Innovative Marketing leader with 3+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Hi, I’m
Laura McDonald
Austin,TX
Summary
Overview
3
years of professional experience
Work History
FitBUX
Strategic Marketing Manager
07.2023 - Current
Job overview
- Create company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Boost brand awareness and generate leads while managing internal and external marketing campaigns and programs.
- Research developing trends to stay updated with new ideas and marketing practices.
- Develop and implement marketing strategies to use for launches, rebranding campaigns and promotions.
- Maintain documentation, detailing assignments, in-progress work and completed project milestones.
- Use data analytics to track lead generation campaigns and improve quality.
- Create and manage organic & paid social media campaigns to increase brand engagement.
- Devise content strategy to effectively engage target audiences.
- Optimize email campaigns to decrease subscriber churn rate.
- Analyze and report on KPIs to validate and demonstrate success of marketing campaigns.
Milk + Honey
Sr. Marketing Specialist
03.2023 - 07.2023
Job overview
- Design and execute email marketing campaigns (including newsletters, promotions, segmentations, and automated email flows) that drove over $2.5M in revenue for spa locations and over $90,000 in e-commerce revenue during May of 2023
- Conduct A/B testing on subject lines, email design, and calls-to-action to optimize and improve overall performance
- Manage email list segmentation and targeting strategies to increase email relevance and personalization, resulting in a 20.6% increase in subscriber engagement and a 2.6% higher conversion rate than that of service-based competitors
- Running point for the brands’ emerging SMS strategy – first responsive flow saw 45% CTR and generated over $1,500 in revenue
- Analyze email performance metrics and provide weekly reporting to stakeholders, including recommendations to support future strategy
- Web Design & Optimization
- Analyze engagement and customer acquisition across five user interfaces for milk + honey’s e-commerce website, spa site, salon site, consumer mobile app and third-party booking system
- Optimizing user experience across customer-facing digital marketing efforts to increase web conversions by 33% YoY
- Designing web-optimized graphics to increase conversion rates by 361% during Black Friday 2023 YoY
- Leading holiday visual strategy – developing photo & video assets to drive ad conversions by 299% YoY
- Social Media Management
- Plan, develop, and execute social media content that align with GTM strategy and overall marketing goals to increase brand awareness, engagement, and community growth to adhere to brand guidelines
- Analyzing all reports across social channels to implement effective strategy, driving 117% engagement increase YoY
- Create engaging social media content (including graphics, videos, written content, and community management) across all social media channels; with over 100,000 followers across channels to increase followers, and drive traffic to the website, and spa locations
- Implementing Instagram story series strategy to increase web traffic by 470% YoY
- Recognizing gaps and refining social posting schedule to Increase overall Instagram conversion rate by 382.11% YoY.
Milk + Honey
Marketing Associate
06.2022 - 03.2023
Job overview
- Edited website content and database to keep information correct and up-to-date.
- Developed marketing strategies and resolved problems to drive demand and increase provider utilization.
- Devised data visualization dashboards to make complex data more accessible to stakeholders.
- Analyzed data to uncover insights and identify key opportunities to inform strategic decisions.
- Wrote engaging and successful marketing, advertising, and website copy.
Postscript
Brand Marketing Representative
09.2021 - 06.2022
Job overview
- Engaged with SMB & Enterprise, brands – driving interest and providing value of SMS channel to initiate pipeline
- Created strategic SMS marketing campaign examples for potential clients, resulting in >60 sales qualified meetings to date
- Leveraged current brand messaging for SMB & Enterprise brands to offer relevant and creative SMS copy
- Exceeded quota throughout tenure to earn promotion to BDR 2 within two months; accruing over 85% meeting held rate.
- Coordinated with sales and operational teams to verify alignment of marketing initiatives with company goals.
- Maintained extensive knowledge of company products and services to provide top-notch expertise to customers.
- Developed business pipeline using cold and warm techniques.
Memoryblue
Sales Development Representative
04.2021 - 09.2021
Job overview
- B2B cyber security sales rep; performed initial contact and provided product value to initiate sales pipeline for AE
- Scheduled upwards of 10 meetings with c-suite executives in first 3 months of employment
- Generated positive ROI by screening and qualifying ~80 leads per day; ~30% higher lead generation than my counterparts.
- Established relationships with prospects and customers to promote product understanding and drive sales growth.
Greystar
B2C Marketing Coordinator
07.2020 - 04.2021
Job overview
- Drove resident retention by 11% over a five-month period by organizing 30 new resident events
- Applied Instagram & Google marketing; growing content interaction by 585.6% in 3 months; boosted reach by 45.5%
- Increased the property’s reputation score by 95 points, 52.8% higher than the portfolio average
- Took responsibility for the 90-Day Marketing Plan, normally the purview of the Asst Manager to increase resident engagement.
Education
The University of ArkansasFayetteville, AR
Bachelor of Arts from Journalism, Advertising and Public Relations
05.2020
University Overview
- New Arkansan Non-Resident Tuition Scholarship Recipient
- Dean's List 2018-2020
- 3.8 GPA
- Study Abroad: Bolivia, Photojournalism
Skills
- Klaviyo, Shopify, WordPress, Asana, Miro, Sprout Social, Google Analytics, Facebook Ads, Salesforce, Canva, Adobe Creative Suite, CSS/HTML
- Google Analytics
- Project Management
- Campaign Management
- Sales Expertise
- Market Research Expertise
- Market Trend Analysis
- Customer Demographics
- Marketing and Advertising
- Web Content Development
Timeline
Strategic Marketing Manager
FitBUX
07.2023 - Current
Sr. Marketing Specialist
Milk + Honey
03.2023 - 07.2023
Marketing Associate
Milk + Honey
06.2022 - 03.2023
Brand Marketing Representative
Postscript
09.2021 - 06.2022
Sales Development Representative
Memoryblue
04.2021 - 09.2021
B2C Marketing Coordinator
Greystar
07.2020 - 04.2021
The University of Arkansas
Bachelor of Arts from Journalism, Advertising and Public Relations
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