Joanna Litchfield
Senior Marketing Specialist
Neptune Beach,FL
Summary
Marketing leader with proven success at MamaBear Children’s Publisher, generating $1M in e-commerce revenue. Expertise in website management, email campaigns, and customer engagement strategies. Skilled in CRM automation and enhancing customer experiences, driving effective marketing initiatives. Demonstrated ability to optimize digital channels and leverage data insights for improved customer interactions.
Overview
20
20
years of professional experience
1
1
Certification
Work History
FRACTIONAL MARKETING VP
MamaBear Children’s Publisher
Austin, TX
01.2023 - Current
- Developing and managing all digital and brand marketing aspects for this start-up from scratch.
- Developed, built, and optimized the brand site.
- Mapped out the B2B/B2C and D2C growth strategy, lead generation, and engagement.
- Set up and managed all CRM/email marketing campaigns and Google Ads (Performance Based), Facebook and Instagram Ads, and local business listings, LinkedIn outreach to targets.
- Developed creative brand assets and all product assets, Authors, Imagers, Videos, TV, working in Adobe and Canva, across all Google and Social platforms.
- Responsible for all e-commerce sales and sales strategy, development of Sales Playbook for Bookstores and School Visit/Book Signing assets.
- Management of all customer subscription data, list management, and 3rd party integrations, including Amazon and Shopify.
- Working with no team and limited budget, in just 4 months we have achieved significant sales and repeat purchases, channel traffic/conversions from zero to more than 9K unique users, and a subscribed customer base of 11K.
CRM SALES & MARKETING SPECIALIST
Relate Central Inc.
Atlanta, GA
01.2023 - 07.2024
- Go-to-market strategy development and implementation for this new Tech Company.
- Sales and Marketing setup, support, and sales onboarding.
- Development of Sales Playbook, workflow processes, and Marketing Lead Management via B2B email campaigns, segmentation, list management, email template development and design of user stories, and website experience.
- Development and implementation of the Sales & Marketing Tech stack | Zoho CRM Suite, ZoomInfo |Sales OS, all automated workflows and email nurture programs, and digital channel engagement.
- Concept, development, and content management of Cyber Central Industry Blog.
- Concept, development, build, and ongoing content management | SEO optimization and performance management.
- Sales Dashboard reporting and Marketing Dashboard reporting using Google G4 and 3rd party integrations.
DIGITAL MARKETING MANAGER
Tom Zosel Associates Inc.
Chicago, IL
07.2021 - 11.2022
- TZA a manufacturing engineering company required growth of its SaaS Product management software (ProTrack Labor Management).
- My role was to develop the Digital Marketing Strategy to drive Marketing qualified leads across multiple channels and drive customer engagement and new customer growth delivered to the sales team through Salesforce CRM.
- Reviewed current Salesforce Marketing Cloud and rebuilt Salesforce CRM and Pardot prospecting from scratch (workflow automation and sales processes) and implemented lead generation marketing across all viable channels.
- Development of Standard Operating Processes (SOPs), documented for all lead generation activities.
- Designed, developed, and executed all email campaigns in Pardot, building customer content and brand stories for new customers.
- Implemented the TZA Blog, features, and content calendar.
- Built out all lead conversion forms and reporting.
- Business Intelligence Reporting | Sales Dashboard reporting and Marketing Dashboard reporting using Google G4 and 3rd party integrations.
- SEO optimization of the existing TZA website and updating of existing landing pages and content to the new digital strategy ensuring a 360-customer experience.
MARKETING MANAGER
Fintainium Inc.
Atlanta, GA
05.2020 - 06.2021
- FinTech start-up.
- Development of all Sales & Marketing and Customer Experience strategy/Marketing positioning.
- Build, develop, and manage the website and all product materials (videos, social, email campaigns, print).
- Strategy: Marketing Communications, Customer Experience Design, Digital Marketing, Print Marketing eCommerce, Website Management, Customer Engagement & Content Development.
