Joelle Freeman
Rochester
Summary
Results-driven senior marketing leader with 16+ years of experience and a passion for making a genuine difference through strategic problem-solving, innovation, and empathetic leadership. Skilled in creating impactful connections, pushing the boundaries of expectations, and driving the evolution of strategies, partnerships and transformative business impact. Adept at leveraging data, technology, and creative thinking to develop proven methodologies that drive business growth and enhance organizational performance.
Overview
9
9
years of professional experience
Work History
Senior Director, Strategy and Partnerships
Butler/Till
01.2024 - Current
- Owned the innovation and evolution of Butler/Till’s offerings, focusing on expanding strategic partnerships and identifying new opportunities for collaboration with industry leaders.
- Spearheading initiatives that leverage integrated strategies and industry insights to create long-term, sustainable value for clients over an agency wide investment portfolio of over $500M annual billings
- Directed design and execution of business transformation initiatives to drive performance, profit optimization and growth opportunities.
- Co-led a tiger-team of individuals that planned, developed and launched a proprietary SAAS platform based deep historical client expertise in the hyper-local marketing at scale space.
Director, Strategy and Partnerships
Butler/Till
07.2023 - 01.2024
- Managed and nurtured key strategic partnerships, developing and delivering tailored solutions to meet our evolving business needs over an agency wide investment portfolio of over $500M annual billings
across 30+ clients. - Focused on expanding market opportunities and optimizing business processes to streamline operations through efficient partnerships that consistently deliver value to our clients, and to Butler/Till as an agency.
- Acted as an internally and externally facing industry expert, through though leadership content development and industry event speaking engagements.
Director, Integrated Planning
Butler/Till
07.2020 - 07.2023
- Responsible for leading a team of Associate Directors, Managers and Planners, to produce connective communication plan strategies, ranging from annual budgets of $10M-$90M.
- Developed data-driven strategies that maximized effectiveness and drive transformative business impact based on the individual needs of each client.
- Led cross-functional collaboration to pursue innovative solutions that helped achieve better business outcomes and remove barriers to consistent, high-quality deliverables.
- Acted as a trusted marketing consultant internally and externally through a showcased understanding of the category, competition, and audience.
Digital Media Supervisor
Butler/Till
07.2018 - 07.2020
- Supervised a team of individual contributors that planned, executed and measured digital media campaigns, optimizing performance across platforms and analyzing key metrics to ensure alignment with client objectives.
- Managed the developed and executed measurably successful paid media strategies that consistently exceeded client expectations.
Digital Strategist
Butler/Till
07.2018 - 09.2018
- Collaborated with clients to develop digital marketing strategies, ensuring alignment with overall business goals and delivering measurable results.
- Manged the activation and optimization of diverse digital media campaigns.
- Conducted in-depth data analysis to identify opportunities for optimization and campaign improvement.
Manager, Digital Marketing
Mason Digital
04.2018 - 07.2018
- Led a team of individuals that planned, executed and optimized client digital marketing campaigns from initial concept to final implementation.
- Analyzed campaign performance and implemented changes to optimize digital marketing strategies, ensuring client success.
Digital Marketing Technologist
Mason Digital
03.2016 - 04.2018
- Worked closely with clients to develop and manage end-to-end digital marketing solutions, including campaign implementation and performance monitoring
- Identified trends in data and used insights to drive campaign optimizations, improving results and client satisfaction
Education
Bachelor of Arts - Rhetoric and Communications
University at Albany, State University of New York
Albany, NY12.2009
Skills
- Executive level strategy across Communication, Integrated Marketing and Paid Media planning approaches
- Data-Informed Strategy & Advanced Analytics Measurement
- Innovation & New Product Development
- Business Development & Go-to-Market Strategy
- Account, Client and Partnership Relationship Management
- Organizational Leadership & Change Management
- Emotional Intelligence & Team Building
- Agile Methodologies & Cross-Functional Collaboration
Industry Experience
Cross-Industry Expertise: Financial Services, Health & Wellness, Beauty Industry, Retail/CPG/eCommerce, Health Care & Health Systems, Pharma, Agricultural, Higher Education, Food & Beverage, and more.
Software Experience
Expert level proficiency in a deeply diverse MarTech stack including, but not limited to:
- Data Management: Adobe Audience Manager, Lotame and Nielsen
- Data Onboarding: LiveRamp, Acxiom, Signal and Neustar
- Customer Relationship Management & Marketing Automation: Salesforce, HubSpot, ZenDesk, Marketo, Pardot and Oracle
- Media Mix Modeling, Unified Attribution, Marketing Analytics platforms: Google Analytics, Adobe Analytics Piano Analytics, AppsFlyer, Marketing Evolution
- Research and Data Enrichment: Resonate, Pathmatics, Gartner, GWI and Brandwatch
- Partnership, planning, strategy and execution across all major on and offline media buying platforms
- Ways of Working: Wrike, Microsoft Suite, Paylocity, UKG, NetSuite, Prisma and Mediaocean
- Data Visualization: Tableau, PowerBi and Figma
Timeline
Senior Director, Strategy and Partnerships
Butler/Till
01.2024 - Current
Director, Strategy and Partnerships
Butler/Till
07.2023 - 01.2024
Director, Integrated Planning
Butler/Till
07.2020 - 07.2023
Digital Media Supervisor
Butler/Till
07.2018 - 07.2020
Digital Strategist
Butler/Till
07.2018 - 09.2018
Manager, Digital Marketing
Mason Digital
04.2018 - 07.2018
Digital Marketing Technologist
Mason Digital
03.2016 - 04.2018
Bachelor of Arts - Rhetoric and Communications
University at Albany, State University of New York
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