Julie Freedman

Product Management and Stakeholder Engagement:

• Served as the key liaison for IT, effectively managing all product-related matters within Private Wealth Solutions digital marketing teams.
• Facilitated clear communication with customers and stakeholders, ensuring seamless collaboration.

Team Leadership and Agile Implementation:

• Led a cross-functional team of 4 developers, 4 Quality Assurance professionals, and 1 Product Owner, fostering a collaborative and high-performing work environment.
• Successfully implemented and operationalized the agile sprint process across all public sites, enhancing efficiency and project delivery.

Strategic Vision and Product Roadmap:

• Established and communicated the strategic product vision and strategy for Web Content Architecture, aligning it with company objectives.
• Defined and drove the product roadmap, introducing optimizations and innovative experiences to meet evolving market demands.

Digital Design Language and Deliverables:

• Successfully delivered a new Digital Design Language, enhancing the visual and functional aspects of digital products for stakeholders.
• Ensured alignment with stakeholder expectations and industry trends in digital design and user experience.

Marketing Tech Stack Management:

• Managed the development and maintenance of the marketing tech stack, specializing in web platforms.
• Oversaw the selection and integration of technologies to optimize marketing efforts and achieve business goals.

User-Centric Product Enhancements:

• Gathered comprehensive product requirements to enhance user satisfaction and continuously improve web products.
• Prioritized initiatives to align with company goals and values, ensuring a user-centric approach to product development.

Procurement and Integration of Marketing Tools:

• Led the procurement of new marketing tools, including A/B Testing, Web Archiving, and Accessibility tools, enhancing overall marketing capabilities.
• Collaborated closely with Marketing teams to maximize the utilization of tools, ensuring they contribute to the fullest potential.

Team Leadership and Collaboration:

• Directed and led a dynamic team of 9 professionals, including a Marketing Director, Copywriters, Email Manager, Content Manager, Campaign Specialists, Email Developer, User-Experience and Graphic Designers.
• Fostered a resilient team spirit and maintained company culture during the challenging times of the Covid pandemic.

Brand Management and Creative Direction:

• Directed the messaging and brand creative across all marketing collateral, online content, and guest communications, ensuring a cohesive and compelling brand presence.
• Guided the creative process from prospecting through booked guest touchpoints, maintaining consistency and excellence.

Strategic Partnerships and Advertising:

• Partnered with Direct Publishers to strategically purchase digital advertising and editorial online campaigns, optimizing reach and impact.
• Collaborated with IT to introduce website enhancements and identify lead-generating opportunities, enhancing the online presence and performance.

Booked Guest Communication Strategy:

• Developed and implemented the booked guest communication strategy using Salesforce, enhancing guest engagement and satisfaction.
• Collaborated with printers and a database analyst to produce strategic direct mail campaigns targeting key prospects and past guests.

Stakeholder Alignment and Industry Collaboration:

• Continuously aligned with stakeholders across the industry, understanding and addressing priorities and needs from both B2B and B2C perspectives.
• Fostered collaborative relationships to stay abreast of industry trends, ensuring the marketing strategy remained innovative and effective.

Marketing Channel Analysis and Optimization:

• Analyzed marketing channels to determine the most effective investments based on acquisition costs, ensuring optimal resource allocation.
• Implemented data-driven decisions to maximize ROI and improve overall effectiveness of marketing initiatives

Team Leadership and Growth Strategy:

• Directed a team of 7 professionals, overseeing roles such as Email Manager, Content Manager, Product Owner, Campaign Specialist, Email Developer, and User-Experience and Graphic Designer.
• Developed a comprehensive team growth strategy based on employee interests and skills, fostering a dynamic and motivated work environment.

Talent Acquisition and Contractor Management:

• Proactively hired contractors to support the expansion of email and content marketing, ensuring the team had the necessary resources for growth.

SEO-Driven Content and Brand Strategy:

• Applied Search Engine Optimization (SEO) analysis to formulate an optimal content strategy, enhancing online visibility and audience engagement.
• Utilized keyword analysis to develop a robust Brand Strategy and identify photoshoot needs, aligning content with strategic objectives.

