Summary
Overview
Work History
Education
Skills
Accomplishments
Websites
MEDIA
References
Timeline
Generic
Sarah K. Baker

Sarah K. Baker

Denver,CO

Summary

With 12+ years of experience in marketing, I excel at driving business growth through data driven strategy in omnichannel marketing environments. In my recent role as Director of Marketing for Verizon Value, I’ve spearheaded initiatives that resulted in a historic turnaround for the business, achieving the best quarterly performance in five years. My expertise spans marketing strategy, financial operations, analytics, and direct to consumer marketing, allowing me to optimize multi-million dollar budgets, enhance customer acquisition programs, and drive tangible KPI improvements.

I am recognized for my bias to action, ability to swiftly deliver impactful results, and a keen understanding of how to balance creativity with business and financial acumen. Throughout my career I have built and led high performing team, managed complex portfolio marketing programs, and delivered impressive outcomes for leading brands such as Visible, Tracfone, Straight Talk, and Total Wireless. I bring a blend of leadership, strategic insights, and operational excellence to every role, always focused on driving meaningful, and measurable business results.

Overview

11
11
years of professional experience

Work History

Marketing Director, Verizon Value

Verizon
Denver
07.2024 - Current
  • Responsible for the Verizon Value E2E omni-channel Marketing strategy, performance, and insights
  • Lead team of marketers responsible for channel execution and contributed to the Value business historic turnaround
  • Led to the best quarter for the Value business in 5 years
  • Led search portfolio rebalancing exercise leading to new business strategy for paid media targeting approach and a +48% increase in digital orders for the portfolio
  • Led in-housing business case for direct marketing program leading to a $1.2M profit for the company
  • Improved SOV in digital acquisition program within 6 weeks resulting in +89% increase in new users to .com
  • Relaunched direct marketing program leading to +5% increase in store foot traffic in first 4 weeks
  • Created and launched a marketing landing page strategy leading to +16% ATC Rate and +12% Order rate in digital channels
  • Revamped personalization approach in digital below the line leading to +80% increase in visits and +52% in orders
  • Launched quick turn real time marketing strategy in record 24 hrs and drove best month ever for Value business

Head of Marketing Operations & Strategy, Verizon Value

Verizon
Denver
05.2023 - 07.2024
  • Oversaw team of 5 responsible for Marketing Analytics, Marketing Strategy, Marketing Budget Operations, Martech, Portfolio Strategy, and Operations reporting into Verizon Value CMO
  • Oversaw $800M marketing budget and optimization
  • Developed front door process for Integrated Marketing teams via project management systems and identified tiered structure that led to workplace operational efficiencies and gaps in ways of working
  • Rolled our new model with Marketing Analytics team function for Marketing budget that allowed us to optimize $65M of marketing investment for the least amount of impact to Gross Ads
  • Oversaw COA/COR analysis that led to e-Tail strategy shift out of low return partners and a $10M savings
  • Developed and rolled out new Marketing Team governance structure that focused DRI channels
  • Owned team headcount and org structure needed for success and rolled out new org structure
  • Oversaw development of Verizon Value Marketing Portfolio strategy, presenting in executive forums

Head of Marketing Operations, Analytics, Research; Visible Wireless

Verizon
Denver
08.2021 - 05.2023
  • I stood up and built the first Marketing Operations, Research, and Analytics department reporting to Visible CMO responsible for oversight of the qual and quant data that informs the marketing strategy for Visible
  • I built first-ever marketing analytics team for the organization
  • Set reporting structure and cadence, forecasting, connection to business results/impact
  • Identified key insights to drive single-line strategy for Visible, Brand & Creative Work
  • Oversight of consumer research engine for company-wide research and evangelization across entire organization
  • Collaborated with external stakeholders and agencies to own paid media strategy, pacing, budget allocation, paid media performance and optimizations
  • Implemented first-ever MMM partner for Visible responsible for multi-million-dollar marketing engine effectiveness, led to increase in linear TV investment (first ever upfront) and multiple incremental media investment use-cases
  • Stood up creative qual and quant reporting to understand linear buy wear in, competitive data & insights, and impact to aided awareness numbers
  • Ownership of $300M marketing budget and operations: spend optimization, day-to-day management, and forecasting
  • Led and developed team of 4 focused on consumer insights, marketing analytics, and paid media
  • Defined marketing meeting governance and set rigor around marketing channel budget asks, meeting schedule and cadence, executive recaps to Verizon Executive team, and internal stakeholder reviews
  • Defined channel and overall marketing KPI setting, communication across larger organization, and connection to business results

Digital Marketing & Insights Team Lead; Visible Wireless

Verizon
Denver
11.2020 - 08.2021
  • Led and developed team of 2 marketing experts focused on demand gen marketing efforts
  • Managed and developed integrated marketing KPIS, measurement, analytics, and performing across all paid and organic marketing channels
  • Owned oversight of $120MM+ paid media program performance insights bringing closer alignment to business goals and priorities
  • Owned performance, strategy, and execution of affiliate program, generating 25% of Visible bottom line GAs in December 2020
  • Key leader of Growth team responsible for business growth and objective
  • Launched a New Year growth strategy contributing to a 3X increase site CVR
  • Developed first-ever approach for strategy and measurement for branded integrations
  • Owned oversight of performance and execution of first-ever Visible Direct mail program, contributing to 76% activation rate and the highest quality visit rate of all marketing channels

