Tabitha Talbot
Myrtle Beach,USA
Summary
Results-driven strategic digital marketing and communications professional with over 10 years of leadership experience in EdTech, K12, higher education, and multi-sector organizations. Expertise in building and executing full-funnel marketing strategies that foster growth and innovation. Currently spearheading the digital strategy for over 100 universities nationwide, overseeing multimillion-dollar ad budgets and leading cross-functional teams to achieve measurable ROI. Proven track record of launching successful EdTech products and creating inclusive campaigns for underrepresented communities. Combining data-driven decision-making, creative storytelling, and strategic vision to drive impactful outcomes in every project.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Digital Marketing Director
Capture Higher Ed
03.2022 - Current
- Implement digital marketing strategies to support student recruitment efforts for 100+ universities nationally, while leveraging an EdTech behavioral intelligence platform to inform strategy and refine goals for partner schools
- Development of all digital advertising marketing plans, strategies, and budgets for all higher education partners
- Work cross-departmentally with sales and development teams to consistently enhance the digital marketing product offering and assure goals are aligned with sales packaging and pricing
- Utilize analytics tools to improve campaign performance and deliver detailed and regular ROI reports to internal and external stakeholders
- Develop an optimization schedule to assure campaign performance is at or exceeding industry averages
- Initiate a feedback loop to analyze all past campaigns and utilize learnings for future efforts
- Manage an annual digital ad spend budget of $4 million
- Manage all campaign efforts from ideation through analysis
- Develop strategies for underrepresented students and their parents to include digital and content strategies, webinars, and full-funnel marketing plans
- Manage the digital marketing team of 3 members
Marketing and Communication Director
Braintree Group
08.2020 - 03.2022
- Develop and execute on strategic marketing plans and budgets for an organization consisting of five companies in the business sectors of EdTech, hotel and charter school management, real estate investment, and shared services management, across business lifecycle stages ranging from startup to established
- Ideation, creation, analysis, and optimization of all paid social media advertising across multiple platforms
- Advanced targeting and retargeting skills in Google and META
- Sole responsibility for product launch marketing for EdTech startup product with a gross profit of $1 million in the first sales cycle, primarily through META advertising and Google Ads
- Collaborate with sales team to meet company growth and goals
- Lead generation, marketing automation, email marketing, SEO analysis and implementation
- Google PPC, Display, and Video advertising
- Brand creation and ownership to include reputation management, public relations, and community relations
- Measure and analyze paid digital campaigns across all social platforms, Google Analytics, HubSpot, and SEMrush
- Management and upkeep of all company WordPress websites
- Oversight of marketing department
Communication and Marketing Director
Athlos Academies/Braintree Group
09.2019 - 08.2020
- Serve as communication director and public information officer for a national chain of charter schools while also leading all branding and rebranding efforts of four new organizations as the founders of Athlos Academies diversified their portfolio, expanding into multiple sectors
- Support all communication and marketing efforts of Athlos Academies network schools
- Oversight of communication department
- Responsibility for all inward and outward facing communications
- Brand development to include story, visual identity, brand guidelines, website, social presence
- Responsibility for recruitment and retention of students and staff across three 1,200+ student campuses, primarily through digital advertising
Marketing and Recruitment Director
Athlos Academies
06.2018 - 09.2019
- Support all marketing and student recruitment efforts for schools in the Athlos Academies network, including successfully recruiting 1,200+ students for a startup school primarily through social media marketing
Recruitment and Marketing Coordinator
Athlos Academies
11.2017 - 06.2018
Social Media Specialist
Athlos Academies
01.2016 - 11.2017
Social Media/Communication Specialist
Idaho Department of Labor
09.2014 - 01.2016
- Responsibility for generating, coordinating, editing, and scheduling social media content for Idaho Department of Labor’s main office and 25 local offices statewide using content management systems
Education
Bachelor of Arts - Marketing And Communications
Boise State University
Boise, ID12-2014
Skills
- Digital marketing
- Project management
- Marketing campaign development
- Analytics and SEO
- Media relations
- Staff management
- Market analysis
- Campaign planning
- Brand positioning
- Marketing analytics
- CRM management
- Product promotions
- Communications expertise
Certification
Google Ads Search Certification
Google Ads Display Certification
Google Ads Video Certification
Google Ads Measurement Certification
Timeline
Digital Marketing Director
Capture Higher Ed
03.2022 - Current
Marketing and Communication Director
Braintree Group
08.2020 - 03.2022
Communication and Marketing Director
Athlos Academies/Braintree Group
09.2019 - 08.2020
Marketing and Recruitment Director
Athlos Academies
06.2018 - 09.2019
Recruitment and Marketing Coordinator
Athlos Academies
11.2017 - 06.2018
Social Media Specialist
Athlos Academies
01.2016 - 11.2017
Social Media/Communication Specialist
Idaho Department of Labor
09.2014 - 01.2016
Bachelor of Arts - Marketing And Communications
Boise State University
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