Bertie Allen
Digital Marketing Manager
Chesterfield,VA
Summary
Forward-thinking Digital Marketing Manager offering 10 years of experience with achievements in working with cross-functional teams to achieve marketing and brand development goals. Skilled in SEO, pay-per-click advertising and online content development.
Overview
11
11
years of professional experience
6
6
years of post-secondary education
3
3
Certifications
4
4
Languages
Work History
Chief Marketing Officer
365 Marketing Agency
Richmond, Virginia
12.2021 - Current
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement.
- Created official company page on Word Press and seven social media platforms to facilitate interaction with customers.
- Increased market awareness and penetration through development of creative collateral.
- Coordinated teams of design and implementation professionals to manage all project objectives.
- Designed innovative branding and product strategies.
- Oversaw account budgets, internal billings and monthly P&L to achieve financial goals.
- Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
- Managed divisional marketing, advertising and new product development.
- Directed technological improvements, reducing waste and business bottlenecks.
- Oversaw business-wide changes to modernize procedures and organization.
- Developed comprehensive performance reports using Google Analytics to strategize resource allocation and establish performance metrics for clients.
- Developed and strengthened business partnerships at all levels.
- Shaped solutions and approaches by leveraging trends in customer marketplaces and industries.
- Interpreted data in Google Analytics, Google AdWords, Tableau, Alteryx platforms.
- Supervised and oversaw website & social media development.
- Identified appropriate marketing channels and target customers for campaigns.
- Write up and optimize Marketing Automation workflows for hubspot platform.
- Coordinate Email Marketing Campaigns for nurturing the pipeline.
- Assist creative department in keyword research for monthly campaign rollouts.
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement
- Managed branding campaigns and event marketing initiatives in print, video, web and social media
Marketing Manager
Alchemco
Henrico, Virginia
01.2020 - 10.2021
- Generate key deliverables and deploy quality management system.
- Organized, Designed, and Launched the Alchemco Academy LMS platform.
- Completely virtual onboarding environments for our Sales Representatives, prospective employees, distributors, and contractors.
- Developed and initiated projects, managed costs, and monitored performance.
- Fostered relationships with vendors to foster positive working relationships.
- Identified, reviewed and applied policies and procedures.
- Provided management for internal personnel, contractors and vendors.
- Eliminated discrepancies in progress by reviewing performance, spend and timeline.
- Orchestrated projects within strict timeframes and budget constraints by solving complex problems and working closely with senior leaders.
- Maintained open communication by presenting regular updates on project status to customers.
- Obtained needed resources by strategically negotiating with stakeholders and outside suppliers.
- Recruited and oversaw personnel to achieve performance and quality targets.
- Scheduled and facilitated meetings between project stakeholders to discuss deliverables, schedules and conflicts.
- Reduced marketing costs by streamlining marketing roles, leveraging communications materials, monitoring budgets and developing protocol.
- Managed workflow between staff, coordinating documents, planning and creative material distribution.
- Reviewed historical data and secure customer information to advise strategic campaign development.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets, and sales plans for business segments.
- Built and improved customer engagement plans, boosting conversion rates 15%.
- Developed consumer-tailored print marketing materials for targeted distribution.
- Successfully project managed numerous multi-lingual direct mail and email campaigns simultaneously.
- Created spreadsheets using Microsoft Excel for daily, weekly and monthly reporting
- Used critical thinking to break down problems, evaluate solutions and make decisions
- Oversaw preparation of marketing copy, images, videos, emails and other collateral
- Directed marketing projects through conceptual planning, schedule management and final implementation
- Assessed marketing copy, art comps and final designs and compared with established specifications.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Utilized market trends and target audience statistics to effectively and appropriately market products.
- Transformed corporate website and social media platforms to better engage customers and promote sales.
- Generated reports detailing campaign performance, customer engagement and engagement trends.
- Maintained complete database of files, contacts and project materials.
- Collaborated with senior sales, engineering, and other business development executives to create best practices marketing initiatives and media positioning for vertical markets.
- Briefed senior executives on monthly projections, product launches and other marketing plans.
- Reviewed current analytics implementations and provided recommendations for realignment to customer KPIs or technical best practices.
Ecommerce Marketing Manager
Mango Store Corp
Richmond, VA
12.2017 - 12.2019
- Developed strategies, to sell our CSR services to other companies.
- Increased Upsell % of add-ons by 36% over 2 quarters.
- Simplified complex technical problems to easy to comprehend literature and deliverables.