Salesforce Marketing Cloud Implementation:

• Collaborated with IT for the successful implementation of Salesforce Marketing Cloud, Email Studio, optimizing marketing automation and communication workflows.

Email CRM Optimization:

• Optimized the Email Customer Relationship Management (CRM) strategy, enhancing customer engagement and satisfaction through targeted and personalized communication.

B2B Awareness and Committee Leadership:

• Led the Commercial Travel Advisor Committee to increase B2B awareness of the Online Portal, fostering collaboration and understanding of business needs.

Strategic Partnership Integration:

• Partnered with Strategic Partners and the Brand team to seamlessly integrate campaign assets, ensuring cohesive and effective cross-channel marketing.

Brand Creative Implementation:

• Directed the implementation of brand creative online, adhering to brand and communication guidelines for a consistent and impactful online presence.

A/B Testing and Optimization Program:

• Introduced an A/B Testing & Optimization program using the Optimizely Platform, enhancing the effectiveness of digital campaigns through data-driven insights.

Targeted Online Lead Generation:

• Successfully generated over 300 new leads weekly for the Direct Sales team through targeted online lead generation forms, contributing to business growth and sales objectives.

Brand Transformation Campaign:

• Actively participated in the Brand Transformation to the "Where Luxury is Personal" campaign, contributing to the evolution of the brand identity.

Product Vision and Website Redesign:

• Effectively understood and communicated the product vision and strategy for the website redesign, ensuring alignment with set deadlines and objectives.

Hybrid Agile Team Leadership:

• Directed a hybrid agile development team, including a Business Analyst, Product Owner, five Developers, and a UX Designer, fostering collaboration and efficiency.

Cross-Departmental Communication:

• Influenced communication across IT and Marketing departments, ensuring a cohesive approach to project execution and strategic alignment.

E-commerce Booking Engine Launch:

• Successfully created the user journey and launched the first e-commerce booking engine, resulting in a significant increase in booked revenue by $11 million.

Stakeholder Collaboration and Requirements Gathering:

• Collaborated with internal stakeholders and external partners to gather requirements, ensuring a comprehensive understanding of business needs.

Agile Backlog Management:

• Developed the website backlog in JIRA, prioritizing stories based on return on investment, and ensuring efficient project management within an agile framework.

Acceptance Criteria Development:

• Wrote descriptive Acceptance Criteria for business units to utilize during testing, ensuring clarity and alignment with project objectives.

Wireframe Analysis and Content Strategy:

• Determined relevant widgets from wireframes for Online Content Producers, facilitating the creation of engaging online experiences.
• Explained and created a shared content strategy, providing flexibility to Online Content Producers for diverse and impactful content creation.

Post-Launch Bug Resolution and Enhancements:

• Successfully closed over 500 bugs and added over 750 enhancements within 6 months post-launch, ensuring a smooth and continuously improving online platform.

Client Relationship Management:

• Cultivate and nurture new client relationships while effectively managing and enhancing existing client partnerships.

Paid Social Media Strategy Development:

• Formulate and implement a robust paid social media strategy tailored for a SaaS B2B company, optimizing online presence and engagement.

User-Experience Consultation:

• Offer expert guidance on creative user-experience strategies, informed by thorough market research and industry insights.

A/B Split-Test Audience Creation:

• Design and execute A/B split-test audiences, leading targeted and effective lead generation campaigns to drive business growth.

Facebook Analytics Setup:

• Establish Facebook analytics for accurate benchmark reporting, ensuring a clean and insightful understanding of social media performance.

Content Strategy for Travel Blogger:

• Provide comprehensive social media and website content strategy for a startup travel blogger, optimizing visibility and audience engagement.

SEO Implementation and Brand Consistency:

• Introduce search engine optimization (SEO) techniques and enhance brand consistency for an experienced travel blogger, elevating online presence.

