James A. Garfield High School

Marketing Director

Los Angeles, California, United States

Responsible for all website testing, search engine optimization, social media program management, coordinating mass email campaigns, promoting brand awareness, and other related assignments. *Expertise in building best-in-class marketing plans and winning campaigns.*A/B split testing on website, email campaigns and event form completion.*Deliver brand messaging consistently across platforms to acquire new customers and strengthen the loyalty among existing customers.*Quantitative skills w/ a strong understanding analytics tools and web traffic reporting for data driven results. Paid social, content/landing page optimization, analytics tools and web traffic reporting. *Experience with segmentation & targeting (CRM), acquisition & retention (CAC, CPA, LTV), pricing & revenue (RPU) and conversion reporting & analytics (KPI).*Competitor analysis and market research. Develop and optimize unique strategies aimed at increasing traffic and conversion at different stages of customer lifecycle.*Manage creative agencies and internal personnel, all creative outputs for the organization. *Manage external agencies for acquisition & retention marketing, PPC, SEO, paid social, email drip         campaigns.*Craft and support a consistent brand message that is innovative and inspiring. *Strong growth through multiple channels, website, content marketing, drip campaigns. Work with sales to build a continuous pipeline of qualified leads.*Drive strategy, annual budget and execution of marketing initiatives through any medium required across all consumer touch points. *Forecasting, planning, and budgeting (define milestones, strategic plans, measure results, LTV, ROAS, ROI, ARPU) *Create a customer first process and experience. *Build a marketing team with a test & learn mentality, create engaging and high-conversion website and landing pages.*Website SEM and SEO, reporting attribution, analytics, dashboards, predictive analytics and forecasting.

NITRO PLUG

Director of Marketing

FASHION INSTITUTE OF DESIGN & MERCHANDISING, Los Angeles, California Director of Marketing Operations (2000-2016)Responsible for managing day to day marketing operations, staff training and supervision, annual marketing plan development, marketing campaign coordination, overseeing advertising and promotional strategies, preparing marketing collateral, special event planning and coordination, managing vendor and contractor relationships, monitoring campaign performance, marketing analytics, and staff performance evaluation.Selected Accomplishments and Initiatives:▪	Managed an extensive marketing program which consistently met all schoolwide expectations.▪	Planned, developed, and implemented marketing strategies to recruit and retain students, grow revenue, and ensure school’s positive profile within the business and professional communities.▪	As part of executive leadership team, developed and implemented annual marketing plan, which supported sales and revenue objectives, and consistently increased student enrollment.▪	Managed many key initiatives, which saved school more than $500,000 per year in marketing expenses, while increasing sales and revenue by more than $17 million.▪	Marketed the opening of new Orange County campus, and also developed marketing plan for the successful launch of three new majors and a new bachelor degree program.▪	Created a social quiz which generated $3 million in enrollments per month (at zero cost to school), and program generated 120 students seeking admissions counseling daily.

Joe Cook