Lorrie Winkler
Greensboro,NC
Summary
Innovative, results-driven, technologically excellent marketing professional with 25+ years' successful experience in progressive roles driving optimal user experience online and digitally with the creation and execution of digital marketing campaigns, website development and marketing automation strategy, to build brand awareness and customer engagement in B2B, B2C, and corporate environments.
Overview
32
32
years of professional experience
1
1
Certification
Work History
Assistant District Sales Manager
La-Z-Boy Home Furnishings & Decor
Greensboro, NC, NC
01.2020 - Current
- Assist in regional sales and marketing efforts for Kincaid Furniture, division of La-Z-Boy Furniture, working with both sales managers and furniture dealers to create marketing deliverables geared to increasing sales and market share for win-win situations
- Creation of sales collateral which aid in regional sales increasing 30% YOY
- Participate in sales activities during furniture market and outside which equate to acquisition and development of new dealer and designer accounts
- Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals
Manager, Web and Marketing Automation
The Center for Creative Leadership
01.2019 - 01.2020
- Responsible for CCL's digital presence (www.ccl.org) and marketing automation system, including project and campaign planning and implementation, digital and platform strategy, as well as measurement, planning, implementation, and management of all aspects of CCL's marketing automation system, including working with marketing teams to define and develop related personalization efforts, nurture/drip campaigns, and other elements of solution
- Implemented project management platform to effectively organize web projects across departments
- Instrumental in creating digital standards to assist in aligning web and digital initiatives
- Developed web processes and templates to create consistency across CCL brand
Digital Marketing Strategist
Truliant Federal Credit Union
Winston-Salem, NC
07.2017 - 01.2019
- Created E-commerce initiatives and digital marketing campaigns that achieve Truliant's strategic brand and business objectives by enhancing credit union members' and website visitors' experience
- Executed high quality, on time, cost-effective projects across all digital platforms, such as websites, landing pages, email campaigns, marketing automation development, social media, online and mobile banking platforms, and Ecommerce to improve customer sales and service experience
- Proactively gained knowledge of marketing and media plans to provide technological solutions including rich media, site optimization, and promotional ideas
- Managed research studies that yield rich insights into consumer online behavior. Utilized marketing automation programs and remarketing of digital campaigns
- Provided campaign performance reporting and analysis to management
- Spearheaded project and designed strategy for rollout of Kentico Marketing Automation platform, generating more frequent and relevant member communications
- Created digital B2C digital marketing strategies utilizing targeted web site banners, segmented automated email campaigns, and targeted remarketing ads, resulting in increased membership
- Utilized E-commerce marketing strategies that built pipeline of leads and increased customer engagement
Manager, Digital Communications & Training
Volvo Group
Greensboro, NC
07.2015 - 06.2017
- Managed marketing communications team and directed digital marketing, communications, and training initiatives for Aftermarket Parts and Service Marketing for Mack, Volvo, and Road Choice
- Identified and implemented innovative marketing automation software that enabled targeted, effective email strategy for dealer correspondence
- Designed and oversaw execution of collateral material, digital sales campaigns, events, and trade shows
- Initiatives included results-based strategies and tactics for end-user websites, digital and print campaigns, collateral material content creation, marketing communications, events, training, and trade shows
- Scheduled, organized, and widely communicated training events, improving attendance by 30%
- By initiating tight budget controls and innovative use of technology, reduced yearly marketing spend by over $500K in six months
- Spearheaded improvements in departmental processes, enabling 50% reduction in outsourced deliverables
- Developed and updated multiple websites, including PARTners (Mack and Volvo), Road Choice, and Dex Heavy Duty Trucks, contributing to $15M increase in sales.
