Alan

Modernized “Leads” Marketing strategy and drove performance increases by redesigning conversion programs from single channel, one-touch campaigns to full-funnel, integrated, cross-channel multi-touch program
o Exceeded FY Audience (Size) and Application (Starts) goals in across all owned channels:
- Audience: Email ~10%, Internal Display: +100%, Inbound Call Offers: ~10%, Outbound Calls: +100%
- App Starts: Email +25%, Internal Display: +80%, Inbound Call Offers: +15%, Outbound Calls: +10%

Designed and led implementation of advanced visibility framework, prioritizing development that resulted in accelerated opportunity capture (Audience Growth, Application Starts), increased visibility, and deeper opportunity identification
o Developed Tagging and Tracking Architecture for all experiences and all systems that facilitated data gathering, increased business visibility, and allowed for Marketing enablement.
- Systems and solutions integration included MarTech (SiteCat, Unica), Frontend (MAAC, Talon/C3i, Kafka), Backend (“Leads DB,” CRM), Database (Cadence Loan Origination System)
o Closed compliance issues through discovery of, and remediation of, data gaps

Designed and built behavioral-based Marketing program
o Leveraging Big Data to understand the true conversion journey and built a program fully aligned to the data
o Analyzed all member behavior and
 Identified specific content and pages Members typically engage with at all points of the conversion journey (top, middle, bottom of funnel)
 Identified segments with greatest opportunity. Filters include product purpose (Purchase v Refinance) and loan type (Conventional v VA)
o Designed program mechanics & launched dynamic marketing program aligned with intent and funnel stage
o Initial results show significant lift across all metrics: +30% Engagement (page views), +20-50% Email (Open Rate, CTR), + 15% Conversion (Application starts)

Built Digital Marketing strategies & programs to drive lead generation activity for tech startups. Select client highlights:

o Legal Tech:
 SEO: Developed & executed Organic Search strategy, increasing visibility SERP position
• SERP Metrics: Site traffic +50%, Visibility +20%, Organic Search position +15%
• Behavioral Metrics: Time on site +10%, pages/visit +10%, reduced bounce rate -15%
 Paid Search (PPC/SEM): Designed & executed a use-case focused, lead generation program
• Increased CTR +500%, lowered CPC -55%, reduced CAC -68%

o Deep Tech:
 Social Media: Developed & executed organic Social Media strategy, amplifying voice across networks.
 Follower growth +30-120%, engagement +25-50%; generated +7% of total company leads

Developed and Implemented Integrated Digital Marketing strategy to drive leads, pipeline, and revenue
o Increased leads +6x, reduced CAC -50%; produced 30% of marketing pipeline & 25% of revenue growth

irected and executed Digital Marketing campaigns:
o Paid Search (PPC/SEM): Increased CTR +25%, conversion +20%, lowered CPC -20%
o Display Remarketing: increased: conversion +100%, CTR +50%, lowered CPC -10%

Designed and built large-scale Email Marketing program for prospecting, nurture, and upsell increasing open rates +80%

Led cross-system integrations providing visibility into lead flow and increasing efficiency +30%

Designed strategy & executed Integrated, segmented Digital Marketing campaigns driving pipeline & client growth
o Increased leads +2x, increased conversion rate +30%, generated +10% AUM, reduced CAC -50%

Built infrastructure framework to support business intelligence & reporting for marketing and sales teams
o Unified cross-system data, accelerated optimization, decision-making, tracking, reporting

Developed personalized Email nurture program by segment, pathway, and goal to drive funnel performance
o Increased: open rates +80%, CTR +50%, conversion +100%

Directed agency and network partners on campaign execution:
o Paid Search (PPC/SEM): increased CTR +50%, conversion +100%, lowered CPC -30%;
o Display & Remarketing: increased CTR 40%, conversion +20%, lowered CPC -50%; Video: decreased CPV -20%

Scaled Digital Marketing program from 3 to 375+ stores, 2 to 65+ markets; revenue +100x, reduced CAC -90%

Owned +$25MM marketing budget, led team of channel managers to exceed new customer and revenue goals every year

Built Digital Marketing program from scratch, reduced CAC -90%, delivered +70% in-market awareness

Designed and directed Email program; increased: list +100%, retention +50%, revenue +100%, reduced order gap -50%

Lead Paid Search (PPC/SEM) strategy and optimization, improved CTR +30%, accelerated revenue growth exponentially; developed a multi-objective optimization engine to maximize effectiveness and lower acquisition cost

Directed Social Media strategy, testing, and optimization and reduced CAC -5x

Led research program to identify key customer personas, segments, and drivers of adoption

Optimized CAC <$1/user, increased download rate +85%, monthly active users +100%, app store ranking +20%

Designed and executed Email Marketing strategy +1MM users, increasing open rates at +20%

Developed & executed Social Media program with follower growth +20-100% across networks; Engagement: +300%

Owned Email Marketing strategy & execution; +1750% CAGR list growth, +50% open rate

Designed and delivered Content Strategy maximizing cross-channel engagement; managed two writers

Brand Development: Created Brand Identity; managed three designers, led web development & UX optimization
o +10% e-commerce conversion rate, +4 min time on site/visit/visitor, +5 page views/visit