LAURIE BLUM
Wesley Chapel,USA
Summary
Digital marketing leader with a proven record at C.H. Robinson, achieving a 32% increase in Marketing Qualified Leads. Specializes in digital strategy and campaign management, utilizing collaboration skills to enhance performance and user experience across platforms. Experienced in budget oversight and vendor relations, consistently delivering impactful results.
Overview
30
30
years of professional experience
1
1
Certification
Work History
Contract/Freelance
Blum Squared, LLC
Wesley Chapel, USA
05.2023 - Current
- Collaborate with brands to define and refine their website strategy, aligning design, functionality, and user experience with business goals.
- Source and evaluate the best partners and vendors to support the website overhaul process, ensuring alignment with brand objectives and technical requirements.
- Work closely with agencies to manage and oversee the entire website redesign process, from planning to execution, ensuring timely delivery and high-quality results.
- Monitor performance metrics post-launch to assess and optimize website functionality and user experience.
- Develop comprehensive digital marketing strategies and roadmap based on market analysis, audience insights, and business goals.
- Lead the execution of marketing campaigns (social media, email, PPC, SEO, etc.) with digital marketing agencies, ensuring campaign strategies, deliverables, and timelines align with business priorities.
- Monitor and optimize campaign performance to ensure maximum ROI, employing tools such as Google Analytics, SEMrush, and social media insights.
- Collaborate with cross-functional teams to ensure alignment and drive results in line with company objectives.
VP, Digital Marketing
C.H. Robinson
Eden Prairie, USA
10.2018 - 05.2023
- Developed digital vision and roadmap, leading B2B MarTech stack to enhance MQL generation and conversion rates.
- Directed global site redesign strategy, increasing visits by 15% and Marketing Qualified Leads by 32%.
- Spearheaded webinar capabilities, generating $7 million in incremental annual AGP.
- Optimized marketing automation system (Marketo), improving lead nurturing and increasing conversion rates, resulting in $5 million additional AGP.
- Cultivated experimentation culture across Freightquote.com, achieving a twofold increase in conversion rates.
- Revamped paid media strategy, cutting cost per booked shipment by 60%.
- Architected integrated digital experiences across all customer touch points, enhancing customer value.
- Hired and mentored 23-member digital team focused on acquisition, website development, content management, SEO, and performance media.
VP, Digital
Regis Corporation
Minneapolis, USA
10.2017 - 12.2017
- Company Overview: ($1.7B)
- Developed and executed a digital vision, strategy, and three-year roadmap across Regis Corporation's portfolio of brands’ web presence, native mobile apps, online marketing, social channels, and omni-channel marketing.
- Led the development of a world-class web ecosystem and managed a 'customer-first' user experience by redesigning and re-platforming websites (Supercuts.com, SmartStyle.com, Regissalons.com, and Signaturestyle.com), including the implementation of Adobe CMS, Adobe Analytics, personalization tools, and custom features and functionality. Doubled Supercuts.com traffic to 1 million visits per month within 3 years.
- Led ESP transition and journey mapping optimization from Epsilon Dream to Salesforce Marketing Cloud.
- Successfully managed an agency and an offshore development team in an Agile environment.
- Demonstrable understanding of all aspects of web strategy, including, but not limited to, information architecture, user experience, web design, web development, content strategy, search, conversion optimization, and analytics.
- Built, maintained, and executed on a digital marketing and editorial calendar aligned with the brand’s business and merchandise strategy, which increased Supercuts.com SEO traffic by 39% year over year.
- Manage large vendor contracts, and partner with additional third-party vendors to identify and apply solutions as needed for site experience improvement, and operational optimization.
- Strong, professional team player who can communicate, collaborate, and influence effectively with stakeholders at all levels of the organization, along with an exceptional ability to forge strong cross-functional relationships with internal stakeholders.
- Defined requirements and sourced enterprise marketing technology to meet the needs of the business and enhance our capabilities. Interact with business unit stakeholders to define design and functionality. Define, test, and validate new product ideas and features, working with key cross-functional team members in marketing, product, operations, and IT/development.
