Sandra Johnson

Responsible for overseeing the planning, development and execution of 410's marketing, fundraising and advertising initiatives. With a primary focus on generating revenue, using market research, pricing, product marketing, marketing communications, advertising and public relations.

• In collaboration with the Executive Director, developed and provided oversight of yearly budget, forecasting and day-to-day expense management for budget of approximately $6,000,000.
• Crafted messaging across all internal channels, ensuring consistency and brand alignment with strategy, to reinforce brand identity and trust.
• Designed, implemented and managed all fundraising activities, including recurring giving, event planning and solicitations.
• Built effective acquisition strategies to create a growing pipeline of donors/prospects to cultivate, solicit and steward.
• Spearheaded our EmpoweHER Sponsorship campaign for indigenous women to attend our Small Business Training and Development Program, generating over $46,000. in revenue it's first year.
• Spearheaded 410's first Gala/auction event which generated over $155,000.
• Developed the strategy, creation, optimization, distribution and maintenance and of all content used for marketing.
• In collaboration with Partner Engagement, created a subscription/membership based initiative for global church leaders, monetizing additional revenue streams.
• Developed the B2C marketing/fundraising roadmap in close collaboration with key strategic partnerships including Chick-Fil-A and Water Missions.
• Managed branding campaigns and event marketing initiatives in print, video, web and social media.
• Increased consumer retention by reactivating dormant consumers through retention campaigns
• Identified low-cost opportunities to increase visibility and drive traffic
• Redesigned user experience, website functionality and upcoming online merchandising to add additional revenue streams.

Served as an integral part of Focus on the Family's Marketing Leadership Team responsible for direct oversight of all marketing activities aligned with Marriage and Young Adults.

• Spearheaded efforts around the repurposing of radio broadcast content into a video cultivation series, resulting in a 4% lift in new names and generated over $300k in revenue for FY20.
• Responsible for driving brand awareness, lead generation, registrations and brand loyalty to one of the ministry's highest visibility sub-brand's, Hope Restored, generating over $6,000,000. in revenue for FY20 and a 33% increase in growth YOY.
• Implemented a strategic mix of cross-channel support and external resources to maximize marketing efforts for Focus on the Family marriage events and conferences, averaging 46% increase in new name acquisition and a 10% conversion rate for monthly recurring sustainers.
• Cast vision, set goals, developed strategy and executed the Love Laugh Pursue Date Night tour featuring high profile speakers and artists.
• Continue to serve as the primary point of contact for major high profile authors, ensuring marketing efforts exceed expectations for upcoming product releases, utilizing web, print, PR sales channels and author speakings/signings.
• Provided direct oversight of budget planning activities, forecasting and day-to-day expense management for a budget of approximately $1,000.000.

Served as an integral part of the Compassion Experience Leadership Team, casting vision and building marketing strategies to drive brand awareness and traffic, and to develop deeper engagement with the consumer, leading to the to the acquisition of over 120,000 child sponsorships with a lifetime value of over $420,000,000.

• Oversaw strategy for Compassion Experience West Region, responsible for booking 130 events a year.
• Drove qualified business partnership leads through a range of paid and organic channels.
• Exposed 600,000 individuals to brand.
• Grew acquisitions by 50% within two years and increased overall sponsorship conversion rate by 3%.
• Provided direct oversight of budget planning activities, forecasting and day-to-day expense management for a budget of approximately $2,000.000.
• Worked collaboratively with Supporter Mobilization Team to build and implement a comprehensive training module for Event Road Reps, Brand Ambassadors and Volunteers.
• Directed hiring, training and performance evaluations for Compassion Brand Ambassadors, Road Reps and Compassion Go-Reps.
• Preserved brand integrity by monitoring consistency and quality of marketing content.

Implemented and managed marketing activities to attract and acquire new constituents to Compassion through the Compassion Experience and to drive revenue to Compassion through acquiring Child Sponsorships.

• Managed over 75 experiential marketing events a year
• Managed and executed the Compassion Experience schedule, working cross- departmentally with the Church Engagement, Advocate and Events channels as well as external contractors, to build, implement, and manage the annual national schedule.
• Managed and provided oversight for the Compassion Experience website and app.
• Designed, implemented and managed marketing collateral and promotional resources to drive awareness and customer traffic through the Compassion Experience.
• Measured and analyzed the asset's performance and effectiveness as an acquisition tool by monitoring overall conversion rate at each event.