Digital Marketing Manager, Social & Custom Content; Visible Wireless

Verizon
Denver
08.2019 - 10.2020
  • Served as the primary point of contact between cross-functional teams and media agencies to assess data infrastructure and define requirements
  • Created new strategies to inform the development of new creative, testing plans, insight discovery, and decisive changes to optimize paid social media strategy in real time
  • Created new strategies around device marketing product ads within paid social channels that led to a 2X growth in acquisition volume
  • Lead cross-functional internal teams on new features being launched in the product as the go-to-market digital lead
  • Monitored and analyze data pipeline and marketing performance

Senior Manager, Digital Strategy

Metric Theory
Denver
10.2018 - 08.2019
  • Account lead for multiple cross-channel accounts spanning across B2B and B2C verticals owning execution, buying, and planning from start to finish
  • Dedicated to team social resource development inclusive of on-boarding resources, deck templates and position documents
  • Owned social pitch and auditing for Enterprise Business accounts as a key resource for generating and planning for new social business
  • Drove 105% and 100% client retention rates in first two quarters in role

Senior Account Manager, Paid Social

Metric Theory
Denver
05.2017 - 10.2018
  • Fully owned the execution, buying, trafficking, and management of a portfolio of digital media clients on Facebook, Instagram, Pinterest, and LinkedIn
  • Owned and presented the analysis of weekly reports, monthly summaries, and quarterly business reviews
  • Sat at the seat of the internal team for owning all partner relationships and helped to execute on new business opportunities
  • Grew revenue 10x for new paid social business unit

Media Planner

Booyah Advertising
Denver
05.2016 - 04.2017
  • Fully owned the strategy, planning cycle, and execution of digital display and paid social media strategies
  • Managed day-to-day optimization of display and paid social campaigns in order to hit campaign ROI goals, managing $20MM yearly budgets

Media Buyer

Booyah Advertising
Denver
01.2015 - 05.2016
  • Supported Media Planner by planning, buying, and executing digital media buys & communicated analysis of weekly reports for paid search, display, and paid social media clients & managed day-to-day optimization of display and paid social campaigns in order to hit campaign ROI goals

Account Coordinator

Booyah Advertising
Denver
01.2014 - 12.2014
  • Execution role to support paid social, display, and paid search managers building reporting, trafficking ads and managing deliverables

Education

Psychology, Certificate of Advertising - a2b Advertising Program

University of Colorado
Boulder
01.2013

Skills

  • Omni channel digital marketing
  • Paid Media Strategy
  • Marketing Analytics
  • Relationship Building
  • Financial Operations
  • Messaging Matrices and Communication Strategy
  • People Leadership
  • Marketing Measurement models
  • Executive Communication
  • Consumer Insights & Research
  • Marketing Operations
  • Business Strategy
  • Relationship Building
  • Campaign Development
  • Market Tracking
  • Brand positioning
  • Influencer partnerships
  • Competitive Analysis
  • Market Penetration
  • Workforce Planning
  • Meeting facilitation
  • Staff Scheduling
  • Workflow Planning
  • Staff Management
  • Results Orientation

Accomplishments

Verizon: Power of Us Award: Selected in Oct ’24 as the 2024 winner of the Power of Us Leadership award granted for outstanding performance.

AdExchanger: Rising Star; Leadership Under 40. Selected in 2021 as the winner amongst candidates from Werner, WSJ, Roku, and DELVE. Media here.

WOW Program: Admitted in 2021 out of 7,500 Verizon applicants to participate in Verizon’s Women of the World 2021 program for female leadership

Impact Award: Awarded Dec 2019 for largest impact by a new Visible Employee

Finalist for Metric Theory's Foundation Award for 2018/19 year: Nominated for client growth, retention and overall performance within business unit

Websites

MEDIA

  • MediaPost: Visible Leans On Its Site, Not Media, to Convert: https://www.mediapost.com/publications/article/365564/ visible-leans-on-its-site-notmedia-to-convert.html
  • LinkedIn: www.linkedin.com/in/sarah-baker-marketingleader

References

References available upon request.

Timeline

Marketing Director, Verizon Value

Verizon
07.2024 - Current

Head of Marketing Operations & Strategy, Verizon Value

Verizon
05.2023 - 07.2024

Head of Marketing Operations, Analytics, Research; Visible Wireless

Verizon
08.2021 - 05.2023

Digital Marketing & Insights Team Lead; Visible Wireless

Verizon
11.2020 - 08.2021

Digital Marketing Manager, Social & Custom Content; Visible Wireless

Verizon
08.2019 - 10.2020

Senior Manager, Digital Strategy

Metric Theory
10.2018 - 08.2019

Senior Account Manager, Paid Social

Metric Theory
05.2017 - 10.2018

Media Planner

Booyah Advertising
05.2016 - 04.2017

Media Buyer

Booyah Advertising
01.2015 - 05.2016

Account Coordinator

Booyah Advertising
01.2014 - 12.2014

Psychology, Certificate of Advertising - a2b Advertising Program

University of Colorado

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Sarah K. Baker