Robert Bettencourt

Overview: Brought onboard by the Director of Demand Generation to create and install a digital marketing strategy that included creating and managing 5 digital channels within paid search and paid social, maintaining the social media post calendar and working with the content team to ensure that content for digital campaigns is impactful and engaging. Worked with the Director of Demand Generation to create and manage an ABM strategy that would allow our team to work with the sales team by focusing on 40 accounts that are important to the company.

Notable Achievements:

• Spearheaded client meetings to determine project needs and professional requirements and identify correct course of action enhance client success.
• Monitored and evaluated website analytics to assess campaign success, identify issues and make forward-thinking adjustments to maintain targets.
• Provided weekly updates on digital marketing campaigns to clients, discussing strategic initiatives and methods for improvement.
• Evaluated monthly performance statistics and used data to inform future strategies.
• Masterminded highly successful digital strategies for various platforms to attract customer engagement.
• Administered marketing calendar and posted new content to coincide with new product and service releases.
• Managed team engaged in ongoing product optimization, account management and ad placement.
• Managed relationships with high-profile clients and translated marketing and social media needs into results-driven strategies.
• Maintained cost per conversion $60.00 to $75.00 within paid search channels.
• Created 69 leads throughout 2021 which resulted in 16 MQLs contributing 102M in sales pipeline for 2022.
• Closed 7 deals which resulted in contributing 53M to sales pipeline for 2022.

*Remote position

Overview: Brought onboard by senior management to develop a digital strategy within the corporate marketing team across several digital channels, including Web, Digital Advertising, Paid Social Advertising, SEO and Analytics. Fashion and maintain the advertising platforms within Google Ads, Microsoft/Bing Ads, LinkedIn, Twitter, Spotify and Tik Tok. Introduce an impactful advertising strategy for all advertising platforms as well as external advertising vendors. Coordinate the analytical process of digital channels across the entire Labster platform, and manage all digital projects that the Global Director of Marketing and the Director of Inbound Marketing assigns to be completed.

Notable Achievements:

• Implemented and maintained a digital advertising strategy that includes six advertising platforms.
• Fostered collaborative relationships with digital advertising growth teams in order to optimize advertising platforms to get the best KPIs.
• Fueled business development opportunities by introducing an advertising strategy that achieved 2.5% conversion rate and CPC of under a dollar within the first 3 months of 2021.
• Generated a 6 report baseline analytical strategy that included website performance, digital ads (Google and Microsoft/Bing) assessment, paid social media (LinkedIn, Facebook, Spotify, Tik Tok, and Twitter) and the customer journey footprint.
• Single handedly drove over a million users through various digital channels to Labster.com website in Q1 2021.
• Enhanced quality outcomes by combining forces with GrowthHits to manage A/B testing project schedule and completion of projects as well as A/B testing of different Facebook ads.
• Accelerated growth by partnering with Web FX to create SEO Strategy in order to increase visibility of Labster.com and to drive more quality traffic to the website.
• Integrated an ABM strategy for Labster that includes advertising campaigns and web personalization.

Overview: Selected based on stellar reputation to develop a strategy within the corporate communication team across several digital channels, including Web, Email, Video, and Multimedia. Generate digital strategy covering several business units such as Medical Informatics (MI), Endoscopy (ES), Minimally Evasive Surgery (MS), Digital Radiography (DR), Women's Health (WH), Computed Tomography (CT) and Systems Integration (SI). Create, manage, and maintain all digital content for Fujifilm Medical Systems, USA (FMSU) across the Web, Email, Video and Multimedia channels. Coordinate the analytical process of digital channels across the entire FMSU platform, and manage the digital projects that the President of the organization assigns to be completed.

Notable Achievements:

• Propelled innovation and game-changing technological advances to develop an App for National Sales Meeting used to organize the information given to the employees during the show saving the company approximately $25,000 in paper and printing costs while the app was developed, launched and hosted for $2,200.
• Modernized capabilities within the organization by serving as the sole developer/administrator for Hubspot, learning the entirety of campaign landing pages, emails, PPC ads, marketing automation, functionality development and integration, and helping to review Fujifilm's contacts to stay within the threshold of 114,000 by keeping relevant contacts and deleting irrelevant contacts.
• Forged productive partnership with external vendors to create landing page design for Fujifilm Medical Systems' significant trade show, RSNA, at a total cost of $3,000. Ensured the designs integrated properly with Hubspot, built other sub landing pages such as 'Lunch and Learn' for one of the company's business units, and leveraged landing design to develop landing pages for smaller trade shows through the year giving consistency and quality to landing pages.
• Masterminded and led efforts in collaboration with stakeholders to develop an analytical reporting system for Fujifilm Medical Systems website through the careful gathering of feedback from management about the type of KPI metrics to be included in the monthly report, and executed the revision of the existing trade show campaign analytical report for stakeholders to see data and use it for decision making.
• Created wide range of digital assets such as rich media online ads and micro websites.
• Boosted brand awareness by establishing strong web and social media presence.
• Worked effectively under constant pressure of simultaneous project milestones and deliverable deadlines.