Marketing Communications Manager
Columbia Forest Products
01.2013 - 07.2015
- Supervised and directed workflow of marketing, advertising, and public relations activities
- Applied innovative tactics to build and maintain brand awareness internationally across corporate channels, such as blogs and newsletters targeting B2B and B2C
- Planned, budgeted, and executed all corporate and brand-related marketing initiatives
- Used automated marketing programs, digital media, advertising, product packaging, product photography, internal and external communications, branding programs, and sales promotions to improve product visibility
- Led redesign, development, and maintenance for multiple websites
- Used social media campaigns to increase media footprint at minimal cost
- Integrated Microsoft Dynamics CRM and Act-On Marketing Automation platforms into corporate website and communications initiatives to communicate more effectively with consumers and dealers.
Digital Marketing Specialist
Columbia Forest Products
07.2012 - 01.2013
- Planned and implemented strategies and marketing endeavors for all corporate and brand-related social media platforms, focusing on content marketing and overall online strategy
- Created and executed e-mail campaigns targeted to multiple corporate business channels and increase brand awareness and perception of business value of products
- Managed corporate website design, integration, maintenance, content creation, database integration, and updating
- Created social media strategy which doubled social media fans and engagement within six months
- Increased corporate presence and SEO, by successfully developing three blogs for company initiatives.
Integrated Media Account Executive
Network Communications, Inc.
12.1991 - 07.2012
- Provided content and digital and print campaign creation, as well as sales and service for real estate and affiliated accounts for The Real Estate Book of High Point, The Real Estate Book of Davidson County, and The Real Estate Book's New Homes of the Triad
- Managed, trained, and provided guidance for graphics and distribution personnel
- Shaped online presence of national brand through microsites and blogging initiatives.
- Sold non-traditional advertising in niche publications, commercial publications, digital platforms, and direct mail formats.
Education
Master of Science - Information Technology Management, Digital Marketing
University of North Carolina At Greensboro
Greensboro, NC06.2013
Bachelor of Science - Graphic Design
Appalachian State University
Boone, NC06.1988
Skills
- Digital Campaign Strategy
- Website Design & Development
- Corporate Branding
- Content Development
- Website Personalization
- Marketing Analytics
- Digital, Email, & Social Media Marketing
- SEO / SEM
- Marketing Automation
- Budgeting & Planning
- Lifecycle Marketing
- Project Management
Technology & Tools
- PC and Mac
- Microsoft Office (Word, Excel, PowerPoint and Outlook Express)
- Dreamweaver, HTML, CSS and PHP as applied to website development
- Adobe Creative Suite (InDesign, Photoshop, Dreamweaver and Illustrator)
- Content Management Systems (CMS); Site Core, Kentico, WordPress and WIX
- Customer Relationship Management (CRM) applications; Salesforce and Microsoft Dynamics
- E-mail application ConstantContact
- Marketing Automation (MA) platforms; Act-On, Kentico and Eloqua
- JIRA and Workfront workflow platforms
- Project Management Platforms; Mavenlink, Smartsheet and Wrike
- Social Media Tools; Hoot suite, Shortstack and WooBox
Certification
Foundation for Leading People – Development Dimensions International
Better Conversations Everyday – Center for Creative Leadership
Frontline Leader Impact – Center for Creative Leadership
Timeline
Assistant District Sales Manager
La-Z-Boy Home Furnishings & Decor
01.2020 - Current
Manager, Web and Marketing Automation
The Center for Creative Leadership
01.2019 - 01.2020
Digital Marketing Strategist
Truliant Federal Credit Union
07.2017 - 01.2019
Manager, Digital Communications & Training
Volvo Group
07.2015 - 06.2017
Marketing Communications Manager
Columbia Forest Products
01.2013 - 07.2015
Digital Marketing Specialist
Columbia Forest Products
07.2012 - 01.2013
Integrated Media Account Executive
Network Communications, Inc.
12.1991 - 07.2012
Master of Science - Information Technology Management, Digital Marketing
University of North Carolina At Greensboro
Bachelor of Science - Graphic Design
Appalachian State University
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