Summary
Overview
Work History
Education
Skills
Timeline
Generic

LAURA BORING

Atlanta,GA

Summary

  • Accomplished marketing executive with proven experience creating value for B2B and B2C businesses. Passionate about customer-centric marketing strategies, data driven insights and achieving results. A "player-coach" people leader, skilled at managing high performing teams in an agile and fast paced environment.

Overview

34
34
years of professional experience

Work History

Director, Email & Mobile Marketing- GMSS

IHG Hotels & Resorts
Atlanta, GA
06.2025 - Current
  • Collaborate with global marketing teams to deliver 2.85 billion emails annually for 20 hotel brands in 21 languages.
  • Evolved reservation journey emails, improving guest personalization, and branding. Simplified complex data structure for elegant and agile delivery.
  • Continuously develop hypotheses to test and optimize email performance to drive revenue.
  • Develop tools, implement programs, and train staff in Salesforce Marketing Cloud capabilities to improve ROI, and production efficiency.
  • Partner with the technology team as a business owner to evaluate, define, and deliver new features and capabilities.

Sr. Director, Retention & Engagement

Hearst Media
New York, NY
07.2021 - 02.2022
  • Led digital marketing strategies to retain 300K digital news subscribers across six metro markets (~$55M rev).
  • Grew the 2021 average tenured rate among digital subscribers by 73% year over year, exceeding rate and revenue goals through pricing optimization while maintaining churn goals.
  • Direct strategy to test organic and paid channels efficiently, using data science models. Facebook tests to date have resulted in a 14% improvement in customer retention among selected audiences.

Dir, Integrated Marketing

HD Supply (The Home Depot)
Atlanta, GA
11.2018 - 07.2021
  • Exceeded marketing revenue targets (~$1B) through data-driven strategies and go-to-market plans across four distinct customer verticals: Multifamily Housing, Hospitality, Healthcare, and Institutional ($3B business, 100K+ SKUs).
  • Developed and executed a dynamic, 1:1 customer promotional program, "Buy More and Save," exceeding all KPIs ($7M/quarter incremental GSAR), reduced selling complexity for 1,000 field sales reps, drove sustained customer engagement, and incremental revenues.
  • Created new lifecycle marketing programs: customer acquisition ($2M yr 1), lost customer win-back programs ($3M yr 1.5).
  • Achieved 3x revenue growth from the email marketing channel.
  • Led cross-functional marketing strategy and execution across merchandising, sales, analytics, and online teams. Developed quarterly integrated marketing plans, and led the execution of digital media, collateral, virtual sales training, and achievement of KPI measures.
  • Led the team and agency partners to establish a marketing strategy and map customer journey touchpoints across email, direct mail, online advertising, the website, and apps.

Senior Director, Product Management & Audience Engagement, NSS/CMG Atlanta

Cox Media Group
Atlanta, GA
11.2015 - 11.2018
  • Led email optimization, content marketing, loyalty programs, digital media buying, and strategy. Programs drove each phase of consumer lifecycle engagement resulting in 3x increase in retention among engaged subscribers ($1.2M revenue).
  • Achieved 2017 & 2018 KPS for audience engagement - 65% print subs registered for digital; 72% subs active last 20 days; 50% of active subs are loyal, premium site users
  • Partnered in customer acquisition - Introduced paid content meter tests, resulting in a 51% increase in subscription starts in Q1, 2018.
  • Collaborated daily with editors, sales leaders and digital publishing teams to support strategic and tactical decisions in service of business goals.
  • Omni-channel marketing drove 63% of all site traffic to CMG sites (social, search, email)

Director, Audience Engagement, Group Lead NSS

Cox Media Group
10.2013 - 11.2015
  • Created new business practices and processes to drive digital premium content consumption and engagement among subscribers for all Cox print/digital. Led multi-market team through influence and in-direct management.
  • Developed above industry results among content email campaigns and transactional journey programs. Engagement work delivered 3x higher retention and increased user consumption. Improved value perceptions supported increased pricing models.
  • Led a team of 2 platform managers and influenced local newspaper market Editors and leaders to achieve local and shared engagement results.

Director Marketing - Market Development - Internet Marketing Director

The Atlanta Journal-Constitution
Atlanta, GA
06.2002 - 09.2013
  • Led and directed $6M annual budget for the marketing of print and online product brands including: ajc.com, ajccars.com, ajchomefinder.com.
  • Led the brand architecture approach for product management and strategy alignment.
  • Selected to participate in various company strategic initiatives including: PCT Director, Product Development Process Creation team, Digital Strategy, and AJC Sunday re-launch project.

Vice President/ Sales & Marketing- Advertising Director- Marketing Director

The Herald-Times
Bloomington, IN
04.1994 - 05.2002

Media Director

Hirons & Company
Bloomington, IN
05.1991 - 04.1994

Education

Bachelor of Science - Marketing

Indiana State University

Skills

  • Digital marketing
  • Omni-channel communications and media
  • Data-driven marketing
  • Customer journey, CRM
  • B2B and B2C marketing
  • Product marketing
  • Project management
  • Subscription, membership, loyalty marketing
  • Email marketing strategy and journey mapping
  • Leadership, change management, cross-functional teams, team development
  • Agile product development

Timeline

Director, Email & Mobile Marketing- GMSS

IHG Hotels & Resorts
06.2025 - Current

Sr. Director, Retention & Engagement

Hearst Media
07.2021 - 02.2022

Dir, Integrated Marketing

HD Supply (The Home Depot)
11.2018 - 07.2021

Senior Director, Product Management & Audience Engagement, NSS/CMG Atlanta

Cox Media Group
11.2015 - 11.2018

Director, Audience Engagement, Group Lead NSS

Cox Media Group
10.2013 - 11.2015

Director Marketing - Market Development - Internet Marketing Director

The Atlanta Journal-Constitution
06.2002 - 09.2013

Vice President/ Sales & Marketing- Advertising Director- Marketing Director

The Herald-Times
04.1994 - 05.2002

Media Director

Hirons & Company
05.1991 - 04.1994

Bachelor of Science - Marketing

Indiana State University

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