Maria Matlack

Key Accomplishments:

• Managed $30MM+ in client advertising dollars & a team of 25+ people.
• Received 3 client marketing award nominations & 2 published client TikTok case studies in a row for best-in-class campaigns.
• Grew (haircare) client media spend/respective ROI (2022 to 2023) by 88%.
• Partnered with executive leadership to rollout new system (Mediaocean) and built/rolled out new discipline “Billing PM”.
• Partnered with leadership to manage CEL operations built master documents/presentations/trainings for CEL team & rolled out each accordingly.

Key Responsibilities:

• Lead the execution and effectiveness of client's marketing activities.
• Translated brand performance marketing strategies into actions and investments.
• Worked cross-functionally, collaborated with, consulted with and influenced all levels of the organization
• Oversaw budget planning and forecasting, including establishing KPIs and targets in partnership VP/SVP. Provided regular insights on performance to exceed performance goals.
• Partnered with Analytics teams to build critical measurement and reporting capabilities.
• Aligned with marketing leadership to define performance marketing strategic objectives, budgets, and success metrics.
• Tracked and monitored marketing performance against the business’s overall goals and OKRs, which will influence strategy and roadmap decisions.
• Analyzed, monitored and reported on all campaigns, developing clear takeaways on channel effectiveness, next steps, and potential optimizations.
• Coordinated efforts to optimize channel efficiency within the context of the full funnel plan and corresponding audience and journey strategies.
• Provided input on the full funnel integrated planning and execution.
• Developed and executed test and learn plan to continuously improve and optimize media investments.
• Highlighted opportunities and trends within weekly/monthly/ quarterly performance improvement.
• Contributed to audience strategy development and approaches.
• Communicated budgetary forecast, strategies, and guardrails within monetary parameters and helps to identify when activities are off track.
• Lead in the development and training of the Associate Director and/or Sr. Manager and respective Project Managers.

Key Accomplishments:

• Partnered with CDO/CEO to fundraise for capital campaign; successfully raised $17+MM to build new shelter.
• Partnered with CDO to turn fundraising galas into multi-million-dollar fundraising events.
• Successfully re-branded organization (new website, style guide, new shelter signage/collateral, new uniforms, over-hauled digital presence).
• Generated several top PR stories for organization featuring celebrities - Mario Lopez and Dave Bautista garnering over $25+MM of press coverage.

Key Responsibilities:

• Oversaw brand consistency by developing guidelines and ensuring adherence across all marketing materials.
• Managed HSTB’s website and social media profiles (Facebook, Twitter, Instagram, and TikTok).
• Drove consistent, relevant traffic and media leads/ potential partnerships from our social network presence.
• Created content regularly to grow the HSTB’s footprint and actively promote HSTB news and project development.
• Provided 24-hour on-call PR availability.
• Spoke and presented both internally and externally to promote HSTB’s mission.
• Created e-newsletters as directed and maintain up to date mailing lists.
• Tracked, measured and analyzed marketing & PR initiatives to create efficiency and increase overall impact.
• Ensured creative marketing materials undergo regular review and adhere to brand guidelines.
• Assisted with major event planning, including working with vendors, event coordinators, and design teams for on-site collateral.

Key Accomplishments:

• Managed key accounts such as Procter & Gamble, Unilever and L'Oreal.
• Managed a team or 20+people across the US.
• Partnered with Walmart leadership to successfully rollout NEW! retail media after Walmart website re-design.
• Partnered with top sales executives to bring in an additional $5MM+ in ad revenue.
• · Won 3 different awards during tenure – “Triad Star”, “Brightest Spark”, “Going the extra Mile”.

Key Responsibilities:

• Lead campaign management team and daily ad operations.
• Identified gaps and inefficiencies within business - elevated to leadership, acted and resolved.
• Provided business reporting and was a key contributor to high level business conversations and tasks.
• Implemented and defined quality standards, repeatable processes, and workflows for existing technology systems.
• Supported sales on client calls and aids in gathering data to renew/increase partnerships.

Key Achievements:

• Collaborated with producers of Dolphin Tale to market films in tandem with fundraising initiatives to promote mission, expand and enhance facility – raising $10MM+.
• Overhauled all social channels post Dolphin Tale Movie launch – doubling following on social pages.
• Built/launched ecommerce retail store which generated over $1MM in sales within 2 years of launch.
• Won – “Rising Star” award during tenure.

Key Responsibilities:

• Created and managed all digital content - collaborated with head of public relations, CEO and donor relations to host guests, identify and market animal as well as visitor stories to promote mission.
• Responsible for key marketing initiatives that include, but are not limited to – newsletters, email blasts, social media development/management, website content, onsite promotions
• Increased, developed, retained, engaged digital audience and database.
• Managed online retail store – responsible for product management, promotion, sales, paid media and analytic reporting to CFO.
• Managed and optimized paid search (SEM) & Facebook efforts.