- Handled presentations and Quarterly projections and milestones for customers and B2Bs.
- Created a customer driven environment while ensuring a low chargeback % from customers .001% over 6 months.
- Created the Consumer de-escalation department.
- Specialized in dealing with irate customers ensuring over 89% Retention rate of all customers.
- Developed site refresh plans, seasonal changes and marketing enhancement strategies to CMOs.
- Developed and implemented performance improvement strategies and plans to promote continuous improvement
- Drove operational improvements which resulted in savings and improved profit margins
- Resolved problems, improved operations and provided exceptional service
- Actively listened to customers' requests, confirming full understanding before addressing concerns
- Supported marketing teams, creating, deploying and optimizing campaigns for clients
- Improved and boosted brand image by implementing focused marketing campaigns and engaging in professional networking to support outreach
- Compiled product, market and customer data to generate informed sales and profit projections
- Created printed marketing materials designed to drive campaigns
- Conducted trials and tests of marketing channels such as paid acquisition, social media and fresh content creation
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors
- Developed creative presentations, trend reports, kitted assets, and product data sheets.
- Considered business demands and customer preferences when developing pricing structures and marketing plans.
- Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners.
- Recruited and hired experienced contractors to complete projects on time and within budget requirements.
- Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns.
- Directed marketing projects through conceptual planning, schedule management and final implementation.
- Developed insights on marketing campaigns to assess performance against goals.
- Increased profit margins by 15% through maximizing new product introductions.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Aligned activities with corporate objectives by coordinating marketing, sales and IT processes.
- Oversaw preparation of marketing copy, images, videos, emails and other collateral.
E-Commerce Project Developer
LUCERO HOMES GOLF & COUNTRY CLUB
Jaramillo Abajo, Panamá
11.2016 - 03.2017
- Wrote and implemented protocol and policy manual demonstrating knowledge of ISO 9001:2008 methodology.
- Enforced and promoted regulatory compliance and ensured necessary protocol for tree-house hospitality.
- Directed 25 staff, offering guidance and mentorship on operations, and creating collaborative atmosphere.
- Coordinated & Implemented high quality Avaya (PBX phone system) leading flashpoint meetings and measuring milestones.
- Cooperated with engineering, manufacturing and corporate accounting to verify adherence to quality standards
- Reported production malfunctions to managers and production supervisors
- Recorded, analyzed and distributed statistical information
- Prepared and collection production reports
- Specified quality requirements of raw materials with suppliers
- Estimated financial requirements of new projects
- Implemented ISO 9000 quality systems, defining business practices, leading to certification and better business practices
- Collaborated with audit clients and action owners to apply root cause analysis guidance and establish effective corrective action plans
- Established and tracked quality department goals and objectives
- Actively listened to customers, handled concerns quickly and escalated major issues to supervisor.
- Used critical thinking to break down problems, evaluate solutions and make decisions.
General Manager
LA FINCA MORINGA
San Carlos, Panama
03.2014 - 01.2017
- Improved customer shopping experience by administrating website, updating content and supervising traffic.
- Guaranteed availability of products by managing supply levels, leading to customer satisfaction.
- Strategized, planned and executed marketing campaigns leading to increased sales and revenue.
- Managed quality control initiatives through ISO 9001:2008 QMS and created ISO 9001:2008 Quality Management System for farm.
- Developed brand for flagship product, applying understanding of market trends and consumer needs.
- Piloted Moringa Tree Planting Operations, employing skills in team leadership, organization and prioritization.
- Drove year-over-year business growth while leading operations, strategic vision and long-range planning.
- Enhanced operational efficiency and productivity by managing budgets, accounts and costs.
- Reduced corporate risk by managing shrink processes and controlling inventory levels.
- Assessed reports to evaluate performance, develop targeted improvements and implement changes.
- Set, enforced and optimized internal policies to maintain responsiveness to demands.
- Organized budgets, oversaw P&Ls and achieved margin targets consistently to stay on track with growth plans.
- Boosted productivity by consolidating material planning, data collecting, payroll and accounting programs into one main system.
- Launched new, robust business management software system, resulting in improved operational insight and planning.
- Developed value-added solutions and approaches by leveraging trends in customer marketplaces and industries.
- Reduced costs, managed delivery schedules and performed risk analysis to improve overall profitability.
- Increased Moringa sales and brand exposure by developing new packaging, collateral and sales materials and optimizing target audience reach.
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors.
- Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners.
- Created printed marketing materials designed to drive campaigns.
