Wornden Ly
Summary
Strategic digital marketing leader with 8 years of experience optimizing digital ecosystems across diverse sectors including nonprofit, healthcare, and financial services. Skilled in integrating website strategy, marketing technology, and analytics to enhance organizational efficiency and drive performance. Proven in executing complex digital initiatives and modernizing marketing operations to align with business objectives.
Overview
11
11
years of professional experience
Work History
Marketing & Digital Content Manager
USTA Mid-Atlantic Foundation
04.2023 - Current
- Orchestrate the organization's digital marketing function across multiple brands to drive nonprofit growth, fundraising, tennis participation, pickleball expansion, and community engagement by integrating websites, marketing technology, analytics, and AI into a unified ecosystem.
- Strategic & Operational Highlights:
- Web Ecosystem Ownership: Direct the overarching digital strategy, optimization, and governance for six organizational websites, successfully elevating user experience, SEO, accessibility, and cross-channel campaign performance.
- MarTech Administration: Serve as the enterprise-wide administrator for 30+ marketing technology platforms spanning communications, fundraising, analytics, and project execution.
- Operations Modernization: Architect and scale marketing operations by designing standardized workflows, request intake systems, project management infrastructure, and SOP documentation to eliminate operational bottlenecks.
- AI Integration: Design and deploy repeatable generative AI workflows into daily operations to accelerate campaign planning, competitive research, executive reporting, and multi-channel content development.
- Performance Marketing: Deploy and optimize targeted paid Meta advertising campaigns, leveraging Google Analytics 4 insights to maximize digital acquisition and lead generation.
- High-Impact Campaigns: Generated 267 qualified leads utilizing a highly optimized $150 Meta advertising budget to support the Village Pickle facility launch; drove a 43.5% year-over-year growth in Tennis Creates Awards nominations (scaling submissions from 131 to 188 within six weeks).
- Elite Creative Direction: Championed visual storytelling across the region; selected as one of only 17 section photographers nationwide to join the US Open Media Team, providing high-stakes tournament photography and brand coverage for USTA's flagship international event.
- Developed and executed digital marketing strategies to enhance brand visibility and engagement.
- Managed social media platforms, creating content calendars and coordinating campaigns to drive audience growth.
- Analyzed campaign performance metrics, providing actionable insights to optimize future initiatives.
- Collaborated with cross-functional teams to align digital media efforts with organizational goals and objectives.
- Oversaw website updates, ensuring content accuracy and adherence to best SEO practices for improved search rankings.
- Led training sessions for staff on digital tools, fostering a culture of innovation and continuous improvement.
- Established partnerships with influencers to expand outreach and bolster community engagement initiatives.
- Streamlined digital asset management processes, enhancing efficiency in content production and distribution workflows.
- Monitored competitor activity closely, identifying opportunities for differentiation within the crowded digital landscape.
- Managed video production projects from concept development through post-production editing for high-quality multimedia content delivery.
- Optimized website content for improved search engine rankings and increased organic traffic.
- Conducted thorough market research to inform content strategy and enhance competitive positioning in the industry.
- Analyzed web analytics to identify trends, optimize user experience, and increase conversion rates.
- Maximized ROI on ad spend by allocating budget strategically across various digital channels based on performance insights.
- Collaborated with cross-functional teams on integrated marketing campaigns for maximum impact.
- Launched successful paid search campaigns using targeted keyword research and bidding strategies.
- Trained junior staff members on best practices for digital media management, fostering a culture of continuous learning and improvement.
- Spearheaded email marketing initiatives, crafting engaging newsletters and promotional materials to drive customer retention.
- Developed compelling visual assets with graphic design team for use in online marketing materials.
- Negotiated partnerships with key influencers to expand brand presence and boost referral traffic.
- Facilitated ongoing communication and collaboration with internal stakeholders, ensuring cohesive messaging across all digital touchpoints.
- Elevated online reputation by proactively addressing negative reviews and showcasing positive customer experiences across review sites and social channels.
- Kept abreast of emerging trends in digital media technology, applying innovative tactics to maintain a competitive edge in the marketplace.
- Enhanced brand visibility by implementing strategic digital campaigns across multiple platforms.
- Managed social media channels to drive engagement, expand audience reach, and foster brand loyalty.
- Implemented data-driven strategies to refine targeting and improve overall campaign performance.
- Streamlined content creation workflow by establishing editorial calendars and guidelines for consistent quality control.
- Participated in meetings with producers and production crew to keep program in step with creative vision.
- Developed schedules for production, editing, and duplication for timely delivery.
- Remained highly composed and calm in very fast-paced, stressful and constantly changing environments to provide optimal leadership and achieve desired results.
- Remained composed and highly professional in fast-paced and constantly changing environment, effectively handling challenging situations and difficult individuals to achieve objectives.
- Presented production ideas and determined creative scenarios for production and delivery.
- Conducted meetings with staff to discuss production progress and to attain production objectives.
- Reviewed scripts and made changes to improve wording, flow or interest levels, consistently producing highly successful shows.
- Identified and approved equipment and elements required for productions.
- Found appropriate stories and ideas for programming to engage target audiences and hook advertisers.
- Oversaw content creation across multiple platforms, ensuring alignment with brand messaging and audience targeting.
- Implemented SEO best practices, enhancing website traffic and improving search engine rankings significantly.
- Collaborated with cross-functional teams to integrate marketing initiatives into broader business objectives and goals.
