Erin Norsen
Waltham
Summary
Creative leader with over 17 years of experience in marketing and admissions. Proven track record in driving strategic enrollment initiatives and enhancing community outreach through social media and event marketing. Expertise in omnichannel content strategy and partnership development, resulting in significant brand elevation. Committed to fostering diversity and ensuring authentic engagement with varied audiences.
Overview
15
15
years of professional experience
Work History
Director of Marketing and Admissions
Minuteman High School
Lexington
07.2023 - Current
- Develop and execute marketing strategies to enhance enrollment and retention, achieving measurable growth.
- Oversee and mentor Admissions staff, ensuring team effectiveness and goal achievement.
- Lead website updates and social media strategies to improve communication and community engagement.
- Pioneered data-driven marketing strategies, significantly boosting enrollment and retention rates while optimizing recruitment efforts within Chapter 74 guidelines.
- Revamped digital and print presence through strategic content updates and social media campaigns, markedly enhancing community engagement and communication effectiveness.
- Spearheaded innovative changes in all event marketing that drove notable improvements in student and parent engagement.
- Optimized marketing budget allocation, creating impactful materials that substantially improved recruitment initiatives and resource utilization.
Senior Manager Content Production
AlerisLife
12.2022 - 07.2023
- Built and maintained an omnichannel content calendar, driving sales and marketing initiatives.
- Collaborated with Lifestyle 360 director to ensure alignment and efficiency.
- Led creation of integrated campaigns, managing relationships with internal and external partners.
- Developed intake processes and evaluated new requests from community and sales partners.
- Managed website content producer and writer, ensuring alignment with brand strategy.
- Spearheaded omnichannel content strategy, aligning sales and marketing initiatives to drive brand cohesion and maximize reach across platforms.
- Pioneered omnichannel content strategy, aligning sales and marketing initiatives to enhance brand cohesion and expand reach across platforms.
- Fostered partnerships with internal and external stakeholders to develop and execute integrated campaigns, driving cohesive marketing efforts.
- Implemented streamlined intake processes for community and sales partner requests, optimizing workflow efficiency and response times.
- Directed website content production, ensuring alignment with brand strategy and measurably improving online engagement metrics.
- Analyzed market trends to refine content calendar, resulting in targeted initiatives that significantly boosted sales and marketing performance.
Event/Facility and Business Coordinator
Minuteman High School
Lexington
08.2021 - 11.2022
- Coordinate facility rentals, increasing revenue and client satisfaction through efficient processes.
- Manage payroll, accounts payable, and bank deposits, ensuring financial accuracy and compliance.
- Foster partnerships with renters and Lesley University, enhancing educational opportunities.
- Optimized campus resource utilization through data-driven decision making.
- Provided crucial administrative support, enhancing operational efficiency across departments.
- Streamlined facility rental processes, boosting revenue and client satisfaction while managing payroll and accounts with precision.
- Cultivated strategic partnerships with renters and Lesley University, expanding educational opportunities and maximizing campus resource utilization.
- Implemented data-driven decision-making strategies to optimize campus resources, enhancing operational efficiency across departments.
- Provided crucial administrative support, fostering a seamless work environment and improving interdepartmental communication.
- Analyzed financial data to ensure compliance and accuracy in payroll processing, accounts payable, and bank deposits.
Creative Content Production Manager
New Balance
Greater Boston
10.2016 - 12.2020
- Supervised creative teams to ensure global brand consistency, enhancing production quality.
- Implemented new briefing process for retail and digital, boosting efficiency and cohesion.
- Produced multiple shoots simultaneously, reducing time and costs significantly.
- Led creative execution for NYC Marathon broadcasts, ensuring high-quality visual content.
- Negotiated music rights and legal agreements, improving compliance and reliability.
- Spearheaded new briefing process for creative teams, enhancing cohesion across retail and digital platforms, resulting in improved efficiency.
- Managed multiple simultaneous photo and video shoots, optimizing resource allocation and reducing production time and costs.
