Robyn Orme
Cedar City,UT
Summary
Dynamic marketing leader with 19 years of expertise in building, scaling, and optimizing marketing programs through a robust data-driven strategy. Proven success in elevating paid digital marketing investments from six-figure to eight-figure annual budgets while ensuring efficiency and driving substantial business growth. Skilled in collaborating with analytics teams to create comprehensive reporting frameworks that translate complex data into actionable insights, informing strategic decisions that maximize marketing ROI. A strong track record of leading teams through organizational transformations and large-scale change initiatives, fostering collaboration and achieving significant brand growth.
Overview
20
20
years of professional experience
Work History
Senior Marketing Manager, SEM
Vacasa
Portland, OR
01.2022 - Current
- Partnered with Finance, Revenue Management, and Executive Leadership to develop annual and quarterly investment strategies, allocate multi-million-dollar marketing budgets across markets and initiatives, and optimize budget based on performance, business priorities, and growth opportunities.
- Ran an experiment across 600 campaigns that resulted in a 220% increase in profit over the control group.
- Lead team during period of rapid change, focusing on empowering and mentoring members to meet adjusted KPIs and individual growth goals.
- Collaborated with analytics on experimentation including an incrementality test where it identified that SEM efforts drove xx incremental revenue.
- Engaged in cross-functional collaboration with Revenue Management and Engineering to develop and manage strategy for first promotion program.
- Developed strategy and implemented first programmatic and CTV initiatives.
Senior SEM Strategist
Vacasa
Portland, OR
01.2017 - 01.2022
- Developed creative testing strategy that was scalable across 900 markets.
- Managed experiments to develop and implement strategy for companies that were newly acquired.
- Partnered with Analytics and Engineering to build an internal bidding system that utilized machine learning and internal signals to drive incremental revenue.
- Collaborated with Analytics to build reporting framework providing actionable insights.
Digital Marketing Contractor
Self Employed
Ferron, UT
01.2010 - 01.2014
- Marketing campaign management and optimization
- Budget allocation
- Managed print media buys
Assistant General Manager
Utah Vacation Homes
Salt Lake City, UT
01.2008 - 01.2010
- Homeowner relations
- Staff management
- Managed daily operations to ensure seamless guest experiences and satisfaction
Sales & Marketing Manager
Utah Vacation Homes
Salt Lake City, UT
01.2006 - 01.2008
- Revenue management and rate optimization
- SEO management
- Print media buys
- Strategic partner management
SEM Specialist
Vacasa
Portland, OR
01.2015 - 2017
- Created and optimized SEM campaigns.
- Restructured SEM accounts to streamline management and the ability to scale as company grew.
Marketing Project Specialist
Vacasa
Portland, OR
01.2014 - 2015
- Created content for website and marketing campaigns.
Education
M.S. - Parks, Recreation, and Tourism
University of Utah
Salt Lake CityB.I.S. - Nutrition, Chemistry, and Biology
Southern Utah University
Cedar CitySkills
- Data analytics
- A/B testing
- Tableau, Looker
- Google Analytics
- Strategic planning
- Optimization
- Budget allocation
- Microsoft Excel and Word
- G Suite
- Asana
- Cross-functional collaboration
- Communication
- Scaling marketing initiatives
- Team leadership
- Project management
Websites
Timeline
Senior Marketing Manager, SEM
Vacasa
01.2022 - Current
Senior SEM Strategist
Vacasa
01.2017 - 01.2022
SEM Specialist
Vacasa
01.2015 - 2017
Marketing Project Specialist
Vacasa
01.2014 - 2015
Digital Marketing Contractor
Self Employed
01.2010 - 01.2014
Assistant General Manager
Utah Vacation Homes
01.2008 - 01.2010
Sales & Marketing Manager
Utah Vacation Homes
01.2006 - 01.2008
M.S. - Parks, Recreation, and Tourism
University of Utah
B.I.S. - Nutrition, Chemistry, and Biology
Southern Utah University