Summary
Overview
Work History
Education
Skills
Accomplishments
Software
Timeline
Generic

Gregory F. Blough

Potomac Falls,VA

Summary

AWARD-WINNING MARKETER with 20+ years of diverse digital experience in B2B and B2C marketing. Accomplished critical thinker and team leader skilled in identifying and solving key business issues, based on data, and assessing short and long-term implications of decisions. Innovative relationship builder, with a reputation for successful marketing strategies & client-focused initiatives designed to grow revenue and customer satisfaction. Cross-functional experience with executive leadership, marketing, sales, product, finance, and legal.

Overview

25
25
years of professional experience

Work History

Sr. Principal, K-12 Marketing

EVERFI from Blackbaud
02.2021 - Current
  • Exceeded overall K-12 demand gen goals (paid search/social) on financial education, health and wellness, workforce readiness and STEM & History courses by 10%+ for the past 3 years.
  • Increased lead volume from our largest content partner, We Are Teachers, +80% YoY via highly engaging article and downloadable content
  • Led our two largest integrated marketing campaigns (Financial Literacy Month and Red Ribbon Week), exceeding course activation goals and increasing toolkit downloads by 1,000+ YoY
  • Launched two new, successful lead/conversion channels, Pinterest & Podcasts. Grew Pinterest channel to 3.8M+ total audience & developed podcasts into our top converting channel
  • Redesigned major K12 web pages (K12 Main, course listings page, course pages, channel mains), increasing UVs and PVs between 60-100% YoY
  • Manage and grow relationships with paid search/social agency and all content partners
  • Completed Blackbaud Generative AI Empowerment Program with a focus on converting webinar/video content to SEO-optimized blogs.

Marketing Consultant/Council Member

GLG
12.2019 - 01.2021
  • Consulted on projects related to digital marketing platforms, digital/mobile advertising, social media marketing, K-12 education marketing & sales organization efficiency

DIRECTOR, DIGITAL MARKETING

K12 INC.
07.2019 - 11.2019
  • Team Management: Managed team of three digital marketers, leading content development across state and local channels
  • Web Analytics: Mastered web analytics tools to enhance customer journey, site navigation, and web performance
  • SEO: Enhanced title tags and meta descriptions for 65 school websites, securing top search engine rankings across multiple keywords.
  • Web optimization: Generated an extra 2,000+ page views each month for the website.

REGIONAL DIRECTOR, MARKETING

K12 INC.
12.2015 - 06.2019
  • Demand Generation: Exceeded regional enrollment season goals for 3 consecutive years (including +10% leads, +10% applications received, and +8% net enrollment for FY19)
  • Integrated Marketing: Directed national, state, and local-level marketing and enrollment tactics (digital, TV, radio, social, email, SEM/SEO, direct mail, print, OOH, PR, collateral, local events) to drive lead acquisition and achieve desired enrollment targets
  • Partner Account Management: Presented marketing & enrollment strategies and weekly metrics to Heads of School and leadership teams at 20 online and blended schools, across 9 states, with 35,000+ student enrollment
  • Team Management: Supervised, trained, and motivated team of 7 local marketing managers accountable for field marketing, budgeting and the promotion, planning, and execution of 400+ events per year, achieving the highest event attendance rate in company
  • Go-To-Market Product Launches: Formulated and executed marketing plans for 5 new schools and several academic programs launched on tight deadlines, driving awareness and student enrollments

SENIOR DIRECTOR, PRODUCT MARKETING

AOL, INC.
09.1999 - 02.2015
  • Performed key roles in advertising sales for various teams including Sales & Inventory Planning, Brand Integration, Pricing Strategy, Product Marketing and Sales Operations as both an individual contributor and team supervisor.
  • Product Marketing / Sales Solutions: Served as Senior Director of Product Marketing for AOL Welcome Screen/AOL.com Homepage and other high reach, front door channels with ad revenue accountability of $100M+ annual sales target (~20% of AOL brand revenue)
  • Sold and optimized solutions for Fortune 500 advertisers via programmatic and reserved channels
  • Sales Operations & Revenue Growth: Increased ad revenue and average sold banner CPM’s by 20-30% per year, despite 15-20% annual declines in Homepage UV’s and PV’s
  • Training & Sales Enablement: Enabled sales/account management teams with all pre and post-sale materials (pricing, messaging, collateral, best practices, etc.) to overcome objections, close and renew business
  • Data Analysis and Reporting: Developed comprehensive, industry-specific competitive tracking, ad performance benchmarking, and post-sales reporting process that raised renewal rate by 15%
  • Pricing Strategy and Yield Management: Established rate card and negotiated pricing/legal terms for upfront, seasonal, and spot deals
  • Developed an innovative sales strategy/operational process that produced the first-ever $1M+ single day AOL Homepage banner campaign

Education

Bachelor of Business Administration (BBA) - Marketing

The College of William & Mary
Williamsburg, VA

Master of Business Administration (MBA) - Marketing

The University of Maryland
College Park, MD

Skills

  • Integrated Marketing Campaigns
  • Product / Brand Marketing
  • Content Strategy Development
  • Marketing Funnel Optimization
  • Digital Advertising
  • Website / Landing Page Optimization
  • Data Reporting / Analysis
  • Pricing Strategy
  • Vendor Relationship Management
  • AI-driven marketing

Accomplishments

EVERFI from Blackbaud

  • Delivered record-breaking quarter, generating 10,850 total marketing qualified leads, including our highest volume single week ever (3,230) and eclipsed 1,000+ MQL's in 3 consecutive weeks for the first time ever.
  • Promoted to Senior Principal, K-12 Marketing.

K12 Inc.

  • Rated in top 10% of company for 3 consecutive years, consistently over-delivering against acquisition marketing/event goals, while overseeing the company's largest region (30k+ students).
  • Planned, promoted, and executed K12's largest acquisition/retention-based event of the year, generating 1,274 total attendees and over 100 new leads.

AOL Inc.

  • Earned AOL Advertising CRUSHER Award at annual sales conference. One of 5 recipients among an 800+ global sales organization. Recognized for significant contributions to growing revenue and exceeding client partnership goals.
  • Promoted 5 levels with AOL, rising from a Media Planner to Senior Director of Marketing and Operations.

Software

  • WordPress
  • Salesforce
  • Asana
  • Google/Adobe Analytics
  • Canva
  • Mouseflow/CrazyEgg/HotJar
  • Microsoft Copilot

Timeline

Sr. Principal, K-12 Marketing

EVERFI from Blackbaud
02.2021 - Current

Marketing Consultant/Council Member

GLG
12.2019 - 01.2021

DIRECTOR, DIGITAL MARKETING

K12 INC.
07.2019 - 11.2019

REGIONAL DIRECTOR, MARKETING

K12 INC.
12.2015 - 06.2019

SENIOR DIRECTOR, PRODUCT MARKETING

AOL, INC.
09.1999 - 02.2015

Bachelor of Business Administration (BBA) - Marketing

The College of William & Mary

Master of Business Administration (MBA) - Marketing

The University of Maryland

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Gregory F. Blough