Summary
Overview
Work History
Education
Skills
Timeline
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Kelley M. Maxwell

Tempe,AZ

Summary

Versatile marketing leader, adept at developing marketing plans, managing tactical planning, and overseeing marketing department operations. Forward-thinking and resourceful leader with solid accomplishments in the field. Pursuing a new professional challenge.

Overview

15
15
years of professional experience

Work History

Regional Marketing Manager

Pima Medical Institute
03.2018 - 07.2024
  • Responsible for annual lead budget development, weekly lead forecasting presented to executive lead ship on a bi-weekly basis
  • Managed internal relationship with eight ground campuses, serving as (account) lead and liaison between campus and marketing/agency teams
  • Developed strategic marketing plans, managing day-to-day tactics
  • Managed customer media and outreach to include traditional broadcast media (radio, OOH), digital (PPC, paid social, display), database email and SMS campaigns
  • Partnered with external agencies for specialized projects, ensuring seamless integration of their work into overall marketing plans
  • Implemented data-driven decision making, resulting in improved campaign performance and efficiency (translating into higher student enrollments)
  • Implemented new program launches by initiating market research, strategic advertising projects and tactics
  • Managed marketing coordinator team member to include recruitment, training and eventual lay-off
  • Utilized multiple software platforms including Workamajig project management, company-grown CRM, MailChimp, Survey Monkey

Assistant Director of Client Services /Account Supervisor

Off Madison Ave
06.2015 - 03.2018
  • Managed day-to-day relationship and all communication with clients, serving as main point of contact and liaison between agency team and client contacts
  • Served as strategic and project lead, coordinating cross-functional teams to address complex client issues
  • Identified business challenges and presented solutions to challenges to new and exiting OMA clients
  • Project management for client projects including website design and development, traditional and digital media, branding, ad design and copy, content development and email strategy and deployment
  • Responsible for delivering exceptional results that led to longer-term partnerships and organic client growth
  • Coordinated cross-functional teams to address complex client issues, facilitating successful resolutions and strengthening partnerships

Executive Director, Product Marketing

International Cruise & Excursions Inc.
11.2014 - 06.2015
  • Manage strategy and execution for all travel product-related marketing
  • Email marketing management for multiple customer databases with a combined total of more than 500K email addresses to promote multiple travel product options including cruise and hotel
  • Management and introduction of post booking communication strategy, with upsell and customer service related content resulting in reduced customer service related calls
  • Oversight of direct mail efforts including travel magazines and direct mail pieces
  • Work collaboratively with business owners including 800+ member call center sales management, yield/revenue management and operations
  • Management and administration of full-time product marketing team

VP of Marketing/Director of Marketing

National Academy of Sports Medicine
04.2012 - 10.2014
  • Responsible for all aspects of marketing strategy including ecommerce, email, advertising, database communication, creative and brand management, public relations, social media, and content, with strong focus on ROI
  • Creation and management of successful lead generation activities - all with specific cost per lead metric measurement
  • Hired and managed employees, cultivating a high-performance culture within the organization by setting clear expectations for employees
  • Management of lead generation media including direct response television, radio, direct mail, online advertising (social advertising, retargeting, PPC and display) with constant optimization based on CPL data
  • Managed creation and production of a 30-minute infomercial – the first in the fitness education industry
  • Management, allocation and accountability to $8M+ marketing annual budget

Field Marketing Manager

Starwood Hotels & Resorts
09.2009 - 04.2012
  • Managed projects and regional advertising campaigns within in-house agency for multiple Starwood Hotels and Resorts across multiple markets
  • Hotel portfolio included convention hotels (B2B focus), golf and ski resorts (B2C, leisure focus), and airport hotels (mixture of B2C, B2B focused)
  • Creation, management, and post-campaign evaluation of national and regional campaigns for multiple hotel and resort brands
  • Management of hotel budgets and evaluation of campaign success via various reporting tool
  • Maintenance of media vendor relationships including market CVB’s, TravelZoo, Business Journals, local market online and offline publications

Education

Bachelor of Science - Business Administration

Northern Arizona University
Flagstaff, AZ
12.2001

Digital Marketing Professional Certification

Digital Marketing Institute
04.2023

Skills

  • Marketing Plan Development
  • Digital Marketing
  • Creative Direction and Planning
  • Campaign Development and Management
  • Product Launches
  • Collateral Development
  • Email and SMS Marketing
  • Vendor Relations

Timeline

Regional Marketing Manager

Pima Medical Institute
03.2018 - 07.2024

Assistant Director of Client Services /Account Supervisor

Off Madison Ave
06.2015 - 03.2018

Executive Director, Product Marketing

International Cruise & Excursions Inc.
11.2014 - 06.2015

VP of Marketing/Director of Marketing

National Academy of Sports Medicine
04.2012 - 10.2014

Field Marketing Manager

Starwood Hotels & Resorts
09.2009 - 04.2012

Bachelor of Science - Business Administration

Northern Arizona University

Digital Marketing Professional Certification

Digital Marketing Institute

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Kelley M. Maxwell