Edie Shimel

Developed highly collaborative marketing operations function designed to drive and accelerate opportunities across customer lifecycle through process-based testing and data-driven optimizations.

• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Worked collaboratively across revenue team to build and scale lifecycle marketing strategies across multiple platforms including HubSpot, ZoomInfo, and Sales Navigator.
• Established lead management system, clarifying definitions and terms with sales and marketing pipelines, implemented Hubspot lead scoring, using data to drive ongoing marketing funnel performance optimizations.
• Established lead handoff process. Continually sought to identify opportunities for better alignment between sales, marketing, and customer success teams, introducing personalized and time-saving automation, and established processes that increased SQL conversion rates by 30% from Q2 to Q4.
• Created tracking and reporting infrastructure to track progress toward goals across platforms using reporting tools including Hubspot and Domo.
• Managed day-to-day maintenance of aceup.com, taking on special projects like building a search engine optimization (SEO) program to drive visibility, engagement, and acquisition.

Created organization-wide digital marketing strategies, implementing a framework of deliverables using multiple tactics including demand generation and account based marketing through a variety of channels including SEO, database marketing, email, social media (paid and organic), and digital advertising that led to an increase of 260% in individual donations and a 51% increase in e-commerce transactions in 2021.

• Consulted with product development team and sales to enhance products based on customer interest data and developed customer acquisition campaigns based on product enhancements.
• Cultivated data-driven ABM (account-based marketing) strategies for B2B team, resulting in braille menus being available in every Starbucks in The United States and Canada starting in 2021.
• Oversaw organization-wide digital technology projects that included CRM transition from Salesforce to Hubspot, moving e-commerce operations to Shopify, and improving accessibility of digital experiences for website visitors.
• Collaborated with leadership team to drive strategies that supported key performance indicators(KPIs) and presented results to board of directors on a quarterly basis.
• Managed marketing budget in addition to key vendor relationships in areas including digital marketing, public relations, and graphic design, ensuring that projects stayed on brand, met business requirements and were delivered on time, within budget.

Drove brand awareness across all digital channels including social media, email, direct and programmatic platforms, Business to Consumer (B2C), Business to Business (B2B). Helped to create the brand identity for OOFOS. Collaborated with key stakeholders and agencies to increase ecommerce revenue to OOFOS.com.

• Provided weekly updates on digital marketing campaigns to the leadership team, discussing strategic initiatives and methods for improvement.
• Managed team of 2 direct reports, a Social Media Coordinator and a Marketing Coordinator
• Drove improvements to conversion metrics through A/B testing and funnel optimization while collaborating across the marketing team to devise strategies and roadmaps to support revenue goals.
• Owned social media audience growth initiatives including internal and external influencer programs that resulted in 1200% growth on Instagram and 500% growth on Facebook over 2 years.
• E-Commerce site manager in 2016 and 2017, implementing SEO (Search Engine Optimization) marketing best practices and overseeing a full website relaunch which led to a 110% increase in web sales year over year.
• As the lead member of the Envoy Business to Business (B2B) launch team, created the brand experience for sales reps and retailer accounts.

Worked closely with educators and organizations which sought to develop photography and media art focused programming. Through curriculum creation, classroom instruction, community outreach, mentorship and research, helped clients increase student interest and retention within existing programs and pilot new initiatives.

• Developed digital photography curriculum for Teen New Media Program at the Institute of Contemporary Art/Boston (ICA).
• Taught all ICA teen photography classes for 5 years. Worked with Education Department at ICA to develop and implement survey focused on long-term impact of participation in Teen Programs at ICA.
• Developed and taught digital art curriculum for Boston Public School's Camp Create session in 2013.
• Created and taught Visual Culture class for UMASS Boston's Urban Scholars program.
• Piloted for-credit photography program for high school students in partnership with Boston Public Schools. (ICA)

Managed Museum's ArtLink program: oversaw all marketing and community outreach initiatives, organized transportation, tours and after-school activities for low-income and special needs youth, providing over 1200 free-of-charge experiences a year.

• Co-managed docent training program, and developed and led sessions on universal design, social justice, and principles of art and design.
• Worked on interpretation team that created Maker Lounge brand for museum, including logos, fonts, physical experience in space and messaging.
• Developed creative technology-based curriculum and gallery experiences that included 3D modeling and printing, reverse engineering, circuits, and data-mining, and Instagram contests for Maker Lounge.
• Ran summer arts camp for elementary and middle school kids from planning and teaching to marketing programs and mentoring camp staff.
• Received 2015 Phoenix School Community Engagement Award for leadership.