laura beatty

University of Texas at Austin

Marketing & Communications Executive

Los Angeles, California, United States

Drive new patient leads for internationally ranked private practice fertility center across all channels including brand, paid social, SEM, email, organic social, influencer, blogs, manage the US web site, host monthly webinars, direct educational video content, and developed local language websites in China, Australia, France, and Spain

Southern California Reproductive Center

Head of Marketing/Marketing Director

Led acquisition/retention marketing for the original real roses that last a year company including creative and messaging alignment across all channels including paid media, email, organic social, blogs, landing pages/site, and PR for monthly product launches.

Results: With no discount promotion, improved paid media ROAS goal by 2x, increased email revenue in first 4 months in role by 2.5x, and developed inter-departmental workflows and documents for product launches to improve efficiencies

Venus ET Fleur

Marketing Director

Develop acquisition (growth)/retention strategies and go-to market plans for B2C and B2B brands.  Client sample:
-  OrthoFX: Developed go-to-market strategy and site content for new ecommerce clear aligner dental service; provided marketing performance scenarios for VC pitches
-  Flair Flexible Packaging: Developed first annual marketing plan for $80 MM packaging company including content/creative development for tradeshows, blogs, and print collateral
-  Bulkbox Foods: go-to-market strategy and messaging for subscription meat delivery service
-  Offero Handbags: Led go-to-market strategy, pricing, and messaging for luxury $1k+ handbag, plus developed launch of their first site, style guide, organic social media, and photo shoot achieving first quarter sales goals
-  Bambino (babysitting app): developed in-app push campaign to drive conversion; developed email strategy and communications to drive parent bookings and sitter engagement
-  Pillar Learning: In one month, developed go-to-market strategy, pricing, oversaw site content development and guided email content/messaging for their first educational product launch for kids <5 years old

Hawke Media

Senior Marketing Strategist/Outsourced CMO

- Develop acquisition (growth)/retention strategies and go-to market plans for brands and non-profits to build digital and offline presence and to engage their audiences including social media, email marketing/drip, copywriting, landing page and creative optimizations, SEM/SEO, PR, display, and analytics

Client sample:
-  Smodin.io: Go-to-market strategy for copy AI tool
-  CareCognitics: email and messaging for digital health care service
-  YoDerm: developed brand and go-to-market approach for telemedicine dermatology
-  Morning Recovery:  launched new CPG; ecommerce strategy and press outreach
-  DeviantArt:  Led go-to market launch for first mobile app while simultaneously developed content/messaging, social media posts, influencer outreach program, and PR campaign for re-brand of 15 year old logo, the most robust campaign of my career (recap file available). Developed Marketing team of 5, Creative team of 6, and recruited/hired 2 people
Results: Achieved app download month one goal with no ad spend and hit user rating goal set by Google and Apple to gain their in-store promotion
-  Lookmatic: launched brand and managed social media/influencer, Google AdWords, SEM, and email for prescription eyewear
-  Collide:  developed revenue marketing campaigns for video app
-  philosophy:  developed campaign ideas for a Coty skin care brand
-  Proformative:  marketing instructor recruitment for video education platform, B2B
-  Blizzard: large consumer research and analysis project for gaming company
-  The Mindy Project:  developed merchandise/branding for ecommerce pages
-  Non-profit:  Sierra Club, NRDC, Story of Stuff Project, Earthjustice, <a href="http://GRITtv.org">GRITtv.org</a>, and TckTckTck (worldwide social media planning and staff training)
Agencies Contracted: Sapient/Publicis Sapient, Cibo Global, Liquid Advertising, Future Draft, Diroddi Agency, Milo Digital, and more

In The Lab Consulting

Marketing & Communications Strategist

- Led the digital strategy, measurement, testing, and teams for campaigns including email, websites, social media, blog, YouTube, SEO, press, and mobile to distribute 1-3 weekly videos resulting in audience base growth 25% per year, exceeding the 10% goal and awarded #1 most viewed non-profit channel on YouTube.

-  Concepted, developed IA, and oversaw designer and developer to produce 35 landing pages (some within one-day) to drive 10-25% higher engagement for KPIs.

-  Managed 1.5 MM person email list and CRM tool including content, segmentation and testing plans to exceed engagement and revenue goals.

-  Concepted, developed and distributed Brave New PacMan, an online video game customized with pundits; exceeded play goal by 30% on the first day.

-  Built relationships with 30+ key bloggers and press outlets to routinely gain 70-100k+ views in one day per video launch, the highest of any organization at the time.

-  Recruited and trained six person Distribution team and seven campaign managers on digital approaches. Orchestrated workflow for five departments to assure teams moved cohesively under extremely tight launch deadlines.

