Ruthlyn Riley
FARMERS BRANCH,TX
Summary
Strategic and Results-Driven Digital Marketing Leader with over 10+ years of proven track record of delivering high-value communication results that drive business objectives and KPIs within the higher education sector. Known for strategic mindset and entrepreneurial spirit that drives innovative strategies in Email Marketing, Performance Marketing, and Lead Generation. Committed to promoting complete storytelling and instituting best practices in digital and social media, interactive content, and multimedia. Expertise in managing large projects from inception to successful execution, including campaign creation and collaborating with media planners and buyers to maximize marketing outreach.
Overview
17
17
years of professional experience
Work History
Director of Marketing
Texas Wesleyan University
Fort Worth, Texas
09.2023 - Current
- Implement forward-thinking, data-driven marketing strategies to increase key conversions and meet university goals
- Reinforces and protects the university brand through marketing strategies
- Highly focused on supporting admissions with enrollment goals and academics with retention
- Lead, motivate, supervise and evaluate a team of professionals to promote a consistent branded image of the university
- Effectively communicate strategy and campaign performance to clients and stakeholders.
Digital Marketing Manager
EdwardsSchoen
Dallas, Texas
01.2023 - 06.2023
- Manage day-to-day digital marketing campaigns across all channels, focusing on strategy and performance optimization
- Develop and implement digital marketing strategies across search networks, social platforms, and email marketing
- Effectively communicate strategy and campaign performance to clients and stakeholders
- Present campaign performance reports to management on a weekly and monthly basis.
Sr. Performance Marketing Manager
Archer Education
Dallas, Texas
11.2021 - 12.2022
- Led a team of 3 paid media buyers, overseeing the day-to-day management of digital marketing campaigns
- Developed and implemented digital marketing strategies across major search networks and social/display platforms
- Conducted A/B testing for ad creatives and landing pages, collaborating with creative teams
- Presented campaign performance to management regularly.
Performance Marketing Manager
Archer Education
Dallas, Texas
08.2018 - 11.2021
- Managed the creation, implementation, and reporting of digital marketing campaigns across paid search, display, and social media
- Analyzed campaign performance using Microsoft Excel, Google Analytics, and internal reporting platforms
- Developed budget forecasts for search and display/social campaigns
- Executed paid media buys across search and display vendors.
Search Engine Marketing (SEM) Manager
Academic Partnerships
Dallas, Texas
02.2016 - 08.2018
- Managed, optimized, and grew paid search campaigns while focusing on ROI performance
- Researched and analyzed keywords, market behavior, trends, and competitors to identify opportunities
- Collaborated with in-house teams to improve the online experience and student acquisition
- Continuously improved program results through ongoing testing and refinement
- Presented campaign performance reports regularly.
Pay Per Click (PPC) Account Manager
Globe Runner, LLC
Addison, Texas
05.2015 - 02.2016
- Managed and maintained paid search campaigns and online advertising while optimizing client marketing outreach and revenue generation
- Created and managed client and industry benchmarks for search marketing performance that informed campaign optimization recommendations
- Built custom landing pages and implemented conversion tracking
- Analyzed campaign data and generated actionable insights.
Senior Paid Search Analyst
Ansira, LLC
Addison, Texas
05.2013 - 01.2015
- Developed and managed paid search campaigns to optimize client marketing outreach and revenue generation
- Provided strategic planning for digital media initiatives and collaborated with cross-functional teams
- Evaluated potential business development partnership proposals on behalf of clients
- Presented expert-level knowledge of search industry trends and changes.
Paid Search Analyst
Ansira, LLC
Addison, Texas
06.2009 - 05.2013
- Developed and managed paid search campaigns to optimize client marketing outreach and revenue generation
- Provided strategic planning for digital media initiatives and collaborated with cross-functional teams
- Evaluated potential business development partnership proposals on behalf of clients
- Presented expert-level knowledge of search industry trends and changes.
Insight Analyst/Data Analyst
Ansira, LLC
Addison, Texas
05.2007 - 06.2009
- Developed and managed paid search campaigns to optimize client marketing outreach and revenue generation
- Provided strategic planning for digital media initiatives and collaborated with cross-functional teams
- Evaluated potential business development partnership proposals on behalf of clients
- Presented expert-level knowledge of search industry trends and changes.
Education
MBA, Information Technology -
MIDWESTERN STATE UNIVERSITY
01.2004
BBA, Finance and Business Computer Information Systems -
MIDWESTERN STATE UNIVERSITY
01.2000
Skills
- Marketing and Branding Strategies
- Lead Generation Strategies
- Email Marketing
- Revenue Generation Strategies
- Search Engine Marketing
- Search Engine Analysis
- Digital and Mobile Marketing
- Brand and Project Management
- Google Analytics
- Landing Page Creation (WordPress)
- Google AdWords and Bing Ads
- Paid Media Campaigns
- Product Marketing
- Campaign Development
- Communications management
- Advertising Campaigns
- Media Buying
- Database Management
- Strategic Planning
- Brand positioning
- Direct Mail Marketing
- Digital Marketing
- Campaign Management
- Market Analysis
- Branding
- Advertising Management
- Partnership Development
- Content Strategy
- Marketing Analytics
- Creative Direction
Accomplishments
- Efficiently managed a $2 million monthly search portfolio, consistently meeting defined KPIs.
- Achieved a 27% increase in leads and a 13% increase in applications for top University accounts YoY.
- Recorded record-setting leads and applications in 2022 for MBA programs with only a 13% increase in CPL.
- Successfully implemented new channel testing initiatives across various partners, including LinkedIn and TikTok.
Personal Information
Title: Strategic and Results-Driven Digital Marketing Leader | Higher Education Marketing
References
References available upon request.
Timeline
Director of Marketing
Texas Wesleyan University
09.2023 - Current
Digital Marketing Manager
EdwardsSchoen
01.2023 - 06.2023
Sr. Performance Marketing Manager
Archer Education
11.2021 - 12.2022
Performance Marketing Manager
Archer Education
08.2018 - 11.2021
Search Engine Marketing (SEM) Manager
Academic Partnerships
02.2016 - 08.2018
Pay Per Click (PPC) Account Manager
Globe Runner, LLC
05.2015 - 02.2016
Senior Paid Search Analyst
Ansira, LLC
05.2013 - 01.2015
Paid Search Analyst
Ansira, LLC
06.2009 - 05.2013
Insight Analyst/Data Analyst
Ansira, LLC
05.2007 - 06.2009
MBA, Information Technology -
MIDWESTERN STATE UNIVERSITY
BBA, Finance and Business Computer Information Systems -
MIDWESTERN STATE UNIVERSITY
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