Tracy Lane
Newark,DE
Summary
Proven strategist with 15+ years’ experience in creative ideation and synergizing digital space to grow brand recognition, engagement, and revenue while developing an inclusive internal culture for a global nonprofit.
Overview
19
19
years of professional experience
Work History
Vice President of Content Development
FamilyLife, a Cru ministry
Orlando, FL
04.2024 - Current
- Provide leadership, direction, and strategic oversight of the creative Content Development and Digital Media Teams
- Define the vision, goals and objectives for all print, web, email, digital, and media initiatives.
- Develop creative strategy and media mix that maximizes brand awareness and sales/gross profit.
- Oversee the selection and management of agency partners, including creative, media, digital and printing functions as well as across our other work streams.
- Leverage analytics and customer insights to help identify areas of opportunity, help prioritize efforts, and form actionable and measurable plans.
- Network with marriage and family leaders, communicators, and churches as a spokesperson for partnerships and ministry opportunities.
- Oversee continued synergy and development of FamilyLife growing as a platform where biblically minded marriage and family communicators are featured and flourish
Manager of Content Strategy
FamilyLife, a Cru ministry
Orlando, FL
12.2011 - 04.2024
- Create, communicate, lead, and oversee execution of all digital brand campaigns across audio, web, social, email, and internal platforms for brand growth, diversifying constituent cultivation, and fostering diverse internal collaboration.
- Analyze user demographics; SEO data, content consumption research; conversions, donations, revenue, and engagement analytics to implement a cohesive data-driven creative strategy across all digital platforms.
- Guide content creators through effective copy writing, tone, and style for various mediums including online articles, social platforms, emails, and direct mail to all brand audiences.
- Collaborate with UX team to create an effective and appropriately varied customer journey converting user from unknown to follower and follower to donor/customer.
- Co-created Barbara Rainey’s Ever Thine Home brand for women.
Executive Director
Katie Davis Majors
Nashville, TN
07.2023 - 04.2024
- Manage and oversee development and execution of all content, including helping Katie launch a podcast, all blog posts, emails, social media platforms, and ghostwriting new manuscripts.
- Manage all publisher/author relationships and logistics for guest blog posts.
- Create bridges to new partnerships with publishers to host new author’s books and messages and serve their messages in fresh and creative ways across all our channels.
- Liaison between Katie’s personal brand and Katie’s nonprofit Amazima.
- Manage relationships with Katie’s collaborative communities.
- Lead digital campaigns for book launches including ideation, development, communication, execution, and cultivation.
Brand Strategy Consultant
Rhea Lana's
Conway, AR
01.2017 - 05.2020
- Manage brand strategy for Rhea Lana’s digital outlets.
- Create weekly content to grow loyalty with retail clientele.
- Educate 100+ franchise owners on brand standards at annual corporate training.
Executive Team Leader
Target
Bryant, AR
08.2010 - 12.2011
- Co-manage a $25million dollar/year retail business by directing all aspects of day-to-day store operations.
- Drive profitable sales by maintaining brand through communication with top level executives and other store team leads and engaging team members to create an inclusive team culture.
- Recruit, select, and develop all team members.
Conceptual Editor
Tate Publishing
Mustang, OK
11.2006 - 05.2008
- Manage 9-member editing team who partnered with authors on impending manuscripts.
- Recruit, select, and develop all team members.
- Conceptual edit manuscripts for tone, voice, clarity, and cohesion
- Technically edit manuscripts for quality
Education
B.A. - English
Oklahoma Baptist University
05-2006
Marriage & Family + Worldview
Focus on the Family Institute
07-2004
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Pulaski Academy
Little Rock, AR05-2002
Skills
- Strategic Planning
- Collaboration & Teamwork
- Results-driven
- Digital Strategy
- Marketing Writing
- Design Direction
- GEO/SEO strategy
- Conversion Rate Optimization
- Brand Strategy
- Team leadership
Timeline
Vice President of Content Development
FamilyLife, a Cru ministry
04.2024 - Current
Executive Director
Katie Davis Majors
07.2023 - 04.2024
Brand Strategy Consultant
Rhea Lana's
01.2017 - 05.2020
Manager of Content Strategy
FamilyLife, a Cru ministry
12.2011 - 04.2024
Executive Team Leader
Target
08.2010 - 12.2011
Conceptual Editor
Tate Publishing
11.2006 - 05.2008
Marriage & Family + Worldview
Focus on the Family Institute
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Pulaski Academy
B.A. - English
Oklahoma Baptist University