ANDREA G. SCOTT

Direct full spectrum of strategy, development, and execution of digital marketing initiatives for all divisions. Lead team of four digital specialists, steer operational efficiencies, create targeted audience content. Spearhead end-to-end management of budget development and forecasting, vendor partners including contract renewals.

• Achieved business vision by defining objectives and KPIs for digital channels. Created baselines for each channel through data reconciliation of multiple sources.
• Increased brand awareness through creation and management of social media channels, boosting social media engagement by 200% in 2022.
• Directed traffic growth strategies, SEO, content development & distribution, email marketing and trackbacks.

Governed all digital marketing strategy and execution for clinical research trials (B2B) and in-home healthcare (B2C) divisions. Oversaw demand generation, lead acquisition, marketing operations, and sales enablement collateral. Owned budget forecasting and management to ensure cost per acquisition hit financial targets.

• Built digital channel into largest source of qualified leads at highest efficiency across B2B & B2C divisions.
• Drove 20% YoY lead growth 2019 -2021: Clinical Research Trials B2B Division
• Responsible for 23% new revenue 2021: Healthcare Consumer Division

Led the planning and execution of digital marketing campaigns promoting the company's brand, products, and services. Delivered strategic leadership and tactical planning in developing lead generation and customer acquisition campaigns across B2B and B2C divisions using display advertising, social media, PPC, SEO, website management, and targeted email communications. Coordinated with advertising/creative agencies and media experts/vendors to improve results.

• Developed marketing content such as blogs, promotional materials and advertisements for social media.
• Evaluated monthly performance statistics and used data to inform future strategies.
• Surpassed lead volume target by 50% in 2019

Provided thought leadership and strategic direction in the design and execution of audience-specific full-lifecycle digital marketing campaigns to drive brand awareness and revenue. Devised enhanced conversion plans by analyzing existing data and mapping optimization roadmap of consumer response and product selection. Translated corporate initiatives into bottom-line results in sales, profit, and client revenue growth

• Conducted research to analyze customers' behavior, preferences, and purchasing habits.
• Increased revenue by 30% via advanced segmentation of database targeting upsell and lapsed customer opportunities.
• Slashed operational costs by 20% by launching a live chat functionality for retail E-commerce client.

Directed the design and launch of a customer acquisition subscription model for Gaia, Inc (formerly GaiamTV). Forecasted & managed the division's $12M budget, established key metrics for conversion path by channel while leading six channel specialists. Contributed to international market expansion in Latin America, Europe, and Australia.

• Boosted membership subscriptions by 50% in 1 year by consolidating paid, owned, and earned media campaigns.
• Identified requirements and pooled resources with business analysts to develop ROI-based attribution model measuring cost per acquisition by channel and profitability.