Michele Potts
Fuquay-Varina,NC
Summary
Highly creative Marketing Manager with expertise in transforming marketing and advertising strategies into desired results. Marketing metrics knowledge and collaborative skills supports achievement of targeted outcomes. Comprehensive background in consultative sales training, lead generation, tactical and strategic planning SEO, SEM. Branded Content, e-mail marketing and agency management. Innovative Marketing leader with 10+years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Marketing Manager
Lee Enterprises
01.2020 - Current
- Manage digital marketing campaigns including : SEO, PPC, Branded Content, Social Media and utilized Google Analytics to track conversions and ROI
- Oversaw 37% growth in new client acquisition
- Developed innovative online marketing platform that produced top-three results on all targeted keywords, yielding a 48% increase in organic search traffic and $17,000 of increased sales.
- Experienced in managing and buying media across multiple platforms
- Built relationships with customers and community to establish long-term business growth.
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Reviewed and optimized client sites to improve keyword targeting URL strategies, website architecture and content.
- Wrote and edited high-quality content and visually impactful programs under deadline pressure with exciting, captivating and authentic approach.
- Developed marketing content such as blogs, promotional materials and advertisements for social media.
- Identified appropriate marketing channels and target customers for campaigns.
- Developed campaigns and specific marketing strategies for clients.
Digital Agency Director
BH Media - Big Surf Media
02.2018 - 01.2020
- Designed strategic marketing and advertising campaigns to enhance agency development in market.
- Managed direction of agency by administering, directing and coordinating activities.
- Developed promotional plans and customer acquisition strategies and realized 110% jump in new business within 2 years .
- Oversaw preparation of marketing copy, images, videos, emails and other collateral.
- Built and strengthened strategic relationships with vendors, advertising agencies and leading media partners.
- Developed innovative online marketing campaign that produced 200 in store conversions based on Geofencing Campaign
- Developed insights on marketing campaigns to assess performance against goals.
- Performed ongoing keyword discovery, expansion and optimization to increase organic search footprint and drive relevant site traffic.
- Collected and analyzed Web metrics such as visits, time on site and page views per visit.
- Produced and submitted weekly reports outlining progress against KPI objectives.
- Used strong analytical and problem-solving skills to develop effective solutions for challenging situations
Digital Marketing Specialist
Philadelphia Inquirer / Philly.com
02.2016 - 02.2018
- Boosted brand awareness by establishing strong web and social media presence.
- Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements.
- Tracked and reported on marketing campaign performance monthly to help with optimizing current and future plans.
- Optimized social media channels and web pages to improve SEO and usability.
- Generated $21,000 in new sales directly from PPC program in 1st month for local business
- Utalized gated content to drive leads which resulted in 10% increase year over year for lead generation
- Managed digital projects end-to-end, from initial conceptualizing through final implementation and live monitoring.
- Optimized social media channels and web pages to improve SEO and usability.
- Develop original content through social listening and independent sources.
- Wrote content and uploaded it to Philly.com's content management system. ( Native Content )
- Created content strategies for digital media.
- Built, implemented and updated effective SEO strategies.
- Collected and analyzed Web metrics such as visits, time on site and page views per visit.
- Produced and submitted weekly reports outlining progress against KPI objectives.
- Optimized company website to improve engine ranking, user experiences and conversion rates
- Mentored and trained teams in KPI analysis and performance evaluation using Google AdWords and Google Analytics
- Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements
Marketing Manager
NJ.Com
01.2012 - 01.2016
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Increased digital sales year over year by 25 %
- Created company brand messaging, collateral materials, customer events, promotional strategies and product commercialization.
- Managed workflow between staff, coordinating documents, planning and creative material distribution.
- Utilized market trends and target audience statistics to effectively and appropriately market products.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets, and sales plans for business segments.
- Coordinated meetings between project members and clients to develop ideas, discuss progress and set goals.
- Transformed corporate website and social media platforms to better engage customers and promote sales.
- Executed optimal sales strategies to achieve commercial goals for target market.
- Reduced marketing costs by streamlining marketing roles, leveraging communications materials, monitoring budgets and developing protocol.
- Performed ongoing keyword discovery, expansion and optimization to increase organic search footprint and drive relevant site traffic.
- Recommended changes to website architecture, content and linking to improve SEO positions for target keywords.
- Managed content distribution to online channels and social media platforms.
- Used content management system to analyze user engagement and website traffic metrics.
- Utilized analytics and site metrics to determine areas of improvement.
Education
Bachelor of Science - Marketing
Rowan University
Glassboro, NJ06.1995
High School Diploma -
West Deptford High School
Westville NJ1991
Skills
- Strategic planning and strategic leadership
- Ad tech background- including technical aspects (display and video ad
- Experienced in Forecasting and Flashing weekly, monthly quarterly Yearly budget
- Experienced in planning, developing and executing impactful customer centric fully integrated marketing programs across mulitplatforms to drive both long term brand equity as well as lead generation
- Experienced in managing digital solutions including Social Media, SEO, SEM, Email and Native Campaigns
- Develop content strategy for year over year growth
- SaaS experience including Salesforce, BigCommerce and Shoppify
- Marketing automation
- Experienced in metrics -driven approach to tracking results
- Customer Relationship Management
- Google Webmaster Tools
- Market Positioning
- Public and Media Relations
Certification
Google Analytics Certified, FB Blueprint Certified, Google Ads Certified Experienced in Wordpress, Google Digital Garage Certified Hubspot Marketing Certified
Timeline
Marketing Manager
Lee Enterprises
01.2020 - Current
Digital Agency Director
BH Media - Big Surf Media
02.2018 - 01.2020
Digital Marketing Specialist
Philadelphia Inquirer / Philly.com
02.2016 - 02.2018
Marketing Manager
NJ.Com
01.2012 - 01.2016
Bachelor of Science - Marketing
Rowan University
High School Diploma -
West Deptford High School