Summary
Overview
Work History
Education
Skills
Websites
Mission
Timeline
Generic

KRISTEN SCHIPFER-BARRETT

Summary

Dynamic digital marketing evangelist and communications professional with a passion for transforming brands with solid strategy, innovative execution, and forward-thinking leadership. An advocate for brand growth through embracing digital channel able to implement successful digital and communications initiatives in a variety of industries including retail, event planning, the music industry, and other verticals. A tenacious problem-solver ready to solve business pains while delivering a consistent brand identity and a positive experience for external customers and internal stakeholders alike. An empathetic leader growing teams' strengths by listening, challenging skill thresholds, and leading through action instead of ideals.

Overview

15
15
years of professional experience

Work History

DIGITAL MARKETING CERTIFICATE PROGRAM ADVISORY BOARD

UNIVERSITY OF SOUTH FLORIDA
01.2020 - Current
  • Serving as an advisory board member for the USF Muma College of Business's Digital Marketing Certificate Program to help shape and direct future iterations of the Digital Marketing Certificate program with other marketing leaders from around the country.

DIGITAL MARKETING DIRECTOR

TARSUS GROUP (MEDICAL)
05.2021 - 09.2023
  • Served as the Head of Marketing and marketing leader for Cardiometabolic Health Congress (CMHC) and LiVDerm; directed all integrated marketing activities including facets such as digital channel marketing, web development, content marketing, partnerships, and direct mail campaigns
  • Increased traffic for CMHC by over 1200% over any recorded history within the first six months.
  • LiVDerm saw over 2300% increase in traffic and a 328% increase in event registrations for our South Beach Symposium conference over pre-pandemic figures within the first 8 months.
  • Drove over 46.5% new business on average for each conference from new marketing activities.
  • Established and managed marketing budgets of over $1 million while increasing ROAS by over 186% and multi-touch attribution of around 582% on average.
  • Introduced full-scope analytics and reporting methods to measure campaign success across all brands.
  • Utilized data to make informed decisions about future strategy and campaign optimizations across channels.
  • Managed the data clean-up process to take us from 6-10% data completion rates to 60-80% completion with identifiable customer data for enhanced segmentation.
  • Identified resource deficiencies, recruited, and directed the scope of work and executional activities of eight direct reports in various marketing capacities along with another twelve shared resources.
  • Restructured the organizational scope of marketing to serve as an in-house agency to business unit leaders including resource allocation, briefing processes, meeting structure, execution, and reporting.
  • Acted in a change management capacity and as a voice for continued growth in senior management for our portfolio.
  • Brought internal corporate communications efforts to the group to allow further transparency and collaboration amongst individual silos.
  • Project managed a variety of high-impact projects such as web platform and e-commerce transitions, a rebrand campaign, data migration, as well as regular management of agency relationships, vendor sourcing, contracts, and the efforts of the marketing department as a whole.
  • Expanded digital marketing efforts to include PPC, performance marketing, programmatic advertising, drip campaigns while enhancing existing efforts to larger impact.
  • Brought campaign-based thinking to the company where full cohesive strategies were executed by the marketing team to achieve certain goals and themes.
  • Expanded Public Relations efforts to secure footholds in relevant industries and moved beyond simple newswire distributions to include individualized media pitching efforts.

DIGITAL MEDIA AND COMMUNICATIONS MANAGER

W.S. BADCOCK CORPORATION
01.2018 - 04.2021
  • Slashed agency costs and built better brand cohesiveness with the transition of social media, email, and digital reputation management from an outsourced function to an in-house function for all corporate accounts and over 380 individual store accounts.
  • Fully built in-house digital marketing initiatives and strategies from the ground up to create a team of five direct reports to execute social media, email, SEO/SEM, PPC campaigns, public relations, internal communications, reputation management, and more.
  • Regularly presented, propositioned, and secured greenlight and budgetary allocation with executive leadership and franchise stakeholders.
  • While responsible for strategy, content direction, and outcomes on all customer-facing digital marketing campaigns, our levels of social media engagement rose over 230%, email subscribers rose over 78%, and customer satisfaction in reviews and resolutions increased from an average of 2.8 to 4.3 in less than 18 months.
  • Through the digital marketing, communications, and public relations directives with the launch of the e-commerce platform, the company thrived during the pandemic and was well-positioned to sell to a publicly traded company shortly after my departure.
  • Cut costs and expanded services through vendor contracts and relationships while maintaining a dedicated budget of over $5 million.
  • Re-structured and simplified both internal and external communication initiatives and increased PR functions for the company through integrated marketing efforts and expanded media outreach.
  • Helped shape the direction of transactional e-commerce and in-house CRM initiatives by serving on committees for both functions.
  • Directed the strategy and execution of pandemic crisis messaging for marketing and corporate communications efforts.
  • Served as part of the Marketing Management team, directing overall marketing strategy and decisions for the entire corporation and its dealer network.
  • Spearheaded a transition of the internal communications portal including vendor sourcing, acquisition, implementation, design, strategy, and rollout.

