Daiquiri Rosen
Lenexa,KS
Summary
Performance-driven Vice President with 15+ years experience leading effective marketing strategy and campaign execution. Strategic planner, problem-solver, presenter, and collaborator with excellent business, financial, and technical acumen. Demonstrated record of success building successful teams, managing profitable operations, and fostering collaboration.
Well-versed in interfacing and collaborating on business processes to drive results based using data-driven insights. Known for exceptional employee development, establishing KPIs/metrics, and developing scorecards, workflows, and user journeys.
Skilled in working under pressure and adapting to new situations and challenges using forward-thinking approach and strong oral and written communications.
Overview
5
5
years of professional experience
1
1
Certification
Work History
Vice President, Marketing Operations
Crux KC
Kansas City, MO
11.2022 - 05.2023
- Developed and executed wide-ranging marketing campaigns, capitalizing on digital marketing, social media, affiliates, and offline channels to deliver a30% increased ROAS.
- Facilitated positive relationships with vendors to negotiate contract terms 5x more profitable for agency.
- Led integration of systems and data capture for CRM while introducing project management platform to optimize data analytics, deliver 100% employee adoption, and reduce technical debt 30%.
- Overhauled key performance indicators (KPIs) and metrics, standardized scorecards, reports and dashboards, and established cadence for review.
- Modernized service offers with 20% higher profitability by using deep data analysis skills and training sales teams to run profitability analysis prior to contract execution.
- Demonstrated excellent leadership and communication skills to motivate employees, build competent teams, increase collaboration 100%, and improve employee satisfaction 25%.
- Increased company growth 20% through collaboration with CEO, sales, digital/web, creative, and client account departments.
- Managed workflow between staff, coordinating documents, planning, and creative material distribution.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for client support.
- Identified and evaluated new technologies and add-on applications to improve and optimize marketing team efforts.
- Expanded opportunities to improve business process flows and productivity 50%.
Director, Marketing Technology (MarTech)
VMLY&R
Kansas City, MO
06.2021 - 10.2022
- Spearheaded and executed successful, multifaceted marketing plans across multiple channels, seven clients, and four industries.
- Monitored and coordinated workflows to optimize resources.
- Translated marketing-specific business objectives into IT requirements for three clients, reducing technical debt 25% and improving marketing campaign performance over 50%.
- Conceived and deployed data-driven campaign strategies, solutions to integrate cloud platforms with client legacy systems, solved complex problems, thus improving efficiencies 25%.
- Formed strategic partnerships and connected with potential clients to drive business development.
- Expanded Salesforce usage for two clients, doubling marketing campaign performance in three months.
- Generated 100% client satisfaction as lead director for three strategic accounts.
Director, ECommerce and Digital Marketing
DEMDACO
Leawood, KS
11.2019 - 06.2021
- Led marketing strategy, marketing operations, customer service, and sales operations, executing over 50 marketing campaigns per month while managing 20+ strategic programs.
- Doubled marketing performance for SEO, SEM, social media, affiliates, display, television, print, and video campaigns.
- Pioneered centralization, cleansing, and storage of data from multiple collection points, creating 45% improved audience targeting, 25% higher NPS, and $650K annual reduction in technical debt.
- Shaped and managed $1.5M+ annual marketing budget, maximizing campaign reach by aligning tactics with optimal channels.
- Accelerated company performance 40% through scalable process optimization, campaign automation, collaboration, eCommerce improvements, and operational efficiencies.
- Generated 78% of net B2B trade show sales (vs. 24% prior year) by conceptualizing and executing a comprehensive marketing strategy during COVID.
- Rehabilitated marketing and sales operations to create 182% incremental annual revenue (over $1M) through smart campaigns that outpaced all prior years 150%.
- Mitigated company risk of violating regulatory compliance laws (ADA, PII, GDPR, CPNI, and CANSPAM) by updating terms and conditions, privacy policies, and marketing best practices.
Account Director
Unbound Agency
Kansas City, MO
08.2018 - 11.2019
- Directed agency's largest client projects with eye for quality and customer needs.
- Extracted and interpreted data for analysis and presentation of campaign recommendations for 27 brands, securing 62% improved marketing performance and incremental revenue.
- Convinced and trained client's marketing teams to test multi-channel advertising tactics, A/B content and site testing, resulting in 37% higher campaign metrics.
- Obtained pricing deals, negotiated contracts, and solidified beneficial agreements.
- Collaborated cross-functionally with headquarters and regional teams nationally to maintain consistent message and experience.
- Improved quality of leads generated 25% and refined due diligence process for VP, Business Development.
- Interviewed, hired, and managed 100% of outsourced contract resources (copywriting, design, coding, and event marketing assets).
Education
Bachelor of Science - Business
Kansas State University
Manhattan, KSSkills
- Continuous Improvements and Efficiencies
- Online and Traditional Marketing and Advertising Strategy and Execution
- Data Capture, CRM Management, and Analytics
- Complex Problem Solving and Creative Thinking
- Strong Judgement and Decision-Making
- Leadership and People Development
- Vendor Management and Collaboration
- Oral and Written Communication
- Analytical Mind-set and Attention to Detail
- Program and Program Management
- Profitable Promotions and Marketing Campaigns
- Audience Segmentation and Personalization
Certification
- Certified Salesforce Marketing Cloud Email Marketing Specialist. Certificate number #22683792.
- Marketo (requires renewal).
- Managing Projects in Organizations: George Washington School of Business
- HubSpot: in progress
Philanthropy
- Leukemia & Lymphoma Society:
- 2022 LLS Students of the Year Campaign, parent mentor to winning team
- Ongoing fundraising
- Camp Quality USA: Spokesperson (campaign video) • Ongoing fundraising
- The Dream Factory of Greater Kansas City: Director of Screening • Director of Marketing
- Bags of Fun Kansas City: Keynote Speaker for Black & White Gala • Ongoing fundraising
Technical Depth
Proficient across all platforms with ability to go deep and roll up sleeves when necessary:
CRM and Marketing Campaign Execution: Salesforce • HubSpot • Listrak • Klaviyo • AEC/AEM • Google Marketing Platform • Function Point • Facebook • Instagram • Pinterest • Twitter • YouTube • Sprout Social • Hootsuite • Salesforce • Khoros • YotPo • Display Ads (Google, Yahoo, Bing)
Project Management and Operations: Microsoft Suite (Admin level) • MS 365 • Quickbase • Workflows • Oracle • Function Point • Salesforce • JIRA • Basecamp • Trello • Monday • Smartsheets • Hive • Microsoft SharePoint
Data Analytics and Reporting: Google Analytics • Google Data Studio • Customer Data Platforms (CDP) • Power BI/ Automate • Quickbase • SEM Rush • Ahrefs • Moz • Screaming Frog • Cognos • Tableau • Excel • Quickbooks • Cognos (IBM) • SAP (Qualtrics)
Creative Platforms: Invision (wireframes) • Issuu • Keynote • AEM/Adobe Creative Libraries • Salsify • Canva • SAM Software • Meta Tags/Titles/Descriptions • Approval Workflows • Acquia DAM • Adobe Advertising Cloud • Webdam • Oracle Content and Experience Cloud • Salesforce Media Cloud
Timeline
Vice President, Marketing Operations
Crux KC
11.2022 - 05.2023
Director, Marketing Technology (MarTech)
VMLY&R
06.2021 - 10.2022
Director, ECommerce and Digital Marketing
DEMDACO
11.2019 - 06.2021
Account Director
Unbound Agency
08.2018 - 11.2019
Bachelor of Science - Business
Kansas State University