Growth Marketing Lead & Business Owner

Katie Hayes

503-***-**** adiocj@r.postjobfree.com www.linkedin.com/in/kathleenhayes1

PERSONAL STATEMENT:

Passionate marketer and successful entrepreneur with a deep desire to keep the planet clean, a keen respect for the outdoors and a passion for health and fitness. When not thinking of the next digital strategy or campaign analysis, Katie can be found focusing on her entrepreneurial ventures or biking through the Austin hillside. Strives for authenticity in the workplace; from creative media tactics to the relationships developed with co-workers. A data-driven marketer, believing all effective business decisions are those backed through analytics.

STRENGTHS & SKILLS:

● Strong communicator with exceptional ability to lead and organize communication cross-functionally

● Creative thinker who has built a successful brand from the ground up

● Experienced global marketing lead working on projects in EMEA, APAC, and NAMER

● Trained in data analysis using tools such as Adobe Analytics, Marketo, & Salesforce

● Experienced in launching strategic targeted global campaigns across digital platforms

● Lead generation focused marketer driving demand to sales via paid and organic channels

● Skilled project manager trained in Agile and Scrum methodologies

● Outstanding prioritization and organizational skills; proficient in process optimization and implementation WORK EXPERIENCE:

Global Marketing Optimization Manager - Autodesk March 2017-Present

● Serve as the global optimization and strategy lead for AEC and D&M industries, representing the success and strategy of multi-million dollar digital campaigns

● Lead weekly deep dive performance calls in every geo to look at trending data focusing on leads, opportunities, ACV, and the conversion of our lead performance by each paid channel - serving as account management for teams.

● Increased the trials and MQLs for Autodesk products through optimization and segmentation of cross-channel digital marketing campaigns

● Provide quarterly global campaign analysis & budget recommendations based performance -

Resulting in consolidation of campaigns and re-allocation of campaign dollars based on market activity, pipeline, and ACV generated

Deliver set KPIs for executional campaign leads in each country

Identify and target new audiences & key businesses to target via email, paid search, and social

● Lead a team of global optimization analysts where I provide guidance in A/B testing, analysis, and forecasting projects to drive increased digital campaign performance

● Drive content creation based on audience performance of webinars, digital videos, and ebooks partnering with our product marketing team

Business Owner: Head of Marketing & Partnerships- Urban Lagree May 2018- Present

● Co-founded Urban Lagree, a boutique fitness studio offering group Lagree fitness classes in the heart of East Austin

● Responsible for customer acquisitions growing the urban business to $250,000 gross sales within the first year

● Developed the Urban Lagree brand from the ground-up including website, emails, content, print, and digital assets

● Defined the 2019 marketing strategy and campaign roadmap; setting monthly targets accounting for seasonality

● Managed relationships with PR firm, local media outreach, partnership development, and all community events

● Accountable for the hiring, training and management of 8 part-time instructors

● Consulted and worked alongside co-owner contributing to business launch plan; operations and finance initiatives Associate Marketing Manager, Digital- SolarCity/Tesla March 2016-March 2017

● Manage the strategy, execution, and performance of B2C direct response digital media campaigns; continuously providing optimization opportunities to lower costs and improve campaign efficiency

● Direct management of all paid SolarCity social accounts; worked to decrease the COA for Facebook lead generation by over $200

● Worked closely with sales, lead generation partners, and internal executives to constantly improve lead generation campaigns and optimize for success

● Lead the strategy for all web & paid media landing page optimizations to drive online conversion rates

● Increased the amount of opportunities generated by 26% on paid media landing pages and SolarCity website through new messaging and UX enhancements.

● Google adwords landing page quality went from below average to above average after new page was released; page also created 2x as many leads as old control page.

● In depth analysis of data to create hypothesis driven ideas for new website, landing page, and messaging testing to increase quarterly sales efficiency and volume for Tesla Energy

● Direct management over media partners, creative, and development agencies. Regularly communicating campaign performance and challenging partners to exceed volume goals @ ARNOLD CREATIVE AGENCY Digital Marketing Specialist- SolarCity March 2015- March 2016

● Member of the SolarCity performance marketing team- main objective is to make business decisions based on analysis of numerical data through our in-house DMP

● Responsible for onboarding Atlas as our ad server in March 2015 and now manage 150 million dollars of paid media campaigns served through Atlas. Onboarded and oversaw Atlas trafficking specialists.

● Business owner for Atlas, participating in offline/online action, video serving, and frequency reporting betas to enhance both SolarCity capabilities within the platform and assist Atlas product growth

● Provide in depth analysis on digital media campaigns to drive efficiency through brand messaging and creative optimization. Responsible for sharing key learning to leverage across all marketing channels

● Lead creative strategy for digital campaigns through analysis on current performance trends to lower the CPL average from $200 to $150

● Responsible for driving creative performance from .55 % conv/klmp to .75% conv/klmp in order to create 500 more business opportunities each week.

● Launched a Solar City in Mexico and a Spanish in the US campaign to help expand business. Worked cross-functionally with strategy, engineers, and paid media partners in order to launch international campaigns Marketing Coordinator- Shutterfly Inc. September 2014- April 2015

● Allocated a $200,000 budget for promotion and advertising campaigns on blogs/websites in high end markets

● Developed a MyPublisher brand ambassador program to drive brand awareness and sales among new markets

● Strategize CRM promotional emails that were delivered to over 2 million MyPublisher customers each week

● Assisted in the creation and testing of segmented email marketing campaigns to drive revenue for the company

● Create weekly reports through MicroStrategy to track revenue, AOS, and email captures from all CRM, blog, and brand ambassador marketing initiatives

● Wrote creative briefs and critiqued all creative assets to align with the MyPublisher brand framework Social Media & Affiliate Marketing Intern- Shutterfly Inc. May 2014-September 2014

● Developed integrated marketing evaluation report on two large social media campaigns by tracking and analyzing social media, CRM, and SEM metrics to measure campaign success

● Increased Instagram following by over 35% by running a large contest and engaging through weekly themes

● Seed, monitor, and manage messaging within all social media channels EDUCATION:

Gonzaga University, Spokane, WA Bachelor of Arts

Major: Journalism Minor: Public Relations Cumulative GPA 3.55 President and Dean’s list Fall 2012 – Spring 2014

COMPUTER SKILLS –PC and Mac OS / MS office /WordPress/ Google Analytics/ Facebook Ad Manager/JIRA/ Responsys/MicroStrategy/SalesForce/ Google Tag Manager/Atlas Ad Platform Solution/Optimizely/Tableau 10.0./Internal DMP System/Tealium/DOMO/Marketo/Adobe Analytics /CrazyEgg/Wistia/Clicktale/ASANA/Adobe Target/Qualtrics/ASANA

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