insights, align business objectives, and produce actionable marketing plans. Skilled team-builder committed to the highest standards of performance outcomes, fostering effective, collegial, and highly collaborative teams.

Work History

Founder/Chief Media/Marketing Officer

MacMarketing Services
  • Created organizational mission and vision statements
  • Defined company roles and responsibilities to enhance processes
  • Established and maintained strong relationships with clients, vendors, and strategic partners.

Senior Director, Brand and Product Marketing

National Fire Protection Association
  • Managed every aspect of the Brand Marketing, Creative Services, Marketing Analytics, and Product Marketing teams
  • Led and managed media strategy with an annual budget of ~$6M
  • Oversaw day to day management of three different agencies: brand, direct marketing, and media/PR
  • Developed long-term growth strategy, project planning, ongoing budgeting, and expense tracking
  • Led the rebranding initiative, resulting in increased member engagement and brand awareness
  • Managed an annual marketing budget of ~$8M, representing 11% of overall annual revenues
  • Designed and implemented a thorough review and realignment of organizational structure
  • Marketing Lead for the International Annual Conference, contributing to a significant increase in attendees.

Director, Digital Media

Decibel Media
  • Led and supervised daily operations of digital marketing
  • Managed four Digital Media Specialists serving 16 clients
  • Developed high-level strategic planning and shaped the communication and experience of brands through digital interactions
  • Developed and validated media buying strategy across various digital channels.

Director, Digital Engagement

Brigham & Women’s Hospital
  • Managed and deepened donor and prospect engagement using existing digital channels
  • Identified new digital communication opportunities and integrated them into fundraising communications
  • Created a metrics dashboard to track, measure, and analyze digital programs.

Vice President, Digital Marketing

Thompson Habib Denison
  • Hand-picked and led a dynamic team of seven digital marketers
  • Crafted innovative strategies for maximizing client missions through integrated fundraising campaigns
  • Defined and enacted Agency strategy and tactics for employing all-digital, social, and emerging media into client media strategy and buys
  • Acquired the first two digital-only clients (Tufts and Birthright Israel)
  • Managed a client portfolio including Alzheimer’s Association, Birthright Israel Foundation, the Leukemia & Lymphoma Society, and Make-A-Wish Foundation.

Vice President, Digital Marketing

Blitz Media, Inc.
  • Built and directed a digital services media team of seven
  • Managed department P&L and ensured the team met monthly revenue targets
  • Spearheaded the digital strategy, planning, buying, execution, and analyses across 20+ B2B and B2C clients.

Vice President/Associate Media Director

Digitas
  • Managed the entire integrated media strategy, planning, buying, and execution of effective direct marketing campaigns
  • Guided the media team’s rapid growth from two staff to over 100 over 4 years.

Education

No Degree - Certificate,Transformational Leadership Program

Yale University
New Haven, CT
03.2017

Master of Science - Public Administration, Non-Profit Management

Suffolk University
Boston, MA
09.2011

No Degree - Leadership in Neurodevelopmental Disabilities

University of Massachusetts - Boston
Boston, MA
09.2010

Bachelor of Science - Communications

Salem State University
Salem, MA
05.1991

Skills

  • Paid & Earned Media Strategy, Planning, Buying
  • Target Audience Research & Analytics
  • Test Design & Measurement
  • Results Analysis & Insights
  • Marketing Strategy
  • Content Strategy
  • Brand Development, Engagement & Stewardship
  • Lead Generation & Nurturing Campaigns
  • Digital Demand Generation Campaigns
  • Integrated Communications Roadmap Planning
  • Strategic Partnerships
  • Trends Analysis

Education Certifications

  • NFPA Transformational Leadership Program, Yale School of Management, Quincy, MA, 2017
  • Leadership in Neurodevelopmental Disabilities Fellowship, UMASS Medical School, Waltham, MA, 2010
  • Master of Science, Public Administration, Non-Profit Management, Suffolk University, Boston, MA, 2011
  • Bachelor of Science, Communications, Salem State College, Salem, MA

References

References available upon request.

Timeline

Founder/Chief Media/Marketing Officer

MacMarketing Services

Senior Director, Brand and Product Marketing

National Fire Protection Association

Director, Digital Media

Decibel Media

Director, Digital Engagement

Brigham & Women’s Hospital

Vice President, Digital Marketing

Thompson Habib Denison

Vice President, Digital Marketing

Blitz Media, Inc.

Vice President/Associate Media Director

Digitas

No Degree - Certificate,Transformational Leadership Program

Yale University

Master of Science - Public Administration, Non-Profit Management

Suffolk University

No Degree - Leadership in Neurodevelopmental Disabilities

University of Massachusetts - Boston

Bachelor of Science - Communications

Salem State University

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Amanda Welsh