BRAD NELMS
North Potomac
Summary
I am pursuing a new opportunity to leverage my extensive experience in digital and traditional marketing. My proven track record of success in marketing small brands to Fortune 500 companies has allowed me to hone my skills in the digital space, with a focus on SEO, paid advertising, social media marketing and email marketing. I seek a role where I can make an impact, take on new challenges, make strategic contributions, and foster the growth of both the company and myself.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Owner & Operator
Washington Guitar Exchange
North Potomac
10.2023 - Current
- Responsible for customer service; all purchasing, sales, trade-ins, appraisals and electrical repairs
- Build out, maintenance, UX and UI, SEO and SEM strategy for the Washington Guitar Exchange website (DMV Guitars.com)
- Photograph and upload to inventory to multiple online sales platforms
- Conceptualize, curate, and execute social media posts and ads on Facebook and Instagram
- Partner with local guitar and music related small businesses including Jamstack, NOVA Guitar Setups, etc.
Sr. Manager, Web Content Management
Freddie Mac
McLean
07.2020 - 08.2022
- Responsible for web content updates for internal stakeholders and business partners, and providing strategic recommendations on small to large size web initiatives across Freddie Mac's Single Family, Credit Risk Transfer, Client Resource Center and Guide websites
- Execute workflow on content management systems including CrownPeak Content Publishing and Oracle RightNow
- Review and AB test digital content to increase UX/UI based on customer insight, data, and analytics
- Work with Senior Digital Strategist and development partners to focusing on customer experience and drive business objectives
- Received 14 recognitions and awards for excellence and exceptional work
Sr. Manager, Digital Marketing
PM Hotel Group
Chevy Chase
04.2019 - 03.2020
- Lead eCommerce, digital marketing initiatives and strategy for a portfolio of 25+ properties, including nationally franchised brands and independent hotels
- Assist in management of social media and creative teams
- Develop and implement client website content and imagery via proprietary brand content management systems (CMS) including Marriott, Hilton, IHG, Wyndham and Hyatt
- Create, manage and execute multiple ongoing marketing and media plans, with a focus on budget, ROI, and performance metrics, through various digital channels that include organic search, paid search, link acquisition, local search, banner and pay-for-performance ads, and social media marketing
- Monitor, measure, and analyze campaign performance metrics, online activity data and market research findings on a regular basis with the ability to immediately identify and react to changes
- Assist revenue management and distribution teams with strategies and tactics to increase revenue contribution from primary e-channels, brand websites, and hotel websites
- Consult in all relevant aspects of digital marketing; coordinate and lead hotel, brand and region-specific strategy sessions
Digital Client Service Manager
Marriott International, Inc.
Bethesda
05.2016 - 04.2019
- Responsible for the daily management of a large global portfolio of standard and upscale hotels within Marriott International's corporate-based search engine optimization (SEO) agency. This centralized in-house agency provides individual hotels with digital marketing solutions and services, with the goal of maximizing traffic and revenue through tactical offerings.
