Laura Kaelber

• Develops and implements marcom strategies grounded in data analysis
• Leads cross-functional collaboration in developing the Brand and B2B strategy
• Works closely with various departments, including compliance, to increase operational effectiveness
• Conducts audience assessments and research to obtain detailed target consumer personas to maximize conversion.
• Builds digital content and strategy to drive acquisition.
• Manages creation of marketing materials, collateral and sales support tools across multiple product lines
• Designs and tracks A/B and multivariate tests
• Provided reports on ROI and campaign performance to management, contributing to the roadmap for repeatable and scalable growth
• Maintains the website while building SEO content to drive organic traffic and lead capture
• Designs and executes sales-enablement events and symposiums for 50-300 guests to strengthen brand visibility and recognition

Accomplishments:

• Developed SEO content creation, resulting in a 125% increase in organic traffic year over year
• Built new digital infrastructure for lead capture supporting various product lines
• Drove an 85% increase in LinkedIn followership year over year
• Promoted and managed the opening of 4 new branch locations
• Executed 4 sales enablement and symposiums annually, each resulting in an average of $5MM in volume

• Developed and executed marketing strategies for the mortgage business, collaborating across sales, compliance and executive teams to leverage market trends
• Managed omnichannel campaigns involving design and coordination of direct mail pieces, landing pages, digital ads, SEM, and email campaigns.
• Spearheaded the development and management of Velocify lead management system and CRM and back-end coding of digital lead capture and delivery
• Developed effective lead lifecycle communication strategies
• Reported performance metrics to leadership to implement changes to processes, determine ROI and increase conversion
• Served as a subject matter expert building strong relationships with key stakeholders to elicit and capture business goals, translating them into data-driven, customer marketing strategies that directly impact growth

Accomplishments:

• Delivered 44% of monthly overall volume for mortgage line of business
• Spearheaded SEO content strategy, resulting in a 1,261% increase in organic traffic over two years
• Onboarded and customized point of sale experience that increased conversions by 42%
• Enhanced digital top-of-funnel lead capture, resulting in a 30% increase in conversion

• Spearheaded lead capture and drip email campaigns
• Managed Salesforce lifecycle for retention
• Executed events to cultivate referral relationships
• Processed loans and aided our underwriting department