- Championed diversity in partner selection and content creation, aligning with consumer demographics and company values.
- Streamlined music rights and legal agreements with major labels, models, and influencers, ensuring compliance with internal legal requirements.
- Led Digital/Content brainstorms, fostering team creativity to support key brand storytelling initiatives during cultural moments.
- Pioneered new briefing process for retail and digital teams, enhancing cross-platform cohesion and significantly boosting operational efficiency.
Marketing Associate Lifestyle Design
New Balance
Greater Boston
08.2013 - 10.2016
- Managed NB Lifestyle global marketing budget, ensuring precise spending and financial accuracy.
- Directed web developers to enhance newbalance.com for NB Lifestyle, improving user experience.
- Established a global influencer program and launched a new global event strategy, transforming launch approaches.
- Led rebranding of NB customization, including photoshoots and the first media and consumer event for 998-customization.
- Oversaw global social plans and paid media for NB Lifestyle, resulting in significant audience growth.
- Spearheaded reimagining of newbalance.com, enhancing user experience for lifestyle consumers and driving digital engagement.
- Established global influencer program and event strategy, revolutionizing product launch approach and expanding brand reach.
- Fostered cross-functional partnerships between product and marketing teams, resulting in widely accepted, cohesive marketing plans.
- Managed global marketing budget for NB Lifestyle, ensuring accurate spending and optimizing resource allocation.
- Pioneered NB customization rebranding, orchestrating photoshoots and inaugural media event for 998-customization launch.
- Reimagined newbalance.com, enhancing user experience for lifestyle consumers and driving digital engagement with measurable results.
PF Flyers Marketing Coordinator
New Balance
Greater Boston Area
03.2011 - 08.2013
- Developed PF Flyers social media voice and partnered with agency for strategy, boosting engagement.
- Managed marketing budget and coordinated creative projects, ensuring timely delivery.
- Planned and executed PF Flyers POP Shop with Brooklyn Circus, enhancing brand visibility.
- Negotiated contracts and collaborated with Legal, securing favorable terms.
- Executed catalogs and coordinated with print vendors, ensuring high-quality production.
- Spearheaded PF Flyers social media strategy, partnering with agencies to develop brand voice and enhance digital presence.
- Led creative projects with design agencies, managing budgets and executing impactful marketing campaigns for PF Flyers and New Balance.
- Coordinated with web developers, legal teams, and retailers to streamline operations and ensure seamless product launches.
- Conceptualized and executed innovative marketing initiatives, including POP shops and anniversary releases, driving brand engagement.
- Managed end-to-end catalog production, overseeing product photography, data compilation, and vendor relationships for optimal results.
- Pioneered PF Flyers' social media strategy, collaborating with agencies to craft a distinctive brand voice and amplify digital engagement.
Education
Bachelor of Arts - BA - Social and Cultural Studies and Education
Lesley University
Cambridge, Ma Skills
- Communication skills
- Team leadership
- Project management
- Innovation strategies
- Data analysis
- Content creation
- Brand management
- Digital marketing
- Community engagement
- Creative strategy
- Relationship management
- Leadership development
- Budget management
- Content calendar oversight
- Integrated campaigns
Websites
Awards
- Silver Telly Awards, 2018, New Balance 2017 NYC Marathon Branded Content General Sports
- Silver Telly Awards, 2020, New Balance Call Me Coco Online Commercials Craft-Directing
Timeline
Director of Marketing and Admissions
Minuteman High School
07.2023 - Current
Senior Manager Content Production
AlerisLife
12.2022 - 07.2023
Event/Facility and Business Coordinator
Minuteman High School
08.2021 - 11.2022
Creative Content Production Manager
New Balance
10.2016 - 12.2020
Marketing Associate Lifestyle Design
New Balance
08.2013 - 10.2016
PF Flyers Marketing Coordinator
New Balance
03.2011 - 08.2013
Bachelor of Arts - BA - Social and Cultural Studies and Education
Lesley University