JEANNE Exum
Summary
Results-driven Marketing Manager with 11+ years of experience in email, digital, B2B, PPC, paid media, and social media marketing. Skilled in developing and executing data-driven acquisition and retention strategies through direct response and digital campaigns. Adept at audience segmentation, A/B testing, and performance analysis to optimize customer journeys and maximize conversions. Proven ability to evaluate performance trends, test results, and market conditions to identify opportunities for growth. Experienced in cross-functional collaboration to ensure seamless campaign execution and strategic alignment. Expertise in tracking and assessing campaign performance, refining marketing strategies, and streamlining processes to enhance efficiency and drive measurable results.
Overview
9
9
years of professional experience
Work History
Membership Marketing
American Immigration Lawyers Association (AILA)
04.2025 - Current
- Used various market research tools and techniques to gather, analyze and interpret data.
- Collected and analyzed data from variety of sources to create detailed market research reports for top-level decision makers.
- Generated reports to support development and implementation of marketing plans.
- Wrote engaging and successful marketing, advertising, and website copy.
- Created customized marketing materials to increase membership awareness.
- Assembled reports and presentations to share insights and recommendations with stakeholders.
- Tracked key performance indicators to measure success of campaigns.
- Utilized specialized software to capture and process data.
- Collaborated with cross-functional teams to establish successful execution of projects and campaigns.
- Managed workflow between staff, coordinating documents, and creative material distribution.
- Used online and offline marketing to generate leads, increase visibility and drive sales growth.
- Organized logistics for marketing strategy meetings.
- Tracked key metrics and developed spreadsheets and data models.
- Maintained documentation, detailing assignments, in-progress work and completed project milestones.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Coordinated with design teams to develop high-quality creative assets.
- Optimized email campaigns to increase open and click-through rates.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Conducted market research to identify new opportunities and target markets.
- Devised content strategy to effectively engage target audiences.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
- Used strong analytical and problem-solving skills to develop effective solutions for challenging situations.
- Developed and maintained courteous and effective working relationships.
- Demonstrated strong organizational and time management skills while managing multiple projects.
- Self-motivated, with a strong sense of personal responsibility.
- Passionate about learning and committed to continual improvement.
- Excellent communication skills, both verbal and written.
- Skilled at working independently and collaboratively in a team environment.
Marketing Manager
American Academy of Physician Associates (AAPA)
10.2021 - 01.2025
- Led strategic marketing campaigns for healthcare CME, achieving 19% growth in credits earned and 14% increase in unique learners through online and in-person programs.
- Pioneered CME recommendation system and lead generation initiative, personalizing educational products based on medical specialties and demand patterns to enhance the value proposition.
- Developed and executed targeted member-centric email campaigns via Eloqua promoting medical educational courses, achieving 35% unique open rate while optimizing marketing performance metrics.
- Streamlined project management processes (Basecamp) through stakeholder coordination, ensuring prompt delivery of marketing objectives and brand consistency.
- Implemented performance marketing strategies across digital and print channels, perfecting campaign effectiveness through continuous KPI analysis using Google and Acumen Analytics.
Marketing and Communications Director
Southern Maryland Association of REALTORS
07.2019 - 08.2021
- Led comprehensive digital marketing initiatives, achieving 4% membership growth through targeted social media campaigns and 35% email open rates via strategic content development.
- Spearheaded 35-product rebranding project while refining website content, resulting in enhanced user engagement and streamlined member experience.
- Analyzed market trends and user metrics to drive data-informed improvements, leading to 3% higher email open rates and 2% increased click-through rates.
- Negotiated with vendors to secure 22% cost reduction while maintaining quality standards across multimedia projects and event productions.
- Designed diverse marketing collateral including e-programs, custom logos, and orientation materials, driving consistent brand messaging across channels.
- Fostered stakeholder relationships through targeted communications and vendor partnerships, delivering measurable improvements in engagement metrics.
Marketing Manager
Floormax Laurel
05.2016 - 07.2019
- Led diverse marketing campaigns, boosting organic acquisition by 48% and direct marketing by 17%.
- Managed $500,000 budget, aligning with goals and improving efficiency across campaigns.
- Increased website traffic 14.22% through targeted social media efforts and strategic sessions.
- Orchestrated multimedia campaigns across radio, TV, and digital platforms, securing premium placements and driving measurable brand engagement.
- Transformed content strategy through compelling press releases and marketing materials, strengthening brand positioning and market presence.
Education
Bachelor of Science - business administration, marketing
University of Maryland University College
05.2019
Skills
- Collaborative teamwork
- Analytical thinking
- Systematic problem-solving
- Proficient in organization techniques
- Flexible in dynamic environments
- Friendly, positive attitude
- Strategic task management
- Efficient documentation management
- Computer skills
Timeline
Membership Marketing
American Immigration Lawyers Association (AILA)
04.2025 - Current
Marketing Manager
American Academy of Physician Associates (AAPA)
10.2021 - 01.2025
Marketing and Communications Director
Southern Maryland Association of REALTORS
07.2019 - 08.2021
Marketing Manager
Floormax Laurel
05.2016 - 07.2019
Bachelor of Science - business administration, marketing
University of Maryland University College
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