Karlene Cameron Swalley
Larkspur,CO
Summary
Manage teams responsible for successful omnichannel marketing, consistently surpassing business targets. A results-oriented, data-driven marketing leader, my experience encompasses designing and leading comprehensive marketing strategies for high-profile telecommunications products, like Lumen’s Home Internet services, AT&T Wireless, Microsoft Mobile, and Clearwire. I specialize in integrating paid, owned, and earned media channels to deliver on business objectives. Armed with a deep understanding of the evolving MarTech/AdTech space, I can effectively orchestrate complex marketing plans and technical requirements across multiple channels and teams. With a strong focus on digital transformation, I ensure consistent execution of targeted marketing programs and alignment with product and customer experience.
Overview
20
20
years of professional experience
Work History
Sr. Manager, Online Marketing
Lumen Technologies
03.2020 - 11.2023
- Drove digital transformation with IT/development requirements for online support tools, transforming online tools, content, and internal search.
- Assembled and managed a digital marketing team with a $2.6M budget, acting as tactical strategy POC for CenturyLink Home Internet.
- Improved team performance by providing comprehensive training and fostering a collaborative work environment, reducing tactical campaign lead times by 4 weeks.
- Devised a digital transformation roadmap, reducing call center traffic by 5%.
- Spearheaded cross-channel campaigns to improve customer experience, reducing contact rate from 12% to 7.4%.
- Established paid media content as a revenue-generating asset, achieving a 2.2:1 ROAS and $.64 CPC average.
Director of Marketing
Email on Acid
02.2018 - 02.2020
- Led the establishment and development of a marketing department for a B2B SaaS organization.
- Developed comprehensive marketing plans for product launches, resulting in an increase in customer acquisition by 82% within 6 months.
- Boosted brand awareness by implementing targeted marketing campaigns and strategic partnerships.
- Accountable for planning, developing, implementing, and evaluating all marketing activities, inclusive of communication and public relations.
- Created the yearly strategic marketing plan which utilized omnichannel marketing campaigns to grow revenue by 22%.
Director of Marketing
Faithlife
03.2015 - 08.2017
- Managed a team of 14 professionals responsible for B2B and B2C marketing strategies, as well as the yearly marketing budget of $3.2M.
- Responsible for all marketing planning, execution, communication and PR activities.
- Coached team to define and implement successful integrated marketing programs.
- Grew new customers by 226% in six months for B2B SaaS product launch.
- Recommended and implemented new email vendor, resulting in cost savings of $1.7M annually
- Established digital marketing as a center of excellence, resulting in ROAS of 19:1 in Google Adwords branded terms and a 5:1 return in non-branded terms.
Senior Marketing Strategist, CRM
Group Health Cooperative
06.2011 - 03.2015
- Led two direct reports, as well as cross-functional teams, to develop comprehensive B2B and B2C omnichannel marketing campaigns.
- Developed and executed robust B2B lead generation campaigns that included website and content development, paid media, social media, SEO, email nurture strategy, event planning, offer testing and direct response.
- Met market share goal of 19% and achieved a 240% increase in leads over a one-year period.
- Advocated for email as a marketing tactic, resulting in $1.5M annual savings.
Senior Customer Base Marketing Leader
Clearwire
07.2009 - 06.2011
- Managed $5.1 million annual marketing budget and one direct report.
- Developed customer base marketing department from ground up in fast-paced technology environment.
- Reduced marketing spend by 36%.
- Increased incremental revenue 82% by establishing comprehensive 'always-on' upsell/cross-sell communication strategy, utilizing a variety of marketing channels.
Education
Master of Business Administration (MBA) -
University of Phoenix
Mountlake Terrace, WA01.2004
Bachelor of Science (BS), Journalism -
University of Idaho
Moscow, ID01.1991
Skills
- Strategic Planning
- Talent Development
- Budget Oversight
- Digital Media
- Omnichannel / Integrated Marketing
- Marketing Operations
- Data Analysis
- Web/e-commerce
- Technical Requirements Writing
- Content Development & Social Media
- Google Analytics
- SEO (Offline & Technical)
Platforms and Tools
- Content Management Systems: AEM, WordPress
- Generative AI: IBM Watson
- Digital Tools: Content Square, HotJar, Screaming Frog, SEMrush
- Marketing Automation: Salesforce, HubSpot, Marketo
- Social Media: Facebook, Instagram, LinkedIn, X, YouTube, Reddit, NextDoor
- Digital Media: Google Ads, Amazon Advertising, Taboola, Outbrain
Other Highlights
- Public Speaker
- Faculty Certification, University of Phoenix
- Professional Consulting Service: MKS Solutions from 2016-2019
- Published Author, Dark Awakening, Dark Gathering and Dark Storm.
- Wrote articles and feature stories for national publications (Appaloosa Journal, Performance Horse Magazine, Las Vegas Review Journal, Moscow/Pullman Daily News)
Timeline
Sr. Manager, Online Marketing
Lumen Technologies
03.2020 - 11.2023
Director of Marketing
Email on Acid
02.2018 - 02.2020
Director of Marketing
Faithlife
03.2015 - 08.2017
Senior Marketing Strategist, CRM
Group Health Cooperative
06.2011 - 03.2015
Senior Customer Base Marketing Leader
Clearwire
07.2009 - 06.2011
Master of Business Administration (MBA) -
University of Phoenix
Bachelor of Science (BS), Journalism -
University of Idaho