Yvete B. Minor

At the helm of JWS Marketing, reporting directly to the CEO, I am responsible for all marketing and strategic development initiatives. Under my direction, I have:

• Refreshed and optimized the website so that the UX is customer- and business-partner-friendly; supports efficient lead generation and order placement, utilizes XML feeds to ensure fresh content, and benefits from embedded code that tracks user behavior and company insights.
• Increased LinkedIn followers by 22% in just one quarter (Q4 '24) by developing a social media strategy based on historical data, competitive insights, and marketplace trends.
• Developed and executed comprehensive, integrated marketing plans to increase brand awareness and generate leads.
• Developed and implemented a comprehensive marketing strategy that increased customer acquisition for our Direct Placement team by 15%.
• Wrote and published marketing and sales collateral, such as newsletters, blog posts, thought leadership, and press releases.
• Collaborated with regional managers to understand their specific needs; conceptualized and implemented email marketing campaigns to nurture leads and retain customers.
• Created marketing policies and procedures, evaluating and revising to maximize team efforts.
• Expanded new businesses by developing powerful sales, advertising, and marketing campaigns.
• Provided leadership and guidance to junior members of the Marketing team by setting clear expectations and providing feedback on their work.
• Established and maintained effective communications channels with stakeholders to ensure transparency and alignment on marketing initiatives.
• Managed relationships with external vendors and agencies to ensure timely delivery of marketing services.
• Analyzed market trends, competitive landscape, and consumer behavior to identify key growth opportunities.
• Assessed projects against budgets and timelines, keeping team and assignments on task.
• Led the development of all marketing materials including product brochures, website content, email campaigns, and promotional collateral.
• Delivered marketing strategy updates to upper-level management.
• Planned and coordinated marketing events, programs, conferences and speaking engagements.
• Provided mentorship and training to junior marketing staff to develop their skills and expertise.
• Identified potential strategic partnerships with other organizations in order to increase brand awareness and reach new audiences.
• Established overall marketing and go-to-market strategy, budgets and goals.

On a short-term contract, I established the firm's first marketing and communications plan for this firm, by:

• Developing cohesive marketing initiatives, strategies, and programs to increase brand awareness and attract new customers through demand generation, lead generation, SEO, thought leadership, social media strategy, webinars, speaking engagements, and developing partnerships with other firms and entities.
• Lead the creation and execution of end-to-end content marketing strategies designed to grow brand awareness and engagement.
• Optimized website and traditional channels.
• Built our marketing automation (Clio) and CRM infrastructure to fit the short- and long-term needs of the firm.
• Oversaw the production of promotional materials, such as brochures, catalogs, and flyers.
• Guided best practices related to SEO and SEM tactics, including keyword research and link-building strategies.
• Assessed projects against budgets and timelines, keeping team and assignments on task.

Responsible for creating a cohesive integrated marketing strategy for the largest business unit and the most profitable product at Bonterra Tech, I oversaw a team of 30 marketing professionals who executed tactics in support of the strategy I created. The company was acquired, and eventually, most of the marketing, sales, and service teams were laid off.

• Developed and implemented comprehensive enterprise marketing strategies for five B2B SaaS products, designed to align with overall business unit priorities and objectives.
• Created, launched, and managed a top-of-funnel thought leadership strategy that included blog posts, podcast content, seminars, networking events, webinars, and speaking opportunities.
• Collaborated with cross-functional teams to plan, design, measure, and iterate marketing campaigns that drove awareness, consideration, and growth.
• Created KPIs, monitored performance, and delivered quarterly business reviews and performance reports to the executive leadership team and Board of Directors.
• Drove demand generation and lead nurturing campaigns, and oversaw multi-channel demand generation initiatives designed to attract and nurture clients.
• Enhanced digital presence and visibility through strategic online campaigns and SEO optimization.
• Managed and mentored the marketing team, and ensured growth and development opportunities were provided.
• Fostered a collaborative and innovative work environment.
• Conducted market research and collaborated with senior leadership and the product team to define new products and initiatives to meet market needs.
• Evaluated and refined existing messaging to support a cohesive and consistent tone and voice, positioning, and creative strategies focused on ICP and persona needs.

When I started at Dun & Bradstreet, I created the Content Strategy for two departments: Financial Solutions, and Small Business Support. Upon successful completion and strong results, our CMO created a position for me and asked that I create the content and digital strategy for the brand. Once that launched, I was promoted again to support the Global Brand and Public Relations teams. During my tenure there, I:

• Defined the global campaign strategy and themes in collaboration with key stakeholders, ensuring full go-to-market alignment, and focused on an increase in brand awareness.
• Managed brand reputation across the EU, Asia, and North American markets.
• Developed a brand storytelling framework, messaging, and identity.
• Managed content contributors.
• Led the creation and execution of end-to-end content marketing strategies for the brand and two business units, all tailored to specific ICPs and their respective personas.
• Created a financial literacy and business acumen content library for small business owners.
• Created, planned, and executed editorial calendars to support international and national campaigns.
• Researched and wrote thought leadership articles, proprietary reports, client storytelling, solutions-focused content, as well as all promotional copy for demand/lead generation campaigns.
• Authored monthly Forbes column content on behalf of executive leadership, and worked with the external communications team for media placement opportunities, earned media, and advertorials.
• Identified cross-business unit opportunities and developed dedicated campaigns in support of enterprise-level initiatives; segmented target audiences, and developed niche content for Global 500 campaigns, marketplace/c-suite customers, and entrepreneurs.
• Conceptualized a brand landing page for paid search traffic, and drove $400k in new sales pipeline.
• Authored and managed global communications.

While with the Irvine Company, I was responsible for creating all digital campaigns for new products and new developments. In addition, I created the award-winning campaign for Spectrum Terrace, which resulted in the first phase being 100% pre-leased, and the second phase being 65% pre-leased before construction was completed. Due to COVID-19, our team was laid off.

• Conceptualized go-to-market marketing and communication strategies for multiple new projects, and exceeded targets by timeframe and expected revenue.
• The marketing plan supported the sales team in achieving 100% pre-leasing for phase one before construction was completed; phase two is 65% pre-leased pre-construction.
• Responsible for digital demand generation/lead generation for Flex Workspace+ (new brand), which garnered the highest lead volume in the first month, with 96% of leads setting appointments within the first two weeks.

• Company Overview: Actively worked with several clients while pursuing an M.S. in Integrated Marketing and Communications (Walt Disney, ESRI, Banc of California, Pacific Premier Bank).
• Walt Disney.
• ESRI
• Banc of California
• I was nominated and selected as one of 30 women for Money 20/20's "Rise Up" Women in Fintech Cohort for my digital marketing efforts at Banc of California, where I launched their first two online/Fintech products.
• Pacific Premier Bank

• Oversaw brand, digital, content, creative, web, and social media teams
• Responsible for $5M budget, and marketing performance across five initiatives
• Exceeded revenue goals by $4.4 million