I've spent four years designing influencer marketing strategies for a wide variety of brands, creating sharable content assets, building social media strategies and integrating employee activation to create digital marketing strategies for brands. My work cuts through the clutter on the internet and reaches the influencers and consumers that brands can't reach on their own.
- Proven success in driving qualified leads and revenue through earned media attributed to influential relationships
- Experience building strong influencer networks from scratch. Master of the art of outreach and ongoing communication for strong and authentic relationships that produce valuable word of mouth marketing for brands.
- Through different approaches of measuring ROI, has proven the success of influencer outreach to a variety of brands and can back up work with numbers not just sentiment.
- Wide variety of brand experience and industry knowledge gathered from running webinars and trainings with hundreds of different marketing teams on how to build or efficiently run their influencer outreach.
Director of Digital Marketing at GroupHigh
For 3 ½ years oversaw all aspects of GroupHigh’s influencer, content, digital, email and PR strategies. Biggest emphasis was on creating content, training and presentations that positioned brand as a thought leader in influencer marketing. Another key focus was consulting with marketing departments of big brands to strategize and train their teams on developing successful and effective influencer marketing plans.
Client Engagement: Created resources and training program to foster a strong influencer marketing strategy for all GroupHigh clients.
Content Creation and Blog Editor: From running The Outreach Marketer to guest posting on sites like Convince and Convert to creating numerous ebooks on influencer marketing—continuously created resources that revolved around influencer marketing and successful marketing relationships. A lot of this content involved interviewing personal marketing partners and working with influencers for strategic case studies.
Influencer Outreach: Nature of position led to a fortuitous 2 pronged approach to influencer marketing. To position and market GroupHigh to buyer personas, it was necessary to become a thought leader in influencer marketing strategies. Since GroupHigh is a platform used for influencer marketing purposes, it was crucial to keep clients and relationships up to date on the most innovative influencer marketing strategies. Thus having to implement influencer marketing from a marketing perspective as well as a client services perspective.
Social Media Strategy: Ran all of GroupHigh’s social channels, engaged influencers and clients on Facebook, LinkedIn and Twitter. Managed paid campaigns, used social channels to promote content assets and generate leads.
Email Marketing: Implemented email marketing plans for segmented leads and clients. Campaigns were based on behavior patterns and industry affinities. In addition to running the email strategy for GroupHigh’s database, ran email campaigns with third parties to promote content assets or conferences once a quarter. Once a year purchased email blasts to announce new product feature to generate new leads.
Brand Partnerships: Through social media, client relationships, networking, and influencer outreach, created strategic brand partnerships for marketing, PR and lead generation purposes. Strategized creative ways to work with partners to get GroupHigh in front of new audiences and implemented plans to keep partners engaged with brand.
Virtual Conferences and Webinars: For lead generation purposes and to grow a strong brand image, organized online conferences bi-yearly which resulted in 2,000 leads per event and over $90k in new business in 2015 that was directly attributed to leads from the conference.
Track and Measure Marketing Initiatives: Through Google Analytics and Salesforce Campaigns, identified which areas of budget spent were providing the biggest ROI and refined strategy accordingly every quarter.
Influencer Marketing Consultant
Strategized on Influencer Relations: Consulted with marketing teams to get a pulse on clients’ current image and past media. Created customized plans to build successful and organic relationships with advocates and influencers. Brands include prAna, Coyuchi, Koelbel, and more.
Training: Trained marketing teams so that members could continue and thrive with influencer marketing in house.
Influencer Outreach: Reached out to influencers for brands to earn creative and authentic media and build strong marketing relationships.
Content Creation: Wrote blog posts, ebooks, website copy, marketing emails and newsletters
Education and Credentials:
B.A in English Writing and Minor in Journalism
Metropolitan State College of Denver 2010
Marketo, MailChimp, SalesForce, GroupHigh, Microsoft Office, Google Analytics, Google Docs, LinkedIn Advertising, Twitter Advertising, Facebook Advertising, Wordpress, GoToMeeting, VConference, Hootsuite.