Trade Marketing Manager
GRUPO DAVID ENTERPRISES, Adidas
Panama City, Panama
01.2010 - 02.2014
- Managed operations across four concept stores, three wholesale Shop in Shop locations in five countries and two languages in the Caribbean.
- Boosted team performance by training over 200 employees on products as well as customer service and sales tactics.
- Attained furniture and point of purchase materials through strategic negotiations with wholesale clientele.
- Generated BPM and collaborated with Adidas LATAM team for future store launches.
- Achieved six timely store launches in various countries by working with onsite architects on store construction and distribution; effectively monitored progress, led teams, maintained quality standards, provided visual merchandising and trained staff.
- Ensured business continuity and streamlined sales by accurately forecasting quantities required for future wholesale corners and Shop in Shop locations.
- Headed visual merchandising team to roll out campaigns and resupply.
- Devised product pricing strategies and trade marketing investments to support growth
- Collaborated with merchandising team on creating differentiated in-store experiences through unique merchandising and collateral opportunities
- Helped develop opportunities of seasonal programs and marketing programs to achieve retail needs and maximize sell-through
- Measured marketing program effectiveness via regular monitoring of KPIs
- Developed strategies to improve and maximize trade investment ROI by completing promotional analysis and validating against expected results
- Balanced profit, volume and share objectives to deliver long-term growth
- Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns
- Mentored local personnel on best practices and protocols to maximize productivity
- Aligned activities with corporate objectives by coordinating marketing, sales and IT processes
- Created printed marketing materials designed to drive campaigns
- Conducted trials and tests of marketing channels such as paid acquisition, social media and fresh content creation
- Directed marketing projects through conceptual planning, schedule management and final implementation
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns
- Considered business demands and customer preferences when developing pricing structures and marketing plans
- Captured new customers by optimizing business strategies and launching products to diversify offerings
- Established, initiated and optimized business development strategies based on company targets, product specifications, market data and budget factors
- Built and strengthened strategic relationships with vendors, advertising agencies and leading industry partners
Education
Master of Science - Marketing
College of William & Mary, University of Richmond
Williamsburg, VA 08.2021 - Current
Bachelor of Arts - International Affairs
Florida State University
Tallahassee, FL 08.2005 - 05.2011
Skills
Market forecasting
Additional Information
- October 2021 Knowledge of popular social media platforms, features, and functions | Full results: Proficient
Management & leadership skills: Planning & execution — Highly Proficient
- August 2021 Planning and managing resources to accomplish organizational goals | Full results: Highly Proficient
- Search engine optimization — Highly Proficient
- June 2020 Interpreting online website performance metrics and understanding search engine optimization tactics | Full results: Highly Proficient Sales skills — Highly Proficient
- November 2021 Influencing and negotiating with customers | Full results: Highly Proficient Written communication — Proficient
- April 2022 Best practices for writing, including grammar, style, clarity, and brevity | Full results: Proficient Marketing — Proficient
- March 2022 Understanding a target audience and how to best communicate with them | Full results: Proficient Attention to detail — Highly Proficient
- April 2022 Identifying differences in materials, following instructions, and detecting details among distracting information | Full results: Highly Proficient
Certification
Google Analytics Individual Qualification
Publications
Inbound and Outbound Marketing in 2022 and beyond?
https://365marketingagency.com/f/inbound-and-outbound-marketing-in-2022-and-beyond
Social Media and Armed Conflict
https://365marketingagency.com/f/social-media-and-armed-conflict March 2022
In 2022 brands will be champion not products
https://365marketingagency.com/f/in-2022-brands-will-be-champion-not-products
Timeline
Google Analytics Individual Qualification
04-2022
Digital Marketing Certified - Hubspot Academy
04-2022
SEO Certified - Hubspot Academy
04-2022
Chief Marketing Officer
365 Marketing Agency
12.2021 - Current
Master of Science - Marketing
College of William & Mary, University of Richmond
08.2021 - Current
Marketing Manager
Alchemco
01.2020 - 10.2021
Ecommerce Marketing Manager
Mango Store Corp
12.2017 - 12.2019
E-Commerce Project Developer
LUCERO HOMES GOLF & COUNTRY CLUB
11.2016 - 03.2017
General Manager
LA FINCA MORINGA
03.2014 - 01.2017
Trade Marketing Manager
GRUPO DAVID ENTERPRISES, Adidas
01.2010 - 02.2014
Bachelor of Arts - International Affairs
Florida State University
08.2005 - 05.2011
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