- Strategy development, planning, and delivery of all Marketing Communications, Customer Experience Design, Digital Marketing, Print Marketing, Content Development and Website Management.
- Social Content Strategies & Advertising, customer brand messaging and user stories, social platform management, (Facebook, Twitter, Instagram, Amazon, Google Shopping, Google My Business) production and delivery.
- Design & Delivery, List Management, Segmentation (Klaviyo, MailChimp) Performance optimization, and performance and customer analytics reporting.
- (SaaS)
CUSTOMER EXPERIENCE SPECIALIST
Florida Blue
Jacksonville, FL
04.2019 - 04.2020
- Direct ownership of the enterprise Pay for Care (P4C) Journey Model adoption and identification of industry gaps to define the P4C customer experience strategy to reduce administration costs, increase growth, and optimize the Member experience by providing tools and services to improve retention and increase NPS.
- Key Responsibilities Customer Experience strategy to remove the paper and drive online self-help - current and future state mapping (Lifecycle Management - Life stages Birth through to Hospice) and process development.
- Planned and oversaw customer experience initiatives, including the definition, design, development, implementation, and integration of people, processes, and technology that led to measurable experience and administrative cost outcomes.
- CX business owner, partnering closely with Executive Sponsor(s), Business Lead, segment leadership, and IT partners through key initiative(s).
- Supported as the thought leader in applying customer experience methodology to business problems and managed risk by establishing project management processes (regular status reports) to address execution challenges and also regular updates to leadership on accomplishments of key milestones, as well as any risks or concerns.
E-COMMERCE MARKETING DIRECTOR
Nivel Manufacturing
Jacksonville, FL
02.2016 - 02.2019
- Total responsibility for B2B NivelParts.com & B2C BuggiesUnlimited.com in all aspects of IT project management, inventory management, product management, and marketing Strategy: Marketing Communications, Customer Experience Design, Digital Marketing, Print Marketing e-commerce, Website Management, Customer Engagement & Content Development.
- Delivery of all B2b and B2C email campaigns and ROAS across all advertising and social channels.
- Owner of the loyalty program including list management, segmentation, and all email campaign CRM delivery.
- Achieved $1.6M in revenue from scratch.
- Generation of $7M in eCommerce sales with 40% growth YoY in 8 months.
E-COMMERCE CX DIRECTOR
Fanatics Inc.
Jacksonville, FL
02.2013 - 02.2016
- Responsible for large cross-functional tech projects and complex problem-solving across multiple licensed websites delivering e-commerce, customer self-help/knowledge base/order management. Mobile in Game app and SAS.
- Capture, assess, and develop tech requirements/process requirements and partnerships.
- Vendor relationships with Oracle to deliver projects across multiple customer service departments and e-commerce sites simultaneously to stringent timelines.
- Business site IT migrations and project management of deliverables across multiple retail sports sites.
- Implemented SharePoint sites and dashboards to manage team, project, and priorities.
- Developed, built, and launched 6 self-help portals (designed and branded) for sports brands, NFL, NBA, Fanatics.com, Fans Edge, CollegeFootballStore, FootballFanatics.
MANAGING DIRECTOR DIGITAL
Marquette Group
Chicago, IL
11.2009 - 04.2012
- Development of Digital Agency strategy within the Yellow Pages Advertising Agency, resulting in a partnership with key technology platforms to deliver in-house production capabilities.
- Strategic interactive recommendations, client pitch, and delivery for Top 20 Fortune 500 companies.
- Management and negotiation of best-in-class SAS agencies, vertical specialists, partnerships, and reseller agreements including the Development of a Digital Product Portfolio to deliver best-in-class solutions to key National brands that were competitive, scalable, robust, and performance-driven.
- Recruitment and development of a multi-disciplined digital team from scratch across key interactive products (IYP, Business Listings Management, Paid Search, CRM, direct mail, lead generation pages, Mobile and Analytics.