- Act as the main point-of-contact between the Marriott Digital Services Team and 45+ hotel properties, including contract negotiations, retaining 100% of existing clients while growing new business by 7+ hotels
- Work with multiple internal stakeholders and business units across the company including Marriott's Digital Centers of Excellence, rewards and credit cards teams, and mobile apps team in order to provide digital solutions to meet their needs and the needs of each brand
- Assist in copywriting and execute hotel website content updates
- Develop custom programs and tactics to achieve client specific KPIs including paid media ROI, social engagement, and website visits
- Implement and manage Search Engine Optimization strategies through optimization of on-site and off-site tactics, resulting in a 41% YOY increase in overall non-branded keyword visibility for the collective portfolio in 2018
- Provide performance reports and strategic recommendations to clients
- Oversee hotel properties' paid media strategies and consult on social media, paid search and natural search strategies
Digital Marketing Manager / Graphic Design Specialist
Dealer 360 Marketing
Reston
05.2015 - 05.2016
- Implement monthly advertising campaigns for client web pages
- Formulate segmentation, targeting, content and messaging strategies to increase customer engagement, open, click rate and revenue
- Manage full campaign cycles including presentation and project logistics for clients
- Work with business development managers to successfully execute campaigns, acquire client approval, and attain factory compliance
- Successfully develop targeted search marketing, online display advertising and search engine marketing strategies in accordance with Google standards to enhance Search Engine Marketing campaigns
- Conceptualize and designed original creative for monthly ad campaigns
Email Marketing Manager (Contract)
Marriott International, Inc. / The Ritz-Carlton Hotel Company, LLC
Bethesda
10.2014 - 03.2015
- Manage the development and execution of email marketing programs for the Marriott Rewards and Ritz-Carlton Rewards programs
- Add new capability to annual Cyber Monday email campaign, increasing revenue by 400% YOY and bookings by 335% YOY
- Formulate segmentation, targeting, content and messaging strategies to increase customer engagement, open, click rate, and revenue
- Co-manage relationships with third-party email delivery services, email design vendors, and creative agencies
- Supervise creative processes, timelines, approvals, projects, and budgets
- Development of new creative ideas to drive engagement and revenue
Account Manager
Dealeron, Inc
Rockville
09.2013 - 10.2014
- Manage and update websites for 275+ clients
- Ensure all expectations are being met and areas for website improvement are being identified
- Work closely with internal teams and third-party vendors to implement new features on client websites
- Use Google Analytics to measure, collect, analyze, and report internet data trends to clients to better optimize client websites
Account Manager
Babcock Automotive Advertising, LLC
Fairfax
09.2012 - 08.2013
- Design web banners, signs, logos, direct mail, and print advertisements for newspapers and magazines
- Aid in media planning, placement, and purchases
- Conduct media and market analysis for clients in order to focus media placement on targeted audiences
- Work with local vendors and media representatives to develop and execute grassroots events
- Create advertisements, wrote and distributed press releases, and helped book entertainment
- Monitor and updated agency and client social media platforms including Twitter, Facebook, and LinkedIn
- Assist the CEO in the development of creative ideas for television, radio, web, and print advertisements for all clients
- Develop and design monthly and bi-monthly email marketing campaigns and e-blasts
Education
Bachelor of Science - Communications/Public Relations
EAST CAROLINA UNIVERSITY
GREENVILLE, NC, UNITED STATES05.2012
Skills
- SEO / SEM
- Adobe Design Suite
- Google Campaign Manager
- Facebook Business Manager
- Social Media Strategy
- Google Analytics
- Basic HTML/CSS
- Content Marketing
- Marketing & Advertising Strategy
- CMS
- Content Strategy
- Search Engine Optimization
- Analytics & Reporting
- Digital Ad Sales
- Email Marketing
- Event Planning
- Web Design
- Media/Copywriting
- Social media marketing
- Website development
- Project management
- Digital marketing
- Customer service
- Content management
Certification
- BrightEdge SEO Certification, 06/01/16
- Marriott Interviewer Certification, 11/01/17
- Google Analytics Certification, 05/01/23
- Google Display Ads Certification, 05/01/23
- Google Search Ads Certification, 05/01/23
Awards And Accolades
- 2x Freddie Mac - Above & Beyond Award
- 12x Freddie Mac - SPOT The Best Award
Timeline
Owner & Operator
Washington Guitar Exchange
10.2023 - Current
Sr. Manager, Web Content Management
Freddie Mac
07.2020 - 08.2022
Sr. Manager, Digital Marketing
PM Hotel Group
04.2019 - 03.2020
Digital Client Service Manager
Marriott International, Inc.
05.2016 - 04.2019
Digital Marketing Manager / Graphic Design Specialist
Dealer 360 Marketing
05.2015 - 05.2016
Email Marketing Manager (Contract)
Marriott International, Inc. / The Ritz-Carlton Hotel Company, LLC
10.2014 - 03.2015
Account Manager
Dealeron, Inc
09.2013 - 10.2014
Account Manager
Babcock Automotive Advertising, LLC
09.2012 - 08.2013
Bachelor of Science - Communications/Public Relations
EAST CAROLINA UNIVERSITY
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