Photography Optimization for Stock Aggregators:

• Categorize and optimize travel blogger photography for sale, ensuring seamless integration with stock image aggregators and maximizing revenue potential.

Technical SEO Strategy for AEM Redesigned Product Pages:

• Create and develop precise technical SEO requirements for the redesign of product pages in Adobe Experience Manager (AEM), ensuring optimal search engine visibility.

Adobe Digital Asset Management Strategy:

• Formulate a comprehensive strategy for Adobe Digital Asset Management within the AEM platform, optimizing the organization and utilization of digital assets.

Communication of AEM Digital Asset Management Requirements:

• Effectively communicate Digital Asset Management requirements within AEM to the digital marketing team, fostering seamless integration and collaboration.

Documentation and Presentation of SEO Requirements:

• Document and present SEO technical requirements to e-commerce product managers, ensuring alignment with overarching business objectives.

Synergy Enhancement between Earned and Paid Media:

• Collaborate with the paid media team to enhance synergy between earned and paid media strategies, maximizing the impact of the overall marketing efforts.

FAQ Pages Redesign and Categorization:

• Redesign and categorize over 200 Frequently Asked Question & Answer pages to precisely meet customer needs, improving user experience and information accessibility.

On-Page Optimization for New AEM Product Pages:

• Optimize all new AEM product pages for search engines while adhering to on-page brand guidelines, ensuring a cohesive and SEO-friendly online presence.

Influence on Creative Content through SEO Insights:

• Influence website creative content by comprehensively understanding and effectively communicating SEO search terms, aligning content with search engine best practices.

Presentation of Relevant SEO Standards:

• Develop and present relevant SEO standards to key stakeholders through engaging presentations, ensuring a clear understanding and consistent adherence to SEO best practices.

Strategic Partnership with Brightedge SEO Software:

• Partner with Brightedge, an SEO software company, to establish short and long-term Search Engine Results Page (SERP) goals, optimizing the digital footprint and visibility.

AEM Implementation Team Leadership:

• Managed the AEM implementation team, overseeing Business Analysts, Back-end and Front-end developers, Architects, and Engineers across both external agencies and the internal team.

Internal AEM Scrum Team Leadership:

• Established and led the first internal AEM scrum team for implementation, collaborating with User-Experience Designers to craft requirements based on design, business logic, and operational needs.

Adobe Marketing Cloud Implementation with Ernst & Young:

• Headed the Adobe Marketing Cloud implementation with Ernst & Young, encompassing Adobe Target, Analytics, Audience, and the Digital Asset Library.

Stakeholder Communication on Adobe Suite Synergies:

• Communicated the benefits and synergies of Adobe Target, Adobe Audience, Adobe Experience Manager, and Adobe Analytics to key stakeholders within the digital marketing realm.

Training on New Content Management System:

• Trained content, creative, and product marketers on the intricacies of the new content management system, covering aspects such as page creation, search engine optimization, and shared content.

Executive and Cross-Departmental Presentation:

• Presented Adobe Marketing Cloud capabilities to executives and various departments, ensuring a comprehensive understanding of the platform's potential and applications.

Customer & Business Requirements Gathering for AEM:

• Gathered all customer and business requirements for AEM, incorporating special widgets for quick content updates across the homepage and global navigation.

Dynamic Web Retargeting Campaign Creation:

• Formulated a dynamic web retargeting campaign by applying on-page data and addressing site limitations, enhancing user engagement and retention.

Presentation on A/B Targeting and Testing:

• Presented the benefits of A/B Targeting and Testing to the Promotional Campaign Team, utilizing Adobe Analytics to fuel recommendations for a comprehensive testing plan.

E-commerce Scrum Team Product Management:

• Headed the e-commerce scrum team as a Product Manager, specializing in the optimization of the conversion funnel for enhanced user experience and increased conversion rates.

Collaboration with Cross-Functional IT Team:

• Partnered closely with IT Business Analysts, information architects, lead developers, and an off-shore testing team to implement bi-weekly enhancements and address bug fixes.