-  Led the executive team to author the mission, vision, core values, tagline, as well as redesigned the logo.

Brave New Films/Foundation

VP Marketing and Distribution

- Recommended and executed digital marketing strategy for companies to drive customer awareness and growth/conversion.
-  Clients: Siltanen & Partners for <a href="http://Suzuki.com">Suzuki.com</a> (online media planning and creative development), Sapient for <a href="http://DisneyShopping.com">DisneyShopping.com</a> (analytics for large e-commerce site), Opportunity Green (business and event planning for a sustainable brands conference)
-  Volunteer event producer: Launched and managed Downtown LA Green Drinks; produced and promoted Earth Night with Whole Life Times magazine - largest attendance in five years; produced and promoted eco-friendly cosmetic & sustainability event

- Led online marketing strategy and initiatives including paid display media, creative, paid search (SEM), partnerships, social media and monthly email newsletter to drive both awareness and acquisition/growth for $9 MM budget. Led three simultaneous agency reviews within three-months. Managed three direct reports.
-  Led ROI and community engagement initiatives for $9.5 MM in media partnerships: MySpace, Yahoo!, YouTube, and MTV.

Helio

Online Marketing Director

Clients included: <a href="http://NissanUSA.com">NissanUSA.com</a>, <a href="http://Saturn.com">Saturn.com</a>, <a href="http://PetSmart.com">PetSmart.com</a>, Sony Electronics, Star Alliance (Germany)
-  Shaped and launched a new digital marketing department, Sapient Interactive, including service offerings, pricing, go-to market plans, personnel integration, hiring, and new business proposal development.
-  Launched and oversaw the Marketing Strategy and Analytics service divisions.

-  Led the digital assessments and developed integrated marketing strategies for clients in the US and Europe as well as provided digital best practice insights to Sapient London.

-  Redesigned Saturn automobile’s web analytics dashboard and led quarterly strategy sessions to provide recommendations driving 15% increase in yearly site traffic and 9% increase in hand-raiser conversion.

Sapient

Marketing Strategist

- Led Design and IT teams to develop and implement site re-brand and email campaigns on-time and on-budget for <a href="http://VeryBestBaby.com">VeryBestBaby.com</a>, a key Nestlé brand. Formulated data-driven recommendations to optimize site content which directly resulted in the agency to be awarded Nestlé’s homepage re-brand, $2 MM in incremental revenue.

O’Grady Meyers Marketing Communications (Meredith Coporation)

Client Services Director

UPP, the pioneer product placement agency, provides branded integration, celebrity relations, and urban target entertainment marketing services.
-  Led business development efforts via cold calls and trade shows in the fashion, luggage, and champagne categories for product placement agency.

UPP Entertainment Marketing

Sales Director (Contract)

Fandango is the nation's largest remote movie ticketing company and a consortium of the largest theater exhibitors.
-  Determined annual online marketing goals, strategies, and tactics to acquire customers and drive audience growth and online ticket sales.
-  Managed agency and studio partners to implement paid media and creative for online, print, radio, and street.
-  Designed, implemented, and monitored search engine optimization/marketing programs (SEO/SEM).
-  Co-created Fandango bag puppet creative campaign and integrated its branding and message cross-platform for theater, collateral, and online. Managed agency, timeline, and budget to produce 30 second commercial.
-  Initiated opt-in database segmentation and email performance analysis to deploy customized messages, resulting in an 8% revenue increase. Plus, managed weekly email design, content, A/B testing, QA and reporting.

Fandango, Inc.

Marketing Manager/acting Director

- Clients: Cheap Tickets, Inc., <a href="http://LowerMyBills.com">LowerMyBills.com</a> (launched site), and <a href="http://Viva.com">Viva.com</a> (now <a href="http://Rent.com">Rent.com</a>), <a href="http://Stamps.com">Stamps.com</a>, and Vans
-  Managed media and creative strategy, execution and optimization based on ROI for $5 MM display ad budget, contributing to 25% of Cheap Tickets’ digital annual revenue
-  Led partnership development and negotiations for $3 MM deals with two top portals based on ROI analysis
-  Led launch and acquisition campaigns for <a href="http://LowerMyBills.com">LowerMyBills.com</a> site, paid media, and display creative, guided strategic direction for direct mail campaign and affiliate marketing to aid in its $330 MM acquisition.

TargetMarket Interactive

Account Director

- Developed annual marketing plan for all models by utilizing sales forecasts, primary and secondary research, actual/projected inventory levels, category/brand position analysis, media plan, and budget.

Laura Beatty