- Managed social media presence, increasing follower engagement through innovative content and community interaction.
- Led email marketing campaigns, segmenting audiences for personalized communication that improved open rates.
- Optimized content strategy across multiple channels to support search engine rankings, brand recognition, and user engagement goals.
- Managed vendor relationships to ensure efficient execution of outsourced projects while maintaining high-quality deliverables within budget constraints.
- Collaborated with cross-functional teams to develop integrated marketing campaigns that effectively promoted products and services.
- Improved customer engagement by conducting regular surveys, analyzing feedback, and making necessary adjustments to digital marketing efforts.
- Developed insightful reports for senior leadership using web analytics data to inform future digital marketing decisions.
Founder & Creative Director
WL Brands
05.2015 - Current
- Built and scaled a boutique creative studio serving regional and national clients through documentary storytelling, commercial photography, nonprofit partnerships, and strategic visual marketing.
- Business Leadership: Command all facets of business lifecycle strategy, brand positioning, pricing models, financial planning, end-to-end project management, and client onboarding workflows.
- Growth Marketing: Formulate and execute tailored SEO, website, and digital marketing strategies that sustain a high-volume pipeline of qualified inbound client inquiries.
- AI-Driven Efficiency: Implement advanced AI-assisted systems to optimize client communications, workflow documentation, production editing, and rapid proposal generation.
- Team Management: Recruit, mentor, and direct associate photographers, editors, assistants, and creative partners to ensure flawless execution across concurrent, large-scale media productions.
- Developed and implemented strategic business plans to drive growth and innovation.
- Established operational processes that enhanced efficiency across product development cycles.
- Strategic & Operational Highlights:
Digital Marketing Manager
Brook Lane
04.2022 - 04.2023
- Directed website strategy, search engine optimization (SEO), data analytics, and digital communications for a premier regional behavioral healthcare organization.
- Engineered optimization strategies, achieving 4% increase in website traffic, 8% boost in user sessions, and peak organic social engagement of 7.93%.
- Developed executive marketing dashboards to synthesize complex data into actionable insights for strategic leadership decisions.
- Produced multi-channel digital assets, photography, and video storytelling to support inaugural gala, generating over $50,000.
- Strategic & Operational Highlights:
Marketing Coordinator
Temple View Capital
07.2021 - 03.2022
- Coordinated multi-channel conference marketing and national promotional campaigns, managing key creative vendor relationships to enhance campaign effectiveness.
- Developed and implemented marketing campaigns to enhance brand visibility and engagement.
- Managed digital marketing initiatives and content strategy supporting nationwide private lending programs.
- Optimized multiple Webflow websites, executing targeted email marketing campaigns and digital advertising while conducting performance reporting.
- Managed social media platforms, creating content to drive audience engagement and growth.
- Analyzed market trends to inform strategic decisions and optimize marketing efforts.
- Developed reports on campaign performance, delivering insights that informed future marketing strategies.
Digital Marketer | Personal Banker
CNB Bank
07.2020 - 05.2021
- Developed targeted digital marketing campaigns to enhance brand visibility and customer engagement.
- Analyzed performance metrics to refine strategies and drive optimal results across digital channels.
- Managed social media platforms, creating content that increased audience interaction and brand loyalty.
- Led email marketing efforts, crafting personalized messages that maximized open rates and conversions.
- Spearheaded market research initiatives to identify trends and inform strategic decision-making for future campaigns.
- Collaborated with cross-functional teams to integrate marketing initiatives with product launches and promotions.
- Produced executive presentations, corporate communications, and compliance-adherent marketing collateral, ensuring clarity and engagement for diverse stakeholders.
- Assisted with corporate website redesign and implemented Google Analytics reporting to track user behavior and inform ongoing optimizations.
Education
Bachelor of Science - Business Communication
Stevenson University
Associate of Arts - Biology
Hagerstown Community College
Skills
Web Analytics
Website management
Email Marketing: Adobe Campaign, Constant Contact, CharityEngine
Marketing Operations: ClickUp, DonorPerfect, Workflow Optimization, SOP Development, Digital asset management
Creative Suite: Adobe Photoshop, Lightroom, Premiere Pro, InDesign, Canva
AI engineering
Content strategy
Content editing
Vendor collaboration
WordPress oversight
Web analysis
Web analytics
CORE COMPETENCIES
- Digital Strategy
- Website Governance
- Digital Experience
- Marketing Operations
- Performance Marketing
- Lead Generation
- SEO
- MarTech Administration
- Analytics & GA4
- AI Workflow Optimization
- Cross-functional Leadership
- Vendor Management
- Project Management
- Executive Communications
- Creative Production
ENTREPRENEURIAL LEADERSHIP
Founded and successfully operate WL Brands while simultaneously advancing a rapid-growth corporate marketing career. This parallel track demonstrates elite operational discipline, advanced financial acumen, stakeholder management, and the proven capability to guide multiple complex projects under tight deadlines.
Timeline
Marketing & Digital Content Manager
USTA Mid-Atlantic Foundation
04.2023 - Current
Digital Marketing Manager
Brook Lane
04.2022 - 04.2023
Marketing Coordinator
Temple View Capital
07.2021 - 03.2022
Digital Marketer | Personal Banker
CNB Bank
07.2020 - 05.2021
Founder & Creative Director
WL Brands
05.2015 - Current
Associate of Arts - Biology
Hagerstown Community College
Bachelor of Science - Business Communication
Stevenson University