COMMUNICATIONS COORDINATOR

W.S. BADCOCK CORPORATION
10.2016 - 04.2021
  • Streamlined and executed corporate and franchise communications while directing function and content strategy of the internal communications portal; including a full platform migration.
  • Wrote the winning nomination for the company to be named Home Furnishing's Association's 2018 Retailer of the Year.
  • Began building framework and initiatives that would later become the foundation of the digital marketing team.

ONLINE CONTENT MANAGER

IQPC EXCHANGE
03.2015 - 10.2016
  • Strategized and developed content in the form of articles, interviews, blogs, press releases, infographics, and reports for purposes of lead generation and supporting the sales team.
  • Crafted and conducted interviews with senior-level executives serving roles in multiple industries including Finance, Cyber Security, Human Resources, Procurement, Shared Services, Corporate Counsel from Fortune1000 companies for content development.
  • Created and managed 24 social media accounts aimed at various industries to increase brand awareness and conversions through engaging social media content.
  • Increased social followers by over 80% and content downloads from social media by over300%; with growth in overall levels of social engagement, and click-throughs to sites.
  • Developed press releases and performed media outreaches in a public relations function.
  • Created and sent targeted email blasts within CRM while consistently producing conversion rates within industry standards between 6-10%

MARKETING DIRECTOR

HANDS IN MOTION MUSIC PRODUCTIONS
01.2014 - 12.2014
  • Gained awareness and bookings for new artists through omnichannel promotions, social media management, website development, content development, copywriting, graphic design and other needs.
  • Optimized SEO and Meta tagging for sites, content, and YouTube uploads.
  • Wrote forward strategy for the company that has since led to considerable growth in revenue and awareness for the record label.

INTERN -UNIVERSAL AGENT- TEAM LEAD

AT&T INC.
05.2011 - 08.2014

SOCIAL MEDIA ADMINISTRATOR

HI LIFE BAR AND GRILL
02.2009 - 03.2011

Education

DIGITAL MARKETING CERTIFICATE -

Muma College of Business, University of South Florida

B.A. MASS COMMUNICATIONS -

Zimmerman Advertising Program, University of South Florida

A.A. GENERAL STUDIES -

Hillsborough Community College

Skills

  • Team Leadership
  • Email Marketing
  • Digital Marketing
  • Strategy
  • Planning
  • Press Kits/Releases
  • Public Relations
  • Communications
  • Social Media
  • Account Management
  • Interviews
  • Sales
  • Presentations
  • Adobe Creative Suite- InDesign, Illustrator, and Photoshop
  • Art- Painting, Drawing
  • Copywriting/Editing
  • SEO/SEM
  • PPC
  • CRM
  • HubSpot
  • Data Management
  • Analytics
  • Google Analytics
  • Cosmetology\Beauty Industry
  • Digital/ Film Photography
  • Graphic Design
  • Music Industry /Label Experience
  • Storytelling
  • Communications
  • Advertising Campaigns
  • Artist Promotion
  • B2B/B2C Marketing
  • Website Content Development

Mission

DIGITAL EVANGELIST, MARKETING, AND COMMUNICATIONS LEADER

Timeline

DIGITAL MARKETING DIRECTOR

TARSUS GROUP (MEDICAL)
05.2021 - 09.2023

DIGITAL MARKETING CERTIFICATE PROGRAM ADVISORY BOARD

UNIVERSITY OF SOUTH FLORIDA
01.2020 - Current

DIGITAL MEDIA AND COMMUNICATIONS MANAGER

W.S. BADCOCK CORPORATION
01.2018 - 04.2021

COMMUNICATIONS COORDINATOR

W.S. BADCOCK CORPORATION
10.2016 - 04.2021

ONLINE CONTENT MANAGER

IQPC EXCHANGE
03.2015 - 10.2016

MARKETING DIRECTOR

HANDS IN MOTION MUSIC PRODUCTIONS
01.2014 - 12.2014

INTERN -UNIVERSAL AGENT- TEAM LEAD

AT&T INC.
05.2011 - 08.2014

SOCIAL MEDIA ADMINISTRATOR

HI LIFE BAR AND GRILL
02.2009 - 03.2011

DIGITAL MARKETING CERTIFICATE -

Muma College of Business, University of South Florida

B.A. MASS COMMUNICATIONS -

Zimmerman Advertising Program, University of South Florida

A.A. GENERAL STUDIES -

Hillsborough Community College
KRISTEN SCHIPFER-BARRETT