Krysti Roush
Mesa,AZ
Summary
With over 13 years of marketing experience, I bring a collaborative and results-driven approach to defining and executing integrated marketing campaigns. My holistic expertise spans paid, earned and owned channels, with a focus on driving demand generation and conversions in seamless alignment with sales and revenue goals. My proven track record includes leading integrated, full-funnel marketing campaigns for diverse B2B and B2C brands, including Fortune 500 companies like Express Scripts, Honeywell Aerospace, CDW, Aflac, and Edward Jones, as well as start-ups.
Overview
12
12
years of professional experience
Work History
Senior Vice President, Performance Marketing
Manifest, LLC
09.2023 - Current
- Developed and introduced new strategies and agency services to drive profit growth, increasing revenue from new and existing customers by 20%.
- Oversaw a 15-person marketing team, promoting continuous improvement, enhancing processes and reducing costs as head of a highly efficient and profitable group.
- Led teams executing data-driven marketing campaigns that optimize customer acquisition, conversion and retention rates, resulting in improved brand lift, positive ROI, and expanded market share for B2B and B2C customers.
- Collaborated with the executive leadership team on long-term strategic planning that ensured sustainable success and company growth.
- Championed using advanced analytics tools to gain deep insights into customer behavior patterns driving business growth objectives.
Vice President, Performance Marketing
Manifest, LLC
02.2020 - 08.2023
- Successfully rebuilt the social media department, while concurrently managing, mentoring and sustaining high-performing paid media and SEO departments.
- Collaborated with executive leadership teams to set strategic marketing goals aligned with overall business objectives and led the development and execution of integrated digital marketing strategies across over 25 unique accounts.
- Spearheaded initiatives to refine target audience segmentation and deliver more tailored messaging, increasing conversion rates by 110% and reducing cost per acquisition by 32%.
- Increased brand awareness and consideration among ICP audience by 8% YoY through data-driven content marketing campaigns.
- Led and collaborated with cross-functional teams, including brand strategy, creative, analytics, and technology, to develop creative assets for integrated marketing campaigns.
- Conducted in-depth research and competitor analysis to identify emerging trends and opportunities, informing strategic decision making, campaign planning and content/creative development.
Senior Manager, Customer Marketing
Honeywell Aerospace
10.2018 - 02.2020
- Collaborated with internal and external stakeholders to create and execute co-marketing campaigns, increasing marketing-qualified-leads (MQLs) by 50% year-over-year and and achieving Return on Marketing Investment (ROMI) of +12.
- Utilized first party data and market research insights to develop tailored marketing messages for specific target audiences to drive sales pipeline and revenue
- Collaborated closely with sales teams to provide them with marketing support materials, enhancing their success rate in closing deals.
- Mentored global colleagues on best practices in customer-centric marketing tactics leading to their professional growth and development.
- Tracked and analyzed campaign performance against key performance indicators across regions, and compiled and presented comprehensive marketing results and insights to senior leadership
- Managed and reconciled global channel marketing budgets monthly and quarterly.
Group Director of Performance Marketing
Manifest, LLC
05.2018 - 09.2018
- Led team of marketing professionals, directing traffic growth strategies, SEO, content distribution, and paid media campaigns across over 30 brands.
- Negotiated partnerships with external vendors, reducing expenditures by 10%.
- Measured campaign performance using analytics tools, enabling data-informed decision making for future initiatives.
Director of Performance Marketing
Manifest, LLC
04.2015 - 05.2018
- Brainstormed content marketing strategies based on client’s business goals, existing content and key performance indicators.
- Developed and executed data-driven content marketing programs, driving organic traffic growth, achieving consistent 24% monthly growth.
- Improved lead generation with targeted pay-per-click advertising campaigns, reducing customer acquisition costs by 81%.
Search Strategy Manager
Manifest, LLC
06.2013 - 04.2015
- Improved website rankings by conducting keyword research and implementing on-page optimization techniques.
- Provided SEO recommendations to improve site architecture, optimizing crawlability, and indexation for search engines.
- Utilized various tools such as Google Search Console, SEMrush, Ahrefs, and Moz Pro for data-driven decision-making in optimizing SEO efforts.
Marketing Performance Analyst
Yodle, Inc.
10.2012 - 05.2013
Search Marketing Consultant
Yodle, Inc.
11.2011 - 10.2012
Education
Master of Arts - Communication Studies
Arizona State University
Glendale, AZ05.2015
Bachelor of Science - Justice Studies
Arizona State University
Tempe, AZ05.2008
Skills
- Strategic Planning
- Digital Marketing
- Marketing Plan Development
- Content Strategy
- Competitive Analysis
- Lead Generation
- Lifecycle Marketing
- Paid Media Campaigns
- Social Media Marketing
- Search Engine Optimization (SEO)
- Account Based Marketing (ABM)
- Marketing Analytics and Performance Metrics
- Team Leadership
- Business Development
Timeline
Senior Vice President, Performance Marketing
Manifest, LLC
09.2023 - Current
Vice President, Performance Marketing
Manifest, LLC
02.2020 - 08.2023
Senior Manager, Customer Marketing
Honeywell Aerospace
10.2018 - 02.2020
Group Director of Performance Marketing
Manifest, LLC
05.2018 - 09.2018
Director of Performance Marketing
Manifest, LLC
04.2015 - 05.2018
Search Strategy Manager
Manifest, LLC
06.2013 - 04.2015
Marketing Performance Analyst
Yodle, Inc.
10.2012 - 05.2013
Search Marketing Consultant
Yodle, Inc.
11.2011 - 10.2012
Master of Arts - Communication Studies
Arizona State University
Bachelor of Science - Justice Studies
Arizona State University
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