Overview
Work History
Education
Skills
Timeline
7b

Ashley Mitchell

Baltimore,MD

Overview

9
9
years of professional experience

Work History

Director, Digital Marketing

Simon and Schuster
01.2022 - Current
  • Managed a digital department of 7, hiring, onboarding, and providing daily support and mentorship across Kid and Teen teams
  • Developed and implemented a100k budget for Children's digital department, allocating and managing spend across paid social, influencer marketing, partnerships, and events
  • Spearheaded Simon Teen rebrand, including new website, branding refresh, promotional materials, and digital strategy, which led to an increase of 12% YoY in website traffic, an increase of 4 percentage points on email CTR, and a 20% increase in total influencer engagement in 2023
  • Developed and launched Simon Teen Extras program, creating exclusive, original bonus content with key authors resulting in a 52% increase in referrals, increased organic social engagement, and the strengthening of partnerships with international S&S teams and key sales accounts (e.g. Barnes and Noble, Waterstones)
  • Developed comprehensive digital marketing plans for over 150 titles, including new backlist book to screen digital marketing strategy supporting partnerships with Netflix, Dreamworks, Apple, Amazon, Paramount, and other key film, streaming, and production companies
  • Led successful rebranding campaign for Simon Kids in 2024, overseeing development of updated visual assets, messaging strategies, and relaunch of In The Middle, a microsite dedicated to middle-grade readers and gatekeepers
  • Developed video content strategy across Simon Teen including new video podcast, Off Book with Simon Teen, and author-focused Word for Word, resulting in a 25% increase in YouTube views YOY
  • Brokered YouTube Kids partnership in collaboration with corporate team, providing greater visibility and engagement for key authors and titles during cultural moments and holidays
  • Monitored and forecasted genre trends on #Booktok for editorial development, read high-priority manuscripts to consult on consumer landscape and P&L marketing estimates, and created sample digital marketing plans for potential buys to strengthen auction pitches

Associate Director, Marketing

Harper Collins
11.2020 - 01.2022
  • Cross-manage team of 7 across 6 imprints and Book Club Girl vertical.
  • Overhauled cross-imprint social media strategy, resulting in increased sales and engagement across key channel initiatives including Holiday and Summer Reading
  • Launched Happily Ever Avon influencer program with 700 influencers with increased opportunities for BIPOC and LGBTQ+ influencers, resulting in 117% increase in influencer engagement across our social channels
  • Grew Avon and William Morrow Instagram accounts, resulting in 25% follower growth and 109% increase in engagement
  • Own Book Club Girl content strategy and affiliate program, building out event perks, podcast, partnerships, and merch
  • Redesigned newsletters for Book Club Girl, resulting in 23% increase in active subscribers and 33% total revenue share in Q3 2021

Senior Manager, Growth

Hearst Communications Inc.
08.2018 - 11.2020
  • Managed cross-functional team of 6, including product development, marketing, and creative
  • Managed paid budget of 500k yearly to be used across organic social, programmatic ads, display, and search
  • Developed paid Facebook strategy for Hearst Print and Digital offerings, resulting in 300% increase in overall marketing sales revenue
  • Oversaw 20+ yearly marketing projects at all stages, including conceptual planning, schedule management, and final implementation
  • Created and managed overall marketing strategy for premier health and wellness offering, All Out App

Marketing Manager

Book of the Month
06.2015 - 07.2018
  • Developed and implemented new Instagram stories social strategy, resulting in 100k+ impressions and 1000 new leads per month
  • Owned organic and paid Twitter strategy, overseeing editorial calendar
  • Created engaging content focused on subscriber retention and increasing add-ons, resulting in decreased churn rate of 3 percentage points
  • Strengthened brand initiatives by approving landing pages, monitoring and analyzing performance data, and identifying needed changes and improvements that prioritized user experience and member retention
  • Implemented SEM, Facebook advertising, and email marketing strategies to increase conversion rates by 10%

Assistant Marketing Manager

Bookspan, LLC
06.2015 - 12.2016
  • Strengthened branding initiatives by approving landing pages, monitoring and analyzing performance data, and identifying needed changes and improvements that maximized outreach
  • Implemented SEM, Facebook advertising, and email marketing strategies to increase conversion rates by 10%
  • Marketing lead for ideation and research phases of Book of the Month Loyalty program and Book of the Month YA vertical

Education

Bachelor of Arts - Psychology

Syracuse University
Syracuse, NY
2012

Skills

  • Brand development
  • People Management
  • Partnership Development
  • Project Management
  • Multi-channel marketing
  • P&L Management and Budget Planning
  • Strategic development planning
  • eCommerce Strategy
  • Analytics and Market Research
  • Multimedia storytelling

Timeline

Director, Digital Marketing

Simon and Schuster
01.2022 - Current

Associate Director, Marketing

Harper Collins
11.2020 - 01.2022

Senior Manager, Growth

Hearst Communications Inc.
08.2018 - 11.2020

Marketing Manager

Book of the Month
06.2015 - 07.2018

Assistant Marketing Manager

Bookspan, LLC
06.2015 - 12.2016

Bachelor of Arts - Psychology

Syracuse University

Similar Profiles

CREATE PROFILE
Ashley Mitchell