Laura Popp
Cypress,TX
Summary
Innovative marketing & communications leader with a proven history of leading the conceptualization, strategy, budgeting, promotion, execution and management of successful integrated marketing and communications programs B2B/B2C. Highly motivated and passionate about strategic corporate communications, brand management, events, project management, media relations, advertising and product or platform launches.
Overview
22
22
years of professional experience
Work History
Director of Advertising
GERMANIA INSURANCE
Brenham, TX
01.2018 - 10.2023
- Led and managed an exceptional team that orchestrated Germania’s annual strategic marketing and communications initiatives in-house with a $3.5M Advertising budget
- Developed over 130 Go-to-Market sales enablement tools for the digital asset management platform
- Wrote content for product communications and managed team’s content projects
- Implemented SEO content marketing strategies including blog content for driving traffic and creating awareness increasing website traffic to over 100K monthly
- Rebranded annual agent conference to G3X
- Annual attendance increased 163% from 2006 to 2023
- Annual attendance surpassed the goal of 800 in 2023
- Raised $37,500 in partnership/sponsorships
- Managed all phases of marketing and communications integration tied to brand, collateral, website, and social platforms including social listening/sentiment
- Led grassroots effort on agency learning management system with a goal of 350 agents registered
- Coordinated podcast and wrote the interview scripts
- Launched first-ever HR digital ad campaign “We Can’t Be US without U” to increase applications
- Increased lead generation opportunities via social channel giveaways which benefited local charities up to $25K annually
- Expanded digital marketing channels to include Twitter and IG for lead generation and content marketing increasing overall social engagement by 28%
- Fostered and maintained key sponsorships/partnerships, board member and independent agent relationships
- Increased employee publication (SharePoint) open rate to 64% by including quizzes and contests of branded merchandise and/or online store gift certificates.
Director of Corporate Communications
GERMANIA INSURANCE
06.2012 - 01.2018
- Initiated and led grassroots corporate communications strategies and activities by scaling a team to manage internal/external communications including planning, execution, and distribution in-house with a $2.3M budget
- Reduced expenses by $150K transitioning policyholder newsletter to digital online format ONLY
- Utilized intranet for key tactic employee communications which included eliminating newsletter saving $40K annually
- Advised leadership and insurance agents on media relations efforts
- Interviewed, wrote, and published content for announcements, emails, publications, President’s message, website, press releases and PowerPoint presentations
- Developed and implemented marketing and communication plans for all assigned projects, including authoring/editing content, including graphic designers
- Reduced $200K in advertising agency expenses by creating an in-house agency
- Established digital agent newsletter (Constant Contact) with a 46% open rate
- Initiated social media channels & guidelines – FB & LinkedIn (2012)
- Managed storm/crisis communications – policyholders and insurance agents.
Marketing & Communications Manager
GERMANIA INSURANCE
05.2003 - 06.2012
- Established a MarCom team to manage advertising, internal/external communications, emails, branding, graphic design, sales collateral materials, websites, donation/sponsorships, and social media with a $2.3M budget
- Spear-headed the first-ever annual agent conference from concept to launch including venue, speakers, menus, entertainment, and brand giveaways
- 2006 agent conference registration exceeded the goal of 250 by 17.2%
- Rebranded and launched new Germania Insurance logo/tag line under $5K
- Strategized brand opportunities by participating in local home shows, and chamber events
- Launched loyalty/affinity program for policyholders internally at no cost to company
- Developed a storm/crisis communications strategy
- Managed traditional advertising outlets in collaboration with advertising agency
- Counseled local agents on potential public relations opportunities – newspaper and TV
- Initiated and launched a corporate sponsorship/corporate responsibility program.
Marketing & Communications Specialist
06.2001 - 06.2003
- New role and established various aspects from enhancing publications, internal/external communications, brand, managing events, PR, sponsorships/donations, and storm communications.
Education
Bachelor of Arts - Journalism concentrating in public relations
University of Houston
Skills
- Microsoft Office Suite
- Canva
- Salesforce
- Asana
- Microsoft Clarity
- AP Style Writing
- Emplifi
- WordPress
- Critical Mention (PR)
- Constant Contact
- Relo Metrics
- WriterAccess
- Frontify
- Bynder
- IStock/Getty Images
- CVENT
- Critical Thinking
- Conflict Management & Problem-Solving Skills
- Influential Communicator
- Organizational Leadership
- Marketing & Communications
- Strategic Negotiations
- Communications External/Internal
- Brand Strategies & Management
- Advertising/Promotions/Collateral
- Public Relations/Media Relations
- Event & Trade Show Management
- Lead Generation & Nurturing
- ROI and KPI Measurement
- Budgeting-Cost Management
- Campaign Strategies
- Digital/Websites/SEO/Social Media
- Storm/Crisis Communications
- Insurance Agent Media Counseling
- Brand Identity/Brand Online Stores
- Coaching & Mentoring Teams
Timeline
Director of Advertising
GERMANIA INSURANCE
01.2018 - 10.2023
Director of Corporate Communications
GERMANIA INSURANCE
06.2012 - 01.2018
Marketing & Communications Manager
GERMANIA INSURANCE
05.2003 - 06.2012
Marketing & Communications Specialist
06.2001 - 06.2003
Bachelor of Arts - Journalism concentrating in public relations
University of Houston
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