- Built and led a high-performing digital marketing team that forges strong cross-functional relationships.
- Owned financial performance and ROI.
- Excellent project management skills and commitment to deadlines, processes, and policies, with a demonstrated ability to build great digital products on time and with a focus on revenue opportunities.
- ($1.7B)
Vice President, Media & Marketing Services
Aimia Inc. (Formally Carlson Marketing)
Minneapolis, USA
01.2010 - 05.2013
- Company Overview: ($2.2B)
- Developed, build grow and sell communication (media, mobile, social, email & crm) service offerings with differentiated value propositions required to deliver world-class loyalty programs that resulted in fastest growing offering of agency.
- Built and managed a team of 60 digital marketing specialists across multiple disciplines.
- Led Marriott Rewards Visa Signature Card, The Ritz-Carlton Rewards Credit Card communication strategy and new business opportunities based upon insights that delivered clients' business goals and > 30% agency MI/GP.
- Managed $10 million department budget including staffing, training and tools.
- Managed clients’ media spend totally over $100 million annually across paid media, mobile and social.
- Translated client’s business strategy into customer-focused strategies that achieved client business goals.
- Beat acquisition goals for Chase’s United MileagePlus Card.
- Quadrupled Delta SkyMiles American Express Credit Card acquisition goals.
- Delivered 30:1 ROAS for Radisson hotels.
- ($2.2B)
Sr. Digital Strategy Manager
Best Buy
Minneapolis, USA
02.2000 - 02.2007
- Company Overview: ($39B)
- Managed $90 million annual digital media budget across display, search, data feeds, and affiliate program.
- Collaborated with cross-functional team to launch BestBuy.com and increased revenue $100 million within one year.
- Led strategy, stakeholder approval and execution of 24+ campaigns annually.
- Responsible for driving BestBuy.com revenue by building targeting capabilities which provided better reach/frequency of target audience.
- Created online advertising strategy to drive top of mind awareness.
- Managed selection, strategy, and online advertising execution with multiple agencies (Digitas, Avenue A Razorfish).
- Set research plan to measure online/offline influence, online TOM awareness.
- ($39B)
Web Marketing Manager
Gateway
Irvine, USA
05.1995 - 02.2000
- Company Overview: ($1.7B subsidiary of $263.8B Acer)
- Directed online advertising campaigns with media and creative agencies.
- Managed $5 million dollar advertising budget.
- Established success metrics and consistent tracking.
- ($1.7B subsidiary of $263.8B Acer)
Education
Digital Marketing Strategies -
Northwestern University – Kellogg School of Management
09.2020
Bachelor of Science - Business Administration, Management and Marketing Emphasis
University of South Dakota
Vermillion, SD05.1995
Skills
- Digital strategy and website optimization
- Marketing automation and campaign management
- Content management and SEO
- Budget oversight
- Vendor relations
- Problem-solving
- Collaboration and teamwork
Certification
- Crafting a Winning SEO Strategy: A Guide for In-House Marketing, Semrush, 04/24
- SEO Principles: An Essential Guide for Beginners, Semrush, 01/24
- Digital Marketing Strategies, Northwestern University – Kellogg School of Management, 09/20
References
References available upon request.
Timeline
Contract/Freelance
Blum Squared, LLC
05.2023 - Current
VP, Digital Marketing
C.H. Robinson
10.2018 - 05.2023
VP, Digital
Regis Corporation
10.2017 - 12.2017
Vice President, Media & Marketing Services
Aimia Inc. (Formally Carlson Marketing)
01.2010 - 05.2013
Sr. Digital Strategy Manager
Best Buy
02.2000 - 02.2007
Web Marketing Manager
Gateway
05.1995 - 02.2000
Digital Marketing Strategies -
Northwestern University – Kellogg School of Management
Bachelor of Science - Business Administration, Management and Marketing Emphasis
University of South Dakota
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