Summary
Overview
Work History
Education
Skills
Websites
Affiliations
Timeline
Generic

Lauren Clasper

Cincinnati

Summary

Experienced marketing professional with a proven track record of exceeding company objectives through strategic new business acquisition tactics. Skilled in thriving under pressure and effectively navigating challenges while maintaining meticulous attention to detail to uphold brand standards.

Overview

17
17
years of professional experience

Work History

Sr. Manager, Digital Marketing Ranger Rick

NATIONAL WILDLIFE FEDERATION
11.2023 - Current
  • Manage day-to-day marketing plans and logistics for Ranger Rick magazine subscriptions (Ranger Rick, Ranger Rick Jr., Ranger Rick Cub, Dinosaurs and Zoobooks) and book clubs sales marketing via email, RangerRick.org, NWF.org, paid media (Facebook, Instagram, SEM, Bing) channels + logistics for any lead generation funnels.
  • Perform market analysis of various competitors, strategize new subscription offers, pitch new creative or pricing presentations and execute testing opportunities to support business goals.
  • Create various marketing calendars and update monthly for various campaign initiatives. Provide instruction for all online marketing collateral including static and video ads, marketing copy, pricing and tracking.
  • Cross-departmental projects include being a committee member for new RangerRick.org website vendor selection and email team lead for brand new marketing database connection with email vendor.
  • Provide vendor management to 8 vendors for various Ranger Rick online marketing efforts.
  • Cross-departmental and cross-organization voice and logistics for various Ranger Rick subscription marketing efforts.
  • Oversee $1.2M online budget for Ranger Rick magazine subscriptions.
  • Conduct performance evaluations, compensations and hiring to maintain appropriate staffing requirements.

Digital Marketing Manager, Operations

NATIONAL WILDLIFE FEDERATION
09.2022 - 11.2023
  • Managed day-to-day project management and deployment of all Ranger Rick emails. Work with Director of Marketing to ensure all test/offers and strategy plans are executed. This includes creating an email schedule with desired sends, copy, creative urls with appropriate tracking, working with third party vendor, Campaigner, to set-up email campaigns, review list segmentation and ensure any testing initiatives are ready to deploy within a timely manner, managing and collecting all creative assets, testing, editing, proofing and approving all email collateral and communicating approvals to third party vendor.
  • Managed day-to-day project management of all website assets for RangerRick.org. Managed and collected all creative assets for top and bottom banners, as well as slider and pop up ads as they pertained to the website. Worked with Sr. Marketing Manager to ensure pricing/order page strategy was aligned.
  • Managed day-to-day any assets on NWF.org that pertain to Ranger Rick magazine subscriptions. Collecting and managing creative assets for all ads on NWF.org including working across the organization to ensure proper placements and ad timeframes throughout the year.
  • Managed the user experience for all sites related to the marketing and sales of Ranger Rick products. Worked with Pubworx and CDS on current engage pages, updates, upkeep and ongoing testing, developed strategies that drive customers to the website), maintained consistent brand messaging throughout all platforms.
  • Managed creative assets for paid social media ads and worked with appropriate parties to ensure all ads are set-up with proper tracking and key set-up
  • Acted as the lead project manager for all new business promotions, tests and procedures for the Ranger Rick publications team. Pulled reports and analyze all marketing campaigns; Provided any feedback to upper management via compiled reports organized with Excel and Powerpoint.
  • Tracked online budget lines and processed online business line invoices monthly.
  • Managed 1 direct report - Jr. Designer for the Ranger Rick marketing team.

Digital Marketing Contractor (Part-time)

NATIONAL WILDLIFE FEDERATION
05.2021 - 09.2022
  • Developed detailed monthly email marketing calendar for all new business Ranger Rick campaigns, worked with third party email vendor, Campaigner, to set-up and deploy email campaigns.
  • Oversaw content creation for newsletters and promotional materials using Canva or via creative contractor.
  • Analyzed all email campaigns and reported results and provided feedback to upper management.

Manager, Direct Marketing – Digital Projects

NATIONAL GEOGRAPHIC
01.2015 - 01.2017
  • Developed and executed marketing campaigns for online, email, and partnerships for National Geographic magazines – both print and digital editions.
  • Optimized order conversions and monetization strategies through various creative designs, new payment vendors, A/B testing and search engine optimization to align with business goals.
  • Worked with our third party vendor to manage paid search (SEM) campaigns for all magazines (print and digital editions); Worked with third party vendor to analyze ongoing SEM efforts, keyword optimization, and set-up of test campaigns to ensure optimization of budget goals.
  • Led weekly team meetings and made presentations to key management and stakeholders. Communicated project goals, status and campaign results clearly and concisely. Worked strategically with teams inside and outside the organization to ensure organizational goals were implemented and met in ways that are measurable and actionable.

Manager, Digital Marketing

NATIONAL GEOGRAPHIC
05.2012 - 01.2015
  • Managed online and email promotions for National Geographic magazine, NG Traveler, NG Kids and NG Little Kids digital editions. Developed and executed complex test plans in alignment with organizational goals such as membership and mobile first initiatives.
  • Managed business relationships and reporting with vendors such as Apple, Amazon, Zinio, Google, Barnes and Noble and Next Issue Media (NIM), to ensure digital edition presence and reporting was aligned with contract agreements and budget goals; Worked with vendors to set-up and track promotional campaigns (acquisition and retention).
  • Managed detailed budgets for National Geographic magazine, NG Traveler, NG Kids and NG Little Kids digital editions.

Specialist, Group New Business

NATIONAL GEOGRAPHIC
09.2008 - 05.2012
  • Assisted in executing campaigns for all aspects of print, online and email promotions for NG Traveler, NG Kids, NG Little Kids, magazines. Led team meetings, approved proofs and executed test plans.
  • Assisted with budgets and prepared expense re-forecasts for print, online and email campaigns.
  • Communicated status of all activities assigned through clear and comprehensive Excel reports and analysis.

Education

Bachelor of Business Administration (B.B.A) - Marketing/Management

University of Cincinnati, Carl H. Lindner College of Business
Cincinnati, OH
06.2008

Skills

  • Project logistics and communication
  • Digital marketing strategy
  • Creative instruction for winning campaigns
  • Campaign analysis Budgeting
  • Cross-functional collaboration
  • Vendor management

Affiliations

Member, Direct Marketing Association (DMA) September 2008 - January 2017

Timeline

Sr. Manager, Digital Marketing Ranger Rick

NATIONAL WILDLIFE FEDERATION
11.2023 - Current

Digital Marketing Manager, Operations

NATIONAL WILDLIFE FEDERATION
09.2022 - 11.2023

Digital Marketing Contractor (Part-time)

NATIONAL WILDLIFE FEDERATION
05.2021 - 09.2022

Manager, Direct Marketing – Digital Projects

NATIONAL GEOGRAPHIC
01.2015 - 01.2017

Manager, Digital Marketing

NATIONAL GEOGRAPHIC
05.2012 - 01.2015

Specialist, Group New Business

NATIONAL GEOGRAPHIC
09.2008 - 05.2012

Bachelor of Business Administration (B.B.A) - Marketing/Management

University of Cincinnati, Carl H. Lindner College of Business

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