User-Story Prioritization with Behavioral-Driven Approach:

• Wrote and prioritized user stories using a behavior-driven approach in JIRA, ensuring a customer-centric focus and alignment with overarching business objectives.

Website Redesign Agency Search and Selection:

• Led the search, review, and selection process for a website redesign agency, ultimately choosing Accenture for their expertise and ability to meet project requirements.

Leadership in Product, Personalization, and Creative Tracks:

• Led the product, personalization, and creative tracks, ensuring effective communication and documentation of requirements for each business unit in a detailed and organized manner.

Oversight of Redesign Project Manager and Lead Creative Designer:

• Overlooked the redesign project manager and led the creative designer on the scrum team, ensuring seamless collaboration and adherence to project timelines and creative objectives.

Team Management and Development:

• Manage and cultivate the growth of the Content Supervisor and Digital Producer, ensuring their professional development and effective contribution to the team.

Cross-Departmental Collaboration:

• Share the weekly merchandising calendar with various cross-departments and international teams, fostering streamlined communication and alignment across the organization.

Leadership in Cruise Deals Site Redesign:

• Spearhead the redesign of the cruise deals site section, incorporating a calendar price aggregator to enhance user experience and promotional effectiveness.

Collaboration with PricewaterhouseCoopers:

• Partnered with PricewaterhouseCoopers to develop comprehensive cruise deals requirements, ensuring a strategic and well-informed approach to business objectives.

Governance and Process for SEO:

• Establish governance and processes for on-page and image Search Engine Optimization (SEO), optimizing online visibility and search engine ranking.

Business Requirements for Promotional Landing Pages:

• Deliver precise business requirements for content-managed promotional landing pages, ensuring alignment with marketing strategies and customer engagement goals.

Collaboration with Analytics Manager:

• Collaborate with the Analytics Manager to share A/B testing and optimization test results with the department, providing valuable insights for data-driven decision-making.

Implementation of A/B Testing & Optimization Initiative:

• Spearhead the establishment of an A/B testing and optimization program, leveraging consumer web data to craft and implement a robust testing strategy for continual improvement.

Data-Driven A/B Testing & Optimization Strategy:

• Utilize consumer web data to inform and drive a data-driven A/B testing and optimization strategy, ensuring insights from user behavior shape effective enhancements.

Team Management and Development:

• Manage and foster the professional growth of the Content Coordinator, ensuring their skills contribute effectively to the overall success of the team.

Holistic Management of Multiple Campaigns:

• Oversee the management of four targeted homepages, over 80 promotional campaigns, and more than 120 targeted sales initiatives, ensuring comprehensive and strategic campaign execution.

Content Alignment Across Online and Mobile Channels:

• Manage online and mobile campaigns, guaranteeing content alignment across channels to deliver a consistent and engaging user experience.

Proactive Enhancements to Content Management System:

• Proactively recommend and implement enhancements to the Sitecore content management system, ensuring continuous improvement in content delivery and user engagement.

Website Traffic Analysis and KPI Assessment:

• Analyze website traffic using Adobe Omniture, assessing key performance indicators to derive valuable insights and inform strategic decision-making for ongoing optimization efforts.

Holistic Campaign Management:

• Oversee the management of the homepage along with more than 50 promotional campaigns and over 40 targeted campaigns, ensuring comprehensive and strategic campaign execution.

Technical Issue Troubleshooting:

• Address and troubleshoot technical issues related to promotional campaigns in collaboration with the revenue management team, ensuring seamless execution and optimal performance.

Collaboration for A/B Target Determination:

• Collaborate closely with revenue management and business intelligence teams to determine A/B testing targets, aligning strategies with revenue goals and data-driven insights.

Site Metrics Reporting from Adobe Omniture:

• Aggregate data from Adobe Omniture to generate insightful reports on site metrics, providing a comprehensive understanding of website performance.

Identification of Revenue-Generating User Behavior:

• Utilize Adobe Test & Target to identify user behavior patterns that contribute to revenue generation, optimizing strategies based on data-driven insights.