HEAD OF MARKETING
Trinity Mirror Digital
London, UK
08.2005 - 08.2009
- Responsible for 42 advertising/publishing e-commerce sites and a marketing team across business development, product development, and sales.
- Development, design integration, and launch of 6 Tier 1 brands.
- Development and execution of sector-specific strategies.
- Broadcast of 7m emails monthly and a 2.9m user database.
- Development of key partnerships with Google, Yahoo, MSN, AOL, eBay.
- Reduction of cost of acquisition online from an average of £5 to an average of £2 in three months.
- Increase in online appointments by 51%.
Education
Masters In Business Administration - Management Science & Operations, Marketing Organizational Behavior
London Business School
London, UKBachelors -
Kingston University
Kingston upon Thames, United KingdomSkills
- Customer experience strategy
- CRM automation
- Database management
- Search engine optimization
- Email marketing execution
- Website design
- Content management systems
- Landing page development
- Lead generation strategies
- Marketing channel development
- Content creation and messaging
- Product marketing strategies
- Performance optimization
- Business analysis and research
- Team building and mentorship
- Salesforce Marketing Cloud expertise
- Pardot proficiency
- HubSpot skills
- NetSuite knowledge
- Microsoft Dynamics experience
- Zoho CRM capabilities
- Klaviyo usage
- MailChimp operations
- Shopify management
- WordPress administration
- Magento handling
- Adobe Omniture analytics
- Canva design skills
- Tableau visualization
- Data analysis with SQL and Excel
- Digital presentations with PowerPoint and HTML
- E-commerce strategy
- Content development
- Data-driven decision making
- Project management
Certification
- Salesforce Administration, Salesforce, 2020
- Marketing Administrator/ CRM, HubSpot, 2019
- Google Analytics, Google, 2011
- Google Ad Words, Google, 2012
- Council Member, GLG Technology, 2018
- CIM Marketing Communications, Chartered Institute of Marketing, 2006
- Collaborative Tools, SharePoint Administrator, 2001
Areas Of Expertise
Customer Experience Strategy, CRM Automation Development, Database Management SEO, Email Campaign Development & Execution, Website Design, Content Management, Landing Page Development, Lead Generation, Marketing Channel Development, Content Creation, Brand Messaging, Product Marketing, Marketing Optimization, Budget & Performance Optimization, Business Analysis, Research, Team Building, Mentorship, Salesforce Marketing Cloud, Pardot, HubSpot, NetSuite, Microsoft Dynamics, Zoho CRM, Klaviyo, MailChimp, Shopify, WordPress, Magento, Adobe Omniture, Canva Design, Tableau, Braze, Azure, Firefly, SharePoint, Smartsheet, Trello, Slack, Six Sigma, PowerPoint Presentations, Excel, SQL, HTML
Timeline
FRACTIONAL MARKETING VP
MamaBear Children’s Publisher
01.2023 - Current
CRM SALES & MARKETING SPECIALIST
Relate Central Inc.
01.2023 - 07.2024
DIGITAL MARKETING MANAGER
Tom Zosel Associates Inc.
07.2021 - 11.2022
MARKETING MANAGER
Fintainium Inc.
05.2020 - 06.2021
CUSTOMER EXPERIENCE SPECIALIST
Florida Blue
04.2019 - 04.2020
E-COMMERCE MARKETING DIRECTOR
Nivel Manufacturing
02.2016 - 02.2019
E-COMMERCE CX DIRECTOR
Fanatics Inc.
02.2013 - 02.2016
MANAGING DIRECTOR DIGITAL
Marquette Group
11.2009 - 04.2012
HEAD OF MARKETING
Trinity Mirror Digital
08.2005 - 08.2009
Masters In Business Administration - Management Science & Operations, Marketing Organizational Behavior
London Business School
Bachelors -
Kingston University