PROFESSIONAL EXPERIENCE: Center for Creative Leadership

[Pages:2]659 Old Castle Dr Randleman, NC 27317

HOLLY NELSON

336-314-0975 Hnelson.resume@

in/hollymnelson

PROFESSIONAL EXPERIENCE:

Center for Creative Leadership

Greensboro, NC

2015 ? 2018

Marketing Automation Manager (2016-2018)

? Own the marketing automation platform (MAP) strategy; including designing, configuration, and testing,

segmentation and best practices.

? Work in concert with cross-functional teams to identify and prioritize specific campaign objectives, targets, and

workflow by market segment

? Maintain incoming project queue and ongoing campaign calendar to achieve organizational objectives across

all marketing & sales automation initiatives

? MAP subject matter expert for the team, provide training for the platform as well as first-level support for

platform-related issues

eCommerce Manager (2015-2018) ? Collaborated with cross-functional team to accomplish key initiatives for ecommerce and website projects ? Modernized the ecommerce platform to better cross-promote products, easier program registration and

enhanced landing pages ? Directed IT team on enhancements for the ecommerce platform and website; attending daily scrum calls,

backlog meetings and deployments ? Monitored monthly metrics to gain insights on the improvements completed by the IT team ? Upgraded the learning management system to a cloud-based platform allowing for access to ebooks online and

offline via desktop, tablet or smartphone ? Implemented USPS as a low-cost shipping alternative to UPS for domestic and international shipping to better

compete with other online retailers ? Assisted with content migration from proprietary site to WordPress platform; consolidating a 1,000 page

website down to 450 pages

Kayser-Roth Corporation

Greensboro, NC

2013 ? 2015

Digital Marketing Manager ? Hue & No nonsense

? Developed a promotional strategy for two national brands; HUE and No nonsense, utilizing current fashion

trends, retail holidays and Google Analytics resulting in an increase in net ecommerce sales

? Analyzed buyer history to determine life-cycle of the buyer for retention and acquisition

? Spearheaded marketing automation campaigns for both brands to keep clients engaged with the brands

? Assisted with migrating both brands to a new ecommerce platform that launched in 2014

? Implemented a points based loyalty program; offering more segmented messaging and promotions

? Coordinated with customer service to resolve any issues for website promotions and database management



Greensboro, NC

2012 ? 2013

Email Marketing Manager

? Facilitated over 40 email marketing campaigns promoting the company's brands and marketplace accounts

? Managed email segmentation and strategic deployments both domestically and internationally resulting in

increased ROI

? Monitored metrics to determine areas of improvement to include personalization, digital assets, deliverability

and A/B testing

? Optimized the email creative for the top email domains creating better brand awareness

? Updated the process flow for how email projects were submitted internally resulting in faster turnaround time

and increased productivity

Web Decisions

Greensboro, NC

2011 ? 2012

Account Manager

? Managed clients email campaigns, validating creative in the top email domains, managed email segmentation

and coordinated email deployments according to the client's timetable

? Assisted clients with direct mail projects, house file updates and data interrogation resulting in better database

management

? Gained a fundamental understanding of database management, segmentation, merge/purge and matchback

processing

Market America

Greensboro, NC

2010 ? 2011

Digital Marketing Specialist

? Conceptualized and implemented digital marketing campaigns to maximize sales for specific categories

through banners, emails, landing pages, SEM and SEO

? Monitored and managed the ecommerce platform both domestically and internationally for four categories

resulting in proper category placement and accurate keyword searches

? Managed marketplace marketing (PPC) promotions for stores on the website through multiple marketing

initiatives resulting in increased brand awareness and increased sales

? Monitored metrics for website traffic and revenue to determine success of marketing promotions

? Implemented social media strategies to boost customer engagement for assigned categories

Lincoln Financial Group

Greensboro, NC

2002 ? 2009

Email Production Designer (2006 ? 2009)

? Managed all coding for email marketing initiatives to include monthly newsletters, marketing updates and

invites for life insurance and annuity product lines

? Collaborated with cross-functional team to ensure that the final creative was delivered to the project owners

satisfaction and within the desired time table

? Implemented the email marketing process for a project management system

Senior Annuity Marketing Communications Coordinator (2002 ? 2006) ? Project manager for all external email marketing projects to include scheduling, designing, coding and

distribution ? Coordinated annuity print and digital marketing materials through the project life cycle, with marketing,

editorial, compliance, design, print and web departments ? Responsible for the classification and taxonomy of the annuity content on the intranet

National City Mortgage

Greensboro, NC

2000 ? 2002

Marketing Assistant

? Created advertising materials and promotional packages to promote the company to the public and realtors

? Processed loan packages for loan officers

PROFESSIONAL SKILLS:

Tableau Google Analytics Database Management WordPress

IBM Watson Campaign Automation Internet Applications Email Service Platforms Ecommerce Platforms

Mac/PC Operating Systems Photoshop, Dreamweaver, Acrobat Professional Word, Excel, PowerPoint

FORMAL EDUCATION: University of North Carolina at Greensboro, BS Marketing; Minor Economics

PROFESSIONAL DEVELOPMENT: Maximizing Your Leadership Potential, Center for Creative Leadership 4-Mat Training, Center for Creative Leadership First Degree Black Belt American Freestyle Karate, AFKA

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