Overview: Solicited to focus on the front-end web development and publishing of content for Keurig.com, working with several content management systems including Hybris, SiteCore, and Skava, and provided HTML and CSS coding for responsive customer-facing emails. Participated in User Acceptance Testing (UAT) for commerce platform technical releases, which will often require overnight coverage, and in off-hours website publishing as needed and planned by the business. Partnered with product management teams to provide insight on opportunities to improve the e-Commerce platform, collaborated with the merchandising team on implementing new commerce platform capabilities related to product management and enhancement, and Worked within an Agile Environment across multiple teams, including IT and Merchandising. Developed an understanding of Adobe Target technology as a preferred testing and personalization solution for Keurig.com.

Notable Achievement:

• Helmed one of the most significant projects for Keurig functioning as the Lead Developer on CMS Migration from SiteCore to Hybris, developed functionalities within Hybris tailored to the e-commerce needs of Keurig resulting in a more product-driven website highlighting Keurig's services while saving the company on the cost of hiring an external developer.
• Architected and built exceptional process for Keurig product webpages to be revised, developed functionality for the products to be bundled together for campaigns and promotions taught and developed other team members on how to use the process, and saved the company thousands of dollars that would have been wasted on external development services.
• Enhanced quality outcomes by functioning as the “in-house Hybris Administrator” learning every functionality associated with Hybris and how it applies to the needs of Keurig, liaised with IT (back-end development) and Marketing team (front-end development) to keep abreast, understand, and roll out new functionalities, ensuring the current CMS is not disrupted in the process.
• Evaluated project requirements and content standards for each project in order to produce copy in line with creative structure.
• Collaborated with creative director and copywriting team in completing all phases of client projects from planning to on-time completion of quality deliverables.
• Managed competing deadlines with efficiency.

Overview: Consolidated project, product, and content management expertise in directing the operations of the website, interacting with the lines of business on new contents to be generated, updated, and recommending best practices to be followed for placing content on the Eastern Bank website. Charged with managing content development with Sharepoint 7 as a content management system on projects directly impacting the Eastern Bank website. Adhered strictly to all corporate and regulatory requirements for content publication, ensuring that contents are posted without error and at the given time. Participated in regression and user acceptance testing for content, configuration/code releases, and identified areas of improvements in content request process and recommended solutions. Tracked, monitored and configured content for better analytics, and established database rules for posting to the Eastern Bank site.

Notable Achievement:

• Led company initiative to design and implement (look and feel) a chat icon on the Eastern Bank website, giving users that benefit of chatting with a customer service rep live from the site without having to go to the bank or call the bank's customer service number which influenced customer satisfaction score positively.
• Championed the smooth rollout of the CMS upgrade from Sharepoint 11 to Sharepoint 13, while functioning as a liaison between the technical team and the business shareholders.
• Participated in organization re-branding and targeting of new markets and programs to attract and retain members.

Overview: Handpicked to manage overall content development through Ektron's content management system on projects directly impacting Investor, Advisor, Institutional and Future Scholar web sites for Columbia Management and MyMerrill branding website for Merrill Lynch. Designated to guarantee accuracy of content using HTML5, CSS2/3 and Javascript observed corporate and regulatory processes for content publication. Collaborated with Relationship Managers and UX team members to identify optimal content positioning and implementation. Configured content and established database rules for posting to Investor, Advisor, Institutional and Future Scholar (529 Plan) web sites and well as MyMerrill site.

Notable Achievement:

• Spearheaded redesign of Bank of America/Merrill Lynch website and collaborated effectively with developers and designers to bring vision of new Bank of America/Merrill Lynch site to completion.
• Earned privilege of becoming training associate for new members on team's content updating process.
• Successfully documented process of content updates and additions to Bank of America/Merrill Lynch website.
• Wrote engaging and successful marketing, advertising and website copy.
• Developed campaigns and specific marketing strategies for clients.